American Brand Crayola Chinese Market Promotion Strategy

This paper is an empirical study about how to make effectivemarketing strategy .Firstly, it is the introduction about the history of Crayola which isthe most prestigious brand of the kids art product in the world . Crayolawere the first kids crayons ever made, invented by Binney & Smith Co. in1903. Secondly, it is the theory about the characteristics of the childrenconsuming behavior and the experience marketing. Thirdly, afteranalyzing Chinese kids art product market, AM company which is theexclusive agent for the Crayola products in the mainland of China foundthat it exists enormous business opportunities. In order to be successful inChinese kids art product market, AM company must establish thepractical and effective marketing strategy for Crayola launch in China.Finally, the article shows that the key to obtaining sustainablecompetitive advantage for AM company is establishment of Crayolatheme park—Fun Center which consists of many famous kids brands inthe world.