Chapter 7: Business Marketing

      Because of the characteristics, Sanrio often offers products for its consumer more than business. Instead, Sanrio is the customer of business markets. An example is business service that Sanrio signed with World of Licensing in August this year in exerting itself to open their market in African and East Asia. This is a part of their global marketing strategy. The licensing service included: 

• Licensing consulting and contract negotiation
• Innovation, design and product development for retailers, distributors and manufacturers 
• Local and international marketing and design support
• Insight gathering and consumer research to drive potential innovations and marketing strategy to ensure the best returns for the licensees investment.

Sanrio also sells their products to other businesses, such as big wholesaler and retailer Walmart, K-mart etc. Brand of Hello Kitty was sold to Forever 21 to create new collection of clothings and assessories earlier July this year.