Popular Searches
Useful Links
Consumer Behaviour Case Study
Case Title:
Fisher Price: Toys Goes Hi-Tech
Publication Year : 2006
Authors: Himani Yadav, Seema Agrawal & Joel Sarosh Thadamalla
Industry: Toys
Region:Usa
Case Code: CSB0010A
Teaching Note: Not Available
Structured Assignment: Not Available
Abstract:
Fisher-Price was one of the subsidiaries of Mattel, the world’s largest toy making company. Fisher-Price had introduced Play Labs where the research team observed the manner in which kids played with the toys, such child research centre was the first of its kind in the toy industry. The company decided to introduce KidTronics range which it could have launched five years ago but preferred to wait for the cost to come down to make it durable. Fisher-Price had historic record of producing durable toys which provided it with a competitive edge in the industry. Fisher Price dealt in toys for three segments: infant (0-12 months), toddler (12-36 months), and preschool kids (3-5 years). The company faced challenge due to high cost, huge investments required in product design and development, and other external factors like knock offs, competition etc.
It was expected that the market for the electronic toys for kids will be growing at the rate of 15% per annum. The sales were expected to reach US $146 billion by 2015. Fisher-Price’s KidTronics products range was in accordance with the trend in the toy market. Fisher-Price differentiated itself by promoting an entire product range instead of pushing single item in the toy market. Fisher-Price promoted high tech toys as an aid for the educational tools for a child’s development. Would Fisher-Price succeed in its foray over the launch of KidTronics? Would it be able to sustain its reputation and appeal parents with its new range of electronic toys?
Pedagogical Objectives:
- To analyse the potential of electronic toys for kids
- To discuss the marketing strategies followed by Fisher Price
- To discuss on the acceptability of KidTronics range by Fisher Price among kids and more importantly parents.
Keywords : Mattel, Fisher-Price, competition, Preschool kids, KGOY, strategy, kids, Research, new product development, Play labs, trend, segmentation, targeting, positioning, toy advertising, toys, Promotion, Advertising, Marketing, KidsTronics, Electronic toys, Health hazards due to toys, product recalls, me too products, Marketing Strategies Case Study, Competitors
Contents:
|
|
Related Case Studies
- »Marketing Fizzy Fruit to kids: Opportunities and Challenges
- »L’Oreal in India: Marketing to Middle Class Consumers with Premium Prices?
- »Sunsilkgangofgirls.com : Crafting a Brand Positioning With Reference Groups
- »Razors Duel: For Women's Sake!
- »China’s ‘Me’ Generation: Implications for Business
- View all Consumer Behaviour and Marketing Research case studies »
Recently Bought Case Studies
- Marketing New Vistas - Vol.I
Price: $25
Hardcover edition
ISBN 978-81-314-1665-5 - Emerging Giants from Emerging Markets
Price: $25
Hardcover edition
ISBN 978-81-314-1955-7 - New Age Marketing– Vol. I
Price: $35
Hardcover edition
ISBN 81-314-0489-7 - View all Casebooks »
Case Studies On
- Course Case Mapping For Marketing Management - I
Price: $Course Case Mapping For Marketing Management - I - I
Hardcover edition - Course Case Mapping For Marketing Management - II
Price: $Course Case Mapping For Marketing Management - II - I
Hardcover edition - Course Case Mapping For Quantitative Methods
Price: $Course Case Mapping For Quantitative Methods - I
Hardcover edition - View All Course Casemaps»
Course Case Mapping For
- An Interview with Personnel of Vaatsalya Group
Price: $Vaatsalya Hospitals (B): The Operational Model - An interview with Dr. Ashwin Naik & Dr. Veerendra Hiremath
Price: $Vaatsalya Hospitals (A): The Business Model - An Interview with Dr.Rajiv Malhotra & (Prof)Dr.M.P.Sharma
Price: $Managing a World-Class Hospital: The Rockland Story - View all Video Interviews»
Video Interviews
- Training and Development
Executive Brief with Anjali Mukherjee
Highly Recommended for Human Resource Management / Training and Development Course - You Can't Play by Rules, Always
Executive Brief with R.D. Prasad, Product Manager.
Highly Recommended for Organizational Behavior Course - New Recruit MBAs Attitudes
Executive Brief with Lopamudra Ray, Keya Gupta and Deepika Lingala.
Highly Recommended for Organizational Behavior Course - View all Executive Briefs»
Executive Brief
- Al Ries
Chairman of Ries, an Atlanta-based marketing strategy firm
Speaks on Brands and Branding - P Gopalakrishnan
is a Vice-President, CavinKare International Business.
Speaks on Brands and Branding - Richard Rawlinson
Richard Rawlinson, is a Vice President of Booz & Company
Speaks on Marketing in a Downturn - View All Executive Interviews»