Subject:
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Re: Question on Ep. 2 set releases
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Newsgroups:
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lugnet.market.theory
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Date:
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Wed, 13 Feb 2002 19:43:01 GMT
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Viewed:
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900 times
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I would be very surprized if the EP II stuff does NOT show up in the retail
stores, especially in time for christmas shopping. I imagine they will not
show up right off the bat in order to generate demand. This is what's called
"pull" marketing strategy. They aim the product directly to the consumer,
who in turn start demanding it from the retailers, who go to the
wholesalers, who in turn then go to the selling company. This way, they
don't have to "push" the product through the wholesalers.
In lugnet.starwars, Andrew Burt writes:
> I'm posting this for question feedback and/or discussion. Has anybody
> considered that a larger portion of the Star Wars line will not be offered
> through the regular retail chains?
>
> From a business perspective, why would Lego want to sell very popular sets at
> wholesale when it can sell through their own distribution channels at retail?
>
> Retailers definitely want product to sell, so the company has previewed a good
> selection of toys for that market. Offering product to Wal-Mart, Target,
> Zellers, etc... is good for volume, but can the company profit just as much by
> selling at retail prices through the web-site and telephone orders?
> If the current Shop@Home exclusives are doing great, I'm assuming they could
> accomplish the same success with a wider variety of sets (especially SW Ep2).
> "You buy a set off the shelf, get all excited, open the box, find an insert
> showing more stuff not available at regular retail, get all excited for a
> second time, rush to the computer with your credit card..."
>
> I hope I'm totally off base since Zellers BOGO sales are the only thing that
> has allowed by collection to grow and buying sets in USD is just no fun for us
> Canadians. Just wondering if anybody else has had similar thoughts/fears.
>
> Thanks.
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Message has 2 Replies:
 | | Re: Question on Ep. 2 set releases
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| (...) <snip> New product will generally show up in stores when the stores do stock/shelf resets. WM, KM & Target generally do one during late Aug or Sept. That is the big pre-christmas reset. WM (and KM I suppose) will do minor stock movement (...) (23 years ago, 13-Feb-02, to lugnet.market.theory)
| | | Re: Question on Ep. 2 set releases
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| (...) I would expect EP 2 stuff to hit the retail shelves to coincide with the movie release. That way any EP 2 advertising sells both the movie and the merchandising in one hit. However, there would be no reason not to sell it at S@H prior as (...) (23 years ago, 15-Feb-02, to lugnet.market.theory)
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