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Sunday, Nov 28, 2021
Outlook.com

The Home As School

A popular brand of infotainment for kids comes to India

The Home As School
The Home As School
outlookindia.com
-0001-11-30T00:00:00+05:53

With the entry of DKFL, the nascent children's literature market in India seems all set to witness a battle royale with aggressive marketing strategies geared to combat cut-throat competition. But Kindersley brushes aside such queries regarding competition saying that there's ample room for everyone, one just needs to know how to tap it. And the DKFL success story is a case in point. DKFL, the direct marketing arm of the parent company Dorling Kindersley, was born with the concept of the home being the first school and parents the first teachers. Kindersley hopes to capitalise on this with a two-pronged strategy—firstly, focus on the spread of literacy through DK information books providing relevant information at all stages of life, from early childhood through school, to work, hobbies and retirement, and secondly, generate employment through the unique DKFL marketing plan. Its USP: high quality, exemplary standards, fun learning, and finally, a product brought directly to the consumer's doorstep.

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