Case Analysis of Jellycat’s Marketing Strategies Based on the 4p Theory

No.2 High School, Qianjiang, Hangzhou, Zhejiang, 310000, China

^* Corresponding author: 1809040313@stu.hrbust.edu.cn

Abstract

As of July 2024, there have been more than 610,000 notes on Jellycat-related topics on XiaoHongShu and the number of views on related topics on TikTok is as high as 800 million. Jellycat gained a very high brand awareness in the Chinese market. Jellycat’s emotional promotion and its marketing methods will be analysed. Firstly, Jellycat’s product design employs the personification and creative inspiration of common items. Jellycat’s anthropomorphic toys assist consumers experiencing stress and solitude during their social development by fostering emotional connections. Secondly, Jellycat harnesses the power of social media influencers to bolster brand recognition and foster customer loyalty. Due to the large amount of traffic and social media awareness achieved through comprehensive cooperation with key opinion leaders, the Jellycat brand has a large number of followers on various social media platforms and enjoys a strong preparation for consumers to buy its products. This article suggests that brands should officially institute social media forums to reinforce these emotional bonds, enhance customer engagement, and bolster brand loyalty.