Goldieblox Case Study

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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... ... middle of paper ... ...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.

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