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