Build a Bear, Build a Memory
Universidad Latinoamericana de Ciencia y Tecnología San José, Costa Rica
Facultad de Ciencias Empresariales January, 2010
Bilingual Business Administration
Principles of Marketing
César Eduardo González
Company Case
Build-A-Bear, Build-A-Memory
Examples of needs, wants, and demands that Build-A-Bear customers demonstrate, differentiating each of these concepts. What are the implications of each on Build-A-Bear actions. Needs:
Understanding needs as states of felt deprivation, not created by marketers but basic parts of the human makeup, we can say that Build-A-Bear customers demonstrate the individual need of self-expression, authenticity, creativity, empowerment, choice, individuality, freedom. They also demonstrate the underlying need that people have to entertain themselves. Wants:
Although Build-A-Bear clients need to find a way to self-express and entertain themselves, they want to “step into a (...) genuine fantasy world organized around a child-friendly assembly line comprised of clearly labeled work stations”, where they can choose unstuffed animals from a bin, stuff them, include voice boxes, stitch them, dress them, name them, and even receive a birth certificate for their creation. This example is aligned with the idea that wants are the form human needs take as shaped by culture and individual personality. Demands:
Giving their wants and resources, Build-A-Bear customers demand specific products that add up to the most valuable and satisfaction. Among the most relevant examples we can mention are both new store locations and accessories. “Mini-scooters, Hello Kitty bears, mascot bears at professional sport venues, and sequined purses” are also specific ideas that were interpreted as customers´ demands by the company. Implication of each (needs, wants, and demands) on Build-A- Bear actions
Needs, wants and demands have huge implications on
Facultad de Ciencias Empresariales January, 2010
Bilingual Business Administration
Principles of Marketing
César Eduardo González
Company Case
Build-A-Bear, Build-A-Memory
Examples of needs, wants, and demands that Build-A-Bear customers demonstrate, differentiating each of these concepts. What are the implications of each on Build-A-Bear actions. Needs:
Understanding needs as states of felt deprivation, not created by marketers but basic parts of the human makeup, we can say that Build-A-Bear customers demonstrate the individual need of self-expression, authenticity, creativity, empowerment, choice, individuality, freedom. They also demonstrate the underlying need that people have to entertain themselves. Wants:
Although Build-A-Bear clients need to find a way to self-express and entertain themselves, they want to “step into a (...) genuine fantasy world organized around a child-friendly assembly line comprised of clearly labeled work stations”, where they can choose unstuffed animals from a bin, stuff them, include voice boxes, stitch them, dress them, name them, and even receive a birth certificate for their creation. This example is aligned with the idea that wants are the form human needs take as shaped by culture and individual personality. Demands:
Giving their wants and resources, Build-A-Bear customers demand specific products that add up to the most valuable and satisfaction. Among the most relevant examples we can mention are both new store locations and accessories. “Mini-scooters, Hello Kitty bears, mascot bears at professional sport venues, and sequined purses” are also specific ideas that were interpreted as customers´ demands by the company. Implication of each (needs, wants, and demands) on Build-A- Bear actions
Needs, wants and demands have huge implications on