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Marketing plan presentation final

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MAED/AET 552, marketing plan for Build-A-Bear organization. This was a team project. This project was to present this plan to an audience.

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Marketing plan presentation final

  1. 1. ORGANIZATIONAL BACKGROUND  30 DIFFERENT ANIMALS  THEME ANIMALS  SPECIAL OCCASION  SILLY ANIMALS  VALENTINE’S DAY/WEDDING  CLOTHING FOR BEARS  FIND-A-BEAR I.D. SERVICE  CUSTOMER SERVICE GUARANTEE  90 DAY RETURN OPTION  BEAR HOSPITAL FOR REPAIR  BUILD-A-PARTY FOR BIRTHDAY, FAMILY REUNION, SCHOOL GROUP AND SCOUT TROOP MEETING SIZE  400 STORES WORLDWIDE  LOCATIONS: U.S.A, PUERTO RICO, CANADA, UNITED KINGDOM, AND IRELAND  71 FRANCHISES  1800 EMPLOYEES  CORPORATE OFFICE-ST. LOUIS, MISSOURI
  2. 2. HISTORICAL INFORMATION Maxine Clark-Founder 1997-Year Founded First Animal Toy Priced $10.00-$25.00 Clothing For Animal $3.00-$10.00 $377,000 Sales in 1997
  3. 3. MESSAGE • ADVERTISING FOR THE NEW PRODUCT “GRANNY BEAR” • INCLUDES REGULAR ADVERTISING WITH AN ADDED FOCUS ON RELIGIOUS CHANNELS ON THE TELEVISION AND RADIO STATIONS AND ON THE NATIONAL GRANDPARENTS DAY IN NOVEMBER. • BUILD-A-BEAR WILL BE REVISITING SOME OF THESE MARKETING OUTLETS TO REACH THE OLDER TARGET MARKET. • A CUSTOMER CAN NOW FOLLOW BUILD-A-BEAR WORKSHOP® ON FACEBOOK, YOUTUBE, AND TWITTER.
  4. 4. BUDGET •ANNUAL REPORT INCLUDES BUDGETING FOR NEW MARKETING IDEAS •ANNUAL SALES 378 MILLION •COST OF GOODS 198 MILLION •NUMBER OF STORES 324 •RETAIL GROSS STORE 177 MILLION •NORTH AMERICA AVERAGE RETAIL PER STORE 1.1 MILLION •ALL LOCAL STORES NEED MINIMUM TRAINING ON NEW ITEMS AS THE MAIN PRODUCT REMAINS THE SAME
  5. 5. STAKEHOLDERS CUSTOMERS CUSTOMERS ARE THE MOST IMPORTANT STAKEHOLDERS BECAUSE THEY BRING THE SALES. EMPLOYEES EMPLOYEES ARE A VALUABLE ASSET TO THE COMPANY AND KEY TO PROVIDING CUSTOMERS WITH EXCELLENT CUSTOMER SERVICE EXPERIENCE. INVESTORS INVESTORS ARE IMPORTANT TO A COMPANY BECAUSE THEY HELP FINANCE THE ORGANIZATION
  6. 6. COMMUNICATION METHODS ADVERTISING DIRECT RESPONSE INTERNET-BASED COMMUNICATION SALES PROMOTION
  7. 7. COMPETITIVE ANALYSIS Strengths Over 400 stores locate across the USA and other countries. Online ordering opportunity. Offer gift cards, clothing accessories, and other items to reduce its dependence on teddy bears alone. Createdmany sub-brands. More than building a bear, the individual, is building memories. Customers loyalty Weaknesses Constant having to create differentideas to keep up with consumers preferences. Prices are more expensive than some of its competitor’s products. Competitive market. Opportunities More stores in malls. Expanding International. Increase online choices. Threats Walmart, Toys R Us, Target, Vermont Teddy Bear Co.
  8. 8. OBJECTIVES • ADDING A NEW BEAR CALLED “GRANNY BEAR” TO THE BUILD-A-BEAR PRODUCT LINE. • CONTINUED MARKETING ORIGINAL STUFFED ANIMALS WITH ITS FOCUS ON THE COMPANY REVENUE FROM OLD AND NEW CUSTOMERS WITH THE IMPROVED AND REVISED MARKETING STRATEGIES. • BUILD-A-BEAR WILL OFFER TRAINING TO EMPLOYEES TO HELP WITH TRANSITIONING INTO NEW MARKETS WITH BOTH A DIFFERENT DESIGNED FRANCHISING MODEL AND EXPANDING INTERNATIONALLY. • THE COMPANY WILL FOCUS ON BY IMPROVING AND EXTENDING THEIR EFFORTS TO DEVELOP HIGHER IMPACT PRODUCT THAT APPEALS TO TEENAGERS AND YOUNGER ADULTS. • ENHANCING THE BRAND APPEAL WITH OLDER CHILDREN AND GROWING STORE SALES USING SOCIAL MEDIA TO HELP BRING AWARENESS TO THE BUILD-A-BEAR WEBSITE, BUILDABEARVILLE.COM WEBSITE. • INCREASING STORE SALES BY HIGHLIGHT THE BENEFIT AND INCENTIVE FOR BECOMING A LOYALTY CLUB MEMBER THAT WILL ALSO OFFER DISCOUNTS AND COUPONS FOR THE VALUABLE CUSTOMER.
  9. 9. TARGET ◄DEMOGRAPHICS 80% OF THE TARGET MARKET IS BETWEEN THE AGES OF 1 AND 14 YEARS OLD. THE OTHER 20% IS MADE OF ORGANIZATIONS, SUCH AS SCOUT GROUPS OR CHURCH GROUPS, GRAND PARENTS, AUNTS, UNCLES. ◄PSYCHOGRAPHICS INFORMATION FOR PSYCHOGRAPHICS IS BASED ON VALUES, OPINIONS, PERSONALITIES, AND LIFESTYLE AROUND THE PRODUCT OR ORGANIZATION. ◄BEHAVIORS THE NEW “GRANNY BEAR” BY INTRODUCING AN OLDER GENERATION AND CHURCH ORGANIZATIONS TO THE BUILD-A-BEAR EXPERIENCE WILL ALSO OPEN THE IDEA TO MORE CHURCH ORGANIZATIONS SETTING UP EVENTS THROUGH THEIR LOCAL STORE. ◄GEOGRAPHIC CONSIDERATIONS BUILD-A-BEAR WORKSHOP® IS PRIMARILY IN THE NORTH AMERICA CONTINENT. AS OF DECEMBER 30, 2006, BUILD-A-BEAR WORKSHOP® OPERATED 271 COMPANY-OWNED RETAIL STORES IN THE UNITED STATES, CANADA, THE UNITED KINGDOM, AND IRELAND. OF THOSE STORES, 232 ARE BUILD-A-BEAR WORKSHOP® STORES LOCATED IN THE UNITED STATES AND CANADA AND 38 ARE LOCATED IN THE UNITED KINGDOM AND IRELAND” (HOTSTOCKED, 2016).
  10. 10. REFERENCES: http://blog.hubspot.com/marketing/content-marketing-plan http://www.businessinsider.com/advertising Build-A-Bear Workshop®. (2016). Financial Reports. 2014 Annual Report. Retrieved from: http://phx.corporate-ir.net/phoenix.zhtml?c=182478&p=irol-reportsannual http://marketingland.com/library/mobile-marketing-news http://www.marketingteacher.com/sales-promotion/ http://www.socialmediaexaminer.com/podcasting-with-michael-wolf/ http://successwise.com/what-is-direct-response-marketing http://www.webopedia.com/DidYouKnow/Internet/internet_communications.asp http://www.wordstream.com/social-media-marketing

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