Culture Dolls

Marketing Plan for Cultural Dolls

Lucille A. McElroy

MM522 Marketing Management

Professor Geraldine Goodstone

Date Due: August 14, 2011

Abstract

This paper presents Marketing Strategy for Cultural Dolls Company. Cultural Dolls, Co. intends to utilize a comprehensive marketing campaign to raise awareness of its unique cultural dolls specifically tailored to children of young age and doll collectors. The Company’s marketing and advertising business arm oversees all advertising efforts to ensure that the target audience is well exposed to its products through In-store displays, Doll industry magazines and online presence utilizing Search Engine Optimization (SEO). SEO of its website to garner a high ranking on search engines. Advertising at PBS, Nickelodeon and PBS Kids Sprout, school book sale by Scholastic to promote its brand and instill recognition of its name in the doll industry. Presence on Social Networks (i.e. Facebook, Twitter, Myspace and Digg) via user profiles, viral discussion, blog sites such as Wordpress, Wikispaces and Blogpost; merchandising at concerts, film premiers, fund raising events, with the intention of outfitting major groups, solo acts, bands, actors, and celebrities. Children of young age and doll collectors should be interested in the product as this is a perfect gift for the understanding of diversity and culture. Recognizing one’s heritage is a representation of a cultural doll. The dolls represent a sense of girl power and stick-to-it-ness. The doll will be sold with the option of a wide array of accessories, the Cultural Doll is pricey to some, but parents are willing to spend a bit extra for a well-manufactured doll.

Marketing Plan for Cultural Dolls

Situational Analysis

Situation Analysis presents relevant background data on sales of the doll market, costs, the market, competitors and the various forces in the macro-environment.

Market

The doll is a 2.77B market industry based on a 2010 NPD Group...