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Thread
:
How Mattel is better than Hasbro
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07-28-2009, 12:25 PM
gunslingercbr
Banned
Join Date: Sep 2007
Location: Monrovia, CA
Posts: 12,065
Quote:
Originally Posted by
DPrime
However, you still haven't been able to convince me that there isn't a market for higher priced, quality GI Joe figures that Hasbro couldn't/shouldn't target, either by itself or by using a proxy such as Sideshow or the GIJCC - it's already being done to a certain degree, so why not take it to the next level? You say that (you believe) it's not in Hasbro's interest, because of competition, etc, to which I bring up Sideshow's 12" figures, and all you have to say is "well you don't know what you're talking about because I took marketing 101". Right, I didn't major in marketing, so please explain how offering higher priced quality 12" figures AS WELL as low priced retail 12" figures is any different from offering higher priced quality 3 3/4" figures online AS WELL as low priced retail 3 3/4" figures (and try to refrain from the veiled insults).
yes, there is a market, but it is a small market. Hasbro can license that out to companies that work in smaller volumes and higher price points, and who make a lot less money. Hasbro works in large volumes, minimal price points, and makes a lot of money. Hasbro would lose money on such an endeavor, even if they make a profit, because they could expend those resources on products that can generate a higher return. that's why it isn't in their business plan.
Mattel, at the moment, has no other option for some of their brands, like MOTUC. for them, what they make is better than nothing. for Hasbro, a 10% profit on such a line isn't worth it if they can use those same resources and make a 30% return. that's the difference. not that it isn't a viable or profitable avenue, just that it isn't the best avenue for Hasbro because they have success with their brands at retail distribution thus it isn't worth them doing on their own. so, when it comes to 25th style figures, Hasbro doesn't want to let someone else do that if they want to eventually make those products themselves (even if they never do), because then they would be competing with their own interest. that's why the collector club has to have their concepts approved by Hasbro, so in the case of this years Crimson Strike Team, which Hasbro has no interest in, they give them the green light. same with $100 12" figures. Hasbro is in the $10 12" figure business, so there is no conflict. and if you compare the two products side by side, it is evident they are completely different, even though they are both 12" G.I. Joe figures, and they target two entirely different markets, even if some consumers overlap into both.
ultimately, what it comes down to is that marketing is just a general term that encompasses multiple purposes. the most basics would be: concept/design of a product, create awareness of the product, and generate sales for the product. the question becomes, is Mattel doing a better job at that with collectors than Hasbro. I'd say no.
Concept/Design of a product - there's no doubt that Mattel makes products geared primarily towards adult collectors, while Hasbro attempts to do so while also targeting other market segments. but for the sake of argument, I'll give Mattel that, even though I'd still argue that just because it is their primary goal with some of their brands doesn't mean they are doing a better job at it.
Generate Sales - there is no doubt that Hasbro gets this nod. Hasbro's retail success with their collector driven brands is by nature of the beast higher than Mattel's online success.
Create Awareness - awareness doesn't necessarily turn into sales, but sales undoubtedly correlate to awareness. Hasbro's higher sales undoubtedly reveal a higher awareness of their products.
the MOTUC line doesn't target adult toy collectors as much as it targets MOTU collectors. you have to actively search out MOTU to be aware of it, while the 25th Anniversary line was splashed across retail shelves for years, creating awareness.
so, out of the 3 goals of marketing, Hasbro is doing better than Mattel. all Mattel is doing is creating concepts that are primarily geared towards adult collectors, but if that doesn't turn into sales or awareness/mass distribution, how well is that serving them. that's my point, not that there isn't a market at all for higher priced adult collectibles.
this message has been approved as insult free.
Last edited by gunslingercbr; 07-28-2009 at
12:48 PM
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