Marketing the Youth-Oriented Consumer Economies of China and India

Running Head: MARKETING YOUTH CULTURE

Marketing the Youth-Oriented Consumer Economies

of China and India

Casey Scott

Business 330: Principles of Marketing

Instructor Natasha Scott

February 2, 2014

Marketing the Youth-Oriented Consumer Economies

of China and India

The emergence of a growing middle class in China and India has created a new populace of potential customers to which organizations can market their products and services. One of the largest and fastest growing demographics marketers will target is the youth-oriented consumer. The youth culture in China and India are growing up as their horizons, buying power, and future prospects continue to brighten and represents the next frontier for branding (Dover & Salkowitz, 2011).

In order for marketers to achieve success in China and India they must develop sound marketing strategies. The expectation to utilize the same strategies that worked previously in the United States will not allow necessarily work in these new markets. The success or failure of organizations seeking out these markets will be significantly influenced by the micro and macro environmental forces they encounter and their ability to navigate them.

It is understandable then that the first product that will achieve immediate success, and influence the future success of other products and services, are mobile devices. The youth of China and India have adopted many of the attitudes and behaviors seen in the millennial elsewhere in the world (Dover & Salkowitz, 2011). They desire to be socially connected and for open lines of communication with marketers in order to feel a part of and influence the marketing process. Cellular and mobile devices will satisfy the youth-oriented consumers desires for continuous social connectivity by giving them instant access and voice through numerous media outlets like Facebook, Twitter and Youtube.

Mobile and cellular expansion means improved technology. Establishing a growing communication infrastructure will be a critical factor affecting global markets (White, 2012). Companies will have to work together in order to establish the technology required to support these devices. This may include sharing cellular towers and the finances to establish them. Additionally, they will have to work with the governments and local communities to ensure they are in accordance with environmental and legal standards. Lack