Hasbro

Résumé du document

Hasbro is a worldwide leader in entertainment. It is the number 2 of the toy market. With its most important competitor Mattel, the number 1, Hasbro is in possession of 70% of market share.
Mr Potato Head, Monopoly, Easy-Bake, Trivial Pursuit, Scrabble, or even Clue, are games made in Hasbro. In 1964 with GI JOE, Hasbro create the action figure category. This is a 3 billions company and they sell hundreds of games and toys. These products are sold in more hundred countries.
In this case, we can hear Brian Goldner, the President of US Toys Group Hasbro, and Al Verrechia, the Hasbro's CEO, to talk about the Hasbro's strategy. Hasbro is constantly in search of innovation and develops an acquisitions strategy. All products are regularly refreshed and the company focuses its marketing plan on an improvement of supply chain and on the choice of key retailers.

Extraits

[...] Today, Hasbro has a global marketing. It permits to reduce the marketing research and to manufacture the same basic product, which will be adapted at each country later. In the future, Hasbro will have to improve its performance in the girls segment, because today it's the weakest point. Hasbro has to adapt also at the trends of the market. There is the growing power of video games, which represents more an expenditure on four. Japan prefers electronic games, Europe likes traditional toys better and America prefers toys which are inspired of movies. [...]

[...] So my second case is WILD PLANET. This is a new toys company, created in 1993. Their challenge is to launch more imaginative toys, especially gadgets, that parents can support and that kids enjoy. To make itself a place on the toy market, Wild Planet must give more importance to the children's opinion and imagination than Hasbro and the others leaders. Wild Planet has then a marketing team composed by designers, engineers, marketers and kids. It's really important for them to watch what children do to play. [...]

[...] Hasbro understood that the children opinion was decisive. Hasbro also evolves in terms of creative innovation with movies, like the TRANSFORMERS saga, in collaboration with DreamWorks and Paramount (annexe 1). In addition Hasbro sets up a marketing of event: Hasbro manufactures some tie-in products of a cultural event or a cult phenomenon They are not focus on a product in particular, but they try to vary their offer to touch a large target. To improve their communication with young people, Hasbro has tried “buzz marketing”. [...]

[...] It is the number 2 of the toy market. With its most important competitor Mattel, the number Hasbro is in possession of 70% of market share. Mr Potato Head, Monopoly, Easy-Bake, Trivial Pursuit, Scrabble, or even Clue, are games made in Hasbro. In 1964 with GI JOE, Hasbro create the action figure category. This is a 3 billions company and they sell hundreds of games and toys. These products are sold in more hundred countries. In this case, we can hear Brian Goldner, the President of US Toys Group Hasbro, and Al Verrechia, the Hasbro's CEO, to talk about the Hasbro's strategy. [...]

[...] This means children can submit their toys ideas and the company selects the best toys to manufacture them. Bibliography www.hasbro.com www.hasbro.fr http://www.ecoconso.be/article135.html http://ec.europa.eu/enterprise/toys/index_fr.htm http://www.petitmonde.com/iDoc/Article.asp?id=24430 http://www.dyn-com.com/dyncom85/marches/marches.htm Marché du Jouet”, Marc VANDERCAMMEN & Adriaan MEIRSMAN, November 2004 Le Marché du Jouet aux Etats-Unis FNEGE Appendices Appendix An article from www.hasbro.com HASBRO ROLLS OUT WIDE-RANGE OF TRANSFORMERS MERCHANDISE AROUND THE GLOBE IN SUPPORT OF FIRST-EVER LIVE-ACTION FEATURE FILM DUE OUT JULY 4 HPG Packs Worldwide Punch with 200 Licensees in 70 Countries Set to Launch TRANSFORMERS Products that are “More Than Meets the PAWTUCKET, R.I. (February 10, 2007) Hasbro, Inc. [...]