...Toy industries used to manufacture toys which consisted of elements which were harmful and hazardous for health. With the onset of globalisation and spread of education parents became aware about the risks associated with the toys manufactured for children consisting of harmful chemicals. To save their market image the major toy industries took this matter seriously and recalled their products. This turned into a great opportunity for toy industrialists to manufacture toys which were environment friendly as well as for safe for children. “Robert von Goeben” took full advantage of this market scenario and established Green Toys Inc. In partnership with “Laurie Hyman”. The founders of Green Toys look after the different segments of the industry. Robert von Goeben responsible for production side of the business and Hyman as a marketing expert looked after the marketing of the products and consumer retention. This essay is about the strategies implemented by the Green Toys Inc. in order to create, diversify and sustain their market share in the toy market. There are several key methods responsible for excelling in the world toy industry. However, three factors play a vital role in the success of a toy company. The most important one is to target a particular segment of society and to retain it to create a consumer base. In 2010 Mattel successfully implemented this method and was able to increase sales of its brand “Barbie” by marketing it as a fashion statement which amused...
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...2. Discuss the competitive forces that influence profitability potential in the toy industry. Potential entrants Threat of entry in toy industry is moderate. To develop, produce, and market a new toy takes large capital investment in research, development and marketing a product. Within the toy industry, there are large economies of scale, specifically in the marketing segment. Mattel has many well known brands in the marketplace such as Fisher-Price, Hot Wheels, and Barbie. To have the buyers informed, the company has to invest large capital in advertising and marketing. Without having this done to each product, these toys wouldn’t be successful as successful as they are exactly because of the popularity of these products, it is extremely difficult for new companies to compete in this industry. This advantage decreases the threat that new entrants for Mattel. ------------------------------------------------- New entrants may have problems setting up distribution channels because large, established companies already dominate them.. For instance, Mattel has set up numerous relationships with big companies such as Wal- Mart, Target and Toys R Us. ------------------------------------------------- A barrier that new entrants must surpass is the legal barrier. In the toy industrymany products are being patented. Many potential products like ones related to the movie industry, have patents that only certain companies have the rights to. For example, Mattel holds the exclusive...
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...Assessment 1 1. Critically comment on the combination of orientations in the organization’s marketing philosophy. 2. Discuss how the theory behind strategic marketing planning models can be used in the formulation of the organization’s marketing strategy. 3. Identify and critically evaluate possible opportunities for growth within the organization’s macro environment. Programme Name Master of Science in Marketing with Festival and Event Management Module and Module Number MKT11908 - Principle & Practice of Marketing Name and Matriculation Number Choi Pang Fung Oscar (40190237) Submission date 14 July 2015 (3,048 words) Content i. Study Objective P.3 ii. Bandai’s Company Background and Mission P.3 iii. Combination of Orientation in Bandai’s Marketing Philosophies P.4 iv. Strategic Marketing Models and Marketing Strategy of Bandai P.6 1. Ansoff Matrix P.6 2. BCG Matrix P.8 v. Possible Growth Opportunities within Macro Environment / Recommendation P.11 vi. Conclusion P.13 Reference P.14 Bibliography P.15 i. Study Objective This paper examines how Bandai Co., Ltd. implements a combination of Marketing and Product Orientation in its marketing philosophy. Then the formulation of their strategic marketing approaches will be assessed using Ansoff Matrix and BCG Matrix. The last section will...
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...Plan TAOF (Toys For Less) Marketing Plan ------------------------------------------------- Presented By: Group TAOF ( Md.Tariqul Islam, Ali Husnain Abbasi , Oluwapelumi Olajide, Farah Zaidi and Prabhavathi Batchalakuri) University: Devry University Keller Management School. TAOF (Toys For Less) Marketing Plan ------------------------------------------------- Presented By: Group TAOF ( Md.Tariqul Islam, Ali Husnain Abbasi , Oluwapelumi Olajide, Farah Zaidi and Prabhavathi Batchalakuri) University: Devry University Keller Management School. TABLE OF CONTENT 1.0 Executive Summary 3 2.0 Situation Analysis 4 2.1 Market Summary 5 2.2 SWOT Analysis 6 2.3 Competition 7 2.4 Product (Service) Offering 9 2.5 Keys to success 11 2.6 Critical Issue 12 3.0 Marketing Strategy 13 3.1 Mission Statement 15 3.2 Marketing Objectives 15 3.3 Financial Objectives 16 3.4 Target Markets 20 3.5 Positioning 22 3.6 Strategy 23 3.7 Marketing Mix 26 3.8 Marketing Research 27 4.0 Controls 28 4.1 Implementation 31 4.2 Marketing Organization 32 4.3 Contingency plans 33 5.0 Conclusion 34 References 34 1.0 Executive Summary In New York City, where 58% of the state’s low-income children reside, over half the children live in low-income families. Low-income parents struggle to make ends meet, thus it will be beneficial and also an investment for the parents to buy toys for their children...
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...Industrial Promotion and Technology Branch TECHNOLOGY PAPER SERIES 6/05 Technology Transfer and Trade: The Toy Industry in India UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION I N D U S T R I A L P R O M OT I O N A N D T EC H N O LO GY B R A N C H Technology Transfer and Trade: The Toy Industry in India TECHNOLOGY PAPER SERIES TPS 6/05 December 2005 UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION Vienna, 2005 UNIDO Industrial Promotion and Technology Branch Technology Paper Series TPS No. 6/2005 December 2005 Technology Transfer & Trade in Toy Industry of India Copyright © 2004 by United Nations Industrial Development Organization (UNIDO) The designati ons employed and the presentation of the material in this document do not imply the expression of any opinion whatsoever on the part of the Secretariat of the United Nations Industrial Development Organization (UNIDO) concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The responsibility for options expressed rests solely with the authors, and publication does not constitute an endorsement by UNIDO of the opinions expressed. This document has been produced without formal editing. The views expressed in this report do not necessarily reflect the views of the Secretariat of the United Nations Industrial Development Organization. Any indication of, or reference to, a country, institution...
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...Marketing Strategy 8050 Marvel Enterprises, Inc. Case Writing by Xiaodan Dong February, 2008 Marvel Enterprises, Inc. (b) Why was Marvel’s turnaround so successful? Would you characterize that success as a fluke? Or do you view it as sustainable? Why? How? Marvel’s success is not a fluke because its business model is sustainable. Marvel’s new strategy monetized the content library by licensing characters for use with media products. During an era in which mass media is very important in people’s life, only one media tool, publishing, is not strong enough to expand Marvel’s influence to consumers. Comic books can target a very limited market, mostly composed of male teenagers and young adults from 13 to 23 years old. It is very difficult to expand this traditional market. After many years of development, this market has matured and is very stable. Meanwhile, people have been more exposed to movies, televisions, and video games, which more effectively influence people’s consumption behavior than do comic books. All these media modes are able to reach more consumer segments than traditional comic-book publishing. Marvel’s potential to develop increased dramatically when its market expanded to broadcast media. Other consumer products, such as toys, worked in conjunction with media products, these two kinds of products reinforced each other. Marvel’s market expansion developed in both a comprehensive and intensive manner. Marvel emphasized long-term value in its...
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...MAN105- Principles of Marketing Final Marketing Plan December 12, 2010 Company: Sanrio Co. Ltd. I. Executive summary Hello Kitty was the name of a cartoon cat developed in 1974 by Sanrio Co. Ltd. (Sanrio), a Japanese company that sold character-branded goods in Japan and other parts of the world. Sanrio initially used the character to adorn petty merchandise like coin purses and pencil boxes targeted at small girls. However, after Hello Kitty became hugely popular, Sanrio extended the brand to a variety of other products. Sanrio Company, Ltd., based in Tokyo and with distribution throughout Japan and Southeast Asia, the Americas and Europe. In the Americas today, over 4,000 stores to sell Sanrio character merchandise. This includes Sanrio boutique stores Sanrio merchandise has many different kinds of categories including stationery, school supplies, bags, accessories, room décor, candy, and plush characters. The global toys and games market grew by 2.7% in 2008 to reach a value of $60.8 billion. In 2013, the global toys and games market is forecast to have a value of $69.1 billion, an increase of 13.7% since 2008. Sanrio’s marketing strategy is to raise the sale revenues in the increasing market condition as well as to maintain our loyal customers and attract more male customers; Sanrio will create different kinds of images of products to fit into different range of age, and repackage the old neutral characters such as Badtz-Maru (a male penguin), Keroppi(a frog), Shinkansen...
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...Industry Analysis The wooden toy industry is comprised of small businesses that predominantly sell on Etsy. The 2016 toy trends show that both educational and wooded toys are up and the trend is expected to continue. Consumers want toys to not only be a distraction for kids but we educational as well. Competitor Analysis Mama May I has been open longer than competitors in the industry and they also lead with 5-star customer reviews in comparison to competitors on Etsy. Some competitors have even copied some of the product ideas and marketing created by Mama May I. There are a few competitors with similar products that cost less, but they are of lesser quality and don’t have a comparable brand reputation. Company Analysis Jessica Perkins...
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... 2.2 Industry 4 2.3 Market 6 3. Business Model 7 3.1 Customer Segments 7 3.2 Value proposition 7 3.3 Channels 8 3.4 Customer Relationships 9 3.5 Key Resources 9 3.6 Key Activities 9 3.8 Revenue Stream 10 4. Plan 11 4.1 Marketing Plan 11 4.2 Operations Plan 12 4.3 Financial Plan 14 4.4 Risk Management Plan 16 5. Organization Structure 17 5.1 Top Management Team 17 5.2 Key Personal 17 6. Proposal 17 6.1 The ‘Ask’ 17 6.2 The ‘Offer’ 18 1.1 Company KidzCraft is a Kids Entertainment Company which provides a solution for kids belonging to the middle and lower section of the society to play and learn at an affordable price. KidzCraft also runs a chain of Day Care Centers which provides a solution for the working parents and increases the interactivity among children from a very tender age which improves their overall personality. 1.2 Product KidzCraft has a range of products and services for children 1. Toy Retail. 2. Toy Rentals. 3. Day Care Centers. 4. Kids Entertainment. 5. Events for Kids for their overall development. 2.1 PEST Analysis 1. Political The Political situation in India has so far been very good for new industries. It has further provided many subsidies for new industries further in certain states like Gujarat are inviting new players to enter their state. 2. Economic The Indian toy industry has shown a double digit growth rate for almost a decade, as the population is increasing the demand for toy is also...
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...Manufacturing Unit 5 : Uttar Pradesh Manufacturing Unit 6: Uttar Pradesh Manufacturing Unit 7: Uttar Pradesh Manufacturing Unit 8: Uttar Pradesh Manufacturing Unit 9: Delhi Manufacturing Unit 10: Delhi Manufacturing Unit 11: Uttar Pradesh Manufacturing Unit 12: Delhi Manufacturing Unit 13: West Bengal Manufacturing Unit 14: West Bengal Manufacturing Unit 15: Karnataka Summary of Industry Requirements Study Team 1 2-10 11-13 14-16 17-18 19-20 21-24 24-27 28-30 31-32 33-34 35-38 39 40-41 42-43 44-45 46-48 49 Case Study Report Productivity and Competitiveness of Indian Toy Manufacturing Sector Diagnostic Case Studies Introduction This report contains diagnostic case studies of fifteen toy manufacturing units selected from seven different toy product categories. The study focuses on unit specific problems related to production, raw material availability, marketing, finance, productivity, export performance etc. These case studies also throw light on other aspects of the working of these units such as product range, market scenario, taxation structure etc. Though the manufacturing units produce a wide range of toy products, for the study purposes the units have been broadly grouped under seven major product categories. Number of manufacturing units taken up for detailed case study based on the seven major product categories are given below. Product categories and the manufacturing units studied: S. No Product category Manufacturing units 1. Manufacturing Unit 2. Manufacturing Unit...
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...G.I. Joe has been a brand in the market for toys since its launch in 1964 with $3 billion in sales over the last 20 years, with 16% of the market share. Despite the brands success the GI Joe is positioned as a physical product, as appose to an all-encompassing brand and the toy market has volatile sales depending upon trends created by consumer demand. Hasbro is now challenged to take the G.I. Joe brand to the next level and market it in such a way that will allow the brand continues to thrive while preserving the brands legacy. One major issue facing G.I. Joe besides their competitor Barbie (Mattel) is that the industry has changed drastically in the last decade. The target customer for G.I. Joe is a shrinking market due to technologically savvy youths who prefer playing electronic games as opposed to playing with action figures. In addition, lifecycles within the industry are also getting weak, with 70% of sales belonging to toys released within the last 3 to 4 years. Manufacturers have also adopted a more short-term goal oriented strategy based on the creation of the “instant gratification” attitude among their target market. Retailers have joined manufacturers in shifting their strategies to focus on multipurpose department stores as the primary location to purchase toys, with the top five players comprising 75% of sales of toys in 2003. This has a major effect on one of Hasbro’s core strengths (see appendix) a unique relationship with retailers which is a key asset to...
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...Running Head: Marketing The Rubric’s Cube Marketing The Rubik’s Cube Teresa M. Taylor Principals of Marketing Business 330 Instructor, Garlyn Lewis November 26, 2014 Running Head: Marketing The Rubrik’s Cube Marketing across cultures around the world is increasingly becoming a thriving business with the fast-speed globalization nowadays. The Four ‘Ps’ of marketing, namely product, price, place and promotion, include most of the elements of marketing decision-making. However, socio-cultural factors, in considering the combination of marketing strategies, will always run through them. Socio-cultural factors have a huge influence in people's concept of product and buying behavior. Lack of cultural awareness not only can lead to a decrease of product sales, but can even collapses the company’s whole international image. In this sense, understanding cultural differences plays an incredibly significant role in process of developing marketing strategies. The partnership should be cohesive and be aligned with one another’s future endeavors and goals. Demographics, psychographics, and data from general areas in a given target market are beneficial information that is useful in developing marketing strategies. It assists with the marketing decisions that are results of the four P’s. When deciding if a company should expand business into a global market, it is important to conduct market research. Global market research gathers and collects data and information and identifies...
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...Beyersdorfer (2013) suggested in 2004, the market size of the toy industry is worth $61% billion in the wholesales revenue, with a steady growth of 4% per year in the retail market for toys. Thousands of toymakers flourish the market to serve global demand while keeping track of the 3 new trends in the industry which are toys demand rise while product life cycles decline, children has less time to play, and lastly increase demand of technology integration in physical toy or online worlds. Changes in conduct of competitors have change as witnessed by manufacturing in Asia, entering diverse retail channels and engaging in heavy marketing efforts. Therefore, we recommends LEGO Group to first, bring back LEGO DUPLO concepts and offer to unexplored market by establish strategic partnerships. Second, increase investment in R&D of new product designs and innovations. Third, adopt internal supply chain monitoring system and LEGO retailers’ system integrator. As external analysis has suggested increase of retail competition sector in the toy industry and this will have effect on LEGO Group because internal analysis shows that firms have high operational costs and as a result the firm is making no profit. By implementing these recommendations LEGO Group will achieve lower operational cost, establish sustained competitive advantages which will led to higher market shares and customer satisfaction. ANALYSIS The nature of the toy industry as analyzed by adopting the Porter (2008) Five Forces framework...
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...Relevant Facts Toys “R” Us first told the public about their decision to enter the Japanese toy market in 1989. A lot of critics worried that Toys “R” Us would not be successful in this new and foreign market. They raised several issues that they believed proved the Japanese market was not ready for the marketing and retailing strategy that Toys “R” Us offered. They stated that the Japanese culture and beliefs were too different from that of the United States and Europe for Toys “R” Us to be successful. Toys “R” Us incorporates a “category killer” strategy (Johansson 181). In this marketing strategy they use mass advertising in order to make brand recognition, which in turn helps consumers remember and want to shop at their store. They also discount some of the popular items at certain times which give the consumer the impression that everything at their store is inexpensive or discounted. Some critics said that this strategy would clash with the Japanese consumers, since Toys “R” Us competes on price and the Japanese culture links quality with price. Another concern was that Toys “R” Us Japan would not be able to get ample permission and space to build their large toy stores. Toys “R” Us has a policy that none of their stores can be less than 3,000 square feet. This is a problem when entering the Japanese market because they have laws against big stores and land is so expensive. Also some Japanese toy manufacturers said that they would not sell directly to Toys “R” Us, but...
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...Grigor Minev, John Manunza Table of content Cover Title Page 1 Executive summary Preface Table of content 2 1. Introduction 2. Product 3 3. The Team 5 4. The environment 6 4.1 Macro environment analysis 6 4.2 Market determination 8 4.3 Competition analysis 8 4.4 Supplier analysis 10 4.5 SWOT-Overview - Key issue matrix 10 5. Marketing strategy and marketing mix 12 5.1 Marketing strategy 12 5.2 Market potential 12 5.3 Marketing Mix 13 2 Product After some years in declining of the toys purchasing in the Netherlands, there is a trend from the last year, which will continue this also, of increasing the number of purchases this year. As the economy is recovering from the financial crisis people are able to spend more for toys. So the toys industry has positive expectations for the future. EduPlay solves one very big problem of its competitors’ games. The other board games have only several questions in their box. When somebody plays the game many times he will learn the questions by heart and there is no point to play the game anymore because it becomes boring. The innovation of EduPlay is that there are online questions updates every month so you can change your questions and learn new things with them every month. In...
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