From Niche to Mainstream: JELLYCAT Brand Positioning and Future Marketing Strategies

Jellycat, as one of the leading toy brands, has gained unprecedented attention in the global market in recent years. With the popularity of the Internet and the rise of new media, Jellycat's marketing strategy has evolved. In this study, the research team selected the vast Chinese market as a representative sample, and first conducted qualitative analysis - interviewed consumers of different ages, genders and cultural backgrounds, designed questionnaires based on the in-depth interview results, and then used quantitative analysis - conjoint analysis to conduct binary logistic regression according to the collected data, and explore the consumer preference of Jellycat, so as to carry out market segmentation and positioning. The study found that price, size and material had varying degrees of influence on the purchasing decisions of different Jellycat consumer groups (individual buyers, parent buyers, gift buyers). Based on these findings, the research team has made recommendations for Jellycat's future marketing strategy across multiple market segments that can be referenced by other toy companies.