Marketing Plan for Disney Toy Characters In Russia

Russia, which represents the largest part of the former Soviet Union, offers a significant market to those manufacturers willing to take on the challenge of marketing to the former communist population. Following the changes that resulted in the breakup of the Soviet Union, there has been a remarkable opening of Russian markets to capitalism, and an invitation to international companies to conduct business. This influx of capital is needed to provide economic growth as the country struggles to replace centralized bureaucracy with capitalism. This research examines a possible marketing program for one such consumer product, Disney toy characters.

The product that will be sold in Russia is actually a collection of plush toys. These toys are the various Disney characters made popular in various Disney animated films. Initially, those characters with the most popular appeal will be offered, with additional entries being added as promotional activities support. Specifically, Mickey Mouse, Minnie Mouse, and Donald Duck will be offered. In addition to being well-supported by animated films that are available in videocassette in Russia already, these figures are animals and easily represented

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the toy market than in becoming an active participant in the retail market of Russia. In order to make sure that the products receive the best possible opportunity for success, the company will work closely with Russian organizations that are familiar with the logistics and other factors critical to successful implementation. Raznoeksport in Moscow exports and imports light industrial and consumer goods (Europa, 1993, p. 2416). While toys are slightly out of the general experience of this company, the economy as a whole is young and working with Raznoeksport should prove a good opportunity for both parties. Tekhnointorg, also located in Moscow, also imports consumer goods as well as machinery, communication products and foodstuffs. This organization has some experience with the larger stores that Disney hopes to build relationships with and could prove a strong partner in establishing those relationships (Europa, 1993, p. 2416). Vneshintorg is another Moscow company that is the result of the merger of two export/import companies in the early 1990s. This company imports consumer goods and raw materials as well as foodstuffs, but has shown a unique interest and success in joint venture operations as well as in wholesale and r

Category: Business - M