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Essay / Research Paper Abstract
This 4 page paper looks at Sanrio, manufacturer of Hello Kitty merchandise, and compares their positioning with competitors Hasbro and Mattel and the way that the company communicates. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEsanrio.rtf
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Unformatted sample text from the term paper:
accessory products the firm also has interests in media and publishing. In terms of positioning the products and marketing of the company needs to be considered. The toy manufacture and
sales specialises in a range of character items, the first of these is the well known Hello Kitty which was first developing in 1974 and hit the market in 1975.
There are a large range of other characters that have been developed and are used in the product that are designed, marketed and sold, including, but not limited to My
Melody, The Little Twin Stars, Tuxedo, and Bastz-Maru (Sanrio, 2009). The goods that are sold all feature one of these characters, in many product categories, such as bags, clothing,
jewellery, home wares, goods for the school and office, soft toys and outdoor toys. This may be seen in line with many other firms that undertake merchandising, but looking at
the positioning this is in line with Porters competitive advantage of differentiation (Mintzberg et al, 2008), through the characters that are unique to the firm (Sanrio, 2009). The
positioning is interesting as many of the goods reflect a mechanising style, but the appeal is not limited to only children of a specific group, for example, the stationary items
are referred to as school and office items. This reflect the broad appeal that many animations have to the general market, especially in China, where there is a long history
of anime that is targeting adults as well as children. The goods that have the characters on range of skate board to plush toys and shoes for toddlers. This is
a very board appeal across different demographics. Comparing Sanrio to two major competitors; Mattel and Hasbro demonstrates a very different approach. Both Mattel and Hasbro have a much broader
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