Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Tabla de contenido
Mattel Company.............................................................................................................1
Brand: Hot Wheels..........................................................................................................2
Producer:........................................................................................................................3
Wholesalers of Hot Wheels in Mexico:............................................................................3
Retailers.........................................................................................................................4
Packaging.......................................................................................................................4
Material and Quality.......................................................................................................5
Consumer........................................................................................................................6
Segmentation of Hot Wheels in Mexico...........................................................................7
Trend about Hot Wheels.................................................................................................8
Prices..............................................................................................................................9
Economic Impact.............................................................................................................9
Nowadays.....................................................................................................................10
Conclusion.....................................................................................................................10
References....................................................................................................................11

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Mattel Company

Mattel, Inc. is an American toy manufacturing and distribution company, founded in

1945 by Harold Matson and Elliot Handler. Among its most popular products are
Barbie, Hot Wheels, Monster High, Ever After High, Max Steel and Masters of the
Universe.

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Brand: Hot Wheels

Hot Wheels is a brand of scale toy car line from the American toy firm Mattel,
introduced in 1968. It stands out for its original designs and details on the cars.

As Hot Wheels' intention to create a line of highly detailed, well-finished scale cars
took shape, Mattel executives decided between two proposed names: Hot-Rod and
Big Wheels. The decision was Solomonic and the name chosen for both Hot
Wheels.

Producer:
The Producer of Hot Wheels is Mattel.
The production lines in Mexico are in Monterrey, where Barbies, Hot Wheels, Mega
Bloks, Fisher-Price and accessories are also produced.
So far 6 billion units have been produced, Mattel produces almost 17 Hot Wheels
per second and about 519 million per year.

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Wholesalers of Hot Wheels in Mexico:

 DiDiMax (a Division of Juguetimax SA de CV) is a distribution and
wholesale company of toys and collectible products.
 Bondy Mega Comercial is a distribution and wholesale company of toys and
collectible products.
 Denovedad Mexico Toys.

Retailers
 Juguetron
 Comercial Mexicana
 Walmart (Juguetilandia)
 Sams Club
 Soriana
 Amazon
 Liverpool
 Sears
 Sanbors
 Mercado Libre
 Bodega Aurrera
 Coppel
 Juguetibici

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

 Chedraui

Packaging
PACKAGING OR BLISTER

The characteristics that identify the model. They are found in catalogs or on the packaging. 3
Model name BLISTER CARD WJWMPLO 1

 Model series (EACH YEAR HAS THE EXACT AMOUNT OF THE MAIN WINDOW IN THIS CASE
IN 2015 IT IS 250 EXAMPLE 2017 AND 2018 THEY ARE 365)
 Model sub-series
 Manufacturing number
 Number in the series
 Collection number (IT IS THE NUMBER THAT CORRESPONDS TO ITS MANUFACTURE).
 RECOMMENDATIONS THAT REMIND US FROM WHAT AGE IT CAN BE MANIPULATED,
 QR CODE

Features of the model itself Through this information it is possible to search catalogs to obtain the
previous information. Variation of any of the characteristics below identifies the model as a
variation.

 Body material
 Chassis material
 Body color
 Chassis color
 Crystal color
 Interior color
 Wheels
 Decals
 Copyright Year
 Country of manufacture
 Other

Material and Quality

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Hot Wheels is a popular brand of die-cast toy cars produced by Mattel, Inc. The
material and quality of Hot Wheels toys in Mexico are generally consistent with
those sold in other markets worldwide. Here's a brief overview:
Material: Hot Wheels cars are primarily made from die-cast metal, with plastic
parts used for details such as interiors, spoilers, and accessories. The wheels are
typically made from plastic or rubber, depending on the specific model and series.
The materials used are designed to be durable and withstand rough play, making
Hot Wheels toys suitable for both indoor and outdoor use.

Quality: Hot Wheels is known for its attention to detail and quality craftsmanship.
The cars feature intricate designs, realistic paint jobs, and accurate scaling,
appealing to both children and adult collectors. While there may be slight variations
in quality control from batch to batch, Mattel maintains high production standards to
ensure that Hot Wheels toys meet the expectations of consumers in Mexico and
around the world.

Consumer
Hot Wheels' primary target consumer was young children, ages two to eight, and
those who used the products the most were children ages three to five.

Being a children's toy brand, Hot Wheels has a target audience of children
between 3 and 8 years old, this is because the youngest range is children from 3 to
5 years old and the intermediate range is children from 6 to 8 years old who They
are in full decline stage. Children from 3 to 5 years of age would be an important
target for the brand, since the minimum age to use these toys is 3 years, in
addition to the fact that within the range of 3 to 5 years of age they already begin to

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

use new ones. toys, so it is important to position yourself when they are younger to
achieve greater recall in the future. Likewise, children from 6 to 8 years of age are
extremely important, but in the same way it is difficult to maintain loyalty with the
brand, since being in one of the key stages of growth, there is a greater possibility
that the brand will be easily forgotten and be replaced by another. In the same
way, Hot wheels considers children aged 8 years and older, since these are
usually children who have bought and played with the brand before but still have it
positioned in their minds and constantly remember it. , so there is a probability that
they will feel attracted to the launch of new products. In addition, they are children
who are more up-to-date and know how to use different technological devices. On
the other hand, there is also the small niche of adolescent or adult collectors who
are dedicated to acquiring pieces of the Hot Wheels brand limited past and new
seasons as a hobby. Therefore, they are always on the lookout for new releases.

Segmentation of Hot Wheels in Mexico

Demographic Segmentation:
• Age: Hot Wheels primarily targets children aged 3 to 12 years old, but also
has a segment of adult collectors.
• Gender: Historically, Hot Wheels has been associated with boys, but there's a
growing segment of girls interested in the brand as well.
• Income: Hot Wheels products are typically affordable, appealing to families
across different income brackets.

Geographic Segmentation:

• Urban vs. Rural: Hot Wheels products are more prevalent in urban areas with
better access to retail stores and distribution channels.

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Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

• Regional Preferences: Preferences for specific types of Hot Wheels cars or

tracks may vary by region within Mexico.

Physiographic Segmentation:

• Climate: Hot Wheels products are suitable for both indoor and outdoor play,
so climate may not be a significant factor in segmentation.
• Altitude: There might be slight variations in preferences based on altitude, but
it's unlikely to be a primary segmentation factor.

Behavioral Segmentation:

• Usage Occasion: Hot Wheels are often purchased as gifts for birthdays,
holidays, or simply as rewards for good behavior.
• Loyalty: There's a segment of loyal collectors who actively seek out rare or
limited edition Hot Wheels cars.
• Buying Behavior: Some consumers may prefer to purchase individual cars
while others may prefer sets or tracks for more immersive play experiences.
• Online vs. Offline: Preferences for purchasing Hot Wheels products online
versus in physical stores can vary among consumers.
In Mexico, each of these segmentation factors can play a role in understanding and
targeting specific consumer groups. Marketers can use this segmentation
information to tailor their marketing efforts, product offerings, and distribution
strategies to better reach and serve the diverse audience interested in Hot Wheels
products.

Trend about Hot Wheels

The reason for this celebration was started on TikTok by the user named Alejandro
Rodríguez. This character, who saw women receive yellow flowers, proposed a
similar celebration, since men, according to his perspective, should also receive a
gift.

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Prices
From a $49 Hot Wheel model to tracks with accessories ranging from $199 to
$3,799.

Economic Impact

Toy collecting can be considered a long-term investment since it is acquired at a

low price and profits can be generated or lost when selling it.

Collectibles grow as long-term investment models.

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

For a piece to acquire the expected market value, it can take years for it to become
an investment and generate a profit.

There is a latent risk as in any investment when collecting Hot Wheels, since they
do not always generate a profit.

Nowadays
To double the production of Barbies and Hot Wheels, Mattel will invest in Mexico in
the construction of a toy logistics hub with various production lines at its Monterrey
plant.

The company's goal is to produce toys closer to the market than to consumers.
60% of what they sell is concentrated in America, according to Mattel data.

Construction is scheduled for 2025 and would have an investment of 1,200 million
pesos.

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Conclusion

Hot Wheels in Mexico holds a strong position within the toy market, appealing to a
diverse range of consumers across various demographic, geographic,
physiographic, and behavioral segments. Despite its historical association with
boys, the brand has expanded its appeal to include girls and adult collectors as
well. The affordability of Hot Wheels products makes them accessible to families
across different income brackets.
Geographically, Hot Wheels products are more prevalent in urban areas with better
access to retail stores and distribution channels, although preferences may vary by
region within Mexico. Physiographic factors such as climate and altitude have
minimal impact on segmentation due to the versatile nature of Hot Wheels
products.

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 Centro Universitario Incarnate Word / Licenciatura en Negocios Internacio

Fundamentos de Mercadotecnia / Torres Rodríguez Felipe Augusto

Sebastián Alberto Barrón / N4MA

Behaviorally, Hot Wheels consumers exhibit varying usage occasions, loyalty

levels, and buying behaviors. From purchasing individual cars to seeking out
limited edition collectibles, there's a wide range of consumer preferences to
consider. Additionally, the shift towards online purchasing adds another dimension
to consumer behavior.
Overall, understanding these segmentation factors allows Hot Wheels to effectively
target and serve the diverse consumer base in Mexico. By tailoring marketing
strategies, product offerings, and distribution channels to meet the needs and
preferences of different segments, Hot Wheels can maintain and strengthen its
position as a leading brand in the Mexican toy market.

References

Juárez, C. (2020, 28 diciembre). Mattel invertirá en México en un hub logístico juguetero

con varias líneas de producción. THE LOGISTICS WORLD | Conéctate E

Inspírate. https://thelogisticsworld.com/almacenes-e-inventarios/mattel-invertira-

en-mexico-en-un-hub-logistico-juguetero-con-varias-lineas-de-produccion/

Mattel Mexico Shop | Tus juguetes favoritos. (s. f.). Mattel

Shop. https://shop.mattel.com/es-mx

Mattel Creations: Exclusive Limited-Edition Collectors Toys. (s. f.). Mattel

Creations. https://creations.mattel.com/en-mx

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