MOMMY MATTERS

TRENDS AND INSIGHTS

TROPHY CHILD/TROPHY FOETUS“My child has to shine – brighter than all others so everyone can see what a great

Mom I am”“My child should shine from womb to tomb”

MANIFESTATION

Specialised Food products Foetus gaining share of pocket; “pamper the womb” Education classes for everything from a very early age Extra curricular focus teach the kids to dance, sing, music, etc. stars in

training Willing to spend the extra buck on the RIGHT school socially and academically Kids need to make the right impression clothes, accessories looking more

adult Looks good becoming more important sooner Better me

Part of competitive ethos Competitive evaluation begins at the womb; the newborn baby is

as much of a trophy as a performing child is Trophy foetus a reflection of mother’s gene pool and her gift to

the family

DRIVERS

TROPHY CHILD/TROPHY FOETUS“My child has to shine – brighter than all others so everyone can see

what a great Mom I am”“My child should shine from womb to tomb”

IMPACT

Foods for child and foetus and pregnant mom Services education, sports, grooming, skill development Apparel and fashions Media Beauty and fitness Pharma and Nutraceuticals

MOM AS COACH“I must coach my child to be a winner, otherwise he’s not

going to make it”

Survival in this new world defined by Success and Security Inculcate ambition and drive in her kids Need to be informed, knowledgeable to coach children well

High nutrition food and supplements Choosing the right School, the right friends, creating the right

home environment Training classes that are beyond academics Mother’s media consumption, expanding knowledge base Mom and Kids under pressure from without and within trying to

pack 48 hrs into 24

MANIFESTATION

DRIVERS

MOM AS COACH“I must coach my child to be a winner, otherwise he’s not

going to make it”

Brands using non conventional media like internet and educational tv programmes to reach the Mom

Food brands need to address Mom as Coach BTL activities which feature mom and child contests Fitness and sporting clubs which have Mom and child membership

options Easy learning updates for Moms

IMPACT

No extended communities to learn from Mom = wise elder + Progressive teacher + Mom + Dad

Good parenting no longer taken for granted must be learnt and constantly honed

Traditional parenting skills and values becoming inadequate new sources of knowledge and learning taking centre stage advice columns on the rise, both regional and English language

Need to plan many steps ahead, look at the bigger picture my child, the Future Manager

MANIFESTATION

MOM = LIFE MANAGER “I need to MANAGE my kids today and tomorrow”

DRIVERS

MOM = LIFE MANAGER “I need to MANAGE my kids today and tomorrow”

Knowledge toolkits equip her to manage better and better Advice columns advertorials promoting better life management Mom looking for enabler + Expert brands across lifestyle Cannot preach to Mom or show her uni dimensional role in

communication

IMPACT

CULTURAL TSARINA“I must teach them to like machher jhol, otherwise how can

they appreciate Robi Thakur?”

Migrants in our own country – need to cling on to vestiges of ‘home town’ identity

Inculcate right values in children Teach them their mother tongue

MANIFESTATION

Cultural induction via regional media Rise in popularity of mythology and folk lore Soaps that have revived cultural roots Culture teachers religious instruction, dance, music, rituals

DRIVERS

CULTURAL TSARINA “I must teach them to like machher jhol, otherwise how can

they appreciate Robi Thakur?”

IMPACT

Food brands that capture the cultural code Festival related activation Back to basics repackaged in personal products and foods,

fashions

JODI KAMAAL KI “You and I make the winning combination”

Life getting insecure world is an unfamiliar place need to negotiate it together to achieve success

MANIFESTATION

Negotiation rather than straight discipline Mutual evaluation at all times each must perform at optimum

levels, earn the other’s approval Daily dose of Mom-child communication moving beyond the

functional into other areas such as interests, movies and anecdotes from the day

DRIVERS

JODI KAMAAL KI “You and I make the winning combination”

IMPACT

Negotiation rather than straight discipline Mom on the look out for better ways to relate to child Mom + child columns, classes together

Mom and child contests Mini me Communication showing “traditional” Mom no longer relevant Dirt is

Good/ Mummy ka Magic Moms much more aspirational role models

PUSH AND LOVE MOM “My kid leads such a stressful life – can’t I make him happy

some of the time?”

Feels guilty in pushing child Happy happy ads showing harmonious families, kind mothers,

compliant children

Home made fast foods Guilt buys save money from HH budget to spend on child Cooking his favourite foods over weekends TV/Net, computer given as bribes to keep the child happy and at home Video and computer games

MANIFESTATION

DRIVERS

PUSH AND LOVE MOM “My kid leads such a stressful life – can’t I make him happy

some of the time?”

IMPACT

Gift Your Child packages Surprise Moments New measures of brand value - Delight Degree, Smile Size,

Happiness Quotient

MOM LOGIC “I am a mother of today – I have a new code of evaluation”

Increased exposure media, market, information “Mom knows best “ takes on new meaning she has re-

educated herself

Display greater discernment about choice of products and brands Category driven activities educating her on being discerning +

tempting and alluring Her purview of decision making has increased exponentially she

has to be on TOP She knows that competitiveness is redefined everyday shifting

goal posts the best today may not be so tomorrow Uncertain world I need to KNOW what to watch out for

MANIFESTATION

DRIVERS

MOM LOGIC “I am a mother of today – I have a new code of evaluation”

Brands have to work that much harder to wow her exacting on claims and proofs

She wants to see tangible results high performance and constantly improving and innovating brands

Testimonials and endorsements by her influencer group peers, doctors, etc..

Co-creation of brand blue print Mom logic could be leveraged in creating brands for child, self and family

IMPACT

ARBITRATION PLEASE“I need someone something to help resolve conflicts with my

child better”

Generation gap not similar to anything Mom has experienced with own parents GENERATION CHASM

Mothers feeling less in control and not on the same page as the child Child is a product of many more influences beyond her and her family

I no longer hold sway the way her own parents used to – I don’t trust him and his decision making I don’t trust HIS choices– I am not the benchmark advisor for my child He doesn’t trust ME

I can no longer discipline my child with singular authority negotiation leads to WIN WIN

MANIFESTATION

DRIVERS

ARBITRATION PLEASE“I need someone something to help resolve conflicts with my

child better”

Arbitrage brands helping mother and child to see through the same eyes Creating WIN WIN options not just My way or Kids way but a NEW WAY Marketeers can make Moms seem less of the ENEMY and more of a FRIEND/ LIFE

COACH brands that keep Moms happy and yet appeal to the child

IMPACT

GENETIC NANNY “I need family to look after my family”

MANIFESTATION

Delegating some responsibility to “trusted” Mother in law when Mom is not around

Crèche as alternative

Working women in nuclear family structure where she has no support

No access to desired house help

DRIVERS

GENETIC NANNY “I need family to look after my family”

IMPACT

MIL + Child activities and not just MOM and KID Educating MIL on new practices and products diapers, RTS baby

meals Brands must speak to mother and other genetic caretakers Depiction of mum and grand mum teams wiser, smarter, happier

families Brands that step in for parents in absentia not replacing, but

complementing them community nannies, culture classes for kids, activity centres

FRANCHISED MOTHERING “Moms leveraging her community/peers to facilitate life”

Mom’s task list is increasing everyday she needs logistical help and support

She knows who to send her child to for which skill she wants the best for them not giving up power but getting it for her child

Within mothers’ gang quid pro quo arrangement.

Car pools and activity programmes for kids planned and shared by Moms

Project work often delegated to other Moms who are more gifted in this sphere

Mothers tutor each other’s children Shopping with friend’s Mom

MANIFESTATION

DRIVERS

FRANCHISED MOTHERING “Moms leveraging her community / peers to facilitate life”

Brands can address Moms as a community and not just as individuals “CALLING ALL MOMS!!!”

Brands that Mom can delegate mothering to Services that kids’ brands can offer to support Mom and take on the role of

the franchised surrogate Mom

IMPACT

VIRTUAL MOM “I need to police my kids”

MANIFESTATION

High reliance on communication devices to keep in touch Has built in a virtual support system which allows her control and

involvement Willing to give their children cell phones at an early age to ensure

that she can be linked to them Constant need to plan and monitor the child’s life to ensure she

knows what the child is up to and who the child hangs out with

Working Moms/Busy Moms at home or out of home Wants to keep the umbilical alive EXTERNAL WOMB

DRIVERS

VIRTUAL MOM “I need to police my kids”

IMPACT

Web cameras Baby monitors Idiot proof food cannot be tampered with, kid can serve / make

themselves Child locks and guards One to one Mobile phones / pagers Surrogate Mom brands Mom’s eye on you!!! Brands/products that are an extension of Mom a piece of Mom

wherever you are Brands that can bridge the contradiction – set my child free, but

keep him close to me

HOUSE TRAP - FEVICOL MOM“I do what it takes to keep my kid at home with me longer ”

“What can I do to keep my kid glued to me?”

Inability to control his life (friends, habits, information exposure etc) outside home

Under Mom’s watchful eyes known devil is better than the unknown

Pressure on Mom to keep her child close to her Allows her to track his/her life and control activities, choice of

friends Socialize child to her norms

MANIFESTATION

DRIVERS

HOUSE TRAP - FEVICOL MOM“I do what it takes to keep my kid at home with me longer ”

“What can I do to keep my kid glued to me”

Pressure on Mom to create the FEVICOL effect games, toys, gadgets, chit chat

She needs help from the marketeer to innovate and keep her child glued.

High permission for Mom to buy in to HIGH VALUE entertainment options computer, net, TV etc..

The way to a kids heart is FOOD My MOM FUNNIEST and BEST FOOD AT HOME create the in home kids zone

“INSPERIENCE” Home beauty parlour, Home gyms, game rooms, home theatres, music disco.

IMPACT

STAR MOM“My children insist I look better, talk smarter than their

friends’ mothers. And be a successful working Mom too”

Mom being evaluated by kids at every point tiffin, clothes, birthday parties, coolness quotient etc…

Has to work hard at keeping up with her kids traditional value systems come into question

Kids looking to “surrogate” Moms to fulfill their own Mom’s needs gaps cannot wait till my Mom comes up to speed

COOL MOM SPEAK I learnt a new language to communicate with my kid

Pressure from children – a mother to be proud of Mother a point of competition among children

MANIFESTATION

DRIVERS

STAR MOM“My children insist I look better, talk smarter than their

friends’ mothers. And be a successful working Mom too”

Media TV, radio programs that help the mom keep updated Internet as the self help and learning avenue Brands creating clubs and social organizations that provide a

social network and support system for Mom Communication that projects the Mom as a trophy and star Grooming and quick learning services to make Moms stars Internet updates and blog sites that aid maternal stardom

IMPACT

DAUGHTERS = SURROGATE SONS “I can’t do without a son”

“So what if I don’t have a son, my daughter will be my son”

MANIFESTATION

Pressure on the girl child/young woman to have an education and “career” Pressure to follow a life pathway that is typically male DELAYED MARRIAGES Need for the mother to participate in a male world to be able to transfer this to

the daughter Professionalism, achievement and success over stereotypical feminine symbols Subconscious creation of the SHE MAN Permission for girls to seek their fortune moving to urban centers alone for

education or careers

The daughter has to carry the burden of being a son and be the Model woman

Sons are irreplaceable In the absence of a son the daughter needs to fit into the role

However, inability to break traditional paradigms of gender inequity

DRIVERS

DAUGHTERS = SURROGATE SONS “I can’t do without a son”

“So what if I don’t have a son, my daughter will be my son”

IMPACT

Brand communication needs to take cognizance of the growing importance of the girl child

Brands need to understand the unconscious pressure girls are under brands need to provide support

Brands that celebrate a woman’s femininity constantly reinstate the woman into her feminine domain and prevent her from becoming overly masculine

UNHOLY COUPLING“My son and me…. Not my husband and me”

Need to have a special relationship with her child be his heroine and he be her hero

A new power equation

MANIFESTATION

An age old driver finding new sanction High need to participate in son’s “adult life” Be the first woman

in his life And him to participate in hers Transference of focus and energies from the link with her spouse

my new hero the fat potato syndrome Replacing the spouse sharing intimate and more adult views

DRIVERS

UNHOLY COUPLING“My son and me…. not my husband and me”

IMPACT

High impact on areas such as: clothes, fitness, grooming, age defence Moms being forced into a new lifestyle activities such as sport, holidays,

shopping Mom son dates New standard of evaluation not just be seen as a “good mother” but an

“attractive mother”

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