Nguyên lý marketing. Phân tích cú lộn ngược dòng của GoldieBlox

Welcome to group Member Name Trần Khánh Huyền Nguyễn Quỳnh Nga Dương Thị Hải Yến Lê Thị Mơ Company Case: GoldieBlox: Swimming upstream against consumer perceptions OUTLINE Part I Part II • Overview • Question & answers PART I History • • • GoldieBlox is an American toy company that markets interactive toys designed for girls Launched in 2012 as a prototype on Kickstarter Stanford : 86% men 14% women Product Entertainments Toys Games Consumer behaviour CULTURAL • • • SOCIAL Culture Subculture Social class • Reference groups • Family • Roles and status Factors influencing consumer behavior PSYCHOLOGICAL • • • • Motivation Perception Learning Beliefs and attitudes PERSONAL • • • • • Age and life-cycle stage Occupation Economic situation Lifestyle Personality and self-concept CONSUMER PERCEPTIONS Factor that influence consumer perceptions NEED MOMENT BENEFIT 04 PRODUCT GoldieBlox Girl-Powered Spinning Machine GoldieBlox’s “princess Machine” video launched on YouTube in November 2013 This is your Brain on engineering(GoldieBlox Easter PSA) STRATEGIES STRATEGIES PROMOTION PROMOTION “GoldieBlox vs.the Big sister Machine” launched on youtube in November 2014 GoldieBlox released their first single and animated music video , “lightning strikes” in December 2014 Broadcast by super bowl, because GoldieBlox was winning the competition Problems “Girls, to the dishes, girls, to clean up my room, girls to the laundry” “Many feminist voices said that GoldieBlox’s approach is little more than window dressing.” “ You can’t a toy meant to break down stereotypes is an over- generalized belief with their think it was true and about a particular category of people when you start off with the ideal that we know all girls love princesses” "Wanting to be a doctor or architect or cook, that really begins when you’re young and walking around with a stethoscope or playing with an Easy Bake oven” “Pinkification, and beauty norms to sell STEM toys to girls and foot ourselves that we are amazing and progressive raising an incredible generation of female engineers” General comments 2009 poll by the American Society for Quality of children to 17, 24 percent of boys said they were interested in a career engineering, but only five percent of girls said the same And that gap continues with adults: just 11% of engineers are women culture, not biology True, as toy stores have gotten pinker, women have made more progress in the workplace All those cute little vacuum cleaners and mini baby bottles haven’t discouraged girls from going to college or excelling in academic fields other than science Women make up the majority of undergrads and are entering law school in equal numbers to men So it’s clear that gendered toys aren’t entirely to blame for the dearth of female engineers—a myriad of reasons from lack or mentors to childhood development contribute as well PART II QUESTIONS & ANSWERS Question 1: Of the factors that influence consumer behavior, which category or categories (cultural, social, personal, or psychological) best explain the existence of a blue toy aisle and a pink toy aisle? Why? EXISTING MARKET (Toy aisle) • • Princess toys for Girls Building blocks for Boys Cultural • Family members Male/Female Social • Pink color for Girls Blue color for Boys Psychologic al Question 2: Choose the specific factor (for example, culture, family, occupation, attitudes) that most accounts for the blue/pink toy aisle phenomenon Explain the challenges faced by GoldieBlox in attempting to market toys that “swim against the stream” or push back against the forces of that factor  Culture is the factor most accounts for the blue/pink toy aisle phenomenon GoldieBlox goes with Diversification The challenges faced by GoldieBlox Discriminatio n GoldieBlox Culture Girls Boys & Girls Criticism Pink/blue Culture Princess dolls Toys GoldieBlox Toys Debate 50% 50% Question 3: To what degree is GoldieBlox bucking the blue/pink toy aisle system ? Answers GoldieBlox is booking the blue/pink toy aisle system, but not completely Instead of completely eradicating all gender bias associated with the colour pink, Sterling choose to integrate the ideas into her innovative toy the toys are still pink and very girly; however, they have elements of what would traditionally perceived as “ manly” and influence girls to open their horizons to “ building and creating ” The GoldieBlox toys have a number of different play sets that aim to integrate the stereotypical elements of a young girl’s toy by presenting it as “ skinny, blonde, and cute favouring pink and purple”, while integrating ideas of STEM and “ raising awareness about the lack of women in technical and scientific fields” The toys and stories feature animals and ribbons, and characters are more likely to help others than to succeed on their own” Question 4: If GoldieBlox succeeds at selling lots of its toys, will that accomplish the mission of increasing the presence of females in the field of engineering ? There is no guarantee one way or another that the success of a toy, specifically GoldieBlox, will accomplish the mission of increasing the presence of female in the field of engineering However, it is a step in the right direction During Sterling’s research process, she pound that “in order gain interest in and pursue a given field, a person must be exposed to the right inputs at an early age” Hopefully these toys will provide the “ right inputs ” for girls to be interested in STEM fields Offering toys that include elements and other factors outside the traditional realm of “ girl toys ” will hopefully what it is intended to and introduce girls to the possibilities of pursuing careers in the fields u o y k n! n a tio h T en t t a y r fo r u o ?? n oon i t esesti u qqu y nny a veve a a hha u oou y DDoo y ... phenomenon GoldieBlox goes with Diversification The challenges faced by GoldieBlox Discriminatio n GoldieBlox Culture Girls Boys & Girls Criticism Pink/blue Culture Princess dolls Toys GoldieBlox. .. MOMENT BENEFIT 04 PRODUCT GoldieBlox Girl-Powered Spinning Machine GoldieBlox? ??s “princess Machine” video launched on YouTube in November 2013 This is your Brain on engineering (GoldieBlox Easter PSA)... engineering (GoldieBlox Easter PSA) STRATEGIES STRATEGIES PROMOTION PROMOTION ? ?GoldieBlox vs.the Big sister Machine” launched on youtube in November 2014 GoldieBlox released their first single and animated music