Popmart's Marketing Plan: Launching Sleeping Panda in Malaysia

This report presents a marketing plan for Popmart's launch of the "Sleeping Panda" toy in Malaysia. It begins with an introduction to marketing and Popmart's market position. The plan includes identification of target audiences (16-28 age group), media strategies (social media influencers), and financial considerations. A SWOT analysis reveals strengths (quality, low price), weaknesses (inventory management, high costs), opportunities (business expansion), and threats (competition, market changes). Porter's Five Forces analysis assesses the toy industry's competitive landscape, with low bargaining power for suppliers and buyers. The marketing objectives include attracting the target customer group and achieving a 5.5% growth rate. Brand positioning focuses on the product's natural and biodegradable materials, safety, and lack of sharp edges, while POPs highlight product durability. The report concludes by emphasizing the importance of marketing strategies and SWOT analysis for successful product launches and organizational growth, referencing relevant academic sources.

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
company offer high quality products to consumers in order to ensure high competitive
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
STRENGTH WEAKNESSES
 Company offer their product by
considering safety of customers as
entity mainly offer toys to children.
 Popmart offer lowest price products
 Weak inventory management of
company acts as major weakness for
entity.
 Popmart spend high cost in R&D and
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with good quality. high distribution cost per product.
OPPORUNITIES THREATS
 Company can expand their business
services in those countries where their
business are still untouched.
 Entity is facing threat from strong
competitors.
 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.
This makes less bargaining power of buyers a weaker force in respective industry. 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
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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.
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