Product longevity: exploring success factors in the children's market

The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.

Product longevity: Exploring success factors in the children’s market

Jony Oktavian Haryanto

Podomoro University

Luiz Moutinho

University of Glasgow

Introduction

Considering the predictable demographic patterns and many of the foresight assumptions related to the growth rate of the population in the world, one can safely assume that, overall, the children’s market represents a tremendous opportunity related to the market potential of many business systems. Among these consequential premises, the pre-teen market is a special segment to be taken into account. A strong relationship between marketers and children has been shown in previous research carried out by Gbadamosi and colleagues (2012),...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands