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We looked inside some of the posts by bandaispotlight-blog and here's what we found interesting.
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When “GIF” was named word of the year in 2012, Oxford Dictionaries U.S.A. credited Tumblr for pushing the word.
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POST 7: PACKAGING
Most notable of the package you’ll find is the wonderful artwork. Recent years the box art has truly became worth observing. Some fans within the community had shared the fact that they often keep the box art and hang it on their walls.
The Front box artwork is flashy and romances the visuals of the giant robots they represent, an awesome promotion of the would be giant robot within the box. While on the sides we’re provided with photos of the finished assembled product.
The package and instructions are in Japanese for the most part. Very few story writing and information come with English, but the instructions on assembly is purely visual and easy to understand.
Other than the artwork, the package is very much like other model kit boxes. Light cardboard, easy to produce and easy to open. Only concerns are security of product on store shelves. As from my own experience in distribution for a short period, packages were put through saran wrap as added security to the box.
There’s nothing here that I would really change. They’re inexpensive and the artwork is wonderful. Stores often would wrap the boxes for their own security, but it is commonly known that model kit consumers like to review the contents of a box before purchase.
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POST 6: COMPETITION
Bandai has strong foundation in and loyalty in Japan. There are whole retail stores dedicated to Gundam merchandise. When it comes to model robots and anime products, you would think Bandai is the sole producer of detail plastic figures. Think again.
Kotobukiya is long established toy company along side Bandai in Japan. Current series of robot model kits are their Frame Arms. They even have license of icon video game robot, Metal Gear Rex of Metal Gear Solid series and other game series of robots, Armored Core. These robot models rival Bandai designs with unique series provided in their product line, but Bandai provides quality molds and plastic of their designs in comparison.
Other than model kits, Kotobukiya develops many detailed vinyl statues of characters and other toys following the many various anime and game properties that exist. Kotobukiya has a lesser presence of distribution within stores overseas making their items hard to find. Despite the lack of presence in store, Kotobukiya has a powerful array of toys in competition with Bandai.
Tomy, another large Japanese toy manufacturer, develops Zoids, the mechanized animal themed series of robots and distributes Hasbro products in Japan.
As for when it comes to geographically, in the western markets, Bandai is faced with larger competition. Transformers titan Hasbro is well known throughout the US. The toy line of the “robots in disguise” has long been part of western cartoon culture since the late 1970s. Hasbro not only has cartoon promotion of transformers but My Little Pony and G.I.Joe. They even develop beloved NERF series of toy firearms. Hasbro is a toy giant overshadowing it’s competition in comparison. And then there’s Mattel, manufacturer giant of the beloved Barbie dolls and Hot Wheels toy cars. When it comes to Barbie it’s no joke of how successful the toy idol can be. Bandai maybe king of toys in the land of the rising sun but when it comes to US and western culture, Bandai has tough competition to overcome.
Kotobukia Logo. (n.d.). Retrieved October 11, 2017, from https://www.kotous.com/retailstore/
Kotobukiya. (n.d.). Retrieved October 11, 2017, from http://resin.wikia.com/wiki/Kotobukiya
H. (n.d.). Retrieved October 11, 2017, from https://www.hasbro.com/en-us/
Mattel Inc. (n.d.). Retrieved October 11, 2017, from http://play.mattel.com/
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POST 5: TARGET MARKET
Bandai models in most ways is propelled by a niche market. Those that enjoy model kits in general and those that enjoy anime and game characters. It is with the existence of the various anime series and video games that Bandai is able to mass market their products. Bandai’s major market geographically is in Japan, where Gundam is popular and well known. As for products outside Japan: Dragon Ball Z, Sailor Moon and Power Rangers series of toys have stronger market.
A recent efforts from Bandai in gaining more market awareness of Gundam model kits and their customization of models is the Gundam Build Fighters series. The recent Gundam series in which children custom build their own Gunpla to battle in arena competitions. Bandai has promoted the idea that children are to be able to custom build their very own ideas through gundam model kits. Build Fighters is a series marketed towards creative children and young adults.
Those Gundam Guys. (n.d.). Retrieved October 11, 2017, from http://thosegundamguys.org/
Gundam Build Fighters. (2017, October 10). Retrieved October 11, 2017, from https://en.wikipedia.org/wiki/Gundam_Build_Fighters
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POST 4: SWOT
Strengths:
Affordable Price, Assembly marks these models kits at reasonably affordable prices compared to fully produced toys.
High Value product, High quality plastic kits make for easy customization and require no glue.
Iconic licensed robots and characters.
Weaknesses:
P-Bandai limited access globally. P-Bandai in the US has brought negative views to how it’s distributed. Often these P-Bandai exclusives are only available in key selected Japan retail stores and events. No online distributors or direct sales from Bandai. Thus the US Bandai community often must purchase through scalpers who would hike prices of the P-Bandai brand. Too long has Bandai ignored the issue of accessibility to international markets. So with each passing announcement of new P-Bandai products comes disapproval and malice from the international community for being ignored. The situation in general is representing bad Public Relations in the international market.
Limited Distribution, the model kits could only be found in limited locations, at most hobby stores who must order their supplies. One source of the supply chain Bluefin, a japanese toys distribution company.
Opportunities:
International access to P-Bandai. P-Bandai product limited runs do have a strong market, but access needs to be addressed. The possibility of distributing to more international stores & a choice to order online could resolve much of the issues which the international community finds negative.
Table-top war gaming? US and Europe carry strong existing demographic of model builders you play various table-top games involving customizing model miniature armies. Bandai with its resources could very quickly develop a product able to compete utilizing their design methods on models and provide a dynamic new way of custom armies!
Threats:
Model kits are a hobby and non-essential to living. If the economy suffers, it’s possible that sells of toys would decline.
Possible Controversy. Often these toys are centered on violent games and media, you’ll never know when politics will take a strong stance to object to such imagery in toys. Gundam follows themes of horrors of war. In light of recent events, animation with depictions of war may not be appropriate to promote currently. An example of violence and media, Mortal Kombat and it’s controversy of video game violence in the 1990s.
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POST 3: STRATEGY
Much of the products Bandai produces thru its toy lines are licensed images and characters taken from popular Japanese media. The target demographic is followers of comic books, manga, video games and animated Japanese features, aka “anime”.
Bandai toys deliver value by providing wonderfully designed toys at affordable prices. The model kits for example are toys in which the consumer assembles themselves, which is where the savings of the quality product originates. Bandai’s Gundam line allows for easy assembly. Requiring no glue and paint! And has multiple grades of kits for varies skills and ages. No consumer can be too overwhelmed with the higher level model kits when they could turn to simpler and easier kits to assemble. As the skill grade of the kit is higher, the more parts and detail is provided. Highest level of model kit Bandai provides is “Perfect Grade”, in which the model has full mechanical detail of the Gundam machines from inside and out. With detail and skill level comes a higher price.
Bandai sponsors events and appears at conventions and has their own retail stores. In these locations and events they would promote exclusive products, these are known to the Bandai community as “P-Bandai”, where “P” meaning “premium”. It is through these limited runs Bandai catches their attention of avid collectors of their Gundam model kits and other exclusives.
P-Bandai are often recolors, additions or modifications to existing model kits produced in limited quantities.
Bandai provides various models for wide range of consumers. From young creative types to the experienced looking for a detailed piece of work. By having their skill based kit system these model kits can appeal to a wide variety of people.
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POST 2: BRAND
Bandai Namco Group, widely known as Bandai, produces and distributes an astounding amount entertainment goods throughout the world. Propelled by the mission statement “Fun for the Future”, Bandai Brand of toys intend to excel at bring fun wonderful imaginations home pushing product excellence. Bandai of America’s product lines include licenses from Disney, Power Rangers, Godzilla, and many more. Bandai of America is only one small part of a company much bigger!
“The Leading Innovator in Global Entertainment”, no joke. Bandai Namco Group is huge, diverse in many industries. Categorizing their markets to Toys and Hobby, Visual and Music and then Network Content which includes video game publishing and sales. Not only does Bandai develop toys but they also create television shows as a means of promotion for products. By developing new intellectual properties Bandai creates it’s own competitive advantage over other merchandising toy companies and music distribution.
The Bandai Namco Group’s headquarters is in Tokyo, Japan. Annual net sales of 620.1 billion yen, that’s 5.58 billion dollars and operating profits 63.2 billion Yen, approx 5.68 billion dollars in profits!
Bandai Namco Group is so much more than I expected, and excited to learn more!
Bandai. (2005, June 04). Retrieved September 18, 2017, from https://en.wikipedia.org/wiki/Bandai Www.bandai.com. (2017). Retrieved September 18, 2017, from http://www.bandai.com/about/story.html
Bandai Namco Group Integrated Report 2017. (n.d.). Retrieved September 18, 2017, from http://www.bandainamco.co.jp/en/ir/library/pdf/annual/en_2017_integrated.pdf
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POST 1: BANDAI
I have chosen to cover Bandai as the brand for my marketing study project. I personally enjoy their Mobile Suit Gundam model kits but beyond the model kits they provide many entertainment products. I admire the Bandai Brand as they develop incredible toys. Their target market largely consists of those that watch Japanese anime. Bandai has been making a gradual push to establish a wider distribution to the western market. Alongside their toy lines they also publish and produce video games and animated television shows. Which they also merchandise items from the shows.
The giant robot series of Gundam models kits product line are amazing. You might even recognize them as creating toys for Power Rangers or even Dragon Ball Z. Over the years Bandai continually improved their toy design which I enjoy as an artist myself. Bandai encourages its consumers to even customize their Gundam models, also known as Gunpla, as they please. Bandai even sponsors model kit contests worldwide like Gunpla Builders World Cup! The Gunpla community is a healthy group of hobbyists that love to customize model kits who hope to share this wonderful hobby with everyone!
Join me as we explore and learn more about Bandai! Bandai. (2005, June 04). Retrieved September 18, 2017, from https://en.wikipedia.org/wiki/Bandai
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