+Tacky Wacky Toys Inc.

New Product Rollout Proposal

Cayla Weber

Maryville University

+Competitor One – Mattel

Strengths Grossing$ 6.3 Billion annually

Founded in 1945 – has almost 60 years of experience in toy industry

Produced brands such as Fisher-Price, Barbie, Monster High, Hot Wheels, Masters of the Universe, Little People, Power Wheels and WWE Toys

Weaknesses Frequent product recalls

Cheaper and counterfeit companies and imitations

High impact of investors and stock market

+Competitor Two – Hasbro

Strengths Grossing $4 Billion annually

Huge Brand following

Manufactures toy brands such as G.I. Joe, Littlest Pet Shop, Mr. Potato Head, Transformers, Marvel, and Pokémon

Dominance in brand licensing

Signs huge properties like Marvel

Weaknesses Customer concentration- 70% of

Hasbro revenue comes from Walmart, Target and Toys R Us putting them at weak bargaining position and apt to external store issues

Declining Margins because of technology

Recalls

Licensing

Dependence on out sourced manufactures

+Audience: Buyers

Objective – Increase number of buyers

Desired Outcome - An increased number of buyers purchase TWT products Example- LY- 20 buyers at 200 toys Plan- 35 buyers 400 toys

Tactic Responsibility Budget

Provide 3 minute clip of TWT promise and execution of high quality toys

To ensure buyers our product is safe and sellable

Make movie = free through our digital design department Movie equipment = $2,000

New product Brochure

To inform buyers of new products and price

Print brochure $500

Product testing area To physically show the products in actions while also highlighting build, playing ability, etc

Set up area in front of booth = free

+Audience: Internal Create excitement of the TWT promise by all show personnel

deliver key messages with brochures, media and conversation

Desired Outcome – increased buyers and toy sales

Tactic Responsibility Budget

Teach all show personnel the art of persuasion and selling

To better sell the product and convince the buyers we are for them

Free

Offer benefits and prizes to personnel who 1. sells the most toys and 2. gets the most buyers

To excite our internal framework to better sell

Offer 2 days extra vacation will cost company $200 in wages

Internally Promote excitement

Prior to show internally promote excitement through the company to create creative selling strategies

Because of the excitement ideas such as a promoting discount may emerge – whoever gets the word out and creates sales gets a discount

+Audience: Media

Increase media presence while highlight TWT promise through traditional and social media platforms

Desired Outcome – more radio and print spots filled with TWT along with more social media activity

Measure the use of TWT #hashtags on social media

Tactic Responsibility Budget

Constant Social Media presence through Facebook, Twitter, Instagram, Pintrest through scavenger hunts, posts, deals and reviews by #hashtag

By creating more of a presence on social network platforms TWT will create a following with the ability to reach millions

Free

Print Media Showing product while also branding

$10,000 a year

Broadcast media Radio and television spots to increase awareness of brand and TWT promise

$30,000 a year