Identifying the Factors Affecting Sales

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Case Details:

Case Code : MKTG266
Case Length :05 Pages
Period :
Pub Date : 2011
Teaching Note : Available
Organization : Fictitious
Industry : Toy Manufacturing
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Pramod Kumar (Pramod), CEO of the Tiny Toddlers Group was going through certain figures related to the sale of educational toys in the southern Indian state of Andhra Pradesh. Since its inception in 2001, the Tiny Toddlers Group had emerged as a strong regional player in the Toys segment in South India. The company faced competitive pressure from other major players such as Mattel¹, Lego² , Leo³, and Funskool⁴ that had a large market share and also produced and promoted educational toys that improved the learning of the children. Pramod decided to take a relook at his marketing strategies in order to improve his sales in relation to that of the other players. He had asked his staff to tabulate certain data pertaining to the sales of the company's

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educational toys in Andhra Pradesh. He wanted to know what factors would help increase the sales of the toys. But he was now faced with a dilemma on how to go about analyzing the data.

The Tiny Toddlers Group was established by Pramod just after he completed his MBA. Pramod, who lived in a joint family in Hyderabad and had a liking for children, began by manufacturing small toys with the help of the disposable plastic and wood material lying around in his house. There were many families in the neighborhood which had kids and the children used to visit Pramod's house nearly every day to buy the toys he made. Pramod not only sold his toys but also got to spend time with the kids, something he really enjoyed doing.

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1] U.S.-based Mattel Inc. is the world's largest toy company. Its products include Fisher Price, Barbie dolls, Hot Wheels and Matchbox cars, Masters of the Universe, American Girl dolls, and board games.
2]The Denmark-based Lego group is one of the leading toys manufacturing companies in the world. Its products include sets with a variety of themes, including town and city, space, robots, pirates, trains, Vikings, castle, dinosaurs, undersea exploration, and the wild west
3]Leo Toys is India's largest toy manufacturer.
4]Funskool India is a Chennai-based toy and game manufacturer.

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