Popmart's Marketing Strategy Report: Malaysia Launch of Sleeping Panda

This report details Popmart's marketing plan for launching the "Sleeping Panda" product in Malaysia. It begins with an introduction to marketing and its significance for organizational success, particularly emphasizing profitability and customer sustainability. The report outlines the marketing plan, including target audience identification (16-28 age group), media strategies utilizing social media influencers and selected media outlets, and financial sources. A SWOT analysis highlights Popmart's strengths (product safety and competitive pricing) and weaknesses (inventory management, high R&D and distribution costs), as well as opportunities for international expansion and threats from competitors and market seasonality. The report also assesses the competitive landscape using Porter's Five Forces, analyzing the threat of new entrants, bargaining power of suppliers and buyers, and the threat of substitute products. The marketing objectives focus on attracting the target audience and achieving a 5.5% growth rate post-launch. The conclusion stresses the importance of comprehensive marketing strategies for successful product launches, referencing relevant academic literature. This report provides a comprehensive overview of Popmart's marketing approach for the Malaysian market.

Project

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.

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:
 Build Media:
 Financial Sources:
 Threat of New Entrants: High
 Bargaining Power of Suppliers: Low
 Bargaining Power of Buyers: Low
 Threat of Substitute Products-Low

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
STRENGTH WEAKNESSES
 Company offer their product by
considering safety of customers as entity
mainly offer toys to children.
 Popmart offer lowest price products with
good quality.
 Weak inventory management of company
acts as major weakness for entity.
 Popmart spend high cost in R&D and 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.

Porter's Five Forces
 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.
 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.

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 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.
 Threat of Substitute Products-Low
 In toy industry there is few substitutes prevailing that makes few
substitutes in present market.

Company's marketing objectives and goals for
B2B or B2C markets
 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 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.

Conclusion
 As per the above mentioned PPT 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.

References
 Baum, D., Spann, M., Füller, J. and Thürridl, C., 2019. The impact of
social media campaigns on the success of new product
introductions. Journal of Retailing and Consumer 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.