St. Xavier’s College, Mumbai.

DEPARTMENT OF BMS

“MARKETING STRATEGY”

Submitted by: Submitted to:

Alan Fernandes Zilingo
UID NO. 154067
TYBMS
 ABSTRACT

The project aims to create an outline of the marketing strategy to be adopted by a toy company
who have been experiencing sales decline since past three seasons by introducing a new
product line. This will be done by analyzing the 4 P’s of the marketing strategy.

MISSION STATEMENT

To introduce a new product line and help the company boost sales and come out of the
slump.

PRODUCT

We would like to revamp traditional Indian toys and give them a modern touch that
appeals to the new generation kids. Toys and games were not only meant to keep children
entertained, but also to teach them how to develop their minds and understand what life
had in store for them. Unlike the fancy and expensive toys sold in stores today, traditional
Indian toys and games were simple and took their inspiration from nature. They were
designed on the basis of how a child would react to them and how it would apply to real
life.

Some of the traditional games and toys that can be revamped are:

1. LAKHOTI (MARBLES):
 Lakhoti is one of the most important traditional game which is played all over
India. It is also known by Kancha, Golli, Goti and Marbles (English). This game is considered as
one of the street games and this game increases the aiming and concentration skills.

2. BAGH CHAL (Tiger & Goat):

This classic board game, which originated in Nepal, involves the use of logic and
strategy as the goats had to use strategies to ward off and obstruct the path of tigers to
avoid being "hunted down".

3. PACHISI:
The Pachisi board is made of cloth in a patchwork design. The four arms/limbs of the board
are conjoined at the center called 'Char Koni'. Today, the game has modern variants like
Ludo.

TARGET AUDIENCE:

Even though toys and games are used by kids, the buying decision is in their parent’s
hands. So we plan to target both parents and children. We will target parents by
revamping the games which they played during their childhood and bring back their
memories and nostalgia and target kids by the introduction of games which they have
never played. As parents are targeted, they will also encourage their kids to play and also
participate with them.

PACKAGING & LABLING:

The packaging should be such that invoke nostalgia in minds of the parents. For this we can
use wooden boxes identical to which were prevalent back then. Example of such box is -

This will not only help in attracting parents but also keep the toys durable as toys often become
collectible and are carried forward to the next generation.
 PRICE

We would concentrate on economy pricing and bundle pricing. As the company has
been experiencing decline in sales since past three seasons, pricing the product at high price is
not advisable. We would keep the price economical and aim to sell more product. To sell more
products, bundle pricing can also be used. For e.g. Buy Pachisi and Lakhoti and get 20%
discount.

PLACE

We would focus on two aspects here which are the urban markets and
online sale. We will target urban markets through presence in super stores and major toy shops
and other promotional presence which will be covered later. Through online presence we will
be able to cater to a large audience and cover the whole market. Taking time utility into
consideration, we will increase our presence during festive seasons.

PROMOTION

In the modern world, promotion decides whether the product is a fail or hits a home run. As
parents are also our target audience, we will promote our product at places where parents and
children are together. One unique and effective way is to go to various nursery and high schools
during days like annual day or parent teacher’s meeting. Also, to target a more mature
audience, we can set up stalls at cafes or encourage them to keep our games at the table. We
can also use target advertising on platforms like Facebook, Instagram, Twitter etc. to capture
the attention of our target audience. Another way of promoting our product would be to rope
in a brand ambassador, someone who made his way up from a rural area and has command
over the masses.