Funskool

Team SIMARK SIMSREE

AGENDA

Toy Industry in India About Funskool Digital Marketing Strategy Incresing Lifespan Distribution Strategy

Toy Industry in India

 Safety measures Government policies supporting innovation POLITICAL FACTORS ECONOMIC FACTORS

Increasing purchasing power of people Growing Economy Demand for Indian toys is increasing 15-20% per year

TOY INDUSTRY
SOCIO CULTURAL FACTORS TECHNOLOGICAL FACTORS Increase in usage of Smartphones and Apps market Electronic toys

20% of the population under the age of years Parents still prefer that their kids play with toys over digital games

Industry offerings

Source: Euromonitor

About Funskool
Set up in 1987

Joint venture between MRF and Hasbro

Products for infants, toddlers, school-going kids, doll-loving girls, car-crazy boys and families
85 brands under Funskool

Market Share

Source: http://www.assocham.org/prels/shownews-archive.php?id=4125

SWOT Analysis
STRENGTHS
- Highest Market Share - Associations with various franchise like Marvel, DC comics, Fast & Furious - High brand recall - Popular brand for board games and action figures - 20% of population under the age group of 1 to 12 years - Digital gaming - Tie ups with digital players like EA, - Increase in purchasing power of people - Multiple usage of toys through different channels such as promotion, gifting, educational etc. - Piracy & Plagiarism - Competition by local & Chinese brands - Increasing inclination towards digital gaming like gaming consoles, internet gaming, mobile gaming, etc - Lack of awareness of parents about the safety of cheap low priced products

OPPORTUNITIES

WEAKNESS

- Relatively weaker in dolls and card games segment - No digital gaming - A weak distribution network - Lack of visibility in rural markets - Lesser lifespan of the people using the products

THREAT

Digital Marketing Strategy

Facebook

YouTube

Google+

Twitter

Memes Moments Group

Hash tags

How to videos Nursery rhymes

Google Hangouts

Facebook
IDEA #THECHILDINME DESCRIPTION Memes with the message The Child in Me comes out when I____ can be posted on Facebook. Current trends on Facebook like Alok Nath, Happiness is can be tapped and used to create a buzz around the brand FUNCTIONAL BENEFIT EMOTIONAL BENEFIT Increasing brand visibility and Make the people reminisce awareness about the brand which will drive them to buy toys for Creation of buzz around the their kids brand

A Family that Plays together Stays Together

Photos of the family members spending their happy moments playing Funskool toys can be uploaded on Facebook. The best snapshot will be awarded

Increasing traffic flowing towards the facebook page Creation of Buzz around the Brand Increasing Lifecycle of the people using Funskool products

Families spend more time together through the brand creating a relationship with the brand

Facebook
IDEA First Moment DESCRIPTION This campaign aims at young parents who need to post the picture of their child having a first experience of a Funskool toy with a suitable caption. The best snapshot will feature on a print ad and on the boards of the various board games of Funskool FUNCTIONAL BENEFIT Increasing traffic flow towards the Facebook page Personal interaction with the people liking the Facebook page EMOTIONAL BENEFIT An emotional connect between the brand and the parents of the child using this brand This campaign will act as a medium through which we can know how people perceive this brand

A Facebook Community

A Facebook group wherein the young parents will be given tips about the safety parameters that need to be looked upon while buying a toy and other topics concerning kids & young mothers

To communicate the Direct connect with the message that Funskool brand cares about the children who use Funskool Toys Development of a perception and belief in the minds of the Direct interaction with the people about the fact that customers enabling quick Funskool cares about child feedback safety and manufactures toys which are in no where To help the parents take harmful to the health of informed decision children To communicate the importance of using safe toys and the ill effects of using cheap toys Development of the feeling of Trust about this brand

Twitter
IDEA #THECHILDINME DESCRIPTION FUNCTIONAL BENEFIT Increase in social media presence Increase in brand visibility & awareness EMOTIONAL BENEFIT Make the people reminisce about the brand which will drive them to buy toys for their kids This campaign will involve the creation of Twitter #DILTOHBACCHAHAIJI channel for Funskool which was non existant as of now. #CHILDATHEART People can tweet a message which starts with the hashtag #JABMAINCHOTABACCHA of the week. The best THA message will be declared as the Tweet of the Day and the participant will get a gift coupon or Funskool goodies

YouTube
IDEA A YouTube Channel: Learn with Funskool DESCRIPTION FUNCTIONAL BENEFIT EMOTIONAL BENEFIT The kids can directly relate to the mascot and would recognise it when seen at other places. Nursery Rhymes, simple Increase in social media How To videos other kids presence related videos can be posted on the YouTube channel of Funskool. Funskool Mascots can be created for the same purpose

Google+
IDEA The Child in Me DESCRIPTION Online Multiplayer interactive gaming on Google Hangouts through group video chats. Games like Taboo can be played on Google Hangouts in groups using video chats. FUNCTIONAL BENEFIT Increase in social media presence Increasing Lifecycle of the people using Funskool products EMOTIONAL BENEFIT People will be able to connect to friends and family staying away through this initiative of the brand

Website
IDEA Blogs integrated with the website of Funskool DESCRIPTION Blogs on topics concerning young mothers, kids and early teens to be published on the website FUNCTIONAL BENEFIT Increase traffic on the website EMOTIONAL BENEFIT Development of a perception and belief in the minds of the If people spend more time on people about the fact that the website, then there are fair Funskool cares about child chances that people will even safety and manufactures toys purchase toys from the same which are in no where harmful website to the health of children Development of the feeling of Trust about this brand

Increasing Lifecycle
Collectibles Digital Gaming On ground Activation
Toy replica of actual Cars & Bikes Action figures (of sports personalities) Merchandise from popular movies & accessories which are used by sport personalities

Online Gaming Games for gaming consoles like playstations, x-box Mobile Games

Interschool & Intercollege competitions of games like battleships, abelone, monopoly, play-doh

Distribution Strategy
Distribution Channels

Online

Retail stores of Funskool

Sales Force

Funskool Online Store (Funskool Website)

Other Retail Online stores

Third Party Retailers

Wholesalers

Small Retailers (Kirana) End Users Users End