Market Resarch For Toys Industry
...4
Perceptual Map 5
Marketing Objective 6
Positioning the product 6
Product strategy 6
Place strategy 7
Price strategy 8
Promotion strategy 9
Advertisement 10
Appendix A 11
Appendix B 13
Appendix C 13
EXECUTIVE SUMMARY
Product type: The product for this project is interactive and programmed toy/bear for children. The name is Bozzy Toy
Company: The Company chosen for producing this product is Toys R s
Market Situation:
Highly differentiated competitive market
Many market drivers e.g. decreasing child population, increasing PDI
Demand for consoles & computer games growing faster than for traditional toys
Internet buying is large section of the market
Future Market goals:
Build robust and enduring strategies
Diversification of products to maintain its position
Emphasis on customer satisfaction – customers believe that Toys “R” Us are the best at what they do
lack of intermediaries
strong ‘In Stock Position’
Conclusion:
Toys “R” Us, are the largest toy specialty retailing chain. The key to their success is widest choice and everyday prices. At Toys “R” Us customers can feel confident of finding a suitable toy and paying a price which is unlikely to be beaten a rival outlet.
Description of one target market and buyer behavior:
The target market is grandparent in particular the young grandparents and below is why this segment was chosen and the target market behavior.
About one-third of American adults are grandparents
As a group, American grandparents spend more than $30 billion a year on their grandkids, a two-fold increase over what was spent a decade ago. Grandparents represent 15% - 25% of the annual toy dollars spent, depending on the individual toy category.
Grandparent purchases are a significant factor in...
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