PREFACE

I am pleased to present the project report on "COMPARISION OF

MARKETING STRATIGIES OF TOYS OF CHINA AND INDIA before my
respected readers. It is a humble attempt from my part to judge
consumer behavior for the effectiveness of existing and self
designed ad-copy of Spices.
This study deals with a number of topics, which will help the
reader understand and learn how consumers make consumption
decisions regarding Spices.
Language of the report is simple and lucid. Attempts have been
made to arrange the subject matter in a systematic and well-knit
style. Efforts have also been made to deal with all topics precisely
and gently.
I express thanks to all those prolific teachers and experts of
management whose theories and ideas have been incorporated in
this project report.
Despite of this it is very difficult to be perfect to the core and
mistakes do creep in for which I extend my apology and carve the
hospitality of the readers to point them out. Their criticism and
suggestions for the improvement in future are welcomed.

Sonam Thakur
BBA IV SEM II YEAR

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number of persons. Iwish to express my

deep sense of gratitude to all those who generously helped in successful

completion of this report by sharing their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to Respected Mr.
Anand Tiwari, Head, Faculty Of B.B.A. Department, Govt. Autonomous
Girls P.G. College of Excellence Sagar for allowing me to undertake this
project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of Mr. Shailendra Patel He rendered me all possible
help and guidence while reviewing the manuscript in finalising the report.
I also extend my deep regards to my teachers, family members, friends and
all those whose encouragement has infused courage in me to complete the
work successfully.

Sonam Thakur
BBA IV SEM II YEAR

CERTIFICATE
Date:

The project report titled "COMPARISION OF MARKETING

STRATIGIES OF TOYS OF CHINA AND INDIA

has been

prepared by Miss. Sonam Thakur, IInd Batch, under the

guidance and supervision of

Mr. Shailendra Patel , for

the partial fulfillment of the degree of B.B.A.(Hon).

Signature of the
Supervisor:

Signature of
Head of the
Department:

Signature of
the examiner

DECLARATION BY THE CANDIDATE

Date:

I declare that the project report titled "COMPARISION OF

MARKETING STRATIGIES OF TOYS OF CHINA AND INDIA

is my

own work conducted under the supervision of Mr. Shailendra

Patel, Department Of Business, Management, Faculty Of B.B.A.

Department, Govt. Autonomous Girls P.G. College of Excellence.

To the best of my knowledge the report does not contain any
work, which has been submitted for the award of any degree,
anywhere.

Sonam Thakur
BBA IV SEM II YEAR

INTRODUCTION
Welcome to the colorful world of teddy bears, singing dolls, miniature
pianos that play nursery rhymes, battery operated cars and stuffed dogs
and rabbits that walk, talk and shake hands. In one word: Toys. Toy
merchants of yester years gave shape to the creative fancies and dreams
of young ones and grow-ups alike. The world market has seen various
upheavals due to changing consumer preferences, new fads, technological
advances and trade liberalization. Countries like China have marveled the
world with their low cost manufacturing expertise while at the same time
astonished them with their quick imitation, leading all the gigantic players of
the world to act on their feet and formulate strategies to counterattack them

and safeguard their shares. India too has seen a shift in focus from
traditional board games like Chess (Shatranj) and Ludo (Paasa) and sports
like cricket to video games and consoles, puzzles, and Monopoly. The
traditionally scattered market has shown signs of consolidation with the
entry of companies like Reliance ADAG and Mahindra & Mahindra who are
both expanding the market and adding sheen to it. India as a developing
economy is a hotspot for MNCs like Mattel and Hasbro which have now
become household names with Barbie and Monopoly respectively.

Big

retailers of the world which exclusively cater to this segment include Toys R
Us and Hamleys, which house the best brands of the world and add a
service dimension to toys. This document discusses the various classes of
toys, the current global scenario for toys, how China has affected the global
toy industry, Indias market and its growth prospects.
CATEGORIZATION

HISTORY

A toy is any object that can be used for play. Toys are associated
commonly withchildren and pets. Playing with toys is often thought to be an

enjoyable means of training the young for life in human society. Different
materials are used to make toys enjoyable and cuddly to both young and
old. Many items are designed to serve as toys, but goods produced for
other purposes can also be used. For instance, a small child may pick up a
household item and "fly" it through the air as to pretend that it is an
airplane. Another consideration is interactive digital entertainment, such as
a video game. Some toys are produced primarily as collector's items and
are intended for display only.
The origin of toys is prehistoric; dolls representing infants, animals, and
soldiers, as well as representations of tools used by adults are readily
found at archaeological sites. The origin of the word "toy" is unknown, but it
is believed that it was first used in the 14th century.
Toys, and play in general, are important when it comes to growing up and
learning about the world around us. The young use toys and play to
discover their identity, help their bodies grow strong, learn cause and effect,
explore relationships, and practice skills they will need as adults. Adults use
toys and play to form and strengthen social bonds, teach, remember and
reinforce lessons from their youth, discover their identity, exercise their
minds and bodies, explore relationships, practice skills, and decorate their
living spaces.

Geometric Tiles of FroebelSet, Allow the child to use his/her creativity to

create mosaics, patters, architectural buildings

Little horse on wheels, Ancient Greekchild's toy. From a tomb dating 950900 BCE,Kerameikos Archaeological Museum, Athens

A boy with a hoop. Hoops have long been a popular toy across a variety of
cultures.
Most young humans have been said to play with whatever they can find,
such as pine cones and rocks. Toys and games have been unearthed from
the sites of ancient civilizations. They have been written about in some of
our oldest literature. Toys excavated from the Indus valley civilization(30001500

BCE)

include

small carts, whistles shaped

like

birds,

and

toy monkeys which could slide down a string.

The earliest toys were made from materials found in nature, such as rocks,
sticks, and clay. Thousands of years ago, Egyptian children played
with dolls that had wigs and movable limbs which were made from stone,
pottery, and wood. In Ancient Greece and Ancient Rome, children played
with dolls made of wax or terracotta, sticks, bows and arrows, and yo-yos.
When Greek children, especially girls, came of age it was customary for

them to sacrifice the toys of their childhood to the gods. On the eve of their
wedding, young girls around fourteen would offer their dolls in a temple as
a rite of passage into adulthood.

A display of Roman toys, including several that would be familiar

to childrentoday: a doll, dice, rattles, and toy dishes for playing house
As technology changed and civilization progressed, toys also changed.
Where as ancient toys were made from materials found in nature
like stone, wood, andgrass, modern toys are often made from plastic, cloth,
and synthetic materials, oftentimes powered bybatteries. Ancient toys were
often made by the parents and family of the children who used them, or by
the children themselves. Modern toys, in contrast, are oftenmassproduced and sold in stores.
This change in the nature of toys is exemplified by the changes that have
taken place in one of the oldest and most universal of human toys; dolls.
The earliest and most primitive dolls were simple wooden carvings and
bundles of grass. Egyptian dolls were sometimes jointed so that their limbs
could move realistically. By the early 20th century there were dolls that
could say "mama".[7] Today there are computerized dolls that can recognize
and identify objects, the voice of their owner, and choose among hundreds
of pre-programmed phrases with which to respond. [8] The materials that

toys are made from have changed, what toys can do has changed, but the
fact that children play with toys has not changed.

MAJOR INDIAN PLAYERS

Zapak Games: It is a part of the Reliance Anil Dhirubhai Ambani Group.
Zapak Games operates in two categories Game CD & Toys. It is the
leader in Games CD in India. It holds licenses for leading kids properties
from Cartoon Network, Nick, Disney, Pogo etc as well as represents some
of the leading global toy companies in India. The product distribution is
across all toy stores and retail chains in the country through the traditional
mom n pop outlets as well as large format key account stores. We had
the opportunity of seeing some of these toys with Landmark outlets across
the city. It acts as the merchandizing and licensing arm of Zapak Digital

Entertainment Ltd. They are also in an association with Spin Master Ltd.
which according to NPD is the third largest toy company in North America.
Mahindra and Mahindra Mom & Me outlets across the city are operated
by Mahindra which hosts educational toys for children. It also has the
marketing rights for Lego brand of toys and soft toys from Disney. Some
small players are: Prasid Toys Pvt Ltd. Delhi based Little Genius Toys Ltd.
(Wooden Educational Toys) Leo Plast
EFFECT OF CHINA ON INDIAN TOY INDUSTRY
From a 2,000 players a few years ago, barely 800 survive today, it is
believed that nearly 40 per cent of toy companies have shut shop since
Chinese products started flooding into the Indian market. Even as the
unorganized sector has been most hit, some of the other players like
Mattel, Funskool (joint venture between MRF Tyres & Hasbro Intl),
Mahindra Intertrade (markets the Lego and Disney range of toys) and a few
others are forced to fight back with a string of innovative strategies.
Compared with an average Rs 35 per kg a Chinese toy maker spends, an
Indian manufacturer spends Rs 65 per kilogram for raw materials. High
excise duties and taxes including local taxes that vary greatly add to their
woes. Indian companies have not made efforts to market their products in a
planned manner and while some Indian companies are trying to combat the
threat from Chinese toys by slashing prices by 10 to 15%; others are
strengthening their distribution skills in smaller towns, where the reach of
imported toys is still limited.

INDUSTRY GROWTH
Finding the right niche marketing limited to premium segment Indian

consumers are gradually becoming less price sensitive, but are ready to
pay for something they believe has a value proposition. They are realizing
that toys help in the all round development of a child. Take the $6-billion
Mattel Inc. for instance, after a runaway success with Barbie, Hot Wheels
and Fisher Price, it has introduced the Harry Potter range of toys which
caters to the premium segment. With its Fisher Price range, Mattel is also
launching

developmental

activities

along

with

toys

associations,

pediatricians and playschools to educate parents on how toys help the child
in understanding the adult world better.

Glocalization Go Global Act

Local Almost all major players, have launched an indigenous range of

competitively priced soft toys range, to cater to the growing market.
Mahindra Intertrade, for instance, launched Soft Wonders, to cater to the
economically sensitive customers. Similarly, Mattel has launched Star
Beanies for Indian market and Funskool has launched soft toys. Act Faster
than the Fastest These players have also spruced up legal activities
against spurious products and taken actions to make the vigilance stricter.
They try to bring in designs faster than the Chinese can imitate. For
instance, once the market gets flooded with fake products with Mickey or
Donald motives, be it on cups, bottle, plates, tiffin boxes etc, Mahindra
Intertrade would quickly launch Mickey in sportswear and shift the demand.
Such marketing skills a range of strong brands have enabled them
withstand the Chinese threat and allowed them to play a crucial role in
growing the market.

TRENDS
Online Buying

In 2004 when Mattel registered on Indiatimes, Rediff and Baazee, they

discovered that when kids did not look for toys online, their parents (on the
lookout of discounts) did. Also online shopping for toys accounted for
approximately 2% of total sales, that is Rs 21.24 crore in 2005-06.
Mall practice Malls are an undisguised blessing for the toy makers. In a
mall one gets better shelf space to exhibit products, and the entire range
can be displayed with the add ons which then have a good chance of being
sold to the potential customers. Better sales tracking is another advantage
one gets from the malls. In 2005, Mattel opened two 1,200 sq ft Barbie
stores in Mumbai. Approximately 35% of the sales for Funskool and Mattel
take place at the malls. Fusing Entertainment with toys Mattel has
produced five movies to promote its existing range of toys, whereas
Funskool, its rival has been using existing movies like batman to create a
new range of toys for itself. Toys for Men Mattel has also launched toys for
men. It featured models of premium cars including BMW 645 Ci, Ferrari
Scaglietti; and Williams and Renault in its Hotwheels Collectibles; having a
price ranging from Rs 999 to Rs 1,999.

Changing Demographics

Demographic variables like greater divorce rates, due to which kids get two
sets of toys; increased buying power per child due to 2 income families;
and increasing involvement of grandparents are all influencing the growth
rate of the toys.

THREATS/HINDRANCES/CHALLENGES
Raw Material Costs There is a rise in the raw material costs, due to an
increase in the manufacturing costs for traditional toys Manufacturing Costs

Most of the traditional toys are made from plastic resin. Petroleum, whose
price is continuously increasing, is one of the main components of plastic
resin. This has a negatively impact on the manufacturing costs. Changing
Consumer preferences Nowadays, customers prefer electronic games to
traditional table games. This trend is not beneficial for the traditional game
equipment manufacturers.
Revenue of the Video Games Industries and Traditional Toys ($ in billions)

Industry
Video Games
Traditional Toys

2004
9.9
22.4

2005
10.5
22.2

2006
12.5
22.3

2007
18.9
21.2

In India, toys aren't perceived as developmental. So toy manufacturers take

advantage of impulse purchasing trends and the pester power of kids
works in advantage for the toy manufacturers.Indian parents perceive
expenditure on toys as a waste of money. Educational games like Scrabble
and toys for pre-school children and infants are an exception to this belief.
Impact of Recession Only when the consumers have enough disposable
income to afford luxury goods, they buy toys. A struggling U.S. housing
market, rising oil prices and other factors have limited their income. The toy
industry was also affected by this trend, as its overall revenue decreased.
Declining profits due to emphasis on product safety Product safety is
another major concern of the toy industry. This was discovered when there
was a rising number of product recalls in the second half of 2007. So while
companies put more focus on their higher margin core brands, the positive
margin implications from this shift are offset by quality and safety testing,
as well as higher costs for raw materials. Competing with large brands
Small manufacturers which form the bulk of the unorganized sector are
unable to brand and market their products, which has been a critical

disadvantage for them. With a large number of players in the market, only
the international brands have a strong brand recall. Here, manufacturing
competency isnt the real concern since most of the branded players
outsource their requirements from Indian manufacturers. However, lack of
marketing acumen and an expertise to cultivate brands is found to be
lacking in most indigenous companies.

MARKETING STRATEGIES OF INDIA

1
2Art Attack a Television series by Hit Entertainment has also entered the

toy market. It showcases Do-It-Yourself arts and crafts in their videos

and has now made them available in DVD formats across major
stores. They also merchandise their creative works through books.
3Cradle catching: In 2005, Mattel entered into a partnership with diaper

brand Huggies. By this move, Mattel targeted its potential audience at

their birth place, and even before they were born at the maternity
homes.When the mothers visit the doctor for the first time, they are
given a medical file, as well as well as the information on the different
phases that a child is likely to pass through as it grows which helps in
selecting toys from the Fisher Price range that fits each growth phase
ie. crawling, sitting, standing, etc. Within a very short period of time,
they claimed to have targeted 600,000 mothers by having tie ups with
300 pediatricians and 50 gynecologists, across the top six Indian
cities. Also, another innovative technique used by Mattel is a toy
directory which is placed in retail outlets that informs parents about
the best toy for each age group.

CASE STUDY
Mother & Me is a Retail store owned by Mahindra Group, which caters to
the need of Pregnant women, infants, toddlers, pre-schoolers & learners.
Its toys section is huge and is gaining popularity day by day. Following are
the details of its toys section:1Brands:-Fischer price, Funskool, Mattel, Lego, Disney V-tech
2Segments:-Soft toys, Wooden toys, Metal toys & Plastic toys

3Prices:- 350 - 5000

4Age Group 0 9 Yrs

MANAGERS VIEWS
Following are the points which Store Managers told us. They prefer to keep
toys of price range 350 to 5000. Mother and Me use SAP for inventory
replenishment. They have kept the toys according to their type (wooden
toys at one place & soft toys at another place) rather than age group wise
(toys for 0-5 yrs at one place). According to them toys which are able to
connect to Indian traditions are highly in demand, eg. Indian Barbies.
1Maximum complaints they receive are against Chinese toys and toys

manufactured in China.

CUSTOMERS VIEWS
We received the following feedbacks from customers.
1Most of them buy toys once a month.
2Fishcer price is preferred by most of them
3Most of them prefer plastic toys over metal & Wooden toys
4Most of them are not in favour of Chinese toys despite of the low of

cost.
5Most of them were in favour of interactive toys.

6Some Customers stressed the need of toys, which inculcate the values

necessary in human society & were against the toys, which

resembles the violent figures or creature.

ANALYSIS & COMMENTS

From the information provided by store Managers & feedbacks from
customers we analyzed that the Toy Industry has a bright future ahead but
only if it meets the challenge of providing1Better quality Interactive toys, which not only make learning easy but

also help in cultivating the values necessary in human society.

2Light weight Plastic toys as they are easy to handle & more resistant to

wear & tear.

3Value for money, as most of the parents feel toys overly priced.

TOYS OF THE FUTURE

ELECTRIC POP UP BOOKS
Electronic Popables by Jie Qi is a pop-up book that lights up as you interact
with it, producing the most beautiful and dynamic pop-up pages ever. As
you begin to go flip through the book - open pages, pull tabs, press
pressure points and fold objects different LED lights will blink away on all

over the page. They can be a very efficient means of connecting holistically
with the technology savvy kids.
HORIZON HYDROCAR TOY
The hydro car is a case in point. It does not depend on batteries or
electricity. Surprisingly this car produces its own energy, running entirely
on water. It is not only Hydrocars functionality, but also its trendy, scientific
design that sets it apart.
SCRIBBLE BOTS
Scribble Bots is just a concept at the moment, but the idea is that children
can connect with their friends through the official website and share their
drawings, artwork and also the artistic process. The Scribble bots toy can
record and recreate movement so anyone with a scribble bot can
download your drawing and their scribble bot will draw it right for them,
then and there.

TOUCH SENSITIVE VIDEO GAMES

Usually, a lot of people do not see any fun in playing with buttons and
joysticks. This concept of touch sensitive games employs touch sensitive
silicon that simulates the terrain in a game, empowering the users to feel
their way through. No major video game manufacturers are using
technology quite like this as of now, but we could see such technology
being used in the future.

PARROT AR DRONE QUADRICOPTER

Flying helicopter toys meets handheld video games with the Parrot AR
Drone Quadricopter. This isn't a simple chopper that flies around the
corner and crash because you can't see it. This device has a built-in
camera that lets you see everything from an iPhone or other similar smart
phones. Since joysticks are outdated, this toy uses tilting gyroscopic
controls, tilting the AR Drone as you tilt the iPhone.
MINDFLEX
Remote controls are a thing of the past. Toys of the future use mind
control! Mindflex is a telekinetic obstacle course that uses brainwave
activity to move a ball. We're not really sure how it works, but we like to
believe it's because we have sci-fi like psychic powers.

MILO
The next biggest innovation in the toy world does not belong to the genre
of barbies or remote controlled cars or thought controlled machines, but a
virtual best friend. By late 2010, Microsoft would release a new add-on for
the Xbox that will replace controllers with your own body. Milo is a virtual
boy who can hold a conversation, tell when you're happy or sad, and
eventually build a relationship with you and your family members.

INDIAN MARKET SIZE :

Birth Rate -23.1 per 1000 person Birth Rate in Urban Area- 18.6 per 1000
person Income per capita - Rs.38,000 approximately Whole toy and games
industry is worth Rs.4500 crore Indian Toy Industrys size(2008): Rs 2500
crores Organised sector: Rs 1000 crores Unorganized sector: Rs 1500
crores Unorganized sector also comprises of companies that heavily import
from China INDIAN MARKET SIZE Source: Data collected from National
Library
REASON FOR DECLINE IN SALES :
Competition from the Chinese market Government regulations for toy
makers Failure to impose ban on low quality Chinese toys Brand
awareness Consistent quality assurance Service delivery challenges
REASON FOR DECLINE IN SALES

FUTURE STRATEGIES :
Child and parent relationship program Website and online order facility
Animated movies promotion New Computer games promotion Challenge
innovation with innovation FUTURE STRATEGIES
THE FUTURE - TOY SALES FORECAST :
THE PROSPERING INDIAN MIDDLE CLASS :
34% of the middle class families earn between Rs 80,000 and Rs 180,000
per annum High consumer spirits has led to significant growth in the toys

and games market Key concerns - Rising prices, costs of education &
medical care, and the decline in share prices The toys and games market
in India stood at Rs 29.8 billion in 2007 and were expected to reach
Rs 35.5 billion in 2008 Industry is growing @ 20% annually THE
PROSPERING INDIAN MIDDLE CLASS
Slide 14:
Maternity hospitals Play schools Pediatrician clinics High schools Shopping
malls Amusement parks WHERE TO PROMOTE? ADVERTISEMENT AND
PROMOTIONS Viral Marketing Banners & Hoardings Contests And
Quizzes Print Media Pamphlets
The Indian Toy Industry There are a few things that go through
every child's mind and playing with their favourite toy is one such
thing that is on the top of their priority list. Each child always
looks forward to returning back to his/her home after school
hours just to be close to their favourite toy and spend time
fiddling or playing with it. Some children preserve it as closely as
if their life would depend on it. As times have changed, children's
demands for toys have changed too as now they no longer love
the usual run of the mill toys. Since the world has become
techno-centric, with each day seeing the introduction of a new
electronic toy or game, children too have become fond of the
latest version of their toys. With these changes also have come a
large variety of toys in the industry.
Industry Overview

Since 'Action Man' replaced 'GI Joe' and mini-motorbikes and

teddy bears started acting as toys, the market has seen a
northward shift in sales of toys. The domestic Indian toy industry
is now worth approximately Rs. 1000 crore and this important
fact goes on to rub in the fact that innovation indeed is the order
of the day. Toys, unlike in the past are now sold around the year.
At present, 40 per cent of the sale happens during festivals and
another 40 per cent during fairs and exhibitions. The remaining
20 per cent is round-the-year sale. The industry is growing at 20
per

cent

annually

and

approximately

one-third

of

it

is

unorganized. Also, the Chinese angle as always plays a huge role.

Their toys have flooded the market during the last few years.
Sold at an average price of Rs.35/- by the hawkers on the city
pavements, these innovative toys find tremendous customer
interest. When it comes to electronic and battery operated toys,
China

still

rules

the

roost

even

though

the

domestic

manufacturers have hit back at them in some other categories of

toys in the recent times.

INDIAN TOY INDUSTRY

Size of the Industry

Indian Toy Industrys market size is about Rs.250

Crores where 10% constitutes of organized sectors and

90% constitutes of unorganized sector.

Geographical
distribution

Mumbai, Kolkata, Chennai, Bangalore, Punjab, etc

Indian Toy Industry is estimated at Rs.800-Rs.1200

Output per annum

which is dominated by approximately 1250 small and

very small producers scattered across the country.

Percentage In WorldThe Indian toy industry is estimated at about 850 million

US dollars and until now has generated only 0.5 per
Market
cent of the global market
The Indian Toy Industry is of Rs 150-crore and is set to
Market Capitalization grow at 25 % due to rising demand from India and
abroad.

History
Rattlers, pull carts, dolls, stackers, building
blocks, stuffed toys, train sets and various toys
are the childs best friend during the long, hot
and dreary summer break. Interestingly these
products have varied range of traditional Indian
toys that are slowly coming back into vogue,
courtesy a makeover. Earlier there was time
when a clay dancing doll from Panruti (Tamil
Nadu) which were shapes of birds, animals
and musicians from Lucknow (Uttar Pradesh)
or a leather horse from Gwalior (Madhya
Pradesh) could amuse a child for hours. Today,
however, the markets are brimming with a
variety

of

factory-manufactured

toys

of

different brands.
As time passed the Barbie doll replaced the humble clay doll, while Lego
took the place of simple wooden building blocks. Like the stackers could be
used to recognize similar objects, the 'pallankuzhi' (traditional board game
played in South India) helps sharpen mental calculation abilities for children
and then the abacus improves mathematics. These days different toys are
recommended for different age groups. Thus children between one and five
years usually amuse themselves with stackers, while pre-schoolers can take
their first steps towards accounts with the help of a colorful abacus. Some
Indian NGO's have taken the lead in reviving the traditional toy-making
industry by creating toys that are a take-off on the traditional ones, but with

CHINA TOY INDUSTRY

TAITMA has chalked out the following line of action for
achieving the desired results and attaining all-round growth of the
toy industry.
To make concentrated efforts to bring all toy manufacturers
under one common platform of TAITMA. This will strengthen the
Association in carrying out its development efforts.
To make strong representations to the Government of India to

consider including the toy industry in the list of Priority

Industries in view of its large export potential and the toy
industrys vital role in laying strong foundation to foster the
growth and development of childs imagination and education.
To propagate a code of ethics amongst the manufacturers against

plagiarising others ideas and products.

To seek financial assistance and subsidies from available funding

Government Institutions solely for the growth and development

of the toy industry.(plagiarism of)

To

prepare Toy Project Report covering all developmental

aspects with facts and figures and explanation of factual

problems and recommendations. This will strengthen TAITMAs
representations and demands for growth of toy industry.

 To prepare a Handbook on the toy industry covering all relevant

Government notifications, specifications, trade practices, all

relevant statistics, names and addresses of toy manufacturers,
traders, etc. This will be very useful to all concerned as they get
all information of toy industry at one place.
To strongly represent to Central and State Governments with a

justified plea for removal/reduction of Sales Tax, Octroi, Excise

and Customs levies.
To educate and convince the manufacturers for application of

safety standards formulated by Indian Standards Institution to

raise the quality of the products. This will result in enhancing the
marketability of toys both in the Indian markets as well as
Export markets.
To make strong representations to the Ministry of Commerce for

justification of export incentives.

To make a plea for a separate Export Promotion Council for the

toy industry or alternatively to consolidate export of all toys

under one Council, e.g. The Plastics and Linoleum Export
Promotion Council and Trade Fair Authority.
To assist in the formation of a consortium of manufacturer-

exporters under the guidance of TAITMA.

To establish an Exhibition Cell at the Head Office in Mumbai and to

organise Toy Exhibitions thoughout the country. This will result in

purposeful relationship between manufacturers and consumers.
To establish Display Centres for toys in the leading cities of India.

 To organise for group advertising in leading local and foreign

newspapers and periodicals under the banner of TAITMA for the

benefit of the members to assist individual entrepreneurs to
advertise effectively at a subsidised cost.
To maintain a reference library for the benefit of members by

subscribing to toy trade magazines published all over the World

to enable them to keep in touch with latest developments.
To keep regular correspondence with Indian Trade Embassies in

India and to develop mutual trade benefits through Toy

Associations abroad.

MARKETING STRATEGIES OF CHINA

With the continuous improvement of the national spending power,
the Chinas toy consumption market in fast-growing trend. After
chinas entry into to the WTO, some of foreign toy companies to
open up the domestic toy market have been great progress. China

toy market has also been a certain degree of development, from

the current sales data and the capacity of the domestic toy
market potential. Following the Western developed countries and
regions began to strengthen the construction of tariff barriers,
anti-dumping policies and regulations promulgated, making China
toys sold in the overseas market conditions become more severe.
The toy enterprise in unceasing seeks the China market the
breach, in order to the establishment and the international market
match China marketing status.The thesis focuses on the analysis
of Maycheong Toy China toy industry status, profession of various
competitive forces, Maycheong Toy in China market business
development and the advantages and disadvantages. To analyze
the Maycheong toy in the China market potential market capacity
and made Maycheong toys in China toy marketing ideas and
strategies.There are totally four chapters in the paper; Chapter
one is the introduction background of the thesis. In the Chapter
two it describes on the referenced marketing related theory of
accordingly. Chapter three mainly include on Maycheong toy
China toy industry market analysis, Maycheong toy China market
analysis, SWOT analysis, Maycheong toy marketing problems in
China. Chapter four is a combination of the analysis, for the China
market to draw up the toys-products, channels, sales promotions
and pricing, marketing strategies and future development of
proposals and ideas.

CONTENTS

PREFACE

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION BY THE CANDIDATE

INTRODUCTION OF TOYS

HISTORY OF TOYS

INDIAN TOY INDUSTRY

HISTORY OF INDIAN TOYS

INTRODUCTION OF INDIA TOYS

CHINA TOY INDUSTRY

RESEARCH METHODOLOGY

MARKETING STRATIGIES OF CHINA

MARKETING STRATIGIES OF INDIA

MAJOY INDIAN PLAYERS

CASE STUDY

TOYS OF THE FUTURE

SWOT ANALYSIS

SUGGESTION

LIMITATION

CONCLUSION

BIBLIOGRAPHY

ENCLOSURES