Project - Sonam - Toys

8/10/2019 Project - Sonam - Toys

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PREFACEI am pleased to present the project report on "COMPARISION OF

MARKETING STRATIGIES OF TOYS OF CINA AN! IN!IA #e$ore m%

respected readers& It 's a h(m#le attempt $rom m% part to j(d)e

cons(mer #eha*'or $or the e+ect'*eness o$ e,'st'n) and sel$

des')ned ad-cop% o$ Sp'ces&

Th's st(d% deals .'th a n(m#er o$ top'cs/ .h'ch .'ll help the

reader (nderstand and learn ho. cons(mers ma0e cons(mpt'on

dec's'ons re)ard'n) Sp'ces&

1an)(a)e o$ the report 's s'mple and l(c'd& Attempts ha*e #een

made to arran)e the s(#ject matter 'n a s%stemat'c and .ell-0n't

st%le& E+orts ha*e also #een made to deal .'th all top'cs prec'sel%

and )entl%&

I e,press than0s to all those prol'2c teachers and e,perts o$

mana)ement .hose theor'es and 'deas ha*e #een 'ncorporated 'n

th's project report&

!esp'te o$ th's 't 's *er% d'3c(lt to #e per$ect to the core and

m'sta0es do creep 'n $or .h'ch I e,tend m% apolo)% and car*e the

hosp'tal't% o$ the readers to po'nt them o(t& The'r cr't'c'sm and

s())est'ons $or the 'mpro*ement 'n $(t(re are .elcomed&

Sonam Tha0(rBBA IV SEM II YEAR

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number of persons. Iwish to express my


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deep sense of gratitude to all those who generously helped in successful

completion of this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected Mr.

Anand iwari! "ead! #aculty $f %.%.A. &epartment! 'ovt. Autonomous

'irls P.'. (ollege of )xcellence *agar for allowing me to undertake this

project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of Mr. *hailendra Patel "e rendered me all possible

help and guidence while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers! family members! friends and

all those whose encouragement has infused courage in me to complete the

work successfully.

Sonam Tha0(rBBA IV SEM II YEAR

CERTIFICATE

!ate4


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The project report t'tled "COMPARISION OF MARKETING

STRATIGIES OF TOYS OF CHINA AND INDIA has #een

prepared #% Miss. Sonam Thak!/ IInd 5atch/ (nder the

)('dance and s(per*'s'on o$ M!. Shai#n$!a Pa%#/ $or

the part'al $(l2llment o$ the de)ree o$ 5&5&A&6on7&

S')nat(re o$ the S')nat(re o$ S')nat(re o$S(per*'sor4 ead o$ the the e,am'ner

!epartment4

DECLARATION BY THE CANDIDATE

Date:

I declare that the project report t'tled "COMPARISION OF

MARKETING STRATIGIES OF TOYS OF CINA AN! IN!IA 's m%

o.n .or0 cond(cted (nder the s(per*'s'on o$ Mr& Sha'lendra

Patel/ !epartment O$ 5(s'ness/ Mana)ement/ Fac(lt% O$ 5&5&A&


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!epartment/ Go*t& A(tonomo(s G'rls P&G& Colle)e o$ E,cellence&

To the #est o$ m% 0no.led)e the report does not conta'n an%

.or0/ .h'ch has #een s(#m'tted $or the a.ard o$ an% de)ree/

an%.here&

. Sonam Tha0(rBBA IV SEM II YEAR

INTROD&CTION

+elcome to the colorful world of teddy bears! singing dolls! miniature

pianos that play nursery rhymes! battery operated cars and stuffed dogs

and rabbits that walk! talk and shake hands. In one word, oys. oy

merchants of yester years gave shape to the creative fancies and dreams

of young ones and grow-ups alike. he world market has seen various

upheavals due to changing consumer preferences! new fads! technologicaladvances and trade liberaliation. (ountries like (hina have marveled the

world with their low cost manufacturing expertise while at the same time

astonished them with their /uick imitation! leading all the gigantic players of

the world to act on their feet and formulate strategies to counterattack them


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and safeguard their shares. India too has seen a shift in focus from

traditional board games like (hess 0*hatranj1 and 2udo 0Paasa1 and sports

like cricket to video games and consoles! pules! and Monopoly. he

traditionally scattered market has shown signs of consolidation with the

entry of companies like Reliance A&A' and Mahindra 3 Mahindra who are

both expanding the market and adding sheen to it. India as a developing

economy is a hotspot for M4(s like Mattel and "asbro which have now

become household names with %arbie and Monopoly respectively. %ig

retailers of the world which exclusively cater to this segment include oys R

5s and "amley6s! which house the best brands of the world and add a

service dimension to toys. his document discusses the various classes of

toys! the current global scenario for toys! how (hina has affected the global

toy industry! India6s market and its growth prospects.

(A)'$RI7AI$4

HISTORY

A toy is any object that can be used for play. oys are associated

commonly withchildrenand pets. Playing with toys is often thought to be an
http://en.wikipedia.org/wiki/Play_(activity)http://en.wikipedia.org/wiki/Childhttp://en.wikipedia.org/wiki/Pethttp://en.wikipedia.org/wiki/Play_(activity)http://en.wikipedia.org/wiki/Childhttp://en.wikipedia.org/wiki/Pet


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enjoyable means of training the young for life in human society. &ifferent

materials are used to make toys enjoyable and cuddly to both young and

old. Many items are designed to serve as toys! but goods produced for

other purposes can also be used. #or instance! a small child may pick up a

household item and 8fly8 it through the air as to pretend that it is an

airplane. Another consideration is interactive digital entertainment! such as

a video game. *ome toys are produced primarily as collector9s items and

are intended for display only.

he origin of toys is prehistoric: dolls representing infants! animals! and

soldiers! as well as representations of tools used by adults are readilyfound at archaeological sites. he origin of the word 8toy8 is unknown! but it

is believed that it was first used in the ;


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'eometric iles of #roebel*et! Allow the child to use his=her creativity to

create mosaics! patters! architectural buildings

2ittle horse on wheels!Ancient 'reekchild9s toy. #rom a tomb dating >?@-

>@@ %()!erameikosArchaeological Museum!Athens
http://en.wikipedia.org/wiki/Froebelhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Kerameikoshttp://en.wikipedia.org/wiki/Athenshttp://en.wikipedia.org/wiki/Froebelhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Kerameikoshttp://en.wikipedia.org/wiki/Athens


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A boy with a hoop. "oops have long been a popular toy across a variety of

cultures.

Most young humanshave been said to play with whatever they can find!

such as pine cones and rocks. oys and gameshave been unearthed from

the sites of ancient civiliations. hey have been written about in some of

our oldest literature. oys excavated from the Indus valley civiliation0B@@@-

;?@@ %()1 include small carts! whistlesshaped like birds! and

toy monkeyswhich could slide down a string.

he earliest toys were made from materials found in nature! such as rocks!

sticks! and clay. housands of years ago! )gyptianchildren played

with dollsthat had wigs and movable limbs which were made from stone!

pottery! and wood. InAncient 'reeceandAncient Rome! children played

with dolls made of wax or terracotta! sticks! bows and arrows! and yo-yos.

+hen 'reek children! especially girls! came of age it was customary for
http://en.wikipedia.org/wiki/Hoop_rollinghttp://en.wikipedia.org/wiki/Human_beinghttp://en.wikipedia.org/wiki/Gamehttp://en.wikipedia.org/wiki/Indus_valley_civilizationhttp://en.wikipedia.org/wiki/Carthttp://en.wikipedia.org/wiki/Whistlehttp://en.wikipedia.org/wiki/Monkeyhttp://en.wikipedia.org/wiki/Clayhttp://en.wikipedia.org/wiki/Ancient_Egypthttp://en.wikipedia.org/wiki/Dollhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Terracottahttp://en.wikipedia.org/wiki/Bow_and_arrowhttp://en.wikipedia.org/wiki/Yo-yohttp://en.wikipedia.org/wiki/Hoop_rollinghttp://en.wikipedia.org/wiki/Human_beinghttp://en.wikipedia.org/wiki/Gamehttp://en.wikipedia.org/wiki/Indus_valley_civilizationhttp://en.wikipedia.org/wiki/Carthttp://en.wikipedia.org/wiki/Whistlehttp://en.wikipedia.org/wiki/Monkeyhttp://en.wikipedia.org/wiki/Clayhttp://en.wikipedia.org/wiki/Ancient_Egypthttp://en.wikipedia.org/wiki/Dollhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Terracottahttp://en.wikipedia.org/wiki/Bow_and_arrowhttp://en.wikipedia.org/wiki/Yo-yo


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them to sacrifice the toys of their childhood to the gods. $n the eve of their

wedding! young girls around fourteen would offer their dolls in a temple as

a rite of passage into adulthood.

A display of Roman toys! including several that would be familiarto childrentoday, a doll! dice! rattles! and toy dishesfor playing house

As technology changed and civiliation progressed! toys also changed.

+here as ancient toys were made from materials found in nature

like stone! wood! andgrass! modern toys are often made from plastic! cloth!

and synthetic materials! oftentimes powered bybatteries. Ancient toys were

often made by the parents and family of the children who used them! or by

the children themselves. Modern toys! in contrast! are oftenmass-

producedand sold in stores.

his change in the nature of toys is exemplified by the changes that have

taken place in one of the oldest and most universal of human toys: dolls.

he earliest and most primitive dolls were simple wooden carvings and

bundles of grass. )gyptiandolls were sometimes jointed so that their limbscould move realistically. %y the early C@th century there were dolls that

could say 8mama8.DEFoday there are computeried dolls that can recognie

and identify objects! the voice of their owner! and choose among hundreds

of pre-programmed phrases with which to respond. DGFhe materials that
http://en.wikipedia.org/wiki/Childhttp://en.wikipedia.org/wiki/Dollhttp://en.wikipedia.org/wiki/Dicehttp://en.wikipedia.org/wiki/Rattle_(percussion_instrument)http://en.wikipedia.org/wiki/Dish_(food)http://en.wikipedia.org/wiki/Rock_(geology)http://en.wikipedia.org/wiki/Woodhttp://en.wikipedia.org/wiki/Grasshttp://en.wikipedia.org/wiki/Plastichttp://en.wikipedia.org/wiki/Clothhttp://en.wikipedia.org/wiki/Battery_(electricity)http://en.wikipedia.org/wiki/Mass-producedhttp://en.wikipedia.org/wiki/Mass-producedhttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Toy#cite_note-6http://en.wikipedia.org/wiki/Toy#cite_note-VanPatten-7http://en.wikipedia.org/wiki/Childhttp://en.wikipedia.org/wiki/Dollhttp://en.wikipedia.org/wiki/Dicehttp://en.wikipedia.org/wiki/Rattle_(percussion_instrument)http://en.wikipedia.org/wiki/Dish_(food)http://en.wikipedia.org/wiki/Rock_(geology)http://en.wikipedia.org/wiki/Woodhttp://en.wikipedia.org/wiki/Grasshttp://en.wikipedia.org/wiki/Plastichttp://en.wikipedia.org/wiki/Clothhttp://en.wikipedia.org/wiki/Battery_(electricity)http://en.wikipedia.org/wiki/Mass-producedhttp://en.wikipedia.org/wiki/Mass-producedhttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Toy#cite_note-6http://en.wikipedia.org/wiki/Toy#cite_note-VanPatten-7


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toys are made from have changed! what toys can do has changed! but the

fact that children play with toys has not changed.

MA'OR INDIAN P(AYERS

7apak 'ames, It is a part of the Reliance Anil &hirubhai Ambani 'roup.

7apak 'ames operates in two categories H 'ame (& 3 oys. It is the

leader in 'ames (& in India. It holds licenses for leading kids properties

from (artoon 4etwork! 4ick! &isney! Pogo etc as well as represents some

of the leading global toy companies in India. he product distribution is

across all toy stores and retail chains in the country through the traditional

mom H n H pop outlets as well as large format key account stores. +e had

the opportunity of seeing some of these toys with 2andmark outlets across

the city. It acts as the merchandiing and licensing arm of 7apak &igital


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)ntertainment 2td. hey are also in an association with *pin Master 2td.

which according to 4P& is the third largest toy company in 4orth America.

Mahindra and Mahindra H Mom 3 Me outlets across the city are operated

by Mahindra which hosts educational toys for children. It also has the

marketing rights for 2ego brand of toys and soft toys from &isney. *ome

small players are, Prasid oys Pvt 2td. H &elhi based 2ittle 'enius oys 2td.

H 0+ooden )ducational oys1 2eo Plast

EFFECT OF CHINA ON INDIAN TOY INDUSTRY

#rom a C!@@@ players a few years ago! barely G@@ survive today! it is

believed that nearly


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consumers are gradually becoming less price sensitive! but are ready to

pay for something they believe has a value proposition. hey are realiing

that toys help in the all round development of a child. ake the K-billion

Mattel Inc. for instance! after a runaway success with %arbie! "ot +heels

and #isher Price! it has introduced the "arry Potter range of toys which

caters to the premium segment. +ith its #isher Price range! Mattel is also

launching developmental activities along with toys associations!

pediatricians and playschools to educate parents on how toys help the child

in understanding the adult world better. 'localiation H 'o 'lobal Act

2ocal Almost all major players! have launched an indigenous range of

competitively priced soft toys range! to cater to the growing market.

Mahindra Intertrade! for instance! launched *oft +onders! to cater to the

economically sensitive customers. *imilarly! Mattel has launched *tar

%eanies for Indian market and #unskool has launched soft toys. Act #aster

than the #astest hese players have also spruced up legal activities

against spurious products and taken actions to make the vigilance stricter.

hey try to bring in designs faster than the (hinese can imitate. #or

instance! once the market gets flooded with fake products with Mickey or

&onald motives! be it on cups! bottle! plates! tiffin boxes etc! Mahindra

Intertrade would /uickly launch Mickey in sportswear and shift the demand.

*uch marketing skills a range of strong brands have enabled them

withstand the (hinese threat and allowed them to play a crucial role in

growing the market.

TRENDS

Online Buying


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In C@@< when Mattel registered on Indiatimes! Rediff and %aaee! they

discovered that when kids did not look for toys online! their parents 0on the

lookout of discounts1 did. Also online shopping for toys accounted for

approximately CJ of total sales! that is Rs C;.C< crore in C@@?-@.

Mall practice Malls are an undisguised blessing for the toy makers. In a

mall one gets better shelf space to exhibit products! and the entire range

can be displayed with the add ons which then have a good chance of being

sold to the potential customers. %etter sales tracking is another advantage

one gets from the malls. In C@@?! Mattel opened two ;!C@@ s/ ft %arbie

stores in Mumbai. Approximately B?J of the sales for #unskool and Mattel

take place at the malls. #using )ntertainment with toys Mattel has

produced five movies to promote its existing range of toys! whereas

#unskool! its rival has been using existing movies like batman to create a

new range of toys for itself. oys for Men Mattel has also launched toys for

men. It featured models of premium cars including %M+


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Most of the traditional toys are made from plastic resin. Petroleum! whose

price is continuously increasing! is one of the main components of plastic

resin. his has a negatively impact on the manufacturing costs. (hanging

(onsumer preferences 4owadays! customers prefer electronic games to

traditional table games. his trend is not beneficial for the traditional game

e/uipment manufacturers.

Revenue of the Video G!e" Indu"t#ie" nd T#ditionl Toy" $% in &illion"'

Industry C@@< C@@? C@@ C@@ELideo 'ames >.> ;@.? ;C.? ;G.>raditional oys CC.< CC.C CC.B C;.C

In India! toys aren9t perceived as developmental. *o toy manufacturers take

advantage of impulse purchasing trends and the pester power of kids

works in advantage for the toy manufacturers.Indian parents perceive

expenditure on toys as a waste of money. )ducational games like *crabble

and toys for pre-school children and infants are an exception to this belief.

Impact of Recession $nly when the consumers have enough disposable

income to afford luxury goods! they buy toys. A struggling 5.*. housing

market! rising oil prices and other factors have limited their income. he toy

industry was also affected by this trend! as its overall revenue decreased.

&eclining profits due to emphasis on product safety Product safety is

another major concern of the toy industry. his was discovered when there

was a rising number of product recalls in the second half of C@@E. *o while

companies put more focus on their higher margin core brands! the positivemargin implications from this shift are offset by /uality and safety testing!

as well as higher costs for raw materials. (ompeting with large brands

*mall manufacturers which form the bulk of the unorganied sector are

unable to brand and market their products! which has been a critical


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disadvantage for them. +ith a large number of players in the market! only

the international brands have a strong brand recall. "ere! manufacturing

competency isn6t the real concern since most of the branded players

outsource their re/uirements from Indian manufacturers. "owever! lack of

marketing acumen and an expertise to cultivate brands is found to be

lacking in most indigenous companies.

MARKETING STRATEGIES OF INDIA

1

2Art Attack a elevision series by "it )ntertainment has also entered the

toy market. It showcases &o-It-ourself arts and crafts in their videos

and has now made them available in &L& formats across major

stores. hey also merchandise their creative works through books.

3(radle catching, In C@@?! Mattel entered into a partnership with diaper

brand "uggies. %y this move! Mattel targeted its potential audience at


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their birth place! and even before they were born at the maternity

homes.+hen the mothers visit the doctor for the first time! they are

given a medical file! as well as well as the information on the different

phases that a child is likely to pass through as it grows which helps in

selecting toys from the #isher Price range that fits each growth phase

ie. crawling! sitting! standing! etc. +ithin a very short period of time!

they claimed to have targeted @@!@@@ mothers by having tie ups with

B@@ pediatricians and ?@ gynecologists! across the top six Indian

cities. Also! another innovative techni/ue used by Mattel is a toy

directory which is placed in retail outlets that informs parents about

the best toy for each age group.

CASE ST&DY

Mother 3 Me is a Retail store owned by Mahindra 'roup! which caters to

the need of Pregnant women! infants! toddlers! pre-schoolers 3 learners.

Its toys section is huge and is gaining popularity day by day. #ollowing are

the details of its toys section,-

1%rands,-#ischer price! #unskool! Mattel! 2ego! &isney L-tech

2*egments,-*oft toys! +ooden toys! Metal toys 3 Plastic toys


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3Prices,- B?@ - ?@@@

4Age 'roup @ H > rs

(ANAGER)S VIE*S#ollowing are the points which *tore Managers told us. hey prefer to keep

toys of price range B?@ to ?@@@. Mother and Me use *AP for inventory

replenishment. hey have kept the toys according to their type 0wooden

toys at one place 3 soft toys at another place1 rather than age group wise

0toys for @-? yrs at one place1. According to them toys which are able to

connect to Indian traditions are highly in demand! eg. Indian %arbies.1Maximum complaints they receive are against (hinese toys and toys

manufactured in (hina.

CUSTO(ER)S VIE*S

+e received the following feedbacks from customers.

1Most of them buy toys once a month.

2#ishcer price is preferred by most of them

3Most of them prefer plastic toys over metal 3 +ooden toys

4Most of them are not in favour of (hinese toys despite of the low of

cost.

5Most of them were in favour of interactive toys.


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6*ome (ustomers stressed the need of toys! which inculcate the values

necessary in human society 3 were against the toys! which

resembles the violent figures or creature.

ANA+YSIS , CO((ENTS

#rom the information provided by store Managers 3 feedbacks from

customers we analyed that the oy Industry has a bright future ahead but

only if it meets the challenge of providing-

1%etter /uality Interactive toys! which not only make learning easy but

also help in cultivating the values necessary in human society.22ight weight Plastic toys as they are easy to handle 3 more resistant to

wear 3 tear.

3Lalue for money! as most of the parents feel toys overly priced.

.

TOYS OF THE F&T&RE

E+ECTRIC -O- U- BOO.S

)lectronic Popables by Nie Oi is a pop-up book that lights up as you interact

with it! producing the most beautiful and dynamic pop-up pages ever. As

you begin to go flip through the book - open pages! pull tabs! press

pressure points and fold objects different 2)& lights will blink away on all


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over the page. hey can be a very efficient means of connecting holistically

with the technology savvy kids.

HORI/ON HYDROCAR TOY

he hydro car is a case in point. It does not depend on batteries or

electricity. *urprisingly this car produces its own energy! running entirely

on water. It is not only "ydrocar6s functionality! but also its trendy! scientific

design that sets it apart.SCRIBB+E BOTS

*cribble %ots is just a concept at the moment! but the idea is that children

can connect with their friends through the official website and share their

drawings! artwork and also the artistic process. he *cribble bots toy can

record and recreate movement so anyone with a scribble bot can

download your drawing and their scribble bot will draw it right for them!

then and there.

TOUCH SENSITIVE VIDEO GA(ES

5sually! a lot of people do not see any fun in playing with buttons and

joysticks. his concept of touch sensitive games employs touch sensitive

silicon that simulates the terrain in a game! empowering the users to feel

their way through. 4o major video game manufacturers are using

technology /uite like this as of now! but we could see such technology

being used in the future.


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-ARROT AR DRONE 0UADRICO-TER

#lying helicopter toys meets handheld video games with the Parrot AR

&rone Ouadricopter. his isn9t a simple chopper that flies around the

corner and crash because you can9t see it. his device has a built-in

camera that lets you see everything from an iPhone or other similar smart

phones. *ince joysticks are outdated! this toy uses tilting gyroscopic

controls! tilting the AR &rone as you tilt the iPhone.

(INDF+E1

Remote controls are a thing of the past. oys of the future use mind

control Mindflex is a telekinetic obstacle course that uses brainwave

activity to move a ball. +e9re not really sure how it works! but we like to

believe it9s because we have sci-fi like psychic powers.

(I+O

he next biggest innovation in the toy world does not belong to the genre

of barbies or remote controlled cars or thought controlled machines! but a

virtual best friend. %y late C@;@! Microsoft would release a new add-on for

the Qbox that will replace controllers with your own body. Milo is a virtual

boy who can hold a conversation! tell when you9re happy or sad! and

eventually build a relationship with you and your family members.


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and games market ey concerns - Rising prices! costs of education 3

medical care! and the decline in share prices he toys and games market

in India stood at Rs C>.G billion in C@@E and were expected to reach

Rs B?.? billion in C@@G Industry is growing C@J annually ")

-ROS-ERING INDIAN (IDD+E C+ASS

Slide 452

Maternity hospitals Play schools Pediatrician clinics "igh schools *hopping

malls Amusement parks +")R) $ PR$M$)S A&L)RI*)M)4 A4&

PR$M$I$4* Liral Marketing %anners 3 "oardings (ontests And

Ouies Print Media Pamphlets

The Indian Toy Industry There are a few things that go through

every child's mind and playing with their favourite toy is one such

thing that is on the top of their priority list. Each child always

looks forward to returning back to his/her home after school

hours just to be close to their favourite toy and spend time

fiddling or playing with it. Some children preserve it as closely as

if their life would depend on it. s times have changed! children's

demands for toys have changed too as now they no longer love

the usual run of the mill toys. Since the world has become

techno"centric! with each day seeing the introduction of a new

electronic toy or game! children too have become fond of the

latest version of their toys. #ith these changes also have come a

large variety of toys in the industry.

Industry Overview


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Since 'ction $an' replaced '%I &oe' and mini"motorbikes and

teddy bears started acting as toys! the market has seen a

northward shift in sales of toys. The domestic Indian toy industry

is now worth approimately (s. )*** crore and this important

fact goes on to rub in the fact that innovation indeed is the order

of the day. Toys! unlike in the past are now sold around the year.

t present! +* per cent of the sale happens during festivals and

another +* per cent during fairs and ehibitions. The remaining

,* per cent is round"the"year sale. The industry is growing at ,*

per cent annually and approimately one"third of it is

unorgani-ed. lso! the hinese angle as always plays a huge role.

Their toys have flooded the market during the last few years.

Sold at an average price of (s.0/" by the hawkers on the city

pavements! these innovative toys find tremendous customer

interest. #hen it comes to electronic and battery operated toys!

hina still rules the roost even though the domestic

manufacturers have hit back at them in some other categories of

toys in the recent times.


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INDIAN TOY IND&STRY

Si6e of the Indu"t#yIndian oy Industry6s market sie is about Rs.C?@

(rores where ;@J constitutes of organied sectors and


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His%o!+

Rattlers! pull carts! dolls! stackers! building

blocks! stuffed toys! train sets and various toys

are the child6s best friend during the long! hot

and dreary summer break. Interestingly these

products have varied range of traditional Indian

toys that are slowly coming back into vogue!

courtesy a makeover. )arlier there was time

when a clay dancing doll from Panruti 0amil

4adu1 which were shapes of birds! animals

and musicians from 2ucknow 05ttar Pradesh1

or a leather horse from 'walior 0Madhya

Pradesh1 could amuse a child for hours. oday!

however! the markets are brimming with a

variety of factory-manufactured toys ofdifferent brands.

As time passed the %arbie doll replaced the humble clay doll! while 2ego

took the place of simple wooden building blocks. 2ike the stackers could be

used to recognie similar objects! the 9pallankuhi9 0traditional board game

played in *outh India1 helps sharpen mental calculation abilities for children

and then the abacus improves mathematics. hese days different toys arerecommended for different age groups. hus children between one and five

years usually amuse themselves with stackers! while pre-schoolers can take

their first steps towards accounts with the help of a colorful abacus. *ome

Indian 4'$9s have taken the lead in reviving the traditional toy-making

industry by creating toys that are a take-off on the traditional ones! but with


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CHINA TOY IND&STRY

TAITMA has chal0ed o(t the $ollo.'n) l'ne o$ act'on $or

ach'e*'n) the des'red res(lts and atta'n'n) all-ro(nd )ro.th o$ the

to% 'nd(str%&

To ma0e concentrated e+orts to #r'n) all to% man($act(rers

(nder one common plat$orm o$ TAITMA& Th's .'ll stren)then the

Assoc'at'on 'n carr%'n) o(t 'ts de*elopment e+orts&

To ma0e stron) representat'ons to the Go*ernment o$ Ind'a to

cons'der 'ncl(d'n) the to% 'nd(str% 'n the l'st o$ 8Pr'or't%

Ind(str'es 'n *'e. o$ 'ts lar)e e,port potent'al and the to%

'nd(str%9s *'tal role 'n la%'n) stron) $o(ndat'on to $oster the

)ro.th and de*elopment o$ ch'ld9s 'ma)'nat'on and ed(cat'on&

To propa)ate a code o$ eth'cs amon)st the man($act(rers a)a'nst

pla)'ar's'n) others 'deas and prod(cts&

To see0 2nanc'al ass'stance and s(#s'd'es $rom a*a'la#le $(nd'n)

Go*ernment Inst't(t'ons solel% $or the )ro.th and de*elopment

o$ the to% 'nd(str%&6pla)'ar'sm o$7

To prepare 8To% Project Report co*er'n) all de*elopmental

aspects .'th $acts and 2)(res and e,planat'on o$ $act(al

pro#lems and recommendat'ons& Th's .'ll stren)then TAITMA9s

representat'ons and demands $or )ro.th o$ to% 'nd(str%&


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To prepare a and#oo0 on the to% 'nd(str% co*er'n) all rele*ant

Go*ernment not'2cat'ons/ spec'2cat'ons/ trade pract'ces/ all

rele*ant stat'st'cs/ names and addresses o$ to% man($act(rers/

traders/ etc& Th's .'ll #e *er% (se$(l to all concerned as the% )et

all 'n$ormat'on o$ to% 'nd(str% at one place&

To stron)l% represent to Central and State Go*ernments .'th a

j(st'2ed plea $or remo*al:red(ct'on o$ Sales Ta,/ Octro'/ E,c'se

and C(stoms le*'es&

To ed(cate and con*'nce the man($act(rers $or appl'cat'on o$

sa$et% standards $orm(lated #% Ind'an Standards Inst't(t'on to

ra'se the ;(al't% o$ the prod(cts& Th's .'ll res(lt 'n enhanc'n) the

mar0eta#'l't% o$ to%s #oth 'n the Ind'an mar0ets as .ell as

E,port mar0ets&

To ma0e stron) representat'ons to the M'n'str% o$ Commerce $or

j(st'2cat'on o$ e,port 'ncent'*es&

To ma0e a plea $or a separate E,port Promot'on Co(nc'l $or the

to% 'nd(str% or alternat'*el% to consol'date e,port o$ all to%s

(nder one Co(nc'l/ e&)& The Plast'cs and 1'nole(m E,port

Promot'on Co(nc'l and Trade Fa'r A(thor't%&

To ass'st 'n the $ormat'on o$ a consort'(m o$ man($act(rer-

e,porters (nder the )('dance o$ TAITMA&

To esta#l'sh an E,h'#'t'on Cell at the ead O3ce 'n M(m#a' and to

or)an'se To% E,h'#'t'ons tho()ho(t the co(ntr%& Th's .'ll res(lt 'n

p(rpose$(l relat'onsh'p #et.een man($act(rers and cons(mers&

To esta#l'sh !'spla% Centres $or to%s 'n the lead'n) c't'es o$ Ind'a&


30/34


31/34

MARKETING STRATEGIES OF CHINA

='th the cont'n(o(s 'mpro*ement o$ the nat'onal spend'n) po.er/

the Ch'na9s to% cons(mpt'on mar0et 'n $ast-)ro.'n) trend& A$ter

ch'na9s entr% 'nto to the =TO/ some o$ $ore')n to% compan'es to

open (p the domest'c to% mar0et ha*e #een )reat pro)ress& Ch'na


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to% mar0et has also #een a certa'n de)ree o$ de*elopment/ $rom

the c(rrent sales data and the capac't% o$ the domest'c to%

mar0et potent'al& Follo.'n) the =estern de*eloped co(ntr'es and

re)'ons #e)an to stren)then the constr(ct'on o$ tar'+ #arr'ers/

ant'-d(mp'n) pol'c'es and re)(lat'ons prom(l)ated/ ma0'n) Ch'na

to%s sold 'n the o*erseas mar0et cond't'ons #ecome more se*ere&

The to% enterpr'se 'n (nceas'n) see0s the Ch'na mar0etthe

#reach/ 'n order to the esta#l'shment and the 'nternat'onal mar0et

match Ch'na mar0et'n) stat(s&The thes's $oc(ses on the anal%s's

o$ Ma%cheon) To% Ch'na to% 'nd(str% stat(s/ pro$ess'on o$ *ar'o(scompet't'*e $orces/ Ma%cheon) To% 'n Ch'na mar0et#(s'ness

de*elopment and the ad*anta)es and d'sad*anta)es& To anal% Chapter

one 's the 'ntrod(ct'on #ac0)ro(nd o$ the thes's& In the Chapter

t.o 't descr'#es on the re$erenced mar0et'n)related theor% o$

accord'n)l%& Chapter three ma'nl% 'ncl(de on Ma%cheon) to%

Ch'na to% 'nd(str% mar0et anal%s's/ Ma%cheon) to% Ch'na mar0et

anal%s's/ S=OT anal%s's/ Ma%cheon) to% mar0et'n)pro#lems 'n

Ch'na& Chapter $o(r 's a com#'nat'on o$ the anal%s's/ $or the Ch'na

mar0et to dra. (p the to%s-prod(cts/ channels/ sales promot'ons

and pr'c'n)/ mar0et'n) strate)'es and $(t(re de*elopment o$

proposals and 'deas&
http://www.economics-papers.com/tag/china-markethttp://www.economics-papers.com/tag/china-markethttp://www.economics-papers.com/tag/china-markethttp://www.economics-papers.com/tag/marketinghttp://www.economics-papers.com/tag/marketinghttp://www.economics-papers.com/tag/marketinghttp://www.economics-papers.com/tag/china-markethttp://www.economics-papers.com/tag/china-markethttp://www.economics-papers.com/tag/china-markethttp://www.economics-papers.com/tag/marketinghttp://www.economics-papers.com/tag/marketinghttp://www.economics-papers.com/tag/marketing


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C O N T E N T S

PREFACE

ACKNO=1E!GEMENT

CERTIFICATE

!EC1ARATION 5Y TE CAN!I!ATE

INTRO!?CTION OF TOYS


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ISTORY OF TOYS

IN!IAN TOY IN!?STRY

ISTORY OF IN!IAN TOYS

INTRO!?CTION OF IN!IA TOYS

CINA TOY IN!?STRY

RESEARC METO!O1OGY

MARKETING STRATIGIES OF CINA

MARKETING STRATIGIES OF IN!IA

MA@OY IN!IAN P1AYERS

CASE ST?!Y TOYS OF TE F?T?RE

S=OT ANA1YSIS

S?GGESTION

1IMITATION

CONC1?SION

5I51IOGRAPY ENC1OS?RES

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Project - Sonam - Toys