Hello Kitty

Topics: Hello Kitty, Barbie, Fashion doll Pages: 9 (2716 words) Published: October 15, 2013
Table of Contents
Brand merchandising strategies of hello kitty7


Hello kitty is a cartoon character of a small cat that looks kind and cute, with a button nose, two black dot-yes, six whiskers and a ribbon or flower in her hair. Hello kitty has no mouth and this represents a major source of emotional association for buyers and buyers can project many different feelings onto the little cat. Owners and their cat can be happy, sad, thoughtful or any other feeling the user wish to feel.

Hello Kitty was firstly introduced in japan in 1974 and was brought to the united state in 1976. Hello kitty is a segment of Japanese popular culture and hello kitty is a Japanese bobtail cat also knows as kitty white. Currently hello kitty is 39 years of age, at the age of 36 sanrio has introduce hello kitty in to a global market, hello kitty trademark is worth over 5 billion annually.

Competitive analysis Part A

Barbie doll is a fictional character, born on March 1959. First introduced as the original fashion model, Barbie doll has since had more than 130 careers, represented more than 40 different nationalities and collaborated with more than 75 different fashion designers. Through out the years, the Barbie brand has evolved with girls, extending into entertainment, online and has 45 different consumer products categories. Barbie has TV commercials, cartoons and celebrity gossip magazine . Barbie dolls is a very successful brand allover the world but most especially in America it is number one brand when it comes to Barbie dolls.

The difference between Barbie doll and Hello Kitty is the fact that Barbie doll has more popular and better options and more customer base, when it comes to young teenage girls. Barbie doll let kids think and act imagining roles as an adult. That was the core idea Ruth handler the creator of Barbie doll had in mind, she thought that through the dolls little girls could be anything she wanted to become. Barbie always represented the fact that a woman has a choice. Barbie doll has a lot of merchandising product but there only apply to young children, the only adult product Barbie doll has is t-shirt merchandise. In the category of merchandising products for adults Hello Kitty has more advantage than Barbie, hello kitty offers more merchandising products for adult of any age group.

There are many reasons for hello kitty popularity but One of the important factors that differentiate Hello Kitty in the world of cartoons and characters is that Hello Kitty is not alive with stories, gimmicks and pre-determined personality before it reaches the people. By being a simple cartoon with very minimal characteristics, the Hello Kitty brand actually acts as a canvas upon which people can decorate with their own embellishments, thereby personalizing the cartoon, giving it a unique personality and internalizing the cartoon into their lives. This simple yet powerful differentiator set the Hello Kitty brand apart from competitors.

Target market

Sanrio initially targeted the Hello Kitty merchandise at girls aged between 4 and 6. The goods were priced low so that the target consumers could buy them. Hello Kitty became an instant hit with small girls because of her “cute-ness”. As a result, Hello Kitty merchandise began selling well in the market. The fact that the merchandise was priced affordably added to its Sanrio launched Hello Kitty and other characters in the US. Here too, the company noticed that Hello Kitty was more popular than its other Sanrio counterparts. However, in the 1980s,

Hello Kitty began losing its ground in Japan, due to the growing popularity of new animation other companies. Animation continued to grow in popularity throughout the 1980s...
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