Hello Kitty - International Marketing

Résumé du document

By wearing Asian culture symbols / Asian fashion the celebrities ensure that they are more accepted while promoting their songs and products in the Asian market. It is easier for the Asian fans to identify with the pop stars, e.g. Britney Spears and Paris Hilton, if these stars were seen with Asian fashion. Hello Kitty is the official "UNICEF Special Friend of children" figure. UNICEF covers the entire world, so it is a perfect marketing action for a full and quick adoption of the brand. Hello Kitty has no mouth; she is not bound to any language, so she is linked to all languages! She speaks with her heart. Who is Hello Kitty? How did the Japanese culture enter the Asian market successfully and spread to the rest of the world, and with which tools? What are the main points we must remember as marketing students?

Extraits

[...] Hello Kitty itself is culture odourless. reduces resistance to foreign products. In addition: Things that are strange, foreign and new tend to have an appeal characteristic. E. g. in the United States is a wide range of cultural diversity that makes it easier to enter the American market. Hello Kitty and celebrities By wearing Asian culture symbols / Asian fashion the celebrities are more accepted while promoting their songs and products in the Asian market. [...]

[...] photosticker machine, Nintendo Dual Screen etc. Reason for the spread more understandable and acceptable than western cultures geographical and cultural closeness similar physical appearance catalyzed by mass media Role of marketers short product life cycles in Asia and Japan's focus on innovation localization selective cultural transmission franchising e.g. Hello Kitty in Asian countries, lower price for Asian editions From Asia to the rest of the world Hello Kitty has no mouth; she isn't bound to any language so she's linked to all languages! [...]

[...] Constantly creating more collectible value ability to adjust to newest trends Keeping the products on the shelves only for a limited time people don't get bored of it Hello Kitty also licenses hundreds of products a month, from electronics to low priced items in order to tackle for example the mainstream American market It wasn't too difficult for Sanrio: - Asian kawaii-mentality - Asians perceive “made in Japan” as cool - shift from Western orientation to Japan-orientation in Asia Sanrio´s concentration on characters is very important (some marketers say we're in a character age) aims at taking advantage of the kawaii-mentality There's no big ad campaign. So Sanrio doesn't overexposure Hello Kitty too quickly (keeping it popular in the long-run) Hello Kitty sells itself! Hello Kitty is simply drawn and instantly recognisable Difference from Walt Disney: it´s not first the movie and then subsequent merchandise, but a “retail first”-strategy, i.e. the products take the centre stage children can come up with their own story, so that Hello Kitty is whatever you want her to be. [...]

[...] First, the self-purchaser, a professional woman usually 30 to 50 years old, who appears to be so happy to see Hello Kitty, a reminder of when she was a little girl. Then there are grandmothers who are buying them for their grandchildren. And then there are the women who just love cats. In Japan it is more acceptable for adults to own childish things youthfulness is important, especially for women and Hello Kitty is forever young Conclusion Is Hello Kitty a success Can cultural identity travel? [...]

[...] Introduction Who is Hello Kitty? How did the Japanese culture enter the Asian market successfully? Spread to the rest of the world with which tools? What are the main points we must remember as marketing students? Brand's history Why Hello Kitty? White cat called Kitty in “Through the looking-glass” (Lewis Carroll) Created in 1974 by an employee of Sanrio, importance of Kawaii Every object has a Hello Kitty logo printed: credit card, mobile phone, car, chair, biscuits, clothes, nails, jewels Begin in Japan, quick entry to the USA, and then Asia and the rest of the world Friends, family, boyfriends, pets Constant change of products From Japan Kawaii culture in Japan have been prevailing for more than 30 years people pursue everything cute in merchandises, clothing, make-up and even personal behaviour originated with 15-to-18-year-old girls, extended to young female adults some academics believe that this reflects their unwillingness to grow and is a way to escape from stressful working environment Spread of Japanese culture in Asia since 1980s, becoming more dominant, especially in Taiwan and Hong Kong through the influence of Japanese drama, music, comics, games, cute-little-gadgets, food etc. [...]