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Matchbox Final

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Kelsey Bowers

on 1 December 2010

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Transcript of Matchbox Final

Questions? Kelsey Bowers Jillian Kirby Noah Hill Greg Holm Hui-Ju Chang Meet the Team Welcome Senior Brand Manager Senior Financial Analyst Director of Techonolgy Director of Graphic Design Director of Market Research Attention Riders: Fun and Safety Guide Heritage (Our Values) Playing Responsibly Play Fair
Play Together Play with Passion Play to Grow Mattel doesn't just make toys, it creates emotional connections that last a lifetime by encouraging children to stretch their imaginations, creating joy and allowing children to become lost in play. A Brief History 1945 – Mattel was founded by Ruth and Elliot Handler and Harold “Matt” Mattson out of a garage in Southern California 1948 – Mattel is incorporated 1960 – Mattel becomes publically owned company 1965 – Sales top $100 million and Mattel joins Fortune 500 1972 – restructures to create Mattel, Inc. with one division and seven subsidiaries 1952 – Jack Odell invented the first Matchbox car for his daughter, Anne, who could only take toys that fit in a matchbox to school 1953 – Lesney Products mass produced the line for public consumption for $0.49 1962 – More than one million Matchbox cars were being made per day 1982 – Lesley Products went bankrupt and had to sell out to Universal Toys 1992 – Universal sold out to Tyco Toys 1997 – Tyco Toys sold out to Mattel 2002 – Matchbox celebrates its 50th anniversary Competition Tonka
Transformers
Playskool
GI Joe Products MXS
Pokeémon Collection
The Smurfs Collection Internal Competition Weaknesses Opportunities *Sluggish performance in key segments
*Matchbox brand viewed as dated
*People only recognize the Cars Collection
(79% of survey sample)
*Matchbox and Hot Wheels are the same in the consumer's mind
*Private label product sales are growing *Growing global toys and games market
*Matchbox is a globally recognized brand Goals 1. Increase overall brand awareness 2. Make Matchbox toys THE toy to have 3. Make the Matchbox name associated with more than just the Cars Collection We also want to promote: Sky Busters Play Sets Real Life Trucks 4. Reposition Matchbox in consumers' minds to expand the definition of Matchbox and differentiate it from Hot Wheels - 98% knew about Matchbox cars
- 70% increase in awareness of other Matchbox products Here We Go! Target Market Jacob Jones Mr. and Mrs. Jones Goal: Make the neighbors keep up with the Jones' Jay Lisa Dad, business man, football coach Professional mom Need:
Affordable family vacation with something for everyone (including themselves) Location Thank you!
We hope you enjoyed the ride! Interest Lasts a Lifetime Product for Kids Only #1 Must-Have Toy Last Minute Stocking Stuffer Matchbox Pokemon Collection Transformers GI Joe Products The Smurfs Collection MXS Hot Wheels PLAYSKOOL Tonka http://hubpages.com/hub/Number-One-Christmas-Toy-This-Season-For-Boys-8-To-11-Years-Of-Age 1 1.
"I actually think of the little Hot Wheels cars." "Hot Wheels versions on Mommy and Daddy's cars." Hot Wheels Hot Wheels Matchbox Matchbox From Survey Data The coolest kid in Miss Stockton's 3rd grade class Be a kid again. A family friendly Matchbox themed area at Kings Island Amusement Park (Part of the Cedar Fair Entertainment Family) *Kings Island was voted best kids' area by Amusement Magazine 8 years in a row

* Matchbox World will be modeled after Planet Snoopy http://www.amusementtoday.com/8002gtaParkAndRide.html 1 1 Rides and Attractions Bumper Car All-Star *It’s an amusement park classic!
*Get behind the wheel of an authentic
*Matchbox car and take a crash course in family fun
*Everyone loves a good collision
Wolf Mountain *Can you handle the wolf?
*This aggressive monument to thrill will have you on the edge of your seat…...literally Matchbox Mayhem 3D *Take a journey to the mouth of mayhem!
*Interactive track building simulation
*Ride the track you build
*Take it home! Sky Buster *Soar into the sky with the Sky Buster
*Each plane moves up and down independently The Data *Surveyed 56 families in the Cincinnati area
*Each had 1-5 children
*Questioned influences and perceptions of Matchbox Results * Price is the most influential factor when deciding how to spend family fun time
* 98% had heard of Matchbox (but only the Cars Collection)
* The top 3 rides that they would like to see are: - 3D Simulator
- Roller Coaster
- Bumper Cars Advertising Traditional Non-Traditional - TV Commercial
- Magazine Ad
- Newspaper Ad
- Direct Mailing
- Website
- Banner Ad Marketing Plan 2011 2012 Jan...Feb...Mar...Apr...May...Jun...Jul...Aug...Sep...Oct...Nov...Dec Jan...Feb...Mar...Apr...May...Jun...Jul...Aug...Sep...Oct...Nov...Dec Press Release to Public Begin Construction Release to public the rides to be in the park Begin Advertising .........Radio Ads - 5 times/day 3 times/ week on 5 channels..................................... ...................................................................................................TV Commercials - 5 times/day every day on 5 channels.................................................................................................. ...................................................................................................Magazine Ad - 1 time/month in 2 channels................................................................................................................... |............................................Radio Ad - 5 times/day 5 days/week on 5 channels................................ ...................................................................................................Newspaper Ad - 1 time/week in one channel................................................................................................................ Construction Complete May 12, 2010 Grand Opening Park Closes PR Event 1................... PR Event 2................... PR Event 3 - Twitter
- Promoted Tweets
- Facebook TV Commercial
5 times/day every day on 5 channels Magazine Ad Newspaper Ad One time/week in one channel Direct Mailing Direct Mailing Send to 500,000 people in the Kings Island Area Traditional Website Banner Ad Non-Traditional Twitter Facebook PR Events Nascar Driver The Real Heros Military Pilots *June 2012
*Autographs & Photo Ops *Firefighter Day
*Try on helmets and check out the truck
*August 2012 *Celebrate Independence Day by thanking the ones who risk their lives for our freedom *July 2012
*Flyover then meet the pilots Sales Promotions * The direct mailings offer a $5 off general admission at Kings Island if you bring the card
*All Matchbox products will have a $5 off general admission coupon on their packaging April through July 2012 Budget Total Advertising Budget
$1,579,000 PR Events * Nascar will cost max of $100,000
* Military flyovers are free
* Firefighters must negociate About: $200,000 Sales Promotions *Costs are split between Cedar Fair and Matchbox Maximum: $1,250,000 Maximum Total Budget $2,929,000 ROIM http://www.wix.com/holmgm/matchbox-world Minimum Return *Estimated 22 million average attendance at Kings Island
*5% of people buy a Matchbox product after attending
*1.1 million new customers per year
*1.1 million x $9 average price of product = $9.9 million
Total $6,971,000 Great Return *Increase in attendance by 10% (24.2 million visitors)
*15% buy a Matchbox product after attending
*3.63 million new customers
*$32.67 million Total $29,741,000 #1 Must Have Toy Last Minute Stocking Stuffer Interest Lasts a Lifetime Product for Kids Only The Smurfs Collection GI Joe Products PLAYSKOOL MXS Pokemon Collection Tonka Hot Wheels Transformers Matchbox Determining Effectiveness *Post-Season Survey Has the perception of Matchbox changed? *Analyze Sales Pre and Post Season

* Analyze sales of Hot Wheels products to ensure that Matchbox is not infiltrating their market share Plans for Growth *12 Additional theme parks across the United States and Canada

* Plant Snoopy has successfully expanded into multiple parks

*Marketing efforts will not need to be as intense; higher returns Group 4 Twitter and Facebook implimented Promoted Tweets Price and Profit * Matchbox World is free with general admission to Kings Island

* Matchbox will make no direct profit from Matchbox World

* The increase in brand awareness and increase in outside sales will exceed the costs to market .............................................Sales Promotions....................................... http://corporate.mattel.com/about-us/history/default.aspx 1 2 2 1 http://diecastcollectible.net/history-of-matchbox-cars.html http://en.allexperts.com/q/Amusement-Parks-2521/Roller-Coaster-Construction.htm * Fun and Safety Guide

* Buckle Up

* Here We Go! A few tips to keep in mind before boarding the ride Buckle Up! The ride will begin momentarily. Please remember to keep your arms and legs inside the vehicle at all times. Conclusion The creation of Matchbox World will increase brand awareness, increase revenues, and make Matchbox the toy to have again
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