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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&
8/10/2019 Project - Sonam - Toys
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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/Pet8/10/2019 Project - Sonam - Toys
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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/Athens8/10/2019 Project - Sonam - Toys
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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-yo8/10/2019 Project - Sonam - Toys
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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-78/10/2019 Project - Sonam - Toys
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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&
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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/marketing8/10/2019 Project - Sonam - Toys
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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