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

 Households spend over $24 billion

expected to grow at 2% per year

 Companies competing in this

market are:
Ø Furniture brands international
Ø Lay z boys
Ø Ashley furniture
Ø Others :
Ethan Allen and local players
Furniture industry highlights
 DISTRIBUTION:
2. Natworks of furniture centres
3. Independent sellers
4. National and local chain
5. 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
Trends influencing the playroom
 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

 High end segment

competitors
1.Truck architecture
2.Casa kids
3.Kidkraft

 Mid segment
competitors
1.Pottery barn kids
2.Billni
3.land of nod
 Mass segment
competitors
1.brio
2.Little tykes
3 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
Competitive
Strategy Plan
Strong Brand
Solid Customer Base
Achieve Predictable & Sustainable Growth
Culture of Innovation

Targe
t
Communication Strategy
Marketing Plan
Pricing Plan
High-end Pricing strategy
Market-demand pricing to maximize/sale profit
$ 650 - $ 350 (Table A)
 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

AFECO
M
 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