Foundations Of Marketing Essay

FOUNDATIONS OF MARKETING


CONCEPT REPORT


CONTENTS
1.0 INTRODUCTION AND SUMMARY OF WILD PLANET 2
2.0 SITUATIONAL ANALYSIS 3
3.0 PRODUCT ISSUES 4
7.0 REFERENCES 12





1.0 INTRODUCTION TO WILD PLANET


The following report represents an overview of the children’s toy company Wild Planet and discussed the business and marketing strategy that made it a success.
The Factual Overview outlines the key points and the Situational Analysis provides detail regarding the positioning, market segmentation, target analysis of Wild Planet.
The Managerial recommendations explores the Marketing, sales and communication objectives.

2.0 FACTUAL OVERVIEW


Summarizing the facts relevant to the case means that you need to give a short 'factual overview' in the beginning to set the scene for the case.

Wild Planet is a children’s toy company that believes in the power of a child’s imagination and use this concept in all aspects of creation from its research and development all the way through to the final product involving children along the way. Wild Planet was founded in 1993 with a mission to create quality products that spark the imagination and provide positive play experiences for children. As a socially responsible business they intend to bring value to customers by selling high quality, non violent toys that encourage children’s play to be imaginative, creative and to explore the world around them.
The four factors affecting the consumer purchase process as it relates to buying toys from Wild Planet are as follows:

Notes from video

Shelf life of toys is 1 year
Wild Planet Sells positive play experience – kids are interactive, games designed to make you think
Explorer club
Ideas come from designers, engineers, marketing as well as the minds of Kids – “Champion kids”
WP talk to 5000 kids p/year but not thru typical focus grp. They keep it real to keep a pulse on children’s thoughts
Ethnography research – watching kids in their natural...