hanung toys

8/9/2019 Hanung Toys

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Presentation

Hanung Bringing smile to

the world

Presented by :

Priyanka SinghalRoll no. 943

Birla Institute of Management

Technology


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Company description

HTTL (Hanung Toys & Textile Ltd), founded byMr. Ashok Bansal in 1990, commenced

operations by manufacturing & exporting softtoys in technical collaboration with HanungIndustrial Co. Ltd (South Korea) in 1990. InFY03, it diversified into home furnishings andtextiles and came out with an IPO in Oct06,raising Rs 902mn. HTTL has manufacturingfacilities located at Noida SEZ and has set upgreenfield plant for home furnishings/textiles atRoorkee.


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Home Furnishings

It includes curtains, sheet sets, duvetcovers, comforters, throws, rugs, bolsters,pillows, cushions, sleeping bags and bean

bags Also, kids furnishings like various shaped

pillows, neck rolls and backrests with a

wide variety of bedrolls, bedspreads,curtains, cushions, pillows, throws andrugs embellished with interesting themes.


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New store opening

Home furnishing store on March 8th, 2008

I.e. Womens Day. Great India Place, Sector 18, Noida.


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Factors affecting success

Location

Timings of opening

Customer focus

Assortment offered Pricing

Employees

Store Operations

Visual merchandising

Effective Communication

Marketing and promotion techniques


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Location

The store is being opened in Great India

Place in Noida which is a shopping mall

visited by large number of customers asbeing the best and the biggest in the

Noida region.

Opening on the 2nd floor of the shopping

mall signifies that the store is for luxuryclass of customers.


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Timings

Providing over-stretched hours of store onweekends may help as customers generally get

out for shopping on weekends with family. Hosting after-hours gathering for company

employees and their friends/relatives may helpin employee satisfaction.

Using an answering machine or voice mailsystem to catch after-hours phone calls. Includebasic information in your outgoing messagessuch as business hours, location, website, etc.


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Customer Focus

Actively focus on incentivising existingcustomers. Offering an attractive giftwhen they refer 3 potential customers may help

to generate leads with marginal costs.

As said & done by Ajoy Chawla, Head ofRetailing Division, Titan Industries Ltd,

Providing enough Space for the customers tobrowse through the merchandise by changingfrom counter system to wall displays.


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Customer Focus

(contd)

Sending hand-written thank you notes to

important customers whenever you get chance.

Build customer loyalty by creating a point-based

rewards programme. Most successful consumer

durable or music retailers do this to ensurerepeat purchasing.


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Assortment Offered

Providing a wide variety of inter-linked

merchandise in order to attract more and

more customers.

Printing the various merchandise beingoffered on the back of business cards.


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Pricing

Prices of the merchandise being offeredshould be easily acceptable by the

customers. Let the market decide the price and the

company have to manage the cost within

that. Donating the product to a charity event orauction in order to increase the productknowledge.


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Employees

Ensuring employee satisfaction for having goodwork efficiency.

Providing with different breaks for recreation ofthe employees in order to maintain the efficiencylevel.

Considering Employees as marketers that is,

using them as marketing people to increaseproduct knowledge.

Provide free t-shirts with company logos to thestaff to wear.


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Store Operations

Ensuring that the excitement level in thestore is always high. Working closely with

multiple vendors to ensure that the storehas some exciting scheme every month.

Creating calendars for customers withstore name and contact details.

Printing a tagline for the business onletterhead, fax cover sheets, e-mails andinvoices.


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Store Operations (contd)

Being in a shopping mall we must havethe maximum footfalls during weekends.So we can have special offers on

weekends like the 'scratch and win' types.

The idea is to enable consumers to makea purchase decision.


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Visual Merchandising

Creating window displays in locations away

from the shop. Airports, hospitals, and large

office buildings occasionally have display

areas they rent to local businesses.

Playing videos in store for giving product

education as well as entertainment of the

customer. Benefit from designing of the store having the

benefit of cross merchandising and impulsesales opportunities.


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Effective

Communication

Communication always does not mean

advertising the product only, it can alsotake place personally. For example :Amway India within a few years ofoperation has earned Rs.600 crore without

any advertising. Maintaining customer base and mailing

them online as well as through directmailing regarding offers and schemes from

time to time.


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Marketing & Promotional

Techniques

Promoting housewife networks as they are

the decision makers for the merchandiseoffered.

Planning for peer-to-peer marketing route

for promotion. Creating a low-cost fliers campaign giving

attractive offers and tie up with the local

newspaper vendor to insert the handbills.


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Marketing & Promotional

Techniques (contd)

Sending E-mail news letters covering

global HR trends and current marketscenarios from time to time.

Using the technique of Targeted publicity

i.e. having articles and newsletters

published periodically.

Using a personalized website for the

merchandise.


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Thank You

hanung toys

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