Chapter 5.2, Problem 2C

Summary Introduction

Case summary:

Company L is a toymaker company which was founded in the year 1932 by Person C. Later it was moved to his son Person K after Person C’s dismiss. They made plastic bricks. The product was produced on targeting both girls and boys but it was attracted more by the boys. So Person K wants to make its products exclusively for the girls. For this purpose he made various research to know the habits and preference of the young girls. The research found that girls are concentrated on role playing and they are attracted on colors.

So he made a product called Company L friends set. This set includes 5 female mini figures, and created with attractive colors like pink, lavender, and turquoise. This product becomes a controversy as it forced gender stereotype.

But the sales were double than the earlier. It attractive girls heavily. The success of the company was because of its research, workers, and customer relationship.

Characters in the case:

• Company L: The toymaker
• Person C: The founder of Company L
• Person K: Son of Person C

To discuss: The way Company L engages it customers in marketing research