Brand: THE ENTERTAINER PAKISTAN

About The Brand

The Entertainer is one of United Kingdom’s leading toy retailers. Identifying a need in the
market, The SEFAM Group decided to bring this brand to Pakistan. The franchise aims to
expand all over Pakistan and capture majority market share by offering premium products
and customer experience via in-store activities and extensive product line.

Research Statement: The purpose of our research is to identify the intended positioning of
the brand and factors that are leading to the shift from its brick and mortar to e-commerce
business structure.

Reasons for selection of brand:

 Personal contacts in The SEFAM Group

 To gain insights of toy market in Pakistan

 To identify the need in the market for a premium toy brand

 To identify The Entertainer’s brand positioning in Pakistan’s competitive toy market

 To establish the link between product pricing and positioning

 To understand the threat posed by Miniso due to its rapid expansion and increasing
share in the toy market

 To understand the potential of e-commerce in toy industry

 To link the theoretical concepts of brand extension, complementary brands and

unrelated diversification with the practical example of SEFAM as a franchisee of a
toy store

 To enjoy the process of market research with a product category that resonates with
all team members.