Market Entry of an Innovative Brand that Responds to Changes in Audience’s Behavior to Consumption of Goods and Services

The development of digital technologies has led to the emergence of new consumption models based on technologies that bring people, organizations and resources into digital ecosystems. New consumption models provide quick access to information and ease of use of services to provide services. With all these benefits, new business models have resonated with consumers. Before the advent of new consumption patterns, the consumer goods industry was focused on mass production, distribution, and communication. The main objective of marketing and communication campaigns was to reach the widest possible audience, rather than improving the customer experience of consumers. The main trends in changing consumer behavior are: the speed of obtaining information and services, personalization, the growth of online shopping, omnichannel, access to any brand information and a shift towards digital communication channels. The main problem of the new innovative toy with updated subscription content is the perception and misunderstanding of the product by parents - potential buyers. Therefore, the goal of the communication strategy was to convey to consumers the benefits of an innovative toy, in particular about the security of the content provided.