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Proposal Report –
Toys “R” Us
By
Roarke Lahene
24/07/07
Table of Contents
Rebranding Proposal Report – Toys “R” Us..................................................................1
By ..................................................................................................................................1
Roarke Lahene................................................................................................................1
24/07/07..........................................................................................................................1
Table of Contents............................................................................................................2
Executive Summary.......................................................................................................3
This report is a proposal for the rebranding of Toys “R” Us (TRU). It outlines specific
sections of the rebranding and how the company will benefit from it . These are
summarised in the following:.........................................................................................3
Purposes/Objectives.......................................................................................................3
Audiences.......................................................................................................................3
Deliverables/ Benefits....................................................................................................3
Project Scope..................................................................................................................3
Timeline..........................................................................................................................3
Introduction....................................................................................................................4
1.Purpose /Objectives.....................................................................................................4
2.1 Purpose of Rebranding.....................................................................................4
2.2 Objectives of Rebranding................................................................................4
2.Audiences....................................................................................................................5
3.Deliverables/Benefits..................................................................................................5
4.Project Scope...............................................................................................................5
5.Timeline.......................................................................................................................6
6.Conclusion...................................................................................................................6
7.References...................................................................................................................6
• Purposes/Objectives
• Audiences
• Deliverables/ Benefits
• Project Scope
• Timeline
1.2 It is essential for companies to change with the times and Toys “R”
Us will find it is left behind if it doesn’t decide to rebrand.
1. Purpose /Objectives
2.1 Purpose of Rebranding
2.1.1 Rebranding can do wonders for a company if it is done properly
in essence brands are the key to a company's long-term survival and
market leadership. The purpose of rebranding a company is to offer a
means of generating sustained growth and this can also assist a
company to resist or bounce back from competitor attack.
2.2.2 I believe that Toys “R” Us has the market; people are already
aware of what Toys “R” Us has to offer in the way of toys. But,
knowledge needs to be given to customers regarding the Baby’s “R” Us
and “R” Zone Sections of the store. This is where rebranding comes in,
this is allow customers to be aware of the stock Toys “R” Us has in the
way of baby products, video games/consoles, electronics.
2.2.3 Therefore the objectives Toys “R” Us would want to achieve from
rebranding are the following:
3. Deliverables/Benefits
4.1 There are many benefits with rebranding and these will be looked at
in this section. Discussed briefly in the Introduction, the benefits of
rebranding are numerous and all positive. Some of these benefits
include:
4. Project Scope
5.1 This section helps to analyse the actual execution and
effectiveness of the project.
5.2 From looking at the work expected, it seems that the project is
a broad one. It does require some deep analysis of the company
(Toys “R” Us) and how it will be affected by the rebranding
6. Conclusion
7.1 It can be seen from this report, the tasks required to complete the
project. As well as what is to be expected from the task of rebranding.
Therefore this report should have given some insight into what
rebranding is and how it can help Toys “R” Us.
7. References
Reference One:
www.toysrus.com.au
Toys “R” Us Website
Reference Two:
http://en.wikipedia.org/wiki/Rebranding
Wikipedia Article on Rebranding
Reference Three:
http://www.mediatoolbox.co.za/pebble.asp?p=40&relid=3038
Brands and Branding – Why re-brand