Computer Friendly Stuff Establishing a

Computer Friendly Stuff Establishing a brand with a toy that is easy to copy is a difficult challenge. First, there must be some method of differentiation that the organization can use, despite its duplicability. As an example, Beanie Babies have many competitors making similarly sized, often similarly shaped, bean-filled animals, however, the trademark heart-shaped tag, poem, and other labeling has set Ty apart, along with its limited production of its animals that enhances the demand for their toys.

Branding, in this instance, means the difference between having a product that may be purchased by a consumer at a retail location and one where a consumer specifically seeks out the product for purchase. In CFS's marketing plan, the organization identifies three products: Computer Bug, Monitor Morphs and Chubby Stubbies. As a set of young products, they are in the first two stages of the product life cycle. The four stages that typify the product life cycle are: introductory, growth, maturity, and decline.

The Computer Bug was the organization's first product. However, it is still a relatively young product, and as such is in the growth stage of the product life cycle. In this stage, CFS is working to build its brand preference and increase their market share. Focus is on maintaining product quality while adding additional features, such as Mac versions. Pricing is stable, distribution channels are being expanded, and promotion of the product is being increased to market the Computer Bug to a larger audience.

Monitor Morphs are at the very beginning of the growth stage and are just exiting the introduction stage. CFS is still building its product awareness and distribution is still limited. However, pricing has stabilized and marketing is aimed at mainstream demographics. CFS' last product, Chubby Stubbies, is at the very early phase of the introduction stage. The company is still working on test marketing, and building product awareness to develop a market for this product.

Product quality still has to be established, and it is uncertain if intellectual property protection, such as patents and trademarks, have been secured yet or not. Pricing has yet to be determined, and the organization may wish to garner market penetration with a low pricing strategy, or they may need to utilize high skim pricing to recoup some of their development costs, given their limited financial resources. Distribution will be limited until consumer acceptance is certain, and promotion will be geared towards building brand awareness and educating potential buyers. 3.

When considering next year's marketing plan, CFS may wish to implement a more efficient method of analyzing its new product development process. The current screening method of new.