5.1 Product Name
Pyssla Beads
5.2 Product Classification
Pyssla Beads is a non-durable, fusible plastic toy beads categorized as shopping goods targeted to kids.
5.3 Product Characteristics
- Designer - Nike Karlsson
- Price - RM25 per box
- Colours - 10 mixed colours in a box
- Materials - Polystyrene plastic, 100% cotton
- Frame - Steel, Nickel-plated
- Customer Benefits
- Solar cells transform sunlight into electrical energy
- requires no electrical connections - Recommendations - For ages from 4 years. May be completed with PYSSLA bead shape / peg boards set of 4 (RM17 per set)
- Environment - Special waste handling required
5.4 Distribution
This product is distributed directly and eclusively to IKEA under the IKEA Children product range.
5.5 The Brand
Pyssla Beads is one of the many toys made for children, released under the Children IKEA product range. Children and other people that are interested in making beads craft can produce their own beads creation through 4 steps: arranging the beads on peg boards, ironing the beads, iron it again on the other side and take the beads off the peg boards surface. In Malaysia, Pyssla Beads can only be found in IKEA.
5.7 Life Cycle
5.8 Brand Image & Implication
Pyssla Beads is overshadowed by other toys under IKEA Children. Not many people notice the existence of the beads or even know what the beads is used for. That is why Pyssla Beads sales is still on the growth.
5.9 SWOT Analysis
5.10 Competitor Analysis
Other fusible plastic beads such as Perler Beads and Hama Beads can only be found online. Pyssla Beads are only up against indirect competitors that are quite different from the characteristics of Pyssla Beads.
5.11 Consumer Analysis
5.11.1 Consumers Demographics
- Age - Mainly 4-12 years old
- Marital Status - Single
- Gender - Female
- Education - Primary School students
- Occupation - Students
- Income Range - Parents who are in middle income people from RM2,000 to RM5,000 a month
5.11.2 Consumers Psychographics
- Perception
- Thinks that creative product like Pyssla beads should be made known to the public
- Thinks that Pyssla Beads can be added as a great new addition to their beads creation - Learning
- Understand the importants of buying children safe products - Motivation & Needs
- Loves colours and minitaure stuff like Pyssla Beads - Looking for a new unique beads to add to their beads creations - Attitude & Personality
- Likes crafting and making hand-made products
- Likes trying on new things - Lifestyle - Trendy
5.12 Unique Selling Proposition (USP)
Pyssla Beads is the only fusible, non-toxic plastic toy beads that can be transformed into many functions of fashion accessories.
5.13 Positioning Statement
Pyssla Beads can be used to be made as various fashion accessories by arts and craft lovers no matter how old they are.
