Nguyên lý marketing. Phân tích cú lộn ngược dòng của GoldieBlox

Welcome to group 3
Member
Name

1.
2.
3.
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Trần Khánh Huyền
Nguyễn Quỳnh Nga
Dương Thị Hải Yến
Lê Thị Mơ


Company Case: GoldieBlox:

Swimming upstream against consumer
perceptions


OUTLINE
Part I
Part II

• Overview
• Question &
answers


PART

I

History
•
•

• GoldieBlox is an
American toy company
that markets interactive
toys designed for girls

Launched in 2012 as a
prototype on Kickstarter
Stanford : 86% men 14%
women


Product
Entertainments
Toys

Games


Consumer behaviour
CULTURAL
•
•
•

SOCIAL

Culture
Subculture
Social class

• Reference groups
• Family
• Roles and status

Factors influencing
consumer behavior

PSYCHOLOGICAL
•
•
•
•

Motivation
Perception
Learning
Beliefs and attitudes

PERSONAL
•
•
•
•
•

Age and life-cycle stage
Occupation
Economic situation
Lifestyle
Personality and self-concept


CONSUMER PERCEPTIONS
Factor that influence consumer perceptions

NEED

MOMENT

0
1

0
2
BENEFIT

0
3

04

PRODUCT

1

GoldieBlox Girl-Powered Spinning
Machine
GoldieBlox’s “princess Machine” video
launched on YouTube in November 2013

2

This
is your Brain on engineering(GoldieBlox Easter
3
PSA)

STRATEGIES
STRATEGIES
PROMOTION
PROMOTION
4

5

6

“GoldieBlox vs.the Big sister Machine” launched on
youtube in November 2014

GoldieBlox released their first single and animated music
video , “lightning strikes” in December 2014

Broadcast by super bowl, because GoldieBlox was
winning the competition


Problems
“Girls, to do the
dishes, girls, to
clean up my room,
girls do to the
laundry”

“Many feminist voices
said that GoldieBlox’s
approach is little more
than window dressing.”

“ You can’t a toy meant to
break down stereotypes is
an over- generalized belief
with their think it was true
and about a particular
category of people when you
start off with the ideal that we
know all girls love
princesses”

"Wanting to be a doctor or
architect or cook, that really
begins when you’re young
and walking around with a

stethoscope or playing with
an Easy Bake oven”

“Pinkification, and beauty
norms to sell STEM toys to
girls and foot ourselves
that we are amazing and
progressive raising an
incredible generation of
female engineers”


General comments
2009 poll by the American Society
for Quality of children 8 to 17, 24
percent of boys said they were
interested in a career engineering,
but only five percent of girls said the
same. And that gap continues with
adults: just 11% of engineers are
women culture, not biology.

True, as toy stores have gotten pinker,
women have made more progress in
the workplace. All those cute little
vacuum cleaners and mini baby bottles
haven’t discouraged girls from going to
college or excelling in academic fields
other than science. Women make up
the majority of undergrads and are

entering law school in equal numbers
to men. So it’s clear that gendered toys
aren’t entirely to blame for the dearth of
female engineers—a myriad of reasons
from lack or mentors to childhood
development contribute as well


PART II
QUESTIONS & ANSWERS


Question 1: Of the factors that influence consumer
behavior, which category or categories (cultural, social,
personal, or psychological) best explain the existence
of a blue toy aisle and a pink toy aisle? Why?


EXISTING MARKET (Toy
aisle)
•
•

Princess toys
for Girls
Building
blocks for
Boys

Cultural

•
Family members
Male/Female

Social

•

Pink color for
Girls
Blue color for
Boys

Psychologic
al


Question 2: Choose the specific factor (for example,
culture, family, occupation, attitudes) that most
accounts for the blue/pink toy aisle phenomenon.
Explain the challenges faced by GoldieBlox in
attempting to market toys that “swim against the
stream” or push back against the forces of that factor.


 Culture is the factor most accounts for the blue/pink toy aisle
phenomenon.
GoldieBlox goes with Diversification

The challenges faced by GoldieBlox
Discriminatio
n

GoldieBlox
Culture

Girls

Boys
&
Girls

Criticism

Pink/blue
Culture
Princess dolls Toys

GoldieBlox Toys

Debate

50%

50%


Question 3: To what degree is GoldieBlox bucking the
blue/pink toy aisle system ?

Answers
GoldieBlox is booking the blue/pink toy aisle system, but not completely.
Instead of completely eradicating all gender bias associated with the colour
pink, Sterling choose to integrate the ideas into her innovative toy. the toys
are still pink and very girly; however, they have elements of what would
traditionally perceived as “ manly” and influence girls to open their horizons to
“ building and creating ”. The GoldieBlox toys have a number of different play
sets that aim to integrate the stereotypical elements of a young girl’s toy by
presenting it as “ skinny, blonde, and cute...favouring pink and purple”, while
integrating ideas of STEM and “ raising awareness about the lack of women in
technical and scientific fields”. The toys and stories feature animals and
ribbons, and characters are more likely to help others than to succeed on their
own”.


Question 4: If GoldieBlox succeeds at selling lots of its
toys, will that accomplish the mission of increasing the
presence of females in the field of engineering ?


There is no guarantee one way or another that the success of a toy,
specifically GoldieBlox, will accomplish the mission of increasing the
presence of female in the field of engineering. However, it is a step in
the right direction. During Sterling’s research process, she pound that
“in order gain interest in and pursue a given field, a person must be
exposed to the right inputs at an early age”. Hopefully these toys will
provide the “ right inputs ” for girls to be interested in STEM fields.
Offering toys that include elements and other factors outside the

traditional realm of “ girl toys ” will hopefully do what it is intended to
do and introduce girls to the possibilities of pursuing careers in the
fields


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