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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