Goldie Blox

Marketing & Advertising

Summerfuel 2013

G5

Julie Lucki
Adriana Parnes
Samara Mariano
Nicole Goldstein
Jessica Beyer

Marketing Company

Product History
Created by Debbie Sterling, a female engineer from
Stanford University
Wants to broaden girls' horizons
Feels girls are more than just the pink aisle
Does this by introducing young girls to the basics of
engineering

Product Description

Product Description
Covered in plastic and foam, avoiding any
hazardous plastics, such as PVC
Child-friendly toy: has curved edges, attractive
colors, as well as soft textures
Inspired by common household objects and craft
items.
Book: either reading or audio to practice both
verbal pronunciation and auditory skills
Integrates this colors into the toy itself
Exposes future female engineers to the concept of
gears, pulleys, circuits, and coding.
Fuses spatial and verbal skills
$29.99

Brand Brief
Elements

Mission:
Key
Vision:
To provide, in Key Products: competitors:
create more
long-term,
Engineer +
Lego
engineering
more women
Book set
Disney
toys for girls.
engineers.
Barbie

Key
Value
Competitive
stakeholders: proposition:
advantage:
Target
GoldieBlox, Learning and
Innovative,
Market:
Inc
stimulating
cheap, child
Young Girls (
Toys r us experience in
friendly
aged 5-9 )
Debbie
a fun, girly
(format)
Sterling
way.

Attributes:
A fusion of
engineering
and
femininity

Brand Prism
Physical
- Curved edges
- Attractive girly colors
- Soft texture

Relationship
- Proximity
- Easy use

Reflection
- Futuristic

Personality
- Innovative
- Simple

Culture
- Ground-breaking
- Amusing

Self-Image
- Independence

Market Analysis

Target Market

Young girls (ages 5 to 9)

Parents with young girls
Grandparents with young grandchildren
Middle and Upper class

Target Group 1
Robert(37) and Julie(34) Martin, New York City (NY)
They have a young daughter named Alice(7)
Robert is a lawyer and Julie is the vice president for
Estee Lauder Human Relations department
Both parents went to college
Robert has a masters in law
Julie has a bachelor in business and art
Annual salary: $420,000
Alice is in 1st grade at a private school and she loves
drawing

Target Group 2
John (27) and Gracie (25) Smith, San Diego (CA)
They have a young daughter named Lily(5)
John works as a secretary in a local bank and has a
part-time job as a waiter at Olive Garden at night
Gracie works as a singer during the night (sings at
local bars)
Lily goes to a public school and she loves to swim
Gracie just graduated from a liberal arts college
(UCSD)
Together they make an annual salary of $120,000

Target Group 3
Bill (60), Blacksburg (VA)
Professor at Virginia Polytechnic Institute
Has a young granddaughter who visits him at his
office every Friday after-school.
Son and daughter-in-law work in the computing
field.

Competitive Analysis
Strength
Unique
Kid safe with rounded edges
Teaches specific concepts and
skills
Affordable price

Opportunities
Social Media (Youtube, and
Facebook)
First company to target this
niche market

Weaknesses
Focuses only for girls
Very new product that lacks publicity
Only one product so far
Limited age group (5-9)

Threats
Lego for girls ($14.99)
Barbie (Mattel. Inc)
Conservative people

Competitors
Mattel (Barbie)

Lego

Disney Store

- Since 1959

- Since 1949

- Since 1987

- Dolls and accessories

- Brics for building

shapes, toys aircrafts, etc

- Characters and toy

sets

- $10 - $25

- $39.99 - $400

- $9 - $111

- Market Share: 22% of

toy industry

- Market Share: 85% of

building block market

- Market Share: 13.7% of

toy industry

Competitive Analysis
Quality

Price

Companion Product
Mobile application of interactive
story book game. Player must
incorporate engineering skills in
order to surpass challenges.

Advertising
Defne Celebioglu
Ziad Aljarboo
Judy Chen

Advertising Strategies
Condense existing Goldie Blox
commercial to roughly 30 seconds, to
play before YouTube videos.
Display a Christmas-shoppingtargeted ad to promote buying
GoldieBlox as gifts.

Medium:
Magazines (Print)
Why magazines?
Common.
Direct.
Permanence.
Specific target readership.

Magazines: Parenting
School Years
Content:
Parenting advice for parents with
young children in school.
Readership:
Audience: 11,205
College attendance: 62%
Target: parents with 6-11-year-olds
Employed: 55.1%

Magazines: Wired

Content:
Technology
Business
Readership:
Audience: 3 million
College attendance: 86%
Median age: 39 years
Male/Female: 70%/30%
Employed: 76%

YouTube

The commercial will appear before these

types of YouTube videos:
Educational videos (e.g.: Nat Geo Kids)
Cartoon shows (e.g.: Dora the Explorer,
SpongeBob, Phineas and Ferb)
Children songs (e.g.: One Direction)

Ad 1

Ad 2

Media Plan Calendar

Key:
Wired
Parenting

2013

Aug

Ad 1

Ad 2

Sept

Oct

2014

Nov

Dec

Jan

Feb

Mar

Apr

$250
,654

$227,880

Shopping season
($341,820)

May

Jun

$250
,654

July