Mobile is the largest spending category for the 2 billion young mobile owners around the world. What should handset brands do about the youth market? Some brands focus directly on the youth market with a hope that their young customers will stick with them in adulthood. Other brands take an indirect approach and establish themselves as aspirational brands for young consumers. What is the correct approach to win the youth market? This briefing explores the following key questions relevant to mobile handset brands looking into the youth market:
1. What is the difference between a direct and an indirect focus on the youth market?
2. What is the difference between a frontline and a campaign approach of strategy implementation?
3. What is the role of social media and retail in a brand’s youth strategy?
4. What are the dangers of ignoring the youth market?
5. What is the most optimal youth strategy for your mobile handset brand?
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2. Licensing and Copyrights
3. In this briefing
4. Executive summary
5. Red Bull and Monster dominate the global energy drinks industry
6. Section 1. What is the difference between a direct and an indirect focus on the youth market?
7. Red Bull and Monster dominate the global energy drinks industry
8. Monster Case Study: Direct focus on youth via a frontline that highlights emerging young athletes
9. Red Bull Case Study: Indirect focus on youth via a frontline that highlights role models for youth athletes
10. Section 2. What is the difference between a frontline and a campaign approach of implementation?
11. Overview of the video game console industry
12. NPS and customer ratings of video game consoles
13. Club Nintendo Case Study: Focus on youth by creating a frontline where they connect with each other
14. PlayStation Network Case Study: Focus on youth via campaigns based on product features & price discounts
15. Section 3. What is the role of social media and retail in a brand’s youth strategy?
16. Ford Fiesta Movement Case Study: Using social media as a storytelling frontline to directly focus on youth
17. Apple Retail Case Study: Using retail space as a social frontline to indirectly focus on young customers
18. Section 4. What are the dangers of ignoring the youth market?
19. RIM Case Study: Ignoring teenage Fans led to RIM’s decline in the global smartphone market
20. Nokia Case Study: Focus on mass marketing instead of young customers led to loss of relevance for Nokia
21. Section 5. What is the most optimal youth strategy for your mobile handset brand?
22. Samsung is the affordable handset with better features
23. Youth are likely to buy Samsung products for themselves but not likely to recommend it to others
24. Four options for mobile handset brands to focus on young customers
25. Need more insights and data?