Group Number (P145)Ashish ZutshiKishlay RajPriya SarohaPreeti YadavRipsy Monga,

Kids in Advertising

PURPOSE

The whole purpose of this project was to find out whether the usage of Children in Advertising creates an impact on sales or not. We had to select one brand and study its advertising campaign with children and analyze it and provide our recommendation based on the research so that it can act as a trigger for further planning and changes necessary.

Options

But We Opted For…

INTRO….

Lilliput, there is nothing small about this 415 crore kidswear behemoth which spans the country and has inched overseas.

1991, Sanjeev Narula, a young graduate set up a small unit with 25 sewing machines in Delhi’s Govindpuri area.

WHAT THEY SAY …..

• Ms. Sapna Gautam, Asst. Manager - Marketing (Events and Brand Promotion)

• Over 200 brand outlets in 35 states, 75 cities• Tie up with Shoppers's Stop, Pantaloon,

Lifestyle, Reliance etc• Stores outside the country Bahrain, China and

Middle East• Exports to GAP, MOTHER CARE ,WRANGLER

FUTURE PLAN

• Increase number of stand alone outlets from 112 to 550 by 2010

• 30 outlets in gulf in coming one and half year• It will expand by another 50 stores in the Middle East

and 100 stores in China by 2010-11• Maintain #1 Position and eliminate threat of new

players like Tommy Hilfigher and even score above the existing competition like Barbie Benetton Cherokee, Disney, Duke, Giny & Jony ,Indiana Jones, Tentop ,Van Heusen ,Weekender

Moving Towards There Ads…

• Bhoothnath-Lilliput movie commercial• Lovestory 2050-Lilliput movie commercial• Lilliput Ad- First Get Me Lilliput• Liiliput Ad- Lil’ Shoes For Lil’ People• Lilliput Cartoon network Ad

One of the Storyboards AND OUR PICK FROM THE PACK…

What Do People Say

• From a survey of 130 people (kids : parents/adults = 2:5 and age group 9-14 and 30-40), 97% people know this brand (126 people)

• There are major issues with the GRPs because many of the people don’t really remember the ads and when they have probably seen it.

• But, people do know what is Lilliput because of the pressures the kids put on them or with few, there trust over the brand. Major reason is that many of the kids we spoke to did recognize the Bhoothnath movie ad or the Cartoon Network Powerpuff girls’ ad.

• Thus, when it comes to audience (not kids) the recall is 11.3% but with kids its 87.87%.

Lovestory Ad- 1.7% Lil’ shoes for Lil’ people Ad- 11.23% First Get me a Lilliput- 39.7%

Problems with their ads…

• Lack of theme• Lack of Media Planning and Buying activities.• Lack of Proper Media and creative knowledge

• OVERALL ONE BIG PROBLEM IN HOUSE AD AGENCY

Time to witness the PICK AD…

• First get me a LILLIPUT

What Is The Issue with this Ad?

The Conversion….keeping in mind the theme of the original ad and change of attitude a little

Conclusion

DO KIDS MAKE A DIFFERENCE??????

CIAOWear it love it….

If not then love us…BYE