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Essay / Research Paper Abstract
This 10-page paper discusses Sanrio Company Ltd. and its creation, Hello Kitty. Bibliography lists 7 sources.
Page Count:
10 pages (~225 words per page)
File: AS43_MThellokit.rtf
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Unformatted sample text from the term paper:
the fictional character has been around since the mid-1970s, when she first made her appearance on coin purses in Japan. The character, with its winsome charm and cuddly appearance has
attracted publicity, both positive and negative, though Hello Kitty seems to fit in well with the goals of its manufacturer, Sanrio Company Ltd. of Tokyo, Japan. Hello Kitty, which started
out as a kids toy, has also become an adult phenomenon. These days, the cat has netted more than $1 billion (USD) for its parent company (Varley, 2009). The toys
proposition of "small gift, big smile" has managed to net the company some pretty big revenues as well (Varley, 2009). One examining
the message of the companys president and CEO Shintaro Tsuji on the companys website can see the background from which Hello Kitty comes. The characters developed by this company "delight,
they express peoples sentiments, they foster friendships, they put smiles on faces" (Tsuji). The companys leader also notes that the business focuses on the "spiritual side of things," and will
continue developing products that will entertain, "add fun and fullness to everyday life" and to help bring people together (Tsuji). But
behind this flowery and somewhat benign outlook, and behind the sweetness and cuteness of "Hello Kitty" is a well-thought-out, somewhat aggressive business plan, including a well-structured integrated marketing plan.
In this paper, well look behind the sweet face of "Hello Kitty" and decipher the business plans that drive this particular franchise.
An Overview of Sanrio As we could have guessed from Chairman Tsujis website message, Sanrios goal, and objective, is to manufacture,
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