Rikkyo - ICM - malasada
Transcript of Rikkyo - ICM - malasada
DUFFY IN JAPANInternational
Consumer Management
January 2011
Group Malasada
08BN069P – Eriko Sugimoto
08BN092M – Tomoko Nawata
09BN948Y – Robyn Taniguchi
09MB903S – Amy Vo-Van
09UA907M – Binh Nghiem
WH
AT IS
DU
FFY
?
Duffy the Disney Bear is the first Disney character to not have originated from a show
Until late 2010, Duffy could only be bought from DisneySea, Tokyo
Available merchandise include clothing for Duffy, keitai accessories and live shows
ORIGINS OF DUFFY Created as a marketing tool to help launch a
new toy store, Once Upon a Toy, at Walt Disney World (Florida, USA) in 2002
Originally called the Disney Bear and was characterised by: The Mickey Mouse shape on his face, feet
and backside Came in brown, black, white, pink,
purple, blue, gray, and teal Came with a small paper storybook that
explained his story Good quality and roughly the same size
as a Build-a-Bear Workshop soft toy (16 inches)
Eventually released in other stores in Walt Disney World, and later in California Disneyland
Latest version of Disney Bear
PROBLEMS WITH THE DISNEY BEAR Was not a successful product in the USA
Did not have a proper name Disney tried again with various updates
to the design which included: Additional colours (e.g. pastel pink) Themed bears (e.g. Princess and seasonal
versions) Changes in size (e.g. 12 inches tall) Used as promotional items (e.g. "gift with purchase“). Sold outside of the Disney Parks at the now closed World of
Disney NYC, New York Quality and price lowered, but the design remained similar
Still unsuccessful and Disney eventually sent the remainders to Disney outlet stores
Recently, Disney changed the design (12-13 inches) and restarted selling the Disney Bear at the parks and online
DUFFY IN JAPAN: 2004 The Disney Bear debuted
exclusively at Tokyo DisneySea in the Christmas of 2004 at the decision of the Oriental Land Company (OLC), the operator and owner of Tokyo Disney Resort
There was no change to his story or name and there was only one option for colour - tan/crème OLC opted not to release
any of the other colors because they wanted a more natural-looking bear.
Features were changed to match Japanese taste (e.g. softer material)
Original Disney Bear vs. Duffy
DUFFY IN JAPAN: 2005
It was a slow start and throughout 2005 there were sporadic releases of the Disney Bear with different costume accessories
By winter 2005, the Disney Bear had been turned into a full-fledged meet-and-greet character at DisneySea
DUFFY IN JAPAN: 2006 To improve sales, the Disney Bear
got a new name and backstory, and was relaunched to coincide with the 5th Anniversary of DisneySea He was named Duffy because
Mickey carried him in his duffel bag and his backstory was tailored to fit in with DisneySea’s American Waterfront
An entire line of changeable costumes and accessories were created for Duffy
The small accessories proved popular and a phenomenon was born
Eventually, an entire collection of Duffy merchandise made its way onto DisneySea store shelves including candies, charms, and handbags
Duffy even got his own website, the official Duffy Merchandise Page
DU
FFY
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In 2007, he got more costumes (e.g. sweater set, pirate outfit, and his first Halloween costume)
2008, for Tokyo Disneyland's 25th anniversary there was an explosion Each month there was a new costume released
based on a Disney Character (e.g. The Mad Hatter); this was in addition to Halloween and Christmas outfits
Fans bought the bear and his costumes and started to carry him around the Parks
His popularity meets - and some might even argue - exceeds that of Mickey Mouse
DUFFY IN JAPAN: 2008
DUFFY IN JAPAN: 2009-2010 Sales of Duffy in 2009 were three
times that of 2008 March 2009 – OLC’s revenue from
Theme Park Merchandise increased by ¥16 billion (US$191 million) Could be due to Duffy mania
January 2010, Shellie-May debuted as Duffy's friend Shellie-May's introduction included
her own line of clothing and accessories
Simultaneously, Walt Disney World also attempted to create a friend for the Disney Bear but halted development after Shellie-May’s debut
March 2010, Duffy got his own show at DisneySea called “My Friend Duffy” which centers on the character and his backstory
Shellie-May
WHY DID DUFFY SUCCEED IN JAPAN?
Limited and seasonal sales Many people go to DisneySea just to buy Duffy,
Shellie-May or their seasonal costumes/accessories
Conformity In DisneySea, the cashiers generally do not wrap
purchased Duffys, and instead, people are expected to carry their Duffy around the Park
Which further exposes Duffy to the masses and he can now be seen throughout Tokyo
WHY DID DUFFY SUCCEED IN JAPAN? (CON’T)
Japan has the second largest toy market in the world
Falling birth rate means (grand)parents have more money to spend on fewer (grand)children
Lack of space in cities means children’s playtime is mainly confined indoors
Toys are used to compensate for the constant pressure to excel at school
WHY DID DUFFY SUCCEED IN JAPAN? (CON’T)
kawaii Culture Since the 1970s, kawaii culture has been a prominent aspect
of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms
The ideology of kawaii culture is to be able to put aside the pressures and responsibility of adulthood and to return to a period in life where things were much simpler and has a predominately positive image despite its relationship with the media and consumerism
Therefore it is equally acceptable for a salaryman to have the same “cute” keitai strap as a schoolgirl
Queuing Culture Japanese people are
willing to wait in line which in turns gathers more people
For Duffy, many have to queue up to 9 hours to buy it
DU
FFY
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14th October 2010Debuted at Epcot at Walt Disney World and Disney California Adventure Park
19th November 2010
Debuted at Hong Kong Disneyland to coincide with the Christmas festivities
LAUNCH TACTICS USA Meet-and-Greet / photo stations set-up and
“I just hugged Duffy the Disney Bear” stickers
Capitalised on the travel aspect of Duffy - “Where will you take him?” Bears were placed in suitcases and trunks that
have country stickers all over Six new outfits released - sailor, Canada,
Mexico, China, a baseball jersey, and a safari outfit.
Launch included Duffy’s full line of costumes and souvenirs and sweets
12 inch “My First Disney Bear” rereleased as “My First Duffy Bear” in the classic Tokyo bear style
Epcot’s Kidcot Mask Program will change to a unique Duffy that Guests can take from country to country to colour, decorate, and receive country specific Duffy stamps Disney Hotels will feature a Duffy cartoon TV
and he will even make an appearance in the Disney Parks Christmas Day parade
LAUNCH TACTICS HONG KONG Prime photo location on Main
Street Duffy Christmas stickers that
people had to wear Badly received since many wanted
to keep the stickers intact for scrapbooking purposes
Available in a few stores throughout the Park and DisneyLand Hotel Emporium has a small area
dedicated to the arrival of Duffy and sold pre-dressed Duffys, but failed to capitalise on the Christmas season
Originally only a limited number of Duffys would be sold (i.e. 1,000 bears)
The packaging for outfits is identical to DisneySea - stickers were applied to cover up the Tokyo references – and no Hong Kong exclusive costumes released
DIFFERENCES FROM DISNEYSEA’S DUFFY
Sold at US$25 (as oppose to 3,800 yen / US$45), consequently, the USA Duffy is of lower quality
Outfits are more kid friendly – lacking a lot of separate pieces,adornments and embroidery
Pricing in line with Tokyo: HK$320 / US$41
The outfits are exactly the same as those from DisneySea, though tagged slightly different
USA Duffy Hong Kong Duffy
FUTURE CONCERNS AND MARKETING STRATEGIES: USA Opening Day reception of Duffy
was warmer at Hong Kong Disney than at Disney California Adventures
Will Duffy succeed or will it have the same fate as the original Disney Bear due to the American opinion that soft toys are for children only (unlike in Japan where it is marketed towards young women)
Will Americans be annoyed at the lower quality Duffys sold in the USA, while Hong Kong enjoys the same high quality as that in Tokyo? Does it mean that Disney is going
to really push this “One Disney” concept and rebrand everything with the “Disney Parks” logo
FUTURE CONCERNS AND MARKETING STRATEGIES: JAPAN OLC aims to make Duffy a long-term representative of
DisneySea, consequently, Duffy is one of the greeters at the DisneySea entrance
With Hong Kong Duffy being the same product, will the lack of exclusivity affect sales in Japan and / or in Hong Kong, and will OLC continue to develop DisneySea-only costumes?
Originally, consumers in Japan preferred to pay high prices for premium goods and services, however, recently Japaneseconsumers are now increasingly making use of discount and online stores due to: The economic downturn Generation-Y (those in their 20s)
have very different spending practices from their predecessors
FUTURE CONCERNS AND MARKETING STRATEGIES: IN GENERAL
Increased focus on pre-dressed Duffys for special occasions like Christmas, Easter, birthdays and graduations Plans for “create your own” Duffy and new
clothes lines Tentative plans to release Duffy in Disneyland
Paris, but there are concerns on its reception So far Duffy is only available in most Disney
Parks and not online As the world becomes more globalised and
internet-based, will this affect sales, or improve them due to Duffy’s limited accessibility and branding
SOURCES http://clippingdisney.posterous.com/?tag=duffy http://disneyparks.disney.go.com/blog/2010/09/duffy-the-disney-bear-debuts-at-dis
ney-parks-in-october/ http://disneyparks.disney.go.com/blog/2010/11/walt-disney-world-resort-creates-%
e2%80%98cuddliest-christmas-tree%e2%80%99-for-toys-for-tots/ http://dreamcatcher.blog43.fc2.com/blog-entry-493.html http://duffythedisneybear.blogspot.com/ http://www.facebook.com/#!/DuffytheDisneyBear http://factsanddetails.com/japan.php?itemid=742&catid=20&subcatid=136 http://fleet7.t35.com/my/my018.html http://www.jillstanek.com/population/abortion-vacati.html http://www.mouseinfo.com/Duffy_The_Disney_Bear http://news-en.hongkongdisneyland.com/Images/ImageDetail.aspx?AssetId=2ad76
494-0853-4998-8c6f-121fd27f2e64 http://www.olc.co.jp/en/ir/data.html http://www.olc.co.jp/ir/e-book/annual2010/index.html#page=21 http://poohstravels.com/2010/11/23/duffy-the-disney-bears-debut-at-hong-kong-dis
neyland/ http://www.toyokeizai.net/business/management_business/detail/AC/56c2cae0ea42
ee96b2b31ff1dd2acf1e/
http://webnews.asahi.co.jp/you/culture/2010/culture_20100518.html
Kinsella, Sharon; “Cuties in Japan” in Women, Media and Consumption in Japan (Brian Moeran and Lise Scov eds.); Curzon & Hawaii University Press, 1995
Spar, Debora; Toys “R” Us Japan, Harvard Business School;1999