The Marketing Campaign for Kennedy's Toys
1.1 In this part of my marketing coursework I will be looking at and
investigating how to run a successful and profitable toy store in
Harrow Town Centre. The main aim of my business will be to provide a
reliable and useful toy store; as well the fact that I am in the
private sector means my main aim will be to make a profit. In order
for my business to be successful I will be looking at the 4 P's. The 4
P's also known as the marketing mix are Product, Price, Place, and
Promotion. The Product is what the company or individual is selling.
The Price is how much the company or individual will be selling their
product or products for. The Place will be where the business is going
to be based and the promotion is how the business is going to be
advertised.
1.2 FirstlyI will be looking at the location of my business. I have
decided to locate my business in Harrow as there are a lot of shoppers
in the area. As well as this there is no toy store in Harrow that
provides lots of different types of toys and games. When deciding on
the location of my business I looked at Harrow and Ealing. Ealing is a
lot larger than Harrow but in Ealing there are several toy shops so my
business would not get publicity and would not attract attention.
Therefore I decided Harrow was the better choice for locating my shop.
In Harrow lots of different types of people shop there. Some days you
will see a lot of young shoppers, other days you will see a lot of
adult shoppers. This is very good for my business as there would be a
lot of different aged people visiting my shop. I may have taken a
slight risk locating my business in a smaller area but hopefully it
will be more beneficial.
1.3 Next I will be looking at the market segmentation for my business.
Market segmentation is when the market is broken down into smaller
. G. Toys is a leading supplier of high quality dolls that are manufactured in two plants within Illinois, one in Chicago, one in Springfield. These dolls are sold in retailors throughout the United States and have an established, loyal customer base due to their high quality and popularity (Campbell & Kulp, 2004). In the last few years, due to rising production costs, their most popular doll, Geoffrey, has seen a decrease in profit margin. In this evaluation we plan to address G.G. Toys existing cost system and offer recommendations on whether management should change the costing system in both the Chicago and Springfield plant. We will calculate the costs of the Geoffrey doll, the specialty branded doll #106 and the cradles using the cost
The hard edge bricks that fundamentally built the popular toy industry were created by a Danish master carpenter form Denmark. Ole Kirk Kristiansen purchased a workshop in the small town of Billund and began to build houses and furniture. When the Great Depression started becoming an intimidating force to close his workshop permanently, he reached for his real passion creating toys for kids in 1932. The time was even harder in 1934 for Kristiansen, combating the loss of his wife and raising 4 young boys and founding LEGO. While it is true Ole Kirk was not the first to create these plastic bricks, he was the first man to introduce the “Automatic Binding Bricks” and they were altered off a British inventor who created a comparable product called the “Kiddicraft brick”. The role Ole Kirk Kristiansen played in the evolution of popular toys is ingenious. His invention is still admired by young to old people all over the world today. Ole Kirk’s impact can be unstated through the candy colored bricks he produced, his significance as a pop culture icon, and lasting presence of his legacy of LEGO in today’s society.
Without commercials, television networks would not possess the financial resources necessary to broadcast programs to the diverse audience of modern-day society. Although intended to drive sales and revenue by attracting customers, select television commercials have been unsuccessful in executing such; unfortunately, the East Hills Mall of St. Joseph, Missouri, serves as an impeccable example. Following a stagnant summer season, and as an attempt to recover from diminishing sales, a local commercial was aired to the metro-Kansas City area with the intent to showcase the mall as the ideal back-to-school shopping location (Barness). However, the advertising campaign for the East Hills Mall received tremendous amounts of negative feedback, resulting in national recognition and cessation of the campaign (Maskeroni). Responsible for the shopping mall, MD Management released several reports following the fiscal year, citing the horrendous campaign
Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity Miller writes, “We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular service. More subtly, they influence us by appealing to our desires or exploiting our emotions.” The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.
The Levi Strauss 501 advertising campaign was so successful in 1984-1990 as it attracted the typical American teens selling independence, sexuality and physical good looks, representing the perfect figure and body. It illustrated a complete lifestyle to the teenagers world. Admiring the fantasy of idols James Dean and Marlon Brando, all connecting to the Levi guys (jeans) in the adverts, giving the impression of a sensual, healthy radiant aspect, to the gazed audience. Falling for the act, teens still continued to buy the different types of jeans, whilst new ideas were being designed. People realise now it was just a pretence illusion. Although these shams still occur in adverts today.
In a recent five-year study researchers have found that the “4 P’s” undercut the B2B marketers. The author states, “The “4 P’s” causes the marketing team to stress about product technology and quality even though these are no longer differentiators but are simply the cost of entry. It underemphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving.”. This new method is more customer focused because if they have a good overall experience with your company, it is more likely they stay with your company (Ettenson, Conrado, & Knowles,
"If advertising is not an official or state art, it is nonetheless clearly art" (Schudson). This wonderful quote clearly describes the type of advertising found in Newtype USA. The three most used techniques by advertisers in this magazine is the use of minimalist art, color, and beautiful scenery. All of these techniques appeal to an artist, and most people who watch anime tend to draw in their spare time. This makes sense considering all of the products they have in Newtype are all Japanese animation (anime). While looking through this magazine I found that every single advertisement was beautiful. Anybody that draws can appreciate the beauty of animation and in the end the quality of the graphics portrayed in the ad plays a big part in whether or not a person will purchase it. This being said, it makes it easy to understand why they use these techniques to advertise.
The socialization of children is greatly affected by the toys they are exposed to while growing up. Looking through magazines and walking down the aisles of toy stores it is clear that toy companies are supportive of cultural gender roles biases. Toys designed for girls are commonly found in pink boxes; typically these toys involve housework or taking care of children, for example, dolls and easy bake ovens. On the other hand, “boy” toys are found in blue and black boxes, and a lot of them involve construction and cars.
Any agency that uses children for marketing schemes spend hundreds of billions dollars each year world wide persuading and manipulating consumer’s lifestyles that lead to overindulgence and squandering. Three articles uncover a social problem that advertising companies need to report about. In his research piece “Kid Kustomers” Eric Schlosser considers the reasons for the number of parents that allow their children to consume such harmful foods such as ‘McDonalds’. McDonalds is food that is meant to be fast and not meant to be a regular diet. Advertising exploits children’s needs for the wealth of their enterprise, creating false solutions, covering facts about their food and deceiving children’s insecurities. It contains dissatisfaction that leads to over consumption. Children are particularly vulnerable to this sort of manipulation, American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statics on consumers in the food industries. The relationship that encourages young children to adapt towards food marketing schemes, make them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising incurs young children that are attracted too certain objects or products on the market.
Throughout their commercials, 4-H commonly uses current statistics and logical data (logos) in order to try and entice new members to join their organization. More specifically they will use the data of their past and current achievements in order to further increase their membership numbers. In one of their commercials they claim to be and organization of approximately “7 million youth,” from ages 5 to 18, joining over “60 million alumni” (Youth Solution). That is a lot of members. They also boast that they are recognized and supported by “100+ land grant universities” with a footprint of “nearly 16 thousand clubs over the US” (Oregon 4-H Foundation). However, their most used statistic is that they are an organization “with a 100-year history
During John F. Kennedy’s political campaign, there were many issues present that the candidate had to address: there was tension due to the communist threat, tension among American citizens due to the Civil Rights movement, and a recent recession that was very sluggish in recovering. Relating to these issues President Kennedy’s slogan was “getting America moving again”; these topics are addressed in a fast and effective manner in his minute-long television ad that was endorsed by the group: Citizens for Kennedy-Johnson. This ad was the best way to reinforce President Kennedy’s stance on the emergence of a new frontier. He was able to depict himself as a man of change and new beginnings due to his fresh perspective and young age which was a
Since I was a little girl, my mother always made it clear that a husband was unobtainable if a woman could not properly tend to his needs. I learned how to cook, how to clean, how to do laundry, and I even learned how to take care of my younger siblings all because, according to my mother, these responsibilities were a woman’s duty; it was her job. For centuries, this has been the mindset of every woman, which has been passed down from generation to generation. A stereotype that has influenced a culture and defined a human being. In this 1930’s Kellogg’s PEP Cereal advertisement we witness yet another stereotype defining women into this sexist housewife persona. Through the use of clothing and appearance, text and audience the ad conveys a
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
poor marketing. A firm has to get the 4P's right to make it easy to
Charles & Keith, a well-recognized women’s footwear brand was established in 1996 in Singapore Amara shopping centre by the two young brothers, Charles Wong and Keith Wong. The company began its foreign market venture in 2000. To date, Charles and Keith has a presence in more than 20 major cities around the world. The brand are well-known internationally today with the vision “to be the most admired fashion-forward company” and the mission “to offer high quality products and services, with a commitment to perfection” in mind all the time (Charles & Keith, 2013).