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Nicole Ferguson, Angelina Lusetti, Erin Groebe

Nicole Ferguson, Angelina Lusetti, Erin Groebe. Background. Where best friends are made Maxine Clark - Chief Executive Bear of Build-A-Bear Workshop Inc. since 1997 World Bearquarters in St. Louis, MO First store opened in October, 1997 Brand Extension - Friends 2B Made. Background.

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Nicole Ferguson, Angelina Lusetti, Erin Groebe

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  1. Nicole Ferguson, Angelina Lusetti, Erin Groebe

  2. Background • Where best friends are made • Maxine Clark - Chief Executive Bear of Build-A-Bear Workshop Inc. since 1997 • World Bearquarters in St. Louis, MO • First store opened in October, 1997 • Brand Extension - Friends 2B Made

  3. Background • Toys and Games Industry • Located in 45 states, 16 countries • Franchises in international markets • 59 new locations coming soon • Average price per stuffed animal: $32 • 2005 fiscal revenues - $362 million • $600/sq. foot in annual sales

  4. Guests are introduced to all the furry characters in the store and select one, which soon becomes their new best friend Choose Me

  5. Guests may select from several sound choices to place inside their stuffed animal to further personalize their new friend Hear Me

  6. With the help of the master Bear Builder associates, guests fill their new friend with stuffing for just the right amount of hug-ability Stuff Me

  7. The last seam is neatly pulled shut, nearly completing each new best friend Stitch Me

  8. The guest brushes the animal at the bear spa to make sure his or her new friend is well groomed and pawfectly huggable! Fluff Me

  9. Guests then stop at the computer, where they answer several questions about their new furry friend, including the birth date and of course, the name of their new pal Name Me

  10. Guests may dress their new friend in the beary latest furry fashions. The bear apparel boutique features clothes and accessories for all occasions Dress Me

  11. Guests wrap up their bear-making adventure at the finalstation, where they are given their customized birth certificate and a special Buy Stuff Club® card to apply towards future purchases Take Me Home

  12. Strengths: Customized, interactive shopping experience – “magical” Broad/loyal customer base – 3 generations Build-A-Party International locations Commitment to community Online shopping Ad campaign Weaknesses: Price Child-like treatment Youthful Time consuming process Strengths/Weaknesses

  13. Opportunities: More store locations Expand out of malls Extend the brand Threats: Russ Berrie Vermont Teddy Bear Co. Toys R US Disney Store Mass retailers (Wal-Mart, Target) Changing fads in youth culture Opportunities/Threats

  14. Washington Square Clackamas Valley River Center Locations in Oregon

  15. Sources • Build-A-Bear Workshop, http://www.buildabear.com • “Build A Bear Workshop,” Business Week Online. http://www.businessweek.com/magazine/content/05_23/b3936411.htm • Today Show http://www.msnbc.msn.com/id/3032633/#

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