CASE STUDYBUILD-A-BEAR : BUILD -A- MEMORY

COMPANY PROFILE

Build-A-Bear Workshop was founded by Maxine Clark in 1996.

It is interactive entertainment toys retail outlet.

It has 370 stores and is making CUSTOM- MADE millions of teddy bears and stuffed animal.

Build- A- Bear after going public in 2004 the stock prices have soared 56% in just 2 year.

B-A-B is franchising and new stores “Friends 2B Made” & “Build-A-Dino” are gaining similar popularity.

1. Give examples of needs, wants, and demands that Build- A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on build A Bears actions

WHAT CUSTOMER DEMONSTRATES?

Needs: Entertainment, Belongingness, Affection

Wants: PUZZLES, VIDEO GAMES, TOYS, PETS etc.

Demand: Children have the desire for a toy and that is

backed by parents who are willing to pay for the toys

(Purchasing Power)

IMPLICATION:Build-A-Bear starts in 1996 in the era of dot.com. People were starting their business operations in the virtual world. At that if any one wants to start a brick and mortar chain he had to come with a unique idea. Maxine Clark comes up with a creative idea of Build-A-Bear where children can experience a creation of a toy like bear. Clark emphasizes upon the need of entertainment, self esteem, belongingness and created Build-A-Bear where children come with their parents to buy stuff bear. Clark fulfills children's want of experience by making, customized, personalized bear through a multi stage process of CHOOSE ME: STUFF ME: HEAR ME: STITCH ME: FLUFF ME: DRESS ME: NAME ME: by the child. Company provides children different clothing, sports items, and other accessories. In this way Build-A-Bear provides and experience and lot more entertainment to their customers (children).

2. In detail, describe all facets of Build- A - Bears product. What is being exchanged in a Build- A- Bear transaction?

1.CHOOSE 2.HEAR ME3. STUFF ME

4. STITCH ME5. FLUFF ME6. DRESS ME7. NAME ME

PROVIDING VALUE TO THE CUSTOMER

EXPERIENCE

CREATIVITY

LOW COST

WAITING IS NOT BORING

3. WHICH OF THE 5 MARKETING MANAGEMENT CONCEPTS BEST DESCRIBES BUILD-A-BEAR WORKSHOP?

CUSTOMER CENTRIC

Focus on customer’s needs, wants and demands.

Use of Customers ideas

Interaction with customers.

Clark puts herself on the frontline, assisting employees in

servicing customers.

“Never forgetting what it’s like to be a Customer”

4. DISCUSS IN DETAIL THE VALUE THAT BUILD-A -BEAR CREATES FOR ITS CUSTOMERS.

Experience

Memory

Low cost products

Entertainment

personalization

5. IS BUILD-A-BEAR LIKELY TO BE SUCCESSFUL IN COUNTING TO BUILD CUSTOMER RELATIONSHIPS? WHY OR WHY NOT?

⁜ Utilization of both high and low tech communication.

⁜ Personal interaction with customers

⁜ Be a customer to serve one

⁜ Taking ideas from customers

⁜ Customers can communicate

via social network.