MARKETING CONCEPT OF BUILD- BEAR- WORKSHOP
ABSTRACT: Build-A-Bear is a toy making company started by Maxine Clark in 1996. She gave preference to customer satisfaction. It is a customer centered organization. It gives personalization to customer by creating a facility of making his own stuffed toy. Many critics posed on her that she took a poor business decision. But now it is the one of the top toy making company. It has won a number of awards what marketing concept worked by the Maxine Clark to emerge Build-A-Bear as a successful organization gives this report. INTRODUCTION: Maxine Clark opened first Build-A-Bear workshop in 1996 since then company started more than 370 stores all over the world. It offers the customers the unique experience of making their own stuffed animal toy. Its revenue had reached $ 474 by the end of 2007 it is increasing at a constant rate of 15% per year. MAIN TEXT:
PRODUCT: Build-A-Bear is a place where a child was to able to find his own stuffed toying that what he want. After entering in to the Build -A-Bear workshop child find different stations. In “choose me” station child select an unstuffed animal what he want and at “Stuff Me” station where animal comes life by blowing the amount of fluff that customer want. In “Hear Me” station consists of fixing voice box to the stuffed toy. In ‘Fluff Me” station customer can give a blow dry spa treatment to the stuffed toy and finally in “Dress Me” and “Name Me” includes dress of toy and birth certificate is created with the child selected name. PRICE: The price of Build-A-Bear toy starts from $10and an average of $25 which is affordable by the maximum income level of people. PLACE: It sells its products to the middle class and upper middle class people in retail market. PROMOTION: It mainly concentrates on customers’ word of mouth promoting policy rather than any other promotional activities. Company implements this policy because it maintains good relationships with customers, customization of their product.
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CONCEPT OF MARKETING: Here the concept worked by the Maxine Clark is Marketing, because here Build -A-Bear company sells what customer wants unlike the other toy making companies, they sell what they have. Here customers are the child. They have earned a life time experience by creating a toy and satisfied with the making of toy what they want instead what they actually don’t. Even though there are many competitors’ in the toy industry. This company is unlike from the other. It has unique brand image among them but competitors’ are concentrated only on quality and price of the product .one of the competitors’ Vermont Teddy bear started in 1981 it has achieved a great success but it was not kept any impact on the sales of Build-A-Bear because of its uniqueness. Clark says her company’s sales are uniformly distributed throughout the season unlikely the rest of toy industry. CUSTOMER RELATIONSHIP MANAGEMENT: Maxine Clark as a CEO of Build-A-Bear gave importance to customer satisfaction rather than company’s profits. She thinks that how the product look likes to a customer. Even though she doesn’t have a child she involved in the thoughts of child how they think? And how they feel happy by playing with toys? Clark has worked on both low-tech and high-tech methods in making a Build-A-Bear as a customer involving organization. She gives personalization to the customer according to his/her wish. She creates an image that her company is trusted one. This company gives the entertainment to the children so the customers are satisfied. She visits her stores regularly to interact with her customers by simple chatting. She gives her business cards to her customers as a result she receive thousands of Emails regarding customer wants and suggestions. She started virtual advisory councils for receiving suggestions from child. By the way Build-A-Bear makes the customer ideas in practice they can feel satisfied. She is succeeded in...
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