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Demonstrates Toys R US marketing principles

Please provide illustrative materials to demonstrate marketing principles that Toys R Us is following.

1) Recalling that promotion includes: Advertising, Personal Selling, Publicity, and Sales Promotion, describe the PROMOTIONAL MIX of Toys R Us

2) Analyze the promotion of Toys R Us relative to your products and markets as if you were making a report to management. Be as specific as possible and be sure to draw on the description of the INTEGRATION and of the MARKETING MIX..

3) Briefly (1-4 paragraphs), explain if and/or how Toys R Us has COMPETITIVE ADVANTAGE in PROMOTION? If it does not have competitive advantage in promotions, explain why it doesn't have that advantage.

Please remember: Competitive advantage must be specific; that is, directed toward each competitor. A simplistic example is that Burger King may have competitive advantage over KFC in terms of advertising, but it does not have competitive advantage over McDonald?s. Of course, you would elaborate more and explain why Toys R Us does or does not have competitive advantage in promotion relative to each particular competitor.

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Please provide illustrative materials to demonstrate marketing principles that Toys R Us is following.

Toys 'R Us began its operations in 1957 as the nation's first discount toy store. As per the corporate website:

Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer with more than 1,500 freestanding destination toy and baby specialty stores worldwide. The company currently sells merchandise through nearly 600 Toys"R"Us stores and more than 260 Babies"R"Us stores in the United States, more than 690 international stores in 33 countries. Hence they have grown rapidly and currently operate 1,581 stores both domestically and internationally, including 1201 toy stores that retail toys, games, bicycles, sporting goods, furniture, electronics, as well as educational and entertainment computer software for children. There are 198 Kids 'R Us stores featuring brand name and private-label children's clothing. Included in the family are 145 infant and toddler stores, with eleven more set to open this fall, called Babies 'R Us, which sells juvenile furniture, such as cribs, dressers, bumper seats, high chairs, strollers, car seats, infant, toddler and preschool toys. Another group within the "Toys" family is the 37 educational specialty stores under the name "Imaginarium," a co-branded specialty and learning toy store at Amazon.com. The company also sells merchandise through its Internet sites at www.toysrus.com, www.babiesrus.com and www.imaginarium.com, and through mail order catalogs.

1) Recalling that promotion includes: Advertising, Personal Selling, Publicity, and Sales Promotion, describe the PROMOTIONAL MIX of Toys R Us

Promotion is an important part of the marketing mix. The promotion mix could be formulated through integrated marketing communication strategy. Integrated Marketing Communication is more than the coordination of a company's outgoing message between different media and the consistency of the message throughout. It is an aggressive marketing plan that captures and uses an extensive amount of customer information in setting and tracking marketing strategy.

It is where all aspects of a company's promotional efforts work together with a unified purpose to deliver a consistent and positive message; recognizes that all contact points with customers and prospects are important, from the truck making a delivery to the CEO in the ...

Solution Summary

This explains the demonstrates Toys R US marketing principles

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