Look out Mickey Mouse, the Russian Smeshariki are going to Market
2011; Emerald Publishing Limited; Volume: 7; Issue: 2 Linguagem: Inglês
10.1108/tcj-07-2011-b002
ISSN1544-9106
AutoresIgor Gladkikh, Сергей Старов, Edward W. Desmarais, Gavriel Meirovich,
Tópico(s)Digital Games and Media
ResumoThe case describes the popular Russian children's animated TV series named the Smeshariki , its parent company (Marmelad), the domestic animation industry, and the principal international rivals and their respective animated products and/or services. The series' success led to the organic growth of vertically and horizontally related business units. Marmelad's business units' scope included producing more than 200, six and one-half minute episodes of the Smeshariki, branded children's products (e.g. educational games), granting licenses to manufacturers, establishing a network of kindergartens, and licensing the Smeshariki animated series to exhibitors in international markets. Key issues the company faces include: brand management for the Smeshariki and Marmelad, domestic and international competition in the Russian animation industry, and the need for professional management. The case provides instructors with a range of options including a holistic marketing case, or one that concentrates on focused marketing issues (i.e. all or parts of the marketing mix, brand architecture, brand equity and brand management).
Referência(s)