Otaku Mode is developing its business in many fields including online shopping, cafes, education, and 3D singers. Its marketing plan from 2015-2017 focuses on internet marketing to target teenagers and young adults. Key aspects of the plan include opening more cafes, establishing an online academy, organizing online competitions and events, and promoting through social media pages and YouTube videos featuring 3D singers. The plan aims to strengthen Otaku Mode's position amid increasing competition in the anime and manga market and to expand into new markets like the US and Thailand.

1. Marketing Plan For 2015 – 2017
Member: Phạm Đình Phương (1358047)
Hồ Lâm Nguyên Vỹ (1358078)
Lê Minh Nhật (1358040)
I. Executive summary:
Otaku mode group is developing and widening in many fields. Otaku mode company is a
company which produce and sell product about anime and manga. In 2015, Otaku mode has
opened many kind of business and make a big marketing plan which special is use internet for
marketing . For example:
_ Otaku mode has opened many coffee shop which follow anime style such as Dreaming Maid
coffee in Akihabara, Otaku coffee in Tokyo, Bunny coffee in Tokyo…
_ We also established Vantan Academy in order training about cosplay, anime and manga.
Student can study online.
_ Beside that, Otaku mode will organize many competitions and spectator can vote on internet.
…
Main target is teenager (from 12-17) and young adult (from 18-24). Of course, The strategic
business location is Akihabara or it‘s usually call “Otaku ’S heaven” and we will widen at
Tokyo. Otaku mode also introduce new product on our website. Special, we will organize events
for customer such as: promotion, lucky draw, mini game, big sale… and they will get special
prize. Along with, Anime and Manga are developing quickly and Otaku community develop
more and more. Many anime and manga company have occurred and increased competition on
the market. Although Our revenue is stabilizing, it is predicted decrease slightly in next year
because of increasing competition of the market. That is the reason why Otaku mode make this
marketing plan. We focus on internet marketing because our main target is teenager and young
adult who usually use internet and shopping online is very popular nowadays. The purpose of
this marketing is introduce the news things of Otaku mode and find the new market special US
and Thailand where Otaku community is developing very strongly in these countries.
II.SITUATIONAL ANALYSIS
 Company

2. Otaku mode was established in April 2012, and headquarter in Tokyo, Japan. Otaku mode started
the business from a shop online with the link: http://otakumode.com/. At the beginning, Otaku
mode sell handmade product about anime and manga. This is a hard period because anime and
manga still not develop and spread. Moreover, Buying online are not popular at this time and
Otaku mode’s marketing strategy wasn’t effective. These things lead to losing profits.
In 2005, Otaku mode tried to make some new things in order to rising revenue. Otaku mode
realized an internet marketing strategy. We registered a channel on Youtube because Youtube is
very popular at this time and the cost for this marketing is very low. We upload video about
anime culture, some simple method to make handmade product at home. The result was very
good. Many people have known us both Japan and other countries. Otaku mode channel had
64,885 subscribe. After that, Otaku mode added more products involve anime and manga.
Example:
_In 2006, Otaku mode started to sale special episode, OVA, ODA, of anime and manga with
many genre such as: harem, light novel, visual novel, shounen, tragedy … And we sold more
than 500,000 copy.
_ At the same period, Otaku mode opened fashionable shop on the internet. Our shop sales many
things with the print art of anime and manga characters. These products are very favourite. Our
profit increase from -$50,000 in 2004 to $1500000 in 2006.
-200000
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
2002 2003 2004 2005 2006
Profit from 2002 to 2006
Profit from 2002 to 2006

3. Otaku mode is very successful with internet marketing strategy. However, Otaku mode have
some problem when Anime and Manga market started high competition. It influences Otaku
mode’s market share.
 Strengths:
Otaku mode are more popular from 2007 with the successfulness of marketing on Youtube. Main
field of Otaku mode is Internet service, Internet media.
Otaku mode website are not only an online shop but also an online magazine like BBC online,
Fashion online… We have a news about Anime and Manga’s world in every countries. This is
different thing with other shopping web. It attract customers and PR for Otaku mode. Bounce
rate is very low ( about 17%) and visit rate very high( 1,000,000 per day)
Beside that, Otaku mode have widened in many field: Service, Commercial, Entertainment,
Education… And almost everything involve internet. Example:
_ Otaku mode established an Academy and student can study online.
_ Otaku mode opened many coffee shop and customer can order online.
_ Otaku mode cooperate with many other companies and organize events. We have realized
many internet marketing plans through by events. The most successful event is Hasune Miku’s
Concert in 2012. We cooperated with Crypton Future Media and sale the ticket of concert on our
website and use our channel on Youtube live reporting the concert. We sold 10,000 ticket and the
view on Youtube is more than 22,000 views. This event helped Otaku mode is known more and
more not only in Japan but also all the world.
Otaku mode Channel on Youtube Otaku Mode Fashionable shop
online

4. _ Social network is a perfect tool for marketing in this period. Therefore, Otaku mode registered
fan pages on Facebook, Twitter, Google + … The number of like and subscribe are more than
17,000,000 likes.
 Weakness:
One our strength is our weakness too is we invest too many field. That thing lead to chaos in
control business and marketing.
Although Otaku mode fan pages have more 17 million likes, the customer active on page is not
too much. A post usually have about 1000 comment and about 500 comment involve the
products.
Crypton Future Media didn’t allow their 3D singer to perform in 2014. This is really bad thing
because Otaku mode will lose revenue from sell ticket and the number of view on Youtube will
decrease.
 Opportunities:
There are many opportunities come to Otaku mode. The first thing is number of otaku
community are developed more and more. According to survey of Soul magazine ( a famous
anime magazine) The number of otaku all the world is more than 1 billion in more than 90
countries. Majority Otaku concentrates in the countries where technology is very developing. It’s
very convenient for internet marketing and selling of Otaku mode because majority active of
Otaku mode through by internet.
Next thing, One of main competitors of Otaku mode is Anime Ghibli was closed. This is the
most important advantage because Ghibli is the biggest company about anime and manga and the
internet marketing is stronger than Otaku mode very much. Along with this important thing,
Otaku can invite talent artist and marketer from Ghibli.
News in Otaku mode’s website Fan pages of Otaku mode on Facebook

5. Although Otaku mode lost an important corporation is Crypton Future Media. However, We are
developing an orders 3D singer with moe face, sexy, beautiful voice and we also buy three 3D
famous singers from Crypton Future Media is Len Kagamine, Rin Kagamine and Kagame Luka.
These 3D singers will perform on our channel on Youtube and advertise the product of Otaku
mode. It is predicted will help Otaku mode channel increase views on Youtube and bring many
benefits for internet marketing strategy.
 Cultural, Social, Economic Environment:
Anime and manga culture has developed for 50 years and special is the development of Otaku
community. Although It is prevent from the protest of many people, It’s still develop stronger
and stronger. Moreover, The development of technology and internet also help for development
of anime and manga.
Anime and manga culture also spreads many countries. That thing helps anime and manga
companies widen market.
Anime and manga is a special field and it have many different from other kind of business.
Although Economy of world have many difficult period special is Economic Crisis period.
However, Anime and Manga market is not influenced too much. Anime and manga’s not just
tool for entertainment. It’s a part of Otaku life. They can’t live without anime and manga. This is
spirit life of them. Along with the strong development of otaku community, The anime and
manga market be always animated.
III. Competitive analysis:
Anime and manga market is always high competition both selling and marketing. Otaku mode
has many competitors. One reason is we invested in many field. Each filed have different strong
or weak competitor. Some competitors are very strong financial and potential such as: Ray
company, Bandai entertainment, Anime eigo, Funimation entertainment, Daisuki, Sunrise,
Aniplex, and Ghibli. Ghibli is biggest competitor of Otaku mode but they close without reason.
_Online shop:
AnimeStuffStore is a very strong competitor. Their product is also handmade and very like with
many beautiful and unique models. They also sale many thing same as Otaku mode with low
price. That thing lead to a war of price and quality between Otaku mode and AnimeStuffStore.
However, Otaku mode have a better marketing strategy. And advertisement on Youtube with 3D
singers helped us win them.
_Anime and manga: Otaku mode produces and sell anime and manga with type that many otaku
very like at the moment such as: harem, shounen, action, ego, slice of life, tragedy, school …
However this is very hard in order to compete with the “Big Boss”. Bandai entertainment
dominates action anime with Gundam series and School of the death. Funimation entertainment
dominates harem and romantic anime with Clannad and Toradora. They always have high rank

6. and it will help marketing for next product of these companies. Otaku mode will produce a
shounen anime. This kind of anime is very liked and the competition’s not high.
_Coffee shop:
In Japan or many order countries in the world, There are many coffee shop with anime and
manga style but each shop have each oder marketing strategy. Otaku mode is very successful in
marketing strategy. Our staffs are very lovely and beautiful in anime and manga cloth and the
unique marketing. is customer can order drink or food online on our website and they can pick
delivery staff. The staff will wear like in anime and manga and deliver drink and food for
customer.
Education:
Education is always low completions. Otaku mode has Vantan Academy. Vantan Academy have
major about: design, cosplay, Manga art, Anime art… Vantan also have some strong competitors
is Fuji tech and Digital Hollywood University.
3D singers:
Otaku mode bought 3 famous 3D singers and developed some new 3D singers. We are
confidence. We are the strongest in 3D singer market.
Ghibli is the biggest company about anime and manga in the world and also biggest competitor
of Otaku mode. Ghibli declared close in 2014. That thing help Otaku mode have more market
share on anime market.
IV. CONSUMER ANALYSIS:
Otaku mode has 3 target segmentation consumers:
Children (ages 0-12): Children usually like characters lovely, funny or represent for good thing
such as: Doraemon, Superman, Gundam, Maruco… Otaku mode also has the advisory online for
parents about how to develop your baby’s intelligence and personality. We wil introduce our
product such as dummy, anime for children, manga for children…
Teenager (ages 12-17): In fact at this age usually have some feelings about like someone may be
same or different gender. Anime and manga like a friend and they can see them through by
character in anime or manga. We always have free anime and manga on our website for them
with purpose marketing for special product such as: when a teenager watch an anime, he/she
very like this character and he/she can buy dummy of this character with shop online is
integrated.
Young Adults (ages 18-24): This is potential customers because we don’t need marketing too
much in this age. We just need upload trailer or information of a new anime or a manga on
Youtube, magazine online… The popular kind of anime and manga are Harem, Hentai, Eroge,
Shounen… It focuses about love and sex.

7. V.Product:
Otaku mode is in the business of online shop, internet service, internet media, education… Otaku
mode started with selling handmade product online. After that, Otaku mode widens in other
fields with the diversity about kind of goods, models … In different fields have different type of
goods.
 _Online shop:
Collectables: These are handmade product. Our products are very liked by teenagers and young
adult. We usually introduce product on our fanpage on social network special facebook. Our
product has the diversity with wide choices. Otaku mode online shop also has many unique
things. Collectables includes: Dummy of anime and manga character, keychain, stuffed animals,
pen, pencil.
Collectables: Dummy,
keychain, stuffed animals

8.  Art print: These are picture, photo, portrait of anime and manga character. They are used
for decoration on paper fan, diary book, notebook… These things are very liked by otaku
girls.
 Books and videos: These are special chapter of manga and anime such as OVA, ODA or
short anime, video about concert or event of 3D singer and anime magazine.
Art print: Portrait and Paper fan
Special episode of anime, and
magazine

9.  Smartphone: Otaku mode sell many things in order to decorate for your smartphone such
as: shell, skin… Customer can order online. Our staffs will come to your home and help
you decorate your phone (limited area: Akihabara, Tokyo).
 Visual novel: Visual novel is like more and more because the new method play game and
player can feel they are character in the game with many option. Sometime, the end isn’t
like in anime.
Products for Smartphone
Two famous game type visual novel

10.  Fashion online shop: Otaku mode sell products about fashion involve anime and manga
such as: T-shirt, eyewear, Eyewear. Bags & Wallets, Cosplay, Shoes, Accessories, Tote
Bags, Socks & Tights, Underwear, Nail Art, Others. Cosplay is always the best selling
product. Customers can buy online and they can pay by any international bank card.
 _Coffee shop: Otaku mode opened coffee shop follow anime and manga style. The
interest thing is customer can order drink or food online on our website and they can pick
delivery staff. The staff will wear like in anime and manga and deliver drink and food for
customer.
 _Vantan Academy: Officially operational since 1/1/2015, this is a short-term training
courses are open at the Academy of Design Vantan, a place that specializes in vocational
training in the field of design - the most prestigious beauty in Tokyo, Japan. The student
can study online with professional trainers.
Cosplay and Nail Art
Maid cafe

11.  _3D Singer: Otaku mode bought 3 famous 3D singers from Crypton Future Media. We
will use them for advertising actives on Youtube, organize concerts and sell ticket online.
VI. Place:
Otaku mode’s products are sold in the place where Otaku community is developing strongly and
high technology such as: Japan, USA, Thailand, Australia, Malaysia… The main market is Japan
because is cradle of anime and manga. Otaku mode opened normal shops and cafes in Akihabara
and Tokyo. Tokyo is the best developing city about technology and Akihabara is called “Heaven
of Otaku”. Vantan Academy was located in Akihabara.
Otaku mode also wants to widen area at other countries. Our website is very popular around the
world so internet marketing will be easy if we want to find and attend in any other markets.
Active in Vantan Academy
3D singers: Kagamine Rin and
Len, Megurine Luka

12. Otaku mode will open more coffee shops with anime and manga style at order countries.
Otaku mode also organizes the cultural event, the Anime and Manga fair at many countries such
as: Singapore, Hong Kong, China, Thailand, Vietnam…. These events will be reported on our
website and fanpages and some online newspaper of each country.
Otaku mode will redesign website. Our website will follow each country. Example: You want to
buy skin of smartphone but you don’t know how to use it. Our staff can help and it won’t be
limited area in Akihabara and Tokyo. It will be widened.
VII.Promotion:
Otaku mode will have promotion for customer in marketing strategy:
_Otaku mode will have big sale in special occasion such as: X-mas, Easter, Thanksgiving, Black
Friday, Independent Day…
_Otaku mode will apply Basic Member, Silver Member, Gold Member, Platinum Member, VIP.
Basic Member won’t discount, Member Silver 2% discount, Gold Member 5% discount,
Platinum Member 7% discount, VIP 10% discount. In special customers member from member
silver will discount double.
_The customers who buy the first time in Otaku mode will be discounted for first buy is 25%.
_Each month, Otaku mode will organize lucky draw online with many price such as: Special
product, Voucher shopping…
_The big price for 300000000th customer.
_Customers when order coffee shop online and register online course of Vantan Academy will
be discounted 5%
_Otaku mode also organize event and concert and sell ticket online. The participant will have a
number when they buy a ticket and we will chose a lucky number in the concert or anime and
manga fair. The price will be very big: Special product with value more than $500,000,
Scholarship of Vantan Academy, Voucher shopping…

13. _Otaku mode will discount 20% in every product online when Otaku celebration start.
_Otaku mode aid organize the league about e-sport such as: League of Legend, Dota 2, Starcraft
2… We will have price and discount for player and spectator when they participate event.
Luka concert
Otaku celebration at Akihabara
Dota international

14. VIII. Price:
Price is a big problem with otaku mode when we have a war price with AnimeStuffStore. Cost
for a our product is high. Some people can think Otaku mode’s product too expensive. However,
Good value is the important thing. High price high quality.
 Online shop: There are many price for products in collectable. It from $5.99 for keychain
or stuffed animals to more than $100 for dummy of anime and manga character. The ship
will be free.
The special product may be more than $1000.
The Dummy with price is $105.99 Keychains with price is $5.99

15.  Vantan: Academy: Each student will take about $ 5,500 and spent time training in the 3
months to 12 hours per week to receive a certificate of professional cosplayer. The fee of
Vantan Academy is lower than other universities about design and cosplay.
 Coffee shop: will set follow the market.
IX. IMPLEMENTATION:
We will divide into 4 periods:
 _From September – November: Otaku mode will focus marketing for Vantan Academy
and Coffee shop. We will organize discount program for student. The student of Vantan
Academy will be discounted 50% in every coffee shop of Otaku mode.
 _From December - February: Otaku mode will focus marketing for online shop and
organize the concert, event for X-mas, New Year and selling ticket on our website.
 _From March – June: Otaku mode will focus marketing for online shop on facebook and
Otaku channel on Youtube.
 _From July – August: This is time of Otaku community. And Otaku celebration will be
organize in August. Every marketing active will be push up maximum except education.
Estimate cost and revenue Otaku mode can earn profit is: $2 billion.
Although dummy has price more
than $1000. Black swordsman was
out of stock.
Another product with price is $1511.99