While the Union Budget is appreciated almost every year for allocating increased budget for education, the focus is, more often than not, on higher education. I understand that Finance Minister’s announcement of more central universities and National Knowledge Commission makes more news; he should however not neglect the primary education. Unless the budget contains something to bridge the widening gap between primary and higher education, the much needed lower-end skill in the economy will become increasingly scarce. The Union Budget must operationalise Right to Education (RTE) and for that primary education must be allocated substantially more. I also expect the budget to give momentum to Rashtriya Mahyamik Shiksha Abhiyan.
My expectations include increased budgetary allocation to further strengthen the sector,and for creating the requisite infrastructure. There should be a centralized regulatory body to regulate the sector in place of the existing system of multi-layer approvals. This would encourage and expedite the development of educational institutions, resulting in inclusive growth. Making primary education more affordable by promoting and funding education at grass root level and subsidizing the primary education. This would result in an enhanced access to quality, yet affordable education. There should be more clarity and transparency in spending of 3% education cess collected.
A separate corpus should be set up for special training programs for teachers improve the level and quality of imparting education. There should be more income-tax deduction in consideration of educational fees paid by parents. There should be incentive for corporates investing in primary education. Participation of private sector should also be encouraged to increase the speed of reforms.
Sunday, February 21, 2010
Sunday, February 7, 2010
Don't blame brand conscious kids
Many of my friends and parents who come to me for the counseling of their children crib about the overt consumerism that today’s children carry with them. The common grouse is the demand for more branded stuff in their kitty. Well, I do understand their genuine concerns, keeping in mind the space that most of them are coming from. As children we hardly ever though of a brand value and our self worth had no connection with this social parameter.
However, today’s children not only value the brand status but also the differentiator between the local and multi-national brands. Let’s face the reality and accept the fact that children are today living in a different world. And instead of blaming them for this demanding consumerism we should better introspect as to what are the ideals that we are giving to them. Instead of leading them by example we are too focused on earning by hook or by crook.
The kind of disposable income that parents show off today is something that nobody even imagined when we were kids. No wonder, the Gen Y has inculcated this consumerism too early in their lives. And hence kids are becoming target point for most of the product lines which might not be even catering to Kids. Actually this has, of late, been the most successful marketing strategy to drive traffic in the road shows and malls.
This trend is catching up and each and every brand is trying to register in the minds of kids by using them as a vehicle or reaching them for a direct word of Mouth Promotion. A kid might never go to the bathroom to see which Detergent / Washing powder his mom is using but a campaign like Daag Achche Hai - Surf Excel, White Ho Toh Tide Ho, Nirma etc always have Kids in the main Frame of the advertisements.
The question is that whether it actually works better. A friend in the real estate who has a number of malls admit that they plan most of their strategy around kids to drive in more footfalls and it actually works the best with the least investment. It seems the market strategists who were earlier targeting the youth and had major events and promotions around the college going or earning youth have shifted gears backwards. Through trial and error over the years the focus shifted to the Kids.
Kids as the centre point of marketing strategy in the malls are not only used for the promotions and events but also to extend of creating innovative concepts focusing kids like signing the outlets catering to kids, enhancing the kids recreational area, offering special party space for smaller kids, exclusive toy shops etc. The marketing gurus have suddenly woken up to the reality that a captive community of kids can not be neglected for long.
A number of malls have now come a long way with direct interaction of this captive TG and have started having regular weekly competitions for the kids who are coming to them every day. Some of the malls are being redecorated as entertainment destination with a lot of interaction with the Society Operators (Presidents of RWA) and started getting in their own activities with the Kids by becoming partner for those.
Many of such new-age marketing mantra has actually worked. This got these malls people who had kids but preferred to go to other destinations. Children focused marketing gave them a platform to get the kids become a vehicle to drive the parents to these Mall. Some of the malls have taken it to another level by having womens’/mothers’ workshops along with kids competitions for only those mothers whose kids were part of the activity.
Does anybody still have any questions as to why kids today are brand conscious and materialistic with very high and unrealistic aspiration level?
However, today’s children not only value the brand status but also the differentiator between the local and multi-national brands. Let’s face the reality and accept the fact that children are today living in a different world. And instead of blaming them for this demanding consumerism we should better introspect as to what are the ideals that we are giving to them. Instead of leading them by example we are too focused on earning by hook or by crook.
The kind of disposable income that parents show off today is something that nobody even imagined when we were kids. No wonder, the Gen Y has inculcated this consumerism too early in their lives. And hence kids are becoming target point for most of the product lines which might not be even catering to Kids. Actually this has, of late, been the most successful marketing strategy to drive traffic in the road shows and malls.
This trend is catching up and each and every brand is trying to register in the minds of kids by using them as a vehicle or reaching them for a direct word of Mouth Promotion. A kid might never go to the bathroom to see which Detergent / Washing powder his mom is using but a campaign like Daag Achche Hai - Surf Excel, White Ho Toh Tide Ho, Nirma etc always have Kids in the main Frame of the advertisements.
The question is that whether it actually works better. A friend in the real estate who has a number of malls admit that they plan most of their strategy around kids to drive in more footfalls and it actually works the best with the least investment. It seems the market strategists who were earlier targeting the youth and had major events and promotions around the college going or earning youth have shifted gears backwards. Through trial and error over the years the focus shifted to the Kids.
Kids as the centre point of marketing strategy in the malls are not only used for the promotions and events but also to extend of creating innovative concepts focusing kids like signing the outlets catering to kids, enhancing the kids recreational area, offering special party space for smaller kids, exclusive toy shops etc. The marketing gurus have suddenly woken up to the reality that a captive community of kids can not be neglected for long.
A number of malls have now come a long way with direct interaction of this captive TG and have started having regular weekly competitions for the kids who are coming to them every day. Some of the malls are being redecorated as entertainment destination with a lot of interaction with the Society Operators (Presidents of RWA) and started getting in their own activities with the Kids by becoming partner for those.
Many of such new-age marketing mantra has actually worked. This got these malls people who had kids but preferred to go to other destinations. Children focused marketing gave them a platform to get the kids become a vehicle to drive the parents to these Mall. Some of the malls have taken it to another level by having womens’/mothers’ workshops along with kids competitions for only those mothers whose kids were part of the activity.
Does anybody still have any questions as to why kids today are brand conscious and materialistic with very high and unrealistic aspiration level?
Subscribe to:
Posts (Atom)
