LOGOFor Blythe's is letter 6 latters that written BLYTHE for easy to remember. The letters use pink color for cutey and suite a doll.
BRANDING STRATEGY
Branding of Blythe doll compose with 3 bases.There are value, personality and benefit.
value >>> Blythe is valuable in mind and core product.
Personality >>> Character of person who play and express onself.
benefit >>> benegefit is difference from other product.
POSITIONING STRATEGY
Our company believe that all of people need difference and out standing in themselves. Therefore, we want to respond requirement and satisfaction of our customers by BLYTHE DOLL. Blythe Doll is the doll that we created to difference with the big eyes that can changes eyes color in 4 colors so Blythe doll is not only general doll that sale especially cutey.
We produced Blythe doll with a chic life stlye in each person like you. Our customers can be fun to dress with blythe doll as they like or want. Besides, the price of Blythe doll which is premium price can make players have a good social image.
There are not enough differencce that we made Blythe doll, we also put fashion in Blythe doll which can show each fashion of players and suite for new generaton young is good. The below is chart that show about positioning of Blythe doll
These difference that we made it for you and it's BLYTHE DOLL that can answers of new generation young who want a new things is difference and alrready to show it.
In the past, Blythe produced for children who is not over 10 age. Unfortunately, there are some mistake that made Blythe doll is not popular doll. That thing is Blythe's big eyes because it made children fear it. So, Blythe doll modified on new look, it became a popular doll in a short time. Most of people who play and buy it are teenage and person who is over 20 up years old.
This is changing new target group of Blythe doll which can specify characters of person who play and buy Blythe doll as follows.
- The person who is trend setter.
- Self-confident and express oneself
- use internet - there are digital tool especially digital camera.
- The person who is one daugther or son.
- There are certainly salary, status B+ and already buy product because one reason is "WANT" or "LIKE"
- Admire celebrity
- Most of people are women nearly 90%
PROMOTION STRATEGY
Blythe doll is the doll that just popular recently so there are many way to advertise the Blythedoll.
Blythe doll started to model with department store.After that, there are campain with other product such as BRAND'S VITA
Lately in Thailand, there are famous celebrity as CHOMPHOO Araya Ahaget who play and open Blythe's shop. In this part, Blythe is not advertise oneself but there celebrity replace advertisement.
