TOY - Customers Perspective

19 February 2016 Voice of the Customer The biggest challenge for manufacturers across the world is to develop ‘innovative products’ which will cater to the entire market. Therefore, collecting and interpreting the Voice of Customer (VoC) plays a vital role in the subsequent success of any New Product Development (NPD) activity. Describes the stated and unstated customer needs or requirements. Consist of both qualitative and quantitative research steps. They are generally conducted at the start of any new product, process, or service design initiative. Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.

19 February 2016 The voice of the customer can be captured in a variety of ways: Direct Discussion Surveys Focus Groups observation Individual Interviews Contextual Inquiry and so on. Voice of the Customer All involve a series of structured in-depth interviews, which focus on the customers’ experiences with current products or alternatives within the category under consideration. Needs statements are then extracted, organized into a more usable hierarchy, and then prioritized by the customers.

19 February 2016 Voice of the Customer How many customers should be talked to? -The number depends on complexity of the product, diversity of market, product use, and the sophistication of customers. Who do we talk to? -Current customers are the first source of information if the product is aimed at current market. -Potential customers are the primary source of information if the product is aimed at new market. -Competitor’s customers provide a good source of information on strengths on competitor's products.

19 February 2016 TOY - Customers Perspective As India is a diverse country, understanding these aspects from the user perspective is vital for the success of any product. -We considered opinion of general public. -Short listed places like apartment complexes, parks, baby care centres and so on. -Approached colleagues within the Organization -Telephonic conversation -Feedback from friends and relatives are considered.

19 February 2016 Time Spent by parents with their Kids -Most parents in this category were employed. -Found less time to spend with their kids. -Growing number of Baby cares in the country. -Kids were Infants and parent is essentially its mother.

19 February 2016 Favorite Activity of Kid

19 February 2016 Parents’ Aspiration Favorite activity of a kid and aspirations of parents are contradicting.

19 February 2016 Gift that Parents plan to buy in future Books (26%) + Puzzles/Comics (6%) + Educative (13%) = Total (45%) Importance given to education by parents.

19 February 2016 Functional Requirement Analysis Functional Requirements Aid EducationCreativityPhysical ActivityEmotional QuotientMiscellaneous BooksDrawingCyclingFeeding PetsNothing Specific ComicsPaintingSwimmingTo socialize moreAnything she likes Watching TVCreative gamesPlaying with FriendsToysAnything New Magic PotsMusicDancingDress Building BlocksSingingCaromFood and Party MoviesToyOutdoor gamesPuppy Video GamesPianoYogaKitchen Utensils CDsBuilding BlocksPlaying PuzzleToys Computer gamesAutomobile Electronics Cell phone Games Developing Skills Toy Learn Through Playing Learning & Grasping Activity Stationary Items

19 February 2016 Consolidated VoC -50% of the parents give more importance to activities that aids education. -Parent’s preferences are driven by their strategic thinking on their child’s future.

19 February 2016 Identifying the customer

19 February 2016 Interview with Kids: Leisure Time activity of Kid Figure xx: Toys that Kids like Last year birthday gift Toys that kids like Expected birthday gift for next year

19 February 2016 Consolidated VoC – Kids: -Emotional Quotient gets the maximum preference by Kids with 38%. -Kid’s preferences are distributed almost uniformly among all the functional groups.

19 February 2016 Combined requirements from Parents and Kids An educative, lovable Toy that has scope for Physical activity is the most desired toy by a Parent and a Kid.

19 February 2016 VoC - highlights On an average Kids play approximately 4.5hours per day Parents buy new things to their kids for every 1.67 months They spend Rs.270 on such shopping. Parents spend Rs.210 on gifts to others kids. Average Age of kids in this survey is 3.97 years VoC is based on the requirements from 54 % of girl kids’ parents and 46 % of boy kids’ parents

19 February 2016 Conclusion: -Factors such as exposure to technology, socio-economic status, cultural diversity, Language, and so on plays a significant role in success of a toy. -Activities of a kid and choice of Toys are mostly influenced by parents. -Toy with a blend of educative and creative features along with scope for physical activity is the most preferred Toy by parents. -The fun and emotional quotient are the factors that attract and attach the kid and drives the kid to use it for a long time.

19 February 2016 Thank you Thanks To -TCS -Mr. Arockiam Daniel from the Functional Group, TCS -Library services -Team – Innovative Toy