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1、DE3C34:Marketing:AnIntroductionLandelToys—AcasestudyBackgroundinformationTheLandelToyCompanyhasaworkforceofover1,000basedinthreedifferentsitesintheUK.Thecompanywasestablishedintheearly1980sanditsmarketingactivitiesareco-ordinatedfromitsheadquartersin
2、Chester.TheoriginalLiveandLearnToyCompany—thenamechangedtoLandelin1986—producedalimitedrangeofwoodentoysaimedatthepre-schoolmarket.Itsrangeofproductswasoriginallylimitedtowoodenbuildingbricks,simplewoodenjigsawsandalimitedselectionofwoodenanimals.Ast
3、hecompanybecamemoreestablished,theproductrangewasexpandedtoincludedolls’housesandwoodentrainsets.Intheearlydaysthecompanysoldthroughsmall,independenttoysshops,butdespitenumerousattempts,itwasunabletopersuadeanyofthelargechainstorestostockitsproducts.
4、Despitethis,thecompanymaintainedareasonableturnover,anditslowlyexpandeditsproductportfoliotoincludearangeforthe5–8yearoldmarket.Disenchantedbyitsinabilitytobecomeacceptedbyanyofthelargerchains,thecompanytoyedwiththeideaofmailorderselling.Acataloguewa
5、sproducedanddistributedthroughsomeoftheleadingSundaynewspapers,andalthoughsalesincreased,thiswasnotaparticularlysuccessfulventure.Mailordersellingwasdroppedafteronlyayear,butitdidservetobringthecompany’snametotheattentionofthepublic,andmoreimportantl
6、ytothetoyindustry.Thecompany’simageofhighqualitytoys,madefromnaturalproducts,appealedtotheincreasinglyvocalenvironmentallobby,andatlast,aleadingdepartmentstorechainagreedtostockLandel’sproducts.ThisprovedtobealucrativeagreementforLandel,andithelpedth
7、ecompanyexpandduringthelate1980s.Thecompany’sbigbreak,however,camewhentheWelshlanguageTVchannelSC4introducedananimatedseriesfeaturinganassortmentofanimalcharacterscollectivelyknownasthe‘CountryCousins’.Againstfiercecompetition,Landelwonthecontracttom
8、akealimitedrangeofmerchandisefeaturingthecharacters,andthepopularityoftheseriesresultedinsaleswhichwerewaybeyondLandel’smostoptimisticexpectations.Followingthesuccessof‘CountryCousins’,ITVdecidedtogivetheseriesnationalairing,andintheleaduptothenation
