Date of Defense

12-7-2016

Date of Graduation

12-2016

Department

Marketing

First Advisor

Miriam Coleman

Second Advisor

Zahida Luqmani

Keywords

marketing, licensing, international marketing, Hello Kitty, Sanrio

Abstract

Hello Kitty’s success is unique in that the character is popular across the world and has been popular for decades. This paper seeks to determine how Sanrio has gained and maintained success in both the United States and Japan despite their differences in consumers. I will explore the differences and similarities in marketing strategies employed in each country. I develop themes that attempt to explain the success of marketing techniques unique to each country as well as marketing techniques that worked for both countries.

After exploring the reasons behind marketing success in each country, I determine what Sanrio could do to maintain and grow the Hello Kitty character’s popularity. In this section, I develop a few detailed strategic options that the company could take in the future.

Access Setting

Honors Thesis-Open Access

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Marketing Commons

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