Anne Chau

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Marketing Plan

• Anne Chau
• Sammani Hinguruduwa
• Julia Korpatcheva
• Sarah Mentzel
• Nathan Whalen

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Why does TRU need a new marketing plan?
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External Factors

• Opportunities
• Parents want the best for their children
• Society has become quite materialistic
• Gift giving holidays create huge demand
• Other forms of entertainment are hard to monitor
• Concentration on educational toys
• E-commerce

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External Factors

• Threats
• Laws (advertising, safety, recalls)
• Fast changing trends
• Concentration on educational products
• Trouble with website in past
• Economic stability
• Competitive market

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Competitors

• Wal-Mart

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etoys.com
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Objectives

• Marketing Objective
• To increase visibility of TRU name by 40
• To increase customer satisfaction by 30
• Financial Objective
• To increase net sales by 10-15

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Brand Positioning

• TRU views itself as an alternative to the large
  discount stores and department stores that are
  not solely focused on kids and their needs

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• A large segment of those who purchase toys look
  for accessibility to expert advice
• TRU is planning to hire more employees
• Increase in wages

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Segmentation
Toys R Us
Trend Followers
Convenience shoppers
Gift Buyers
Treat Myself
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Target Market

• Trend Followers

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Target Market

• Gift Buyers

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Promotional Plan Tactics
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Increasing Visibility

• Alliances with Disney and McDonalds
• Improve social responsibility
• Advertise to parents from an early stage
• Maternity magazines

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Improving Customer Service

• Runners
• Maps
• Hotline

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Improving TRU atmosphere
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