Build a Bear - Marketing

Information about Build a Bear - Marketing

Published on July 15, 2014

Author: vinsonhsieh

Source: authorstream.com

Content

A New Bearway Story Eternal Celebearation! 兩隻熊的誕生: A New Bearway Story Eternal Cele bear ation! 兩隻熊的誕生 Presenter: VinsonHsieh 1 Maxine Clark: Maxine Clark 2 63-year-old founder of Build-a-Bear 1992 43-year-old as president of Payless ShoeSource -- the spark was gone 1996 Always a shopper, even as a kid. So it made sense that she would wind up in retail More Years Experience in Retail World 在網路興起的科技年代且不缺玩具的時候,Clark竟決定去賣傳統市場的填充玩具熊?: 在網路興起的科技年代且不缺玩具的時候, Clark 竟決定去賣傳統市場的填充玩具熊 ? 3 讓我們看一下影片: 讓我們看一下影片 4 Why would you want to make your own stuffed animal when you can buy it at Target?: Why would you want to make your own stuffed animal when you can buy it at Target? 5 Build-a-Bear: Build-a-Memory: Build-a-Bear: Build-a-Memory 小孩子可以在店裏面製做自己想要的填充玩偶 製作流程有七個步驟,步驟讓小朋友不只是得到填充玩偶,更留下美好回憶 銷售通常重視的是品質,但 BBW 更專注在客製化跟體驗 BBW 的銷售平均分佈在平常日,沒有集中在節慶旺季 產品個人化非常受歡迎,顧客的滿意更幫助了顧客關係 Clark 從沒忘記站在顧客立場,讓 BBW 完全以顧客為中心經營 Clark 每周親自回答顧客信件,真正傾聽並知道顧客的真正需求 6 Data from BBW: Data from BBW Operates 425 stores worldwide 2004 opened first overseas store in Japan and are now in 19 countries. Stock price soared 56 percent in just two years 2X billion - 20% stuffed Toy, ~4.5 billion market share Annual revenues reached $474 million for 2007 Almost 40% of store base is outside of the United States Annual sales per square foot are $600 e-commerce as a growth opportunity – on website and through mobile technology. Build-A-Bear Workshops earns back almost all of its investment in a new store within the first year, a feat unheard of in retailing 7 小孩子看的世界跟大人不同: 小孩子看的世界跟大人不同 One day, I was shopping with Katie Burkhardt, the daughter of one of my good friends, and her brother Jack, who collected Ty Beanie Babies. When we couldn't find anything new, Katie picked up a Beanie Baby and said we could make one. She meant we could go home and make the small bears, but I heard something different. Her words gave me the idea to create a company that would allow people to create their own customized stuffed animals. I did some research and began putting together a plan. 8 創業維艱: 創業維艱 In 1997, I withdrew $750,000 from my retirement account to get Build-a-Bear Workshop off the ground. That covered startup costs and the building of the first prototype store. I also secured a bank line of credit for inventory and working capital, with my house as collateral . I knew I wanted to build a multimillion-dollar business with hundreds of units, and I realized I didn't have the ready cash to fund that growth. I knew I'd have to partner with outside investors. 9 1997 Open – 開始逆轉: 1997 Open – 開始逆轉 Prompted a St. Louis Business Journal story about unique hands-on concept. Barney Ebsworth, Wayne Smith. They bought in for 20% for $4.5 million, so with that, I had enough to go for several years, and we hadn't even opened yet. The first store opened in the St. Louis Galleria on a Sunday, and there were lines out the door In the beginning, landlords didn't know the concept, so persuading people to rent us space was hard In year two, we had malls begging us to come in Other investors came in 1998 and 1999. We had to turn investors away after that because the business was so successful, we didn't need their money. 10 In 2011 it had revenue of $394.4 million but showed a small loss, largely because of a one-time charge: In 2011 it had revenue of $394.4 million but showed a small loss, largely because of a one-time charge 11 The recession affected the business substantially. We slowed our growth, cut costs, and mall traffic was down. We strategically closed some stores, opened stores in new locations, and updated existing locations. Now, mall traffic is coming back. Questions: Questions 舉列說明 BBW 看到的需要,欲望跟需求 (Needs/Wants/Demands) BBW 的產品面向是什麼 ? 顧客在交易過程中到底得到了什麼 ? 在五種市場行銷的管理概念上, BBW 屬於哪一種而成功 ? BBW 的顧客價值是什麼 ? 未來 BBW 還可以繼續成功的建立良好顧客關係嗎 ? 12 架構分析: Q4 架構分析 Environment Strategic Marketing Tectical Marketing Suggestion 環境 / 競爭者分析 產品定位 / 核心價值 目標顧客的選定 ( 策略 ) 戰術的運用 (4P) 建議跟展望 如何打一場永恆的勝戰 Q1 Q2 Q3 Q5 13 環境/競爭者分析: 環境 / 競爭者分析 14 1997的可能競爭者分析: 1997 的可能競爭者分析 有專攻高價也有鎖定低價市場 玩偶種類已經多到選不完 玩偶有身分證明、收養過程且可個人化 玩偶被擬人化並添加許多故事性增加討論,造成搶購 有些玩具手工高品質製作或擁有百年歷史 觸摸起來高級帶有顆粒感,不完全是絨毛填充 各家皆有忠實顧客的強力支持 15 PowerPoint Presentation: 16 PowerPoint Presentation: 17 Vermont Teddy Bear : Vermont Teddy Bear Design a Bear with a Custom-Made Outfit Vermont Teddy Bear Company is the largest maker of hand-crafted, American-made Teddy Bears PowerPoint Presentation: Get Personal All of the Vermont Teddy Bears in this gallery can be personalized with a name, occupation, degree or special message . Some outfits can be embroidered while others offer applied artwork (like the sports bears). Just think of the reaction you'll get from these unique personalized gifts! They'll love their one-of-a-kind personalized teddy bear forever knowing it was created by you, just for them! PowerPoint Presentation: http://www.vermontteddybear.com/Static/Tour-Vtbhospital.aspx Ganz teddy bears have been around since the 1950s, and are a classic American icon in today's world. : Ganz teddy bears have been around since the 1950s, and are a classic American icon in today's world. Parents use teddy bears to comfort their crying or upset children, or as gifts for Christmas and birthdays. each bear wears an elaborate costume depicting characters such as a firefighter, police man, and even some that are just plain bears, or that have patterns like hearts on them PowerPoint Presentation: 22 PowerPoint Presentation: 23 PDVD PHD PDR P2Go MediaShow CMS PowerPoint Presentation: 24 PowerPoint Presentation: 25 PowerPoint Presentation: 26 PowerPoint Presentation: 27 純賣玩具熊不論品質、價格、客製化、活潑性, 幾乎不可能勝出幾位競爭者 : 純賣玩具熊不論品質、價格、客製化、活潑性, 幾乎不可能勝出幾位競爭者 為什麼顧客還要選擇多一種玩具熊 ? 28 假如你是Clark…: 假如你是 Clark… 以 Selling 導向 會落入紅海 到底市場有沒有存在 直接競爭者 如何 降低成本 同時又可以保持競爭力跟品質 如何把 新 Retailer 理念 快速擴散出去 Retail 複雜 ,如何協助並透過 Retail 強化品牌 29 Clark到底有沒有競爭者? 藍海?: Clark 到底有沒有競爭者 ? 藍海 ? 30 目標顧客的選定會有不同的行銷策略 (10-25美金) 反之Vermont的顧客會是誰? (50-200美金): 目標顧客的選定會有不同的行銷策略 (10-25 美金 ) 反之 Vermont 的顧客會是誰 ? (50-200 美金 ) 31 目標客群分析: 目標客群分析 主要以家庭娛樂為導向,次要以遊客為選項 32 PowerPoint Presentation: 33 PowerPoint Presentation: 34 PowerPoint Presentation: 顧客需求 ( 父母跟小孩各自的需求 ) 35 PowerPoint Presentation: 36 PowerPoint Presentation: 37 PowerPoint Presentation: 38 PowerPoint Presentation: 39 PowerPoint Presentation: 40 目標市場人口老化及減少? 年輕世代行為的改變?: 目標市場人口老化及減少 ? 年輕世代行為的改變 ? 41 2050 人口預估: 2050 人口預估 http://www.prb.org/Publications/Datasheets/2011/world-population-data-sheet/world-map.aspx#/map/population 中亞 東南亞 / 非洲 / 紐澳 / 南美 會是人口較多正成長的地方 42 Y 世代分析 (1966-2000): Y 世代分析 (1966-2000) 43 2008-2012 大環境變化: 2008-2012 大環境變化 44 虛擬熊與實體熊需並重: 虛擬熊與實體熊需並重 45 PowerPoint Presentation: 46 PowerPoint Presentation: 47 產品定位/顧客核心價值: 產品定位 / 顧客核心價值 48 PowerPoint Presentation: 定位活化 Retailer 、打造新娛樂 49 PowerPoint Presentation: 50 歡樂的體驗氣氛 產品價值: 歡樂的體驗氣氛 產品價值 51 實體 -Where Best Friends Are Made 產品價值+服務價值+人員價值: 實體 -Where Best Friends Are Made 產品價值 + 服務價值 + 人員價值 52 虛擬-Where Your Friend Alive 產品價值: 虛擬 - Where Your Friend Alive 產品價值 53 夥伴價值: 夥伴價值 54 形象價值 BBW轉換減法為加法 Vermont的顧客成本為真正的負分成本,但還是有客群不在乎體驗,而在乎高價的產品價值感,也就是顧客價值的產品價值分很高。 : BBW 轉換減法為加法 Vermont 的顧客成本為真正的負分成本,但還是有客群不在乎體驗,而在乎高價的產品價值感,也就是顧客價值的產品價值分很高。 55 顧客成本 : 金錢成本 心理成本 時間成本 精力成本 顧客成本 : 低價 無壓力玩樂的心情 主題公園的娛樂 獨一無二的成就感 PowerPoint Presentation: Marketing 導向 - Idea 來自顧客 56 PowerPoint Presentation: 57 PowerPoint Presentation: 58 PowerPoint Presentation: 59 PowerPoint Presentation: Marketing 導向 : 建立管道傾聽顧客聲音,隨時觀察顧客反應,建立長期顧客關係,產品中混合娛樂,很多 idea 根本來自顧客自己。其他面向圍繞 Marketing 為中心,說明如下, [ Production ] 以 Marketing 想法為中心,將客製化的工廠流程搬進 Store ,非客製化部份走傳統大量生產流程。 [ Product ] 填充完全以利潤高的絨毛當材料,而非帶顆粒的高觸感材質,品質不是主要重點。 [ Selling ] 由於 Marketing 成功,顧客大多自己上門,價格沒有往下掉,保持在藍海市場,長期獲利不成問題。 [ Society ] Marketing 定位清楚,招募不成問題,客戶群也不斷擴大不斷重新定義,也對相關慈善持續有所貢獻。 60 沒有小孩的Clark如何創造奇蹟: 沒有小孩的 Clark 如何創造奇蹟 Every week, she visits two or three of the more than 370 Build-A-Bear stores . She takes the opportunity to interact with her customer base by chatting with preteens and parents. As a result, Clark receives thousands of e-mails each week, and she’s added to the buddy lists of preteens all over the world. She has created what she calls the “Virtual Cub Advisory Council,” a panel of children on her e-mail list. Ideas, it’s so much easier relying on customers for help. Puts customer ideas into practice 61 戰術的運用(4P) : 戰術的運用 (4P) 62 Product : Product 63 合作廠商擴充變化性: 合作廠商擴充變化性 64 Find-A-Bear® ID program: Find-A-Bear ®  ID program 65 Place: Place 家庭會常去,而且不會有壓力的地方 主題式樂園的寬敞舒適環境 Mall/Zoo/MLB/Disney 自家網路購物商店或知名購物網站 66 消費者行為的改變 Mobile Device的出現: 消費者行為的改變 Mobile Device 的出現 67 新商機 - 24小時隨身Connect: 新商機 - 24 小時隨身 Connect 手持裝置的支援 遊戲機跟平台的支援 建置網路相關服務讓顧客隨可以上網 玩偶分大小隻可滿足上學攜帶的便利性 68 Price: Price 69 Promote: Promote 70 根據特殊活動或假日進行促銷: 根據特殊活動或假日進行促銷 71 Huggable Heroes: Huggable Heroes 每年選出十位可以主導任何有建設性的活動 72 Mascot: Mascot 73 真實代言人: 真實代言人 74 Social 傳播: Social 傳播 75 建議跟展望: 建議跟展望 76 PowerPoint Presentation: 年度 1997 1999 2000 2002 2006 2007 2012 銷售量 ( 單位 : 十萬 ) 0 7.5? 10 100 450 540? 1000 店家數 1 10 32? 100 350? 400+ 350 黃金十年 1997 - 2007 77 PowerPoint Presentation: http://www.reuters.com/article/2008/09/16/buildabear-idUSBNG2711520080916 危機的開始 2008 - 2012 " With the slowdown in consumer spending , particularly for discretionary products, we believe the best strategic course for the company is to continue to focus our primary efforts on building our Build-A-Bear Workshop " Chief Executive Maxine Clark said (2008) 78 PowerPoint Presentation: 1. 股價趨勢走在前面,明顯 2007 到 2008 年初,全球經濟危機前市值就開始下滑 2. 租金預估 2012 會有最少 250M 的支出但總銷售收入預估 400M 左右 3. 相關玩偶產品的電影能不能持續受歡迎 ? 股價 趨勢 走在前面 79 Business Portfolio: Business Portfolio 80 PowerPoint Presentation: 遊戲類 實體商店 慈善 / 動物保護活動 (2007) [Stuffed For Hugs] [The Spirit of Giving] [ KaBOOM ] [ 黃金的 1997 – 2007] 團體企業廠商合作 (2007) Online Bearville.com (2004) Friends 2B Made (2006) Build a Dino (2007) Ridemakerz (2007) 任天堂 (2006) 麥當勞 (2006) Workshop At Zoo (2006) 收購英國的 The Bear Factory (2003) 開始接觸大聯盟 NBA/WNBA (2003) 正式向國外拓展實體店面 (2004) 與各媒體合作如芝麻街 (2007) 建立 facebook 粉絲團 網路商店 buildabear.com buildadino.com (2007) 建立 YouTube channel 81 PowerPoint Presentation: 慈善 / 動物保護活動 (2007) [Stuffed For Hugs] [The Spirit of Giving] [ KaBOOM ] [ 營收困頓的 2008 – 2012] (2007) Online Bearville.com (2004-2009) Friends 2B Made 正式結束營運 (2006) Build a Dino (2007) Ridemakerz (2007) 任天堂 (2006) 麥當勞 (2006) Workshop At Zoo (2006) 收購英國的 The Bear Factory (2003) 開始接觸大聯盟 NBA/WNBA (2004) 與各媒體合作如芝麻街 (2011) 產品代言人 Victoria Justice (2007) 建立 facebook 粉絲團 (2008) 五家店面開始進駐大聯盟的體育館 (2009) Build A Bear Presents: Holly & Hal Moose DVD (2008) Wii A Friend Fur All Seasons (2008) 實體店面辦生日 Party (2010) 用遊戲進軍 Device App 市場 iPad/iPhone (2010) 推出 Smallfrys ,解決攜帶的不便性 (2011) Xbox 360 Kinectimals (2010) ZhuZhuPets 合作賣獨家電子玩具 (2010) 增加 Sanrio 限量版跟配件 (2012) Share your Story (2010) Bearville 推出 Summer Camp Happy Heart buildabear.com buildadino.com (2007) 建立 YouTube channel (2003) 正式向國外拓展實體店面 電影動畫 團體企業廠商合作 遊戲類 實體商店 網路商店 82 PowerPoint Presentation: 83 BCG如何突破現狀來獲利: BCG 如何突破現狀來獲利 Star: ??? Cash cow: Dog: High Low High Low 團體企業廠商合作 網路商店 遊戲類 實體商店 電影動畫 在家親手製作泰迪熊 ? 84 回鍋率的問題: 回鍋率的問題 可否每次體驗都完全不同 85 全球顧客關係管理: 全球顧客關係管理 86 未來展望: 未來展望 87 CyberLink 獨特的Experience: CyberLink 獨特的 Experience Disc vs Streaming download. (protect issue) DirectZone/PC-Device/Koan/Playback compatibility/win64/Better Together/BigBang/Social/TT/Consistency UI 88 PowerPoint Presentation: 89 PowerPoint Presentation: 90 PowerPoint Presentation: 91 Qs: Qs 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-Bear's actions? 2. In detail, describe all facets of Build-A-Bear's product. What is being exchanged in a Build-A-Bear transaction? 3. Which of the five marketing management concepts best describes Build-A-Bear Workshop? 4. Discuss in detail the value that Build-A-Bear creates for its customers. 5. Is Build-A-Bear likely to be successful in continuing to build customer relationships? Why or why not? 92 問題答案分佈頁數: 問題答案分佈頁數 Q1 P8,9 Q2 P25,31 Q3 P20,21 Q4 P14-19 Q5 P39-48 93 Enesco Marry the best of the past with the current world: Enesco Marry the best of the past with the current world Enesco stirs up the gifts-and-collectibles industry with a licensing agreement with Boyds and the acquisition of Gund. Gift retailers must work to acquire the right mix of merchandise, dealing with numerous smaller companies and some large companies. This means working with many different sales reps, placing orders, having shipments come in from different places at different times, matching deliveries to invoices, paying bills to various companies, looking through multiple catalogs and websites, visiting showrooms, and keeping track of who to contact at which company. It can be very complicated and time-consuming. Bousquette thought it would make sense to have one large company acquire numerous brands that represent the best of their niche in the market. Then gift retailers could carry a large number of quality and innovative products in their stores but only have to deal with one company, one invoice, one sales rep. If you can offer a diverse lineup of innovative products, coordinate the ordering and shipping process , and help support the retailers, then consumers will visit stores to see what is new , he says. He is confident his company is choosing brand names that will drive customers to the stores and offer a make-life-easier approach to retailers , which will attract them to the Enesco brand family. It sounds like a win-win situation for everyone involved. Internet was Popular: Internet was Popular when everything was going high tech, high touch and hands-on was a good balance. We started when the Internet was just getting popular, so we were able to track people in our loyalty program from day one, and continually do customer research. 95 PowerPoint Presentation: 96 PowerPoint Presentation: 97 PowerPoint Presentation: 98 PowerPoint Presentation: 99 PowerPoint Presentation: 100 PDVD PHD PDR P2Go MediaShow CMS PowerPoint Presentation: 101 PowerPoint Presentation: 102 PowerPoint Presentation: 103 PowerPoint Presentation: 104 PowerPoint Presentation: 105 PowerPoint Presentation: 106 PowerPoint Presentation: 107 小孩子看的世界跟大人不同: 小孩子看的世界跟大人不同 108 There were no formal focus groups, but from the beginning, Build-a-Bear Workshop has had a Cub Advisory Board, which is a group of children who offer their opinions about our products and services. Kids have insights and offer inspiration by looking at the world differently.

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