Indian Toy Industry

Indian Market Size – 2500 crore , 10% orgnized (250 crore) and 90% unorgnized

India is ranked 8th in terms of the size of the industry , US is ranked 1st

An average Indian kid spends 5$ (250 RS ) on a toy , US kid spends 281 $(14000 RS)

Funskool has a market share in India of 30%

Mattel has a market share of 26%

 Toy Market Toy Market
2007 2008

Lativ Am & carib Lativ Am & carib

7% 8%

Europe
Europe 29%
32%

North America North America

31% 30%

Asia
Oceania Asia Oceania 27%
2% 24% 2%
Africa Africa
4% 4%

Size: Size:
US$78.666bn US$78.091bn
THE ADVENTURES OF ZEE & BO
Logo of WB and picture of ZEE and BO
PRODUCT

An animated series and various merchandise of

different characters of the series
Merchindise
Dolls
Time Machine
School Kits
Apparels
Board Games
Video Games
Watches
Comics
Room Interiors
Pricing
Manufacturing Cost – 70Rs
Company profit 70 (100%)
Distributors margin – 20 (14%)
Retailers Margin – 40 (25%)

MRP = 200
Place
Tier 1 and Tier 2 Cities
Promotion
In School Promotion
All School Contest
Game Zones in Malls
Interior decoration of Play Schools
Kids Saloons
Tie up with Lil Champs
New Rides at Esselworld and Other amusement parks
Colabration with Hobby Ideas
BCG

HIGH SCHOOL HANNAH

MUSICAL MONTANA
BCG

BARBIE HANNAH MONTANA

HIGH SCHOOL MUSICAL
ANSOFF

ZEE & BO
Porters Game Plan
COST LEADERSHIP
Hierarchy of effects
Segmentation & Targeting
School going kids in the age group of 5 – 13 yrs.
Family MHI Rs. 40,000 /-
After school they enjoy playing with their friends.
They enjoy eating at Mc Donalds, watch animated
cartoons and movies.
They buy various merchandises of different characters.
Positioning
Fun and Adventure
Brand prism
 Equity Grid
HIGH 2 3
Niche Brands Established
Growth Brands High Equity Brands
BRAND
STRENGTH HANNAH MONTANA
(Differentiation
& Relevance) 1 4
New Brands Underperforming
Declining Brands Brands
Revitalization Potential
Brands
LOW
ZEE & BO

LOW BRAND STATURE (Knowledge & Esteem) HIGH