BUILD-A-BEAR®

MARKETING PLAN PRESENTATION

MARCHELLA CHRISTIAN, TERRILYN GREEN,

TERESA HUMMEL, LEANN WEAVERAET/552

APRIL 11, 2016

CHARITY JENNINGS

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

HISTORICAL INFORMATIONMaxine Clark-Founder1997-Year FoundedFirst Animal Toy Priced $10.00-$25.00Clothing For Animal $3.00-$10.00$377,000 Sales in 1997

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.

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

STAKEHOLDERS

CUSTOMERSCUSTOMERS ARE THE

MOST IMPORTANT STAKEHOLDERS

BECAUSE THEY BRING THE SALES.

EMPLOYEESEMPLOYEES ARE A VALUABLE ASSET

TO THE COMPANY AND KEY TO PROVIDING CUSTOMERS WITH

EXCELLENT CUSTOMER SERVICE EXPERIENCE.

INVESTORSINVESTORS ARE IMPORTANT TO A

COMPANY BECAUSE THEY HELP FINANCE THE

ORGANIZATION

COMMUNICATION METHODSADVERTISING DIRECT RESPONSEINTERNET-BASED COMMUNICATION

SALES PROMOTION

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.Created many sub-brands.More than building a bear, the individual, is building memories.Customers loyalty 

  Weaknesses

Constant having to create different ideas 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.

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.

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).

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