Target Market: Girls 5-14
Positioning: Diverse young girls who want to have dolls/figurines that look unique and complement their personalities and lifestyles.
Product Line: A range of about 20 dolls, all of them with unique features (i.e. body types, hair types, facial features etc.)
Fashionable up to date clothing, including everything from bikinis to evening wear.
Accessories such as safety whistles, purses, cell phones, cell phone cases make up cases, school supplies, bedding etc in specific themes in accordance to each individual doll.
Price Proposition: Dolls: $23.95 +tax
Accessories:
Safety Whistle: $2.95
Purses: $14.95
Cell Phones: $59.95
Cell Phone Case: $13.95
Makeup Case: $9.99
School Supplies: $0.99 (pens) ? 12.99 (i.e. calculator)
Bedding: $69.95
Distribution Plan: Distribute dolls to all major retailers such as; Toys ?R Us, Zellers, Wal-Mart, and Costco. Also distribute to independent toy retailers in major shopping centers.
Distribute to individuals via the internet through the companies website. This will allow for additional sales in parts of the world where individuals do not have access to major shopping centres.
Sales Force Plan: Arrange sales force in order to target major retailers.
Key Account Plan: Offer volume discount and product support to Wal-Mart stores as they are our key account. Also offer several interactive booths for Wal-Mart to display in their toy section that allow girls to dress their dolls up with products offered through Wal-Mart before they purchase them. That way they can mix and match until they are satisfied with the outfit and can proceed to purchase the items.
Service ...