Introduction

The purpose of the product is to compare three specialty stores i.e. Baby n Us, Mom n Me and Toonz in
terms of their retail mix to determine the coherence of their customer offerings.

A comparison will be drawn for the three stores and recommendations will be made for Toonz to
optimize its retail mix.

Business Model (Toonz)

Key Key Activities Value Proposition Customer Customer
Partnerships Relationships Segments

Kay Resources Channels

Cost Structure Revenue Stream

Competition

The competition that Toonz faces may result from Legal environment, Social and Demographic
Environment, Technological environment, Economic Environment, Supply of retail stores and demands
of the consumer.

Intra and Inter type competition faced by Toonz:

Strategic Groups
A comparison of the three stores in terms of the metrics needed to describe the strategic group the
store belongs to is included as under:

Characteristics/Stores Toonz Mom N Me Baby n US

Quality of product
Fashion orientation of
merchandise
Store atmosphere
Level of customer
service
Prices

[Graph of strategic group should follow here]

A note on generic competition and competition among/within strategic groups??

The competitive rivalry faced by Toonz can be outlined in the form of following metrics:

Market Growth
Growth of branded goods
Over-Storing
Emergence of new retail institutions
Foreign competition

Consumer Satisfaction

There is high involvement of the goods bought at this store as the products are meant for the progeny.
Since, the importance of the purchase is high for the consumer, some of the perceived risks may be
high.

Following is the analysis of the perceived risk for customer:

Risks Toonz Baby r US Mom n me
Functional risk
Physical Risk
Financial Risk
Psychosocial Risk
Time Risk

Layout
The layouts of three stores are as follows:

Add description and comparison

We need to check the amount of information, brand available at the store? Whether brands are
premium. This section is followed by a note on reassurance and how they can do it better.

Characteristics of consumer needs to be identified.

Retail Mix
The retail mix of the store and its comparison with its similar competitors can be analyzed as follows:

Characteristics Toonz Baby r Us Mom n me

Location
Physical Facility
Merchandise
Price
Promotion (In-store
+outdoor)
Add on services
Employees (Number +
demeanour+qualification)

Patronage of the customers

The patronage of the customers and the characteristics of the product can be found by identifying the
products these stores carry and where they fall in product patronage matrix

Product Patronage Example Strategy

The classification will show kind of strategy the store should follow and if they are doing it correct.

Gross Margin
Purchase Significance
Searching time
Style change
Technical complexity
Service required
Intangibility
Selection
Trading Area

Followed by description

We need to show if the description matches that for the store

Also, need to give details to support specialty store claim, coherence required here as well

Area
Merchandise
Price
Service

Making the most of consumer buying Behaviour

Post the need recognition stage, the retailer can make consumers come to their store. In this section, we
recognize the efforts made by 3 specialist stores. We see the shortfalls of Toonz if any and try to correct
on them.1

[ Need to ask questions on each metric to consumer to note relevant stuff here]

Information Search
Evaluation
Post Purchase

1
Need Recognition is independent stage and Choice is a result of evaluation so it is not included in the table.
Retail Strategy
Category Strategy

Pricing strategy

Location Strategy

Format Strategy

Promotion Strategy

[ Merchandising, Buying and location data we cannot get but recommendations of proper system may
still be made??]

So, pertinent questions to ask are:

How is the store communicating with the customers (insight from chap 18)

A Note on EST Retailing and which of the three stores has got it right. Recommendations for Toonz

A note on which kind of customer is shopping here and how to win them. (Basis session 6A)

What category of Indian consumers hsop here and have we got their treatment correct??

Are they caught in wheel of retailing, scrambled merchandising??

What is the technology employed if at all??

Can some lessons from best retailers be applied here??(Refer to the paper)

Can we do some scenario analysis and early warning system for the group??

A note on mission/Vision and organizational culture

Ask them about perceived competition if they are ready to divulge

A note on emerging market and transitional sub culture may be placed at the beginning to make the
report voluminous.