Build-A-Bear: Build-A-Memory

Question # 01: Give example of needs, wants and demands that Build-A-Bear
customers demonstrate, differentiating each of these three concepts. What are
the implications of each on Build-A-Bear’s action?

Needs: Needs are states of felt deprivation. They include basic physical needs for
food, clothing warmth, and safety. Social needs for belonging and affection and
individual needs for knowledge and self-expression. These needs were not created
by marketers; they have basic part of the human makeup. Build-A-Bear customers
are children and children have a need of entertainment, belongingness and
affection. To fulfill these needs children need an activity or a toy to play with to
fulfill their needs.

Wants: Wants are the form needs take as shaped by culture and individual
personality. A Pakistani needs food but want dinner with traditional food at a
restaurant. An American needs food but want a Big Mac with French fries and soft
drink. In this case children want a place where they can get a toy of their own
choice where they have freedom to make a toy like bear of their own choice by
choosing, stuffing, stitching, and naming the toy (bear).

Demands: Wants backed by buying power become demands. Given their wants
and resources, people demand products with benefits that add up to the most value
and satisfaction. Build-A-Bear is offering different type of bears with difference of
accessories and customs and price starts from $10 and end up on $25. The more
the customer demands the experience of making a bear with his/her choice the
price increases.

Implication: Build-A-Bear starts in 1996 in the era of dot.com. People were

starting their business operations in the virtual world. At that if anyone wants to
start a brick and mortar chain he had to come with a unique idea. Maxine Clark
comes up with a creative idea of Build-a-Bear where children can experience a
creation of a toy like bear. Clark emphasizes upon the need of entertainment, self
esteem, belongingness and created Build-A-Bear where children come with their
parents to buy stuff bear. Clark fulfills children’s want of experience by making,
customized, personalized bear through a multi stage process of choose me: stuff
me: hear me: stitch me: fluff me: dress me: name me: by the child. The
company also provides the facility to the children to decorate the bear with the
accessories of their own choice. Company provides children different clothing,
sports items, and other accessories according to the demand of the customers. In
this way Build-A-Bear provides and experience and lot more entertainment to
their customers (children) and to their parents a healthy activity for their child.

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Question # 02: In detail describe all the facets of Build-A-Bear product. What
is being exchanged in Build-A-Bear transaction?

Build-A-bear product’s differentiation is customization and the experience of

making own toy. When a child goes to the Build-A-Bear’s workshop it gives an
amazing satisfaction to the child that he/she is in a different world where he/she
can make his/her own toy with that he/she will play.
The basic aspect of Build-A-Bear is the amazing multi stages procedure which is
as follow:
1. At “Choose Me”, child goes to the
workshop and chose his/her favorite
unstuffed animal (bear) in the range
that company offers.

2. At “Stuff Me” station animal comes to

existence. Child operates a foot pedal
that blows in the stuffing.

3. At “Hear Me”, child decides to put a

voice box inside the bear or he/she needs his/her toy without voice box.

4. At “Stitch Me”, child stitch the animal shut.

5. At “Fluff Me”, child gave blow dry spa treatment in order to check the bear
is well groomed.

6. At “Dress Me”, child decorate its bear with accessories according to

choice.

7. At “Name Me”, child gave a name for bear and got a birth certificate along
with the bear.

Providing Value to the Customer

Build-A-Bear provide an exciting experience with creativity to its

customers. When a child makes his/her toy own handed he/she
learns a lot and feel comfortable. The best vale Build-A-Bear is
providing an experience of making a bear at relative low cost as
compared to the other bear makers. Company design its process
very well, while waiting for turn customer enjoy the making of
other’s bears which gave an other experience. To provide best
customer value, the owner Maxine Clark moves to different

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stores in the week and stand with children and talk to their parents about the
product and their experience.

Feedback Service (Virtual Cub Advisory Council)

Owner Maxine Clark gave her email address to lot of children to keep in touch
regarding Build-A-Bear. As a result she receives thousands of e-mails each week
and she added to the buddy lists of preteens all over the world. Clark has also
made a Virtual Cub Advisory Council, where children communicate with her and
gave suggestions and new ideas to improve Build-A-Bear.

Question # 03: Which of the five marketing management concepts best

describes Build-A-Bear Workshop?

Build-A-Bear use “Marketing” concept from five market ing management

concepts, because marketing concept is the idea in which achieving organizational
goals depends on knowing the needs and wants of the target markets by delivering
the desired satisfaction batter then the competitor do. Build-a-bear achieved it
success by knowing the needs and wants of customers. They focus on customer’s
needs and pay their full attention toward satisfying customer’s needs and wants.

Question # 04: Discuss in detail the value that Build-A-Bear creates for its
customers.

The value created by the build-a-bear to its customers is

fulfilling the needs and wants. They involve their customers
in all production actions. They empowered them to choose
design according to their wish, customize it and to create a
toy which they have chosen.

Build-A-Bear is focusing on the value of self experience

because when a child buy a toy he/she has a need of
entertainment and if he buy a toy which is made himself, it is a new experience for
it which gave him great self satisfaction and confidence. The multi stage process
of making a toy is basic value which company gives to its customers.

Owner Maxine Clark gave her email address to lot of children to keep in touch
regarding Build-A-Bear. As a result she receives thousands of e-mails and new
ideas each week and she added to the buddy lists of preteens all over the world.
Clark has also made a Virtual Cub Advisory Council, where children
communicate with her and gave suggestions and new ideas to improve Build-A-

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Bear. I think it is another way used by owner to give value to its customers and
there suggestions.

Question # 05: Is build-a-bear likely to be successful in continuing to build

customer relationships? Why or Why not?

Yes because Clark’s personal interaction with customers and utilization of both
high and low tech communication. Clark put herself in the customer’s shoes, she
walks where they walk, she visit two or three stores every week and chat with
customers. She allows customers to communicate with her by chatting via
Blackberry and they can propose new ideas. As long as Clark fulfills customer’s
needs and wants, the company will continue to be succes sful.