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College marketing refers to the marketing
activities focusing on the age
group of 18 to 23 years. In India, the
world for parents centers around their
children. In urban India, a noticeable rise in
working women has added to the family’s
disposable income as well as their children’s
disposable income. This in turn has given
the marketers an opportunity to target this
segment of college going children.
College marketing, a part or a segment of
youth (12 to 34 years) marketing is an
opportunity as well as a challenge. Youth of
18 to 23 years are very dynamic in their
approach towards products. They are
innovative, luxury loving, having craze for gadgets, knowledgeable about style and
technology, and above all have good
purchasing power, which has prompted the
marketers to target them. Many brands have
become successful by targeting the youth
segment.
For this age group, aspects such as ‘what
to sell (product)?’ and ‘how to sell
(promotion)?’ could probably be well defined
in the following ways:
These days, it has become easy to
introduce and push products in the market
by advertising in magazines, television,
Internet, newspapers, mobile phones, and by
sponsoring events and shows at colleges. One
such means to advertise and sell the products to the targeted youth could be the Internet.
In India, perhaps products are not bought
online, but they are viewed online.
Internet is used a lot by the chosen
segment for chatting, searching for
information, social networking, etc. To
create awareness, attract and finally to sell
to the youth, Internet is preferred by many
marketers (promotion). |
