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Categories Major categories*

Categories

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1. On what type of categories does your store focus on (promot ion/ sales)?o Major categories (presence)o Target Segmento Price points in each categoryo

Entry & exit pricing in each categoryo In each category, which companys product / brand sell most and in what price

points

o Consumer awareness of companies/brands in each category? top of mindrecall

o Stocks in each category? On a scale of 10o Purchased occasion. How often a toy is purchased in each category?o Does the mall location enhance/ reduce the demand for branded toys?o Number of brands and SKUs available in India?o % of brand specific customers?o Out of total sales, how much is from branded toys?o How is the store posit ioned among customers?o Differentiating factor of your store/company?o What is your current posit ion amongst all the competitors in the market?o What is your expansion plan?o Size of the category (% revenue from each category) : Demographics size

2. What are your FMS? And why? Perceived value Movies / seasonal Fashion/ trend Advertising

3. In each category which ones are the dominant players? And in what price points?4. USP of each category you deal with? (more of education/ fun/ interactive toys/usage of

advanced technology/specific toys to economically sensit ive customers/ how dynamic it

is different benefits combined)

Categories

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Vehicles & R/C

Video Games &Accessories

Games & Puzzles

Soft Toys

Action Toys

Dolls & Play sets

Arts & Crafts

Bikes, Scooters & Riding

Toys

Sports

Building Blocks

Learning

Chocolates

Musical Instruments

Novelty Items

Pretend Play & Dress-Up

Collectibles

Party & Holiday

Stationery

CD

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5. Which category product(s) has diminished? Which ones have better future potential ( atleast in the next 2/ 3 years)

6. Time spent by the customers on specific category segments? How long they stay insidethe store and get converted into sales.

Categories Major Player(s)

Top selling

brand(s)

(views aboutbrands,consumerawareness inbrands)

Business trend inthe categorysegment ( growing, % share inrevenue , etc)

Time spent bythe customers

Infant

Preschool

Vehicles & R/C

Video Games &Accessories

Games & Puzzles

Soft Toys

Action Toys

Dolls & Play sets

Arts & Crafts

Bikes, Scooters &Riding Toys

Sports

Building Blocks

Learning

Chocolates

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Musical

Instruments

Novelty ItemsPretend Play &Dress-Up

Collectibles

Party & Holiday

Stationery

CD

7. Growth rate of the toy section in the store?8. Is there any re-emergence of characters loved in the past generations?

Marketing

9. Promotional strategies, brand building activities?i) Avenues of marketing & promotionii) % spending on advertising for every $ earned?iii) Special pay for specific shelf positions, special promot ions?iv) Companies use the licensed in-house toys or characters for other companies for

promot ion (McDonalds Happy Meal Toys)

v) Specific to TG is the promotion? Or a common promot ion for all?10.Level of involvement in educating the customers for the new products? How do you

promote the new products/launches?

11.Support schemes for retailers like demos, activity sponsors?12.Ongoing trends such as celebrating anniversaries of toys? way of promot ions followed

by some companies

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13. Dependence of each category on entertainment sector? usage of cartoon charactersin toys

14.Visibility of the store?Manpower (Sales & Operations)

9. Years of existence in the industry?10.Which price point sells the most in your store? (not category specific)11. Structure of sales & operations?

o Hierarchyo Proportion - S&O : Totalo Regional specific management heads?

12. Focusing on which regions (like north, south, east & west)? And why?13. Which quarter is the most selling season and what sort of promotions are undertaken

to combat the slowdown otherwise? season wise top selling toys

14. During limited revenue, which types of toys are primarily promoted? ( educational ,sport , etc.,)

15. Store managers / employees to indulge in promotions?16. Professionalism followed in S&O. How does it face the competition from proprietary

business?

Distribution Channels

17.Type of distribution channel that is used? Direct channel Distributor channel Retailer channel C& F Agents

And why it is? Does it vary according to vendors?

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Trade Partners

18.Trade partners?o % manufactured itemso % imported (seasonal included)

- Licensed- Unlicensed

19.How are the payment terms?o Payment on deliveryo On credit

20.And what is the credit period? Does it vary depending on the retailer and what could bethe reason behind?

21.Any offer/special schemes for the overstock liquidation? Return policies formanufacturing defect?

22.Distributors list?