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Sanrio Case Study

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Introduction
Sanrio Co. Ltd. is a Japanese company founded in August 1960 by Mr. Shintaro Tsuji (Sanrio Co. Ltd, 2013). The name “Sanrio” is derived from the Spanish words “San” and “Rio”. Headquartered in Tokyo, Sanrio products are distributed throughout Japan, Southeast Asia, America, and Europe. Sanrio designs, licenses and creates character merchandise around gift-giving occasions.

Sanrio’s key business is character-branded merchandise. To date, Sanrio has created 400 such characters that revolve around the central theme of love and friendship (Sanrio. Co. Ltd, 2012). Its characters include Hello Kitty, My Melody, Kuromi, Little Twin stars, Cinnamoroll, among others. This variety allows Sanrio to establish a strong position that provides …show more content…

With the rise of technology and interactive media, children today seek rich, interactive companionship during their growing years. In light of this, Sanrio can further their partner with Lego to introduce Hello Kitty Lego sets that allow children to “build” their own Hello Kitty. Different Lego sets will allow children to create their own accessories, such as bows of different colours. Furthermore, we can introduce detachable mouths of different expressions so that children are able to project their expressions visibly on Hello …show more content…

This alienates males, who may represent an untapped market. Line filling of Hello Kitty can be carried out by marketing Hello Kitty and Dear Daniel as a pair to target male customers.
One approach is to come up with advertisements that portray the everlasting relationship between Hello Kitty and Dear Daniel. This positions Hello Kitty as a symbol of love towards counterparts, turning her into an ideal romantic gift for men to purchase. Furthermore, Sanrio can also introduce sports-themed Hello Kitty, for example Hello Kitty with different English Premier League (EPL) jerseys. Marketing of this Hello Kitty line is crucial in reaching out to the male consumer market; advertisements should induce the need for males to buy these for their partners as a common topic and a means to introduce girlfriends/wives to soccer. This is a market with great potential as the EPL is going global, with viewership of 4.7 billion (The Premier League, 2013). Celebrity couples such as David and Victoria Beckham can be engaged to endorse sports couple Hello Kitty products. This may as a result induce buying behaviour, thus increasing profits and market

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