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In this present paper, we will research about the company Toys R Us which is an American toy and juvenile product Retailer Company. The paper also describes the media information about the company, website analysis, net target market plan, website revision, social media plan, marketing plan, and public relation plan.
The company deals in toys, clothing and juvenile products within the industry of retail. It is a private type organization which was founded in 1948 and it's headquartered is in Wayne, New Jersey which is in the metropolitan area of New York City. The company serves across the world. The total revenue of the company in 2015 is $13,864,000,000. The total employees of the company are 71,000 (Toys"R"Us/Babies"R"Us – Toys et al., 2016). The company has two divisions . Namely, Toys R us, Babies R us and FAO Schwarz. The company also operates the electronic commerce sites which include FAO.Com, Babiesrus.com, and Toysrus.com. The company is having 866 stores in the United States in which more than 750 are international stores and approximately 245 licensed stores in 37 countries all over the world.
The spokes-animal of the company for advertisement is Dr. G. Raffe which was renamed as Geoffrey. The company uses various media for its advertisement such as social media, campaigns, an advertisement which helps to promote the brand in the eyes of the consumers and it directly impacts on the sales volume of the company. The report advertising expenditures of the company are $445,000,000. The BBDO Atlanta advertisement agency is used by the company which is the agency of Omnicom group for promoting the brand which helps to attract a large number of consumers for such advertisement campaign such as new holiday campaign. The marketing programs of the company include national television, email marketing, target magazine advertisement, advertisement in international and national newspapers and other promoting activities include direct mailing to the members of loyalty programs, door to door marketing, in-store marketing, and others.
The consistent news of the company is to attract the consumers from its various promoting events such as new holiday Campaign by the advertisement agency BBDO. The company is focusing on attracting the target audience by its promoting events which help to increase the revenue of the company by competing among the competitors in the same industry such as Walmart. The advertisement attracts the consumers by connecting them emotionally. The overall image of the company is the best provider of children’s toys and juvenile products among the private retailer in the same industry. The image of the company is communicated through various promotional activities, and target audience focused strategy which helps to attract large consumers by fulfilling the needs and wants of children's (Altheide et al., 2012). The company is having large distribution channel with the advanced logistical system. The company has shelf space which shows that the company has a strong bargaining position. The message is consistent all over the media that the company is specialized in best toys and juvenile products across the globe. The audience of the company is children above the age of five and then the children’s from five to twelve years old. The stakeholders also include parents of children’s who are the ultimate buyer of the product.
New Target Market Plan
The new target audience will be the kinder schools and day boarding who will buy the toys, children's clothes, furniture, and other juvenile products. The products will be served to the kinder schools and day boardings across the globe. According to the research, the kinder school requires various toys and juvenile products because the kids are entertained by the toys in kinder schools, so they are the new target consumers. The kids join that joins the kinder schools are 2.5-5 years, and the kids of this age group require toys to play and learn new things (Dunne et al., 2013). The students of this age group learn with various game activities in which the toys play a major role. The toys are mainly required in kinder schools and day boardings.
Following are the three additions that are required to attract the kinder schools and day boardings:
Free delivery on bulk purchase
The free delivery information on bulk purchases helps to attract the kinder schools and day boarding's because they will buy according to the strength of the schools and boardings. The information must be added to the website which helps to attract a large number of kinder schools and day boardings. The kinder schools which are having more than one branch global they will buy in bulk for all the branches of schools which help to increase the revenue of the company.
Complete set for kinder schools and day boarding’s
The complete set information must be added to the website which helps to attract the large number of kinder schools and day boarding’s globally (Hurwitz et al., 2016). The complete set is required by the kinder schools in which the same color is chosen according to the theme of kinder schools and day boardings.
New tab for schools and boarding’s
The tab of schools and boardings must be added to the websites which make the target audience feel valuable and specialized in toys, furniture and juvenile products.
All the three additions help to attract the target audience by making them feel valuable and product specialized because in the large competitive world it is necessary to provide all the relevant information which fulfills the needs of target audience.
Social media plan
The social media helps to promote the product and services. The web page on social media sites with complete information about the product helps to attract the kinder schools and day boardings globally. The kinder schools with global chain will easily get attracted by getting the global free delivery information. The additional information’s helps to attract the principles, management, and head of school by showing them the specialization of products for kinder schools and day boardings.
Following are the three additions in the marketing to attract the target audience:
The punch line “complete set for kinder schools & day boarding’s” is used to promote the brand through advertisement on national and international newspapers.
Direct emails to the schools and day boarding’s
The promotional campaigns in kinder schools and day boarding’s.
The revisions in marketing plan help to attract the target consumers by advertisement in the national and international newspaper with the punch line "complete set for kinder schools & day boarding's." The campaigning in schools and boarding's aware the target audience about the company (Newmeyer et al., 2014).
Public relation plan
The public relation plan is very necessary to foster the relationship with public and target audience. Following are three revisions that help to attract the target audiences:
Target the school publications which help to attract the target consumers.
Provide information in the school magazines which helps to attract the target audience.
Build relationship with the schools and boarding’s by writing about the visitors on the websites which helps to attract them to become target audience.
The public relations help to promote the brand to the target audience by maintaining the relationship with the kinder schools and day boarding’s through writing about the visitors on the websites (Smith et al., 2012).
The Toys R Us is the American toys private company which serve its products across the world. The company is a leading brand across the globe. The company promotes the brand through a national and international newspaper, advertisement on national television, direct emailing to the loyalty consumers, and others. The advertisement agency used by the company is BBDO Atlanta which promotes the brand and enhances the sales volume of the company. The overall image of the company is a leading brand which is specialized in children's toys and juvenile products. The new target audience is kinder schools and day boarding's. The new tabs must be added to the website which helps to attract the target audience. The marketing plan includes direct mailing to the schools and boarding’s, campaigning in the schools and boarding which helps to aware and attract the target audience.
"Toys"R"Us/Babies"R"Us - Toys". Toysrus, 2016. Online. Internet. 18 Oct. 2016. . Available: http://www.toysrus.com/shop/index.jsp?categoryId=2255956.
Altheide, David L., and Christopher J. Schneider. Qualitative media analysis. Vol. 38. Sage, 2012.
Dunne, Patrick M., Robert F. Lusch, and James R. Carver. Retailing. Cengage Learning, 2013.
Hurwitz, Lisa B., et al. "Content analysis across new media platforms: Methodological considerations for capturing media-rich data." New Media & Society (2016): 1461444816663927.
Newmeyer, Casey E., R. Venkatesh, and Rabikar Chatterjee. "Cobranding arrangements and partner selection: a conceptual framework and managerial guidelines." Journal of the Academy of Marketing Science 42.2 (2014): 103-118.
Smith, Ronald D. Strategic planning for public relations. Routledge, 2012.