Paper Topic:

Neo Pets Global Marketinfg Case Study

NeoPets , Inc . was established in 1999 and is a free virtual online world which targets the youth . It creates an interactive world for its users where they own virtual pets , play games , trade imaginary items , interact with other NeoPets customers (Schnuer , 2005 ,

. 1 . The customer base is about 178 million who own virtual pets and play online games through the site . The page is available in 11 languages with close to 867-plus billion page views . The primary revenue is derived from the advertisers and through the merchandise sales (those inspired by the

characters on the website . Immerse advertising is applied , where the message is communicated through the games and activities online

QUESTIONS

1 . The past has witnessed many successful children 's products like Ninja turtles or Hula Hoops lose popularity and turn into a fad . However NeoPets can prevent the same by maintaining its strategic marketing course of action . The marketing orientation should be focused on the target market and product diversification . Since the primary target audience is the youth , NeoPets should keep adopting innovative methods and adding creative contents . The website should add further puzzles or games to engage the attention of the users . The characters seen on the site can be introduced as toys or be a part of a movie /video game in the future , to increase their popularity among its users (Wingfield , 2005 Neopets , Inc . is already making initiatives on these lines and is in talks to develop video and cell phone games (p . 1...

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