Company Marketing Summary
GoldieBlox Inc. is a toy company that was established in 2012 in Oakland, California by Stanford engineer Debbie Sterling. Debbie took notice that in this day and age there are less women engineers, and that most of the toys that focus on construction or engineering of sorts were marketed and aimed at boys. To increase the amount of women in her field, she figured she would have to start at the root of the issue, which is introducing the idea to little girls at a young age. By doing so, this would tap into the creative mind of young girls and get them to develop those problem solving skills needed of an engineer. (Porter, M. 2013)
The marketing strategy consists of targeting girls, ages 4-9 years old, to get their parents to buy them the product. They relate to the parents by letting them know they care about their child’s future. It then placed the product in the favorite toy store of all children, to get a foot in the door on its competitors. The company provided excellent service to gain and keep their customers. Their marketing and advertisements of videos and commercials, as well as Kickstarter campaign and television and news interviews, appeal to customers of all ages, which in turn have increased their sales. (Porter, M. 2013)
Target Market
GoldieBlox targets young girls who are between the ages of 4-9. The toys are specifically made for them, but in general, it will be the parents and grandparents who are actually going to buy the toys. The company targets the parents and grandparents by opening their eyes to what is available for their children as of now. They find ways to appeal to the parents who want more for their children. The typical toy aisle for girls is pink and filled with dolls, princ...
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...permission to use parodies of songs prior to releasing them, to avoid any further damage to the company. If the court could have identified a gain that came from the video to award the Beastie Boys, the company would have been back at square one, having to raise money again. As far as pricing goes, it should also be based more on the value of the product now. The initial product that cost $29.99 should now match the price of all of the products that follows it at $19.99. If it’s not done, it will then drive some to only purchase the cheaper products, or even a different brand, losing profit for the first product. The company should also do more advertising on the television, mainly on children networks. Magazines are seen by the parents, but they only see the pictures. The commercial and video has proven to be more effective for the company at sending its message.
In Hands-on Squishy Circuits, AnnMarie Thomas showed us how she took a home-made PLAY-DOH recipe and turned it into a science experiment. It’s amazing that three and four year old children play with something so revolutionary. We may not realize this now, but if we start introducing this stuff to these children, they’re going to become such intelligent adults. I ask myself this question everyday,”Do I want my child to be successful in life, or let them flip burgers at McDonalds?”. I want my child to be able to learn and succeed as they progress in life. This is extremely important for children these
I am not saying that a Barbi doll is necessarily a bad thing, besides the fact that some of her outfits are frightening, but I would rather have the life like rocket that can fly a 100 feet up before it returns to the ground. This discussion might appear superficial at first, but there is an underlying problem to why a parent might want to encourage their young daughters to play with a science kit instead of deciding what evening gown Barbi looks best in. A lot of the toys designed for boys might also be used as a learning tool. When a boy plays with legos and starts to create buildings he is developing his creativity. This act could lead him into a career as an architect or engineer. When he is encouraged to play with rockets or a microscope he has the potential of developing an interest in science that could lead him into a career working on satellites.
The Target store located at Dallas Highway in Marietta, Georgia, was chosen for the fieldwork assignment. This particular store was selected because of recent renovations to the toy area. The new arrangement of the toy department appears slightly different than traditional organizations of toys in the past. The location of the toys is in direct relation and physical flow from the baby equipment, supplies, and apparel. Toys transition from birth in the infant area initially in terms of age demographics, type of activity, and brand of toy to more obvious gender divisions beginning in the preschool toys. In the toy section for school age children, gender separation is clearly established. Gender divisions become more obvious in this age group according to colors, themes, and character depiction. The girl toys feature pink, purple, and pastel colors. The highlighted décor in the store’s displays and packaging for girls involves embellishments such as pictures of girls, flowers, glitter, and jewels. The boy section portrays color schemes that are primarily in blue, red, yellow, gray, and black. Packaging images are of male children. The sections including educational toys, games, sporting equipment, outdoor play, sound and music, building, puzzles, and arts appear to be more gender neutral although some gender specific items can be identified by color or themes such as princess/fairytale or Ninja Turtle. The configuration of the toys clearly states that color, themes, and character representation are irrelevant to infants and toddlers, while parent’s attitudes about color and gender may be important aspects of unintentional socialization in the maturation of children. Marketing strategies appeal to children, but adult’s perception of ...
In The Summit’s TOYS R US, they have clear identifiers of the ‘Girls,’ and ‘Boys,’ sections. However, the toys shown in these sections seem to be geared toward the 8-12
In the article The gender Marketing of toys: An Analysis of Color and Type of Toy on the Disney Store Website, Auster and Mansbach conducted research to examine the gender marketing of toys on the internet. They looked at what characteristics of “boys and girls” toys share, such as color of toy, type of toy, and witch toys were labeled for girls and boys. The pre - research of this study suggested that children are making gender distinctions of themselves and their group based on the types of toys that are bought for them. Bright and darker colors are meant as a distinction for “boy” toys, while pastel colors are meant for “girl” toys. The previous research also suggested that toys for boys and girls express traditional gender roles and that gender neutral toys are more likely to
Within the Gilbane Gold case, the major problem is the contribution of water pollution by dumping chemicals to speed production for Z CORP. However, there is doubt as to what extent the company violated city regulations. Tom Richards believes that Z-CORP broke regulations repeatedly but Professor Massin believes that it is not solid evidence. Part of the problem is that two different tests are involved: an older and a less sensitive test which does not break regulations but there is also the newer and more sensitive one which does. The newer test was said that the company just broke city regulations, but not by a large amount.
Burberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. The brand has their own childrenswear range which can appeal to parents but are likely to be people from wealthy backgrounds. Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing a marketing concept by meeting and exceeding costumer needs then their rivals.
P’kolino’s story is all about passion for superior products and how they can change people’s lives. Founded by Antonio Turcos-Rivas and J.B Schneider, the Company’s goal is: to “make better products to improve play at home”. In the course of developing safe and quality products, implementing and marketing other strategies, P’kolino Company aims at improving children’s play thus , improving sales by $51million (Bygrave and Andrew, 2008). The Company’s goal was comprehended during their MBA’s study. During their study, the two entrepreneurs began a thorough research and development project with more than twenty international design students.
...these portrayed lives, and these girls want to become them. Parents do want the best for their children, but can’t fall into the media belief of what is “beautiful”. In the media, advertisements, and even the toys and clothing young girls wear, they all try to fit into the media’s standards. The effect of the media is precedent in how these younger girls develop faster then they should. With media being around everyday, the impact is emanating.
Adolescent is essential in understanding gender development. With a society that classifies everything in feminine or masculine. Children are identifying by colors and toys. Girl’s wear pink, play with dolls and have pretend kitchen while, boys wear blue, play with action figures and have pretend guns. These differences are still instilled in young children what is socially acceptable. Some stores have tried to combat the gender stereotype by eliminating toys aisle and instead use a genderless aisle. The removal of gender label removes gender stereotypes. However, gender differences are also evidences in marketing advertised. Stores like Walmart and Toys R US recently, tried to tone down their gender specific children’s marketing. Toys can be representative as way children should be gender identities. For example, females should play with dolls. However, playing with dolls does not naturally portray person as feminine or it proves a girl as female. By
First and foremost, gender marketing strategies and gender system’s play a major role in how toys are presented. Toys are usually advertised based on gender. While observing toys in commercials and the stores, male and female toys are displayed based on gender roles. Toys targeting males may come off as violent and aggressive by displaying bulky built action figures or realistic guns. This is the opposite with female toys which give off more of a calming, cleaning and nurturing feeling with their dolls and household toys such as houses, cooking and cleaning toys. Additionally, common gender classifications which consist of masculine and
Within living memory, young women who have wanted to study engineering faced such dissent that in 1955, Penn State’s dean of engineering declared, “Women are NOT for engineering,” asserting that all but a few “unusual women” lacked the “basic capabilities” necessary to succeed in this profession (Bix par. 2). Although the number of women in social sciences and humanities has grown steadily, women remain underrepresented in science and engineering. Bureau of Labor Statistics states that “women remain underrepresented in engineering constituting only 10 percent of full-time employed engineers and 7.7 percent of engineering managers...” Although this is the case, social norms, culture and attitudes play a significant role in undermining the role of women in the aforementioned fields in addition to the gendered persistence and their individual confidence in their ability to fulfill engineering roles.
The days of blue is for boys and pink is for girls are coming to a victorious end. Now more than ever, child products are marketed specifically towards just girls or just boys, and not for children in general. This outright gender specific marketing can have poor effects on the children consumers, who feel pressured to play with the toys made specifically for their gender. A boy who likes Barbie or a girl who likes race cars and trucks may not want to play with the toys they really enjoy because they feel they are not supposed to be for them. The idea of gender-neutral toys is becoming more and more popular, because this change is greatly needed. The removal of gender specific toys from current marketing and stores has the capability to empower
Advertising uses the power of suggestion to sell a product. In the case of children, a company’s advertisement hopes to suggest that their product is best. Many food companies target children with the hopes that they can influence their parents'choices when it comes to buying a product. The product is a. Animated characters, catch phrases, and toys are used to lure a child to the product. WORKS CITED Dittmann, Melissa. A. (2004, June 6).
Advertising works best if it targets the people who would likely to use the product . Therefore , many unethical things are done to place advertisements in places . People do not know what actually they need , they would not know what to buy . Because of these facts , in order to get the attention of consumers , companies try all kind of advertising tactics even if they involve illegal and dirty tricks . One of the well-known illegal trick is called “bait and switch”. This tactic is mainly about placing an advertisement for a particular object at tremendous value . Then ,customers get into store and could not find the object, because it is no longer available . While they are so sad about what they missed , they automatically direct themselves to a similar product which is not good as previous but most of the time they feel satisfied . These tactics do not only influence adults , they influence kids as well . There is huge amount of ethical concerns about advertising which relates with children .Children may get the wrong impression a...