Marketing Plan for Popmart Sleeping Panda in Malaysia
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Added on  2023/01/12
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This report discusses the marketing plan, SWOT analysis, and Porter's Five Forces for launching Popmart Sleeping Panda into the Malaysian market. It also includes the company's marketing objectives, brand positioning, and product proposition.
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Table of Contents INTRODUCTION...........................................................................................................................1 Marketing Plan to launch Popmart “ Sleeping panda” into Malaysia.............................................1 SWOT and Porter's Five Forces......................................................................................................1 Company's marketing objectives and goals for B2B or B2C markets in Malaysia........................2 Brand positioning PODs and POPs.................................................................................................3 Product proposition with elaboration on key benefits....................................................................3 CONCLUSION...............................................................................................................................3 REFERENCES...............................................................................................................................4
INTRODUCTION Marketing is defined as a process through which and organisation attract customers towards products and services. With the help of marketing process company aim towards earning significant profitability while ensuring long term sustainability of customers. Present report has been conducted on Popmart. Entity offer their services in Toy market. It has been evaluated that companyofferhighqualityproductstoconsumersinordertoensurehighcompetitive advancements. In this report formative discussions has been made on marketing plan, Swot analysis and poter's five force model. In addition to this, report include product benefit of company along with its brand positioning. Marketing Plan to launch Popmart “ Sleeping panda” into Malaysia In order launch product in Malaysia, Present company is taking advantage of marketing plan which is being defined below: Identification of Target Audiences: Company have targeted customers of the age group of 16-28. This identification is being done after taking advantage of interview with sales and research team as to identify interest of targeted audience. Build Media: In order to provide message and information related to new product to customers Popmart have determine selected media outlets, reporters and industry influencers. In addition to this, company have collaborated with social media influencers to attract attention of customers. Financial Sources: To conduct marketing and promotional activities company have analysed different types of financial sources like financial institutions and banks. SWOT and Porter's Five Forces STRENGTHWEAKNESSES Companyoffertheirproductby consideringsafetyofcustomersas entity mainly offer toys to children. Popmartofferlowestpriceproducts Weakinventorymanagementof company acts as major weakness for entity. Popmart spend high cost in R&D and 1
with good quality.high distribution cost per product. OPPORUNITIESTHREATS ď‚·Companycanexpandtheirbusiness services in those countries where their business are still untouched. ď‚·Entityisfacingthreatfromstrong competitors. ď‚·Due to highly seasonal and changing market act as major threat for company profitability. Threat of New Entrants: High It has been analysed that, economies of scale is high in toys industry. This makes new entrants to engage into costlier production. In addition to this, this has been identified that government policies are relatively high in this industry as, in this organisations required to follow strict legal requirements and well as licensing before starting selling. Bargaining Power of Suppliers: Low It has been identified that supplier have less control in toy industry this make them to have less control over prices. Thus, popmart by taking advantage of this factor can ensure significant advantage in best effective manner. Bargaining Power of Buyers: Low This has been evaluated that, there is less suppliers in toys industry in United Kingdom. Thismakeslessbargainingpowerofbuyersaweakerforceinrespectiveindustry.By undertaking advantage of this factor entity can significantly gain advantage and can further increase their profitability and productivity in a well defined manner. Threat of Substitute Products-Low In toy industry there is few substitutes prevailing that makes few substitutes in present market. This indicates that Popmart by taking advantage of this factor can significantly maximise their profit earning capacity. Company's marketing objectives and goals for B2B or B2C markets in Malaysia Main objective of company is to attract attention of targeted group of customers in a best effective manner. In addition to this, Popmart is looking forward to gain 5.5% of growth rate 2
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after launch of their product in marketplace of Malaysia. In addition to this, this has been evaluated that it is essential for company to maintain their marketing momentum after launching their product in marketplace as it ensure their success and sustained sales growth. For this company have collaborated with B2B and B2C organisations as well as technology start ups as to gain more competitive edge. Brand positioning PODs and POPs There are certain aspects of products that are relatively distinct to its competitors. “ Sleeping panda” new product of company is made up of natural and biodegradable materials. In addition to this, company is mainly concerned towards safety of toys. Along with this, Popmart in their new product avoid sharp edge. While in terms with, POP- points-of-parity company offer same durability of their new product that are mainly same as other existing competitors. Product proposition with elaboration on key benefits New product of company “ Sleeping panda” is made up by undertaking advantage of different factors. In this company effectively ensure that they avoid any form of plastic material for this they have taken use of biodegradable materials in order to offer eco-friendly product to customers. In addition to this, Popmart also make sure that paint that are being used by entity for their new product is not made up of harmful chemicals. By considering all these factors into consideration entity aim towards providing different types of benefits to customers while ensuring high success of their product launch. CONCLUSION As per the above mentioned report it has been concluded that, in order to launch product successfully in marketplace it is essential for an organisation to take advantage of different types of marketing strategies and measures. In addition to this,with the help of SWOT analysis organisation can identify their strength, weaknesses, threat and opportunities and can further take advantage of opportunities as to increase organisational growth. In addition to this, report include porter's five force model that will aid entity to ensure its long term sustainability and profitability in marketplace. 3
REFERENCES Books and Journals Cooper, R.G., 2019. The drivers of success in new-product development.Industrial Marketing Management,76, pp.36-47. Hu, K., Acimovic, J., Erize, F., Thomas, D.J. and Van Mieghem, J.A., 2019. Forecasting New Product Life Cycle Curves: Practical Approach and Empirical Analysis: Finalist–2017 M&SOM Practice-Based Research Competition.Manufacturing & Service Operations Management.21(1).pp.66-85. Sihvonen, A. and Pajunen, K., 2019. Causal complexity of new product development processes: a mechanism-based approach.Innovation,21(2), pp.253-273. Baum, D., Spann, M., Füller, J. and Thürridl, C., 2019. The impact of social media campaigns onthesuccessofnewproductintroductions.JournalofRetailingandConsumer Services.50.pp.289-297. Gruner, R.L., Vomberg, A., Homburg, C. and Lukas, B.A., 2019. Supporting new product launches with social media communication and online advertising: sales volume and profit implications.Journal of Product Innovation Management,36(2), pp.172-195. Arunachalam, S., Bahadir, S.C., Bharadwaj, S.G. and Guesalaga, R., 2019. New product introductions for low-income consumers in emerging markets.Journal of the Academy of Marketing Science.pp.1-27. Duhoo, E. and Vasseur, C., 2019. New product launch: How startups meet the environmental challenges during product launch. Jenkins, M.T., Craighead, C.W., Holcomb, M.C., Munyon, T.P., Ketchen Jr, D.J. and Eckerd, S., 2019. Emerging Market Footholds and Knowledge: An Examination of New Product Launch Performance.Journal of Business Logistics. Poropat, A., 2019.A new product launch according to Digital Marketing techniques: AOS a French startup Case study(Bachelor's thesis, Università Ca'Foscari Venezia). Rooderkerk,R.P.andGallino,S.,2019.Newproductdevelopmentinanomnichannel world.Available at SSRN 3399214. Kumar, V., Sarkar, B., Sharma, A.N. and Mittal, M., 2019. New product launching with pricing, freereplacement,rework,andwarrantypoliciesviageneticalgorithmic approach.International Journal of Computational Intelligence Systems.12(2). pp.519-529. 4