Media for Marketing and Advertising
This report is a presentation of a media plan devised by a media consultancy to launch a new toy in the UK from China. It will also focus on settling realistic media objectives and implementing those media objectives to successfully launch the toy range in the UK…
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The report includes a comprehensive SWOT analysis including charts and relevant diagrams. Also, this paper exhaustively examines the target market and their needs as well as any possible stumbling blocks that the company may encounter when dealing with this particular niche. In addition it conclusively discusses the marketing mix that is the product, the place, promotion and the price of the toy in the UK market. Company’s Overview
Hangzhou Kebo factory limited was established in the year 2004 with the main aim of developing and producing better quality toys professionally as explained by Hangzhou Kebo Toy Factory INC. Their toys are aimed at promoting creativity in children and have a high education value. Since then the company has spread its wings to countries outside Asia to as far as Europe.
As a matter of fact, the company claims to export up to 80% of what they manufacture. Their biggest importers are the United States of America, Australia, Japan, West Europe and Korea where they have managed to attain a significant market share in these particular countries. The company takes pride in the quality as well as creativity of their products not to mention their expanding popularity. Hangzhou Kebo factory limited boasts of producing many major products including; educational toys, plastic toys, wooden toys and promotional gifts. Toys exported from China The graph above shows the value of toys exported from China. ...
The products are designed to assist children to learn about different colours and shapes as well as helping them develop their capability for logical thinking and keen observation. Additionally, their toys can help children learn scientific concepts and this helps to develop their creativity, flexibility, self- confidence and intelligence in their early years. Versatile products Not only can their products be used for games, they can also be used as teaching aides. This ensures that their users get to enjoy both sides of the coin without a hassle. This is both convenient and helps to save time. It also ensures that learning is fun and acts as a measure to avert boredom. Brand reputation Their products have reported high sales and have been well received by customers globally. The company has worked with some of the renowned games and toys producers including Wonderland in Thailand and HABA in Germany (Trader China 2011). The company has secured a considerable market share not only in Asia but also in the Middle- East, U. S. and Europe. Weaknesses The company faces a major challenge as it will be introducing a new brand in the market not just a new product (Alibaba.com 2011). Acquiring new customers will most likely prove to be difficult as the target market already has a brand of their choice (Brassington and Petit 2003). Therefore, it will take a lot of advertising and marketing to sway the customers to take up this new brand as the brand of their choice. The product’s characteristics do not differentiate as much from other existing products in the market. As such the company’s products, that is, the toys they manufacture may not be that different from those already in circulation (Trader China 2011). This will result in the company’s loss if
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