Case:

M/s Toys & Joys is a retail store chain selling different types of toys for kids less than 13

years of age. They have 100 stores across major cities in India. They sell the largest

variety of toys at a discounted price this is because the company enjoys economies of

scale on their purchase. The company is very well focused on quality products at low

prices. All the retail stores are placed in busy markets and generate huge footfalls because of their strategic location and low cost pricing. The salesmen are dressed formally but

their faces are colored like a clown and everyone wears a cone cap on their head. The

customer enjoys shopping inside their store because the environment is very lively and

happening for the kids. The kids have a play area so that the parents can do shopping

carefree. The store has large number of loyal customers. M/s Toys and Joys don't have

any marketing team neither do they have any social media presence. The company wants

to expand their operations and increase the no of stores to 500 in next three years' time.

The company wants to do things more systematically with a proper marketing team. They

hire you as a Marketing head to handle their marketing activities.

1. The management has asked you to explain various types of segmentation for M/s Toys

and Joys.

2. You came up with a new idea of manufacturing and selling stationary products in the

store. The management has appreciated your idea and has asked to explain various steps

that will be involved in the development of new products.

3. a. Explain various promotion mix techniques that you will use to promote M/s Toys and

Joys.

3. b. How will you promote the brand M/s Toys and Joys online?