The Marketing of Products to Children
Added on 2021-05-30
20 Pages5044 Words22 Views
Leadership ManagementProfessional DevelopmentNutrition and WellnessLanguages and CulturePhilosophyReligionEconomicsPolitical Science
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The Analysis of Children Market for Advertising in IndiaStudent’s Name:Institution:The Ice Cream’s Market in India
2The Indian market is growing rapidly in relation to food processing as well as dairyindustry. The market for ice cream is approximately over 4000INR and gets forecasted to growat a rate of between 15-20% every year. The projection is that by 2019, the market is going totouch a market of 6198INR. The per capita consumption of ice cream is low and it as 400ml.This is not the case in the US which has a per capita ice consumption of 22,000ml (Dublin,2017). This is expected to grow as a result of a growing cold chain infrastructure, changes inlifestyle, and increased disposable income. However, as per techsciresearch (2018), the market for Ice cream has developed in Indiaat an increasing speed in recent years and it is due to the expanding number of global brandscurrently entering the Indian market. In addition, enhancement of frosty storerooms, combinedwith changing the taste of the customers gets to speed up the growth. Additionally, India is thebiggest country producing milk as the nation represents more than one-fifth of worldwide milkgeneration, making ice cream in India with the vast volume milk as raw material employed forthe production of the product (Thomas, 2017). India’s GDP in 2015 rose from 1390USD to1580USD and this has an impact on the market of ice cream. The inclination of the populationwith high consumption rate ice cream increasing makes the market to go up with time.Even though the western side of India is currently dominating the market which isattributed to the concentration of and availability other competitors such as Gujarat CooperativeMilk Marketing Federation and followed by National Dairy Development Board and Vadilal.The reason for their concentration in these parts of the country is because it is the second highpopulation density area. North India is home to 30% of India's populace with 370 million peoplewhich is the second biggest consular region on the planet. It is not as financially and monetarilydeveloped as Southern or Western India. Western India has a populace surpassing 279 million
3people. The area is centered in Mumbai which is the monetary, business and entertainmentcapital of the nation. South India has the populace of 290 million people and Eastern India has apopulace of roughly 270 million people. All the regions are populated representing a sizeablemarket with the Northern, Southern and Eastern regions not targeted by the regional players inice cream industry (techsciresearch, 2018).The Differences between India and USIrrespective of the commonalities existing from democratic governments and English usein India and the U.S., the cultural differences is another aspect not to be ignored. India and USAwere both colonies of the British, however, the invasion of Asian influence has resulted in Indiahave different blends of Muslim, Buddhism, and Hinduism with Hinduism being dominant.These blends make India very unique from other British colonies (Elischberger et al., 2018) TheUS’s British colonization almost eradicated native tribes’ indigenous culture by replacing withdemocracy, capitalism, and Christianity of which Christianity is dominant. The root of Britishcolonization creates elements that allow the two countries facilitate global business. Thesecountries roots their societies from the British Empire hence people in these nations get areacquainted with the governance systems, rule of law and established bureaucracies. The Englishlanguage becomes a common tool of communication (Fernando and Moore, 2015). The US is alow-context culture where communication is explicit with little room for understanding whereasIndia the communication is a high-context where communication leaves other things that requireexplanation in relation to culture. The US depends on the explicit language in relation toprofessional code of conduct whereas India relies on relationships which are less explicit(Eisenbeiß and Brodbeck, 2014). These differences in context can have an impact in the processof making the decision. The managers from India see the difficulty in decision making; they take
4an intuitive approach to an ethical decision by depending on the prevailing situation and thisnormally creates conflicts. The US managers, on the other hand, take analytical approachesleading to straightforward process (Stock, Strecker and Bieling, 2016).The Advertising in IndiaAs per the WHO and the public health in India, there is a high increase in illnesses thatare related to diet. This is linked to India’s highly processed food that results in obesity. Youngchildren are prone to this growing taste of food. With the growing people especially youngchildren being affected, the state of Uttar Pradesh has taken a lead in banning the selling of fastfood as the impact get felt economically and health-wise. There has been little action seen takenfollowing this directive (Balch, 2013). Also, the ban on advertisement of fast food never cameout clearly and there is predatory marketing being undertaken. There is marketing of fast foodand ice creams in of the western brands, thus altering the perceptions. The living standards ofIndian people accelerate the issue because it has now become a status symbol to take food at bigestablishments like McDonald as well as taking colas and other related soft drink (Kumar, 2017).The fast food organizations are targeting children because they are an easy target for fastrevenue. Product advertisement gets skewed to children because it coerces children to preferthese fast foods over balanced diets thus resulting in a devastating impact on the nutritionalstatus of kids (Farooque, A., 2014). The campaign from the west - the US and Europe arepushing the avoidance of predatory marketing that is termed as creating consumers from cradle-to-grave and is now spreading to the emerging economies (Srivastava, Maheswarappa andSivakumaran, 2017).As a result of the growing concern, tough rules and regulations get imposed on industryplayers to increase nutritional contents on their products and making the public aware of these
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