BUILD-A-BEARCase Study – Marketing ManagementGroup VII

COMPANY PROFILE Build-A-Bear was founded in 1996 by Chief

Executive Officer – Maxine Clark 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 two years.

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

NEEDS , WANTS & DEMAND Needs: According to

Theory of Needs proposed by Abraham Maslow the Build-A-Bear has positioned its products to fulfil the needs of children for Love & Belonging.

Wants: To fulfil these needs the children use many ways puzzles, video games, toys, pets etc. Build-A-Bear focuses on offering bears (toys).

Demand: In case of Build-A-Bear business, the children have the desire for a toys and that is backed parents who are willing to pay for the toys (Purchasing Power.)

IMPLICATIONS

Market Identify needs

wants and demands

Offer products to

satisfy either needs, wants or demands.

FACETS OF B-A-B PRODUCTS

KEY MARKETING CONCEPTS Customer Centric Approach

Product Differentiation

Continued.. Customization

Feedback

Continued… Franchising:

Online

VALUE CREATION AT B-A-B Concept of Customer Experience Management which

was developed by Bernd Schmitt (2003) It describes the process of strategically managing a

customer entire experience with a product or company Ultimate Client Experience (UCE)

Culture

People

Understanding the Client

Uncommon

B-A-B SUCCESS IN BUILDING CSRBelow are factors affecting the success of building customer service relationship: CEO herself visits the stores and interacts with

the customers directly. Also using communication tools she has

created “Virtual Cub Advisory Council” Online virtual world “BuilABearVille.com” is a

interactive site contains games and activities that features the same things as the Brick & Mortar stores.

The above creates brand loyalty which helps in continuing the customer relationship successfully.

THANK YOUSr No

Group Members Names

Roll No.

1 Vinay Jain 1052 Tushar Bhadalkar 1063 Nishad Vichare 1074 Sarthak Gupta 1085 Nikita Luhadiya 1096 Aditya Jagtap 1107 Ketaki Kawale 111