Promoting Toys R Us to Kinder Schools and Day Boardings

The Toys R Us company aims to attract kinder schools and day boarding globally by adding a new tab on its website, displaying complete sets of toys and furniture specifically designed for these institutions. The marketing plan includes advertising in national and international newspapers with the punchline 'Complete set for Kinder Schools & Day Boardings', direct emails to schools, and promotional campaigns within these institutions. The public relations plan targets school publications, provides information in school magazines, and builds relationships by writing about visitors on the website.

Toys R Us
Research Assignment
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Introduction
In this present paper, we will research about the company Toys R Us which is an American toy
and juvenile product Retailer Company. The paper also describes the media information about
the company, website analysis, net target market plan, website revision, social media plan,
marketing plan, and public relation plan.
The company deals in toys, clothing and juvenile products within the industry of retail. It is a
private type organization which was founded in 1948 and it's headquartered is in Wayne, New
Jersey which is in the metropolitan area of New York City. The company serves across the
world. The total revenue of the company in 2015 is $13,864,000,000. The total employees of the
company are 71,000 (Toys"R"Us/Babies"R"Us – Toys et al., 2016). The company has two
divisions . Namely, Toys R us, Babies R us and FAO Schwarz. The company also operates the
electronic commerce sites which include FAO.Com, Babiesrus.com, and Toysrus.com. The
company is having 866 stores in the United States in which more than 750 are international
stores and approximately 245 licensed stores in 37 countries all over the world.
The spokes-animal of the company for advertisement is Dr. G. Raffe which was renamed as
Geoffrey. The company uses various media for its advertisement such as social media,
campaigns, an advertisement which helps to promote the brand in the eyes of the consumers and
it directly impacts on the sales volume of the company. The report advertising expenditures of
the company are $445,000,000. The BBDO Atlanta advertisement agency is used by the
company which is the agency of Omnicom group for promoting the brand which helps to attract
a large number of consumers for such advertisement campaign such as new holiday campaign.
The marketing programs of the company include national television, email marketing, target

magazine advertisement, advertisement in international and national newspapers and other
promoting activities include direct mailing to the members of loyalty programs, door to door
marketing, in-store marketing, and others.
Website Analysis
The consistent news of the company is to attract the consumers from its various promoting
events such as new holiday Campaign by the advertisement agency BBDO. The company is
focusing on attracting the target audience by its promoting events which help to increase the
revenue of the company by competing among the competitors in the same industry such as
Walmart. The advertisement attracts the consumers by connecting them emotionally. The overall
image of the company is the best provider of children’s toys and juvenile products among the
private retailer in the same industry. The image of the company is communicated through
various promotional activities, and target audience focused strategy which helps to attract large
consumers by fulfilling the needs and wants of children's (Altheide et al., 2012). The company is
having large distribution channel with the advanced logistical system. The company has shelf
space which shows that the company has a strong bargaining position. The message is consistent
all over the media that the company is specialized in best toys and juvenile products across the
globe. The audience of the company is children above the age of five and then the children’s
from five to twelve years old. The stakeholders also include parents of children’s who are the
ultimate buyer of the product.
New target market plan

The new target audience will be the kinder schools and day boarding's who will buy the toys,
children's clothes, furniture and other juvenile products. The products will be served to the
kinder schools and day boardings across the globe. According to the research the kinder school
requires various toys and juvenile products because the kids are entertained by the toys in kinder
schools, so they are the new target consumers. The kids join that joins the kinder schools are 2.5-
5 years, and the kids of this age group require toys to play and learn new things (Dunne et al.,
2013). The students of this age group learn with various game activities in which the toys plays a
major role. The toys are mainly required in the kinder schools and day boardings.
Website revision
Following are the three additions that are required to attract the kinder schools and day
boardings:
1. Free delivery on bulk purchase
The free delivery information on bulk purchases helps to attract the kinder schools and day
boarding's because they will buy according to the strength of the schools and boardings. The
information must be added to the website which helps to attract a large number of kinder
schools and day boardings. The kinder schools which are having more than one branch
global they will buy in bulk for all the branches of schools which help to increase the
revenue of the company.
2. Complete set for kinder schools and day boarding’s
The complete set information must be added to the website which helps to attract the large
number of kinder schools and day boarding’s globally (Hurwitz et al., 2016). The complete

set is required by the kinder schools in which the same color is chosen according to the
theme of kinder schools and day boardings.
3. New tab for schools and boarding’s
The tab of schools and boardings must be added to the websites which make the target
audience feel valuable and specialized in toys, furniture and juvenile products.
All the three additions help to attract the target audience by making them feel valuable and
product specialized because in the large competitive world it is necessary to provide all the
relevant information which fulfills the needs of target audience.
Social media plan
The social media helps to promote the product and services. The web page on social media sites
with complete information about the product helps to attract the kinder schools and day
boardings globally. The kinder schools with global chain will easily get attracted by getting the
global free delivery information. The additional information’s helps to attract the principles,
management, and head of school by showing them the specialization of products for kinder
schools and day boardings.
Marketing plan
Following are the three additions in the marketing to attract the target audience:
1. The punch line “complete set for kinder schools & day boarding’s” is used to promote the
brand through advertisement on national and international newspapers.
2. Direct emails to the schools and day boarding’s

3. The promotional campaigns in kinder schools and day boarding’s.
The revisions in marketing plan help to attract the target consumers by advertisement in the
national and international newspaper with the punch line "complete set for kinder schools & day
boarding's." The campaigning in schools and boarding's aware the target audience about the
company (Newmeyer et al., 2014).
Public relation plan
The public relation plan is very necessary to foster the relationship with public and target
audience. Following are three revisions that help to attract the target audiences:
1. Target the school publications which help to attract the target consumers.
2. Provide information in the school magazines which helps to attract the target audience.
3. Build relationship with the schools and boarding’s by writing about the visitors on the
websites which helps to attract them to become target audience.
The public relations help to promote the brand to the target audience by maintaining the
relationship with the kinder schools and day boarding’s through writing about the visitors on
the websites (Smith et al., 2012).
Conclusion
The Toys R Us is the American toys private company which serve its products across the world.
The company is a leading brand across the globe. The company promotes the brand through a
national and international newspaper, advertisement on national television, direct emailing to the
loyalty consumers, and others. The advertisement agency used by the company is BBDO Atlanta

which promotes the brand and enhances the sales volume of the company. The overall image of
the company is a leading brand which is specialized in children's toys and juvenile products. The
new target audience is kinder schools and day boarding's. The new tabs must be added to the
website which helps to attract the target audience. The marketing plan includes direct mailing to
the schools and boarding’s, campaigning in the schools and boarding which helps to aware and
attract the target audience.

References
"Toys"R"Us/Babies"R"Us - Toys". Toysrus, 2016. Online. Internet. 18 Oct. 2016. . Available:
http://www.toysrus.com/shop/index.jsp?categoryId=2255956.
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Dunne, Patrick M., Robert F. Lusch, and James R. Carver. Retailing. Cengage Learning, 2013.
Hurwitz, Lisa B., et al. "Content analysis across new media platforms: Methodological
considerations for capturing media-rich data." New Media & Society (2016):
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Newmeyer, Casey E., R. Venkatesh, and Rabikar Chatterjee. "Cobranding arrangements and
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Smith, Ronald D. Strategic planning for public relations. Routledge, 2012.