Build-A-Bear Marketing

1. There are many different needs that Build-A-Bear offers. Physically, it gives children the sense of safety, socially in terms of affection. Individually, it fulfills the need of self expression for all customers. While everyone NEEDS safety, NEEDS affection and NEEDS self expression, Build-A-Bear gives customers, mainly the children, safety in the form of a teddy bear, which would then be considered a want. When it comes to affection, the experience makes children feel loved and adored by their parents when they take their kids there to get a teddy bear. In terms of self-expression, customers are able to create and make their ideas come to being with a customized bear, which is once again, a want. The demand is the fact that these customers, with the available finances, can purchase these customizable teddy bears and fully satisfy their wants and needs. Based on Build-A-Bear’s actions, one would conclude that Build-A-Bear aims to fulfill the wants, needs and demands of customers in a positive and family oriented way.

2. There are 7 different facets in Build-A-Bear’s product. First, there is the ‘Choose Me’ station, where customers will choose an unstuffed animal. At the ‘Stuff Me’ station, you may choose what amount of ‘fluff’ you want in your stuffed animal. Other stations include: ‘Hear Me’ makes you choose whether or not you would like your animal to speak and what to say, ‘Stitch Me’ allows you to stitch the animal shut, ‘Fluff Me’ to give your animal a blow-dry spa treatment, ‘Dress Me’ allows you to dress and accessorize your stuffed animal and finally, ‘Name Me’ where a birth certificate with the customized name is made. In a Build-A-Bear transaction, the company gets an income of roughly about $10-$25 per bear, while the customer gets a stuffed animal to hold, a unique experience and memories created on their visit to the store.

3. I believe that the Marketing Concept is the best concept