20-10-2016, 09:07 AM
1459958475-emprjtrenju.docx (Size: 217.84 KB / Downloads: 4)
Background of the Project:
Handmade Paper Toys are those from childhood we have seen and experienced, but with time its evaded as we have many soft toys and plastic toys available in the market. We have made many craft materials, and projets in childhood but really those are the light weighted toys are the best as its eco friendly and non chemically made at the same its handmade.
My core project consist of my ideas to earn good at the same work for the weaker parts of the society to contribute a pretty little for the betterment of the society. Its years now my mom and me had ideas to set up such an amazing market and see today I am working on it by means of this project
Paper toys are handmade crafted materials toys for children and also useful for household decorative art work too. Yes some paper toys are expensive and some are cheap ,but good thing is that both are in demand .My main targets are Schools ,Colleges, Exhibitions, Celebraties Parties ect. Giving handmade crafts toys for showcasing on rent for films shoots and for family get-togethers. It’s a way of earning and at the same way of promoting our prouduct.
What is my project?
Even in the fast paced, money driven world of 21st century, toys, undeniably, are still are an inseparable part of childhood . From the classical Barbie dolls and Lego blocks, to remote controlled cars and computer programmed robots, toys dominate the world of the young. The demand is ever-increasing, and customers are constantly looking for creativity and originally, and of course the toys affordability.
This project examines the needs of the market, its demands and expectations, and aims to meet these expectations by putting forward innovative ideas that emphasizes novelty while keeping the product cost reasonable and affordable by the general public.
This project would further explore the effect of paper toys on the overall development of the child, seeking to develop toys that are beneficial to the proper growth of the child and will aid his\her character development, impacting his \her future decisions and careers.
Reason for choosing this project:
Well the topic is interesting and sounds very different .In market we have many toys made of different materials but there is no paper material toys in the market .it’s not cheap but environment friendly and made from waste papers and newspapers. Which after molding , shaping and coloring are made new toys for babies and children’s. Its light in weight, environment friendly and easily available in the market.
Children love toys. They love them all the more if they have shaped them and made them with their own hands. It is also a lot easier for them to make toys from materials around them. Take for instance the daily newspaper. After being read it is simply “junked” and sold off by weight. However, the newspaper's life need not end so abruptly. “Even a cat” they say, “has nine lives”. Certainly, a newspaper deserves better treatment. It can be reused to give it a new lease of life. Children can fold newspapers to make a dozen or so, delightful caps.
Newspapers can be folded into nice, useful boxes and made into gift packs. Small pieces of newspaper could be reborn into flapping birds, talking crows, flying fishes, helicopters, stunt planes and scores of other dynamic paper toys. Many people have forgotten it, but we must not forget that each scrap of paper was once a living branch or a tree trunk. That each ball pen refill, broken pen and all other plastic comes from crude oil. The earth's resources are limited and we must use them sparingly with love and care. Today's throwaway culture offers new challenges for reuse, whether it is Frooti packets, batteries, bottles or ball pens. So, don't waste, don't abuse; instead recycle, reuse. This is the only way of making simple and environmentally sustainable toys.
Thus I have decided to choose “Handmade Paper Toys “project for my assignment. It is a challenging project but it’s something for which I was waiting so long .It’s my small business goal in life which is profit making but from my total PROFIT 50% is for the weaker sections of the society.
Mode of operations:
Mission of my company:
Innovative products
We specialise in the development, production, marketing and sale of technical and special-purpose paper toys. Our products and services meet our customers’ exacting demands in terms of quality, reliability and practicality.
Leading market position
We are rooted in India and operate worldwide. The service and technology centre in Mumbai supports Group companies with new products and applications. In production, too, we are renowned for flexibility and customer proximity.
Environmental awareness
We promote environmental awareness within our company. We make ongoing improvements that go above and beyond legal requirements, protecting the environment and saving resources.
Safety in the workplace
We make our employees aware of such issues as the environment, hygiene and safety in the workplace. Selectively implemented measures ensure a continuous improvement in safety for employees and the environment.
An attractive employer
We offer our employees an attractive working environment. Interaction in the workplace is based on cooperation and mutual trust. We actively encourage our employees’ personal and professional development and, in return, expect a genuine commitment to the development and growth of our company.
High value-added
Our goal is long-term maximisation of shareholder value. We react swiftly to changes in our business environment: adaptability is one of our distinctive characteristics.
i. Legal Structure:
A standard corporate structure consists of various departments that contribute to the company's overall mission and goals. Common departments include Marketing, Finance ,Accounting, Human Resource, and IT. These five divisions represent the major departments within a publicly traded company, though there are often smaller departments within autonomous firms. There is typically a CEO, and Board of Directors composed of the directors of each department. There are also company presidents, vice presidents, andCFOs. There is a great diversity in corporate forms as enterprises may range from single company to multi-corporate conglomerate. The four main corporate structures areFunctional, Divisional, Geographic, and the Matrix. Realistically, most corporations tend to have a “hybrid” structure, which is a combination of different models with one dominant strategy.
An organizational structure defines how activities such as task allocation, coordination and supervision are directed toward the achievement of organizational aims.[1] It can also be considered as the viewing glass or perspective through which individuals see their organization and its environment.
Organizations are a variant of clustered entities
An organization can be structured in many different ways, depending on their objectives. The structure of an organization will determine the modes in which it operates and performs. Organizational structure allows the expressed allocation of responsibilities for different functions and processes to different entities such as the branch, department, workgroup and individual.
Organizational structure affects organizational action in two big ways :
• First, it provides the foundation on which standard operating procedures and routines rest.
• Second, it determines which individuals get to participate in which decision-making processes, and thus to what extent their views shape the organization’s actions.
• Management includes planning, organizing, staffing, leading or directing, and controlling an organization to accomplish the goal or target.
• Resourcing encompasses the deployment and manipulation of human resources, financial resources, technological resources, and natural resources. Management is also an academic discipline, a social science whose objective is to study social organization.
ii. Sources of funds
Finance is a field that deals with the study of investments. It includes the dynamics of assets and liabilities over time under conditions of different degrees of uncertainty and risk. Finance can also be defined as the science of money management. A key point in finance is the time value of money, which states that purchasing power of one unit of currency can vary over time. Finance aims to price assets based on their risk level and their expected rate of return. Finance can be broken into three different sub-categories: public finance, corporate finance and personal finance.
I have set up the production house at bolivali where its paper toys are being made by the workers, its handmade. We have taken loan from South Indian Bank and few crafts institution and celebrities has also donated some amount for the good cause.
iii. Process:
Paper craft is the collection of art forms employing paper or card as the primary artistic medium for the creation of three-dimensional objects. It is the most widely used material in arts and crafts. It lends itself to a wide range of techniques, as it can for instance be folded, cut, glued, molded, stitched, or layered.
Papermaking by hand is also an important paper craft. Painting and calligraphy though they are commonly applied as decoration are normally considered as separate arts or crafts. Paper crafts are known in most societies that use paper, with certain kinds of crafts being particularly associated with specific countries or cultures. In much of the West, the term origami is used synonymously with paper folding, though the term properly only refers to the art of paper folding in Japan. Other forms of paper folding include Zhezhi (Chinese paper folding), Jong-i.e.-jeop-gi, from Korea, and Western paper folding, such as the traditional paper boats and paper planes. In addition to the aesthetic value of paper crafts, various forms of paper crafts are used in the education of children. Paper is a relatively inexpensive medium, readily available, and easier to work with than the more complicated media typically used in the creation of three-dimensional artwork, such as ceramics, wood, and metals. It is also neater to work with than paints, dyes, and other coloring materials. Paper crafts may also be used in therapeutic settings, providing children with a safe and uncomplicated creative outlet to express feelings. Handicrafting has its roots in the rural crafts—the material-goods necessities—of ancient civilizations, and many specific crafts have been practiced for centuries, while others are modern inventions, or popularizations of crafts which were originally practiced in a limited geographic area.
Many handicrafters use natural, even entirely indigenous, materials while others may prefer modern, non-traditional materials, and even upcycle industrial materials. The individual artisanship of a handicrafted item is the paramount criterion; those made by mass production or machines are not handicraft goods. Seen as developing the skills and creative interests of students, generally and sometimes towards a particular craft or trade, handicrafts are often integrated into educational systems, both informally and formally. Most crafts require the development of skill and the application of patience, but can be learned by virtually anyone.
Like folk art, handicraft output often has cultural and/or religious significance, and increasingly may have a political message as well, as in craftivism. Many crafts become very popular for brief periods of time (a few months, or a few years), spreading rapidly among the crafting population as everyone emulates the first examples, then their popularity wanes until a later resurgence.
List of common handicrafts:
There are almost as many variations on the theme of handicrafts as there are crafters with time on their hands, but they can be broken down into a number of categories:
Using paper or canvas:
• Altered books
• Artist trading cards
• Assemblage – collage in three dimensions
• Bookbinding
• Cardmaking
• Collage
• Décollage
• Decoupage
• Embossing paper
• Iris folding
• Origami or paper folding
• Paper craft generally
• Paper Toys
• Paper marbling
• Paper modeling, paper craft or card modeling
• Papier-mâché
• Parchment craft
• Pop-up books
• Quilling or paper filigree
• Rubber/acrylic stamping
• Scrapbooking
Sales venues:
Handicrafts are often made for home use.If sold, they are sold in Direct sales, Public markets, and Online shopping .In developing countries, handicrafts are sold to locals and as Souvenirs to tourists. Sellers tend to speak at least a few words of common tourist languages.There are also specialty markets such as:
• Pike Place Public Market of Seattle
• Street Artists Program of San Francisco
• Ann Arbor Art Fairs
• International Art and Craft Fair, Ouagadougou
Product, Price, Place ,Promotion :
Before we get into finer details about the product, it would be better to know what a product is. In its widest sense every offering that is being marketed can be called a product. Thus, not only a fridge, but fixed deposit facilities provided by a bank, lunch at a restaurant, polio vaccination campaign of UP Government, and promoting Jaisalmer during winters are all products.
The Product (the 1st P):
A product is a bundle of benefits which may be functional (car for transportation), social (status to own a car), and psychological (a security that I can always move due to car).
Products can be consumer products and business products. Consumer goods can be classified as fast moving (soap, shampoo, etc.) and durables (washing machine, TV, microwave, etc.); and Convenience products (relatively inexpensive, frequently bought, with limited efforts, and not much fussy about brand — salt, bread, etc.), Shopping products (bought after investing some time and effort – furniture, washing machine, fridge, TV, camera, shoes etc), Speciality products (bought after spending considerable time and effort — Mont Blanc pen, expensive men’s suit, jewellery, first new car, an apartment, etc.), and unsought goods (consumers are unaware of, or aware but do not want to buy now, and solving sudden problems – video telephone, Encyclopedias Britannica, and nearest mechanic when car gets punctured).
A single product is known as a product item. Closely related product items are referred as product line. Cinthol soap is a product item of the Soaps product line of Godrej Consumer Products Limited, as the product line (Group of closely related products) includes Godrej No. 1, Fair & Glow, Vigil and Evita.
A product mix is a total of all groups of products. To illustrate, all the Soaps, Personal Care, Toiletries, Shaving Creams, Talcum Powder, Liquid detergents, and Baby Care products constitute Godrej’s product mix.
The Price (the 2nd P):
Price is an important element in marketing mix, because it directly relates to revenue generation. Price is the one, which creates sales revenue – all other parts of marketing mix are costs. Pricing has to be done whenever a new product is launched, its variant is launched, a product is launched in new geographies, to counter inflationary trends, or company bids for industrial customers.
Pricing decisions are influenced by many factors – organizational and marketing objectives, pricing objectives survival, market share, profit maximization, maximizing market skimming, or product-quality leadership), costs (most of the airlines increase the fares due to increase in Gasoline pricing), other marketing mix variables (the product improvement and cost of promotion ) expectations of channel members (commission demanded by petrol pump owners is also a factor in oil pricing), customer interpretation and response (psychological pricing by Bata Rs, 99.95; at times lower price leads to the perception that product quality is lower), competition (Price of Coca Cola and Pepsi Cola are often highly competitive), ethics, Price sensitivities (See Boxl6…) and (A Public Distribution Dealer cannot charge prices lower or higher to what prices are fixed by the government). A company must set the price in relation to value delivered and perceived by consumers.
There are numerous pricing strategies:
A. Product Line Pricing:
1. Premium pricing (Charging a high price, with good quality product/service – like Mark & Spencer products)
2. Captive product pricing (Products that complement others, like cheaper tooth paste and costly tooth brush, cheaper printer costly cartridge)
3. Bait Pricing (Low price of one item to attract customers to store for selling a higher priced item in the line, like Reality developers)
4. Price Lining (Different prices for different combinations – Tata Sky gives different channels packages at different prices)
5. Volume Pricing (Rationale of Product range, like ice cream cup Rs. 15, family Pack Rs. 50, and giant size Rs. 75)
B. New Product Pricing:
1. Penetration pricing (Low price to gain market share and then increase price, like Tata Telecom)
2. Price skimming (High initial price, in future price will come down to parity, like films on release)
C. Psychological Pricing:
1. Reference Pricing (Pricing at moderate level a product kept next to a more expensive product, so that customer can differentiate between moderate and better products)
2. Group or Bundle Pricing (Package to contain two or more products and the package is priced, like tour to Europe Price includes air fare, transfers, sight-seeing, hotel, and food)
3. Multiple – Unit Pricing (in Big Bazaar socks with three pairs are per unit cheaper than buying one pair)
4. Everyday Low Prices (Instead of declaring frequent short-term price reductions, marketers keep the prices otherwise low, like Wal-Mart-“Always Low Prices. Always.”)
5. Odd Pricing (Bata keeping price at Rs. 995.99 for women’s saddles)
6. Prestige Pricing (Keeping higher price because customers believe that a higher priced product is of better quality).
D. Promotional Pricing:
1. Price Leaders (Keeping low prices of some products in the hope of sale of other regularly priced items, like lower sugar price and regular pricing for tea leaves, milk and cardamom)
2. Special Event Pricing (Most of the big stores announce lower prices on the eve of Diwali, Id, Gurpurab, 25th December, 15th August)
3. Comparison Discounting (Company writing earlier higher prices along with current lower prices for comparison by the customers)
4. Economy pricing (No frills and low price, like Indigo Air)
5. Cash Rebate Pricing (Purchase air ticket from makemytrip.com and get air ticket from makemytrip.com and get a cash back of Rs. 300)
E. Other Pricing Strategies:
1. Pricing variations (Early bird discounts, like ticket booking one month in advance at lower price)
2. Optional product-pricing (Optional extra, like stereo price extra in Alto Car)
3. Geographical pricing (Different prices in different geographies, like Indian Oil charges different prices for petrol and diesel in different cities)
5. Transfer Pricing (Price charged for intra-company or group companies selling).
No pricing decisions will be complete without discussing discounts and allowances. These are very popular in business to business marketing. In some of the industries, even for retailing, like electric switches and sockets, discounts are the normal feature.
These include Trade Discount (extra goods for no extra price), Quantity Discount (greater the buying greater the discount), Cash Discount (for before maturity payment, called ‘muddat’ in Indian terminology), Seasonal Discount (buying half sleeve shirt during winters), and Allowances (for swapping/exchanging old product for the new one – exchange your old Jen with new Jen car and pay 40,000 less), meeting 50% cost of promotion of the dealer, Invitation to participate in Hong Kong Conference to top 10 dealers).
The Place (The 3rd P):
Place is concerned with making available the products at a place where (s) he demands. Thus, it is concerned with the store where the goods shall be displayed and sold, the channels of distribution and logistics management through which goods will flow from marketer to consumers.
A Retailer is an important bridge with the consumers as he has much stronger personal relationship with the consumer, holds a variety of products, offers consumers credit, promote and merchandise products, prices the final product, and builds retailer ‘brand’ in the high street.
A Wholesaler breaks down ‘bulk’, buys from producers and sells small quantities to retailers, provides storage facilities, reduces contact cost between producer and consumer, and takes some of the marketing responsibility, e.g., sales force, promotions.
In some of the trades no trade is possible without agents. To illustrate, in foods, jewellery, monetary products, metals, etc, agent is a must. But in international markets, their role is undisputed. They (Commission Agents) do not take title of the goods, secure orders, and (Stockist agents) hold ‘consignment’ stock.
With the advent of internet and WWW the concept of channels has undergone a sea-change and there is a paradigm shift in marketing and consumption. Through internet marketer can sell to a geographically disperse market, target and focus on specific segments, relatively keep low costs set-up, and makes use of e-commerce technology (for payment, shopping software, etc).
With regard to channel six basic decisions are to be made -direct or indirect channel (in certain sectors, both direct and indirect channels may be used. Hotels, for example, may sell their rooms directly or through travel agents, tour operators, airlines, and tourist boards.
With centralized reservation systems, etc. the process of transfer the products or services is shifted from Producer to Customer or end user.), single or multiple channels, length of channel, types of intermediaries, number of intermediaries at each level, and selection of particular intermediaries. Many marketers seem to assume that once their product has been sold into the channel, into the beginning of the distribution chain, their job is finished.
Yet that distribution chain is merely assuming a part of the marketer’s responsibility; and, if they have any aspirations to be market-oriented, their job should really be extended to manage all the processes involved in that chain, until the product or service arrives with the end-user. All these decisions have to be made by individual marketer.
Selection of a channel which is flexible, effective, and consistent with the declared marketing policies and programmes of the firm is very important. While selecting a distribution channel, an entrepreneur should make a trade-off analysis of the costs, sales volume, and profits expected from alternative channels of distribution and take into account the factors – (i) Product Consideration (Unit value, perish ability, consumer versus Industrial Products, width and depth of product mix, and Existing product versus new product) ; Market
Consideration (industrial market doesn’t need middlemen, number of prospective customers, geographic spread, and order size of customers), and Other Considerations (Age of marketer, availability of finance, Cost of each channel, and demand for the product). The nature and the type of the middlemen required by the firm and its availability also affect the choice of the distribution channel.
A company prefers a middleman who can maximise the volume of sales of their product and also offers other services like storage, promotion as well as after-sale services. If the requisite kind of middlemen is not available, the manufacturer will have to establish his own distribution outlet.
3. Exclusive distribution:
Only one outlet in a bigger geographical area is used to sell the product. Exclusive distribution is used for costly, fashionable items whose sale is limited.
Major Types of Retail Stores:
The Major Types of Retail Stores found in India are listed below:
1. Mom and Pop Stores:
These are the stores run by the family. India has a large number of Mom & Pop Stores. The stores seen by you in your colony or street, wherefrom you buy milk, bread, grocery, stationary, medicines are mostly these kind of stores only.
2. Department Stores:
These are large retail firms, have wide product assortment (mix), and organised into separate departments. Some of them also engage in online business. The services are so varied that many a times the owner leases out space to others for these services.
3. Discount Stores:
These are self-service, general merchandise stores, regularly offering national, regional, and store brands at low prices. They believe in volumes. Wal-Mart and Target are the two largest discount stores.
4. Convenience Stores:
These are small self-service stores, open for long hours, and normally carry convenience goods like soft drinks, snacks, cigarettes, chocolates, newspapers. The stores run at Petrol Pumps in India are convenience stores. Convenience stores may also be located at the corner of your street.
5. Supermarkets:
These are big, self-service stores, carry a complete line of food and non-food products (like cosmetics and over the counter drugs), organised into efficient different departments, offer lower prices than small neighbourhood stores),and central checkout. Kishore Biyani’s ‘Big Bazaar’ comes very close to this category only.
6. Superstores:
These are an amalgam of supermarkets and discount stores. They carry other routinely purchased items apart from food and non-food products of supermarkets- food to clothing, appliances to furniture, gardening equipment to artificial jewellery.
Superstores are spread over 2, 00,000 square feet area. Those who shop there have free parking. Sales volume is twice or thrice of supermarkets. Bangalore’s ‘Bangalore Central’ can be put in the category of superstore.
7. Hypermarket:
These stores are spread over 2, 25,000 to 3, 25,000 square feet area and offer roughly 45,000 to 60,000 different types of low-priced products. Roughly half of the space is allocated to groceries and rest is meant for electrical and electronic appliances, shoes, toys, house wares, hardware’s, furniture, etc.
Space is leased to banks and fast food restaurants. According to Wikipedia the examples of hypermarket in India include India Sarvana Stores in Chennai, Big Bazar, Trent, Landmark, Spencer’s Retail, Vishal mega mart, Reliance Fresh, More, etc.
8. Cash-and-Carry Stores:
In India recently, some cash-and-carry stores, also known as Warehouse Clubs, have opened. Important among them are Bharati-Walmart (Punjab), Carrefour (in trans-Yamuna area of Delhi).
These are for members only and engaged in wholesaling only. To keep prices lower than supermarkets and discount stores, they provide little range of sizes and styles and services. They do not advertise, except through SMS and e- mail.
9. Warehouse Showrooms:
IKEA, a Swedish firm sells furniture, household goods and kitchen accessories through catalogues across the world. Five important features of a warehouse showroom are large, low-cost buildings, warehouse materials-handling technology, vertical merchandise displays, large on-premises inventories, and minimal services.
10. Specialty Retailers:
These stores offer wide assortment in few product lines. In case of jewellery we have many such stores, like Suranas of Jaipur, PC Jewellers of Delhi, Ramchandra KrishnaChandra of Chandni Chowk, and Saboos of Delhi in sarees. These are traditional speciality stores and deal in one product line.
Another category of speciality stores are known as off-price retailers, who buy manufacturers’ seconds and off-season products at below-wholesale prices for resale to consumers at deep discounts. One good example is ‘Thapars’ who organise sale of such goods in Delhi.
11. Chain Stores:
These stores provide similar services or products, and share a brand. They inevitably also share some degree of central management, supply chains, training programs, personnel, etc.
They tend to either be parts of a single company or franchises, in which individual store owners license the use of the shared brand, training, and know-how. McDonald’s is the largest in the world in running chain stores. Bata is another good example of chain stores.
12. Multi-level Retailing:
It is also called network marketing. It is a mix of direct selling and franchising. Three notable companies in this kind of business are Amway India, Oriflame India (beauty products), and Tupperware India (food grade plastic containers). Amway has over 5, 50,000 active independent business owners.
13. Mail Order Retailing:
The mail order business is not new to India. Publishers and pharma companies have been doing it for a long time. Recently Sky shopping, popularly known as the Direct Response Television (DRTV) industry has also become very important form of marketing through mail.
14. Non-Store based Retailers:
The mail order houses, online businesses, vendors, and hawkers are examples of non-store based retailers.
The Promotion (The 4th P):
Promotion relates to communicating with customers. It will provide information to assist them in making a decision to buy a product or service. The cost associated with promotion often represents a sizeable proportion of the overall cost of producing an item. However, successful promotion helps to build long term relationship. With increased sales due to promotion, costs are spread over a larger output.
Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost- effective. Here, the company should follow Integrated Marketing Communication (IMC), which means coordinated use of promotion mix to send a consistent message.
Promotion mix contains four elements: Advertising (paid, non-personal communication through mass media), Personal selling (a paid personal communication to inform and persuade customers to purchase), Sales Promotion (to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales), and Public Relations
(a broad set of communication efforts to create and maintain favourable relationship between organisation and stakeholder).
Promotion mix shall depend on nature of the product market, promotional budget, costs and availability of promotional methods, overall marketing strategy, buyer readiness stage and product life stage.
It is important to note that for every element of promotion mix ‘word-of-mouth- communication’ (a one to one, informal exchange in which customers share with one another information about product and company).
Promotion strategy may be ‘push'(use of a company’s sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers), ‘Pull’ (high spending on advertising and consumer promotion to build up consumer demand for a product, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers) or a combination of the two (It focuses both on the distributor as well as the consumers, targeting both parties directly).
Advertising:
Advertising informs, persuades and at times entertains (Vodafone’s Zoos). Advertising can be of numerous types – Competitive or Comparative Advertising (showing comparison with another brand, like Zen with Sentro), Reinforcement Advertising (assures current users about quality), Reminder Advertising (brand is still around with same quality attributes, like Bourn Vita during the Second World War), Institutional Advertising (to promote corporate image, ideas, and political issues – like Reliance Power ad for supremacy of family agreement), Advocacy Advertising (Tata Tea’s ad asking questions to a political candidate), Pioneer or Primary Demand Advertising (Egg Board ad saying Sunday ho ya Monday roj khao ande), In-film Advertising (In the movie Chalte Chalte, actor Shah Rukh Khan acting as a driver, recommends other drivers to also use Castrol CRB like him), National Advertising (Amul Butter, being sold throughout India, is being advertised through various media), Transit Advertising (ad placed in Metro or Local trains), and so on.
Various media are available for advertising — Newspapers, Magazines, Direct mail, Radio, TV, Internet, yellow pages, Outdoor, etc. It is the advertiser to decide which one or ones to make use of. The ad message would be given differently on different media, due to media characteristics. Advertising effectiveness can be judged through pretest, and posttest.
Personal Selling:
Personal selling is a process which includes seven steps – Prospecting (Developing a list of potential customers), Preapproach (prepares customer profile about his needs, present use and reaction to current brand (s)), Approach (Contacting to deliver value), Presentation (to create a desire to buy the product), Overcoming Objections (regarding price, quality, use, after sale service, warranty, etc), Closing the sale (asking the prospect to buy the product) and Follow up (to see that order was properly executed).
For personal selling the firm requires salespeople, who may be order getters (persuading current and new customers to buy) and order takers (seeking repeat sales). To increase effectiveness of salespeople, the marketing manager decides on sales territories and sales quota. The effectiveness of sales force depends upon performance appraisal. Information can be sought through the call reports, customer feedback and invoices.
Some of the firms instead of personal selling go in for vending machines, which are cheaper to install and operate and flexible in location. Mother Dairy, Weighing machines at Railway Stations, Metro stations, ATMs operated by Banks, Coffee and Tea machines operated by Hindustan Unilever and Nestle are good examples, recent fake notes at one of the ATMs of a bank has shaken the faith of people in vending machines.
Sales Promotion:
Sales promotions are short-term incentives to encourage the purchase or sale of a product or service. Sales promotion as a technique of promotion has been developed to supplement and coordinate advertising and personal selling efforts of a firm. It is any short-term incentive used by a firm to increase the sales of its product.
It consists of all those promotional activities that help in enhancing sales through non-repetitive and one-time communication. It is aimed at stimulating market demand and consumer purchasing. It focuses the selling efforts on a selected small group of people. A firm undertakes sales promotion with the following objectives:
(a) Increasing the buying response of ultimate consumers.
(b) Increasing the selling efforts and intensity by dealers as well as by sales personnel.
© Supplementing co-ordinating the efforts of advertising and personal selling.
(d) Introduction of new products and brands, and acquainting the customers about the use of product.
(e) Acquainting the customers about the utility of the product.
(f) Affecting instant purchase and attracting new customers.
(g) Increasing sales during slack periods and increasing profits of the firm.
(h) Improving the corporate image of the firm.
(i) Others – improving market share, obtaining dealer outlets, meeting competition.
Sales promotion includes several communications and activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales.
These efforts can attempt to stimulate product interest, trial, or purchase. While developing a sales promotion strategy, it is important to keep the in mind: Consumer attitudes and buying patterns, Firm’s brand strategy, competitive strategy, advertising strategy, stage in PLC, and government regulations
Public Relations:
Public Relations is used to build rapport with employees, customers, investors, and the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of public relations disciplines falling under the banner of corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations. Most of them include the aspect of peer review to get visibility.
Benefits derived from the setup:
Any individual having expertise and passion about any types of crafts making can initiate a profitable home based crafts making business. Crafts making business can be initiated as home based and can be operated as part time also. Today’s crafts industry has significantly shifted in consumer demand, towards value-centered products, services and experiences which meet emotional – as well as functional – needs.
The word ‘craft’ is most closely associated with terms suggesting authenticity and quality, particularly the words ‘handmade’, ‘workmanship’ and ‘genuine’. It is also the word most likely to be seen as associated with the terms ‘personal’ and ‘for everyone’.
Crafts is an industry where specific opportunities exist to attract new buyers to craft by targeting consumers of luxury goods and brands. Connecting craft to specific lifestyle interests and market niches, could enable potential and lapsed buyers to meet their existing needs through craft.
V Role of government and Policies:
Government has played an immense role to promote the paper toys industry by giving permits and permissions on grounds of sales and promotion .There are different people associated with the eco friendly paper toys encouragement in the society. By means of public gatherings in marriages, occasions or during festivals we have our brand endorsing done which is directly sold out in the society.
As paper toys are eco friendly and not chemically or made from plastic its more natural and light in weight to handle by kids to elders. Its keeps healthy environment as it’s degradable.
iv. SWOT:
Strength:
Toys has in excess of 1500 superstores in the India and Worldwide. It also owns the baby brand, Babies which adds another 200 + stores. Toys also markets successfully on the Web (in collaboration with Amazon.com). It has a huge distribution network that benefits from advanced logistical systems. Having so much shelf space means that the company has a strong bargaining position when it comes to buying prices from manufacturers.
Threats:
There is strong competitive rivalry in the toy market, not only form Wal-Mart, but also from KB Toys and Target. The toy brand is often not associated with the retailer. So if a particular kid’s toy has grabbed the imagination and the spending power of its target consumer, any retail outlet is as good as another. Differentiation is difficult, and toy retailers often have to compete on price, range or availability.
Let’s face it today China and similar low cost manufacturing paradises are where toys are made. Low manufacturing costs are important if margins are to be retained. The problem, and potential weakness, is that countries and trading communities tend to impose quotas and tariffs in order to protect local manufacturing. All countries do it. However, Toy R Us could potentially be left without the toys people want to buy if embargoes are implemented on countries such as China.
Weaknesses:
As with all retailers in Western society, paper toys heavily dependent upon successful sales during the final quarter of the year. They need to make profit from Christmas. Retail is notoriously seasonal and Toys is no different to other retailers. In fact it could be argued that toys are a key Christmas present product, so are even more likely to be dependent upon seasonal sales.
Opportunities.
There are opportunities for joint ventures and strategic alliances. Paper Toys works closely with Amazon.com and its baby products category. This not only plays to the strengths of both companies, but also provides opportunities. Amazon is strong at the online part of the business, creating the web site, warehousing products and delivering them to customers. Paper Toys will use its buying power, but ultimately carries the inventory risk (i.e. if it doesn’t sell, its money is tied up in physical stock).
As with many of the brands considered by Marketing Teacher.com’s FREE SWOT analyses, the International market is very important to Paper Toys. The citizens of emerging nations such as China and India are getting wealthier and better educated. Consumers have more disposable income and leisure time, and both of these could increase over coming years. The types of goods and services retailed by the company could be marketed more aggressively overseas. Paper Toys could look out for strategic partners, or indeed go it alone.
These days, Toys has no single and sustainable competitive advantage, other than brand. In the US, its traditional stronghold, the company has lost its number one positions as toy retailer to Wal-Mart. Being large may not be enough, when customers can go to another large retailer and buy the same and similar goods, sometimes getting a better deal.
iv. Recommendations and Conclusion:
My recommendations to the society is to use more and more of the degradable and eco friendly toys and handicrafts for our environment so as to save it from global warming.
Children are more affected to allergies and health issues due to plastics and chemicals, instead of those try to use paper toys which is made from waste papers from homes ,schools, colleges, firms ect.
We being an social entrepreneurship management make enviromment healthly and safe products which can change world plastic and chemicals toys into simple ,decorative, hand crafted and light in weight toys.