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Indian Toy Industry Indian Market Size – 2500 crore , 10% orgnized (250 crore) and 90% unorgnized
India is ranked 8th in terms of the size of the industry , US is ranked 1st
An average Indian kid spends 5$ (250 RS ) on a toy , US kid spends 281 $(14000 RS)
Funskool has a market share in India of 30%
Mattel has a market share of 26%
Europe32%
Asia24%
Africa
4%
Oceania2%
North America31%
Lativ Am & carib7%
Toy Market 2007
Size: US$78.666bn
Europe29%
Asia27%
Africa4%
Oceania2%
North America30%
Lativ Am & carib8%
Toy Market 2008
Size: US$78.091bn
THE ADVENTURES OF ZEE & BOLogo of WB and picture of ZEE and BO
PRODUCT
An animated series and various merchandise of different characters of the series
Merchindise Dolls Time Machine School Kits Apparels Board GamesVideo Games Watches Comics Room Interiors
Pricing Manufacturing Cost – 70Rs Company profit 70 (100%)Distributors margin – 20 (14%)Retailers Margin – 40 (25%)
MRP = 200
Place Tier 1 and Tier 2 Cities
Promotion In School Promotion All School Contest Game Zones in Malls Interior decoration of Play Schools Kids Saloons Tie up with Lil Champs New Rides at Esselworld and Other
amusement parks Colabration with Hobby Ideas
BCG
HIGH SCHOOL MUSICAL
HANNAH MONTANA
BCG
BARBIE HANNAH MONTANAHIGH SCHOOL MUSICAL
ANSOFF
ZEE & BO
Porters Game Plan COST LEADERSHIP
Hierarchy of effects
Segmentation & Targeting School going kids in the age group of 5 – 13 yrs.Family MHI Rs. 40,000 /-After school they enjoy playing with their
friends.They enjoy eating at Mc Donalds, watch
animated cartoons and movies.They buy various merchandises of different
characters.
PositioningFun and Adventure
Brand prism
Equity Grid 2
Niche BrandsGrowth Brands
3EstablishedHigh Equity
Brands
1New BrandsDeclining
Brands
4Underperforming
BrandsRevitalization
Potential Brands
LOW HIGH
HIGH
LOW
BRAND STATURE (Knowledge & Esteem)
BRANDSTRENGTH(Differentiation& Relevance)
HANNAH MONTANA
ZEE & BO