Marketing Management II

Hamleys (Reliance Retail Limited)

SECTION-B

Submitted to: Submitted By:

Professor Pooja Darda GROUP- 9
Saumya Kumbhaj
Neelesh singh
Paritosh Goyal
Shreya Bansod
Mantasha Quereshi

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 Table of content

1. INTRODUCTION OF THE COMPANY

2. PRODUCT OFFERINGS OF THE COMPANY
3. USP OF THE PRODUCTS
4. GROWTH OPPORTUNITIES AND GEOGRAPHICAL
MARKETING AREA
5. C OMPETITOR’S DETAILS IN BRIEF
6. SWOT ANALYSIS OF HAMLEY’S
7. TARGET MARKET
8. CUSTOMER ANALYSIS
9. PRICING STRATEGIES
10.DISTRIBUTION STRATEGY
11.SALES FORECASTING METHOD
12.PROMOTION MIX
13. BUDGET AND IMPACT OF PROMOTIONAL ACTIVITIES
14.TRACKING PROCEDURE OF THE COMPANY RELATED
TO MARKETING ACTIVITIES
15. EVALUATION OF THE MARKETING PLAN
16. CONCLUSION

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 INTRODUCTION

Hamleys is a British multinational business with Indian ownership. It is one of

the biggest and most well-known toy stores in the world. It was built by
William Hamley in 1760 as "Noah's Ark" in High Holborn, London. In 1881, it
moved to where it is now on Regent Street. This flagship shop has more than
50,000 lines of toys for sale and is spread out over seven floors.

It is thought to be one of the most popular tourist spots in the city, drawing
about five million visitors each year. The shop was owned by the Hamley
family for many generations. When Hamley's grandsons took it over in 1837, it
was already a well-known business that had customers like kings and nobility.

An Indian company called Reliance Retail bought the chain in May 2019 for
about 67.96 million pounds. The company has more than 90 franchises around
the world and 26 locations in the UK. They have had the best quality games,
dolls, and toys for more than 250 years, and they always have the biggest range.
The name Hamleys is now always linked to toys because it has grown so
quickly.

Hamleys' wide range of toys, high-quality goods, and magical atmosphere all
spark kids' fantasies. People can have unique experiences there thanks to
exciting events, fun demos, and toy vendors. The best thing about Hamleys is
that it's fun for the whole family.

It has a lot of toys for kids of all ages, from toddlers to preteens and even adults.
The toys range from well-known brands to more traditional toys. This includes
the Hamleys brand, which is known for having great quality and play value.

PRODUCT OFFERINGS OF THE COMPANY

The marketing strategy of Hamleys can be explained by looking at its product

strategy and mix.

One of the most well-known toy retailers is Hamleys, which has multiple brands
of toys available at its locations. There are more than 50,000 lines of toys
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available in Hamleys' seven-story flagship store. Among the main products it
offers in its marketing mix are:

• Toddler & Preschool: Trains & Vehicles, Playsets, Learning Toys, Bath Toys,
Traditional & Wooden

• Soft toys: plushes with animals, bears, characters, and interactive features

• Arts & Crafts: Books, Science Kits, Make & Create, Drawing & Painting,
Models

• Dolls: Costumes, Roleplay, Luvley Boutique, Collectibles, Dolls

• Build It: Playmobil and Lego

• Action Toys: Playsets, Dress Up & Roleplay, Action Figures

• Games: Jigsaw puzzles, magic, children's games, family games, and traditional
games

• Outside: Go-karts, games, play centers, playhouses, and bubble and water toys

• Vehicles: Radio Control, Train Sets, Die Cast Cars & Tractors

Crayons, magic markers, and key chains are all available. If consumers wish to
give it as a gift, Hamleys offers lovely wrapping alternatives. Bright, brilliant
colors are used in the majority of toys to draw in young children. Kids merely
adore hanging around at the store and playing the games that are on display.

Products from Hamleys are of the highest caliber, and their meticulous
craftsmanship is evident. They consist of several kinds of toys. Youngsters
enjoy stuffed animals depicting their favorite cartoon characters. Other toys are
talking aliens, board games, and tail-wagging puppies.

The shop have following section

1. Boys section
2. Girl’s section
3. Science section

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 4. Art and craft
5. Books section
6. Musical instruments
7. Soft toys
8. Games and puzzles
9. Preschool section

VALUE PROPOSITION

Value Proposition
Hamley’s offers toys for various age groups of high quality and maintains the
safety standards across all the products offered.
The product categories include:
Age Groups
Toy Categories
0 to 11 months
● Dolls and Fashion
● Education and Construction Toys
● Infant and Preschool
● Role and Pretend Play
● School Supplies and Bags
● Soft Toys
● Sports and Ride ons
12 to 24 months
Value proposition of Hamley's provides high-quality toys for a range of age
groups while upholding safety standards for all its offerings. Among the product
categories are:

AGE GROUPS TOYS OFFERRINGS

0 to 3 years  preschool toys
 roll play toys.
 school bags and stationery
 soft toys
 sports toys
 dolls and fashion toys for girls
 Puzzle and games
 comic books and magazines
 novelty toys
3- to 4-year-old  Toy guns
 education and construction toys

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  doll house
 art and craft
 puzzles and games
 books and magazines
 new generation toys
 soft toys
 sports toys
 school bags and stationery
 preschool toys
 vehicles and remote-control toys
5- to 9-year-old  Toy guns,
 art and craft
 collectables
 vehicle and remote-control toys along with
tracks sets
 educational games
 puzzle games
 role-play toys
 soft toys
 sports toys
 school bags
 books and magazines
 novelty games
10 to 13 years plus  Art and craft
 school supplies and bags
 soft toys vehicles and remote-control toys
 games and puzzles
 books and magazines
 sports and ride on novelty toys
 educational games
 construction toys
 school supplies of bags and other stationery

Value Proposition
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Hamley’s offers toys for various
age groups of high quality and
maintains the
safety standards across all the
products offered.
The product categories include:
Age Groups
Toy Categories
0 to 11 months
● Dolls and Fashion
● Education and Construction
Toys
● Infant and Preschool
● Role and Pretend Play
● School Supplies and Bags
● Soft Toys
● Sports and Ride ons
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12 to 24 months
USP OF THE PRODUCTS

USP of the brand:

Hamleys is the oldest and most famous toy shop in the world. It opened in 1760
and has a long history. It makes me think of old times, custom, and quality
when I read this long history.

Experiential retailing: Hamleys does more than just sell toys; it builds
experiences that take you completely away. Demonstrations, engaging displays,
and activities in stores bring toys to life and get kids thinking creatively.

Hamleys has become a global symbol of childhood wonder and fun memories
thanks to its flagship shops in major cities around the world.

Premium Positioning: Hamleys carefully chooses a range of high-quality toys,

many of which are exclusive or limited edition. This is done to appeal to parents
who want the best options for their kids.

Focus on Child Development: Hamleys knows that play is good for learning
and growing, so they make sure that their products are appropriate for a range of
age groups and hobbies. This way, they can help kids develop their creativity,
learning, and social skills.

USP of the product:

Wide Range: Hamleys has an unbeatable selection of toys for kids of all ages,
genders, and hobbies, from old favorites to the newest tech toys and educational
games.

Innovation and Uniqueness: Hamleys is always looking for new and different
toys, and they often work with big brands and artists to make special items.

Quality and Safety: Hamleys uses only high-quality materials and follows tight
safety rules, so parents can be sure that their products are safe.

Personalization: Many Hamleys shops offer services like embroidery and

engraving that can be used to make gifts more unique and memorable.

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Playful Design: Hamleys toys aren't just useful; they're often also beautifully
made and designed, which adds to the fun of playing with them.

GROWTH OPPORTUNITIES AND GEOGRAPHICAL MARKETING AREA

The famous toy store Hamleys continues to delight both kids and adults.
However, in today's constantly changing market, it's important to find new
growth chances and strategically expand its geographical reach in order to keep
its magical touch.

Growth Opportunities:

Omnichannel Integration: It's important that online and offline interactions

work together smoothly. Tech-savvy customers can be attracted by making the
e-commerce site stronger, letting customers click and collect their orders, and
making virtual experiences that are fun and interesting.

Experience-based retailing: Hamleys is great at making memories, not just

selling toys. Families can be more interested and more people can visit by
adding more interactive areas, holding workshops, and teaming up with well-
known brands.

Diversification and personalization: Having new, educational, and

environmentally friendly toys available along with traditional ones helps people
with a wide range of hobbies and concerns. Customer involvement can be raised
with personalized suggestions and loyalty programs.
Digital Content & Communities: Making interesting online content, like how-
to videos for toys or educational videos, builds brand trust and brings in new
viewers. Creating online groups for kids and parents boosts participation and
makes marketing by word of mouth easier.

Global Expansion: Hamleys's unique name and expertise make it very

appealing to new customers. Focused growth into areas with lots of extra cash
and a growing middle class, like some parts of Asia and Africa, can lead to big
gains.

Marketing areas based on location:

Developing economies: As people in India, China, and Brazil get better jobs
and earn more money, they move to cities more, which is good for high-end toy
shops like Hamleys.
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Tourism Hotspots: Places like Dubai and Singapore that get a lot of tourists
can provide a fixed audience for the Hamleys experience.

High-End Retail Districts: You can attract a select group of customers looking
for high-end toys and one-of-a-kind experiences by partnering with high-end
shopping malls or opening shops in wealthy neighborhoods.

Untapped Regions: Hamleys can be a market leader and get a share of areas
where there aren't many established toy stores, like parts of Eastern Europe or
Latin America.

Things to Think About for Expansion:

Cultural Preferences: When making product offers and advertising plans, you
should think about how people in your area like to play and what foods they
like.

Competition: It is very important for Hamleys to understand its competitors

and show how its unique value offering sets it apart.

Logistics and Infrastructure: For businesses to run smoothly in new areas,

they need to make sure their supply chains work well and build their store
networks.

Regulatory Environment: Before going into new areas, you need to learn
about the local rules and license requirements.

By focusing on these growth possibilities and carefully choosing new

geographic markets, Hamleys can keep the magic of play alive for people all
over the world and continue to be the most beloved toy store in the world for
many years to come.

C OMPETITOR’S DETAILS IN BRIEF

The competition for Hamleys, the famous toy store, is wide-ranging and always
changing. For making good plans and keeping its own brand personality, it's
important to know who its competitors are in real life and online.

Direct Competitors:

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 FAO Schwarz: Has a similar history and focuses on experience shopping, but it
is mostly found in the US.

Lego Stores are specialized in the famous Lego brand and have a strong
following of loyal customers.

Toys R Us is a long-time rival that is having trouble, but its recent comeback
could make it a new threat.

Smyths: They have a big footprint in Europe and Ireland and offer a family-
friendly experience at a range of price points.

Walt Disney owns Disney Stores that sell licensed goods based on well-known
characters and brands.

Mattel is a big toy company that doesn't have many stores, but its license deals
and brand power have an effect on the market.

Web-based rivals:

Amazon is a huge online store with low prices and a huge customer base. It is a
major threat to all real stores.

Walmart and Target should have toy areas online that are easy to use and have
low prices to attract customers who are watching their budgets.

Pureplay Predators:

Zulily focuses on flash sales and limited-edition items, which appeal to people
who like to save money and have specific hobbies.

Buybuybaby focuses on selling goods for babies and toddlers, aiming to please
a specific group with carefully chosen items and reasonable prices.

SWOT ANALYSIS OF HAMLEY’S

🌟 Strengths 🤔 🚀 🛑 Threats
Brand

Weaknesse Opportunitie
s s
HAMLEYS 1. People have a very 1. High- 1. Should 1.Other toy shops
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 strong awareness for end stores focus more that sell toys
brands. 2. mainly on 2.outdoor games
2. A well-known toy goes after developing 3. Watching TV
store chain around the wealthy countries. 4.Video games and
world people 2. It can add the Internet
3. Have a lot of more kinds
customers and sell a of products
lot of different toys. to its list.
4. Has an influence
around the world.
5. It has stood the test
of time and still has a
big influence in the
world's biggest cities.
6. Putting an emphasis
on the customer
experience increases
worth.

TARGET MARKET

Children (Ages 0-12): The primary demographic for Hamleys is children of

various ages. The store has a large selection of toys, games, and activities for
children of all ages and interests. Hamleys aspires to provide children with an
amazing and engaging experience, making the store a go-to place for fun and
entertainment.

Parents and Gift Buyers: Parents, grandparents, and other family members
who want to buy gifts for their children are an important target market. Hamleys
markets itself as a trustworthy provider of high-quality, safe, and amusing toys.
The business caters to gift purchasers looking for one-of-a-kind and fascinating
gifts for special events such as birthdays, holidays, and celebrations.

Toy Enthusiasts and Collectors: Hamleys also draws toy enthusiasts and
collectors who like researching unusual and exclusive things and appreciate a
diverse assortment of toys. Limited edition and collector toys, as well as
nostalgic or vintage toy collections, may appeal to this demographic.

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Tourists & Visitors: As a renowned toy store, Hamleys frequently draws
tourists and visitors seeking a memorable shopping experience. The flagship
shop in London, for example, is a major tourist destination that draws visitors
from all over the world.

Educators and Schools: Hamleys may target educators, schools, and childcare
facilities in search of educational toys and learning supplies. The store's varied
selection of educational and STEM (Science, Technology, Engineering, and
Mathematics) toys may appeal to organizations concerned with the development
of children.

Event Planners: Event planners and organizers searching for entertainment and
prizes for children's parties, events, and celebrations may visit Hamleys. The
store's selection may be appropriate for party Favors and themed décor.

Hamleys' marketing and product assortment are tailored to these varied

demographics, resulting in a warm and inclusive setting for families and anyone
interested in the world of toys and play. The brand's commitment on delivering
a wonderful and interactive in-store experience adds to its wide appeal across
demographics.

CUSTOMER ANALYSIS

The famous toy shop Hamleys does very well by getting to know all of its
different kinds of customers. Let's look into the thoughts and hearts of people
who shop at Hamleys:
The ideal customers and client base:

Families with young children: Parents looking for high-quality, fun toys for
their kids can't resist Hamleys's immersive environment and carefully chosen
range. Focusing on experience shopping brings families of all ages together,
which makes brand loyalty stronger.

People who are wealthy and have high hopes: Customers who have extra
money to spend and want one-of-a-kind items are drawn to the high price and
prestigious brand image. People in this group often buy toys for themselves or
as gifts for other people.

People who collect and enjoy: The specialized areas of Hamleys are a great
place for adults who love certain types of toys, like model trains, action figures,
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or collectibles. There is a wide range of products and knowledgeable staff to
meet their specific needs.

Profile of the current consumer:

Age: Hamleys serves a wide range of people, but most of the toys they sell are
for kids 0 to 12 years old. Parents and grandparents of all ages also go to the
stores, either for fun or to add to the magic.

Sex: Hamleys is usually linked with boys, but it has added dolls, educational
toys, and STEM-focused items to its selection to attract girls. Because there are
so many action toys and superhero items, the store's customers are mostly men.

Income: Hamleys aims its toys at middle-class and upper-middle-class families

who have extra money to spend on nice games. But because their shops are easy
to get to and sometimes offer discounts, they get a wider range of customers.

Geography: Hamleys is present all over the world, but its customers are
different in each area. In developed countries, it targets the wealthy group we
already talked about. In developing markets, however, it appeals to people with
a wider range of incomes because it is new.

Location: Hamleys stores are placed in places with a lot of foot traffic, like
shopping malls and tourist spots. This makes it easy for families to get there and
brings in people who want to buy something right away.

Shared Habits:

Value time with family and experiences. Customers want more than just toys;
they want to make memories with their children and play with others. The
participatory space and events at Hamleys meet this need.

Appreciate quality and one-of-a-kind items: Customers know that the brand
is dedicated to using premium materials, coming up with new designs, and
providing unique items.

Accepting play and imagination: Toys aren't just for playing; they're seen as
tools for growth and creation.

Things that are wanted by them:

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Unbeatable product range: Customers expect a huge range of toys for all ages
and hobbies.

Safety and high-quality craftsmanship: Longevity, safe materials, and

attention to detail are the most important things.

Immersive and interesting experience: the store setting, interactions with

staff, and events should inspire creativity and energy.

Competitive prices and good value for money: People like high quality, but
discounts and reward programs are also nice.

Strong online presence and a smooth experience across all channels: People
are getting used to being able to browse the web, click on items and pick them
up at a store, and easily have them delivered.

Things that could be better:

Accessibility and affordability: You could get more customers if you raised
the price range and added more choices that were easy on the wallet.

Improving online platforms, providing omnichannel services, and using data

analytics to tailor customer experiences could all lead to more involvement.

Meeting changing consumer tastes: Keeping your products up to date with the
newest technology and pop culture is a popular way to reach younger people.

Buyer Persona:

Customer Name: Maya

35 years old, mother of a boy 6 years old and a girl 4 years old.

Income: Professional, upper-middle-class.

In the middle of the city, close to a Hamleys store.

 Values spending time with her family and giving her kids fun things to
do.
 Looking for good teaching toys that make kids think and create.
 Likes Hamleys' unique selection of products, fun and lively atmosphere,
and knowledgeable staff.
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  Enjoys easy web shopping and the ability to "click and collect."
 Hamleys can keep bringing the fun of play to families all over the world
by getting to know their customers and always improving what they have
to offer.

PRICING STRATEGIES

Basically, Hamleys markets itself as a high-end, historical brand that sells one-
of-a-kind, high-quality toys in a fun and interesting store setting that helps kids
of all ages learn, grow, and make memories through play.

Hamleys is a high-end brand that mostly sells to affluent families in tier-1 and
tier-2 towns. The cost ranges from 500 to 4000 rupees.

They sell in specialty shops, Hamleys stores in big malls, and online at sites like
Amazon, Flipkart, and FirstCry. They charge more because of the brand name
and the quality of the goods. When holidays like Black Friday come around,
they lower their prices by up to 20%. You can get the stuffed animals and
smaller toys for pretty reasonable prices.

The well-known toy store Hamleys has to find a fine balance between keeping
its high-end brand image and making its goods available to more people. Let's
look at the most important parts of their price strategy:

Premium Positioning:

High-quality toys: Hamleys buys only the best toys from well-known names,
focusing on toys with strong materials, well-made construction, and long life.
This reason makes their prices more reasonable.

Unique and limited-edition items: Toys that are limited-edition or exclusive

give the impression of being rare and appeal to fans, so they often sell for more
money.
Experience-based shopping: Hamleys does more than just sell things; they also
give activities, demonstrations, and hands-on experiences inside their stores.
The high price is fair for this high-end event.
Planned Accessibility:

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Price levels: Hamleys has different price levels to fit people with different
means. They have both cheap and expensive toys, so everyone can find
something they like.
Seasonal sales and promotions: Hamleys often has sales and discounts, which
makes their goods easier to get during certain times of the year.
Membership programs: Loyalty programs and memberships offer special
discounts and perks to people who shop there often, which makes expensive
items easier to get.

Competitive analysis: Hamleys keeps an eye on the prices that their

competitors are charging and changes their own prices to match. This way, they
stay competitive without lowering the value of their brand.

Demand-based price: Hamleys may use flexible pricing to make the most
money during busy times or for toys that people really want.
Product lifecycle pricing: As a product's lifecycle comes to an end, Hamleys
may offer discounts or clearance deals to get rid of old stock and make room for
new items.

Overall, Hamleys' pricing approach is a good mix of high-end and low-cost.

They appeal to both serious fans and families looking for good deals by
providing high-quality goods, one-of-a-kind experiences, and smart price
changes. They can keep their brand image while attracting a bigger range of
customers thanks to this flexibility.

Pricing that are used by Hamleys:

1. Premium Pricing:

Hamelys markets itself as a luxury toy seller that serves well-to-do families.
Their toys are frequently more expensive than comparable goods found
elsewhere. This tactic uses the brand's history, in-store encounters, and carefully
chosen merchandise to support the high price point.

For example, a simple wooden dollhouse at Hamelys could set you back £100,
but the same dollhouse at a dicount store might only set you back £30.

2. Bundled Pricing:

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Hamelys frequently offers discounts or exclusive deals to customers who buy
multiple items in bundles. Customers are encouraged to spend more money as a
result, and a sense of exclusivity and value is created.

For instance, a £50 "Princess Tea Party Set" would include a tea set, dolls, and
accessories, making it more enticing than purchasing the items separately.

3. Price Discrimination:

Based on customer segments, seasonality, and location, Hamelys uses price

discrimination. For example, flagship stores in large cities may charge
marginally more than smaller stores. Seasonal sales and discounts, such as those
for families starting school, are aimed at particular customer segments.

For instance, the Regent Street flagship store may charge a little more for a
well-known remote-controlled car than a smaller location.

4. Loss Leaders:

To draw customers, Hamelys strategically employs loss leaders by providing a

limited number of items at a discounted price. Sales of more expensive goods
can then be generated from this foot traffic.

Example: During a sale, a well-known board game might be discounted to

encourage customers to visit the store and maybe buy other toys at full price.

5. Psychology Pricing:

Hamelys uses psychological pricing strategies to give the impression of a deal,

such as ending prices in.99. Additionally, they openly show off pricey toys next
to less expensive ones, giving the latter an air of superiority.

For example, a £9.99 plush animal seems more desirable than a £10 one.

DISTRIBUTION STRATEGY

In India, Hamleys has brand stores in all of the country's big cities and in a
number of malls. Toys can be bought online at Amazon, Flipkart, and FirstCry.
Besides its main shop on Regent Street in London, the chain has ten other
locations in the UK. It also has more than 60 franchises around the world.

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The Indian company Hamleys now has 39 stores in 19 cities.

The well-known toy store Hamleys uses a variety of delivery methods to reach
its many customers all over the world. Let's look at the important parts:

1. Direct Retail shops: Hamleys' most famous shops provide an immersive

and memorable shopping experience. Their unique designs, fun displays, and
hands-on activities make them a wonderland for both kids and adults. These
shops bring in a lot of local and tourist customers, which builds brand loyalty
and makes money for the stores.

2. Online presence: Hamleys has set up a strong e-commerce platform because

they know more and more people are buying online. This lets customers easily
look through and buy a huge range of toys, no matter where they are. They offer
several delivery choices to help parents who are short on time or who can't get
to the store.

3. Wholesaling and franchising: Hamleys grows its business by teaming up

with other stores and agents to sell its products. Selling Hamleys goods in bulk
to department stores and toy stores makes the brand more well-known and
reaches more people. Through franchising, local business owners can use the
Hamleys name and expertise to open stores in new areas while keeping quality
control high.

4. Strategic Partnerships: Hamleys works with many other companies and

brands to reach niche markets and take advantage of chances to promote each
other. Working with well-known brands, movie studios, and even theme parks
can help Hamleys reach new customers and get them excited.

5. Omnichannel Integration: Hamleys is using an omnichannel method

because they know that online and offline shopping are linked. This includes
click-and-collect choices in stores, loyalty programs that work both online and
off, and information about product availability that works across all platforms
without any problems.

Things that Company keep in Mind while deciding on the distribution strategies

Local adaptation: Hamleys changes how it distributes its products to fit the
needs and tastes of people in different areas.

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Inventory management: It's important to keep online and offline inventory
amounts in balance and make sure delivery works well across all channels.

Adopting new technologies: Using cutting-edge tools like AI-powered

suggestions and online shopping can make customers more interested and
increase sales.

SALES FORECASTING METHOD

To correctly predict future demand, the famous toy store Hamleys uses a
combination of quantitative and qualitative methods to make sales predictions.
There are a few main things they probably do:

Quantitative methods:

Historical Data Analysis: Looking at past sales patterns, yearly patterns, and
the effects of outside factors like holidays and the economy gives us a starting
point for predicting what will happen in the future.

Techniques for Predicting Time Series: Using statistical models like ARIMA
(Autoregressive Integrated Moving Average) or ETS (Exponential Trend
Smoothing) lets you look at trends and patterns in a more complex way.

Regression Analysis: Finding links between sales and things like advertising,
rival prices, and big-picture economic indicators helps make predictions even
more accurate.

Use of Qualitative Methods:

Expert Opinions: Asking internal sales teams, shop managers, and experts in
the field for their thoughts on expected market changes and trends.

Market research and polls of consumers: Qualitative data like surveys and
focus groups are useful for finding out what customers want to buy, how they
react to deals, and what they plan to buy.

Scenario planning: Making different predictions based on possible changes in

the economy, customer behavior, and what competitors might do gives you
more options and backup plans.

How to Integrate and Improve:

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Using More Than One Method: It's possible that Hamleys uses both
quantitative and qualitative methods together, using the best parts of each to
make the most accurate predictions.

Regular Checks and Changes: Predictions don't stay the same, and Hamleys
probably keeps a close eye on sales data, making changes to their predictions as
needed based on actual performance and events that came up out of the blue.

Using sales forecasting software and data analytics tools together speeds up
and improves the way data is processed and displayed, which helps people
make better choices.

Things Hamleys Considers:

Seasonality: Holidays and other special events are when toy sales are highest,
so predictions need to be changed all through the year.

Conditions of the Economy: As the economy changes, so do people's spending

habits, which affects the desire for high-end toys.
Product Launches and advertising: Targeted advertising and the release of
new products can have a big effect on sales numbers.

Actions by rivals: Hamleys' predictions probably consider what rivals might

do, such as their pricing strategies and any new products they might release.

Location-Specific Factors: Sales patterns may be different in different stores

depending on the people who live there, their cultural tastes, and the number of
tourists who visit.

Challenges and Opportunities:

Unexpected Events: Pandemics, economic downturns, or problems in the

supply chain can throw predictions off, so they need to be changed quickly.

Changing Consumer Trends: It's important to keep up with new technologies

and changing toy tastes to make accurate predictions.

Omnichannel Integration: It's harder to make accurate predictions when both

online and offline sales platforms are active at the same time.

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Hamleys gets around these problems by using a good mix of quantitative and
qualitative methods. They also use sales forecasting to make smart business
choices, keep their inventory at its best, and keep the magic of play alive for
future generations.

PROMOTION MIX

1. Sales Promotion:

In-Store Promotion: Hamleys can run in-store campaigns by providing special

discounts or unique bundles for specific toy categories. A "Buy One, Get One
Half Off" sale on board games, for example, or a discount on famous toy
brands, might draw shoppers in-store.

Online Promotion: Through their e-commerce platform, Hamleys may launch

online promotions. This might include limited-time discounts on certain
products, free delivery on online orders above a particular amount, or
promotions available only online. To boost visitors to the online store, online
promotions might also use social media and email marketing.

2. Individual Selling:

In-Store Employees: Hamleys' in-store employees can act as toy experts,

making tailored suggestions and displaying items to consumers. They may
interact with children and parents, making the shopping experience memorable
and entertaining. Well-trained employees can emphasize the unique qualities of
various toys and assist clients in making educated judgments.

3. Marketing on social media:

Ad Campaigns: Hamleys can build engaging social media ad campaigns

highlighting the latest and most popular toys. Video advertisements showcasing
the enjoyable and educational features of specific toys may be especially
effective. These advertisements can target parents and gift-givers, urging them
to shop in-store or online.

Influencer Marketing: Collaboration with parenting influencers or kid-centric

content makers on platforms such as Instagram and YouTube can help Hamleys
expand its reach. Influencers may make unboxing videos, product reviews, or
films of their children playing with Hamleys toys, delivering genuine
endorsements that resonate with their following.
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Engagement strategies: Hamleys may execute interactive social media
campaigns such as giveaway, surveys, and user-generated content challenges.
Encourage consumers to share their best Hamleys moments, toy creations, or
playing experiences to help the company establish a feeling of community.

By integrating these tactics, Hamleys can develop a comprehensive marketing

strategy that addresses both in-store and online purchasing experiences. The
objective is to increase sales while also improving brand image, fostering
customer loyalty, and creating a pleasurable and memorable relationship
between customers and the Hamleys brand.

BUDGET AND IMPACT OF PROMOTIONAL ACTIVITIES

Hamleys, the famous toy store, knows how important it is to have fun and
connect with stories. This magic also shows up in the way it markets itself. The
way it divides up its budget and plans its promotions are carefully planned to
amaze people and boost sales.

Factors affecting the budget:

Setting Goals: Hamleys starts by making clear goals, like raising knowledge of
the brand, getting more people into stores, or promoting certain product lines.

Target Audience Understanding: The budget is split between channels based

on the age, income, location, and hobbies of the ideal customers.

Channel Mix: Hamleys uses a variety of methods, including traditional media

like TV and print ads, as well as internet marketing, in-store experiences, and
partnerships.

Seasonal Changes: Holidays and busy times get more money from the budget
to take advantage of more people coming in and planning to buy.

Historical Data and Industry Benchmarks: How well a campaign did in the
past and how much other companies spent can help you decide how to spend
your money.

Flexibility and Agility: Hamleys sets aside some of its funds for reactive
campaigns and taking advantage of new trends.

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Impact of Promotional Activities:

Brand Building: Hamleys' famous stores, fun events, and Mr. Hamley, all help
to create a strong brand image that people connect with quality and happiness.

Getting people to walk into stores: Film tie-ins, strategic relationships with
popular franchises, and in-store events like toy demos and workshops bring
families and tourists to stores.

Getting more sales online: Online purchases are sparked by a website that is
easy for people to use, focused online ads, and social media campaigns with
interesting content and partnerships with influencers.

Promotions and new product launches: Dedicated campaigns for new toys
and holiday sales get people excited and make them more likely to buy
something on the spot.

Customer Loyalty: Birthday greetings, loyalty programs, and targeted email

marketing all help build relationships and get customers to come back.

TRACKING PROCEDURE OF THE COMPANY RELATED TO MARKETING

ACTIVITIES

Hamleys uses several different metrics to figure out how well its marketing
budget and promotional events are working:

Sales numbers and conversion rates: Keep track of how efforts directly affect
sales and how well they lead to purchases.

Traffic to and activity on your website: Keep an eye on your online reach,
click-through rates, and time spent on the website to see how well your online
marketing is working.

Social media engagement: Look at views, follower growth, and interactions to

get a sense of how people feel about your brand and how far it reaches.

Brand recognition and recall: To find out how well marketing has solidified
the brand picture, do surveys or keep an eye on online mentions.

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Traffic in the store and feedback from customers: Keep an eye on foot
traffic, event attendance, and direct customer feedback to see how well
discounts work in real stores.

Some Metrics that are used by the company.

Metrics for Sales:

sales Breakdown: Examine sales data by product category to see which sorts of
toys are performing well and to discover possible areas for growth or
improvement.
Seasonal Trends: Monitor sales performance throughout peak seasons and
holidays to capitalize on trends and modify inventory as needed.

Metrics for Customers:

Implement a systematic method to gathering and analyzing customer feedback
via surveys, reviews, and social media to determine client preferences and areas
for improvement.
Customer segmentation: Use demographics, purchasing habits, and
preferences to adapt marketing techniques to target groups.

Metrics for Digital Marketing:

Conversion Funnel Analysis: Examine each stage of the client journey on the
website, from the first visit to the final transaction, to discover possible areas for
improvement.
Calculate the return on investment for social media efforts by comparing
engagement indicators with sales data.

Brand Recognition:
Conduct brand perception surveys to learn how the brand is viewed in the
market and to find chances for brand enhancement.
Impact of Partnerships: Evaluate the impact of partnerships and
collaborations on brand exposure and resonance.

Problems and new ideas:

Omnichannel Integration: It can be hard to figure out how to attribute sales

across online and offline channels and how different marketing actions affect
each other.

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Changing Customer Behaviour: Adapting and trying new things all the time
is needed to keep up with changing digital habits, trends, and platforms.

Data Privacy and Targeting: It can be hard to keep up with changing privacy
laws and find the right people to target without being too annoying.
In conclusion:

Hamleys's success comes from making sure that all of its marketing and
advertising efforts fit together well. Hamleys continues to inspire new
generations and keep the magic of play alive by knowing its audience, having a
flexible budget, and keeping track of its offline and online effects.

EVALUATION OF THE MARKETING PLAN

To keep its business going, Hamleys, the wonderful toy store, knows how
important it is to review its marketing plans. The following is one way they
could answer your questions:

1. Did we achieved our goals?

To see if they met their goals, Hamleys looks at things like sales numbers,
website traffic, brand knowledge surveys, and other metrics. If they wanted to
get more people to come in, they would look at the number of visitors before
and after the campaign. In the same way, specific goals would be used to
measure online sales or social media activity.

The way the effort did as a whole is taken into account, as well as individual
parts. Did a certain TV ad hit home with the intended audience? Did an event
in-store cause people to buy things online?

2. Did the marketing strategy work?

There's more to success than just meeting your goals. Return on Investment
(ROI) is what Hamleys is looking for. Did the effort bring in enough money to
cover its costs? To figure this out, they divide the total amount of money made
by the costs of the effort.
Metrics about money don't show the whole story, though. They also think about
how people see the business, how engaged customers are, and the long-term
effects. Did the campaign make Hamleys's business look better? Did it make
people want to buy from you again?

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3. What percentage of sales did you get?

The conversion rate shows what percentage of people who saw the ad did what
was wanted, like going to a store or buying something. Based on the marketing
goals, Hamleys keeps track of different conversion rates. For instance, they
might keep track of the percentage of website users who actually buy something
online or the percentage of event attendees who actually buy toys.
By looking at conversion rates on various platforms and campaign elements,
they can figure out what works and what doesn't, which helps them make future
efforts more effective.

4. What use is the survey database for making more plans?

Survey data helps Hamleys figure out what its target audience likes, how they
feel about certain campaigns, and how they feel about the business in general.
This useful information helps with planning for the future in a number of ways:

Finding and focusing on specific groups: By knowing what their audience

likes, marketers can make sure that their next ads appeal to a wider range of
interests and demographics.

Changing the message and the creative: Survey results help change
communication, so it better connects with the target group.

Getting campaign parts better: By figuring out what worked and what didn't
in past efforts, they can improve future ones to have a bigger impact.

Building customer loyalty: The answers to surveys can help improve loyalty
programs and personalize marketing, which makes relationships with customers
better.

By carefully looking at its marketing tactics and making use of data, Hamleys
can keep changing and improving its plans to keep the magic of play alive for
years to come.

Other Things they Think About:

Hamleys uses A/B testing and other comparative methods to find out which
parts of their campaigns work best and improve overall performance.

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To get a full picture of the campaign's effects, they may also look at non-survey
qualitative data, like customer comments on social media or in-store
conversations.

Market research and analysis of competitors are very important for making
future marketing choices and making sure that Hamleys stays relevant and
competitive in the toy market as it changes.

Conclusion

In conclusion, Hamleys' marketing plan works because it uses both magic and
numbers in a sweet way. When they decide how to spend their money, they
make sure that brand-building elements like iconic stores and fun experiences
are balanced with promotions and internet campaigns that are carefully made
for different groups of people. They keep improving their strategies by keeping
track of more than just sales numbers to see how well they're doing. These
numbers include brand recognition, customer connection, and return on
investment. And like a master toymaker, they use poll data to personalize,
improve, and change their marketing magic, making sure that every child, no
matter how old, can find their own piece of wonder inside Hamleys. The
company stays ahead of the toy industry by using data to guide their decisions
and always focusing on fun activities and interesting stories. They are ready to
spark ideas and happiness for future generations.

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