Submitted To:Nitin Malik

Submitted By:Manish Saran

The P'kolino Story

J.B. Schneider: co-founder and Marketing & Product Development Manager

Background Marketing strategy and communications experience Manager a project

Antonio Turco-Rivas: co-founder and Sales & Operations Manager

Background Corporate Finance consultant special assets Manager in Corporate Banking in the US

Goal - to create an innovation driven play company

At P’kolino

Children learn and grow through play Creating a home that nurtures and encourages play P’kolino is an entirely new concept in play furniture Smart, multi-purpose products designed to be fun,

functional and stylish

“Children grow so fast but the furniture does not and the uses are so limited”

Product offered

Play Tables P'kolino Play Table P'kolino Klick - Children Desk Play Desk

Play Organization Play Ottoman - Storage P’kolino Clothes Tree P'kolino Kube Set P'kolino Kube P'kolino Kube Drawer

Play Seating P’kolino’s Little Reader Silly Soft Seating Play Bench The Wave

Accessories Play Kit P'kolino Colored Pencils Kube Table Table Lounge Pad Ottoman Dividers

Industry Overview

Toy & furniture market - $38 billion growing at 13% pre year Playroom furniture market-1.2billion growing at 7% annually for next five

year

According to Market research .com

Playroom is not playroom without toys

Furniture Industry Highlights

Households spend over $24 billion expected to grow at 2% per year

Companies competing in this market are:

Furniture brands international Lay z boys Ashley furniture Others : Ethan Allen and local players

Furniture industry highlights

DISTRIBUTION:1. Natworks of furniture centres2. Independent sellers3. National and local chain4. Departmental stores

ACCORDING TO AFMA 1.Children’s furniture market is fastest growing

segment with 8% growth in 2003 2.Genarated $4 billion in 2003 90% Children’s bedroom furniture 10% Children’s chair, tables and toys

Toy Industry Highlights

Accounted- $34billion in 2003 Growing at 5-9% per year with 60% import

According to playthings annual report 1.Industry is highly seasonal 2.more aware of importance of play and education result - sale growth of 9% 3.retail sale expected to grow 4.3% per year to total

$37.8 in 2007 reasons-new video game technologies and next

generation systems

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Column1

Trends influencing the playroom market

More children are being born. mom’s with more income and

spending more. Grand parent are spending

more. More aware/educated parent New laws The power play campaign

Play room market structure and competition

High end segment competitors1.Truck architecture2.Casa kids3.Kidkraft

Mid segment competitors 1.Pottery barn kids 2.Billni 3.land of nod Mass segment competitors 1.brio2.Little tykes3 Imaginarium

Opportunity

Parent are more willing to pay for the product.

Educational toys growing at 9%for last 3 years

Playroom furnishings growing at7% per year.

pkolino identified fore area for improvement

1.Playroom furniture loses its value fast

2.compromise play 3.child loses interest 4.play space are unorganized

Competitive Edge

Multi-purpose

Functional

Beautiful

Safe

Fun

Educational

Strategy Plan

Strong BrandSolid Customer BaseAchieve Predictable & Sustainable GrowthCulture of Innovation

High End Consumers

• Values innovation• Brand over price• Market influencer• offer highest margins

Mid -Market Segment

• Larger mass• Introduce Low cost

products

Target

Communication Strategy

Public relationWord of mouth (child expert) Direct to the customer (web, mail & phone)

Marketing Plan

“Concerned” Parents

• Educated

• Search web options

• Strong bias towards friends & family

Authorities

• Child care experts

• Teachers

• Publications

Grandparents

• More involved

• Richer than parentschil

dren's

Pricing PlanHigh-end Pricing strategyMarket-demand pricing to maximize/sale profit

$ 650 - $ 350 (Table A)

Mid Market consumers

High end consumers

Mid Market consumers

Distribution Strategy Retail store – Customer expose to the product

- Target non-traditional Retailers - Provide “showroom” for its designs

- Viral marketing also used

E-mail & web - Powerful online catalog - Generate awareness through e-mail, keyword

search…

Retail Sales Marketing Materials - Brochures & point of purchase displays

Advertising - focus on media (print)

Direct Mail - Target high end customers from northeast

Operations strategy

1s

t

50% payment & designs to mfg. (time 0)

Mfg. develops prototype (3r

d

week)

P’kolino reviews prototype (4t

h

week)

2n

d

50% payment to mfg. & production begins (5t

h

week)

Product ready for shipment (15t

h

week)

AFECOM

Critical Risk Highly competitive market Copycat Lawsuits Product defects

Recommendations

Not restrict themselves to 0-8 groups Come up with some outdoor playing also…

Bibliography

www.p’kolino.com Atrn.p’kolino.com Childrenmarket.com Kidstoday.com Urbanbaby.com