The Organization and Its Aim

Australian Toy Association (ATA) is a private organization that specializes in products for kids and family leisure, learning, amusement and showbiz to enhance their future health conditions and prosperous living. The enterprise was establishes in 1983, that has it headquarter at Victoria, Australia. Being a membership company it includes manufacturers, retailers, distributers etc. thus it accounts to the huge sales production in the organization.This organization is an extensive producer of various products of children interests varying from toys, nursery books, nursery clothing, hobbies, confectionery, games, safety products and so on. Though the organization’s initial focus is children’s stuff still it has enlarged its boundaries in producing lifestyle and leisure product for adults also (ATA 2012). The aim of the members of the organization down the hierarchy is the deliverance of quality products, healthy and safe products especially to the kid population, subsequently increasing the market of their products not only at the national level but going beyond it to achieve a global recognition.The Product Range

The organization constitutes a varied range of products conveniently designed to be utilized for kids primarily and also for the adult population. Having a glance at the variety of the products that ATA has ever produced in both national and international market is almost incredible. The products for infants like, Balloons, Baby Monitors, Posters and Wall-charts and Puppets; such a variety serves the purpose well and suits to the basic requirements of an average household. Moving ahead with the products range that is available for the toddlers comprises Aircraft, Bathtoys, Beach or Sand toys, Preschool Games, Kites etc. such quality products aim at building knowledge for the toddlers in their initial years of exploring the world having fun in abundance. Adding to the variety is the range available for the boys and girls, where the products like cars, building sets, mobiles and remote control vehicles are fascinating to the boys. For girls, there is a huge collection available like accessories, dolls, doll accessories, doll-houses, sunglasses, small and colorful sewing yardsetc. The organization has thought hard over building a fulfilling market where it has also produced a considerable range of products for the grown-ups like fashion accessories, mobile phones etc. The Products of focus in the Communication Campaign

 Rattles and Pram-Beads for Infants: There is a great role of play in an infant’s life, and the same is most effective once it ensures safety to the child and the environment both. This is what the organization has always been practicing for past two decades. The newly born have changing needs according to their ability levels. Rattles are amusing instruments to play with, as the infants get attracted to anything and everything that is appealing to their senses. The auditory capacity in infants is most active during their growth. It is therefore important to locate their needs and provide them what they necessarily require. It is because the infants cannot communicate through speech that they need a receiving faculty that should welcome them. Australian Toy Association has tried whole-heartedly to touch the lives of the families who have infants and they care for the needs of the little babies. Rattles can therefore be those significant partners in their lives which may comfort the infants. The colors and the quality in which they are available surpass all quality marks. Other than just entertaining value, ATA has also taken all necessary measure for the health related matters. Pram-Beads are also one of the attractive products among the whole range of infant products, because they may come to rescue the parents with workload at home or when they are out. A baby of a few months would always want to see different amusing patterns and things around therefore, once the parent is busy in shopping or buying grocery the pram can be loaded with colorful and attractive beads; then it’s the pram’s duty to keep the infant from being irritated or bored.

• Soft Toys, Crayon Colors and Bath Toys for Toddlers: First three years of life can be seen as the most significant years in a child’s life. The overall development in a child starts to take place during this time. One the kids learn how to clearly express their visions through speech and action in the early years of life, there is a need to provide them a balanced atmosphere. The environment in which they stay is very important for their growth and intellectual development. The learning process in the toddlers is fast and thus they pick things fast irrespective of the quality to which they are exposed. The soft toys are a major attraction for the children of this age group, as using such soft stuffs they create a unique play-world for themselves. Soft toys become the object of their treatment and they become elders temporarily, who like to dictate on the soft toys, share things and communicate with the toys.Also, the toddlers have a fascination for having coloring books and colors, in which they can expressively paint a world of their own. Having them provided with these facilities is helpful in their overall development. Other than taking care of the development of their brain, ATA has also worked upon the availability of products promoting fun and entertainment, therefore the paradigm also contains a range of bathing toys for little boys and girls. The toys are waterproof and remain 100% free from toxins.

Strengths of the Organization:

ATA unlike other organizations has formed its own global market value over time; the same has acquired a one-to-one relationship with the masses as it somewhere serves each and every household in the healthiest way possible. The relationship with the consumer has been successfully formed by the organization. This is the time when an average consumer in Australia is now habitual to use the products from ATA stores, because of three quality features that are intrinsically present in each product under ATA: Reliability, Durability and Hygiene (Gronroos and Finne 2009). Also, the enterprise openly brings out the valuable measures taken before any product is available in the market, they can be seen as follows:Toy Safety

The organization has assured the parents and the grandparents about the safety of the products that they should buy. In May 2011, Paul Hodgson, GM of ATA along with O’Brien, the Victorian Commerce Affairs Minister, had directly addresses media over the product compliance issues faced by this industry in terms of safety of the products. A strong demonstration against the compliant toys was made and this had in fact created a relief zone among the consumers because they could acquire a sense of cooperation with ATA, strictly follows the standard conditions of health and hygiene with respect to all products.Besides, ATA enjoys a great relationship with consumer affairs. The organization also continues to update the safety standards, there is a fundamental characteristic and age limit related to the use of each product. For instance it is important to tell the consumers that which toy shall not be bought for the toddlers and which ones should be avoided in case of the infants. The stress has been laid down on the utilization aspect of a product(Dunn 2007). Evaluating that how ATA actually works with regard to toy safety, one gathers that the organization is not only talking about what they would be doing for the toy safety but what should be done once the product is totally at consumer’s disposal.The Value of Play

The organization has a symbolic value too, where it straight-forwardly means that a toy is to play. But, the enterprise moves beyond its very symbolic significance and promotes the advantages of playing. The value of play is not only restricted to the physical exercise of the child and amusement, but ATA reflects upon the deeper meanings attached to the concept of playing. The focus of the organization is to make a difference in the life of the consumer and the ones related to him(Gronroos and Finne 2009). The commercial aspect is only limited to the relationship between the retailer and the buyer, but the relationship that the organization has formed to build with the consumers is strongly held by commitment and trust. Even ATA has worked on the designing part of the products which should be interesting to play with and should be intellectually challenging to kids. As ATA products work for the development of the child, they decide the degree of imagination each kid has possessed in the course of the playtime.

• Active Play

The concept of Active Play is also significantly followed by ATA,where they made the consumers realize the importance of this scheme. They highlight its importance in a child life in the present time, when the times are testing and demand extra potentials when it comes to take the workload and stress of this globalized scenario. The society has experienced a radical shift from past to the present. Earlier there were more opportunities in terms of geographical space to play; now there are less school hours and also lesser playmates back home. This is a state of isolation that has given rise to one of the biggest issues around the world that is Obesity. All such constraints are reasonable enough to highlight the need of the products that are related to befriend the products that are healthy for a child. There is a range of activities that the ATA has in its product range, to help the children work-out and bid goodbye to obesity. By promoting the idea of Active Play, ATA has made a mark not only in Australian households but also in the global market (ATA 2012).

Theory based Marketing in ATA

According to the Customer Value theory of business, there are three important business processes that take place in any consumer related affair, they are:

1. Product Development Management(PDM)
2. Customer Relationship Management(CRM)
3. Supply Chain Management(SCM)

In order to understand the theory better, the figure given can be referred:

                                     (Source: www.ustudy.in, 2008)

According to the first business process, .i.e. PDM, the organization works hard to meet the needs or demands of the audience by creating and developing products in accordance. The second business process is CRM, focuses upon identifying the customers, shaping the perceptions the customers possess for an organization and its products (Riemann 2010). The last process of this theory .i.e. SCM validates the relationship between the external and internal agencies of the organization. It points towards the planning and sourcing of the products that are designed for the consumer. All these three processes are interrelated in terms of inter-relations, and are thus highly attentive to promote value in products to enhance marketing in the organization. Also, another theory is Contingency Theory, this theory is guided by the principle that an organization whose general features are in best union with the demands of the environment, would be adapted in the society in a best possible situation (Scott 2005). According to this theory, the best way to organize is to be able to reflect upon the necessity of the environment. This theory of marketing, advocates that according to the needs in a society the different products shall be made available to them in a classified manner (Hult 2011). Contingency theory definitely promotes a structured approach, which asserts an easy handling of the products when it comes to be dealt by the consumers.                                        (Source: www.audiologyonline.com, 2007)

It is therefore easily identifiable in the working of ATA, that both of the above mentioned theories are being recognized by this organization. Also, the organization has stuck to the important steps(also validated by the circular marketing process in the figure above) are necessary for the growth of any company in the private sector that is working for the public (Marketing Teacher 2012). The first step taken forward is ‘Analysis’ where the enterprise has deeply analyzed the needs of the society that is also including PDM fundamental discussed above. Next, the toy association has also worked hard to lay down their objectives clearly that what the organization propose to accomplish. Thirdly, the organization has a strong hold of the monetary resources, and therefore also raises funds for charity; these funds have helped many physically challenged kids by providing them with products like wheelchairs and the old or unused toys to be given to the kids who need them. Thus ATA has worked hard in forming high standard customer relationships. The organization also entertain membership for all who want to work with them, from anywhere around the globe to strengthen their quality and capabilities (Hult 2011).

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