The Marketing Force of a Newborn who is also a Prince
His title is Prince of Cambridge and doesn’t’ need a surname. But with a title like that who does?
There is no doubt that anything which is related to royalty is also a great opportunity to spin some money by a lot of businesses. If that news is related to babies, then that money is bound to multiply further. It is no secret that today’s mummies spend a lot of time online and always research baby-related purchases in depth. In this case, one will have to add that once endorsed by royalty, any item (from diapers to baby booties) will shine with the magic ‘fit for the Prince’.
Once the great wait was over, the birth was officially heralded in the most traditional of manners – a written document posted outside Buckingham palace. After all Royalty is also very much akin to protocol. His birth announcement was trumpeted across the media sites and the social networking sites like wildfire. The first news was that the royal babe was a boy, then came more details like his birth time and weight.
On his first day, his Christian name not yet known, many stores were already sporting competitions, discounts and deals as a celebration to honour the birth of the Prince. While the merchandising circus dished out souvenirs in all shapes and formats, cake decorators mulled on who will bake the christening cake and biscuit-makers baked all sorts of fancy-decorated cookies . Sites where women and mothers congregate, like Dailycandy (www.dailycandy.com) were brimming with info about London’s smartest baby shops and services. From the most prestigious preschool, to nursery decor and monogrammed linen, first haircuts, baby spa, and posh play dates, it seemed that nothing has been left out and everything was being laid out for Kate. But behind this, one can be certain that businesses are not only marking the birth of a Prince but hoping to unleash an ‘economic baby boom’.
Right on the baby’s first day, the Early Learning Centre launched its new toy, a set of toy dolls in the Happyland range, named ‘Royal Baby Set’, representing the Royal Family. Other stores like Mothercare had discounts. Next too highlighted its line of baby wear with the writing ‘Born in 2013′ and likewise Tesco marketed its British Royalty-themed clothes for babies. Once again, one of the themes chosen by price-savvy Tesco is ‘Born in 2013′.
On the second day, when his name was revealed, we had all kind of reviews about the Royal Family’s first appearance. Stores like NewLook reviewed Kate’s and William’s outfits and suggested items from their store to replicate the casual but elegant look that the new parents sported. Mothercare UK Facebook page covered the choice of baby car seat, Britax, a car seat that is available through Mothercare. Yes, the forecasts for some stores and brands which Kate and Will will favour surely have a rosy outlook!
Once all the forecasts die down, we will have the real story unfold. There is no doubt that in today’s connected world, the minute the baby is wheeled out wearing an outfit or in a carriage, that will be the biggest advert.
One can only imagine the queue of all baby-stuff suppliers at Kensington Palace all hoping to woe mummy Kate, who will then choose to pick their products or services. From a marketing’s perspective, right now, Kate’s most valuable title is the ‘mummy title’. After all she will choosing products and services and with every of her decision she will be making a big endorsement.
Honestly I cannot imagine a bigger endorsement – after all the choice will be fit for a real Prince !!