college events as a platform for youth marketing in Indian market
EXECUTIVE SUMMARY
Youth culture is an area that is a little tricky for marketers to enter into. The reason being, the youth population in today 's generation is self-absorbed and restricted leaving poor scope for marketing. They are smart, self-aware and observant.
The world 's biggest power is the youth and the beauty of a woman- Chanakya
To understand and connect to youth one must be a part of the youth. The marketers cannot neglect the young market because they are the future of the world and hence will define the future of the brands. There is a need to be closely involved with them in order to get insights about their wants preferences and set targets accordingly.
This research project will help us better in understanding what the brands and companies want of the youth as their target audience and how they align their activities to do so with the help of college festivals and events.
This research project is descriptive in nature. It describes the various agendas for sponsors to enter into the world of youth. It also describes the fashion in which this is done. It will explain briefly what brands do to engage the college festival attendees with the brand.
This research was carried out with the help of a few industry experts and college festival committee members. It also contains relevant information from social media websites and other news websites. Interviews with sponsor-college coordinators and college students were taken.
The research is then assisted upon with the help of a case study of Malhar 2014 - A Renaissance, St. Xavier 's College annual cultural festival. A few visits had been conducted to observe and analyze the marketing efforts taken up by the brands
INDUSTRIAL OVERVIEW
The media and entertainment industry in India has done a big part in sparking ambitions and widening horizons, helping transform lives. The more these industry players can enable the growth of this industry, the more people across the country can be
Youth culture is an area that is a little tricky for marketers to enter into. The reason being, the youth population in today 's generation is self-absorbed and restricted leaving poor scope for marketing. They are smart, self-aware and observant.
The world 's biggest power is the youth and the beauty of a woman- Chanakya
To understand and connect to youth one must be a part of the youth. The marketers cannot neglect the young market because they are the future of the world and hence will define the future of the brands. There is a need to be closely involved with them in order to get insights about their wants preferences and set targets accordingly.
This research project will help us better in understanding what the brands and companies want of the youth as their target audience and how they align their activities to do so with the help of college festivals and events.
This research project is descriptive in nature. It describes the various agendas for sponsors to enter into the world of youth. It also describes the fashion in which this is done. It will explain briefly what brands do to engage the college festival attendees with the brand.
This research was carried out with the help of a few industry experts and college festival committee members. It also contains relevant information from social media websites and other news websites. Interviews with sponsor-college coordinators and college students were taken.
The research is then assisted upon with the help of a case study of Malhar 2014 - A Renaissance, St. Xavier 's College annual cultural festival. A few visits had been conducted to observe and analyze the marketing efforts taken up by the brands
INDUSTRIAL OVERVIEW
The media and entertainment industry in India has done a big part in sparking ambitions and widening horizons, helping transform lives. The more these industry players can enable the growth of this industry, the more people across the country can be
References: http://everythingexperiential.com/how-brands-engage-college-goers-in-india/ http://onspon.com/blog/top-reasons-why-you-should-sponsor-a-college-fest-or-event/ http://www.collegemarketing.net/the-importance-of-creating-buzz-with-events-in-college-marketing/ https://www.facebook.com/Malharfest/posts/811844202193597 http://www.namooh.com/college-event-marketing/ http://www.indiainfoline.com/article/news/pepsi-atom-launches-malhar-ka-atom-exciting-contest-5759179580_1.html http://www.indiainfoline.com/article/news/pepsi-atom-launches-malhar-ka-atom-exciting-contest-5759179580_1.html ANNEXURE