Marketing Management

Student: Flavia Castro Vega

Good Smile Company is a
japanese manufacturer of
hobby products founded on
May 1 2001 in Chiyoda-ku,
Tokyo.

Additionally, includes design

marketing and distribution of
products related to anime,
videogames and comics
Getting the license Protoype (without
Conceptual Art
for the character Paint)

Release Open of preorder Protoype painted

• FODA swot
pest anal O T
5 forces S W
Equal swot
Critical issu
SWOT -> SO ST WO WT
Equals objetives
Pest
Political
- Regulations about Factory manufacturer
- Copyrigth laws
- Alignment of custom (aduanas)
Social
- Increase of market because of ageing
- More interest in colectables
- More acceptance and difusion of “geek” media
Economic
- Inflation of the dollar
- Increase of the raw material prices (PVC,
Paints, etc)
- Increase of economic capacity per person
Technology
- Globalization allows order from different
countries
- New technologies like 3D print allow more fast
production
- Availability to be in different countries
• 5 forces
Supplier power

In the case of supplier

power is lower due to be
available other options for
suppliers, because the
products (except the
“Orange Rouge” and “Lucky
Factory” line) are made in
China.
Threat of new entrants

The entrance is very

difficult due to the loyalty
most of the customers
have for the established
brands (most of them are
in the market for at leat
15 years).
Also, the only way to enter
is holding licenses that
other brands do not have.
Buyer power
Threat of subsitution
Competitive rivalry
 Price: 143.86 USD Price: 129.99 USD Price: 115.89 USD

Source: TOKYO OTAKU MODE (2019)

SWOT

Stregthns Weakness
- Customer service related to defective - The interval between announcement
products and preorder is long.
- Different products lines (chibis, - There is no motivation to buy directly
articulated figures, scale figures,etc). for them.

Opportunities Threaths
- More interest in colectables - Inflation of the dollar
- Increase of economic capacity per - Copyright laws
person - Regulations for factory functions
- Technology for accelerate the sculptor
process (3D printing)
Critical issues

-Making some nendoroid only

available to the GSC page
-Lack of accesories for the price
-Overused of some characters for
figures
Key to success

- Mantaining the quality of the products

- Keep involve in different overseas events

- Making colaboration product

• Product offering
MARKETING Strategy
Objective

Focus on creating a yearly new

figure in order to promote
tourism for young adults.
Target markets
Segmentation :
Age: 20-30 years
Gender: male and female
Socieconomic status: high
Liking: Already clients that purchase
from Good Smile Company
Positioning

-Branding
Use of social media to announce products and events
(Facebook, Twitter and Youtube)
Works with cosplayer to promote figures (Ex: Geralt)
Use of campaigns to donate to charities (natural
disasters)

Link: https://www.youtube.com/watch?v=b91Qfs4lMQA
https://www.youtube.com/watch?v=PBgSGvYwLC0
Marketing MIX
• Product : reinventing products by creating cheaper figure lines and
other colectables related to anime or manga like plushies, straps and
clothing.
• Pricing : use of the market Price tending to the average.
• Distribution : using two strategies: direct sales and intensive
distribution in order to reach overseas and Japan.
• Marketing communication :use of social media to reach the market of
collector and also promotioning the Company in anime/comics expos
with exclusive merchandise for them.
Marketing Research

Quantitative Qualitative

Use of surveys to get to Use of focus groups

know the satisfaction or interviews to get
levels or evaluation of to know the
the clients about the
suggestions related
product mix and the
possibility of a new to pricing, marketing
campaign for a new or the availability of
line. Also, the interest the different
in the competitors in products. Also, the
comparison to Good loyalty that they
smile Company. have for the brand
Control
• Annoucement the campaign in a figures expo
(Wonfest summer or winter) and via twitter and
Facebook.
• Get a team of moderators to filtrate innapropiate
commentaries or obsecene designs.
• Form a jury of the sculptors that work in GSC to
evaluate the entries in terms of creativity, relation
with the concept and possibility to sculpt.
Implementation

Distribute surveys to each purchase from GSC website

and booth events with questions about places they
would like to visit.

Control the stadistics about places and announce the

winner place.

Launch a concept draw contest using the winner place

as inspirations.
• Marketing organization