This project was undertaken with a view to positioning and building the “Friendlies” brand of the company V. Christakopoulos S.A. within the plush toys’ market. Among various methods used to achieve this aim, the most prominent technique was that of market research, directed towards competitors, retailers and end consumers. Its main part, i.e. research with regard to end customers, was both qualitative, via focus groups, and quantitative, via the drafting and collection of questionnaires. The above led to the formulation of recommendations for the Company, which can be distinguished into strategic and tactical ones, with a focus on the marketing mix elements (Product, Place, Promotion and Price). The final issues that were examined comprised of the consideration of the recommendations’ consequences to the Company, their time scheduling and the drafting of a contingency plan in order to confront any problems.