Slide Guide : 1. Sanrio is a company from japan, their core business is IP Licensing 2. Sanrio Product Development based on Japan Culture, Kawaii, means cute & Adorable. This culture (Kawaii) spread by Government to eliminate japan image (sadistic) from World War II. 3. Here the implementation of Kawaii culture on Japan. Some example show that kawaii is everywhere, public service, restaurant, word, cloth, etc 4. Here the picture of Shintaro Tsuji Set up Sanrio from 1960. At the first time, sanrio is a silk company. Then Tsuji expand the company into footwear company (sandals with cute design, like flower, mountain, etc). On the 1970, Tsuji decide to expand the company again, into character design company, and one of the succeed character sanrio created is Hello Kitty 5. Here some character design by Sanrio 6. start from 1970, in total Sanrio created 171 Character. 8 character that they have went into top 20 valuabel Intelectual Property in the world, and number 1 rank is Hello Kitty 7. Hello Kitty is one of the famous character than others. Hello kitty represent cute cat, and it design on 1975. The story of hello kitty not that smooth. This character need more than 20 years to succeed like now. Hello kitty start rising after Kahara Tomomi (Japan Famous Artist), say to public that she really adore hello kitty. Btw at first, hello kitty created to against snoopy (famous character from peanuts worldwide – New York) Tsuji believe that, dog only can defeated by their nature enemies (dog vs cat) 8. Sanrio developt more than 12.000 item product. 9. Here some item of sanrio. Then what make them succeed like this ??? 10. Sanrio have 3 core on developing character , Product Development, Marketing Strategic, and Product Proliferation. Product Development, Sanrio combine their R&D Department with their designer. Then their marketing team always focus how to win their business in japan. The rest is Product Proliferation, means Sanrio open from other company to sell their product, Sanrio want everybody easy to find their product everywhere. 11. Some of Sanrio Business : • Sanrio & Sega : Sonic kitty, Hello Kitty & Eva Air : With Hello Kitty branding, Their Profit increase almost 20%. • Francishing & subsidiaries. Sanrio open to company outsidfe Japan, to cooperate with them, selling Sanrio product. The marketing strategy of sanrio is that company not allowed sell only top product (hello kitty), they must sell all product of sanrio, but in small quantity. This strategy make people aroud the world aware about sanrio product , not only the top product. • Sanrio Corporate Social Responsibility. On 2005, hello kitty is the icon of Human Conscious : Join Life, Join Heart Campaign in Japan. Hello Kitty also ever be icon Japan Visit. • Speciality Sanrio : 1. Liscensing & Contract Negotiation 2. Inovation, Design, and Product Development 3. Local & International Marketing 4. Consumer Insight from their Researc

1. Sanrio

10. Kawaii
Product
Development
Product
Proliferation
Marketing
Strategic

13. Thank You, Hope You Enjoy It