Kids Marketing Consultant

Kids Marketing Consulting

Pesti Analysis

Political –

➢ The sophistication of the industry could be seen through the development of self regulating organizations. For example, UMA had an ethical code and regulations that were designed to stabilize pricing policies in market research, diminish unfair competition and promote legal companies. White market firms adhered to these regulations and tended both to be more professional and to deliver better quality work.

Economic –

➢ The Ukrainian economy expanded by 4-8% annually since 2000, due to solid domestic demand, low inflation, strong investor and consumer confidence. Per capita GDP in 2003 was $5300. The official living minimum for 2004 was $64 per month, and the average monthly wage per employee was $86. Brand oriented towards kids were relatively new to local companies as they had largely ignored the purchasing power possessed by this segment. This gave opportunity to KMC to instinctively take the competitive advantage.

Socio-Cultural –

➢ The Ukrainian population was 3.5 million. Kids, tweens and teens made up roughly 25% of total population of 47 million. The weekly disposable income was available about UAH 6-10 to 9-16 years old kids. 32% of the population was covered with the 15-19 years of teenagers. Well, KMC had made 3.4$ of revenue growth. However, eventually decreasing, it dropped down to 1.11% which we can say disinflation in KMC. A variety of corporate resources were available to KMC from other DDI businesses at significantly reduced rates. These resources included access to both DDI’s network of interviewers for market research and their tools to collect sociological market and customer behavior information.

Technological –

➢ KMC’s services included the survey result and the opinion of the consumer itself. They have interviewed the Child-Parent pair to understand the psychology of child-parent interaction in purchasing the product. Observation and immersion...