fisher price
Industry history:
1.the toy industry is composed of a few large firms and several hundred small manufacturers.
2. The toy industry is highly seasonal.
3. Chain store were likely to continue to be major vendors of toys.
4. Toy industry observers break down the types of toys available into four categories: a. prestige items b. staple nondiscount toys c. semidiscount items d. extreme discount toys.
Company background
The company was founded in 1930 and the organizer thought each toy must have five qualities: intrinsic play value, ingenuity, strong construction, good value for the money, and action. A line of music box toy is the first success toy of the company. In the 1960s, the company changes its pricing policies and be purchased by the Quaker.
Product Testing
Place on-premise nursery school
Object two age levels- 2 to 3 years and 4 to 5 years
Time twice weekly for three-week periods
Outcome designers could effectively pretest new toys and insure maximum interest, safety, education, and the like.
Marketing Programs
Target Adult purchasers, such as mothers and grand mothers
Promotion type Advertising in women's magazines Selling toys in entire product line Day time television talk show and soap opera
Price policy
The old guard believed that their success had come from a moderately priced product line.
The new manager, Asthalter and Weinschreider, thought many exciting new product ideas could not followed the policy that keep prices below $5 level.
Developing the ATV Explorer
Product name ATV (All-Terrain Vehicle)
Product features it could carry 200 pounds; could be steered; came equipped with a horn, and two small removable passengers; and provided a storage space.
Product test consequence Substantial success in the nursery school and parents would buy the product when the price is $12.
Threat Other company provide a low-price car which has bad quality
ATV Explorer Pricing Dilemma
Problem: The Company cannot sell its product,
1.the toy industry is composed of a few large firms and several hundred small manufacturers.
2. The toy industry is highly seasonal.
3. Chain store were likely to continue to be major vendors of toys.
4. Toy industry observers break down the types of toys available into four categories: a. prestige items b. staple nondiscount toys c. semidiscount items d. extreme discount toys.
Company background
The company was founded in 1930 and the organizer thought each toy must have five qualities: intrinsic play value, ingenuity, strong construction, good value for the money, and action. A line of music box toy is the first success toy of the company. In the 1960s, the company changes its pricing policies and be purchased by the Quaker.
Product Testing
Place on-premise nursery school
Object two age levels- 2 to 3 years and 4 to 5 years
Time twice weekly for three-week periods
Outcome designers could effectively pretest new toys and insure maximum interest, safety, education, and the like.
Marketing Programs
Target Adult purchasers, such as mothers and grand mothers
Promotion type Advertising in women's magazines Selling toys in entire product line Day time television talk show and soap opera
Price policy
The old guard believed that their success had come from a moderately priced product line.
The new manager, Asthalter and Weinschreider, thought many exciting new product ideas could not followed the policy that keep prices below $5 level.
Developing the ATV Explorer
Product name ATV (All-Terrain Vehicle)
Product features it could carry 200 pounds; could be steered; came equipped with a horn, and two small removable passengers; and provided a storage space.
Product test consequence Substantial success in the nursery school and parents would buy the product when the price is $12.
Threat Other company provide a low-price car which has bad quality
ATV Explorer Pricing Dilemma
Problem: The Company cannot sell its product,