University of Mumbai
“Marketing Strategies of Hamleys” Bachelor of Management Studies Semester V (2!"#2!
%$Submitted by Simran Sathi
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I, Miss Simran Sathi the student of T.Y T.Y.B.M.S Semester V (20162017) hereb de!"#re th#t th#t I h#$e !om%"eted !om%"eted the %ro&e!t entit"ed “M'*TI+ ST'TI*S /'M*YS 3 The inform#tion
submitted is true #nd oriin#" to the best of m 3no4"ede.
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This to !ertif th#t Miss Simran Sathi9 o"" no5 << of third e#r B.M.S. , Semester V (2016-2017) h#s su!!essfu"" !om%"eted the %ro&e!t on “M&4.1),/ S1&1/).S +0 H&M*.6S” under the uid#n!e of 5igna 7haria3
-ourse -o#ordinator
8ro?ect /uide@ )nternal .Aaminer .Aaminer
&-4,+*.7/.M.,1
8rinci:al
.Aternal
To "ist 4ho #"" h#$e he"%ed me is diffi!u"t be!#use there #re so numerous #nd the de%th is so enormous. I 4ou"d "i3e to #!3no4"ede the fo""o4in #s bein ide#"isti! !h#nne"s #nd fresh dimensions in the !om%"etion of this %ro&e!t. I t#3e this o%%ortunit to th#n3 the University of Mumbai for i$in me !h#n!e to do this %ro&e!t. I 4ou"d "i3e to th#n3 m 8rinci:al, for %ro$idin the ne!ess#r f#!i"ities reuired for !om%"etion of this %ro&e!t. I t#3e this o%%ortunit to th#n3 our -oordinator 8rof3 Vikram Shrotri, for his mor#" su%%ort #nd uid#n!e. I 4ou"d #"so "i3e to e8%ress m sin!ere r#titude to4#rds m %ro&e!t uide 8rof3 5igna 7haria 4hose uid#n!e #nd !#re m#de the %ro&e!t su!!essfu". I 4ou"d "i3e to th#n3 m -ollege *ibrary, for h#$in %ro$ided $#rious referen!e boo3s #nd m##9ines re"#ted to m %ro&e!t. #st", I 4ou"d "i3e to th#n3 e#!h #nd e$er %erson 4ho dire!t" or indire!t" he"%ed me in the !om%"etion of the %ro&e!t, es%e!i#"" m 8arents and 8eers 4ho su%%orted me throuhout m %ro&e!t.
1able of e:ort
Sr. No.
Name of the Topic
Page No.
1.
Introduction
2.
Company Profile
3.
Review of iterature
!.
Re"earch #ethodology
$.
%ata &naly"i"
'.
(inding and Sugge"tion" for Cu"tomer Sati"faction in )amley"
*.
Conclu"ion" recommendation"
+.
imitation"
,.
-iliography
Introduction
and
)amley" is the oldest and largest toy shop in the world and one
of the world's best-known retailers of toys. Founded by William Hamley as "Noahs Ark" in High Holborn, ondon, in !#$, it mo%ed to its &urrent site on egent (treet in !))!. *his flagship store is set o%er se%en floors, with more than +$,$$$ toys on sale. t is &onsidered one of the &ity's prominent tourist attra&tions, re&ei%ing around fi%e million %isitors ea&h year. *he &hain has ten other outlets in the nited ingdom and also has more than #$ fran&hises worldwide. Hamleys was bought by the &elandi& in%estment &ompany /augur 0roup in 1$$2 but was taken o%er by /augur's main in%estor,andsbanki, when the group defaulted. n 1$!1, the Fren&h toy retailer 0roupe udendo bought the business for 3#$ million.4!5 n 1$!+ it was reported that 0roupe udendo was negotiating the sale of Hamleys, possibly to a Hong ong &ompany owned by a relati%e of the owner of department store House of Fraser .415 (ubse6uently, it was sold to the 7hinese footwear &ompany 7.banner for an estimated 8!+9 million
ondon-based toy retailer Hamleys has opened its se&ond store in :umbai at nfiniti mall, :alad. (pread o%er ;,$$$ s6.ft., the new outlet sto&ks Hamleys own brand range along with other national and international brands su&h as :attel, Fisher
Hamleys entered the ndian market, through a fran&hise arrangement with elian&e /rands imited, a part of the elian&e ndustries 0roup.
t
opened its first store in the &ountry in 1$!$ at High (treet
)i"tory
Hamleys is the oldest and largest toy shop in the world. 4954+5 t is named after William Hamley, who founded a toy shop &alled "Noah's Ark" at No. 12! High Holborn, ondon, in !#$. wnership of the shop passed through the family, and by the time it was operated by Hamley's grandsons in !)2, the store had be&ome famous, &ounting royalty and nobility among its &ustomers.4#5 A bran&h at No. 1$$ egent (treet was opened in !))!B the original High Holborn shop was destroyed by fire in !;$! and was subse6uently relo&ated to Nos. )#C) High Holborn.45 *he egent (treet bran&h later e?panded to Nos. !))-!;#.4#5 n !;2), Dueen :ary, &onsort of ing 0eorge E, ga%e Hamleys a royal warrant.4#5 uring the (e&ond World War , the egent (treet store was bombed fi%e times. n !;++, Dueen @liGabeth ga%e the &ompany a se&ond royal warrant as a "toys and sports mer&hant". Hamleys was bought in une 1$$2 by the /augur 0roup, an &elandi& in%estment &ompany. When /augur &ollapsed, its stake in the toy store was taken o%er by the &elandi& bank andsbanki. n (eptember 1$!1 0roupe udendo, a toy retailer based in Fran&e with shops also lo&ated in /elgium, (pain and (witGerland, bought Hamleys for a reported 3#$ million.4!5 n &tober 1$!+ it was reported that 0roupe udendo was negotiating the sale of Hamleys, possibly to a Hong ong &ompany owned by a relati%e of the owner of department store House of Fraser .4)5t was subse6uently pur&hased by 7./anner, a large 7hinese footwear and fashion wear &onglomerate based in NanIing.
/nited 0ingdom "tore Regent "treet "tore
Hamleys e?panded and mo%ed its flagship store from No. 1$$ egent (treet to its &urrent site at Nos. !))C!;#, egent (treet, in !;)!, whi&h is the largest toy shop in the world. Hamleys' flagship store has se%en floors &o%ering +9,$$$ s6uare feet J+,$$$ m1K,4!$5 all de%oted to playthings, with different &ategories of toy on ea&h floor. *he ground floor is traditionally for stuffed toys Jin&luding (teiff K , and is de&ked out with a di%erse array of stuffed animals, from regular teddy bears to more e?oti& plushes su&h as turtles and dolphins, and enormous life-siGed giraffes and elephants.
ther / "tore
As of 1$!+, there are ten other stores a&ross the , in&luding sites at the (t. @no&h 7entre in 0lasgow,4!!5 at the *rafford 7entre in 0reater :an&hester, at akeside (hopping 7entre in @sse?, in (heffield, Lork, and at airports in&luding ondon Heathrow, ondon 0atwi&k, ondon (tansted4!15 and :an&hester . loal Store"
n !;) Hamleys' se&ond store was opened in New Lork 7ity, howe%er it was &losed less than !1 months later.4!25 Hamleys' @uropean footprint e?isted in enmark Jthree small storesK and, sin&e &tober 1$$), the epubli& of reland, when it opened a 2,1+$-s6uare-metre J2+,$$$ s6 ftK store in
n 1$!1 Hamleys opened its first store in ussia. t now operates two in :os&ow, one in (aint-
4e"ite
n the !;;$s Hamleys had two websites, one for the whi&h did not sell anything, and a ( %ersion41#5 with a basi& in%entory. *his &hanged in !;;; with the laun&h of hamleys.&om. *he site offered worldwide shipping and fo&used on user e?perien&e, &ustomer ser%i&e and the sale of traditional produ&ts and &olle&tables.41#5 *he &hief e?e&uti%e of Hamleys told Marketing Magazine " do not want to be&ome embroiled with the likes of *oys ''s, *oyGone and e*oys, whi&h are fighting on pri&e alone and will end up making ne?t to no margin".415
n 1$$# a glit&h on the website allowed &ustomers &ould &laim a #$Q dis&ount on any produ&t.41)541;5 @&onsultan&y &riti6ued the site for its basi& approa&h in 1$!2, and felt that it "doesn't do a lot to represent the brand, it fa&t it may e%en detra&t from it".
SWOT Analysis of Hamleys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Mareting Analysis Hamleys Parent Company
!ro"pe #"$en$o
Category
Toy Brands and Manufacturers
Se%tor
Media and Entertainment
Tagline& Slogan
The nest toys in the world
USP
World’s largest retail toy store
STP Segment
Retail toy store of some of the biggest toy brands
Target !ro"p
Parents and kids The wide range of toys oered something for all
Positioning SWOT Analysis Strengths
! Brand recall is "ery high #! $ne of the world%s Biggest toy retail chains
&! 'as a good customer reach and has a wide "ariety of (! 'as a )resence all o"er the world *! 'as sur"i"ed the test of time and has its )resence in the worlds most im)ortant metros +! ,ood focus on customer e-)erience adds "alue
Weanesses
! .ho)s located in the #! Targets mainly the u))er class
u)scale
market
!Target the middle class in the de"elo)ing economies Opport"nities #!/an add more )roduct lines to its )ortfolio ! #!$utdoor &!Tele"ision Threats
$ther
retail
toy
stores games
(!/om)uter games and 0nternet
Competition !1!B! Competitors #!Toys R 2
Anal ysi s:How Haml eysai mst ot aket hebr andwor l dwi de Haml ey s has been a l andmar kon London’ sRegentSt r eetf or mor et hanac ent ur yandt her et ai l eri snow f oc us edont ak i ngi t suni que off ero v er s eas . TheHaml ey s b r an di ss y n on y mou swi t hLo nd on ’ sReg en tSt r ee t , whi c hhasbeenhomet ot hei c oni cs t or es i nc e1881.
Toys
I t ss e v e nfl o ort o yb oxi nt he he ar tofLo nd on ’ sWes tEnd h as at t r ac t ed dr ov es ofe x c i t ed c hi l dr en f ordec ades .The uni que t heat r e c r eat edbyi ns t or edemons t r at i ons ,puppets hows ,hundr edsoft oy sand as hop des i gnedar oundac hi l d’ sv i ewpoi nti sr es pons i bl ef ormak i ng magi car eal i t yf ormanyandt hebr andi sr ec ogni s edt hewor l dov er . Butbehi ndal l t hi sf ai r yt al ewonderi sabus i nes swi t hpl ent ymor e oppor t uni t y ,andHaml ey si spur s ui ngi tov er s eas . Haml e y sc hi efe x ec ut i v eGudj onRe y ni s s ons a y s :“ Fami l i esand c hi l dr enal lov ert hewor l dar et hes ame-t heywantt oy st obef un,whi c h mak esuswel lpl ac edt ot ak eouruni quer et ai lpr opos i t i ont oi nt er nat i onal mar k et s . ” Haml e y shasbeenl e v e r a gi ngi t sbr an da wa r e ne s sb ye x pand i n g i nt er nat i onal l y .Ov ert hepas tfi v ey ear si thasbeenr api dl yex t endi ngi t s i nt er nat i onals t or er eac h,openi ngs hopsdes i gnedt odel i ghtc hi l dr enon al mos tev er yc ont i nent . Haml e y sheadofi nt er nat i onalde v el opmentHel enBar ni s hs a y s t her et ai l er ’ spr opos i t i oni suni que. “ Ev er y oneknowsHaml ey sandpeopl eal way shav eamemor yof v i s i t i ngt hes t or es oi thasemot i onat t ac hedt oi t ,i t ’ snotj us tas t or eon t hes t r eet . “ Theyr emembergoi ngi nwi t ht hei rc hi l dr enorgoi ngi nasac hi l d t h ems e l v e s ,s op eo pl eh av eav e r yma gi c a le x p er i e nc ea ndme mo r yan d f eel i t ’ sav er ys pec i al s t or e, ”s hes ay s . Thef r anc hi s emodelhasbeens uc has uc c es ss i nc et her e t ai l er t ook
i t s
fi r s t
i nt er nat i onal
s t eps
i n
2008
-
i t
doubl edi t sf r anc hi s es t or esi n2012andhasal mos tdoubl edt hem agai n
t hi sy ear-t hatHaml e y sai mst oopenmor et han200o v er s eass t or esi n t hene xtfi v ey ear s . The l at es tpl ansc ome a y e araf t erF r enc ht o yr et ai l erGr oupe L ud en dobo ug htHa ml e y sf o ra nu nd i s c l o s eds um. I ti san ambi t i oust ar getf ora r et ai l ert hathas33 i nt er nat i onal s t or esatpr es entandni nei nt heUK.Butt heex pans i ont r ai li sal r eady wel l t r odden. Ha ml e y sn ow h asa p r e s en c ei nJ o r d an ,Du ba i ,I n di a ,Cy p r u s , Denmar k ,SaudiAr ab i a,Rus s i aandSweden,andi ti spr epar i ngt oopen i nt heMal ay s i anc api t al Kual aLumpur . Changi ngst r at egy I ts eems t hatt he c har ms oft he r et ai l er ’ s magi c alwor l d ar e wor k i ng.Haml e ysr ev eal edt hi sweekt hatunaudi t edr es ul t sf ort he12 mont hs t o Dec ember2012 s howed EBI TDA s ur ged 12% t o £7. 2m. Gl obal
s al es
s oar ed
18%
t o £94. 1m.Meanwhi l e,l i k ef or l i k es al esac r os si t sf r anc hi s e bus i nes s s oar ed61%. “ Peopl ear emo vi nga wa yf r om t hef eel i ngt hatHaml ey si sj us ta s t or e on RegentSt r ee t , ”mar k e t i ng di r ec t orMar kDr ummond e x pl a i ns . “ Al loft hes t or esweopennow ar eeffec t i v el ycompac torr egi onal ,nota fl ags hi pRegentSt r eetf or mat . “ Forabus i nes st hathast r adedf or253y ear s ,i t ’ sgoi ngt ohav et o c hangei t sf oc usasi tgoest hr ought hes t r at egyt hatwe’ r egoi ngt hr ough no w. ” Thel as tfi v ey ear shav ebeent r ans f or mat i onalf ort hebus i nes s.I n 2007,wi t hi t ss i ngl eRegentSt r eets t or eandahandf ulofs hopsatUK
t r a v elhubs ,Haml e y spos t ed l os s esbef or et axof£2. 4m.I n 2008 t he ec onomypl ungedi nt or ec es s i onasc ons umer st i ght enedpur s es t r i ngs . Haml ey shadt ol ookats t r engt heni ngt hebus i nes s . The r et ai l erbegan t es t i ng di ff er entl oc at i ons i nt he UK and I r el and.I topened i t sfi r s tr egi onals t or e out s i de London i n Dubl i ni n 2008,t heni n2010i tl aunc hedGl as gow andl as ty eari taddedaCar di ff br anc ht oi t ses t at e. I thaspr o v ent obeas uc c es s f uls t r at egybec aus et hes es t or es al oneha v ec ont r i but edmor et han£10m t oHaml e y s ’ domes t i cs al es . Theyhav eal s opr ov i dedt hebl uepr i ntf ort heov er s eass t or es .I n 2008,Haml e y st es t edt hewat er si nJ or danandDubai ,wher et her ei sa wel l es t abl i s hed appet i t ef or Br i t i s h br ands . Des pi t et he ec onomi c c ondi t i ons ,Haml ey sdi dn’ tv i ewi tasar i s k . “ Th e Mi d dl eEa s th asa l wa y sb ee nag oo d ma r k e tt og oi n t oi n t er msoft heoppor t uni t yf ori nt er nat i onal r et ai l er s , ”s ay sBar ni s h. “ Youc an’ topent her ey our s el f ,y ouhav et ogot hr oughaf r anc hi s e par t neri nt heMi ddl eEas t , ”s headds .Meanwhi l e,t het ax f r eebenefi t s outt her ear eal s oadr aw,mak i ngt hedec i s i onl es sr i s ky . Si nce 2008 f r anchi si ng has been Haml eys ’chosen modelf or o v er s ease x p ans i on. Reyni ss on say s: “ Fr anchi si ng i s a model t hat has pr oved s uc c es s f ulf orman yr et ai l er sandhasbeenus eds uc c es s f ul l yt ogr ow i nt er nat i onal bus i nes s es . ” Haml ey snowhast hr ees t or ef or mat st hati tex por t s ,enabl i ngi tt o r ol l
out
fl ex i bi l i t y .
s hops
t o
di ffer ent
c ount r i es
wi t h
Thet hr eemodel sar et hefl ags hi p,whi c hi s10, 000s qf tt o25, 000 s qf t ,t hec ompac ts t or e,whi c ht ak esup5, 000s qf tt o8, 000s qf t ,and t heai r por ts t or es ,whi c har eabout1, 000s qf t . Haml e y sr e t ai la ndb r a ndd i r ec t orRal phCun ni n gh am ob s er v e s : “ We ha v ef o un dt h att he c o mp ac ts t or e wor k s pa r t i c u l a r l y we l lf or Sc andi nav i a,wher easDubai mal l swi l l hav eafl ags hi p. ” Re yni s s ons ay s :“ Ev er yc ount r yhasi t sownuni ques i t uat i onand c hal l enges ,butweha v eas t r ongt eam wi t hal otofe xper i enc eandwor k c l os el ywi t h ourf r anc hi s e par t ner st o ens ur e we del i v e rt he Haml e y s magi c al ex per i enc e. ” Haml e y sh asha dt oe x pandi t st e amst os u ppo r tt hef r a nc h i s e gr o wt h and hol dsannualc onf er enc es s ot hatf r anc hi s e par t ner sc an s har ebes tpr ac t i c e. Bar ni s hs ay sHaml e ysi sc l os el yi nv ol v edi nt heopeni ngpr oc es s , c hoos i ngt her i ghtpr oper t i eswi t ht hef r anc hi s eesandens ur i ngt heyus e t hec or r ec ts t or ef or mat s . Sel ect i v epar t ner shi ps Ther et ai l ers ay sanypot ent i alf r anc hi s epar t nerhast oadher et o s t r i c tc r i t er i a af t er bei ng r ec ommended or appr oac hi ng t he par ent c ompanydi r ec t l y .Haml ey si svi ewedasabi gf oot f al l dr i v erandmanyl i k e t ous ei tasananc hor .Par t ner sar eal way sex per t si nr et ai lt hatal r eady hav eanot herWes t er nr et ai l eront hei rbook s ,t oens ur et heyunder s t and t heex pec t at i onsandpr oc es s . Cunni ngham e x pl a i ns :“ We ’ r e no tl ook i ng f orpar t ner swho ar e new t or et ai l .Forex ampl e,ourpar t neri nI ndi a,Rel i anc eBr ands ,hasa s t abl eofbr andsi nc l udi ngSuper dr y ,Di es elandThomasPi nk ,s ot hey
under s t andwhatr et ai li sal laboutandwhati nt er nat i onalr et ai l i ngi sal l about . “ I t ’ snotast houghwehav et or ei nv entt hewheel . ” The c ul t i v at i on off r anc hi s er el at i ons hi pshasmeantt hats ome par t ner s have been abl et o wor k mor ei ndependent l yf r om t he UK bus i nes s . Bar ni s hs ay s :“ Ourmor emat ur ef r anc hi s epar t ner sar ebec omi ng v er ys ki l l edi nt hes uppor tt hatwe’ v epr ev i ous l yoffer edt hem i nt er msof s t or el aunc hes ,s t afft r ai ni nganddemons t r at i ons . “ Ours i ngl e poi ntofdi ffer enc ei st he t heat r et hatwe c r eat ei n Ha ml e y ss t or e sa nd we ’ v en ow f o un dt h att h r o ug hi n v e s t i n gi no ur par t ner swe’ v emanagedt or epl i c at ei t . “ The yar eno w bec omi ngmor emat ur eandt r ai ni ngt hei ro wns t aff i nt er nal l y . ” I ti st hi st ur ni ngpoi ntt hati sdr i v i ngHaml ey s ’ambi t i ont oex pand i t si nt er nat i onal f oot pr i nts i x f ol d. Locale xper t i se Re y ni s s oni ns i s t st hate v enbef or ebei ngt ak e nunderLudendo’ s wi ng,Haml ey shad“ ambi t i ouspl ansi npl ac e” . Th er e t a i l e rai ms t oo pe n4 0s t o r e say e a rf r o m n ex ty e a r , s t r et c hi ngac r os st hegl obe,wi t ht heex c ept i onofNor t hAmer i c awher e t h et o ymar k e ti smuc hmor ec r o wde dt ha ne l s e wh er e. Bar ni s he x pl ai ns :“ We ’ r e de v el opi ng e x i s t i ng mar k e t s wi t h our ex i s t i ngpar t ner s .Somemar k et swi l lt ak emor es t or est hanot her s ,s uc h asbi gc i t i esl i k eMos c o w whe r ewek n ow wec a nop er at eq ui t eal a r g e
numberofs t or es .Butt her ewi l lbeot herc i t i eswher ewewi l lha v eone s t or e. ” She say s Haml eys wi l l wor k wi t hi t s par t ner st o bui l da dev el opmentpl an,aswel laswi t hl andl or dst oens ur es i t esar eav ai l abl e att her i ghtt i me,s uc haswher eanewmal l i soper at i ng. Sh ea dd s :“ Att h es a met i mewed oh av eagl ob ale x pa ns i onp l a n. So we ’ r ea c t i v e l y wor k i n go nn ew ma r k e t st oo pe ne i t h erwi t hn ew par t ner sorex i s t i ngpar t ner st hatmaygoi nt oaddi t i onalt er r i t or i es .Sof or ex ampl e,ourpar t neri nMal ay s i awi l lal s oopens t or esi nSi ngapor ef or us . ” Des pi t et hev ar i edt r adi ngl oc at i onsi ti skeyt oens ur et hebr andi s al i gnedac r os sal l s t or es . Bar ni s hs a y st hatwhe t heri nI ndones i aorMos c o w,Haml e y swi l l bet r adedt hesamewayusi ngt hesamemar k et i ngcampai gnand t he s amepoi ntofs al e-i ns hor t ,ev er y t hi ngi sdi r ec t edbyt heRegentSt r eet s t o r e . Haml e y s has ens ur ed t hateac hs t or er et ai ns t he e x per i ent i al t heat r e,s uc hast oydemons t r at i onsandc ol our f uls t or edes i gnst hatar e s ok e yt ot heRegentSt r eetfl ags hi p. Haml e y swi l lopenfi v emor es t or eso v er s easbef or et heendoft hey e ar . I nt hel as tf or t ni ghti topenedi nSt oc khol m,whi l ei nOc t oberi tmak esi t s debuti nMal ay si aandi twi l l s oonhav eas t or ei nAf r i c a. Cu nn i n gh am s a y s :“ Wh eny o ug etc r i t i c a lma s st h eg r o wt hh as nat ur almoment um.Whenwehavet he i nt er nat i onalexposur emor eof ourpot ent i alf r anc hi s eesar es eei ngt hebr andandt heywantapi ec eof t heac t i on. ”
Haml ey s ’bos seshopet omak et hei rpl ansf ori nt er nat i onalgr owt h s eem l i k ec hi l d’ spl ay . Cul t ur a ldi ffe r e nc es-Nobe ar si nt heMi ddl eEa st Asat o yr et ai l er ,Haml e ys ’offert endst obegener al l yt hes ame t hewor l dov er . Buti thashadt oadaptt omar k e t swher el oc aldi ff er enc esmean t h ats o met o y sar emor ei nde mandt ha no t h er s . Haml e y sheadofi nt er nat i onalde v el opmentHel enBar ni s hs a y s : “ Wal k i ng i nt o Haml ey si nt he Mi ddl e Eas t ,c us t omer sdon’ tr eal l yl i k e pl us hbear sandani mal sf orr el i gi ousr eas onsandbec aus ei t ’ ss ohoti n t hatmar k et[ and t he f urget ss t i c ky ] ,s ot her e wi l lbe l es s oft hos e pr oduc t st her e.Buti nanot hermar k ett heywi l lbehuge,s uc hasI ndi a, whi c hi sex Empi r eandbear sar eahugepar toft hei rc ul t ur e. ” She adds: “ Scandi navi an cus t omer s gener al l y have hi gher av er ages pendonwoodent oy sort r adi t i onal t oy s . “ Buti nAr abi cmar k e t st he ys eet hem asar t i s an[ handmade]and t hatt heycoul dmak ei tathome,s ot heypr ef erpl as t i cands hi nyt oy s. “ Wedon’ tj us tdoas hopi nabox . ”
Type
imited &ompany
Indu"try
etailing
(ounded
!#$B 1+# years ago
)ead5uarter"
ondon, W! nited ingdom
Numer of location"
!! in B 9# international fran&hises
&rea "erved
Worldwide
Product"
*oys
Revenue
392 million J1$!!K
wner
7./anner
C.anner is a 7hinese fashion &onglomerate based in NanIing. 4!5
*he &ompany originally sold footwear, but has gradually e?panded its rea&h to owning brands su&h as Hamleys, :, nited Nude and Fren&h 7onne&tion.415 t is the se&ond largest mid to premium retailer for women's &asual and formal wear in 7hina.
R Hamleys is the oldest toy shop in the world . R ne of the world's best-known retailers of toys. R
Founded by William Hamley as "Noah's Ark" in High Holborn, ondon, in !#$, it mo%ed to its &urrent site on egent (treet in !))!.
R *he &hain has ten other outlets in the nited ingdom and nearly +$ fran&hises worldwide. R Hamleys was bought in une 1$$2 by the /augur 0roup, an &elandi& in%estment &ompany. R When /augur &ollapsed, its stake in the toy store was taken o%er by the &elandi& bank andsbanki. R n (eptember 1$!1 0roupe udendo, a toy retailer based in Fran&e at 3#$ million. R
n &tober 1$!+ it was reported that 0roupe udendo was negotiating the sale of Hamleys, possibly to a Hong ong &ompany.
Competitor" of )amley"
R ./. *oys R *oys R Hamleys holds an e?&lusi%e tie-up with elian&e etail for mer&handising its famous toys for &hildren. R elian&e etail plans to open 1$ toy stores of the -based Hamleys in ndia at an in%estment of s .!1$ &rore.
R *here are stores in all metro &ities of ndia i.e :umbai , elhi, olkata, 7hennai. R )arrod" R etail epartment store. R Harrods founder 7harles Henry Harrod first established his business in !)29. R
/eginning in a single room , Harrod's son built the business into a thri%ing retail operation selling medi&ines, perfumes, stationery, fruits and %egetables.
R
Harrods rapidly e?panded, a&6uired the adIoining buildings, and employed one hundred people by !))$. )i"tory of )arrod"
R Founded in !)29. R
R 7lothing for women, men, &hildren and infants R @le&troni&s R ewelry R
C *ie up with elian&e etail through fran&hise agreement of 1$ years R (e&ond store in ndia C o&ated at @?press A%enue :all in 7hennai C Area of !!,$$$ s6 ft C (tore has a ondon /us on whi&h one &an walk through
R /rands C Hamleys own brand range toys C :attel C Hasbro C isney C Fisher
7ategory R (egments adults
nfants, young boys and girls, teenagers and
C /arbie doll house and /arbie (alon and (pa for young girls of age group + C !1 C 0rand a&ing tra&k for &ars, ondon ouble e&ker /us, (afari eep for young boys C
n i
Pricing
a l s
R The price varies from Rs 100 to Rs 50,000 R Most products are priced higher for auent urban folk R There are no discounts ecept on !hristmas Promotion
#ungle Theme
R Promotion is done ver$ etensivel$ %ith ever$ %indo% of the store having a board of the compan$&s name and logo %hich is follo%ed at all the outlets throughout the 'orld. (ta)
R *obod$ follo%s the customers roaming around so there is complete freedom %herever the shopper %ants to go. R *o sales person approaches the customers until the customer approaches him+her. R (ta) take care of customers R The$ are speciall$ trained to provide entertainment to kids R The manager also caters customers (tore "esthetics
R isual merchandi-ing and displa$ %alls for better overall look of store R To$s are displa$ed nicel$ as in ondon /us
R Remote controlled car at race track R ift %rapping facilit$ R !hildrens and adults are allo%ed to touch and operate to$s Marketing (trategies 2change polic$ 1. 2change can be done %ithin 15 da$s of purchase re3uirement is that the customer should have bill or echange card %ith the product and if the product is not defective it should be in a saleable condition 4. !ash back is not done. The customer %ill get a credit note of the same amount of the product. !redit note&s validit$ %ill be 1 month and credit note can be used onl$ at the store %hich has issued the credit note.
ift oucher amle$s provide a ift oucher to the customer. 6t is available in t%o
denominations that are 500 rupees and 1000 rupees if the customer doesn&t kno% %hat to bu$ as a gift then he or she can purchase a gift voucher from hamle$s store and can give a hamle$s gift voucher as a gift. 6t %orks as good as mone$. The customer can use the gift voucher to purchase an$ product in the store. 6ts validit$ is of one $ear and can be used at an$ store of hamle$s all over 6ndia. The Terms and !ondition of the gift voucher is that it the customer has to use the particular gift voucher in one go. ike for eample if a customer has a 500 rupee gift voucher he or she has to use that %hole 500 rupee in one go. The customer can purchase as man$ products as much he or she %ants but the %hole gift voucher has to be used in one go. 6f the customer has 500 rupee gift voucher and he %ant to shop for 700 he or she %ill
