Furby’s promotion campaigns
One of the key components of the marketing mix that largely contributes to the success of a product on the market is the promotion. It is also the element that is deeply rooted into the cultural aspect of the country. Therefore, it is important to pay particular attention to the promotion strategy of the Furby toys, when introducing them in China, and to keep in mind that strategies that worked for the American market will not necessarily be effective in China.
Firstly, over the 15 year history of Furby Toys, the role of internet and social media has changed completely. Nowadays children, Furby’s main customers, interact online as much as in real-life, that is why any successful promotion campaign, especially that targeting a younger market, should start with internet and social networks. Although this is true almost everywhere in the world, it is especially true in China, where Internet is increasingly used for communication and entertainment.
Secondly, Internet promotion of Furby dolls should not be limited to advertising only. The company should leverage internet-based communication to create hype about their product. It may be useful to attract Chinese endorsers, or trendsetters, who have a lot of influence on the opinions of Chinese buyers. They will help the company to make their product into a trendy item that people will be willing to buy because of their popularity. This will also contribute to overcoming the cultural barrier and make Furbies appealing for Chinese consumers.
An important aspect of the promotion strategy is timing. Furbies’ producers should roll-out their products very fast, using several promotion channels simultaneously (with the priority given to internet). The undersupply of the dolls during the first days could help to create a feeling of exclusiveness about the product and raise its perceived value in the eyes of Chinese customers.
References
Herbig, P. (1998). Handbook of cross-cultural marketing. Binghamton, NY: International Business Press.
Liu, F. (2011). Urban Youth in China: Modernity, the Internet and the Self. New York, NY: Routledge.
