Title: The Marketing Strategy of Trendy Toys – A Case Study of Pop Mart
Author: Tang Bincan
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.694-705) Click PDF
Abstract
In the context of growing cultural consumption and personalized demands, the trendy toy industry has rapidly expanded, with the trendy toy sales model becoming a key way to attract young consumers. This study focused on Pop Mart, a leading trendy toy brand in China, aiming to examine its marketing strategy using the 4Ps marketing theory and the STP strategy. The objectives of this study were: 1) to explore Pop Mart’s current marketing situation based on the 4Ps theory, and 2) To provide recommendations for Pop Mart’s marketing strategy using the STP approach. The research method used in this study was the documentry research method.
The results indicate Pop Mart’s unique product design, reasonable price, diverse sales place, innovative promotion strategies, diverse product designs, and a combined online and offline marketing network. However, challenges such as homogeneous competition and short product life cycles hinder further development. Based on the STP analysis, this study suggests that Pop Mart should focus on IP innovation, expand into international markets, and enhance consumer experience to strengthen its marketing competitiveness. The conclusion emphasizes that Pop Mart must continue to innovate its marketing models and brand positioning to achieve sustainable growth and maintain its leading position in the industry.
Keywords: marketing strategy, trendy toy, Pop Mart, 4Ps marketing theory, STP strategy
6617195002, Tang Bincan, Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Marketing Strategy of Trendy Toys – A Case Study of Pop Mart, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
