Duncan Yoyo Marketing Plan

3213 Words Sep 21st, 2010 13 Pages
Ducan YoYo- Marketing Plan

EXECUTIVE SUMMARY

Duncan is positioned as one of the largest Yo-yo manufacturer in the world. The yo-yo boom has been decreased rapidly with the fast pace technology and the invention of more varieties of toys and games. Duncan new product “Yo-yo Light Keychain” is to be marketed in anticipation of its next comeback.

The aim of the Duncan is to maximise economic returns for the corporation by penetrating new markets while further establishing Duncan’s reputation for leading in quality and stylish yo-yos. Core competencies and strengths (such as the positive reputation of Duncan’s yo-yo quality products and the new launch of “Yo-yo Light Keychain” designed for children to be released in Australia) will
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In period of time, almost every kid in US had a yoyo. The yo-yo boom unfortunately ended when Duncan went bankrupt in the late 1960s, expensive lawsuit to protect the yo-yo trademark from competitors forced the Duncan family out of business. Flambeau Products, who made Duncan’s plastic yo-yo models, then took over the company and still owns it to this day (Duncan Toys Company A Division of Flambeau 2008).

One of Duncan’s successful marketing strategies was in 1995, TV advertisement with the "Video Boy" commercial which airs nationwide. Commercial positioned yo-yo as the more exciting option to video games and swiped the globe including Australia, Britain and Japan to become yo-yo hotspots. In 1997, Duncan enters into a licensing agreement with Coca-Cola, producing 18 different designs and in 2002, Duncan purchased the assets of Playmaxx Inc and officially securing its position as the number “one” Yo-yo manufacturer in the world (Duncan Toys Company A Division of Flambeau 2008).

In a fast pace technology world, yo-yo’s popularity among the kids continue to decrease with other substitutes of more advanced fun games and toys (ABC Transcript 2003). The Duncan name and trademark has continued to be marketed in anticipation of its next comeback.

2.0 SITUATION ANALYSIS

2.10 INTERNAL
Duncan is one of the biggest company’s producing yo-yos today and has been around for roughly 89 years as one of the leading

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