KIDDY CLAY

MERCHANDISING & RETAILING

Submitted By:
Usman Qamar Khan
Fahad Ahmad Khan Khakwani
Ahmad Qadeer Khan
Hanan Iqbal

Submitted to: Prof. Tayyab Adeel

NARA Factory Co. Ltd is a multinational company with a
vast range of Modeling Clay products.
It is situated at188 Moo 4, Anamai-ngamcharoen Rd.,
Takam, Bangkhoontien, Bangkok, Thailand.
 NARA FACTORY CO LTD (THAILAND)
Nara Factory manufacturers of kiddy clay
Kiddy Clay for modeling is one of the most famous
fun activity in kids.
Worlds 2nd largest Clay Manufacturer
CERTIFICATION

Certified from THE BUREAU

VERITAS CERTIFICATION
(THAILAND) Health Department Thailand

Conforms To:
1. European Standards EN71(Part 1,2,3,9,10 and 11)
2. U.S Standard (ASTM D-4236, CPSIA)
3. Australia/New Zealand Standard(AS/NZ ISO 8124)
 PRODUCT DESCRIPTION
An oil based material GLUTEN FREE
It will not dry out, harden or shrink even leaving in the
air for a long time.
It can be used again and again. There is no fungus
occurred in our modeling clay, therefore, no
preservatives are added in our modeling clay.
NON-TOXIC: It is totally safe for children.
Its shelf life is about three years.
 TYPES OF MODELING CLAY

Ceramic Clay
Ceramic clays are water-based substances made
from clay minerals mixed with other raw materials.

Oil based Clay

Oil-based clays are made from various
combinations of oils, waxes, and clay minerals.
Because the oils do not evaporate as does water,
oil-based clays remain malleable even when left for
long periods in dry environments.
 TYPES OF MODELING CLAY

Polymer Clay
Polymer clay is sold in craft, hobby and art stores, and
is used by artists, hobbyists, and children.

Paper Clay
Paper clay is hand made or commercially available
clay to which a small percentage of processed
cellulose fibre is added, to increase the tensile
strength of dry clay.
 COMPETITION ANALYSIS

Un-Organized Segment
Only Chinas low quality clay available
Lack of any brand name in the market
Competition prices are low
Extremely low shelf life of Chinese product
Lack of definite supply chain channels
Certifications not available with competition
 ACTION PLAN
KIDDY CLAY PAKISTAN
Extensive Sales Campaign
Educate Customer for Differential Features of
the product
Ensuring product availability in all areas of
large cities
PRICING DECISION:
Keep prices slightly over the competition
Ensuring prices make perception of products high
quality
 Ex- Factors
It's Therapeutic
Sensory Development Activity
Play Based Learning
Imaginative Problem-solving Skills
 MARKETING & SALES PLAN
Phase I
- Lahore (Distribution Model)
- Faisalabad & Gujranwala (Direct Sales)
Phase II
- Islamabad & Rawalpindi (Combination of Direct sales &
Channel Sales)
Phase III
Marketing through end consumer contacts
Leading schools with play group and pre school branches
Fashion Designing Institutes
Phase IV
- Karachi (Distribution Channel)
 BUDGETING AND COSTING
Cost
Import Duty 35% of Total Consignment *(Includes all port
charges as well)
Total Consignment Cost (1FCL) Rs. 2.2 Million
Marginal Analysis
Direct sales Margins 40%
Channel Sales Margins 30%
Distribution Channel Margin 10%
Discounting 5% (In form of FOC Samples)
Net Margins 25% - 30% (Includes all other costs)
Sales Mix 70% through channel and 30% direct sales.
1 Consignment turn over time is 3 months
 Marketing Mix
Product
Oil Based Clay
Non Toxic Material
Available in different colors
and with different characters
Comes in Many shapes with
different other toy making
tools
Price
Price is depending upon the product range
The price is in between Rs. 100 to Rs. 400
Price will be high at big shopping malls
according to their customers.
Place
Product is available at almost all the big
stationery outlets
Big shopping malls are also targeted for
personal selling/Direct selling
Toys shops are also considered as preferable
place for shelving our product.
Promotion
Promotional activities are also in the process
The main focus is mainly on lower grade
schools for little children fun
In second phase all the concentration will be
on Arts colleges where clay modeling applied
Free samples will be provided to
Kindergarten for kids creative activities
 FLOOR PLAN
We Provide floor stands as
fixtures and wall stands to
potential customers for
better placement of
product
Product brochure are
provided with product for
better understanding of
customer
 BAR-CODING

As you can observe bar-coding is used

Many schools across the World use this product in class
creative activities. Also there are special classes for clay
modeling. Now this trend also getting started in High
level schools.
THANK YOU
ANY Qs