BOC, Week 4 Big

The Marketing strategy in Big

In the beginning of the movie McMillan toys talked about they didn’t understand why the market research they did came out wrong. They didn’t understand why a kid that likes toys didn’t like the toy they were trying to produce. In the movie they show Josh going into a FAO Schwartz and he sees Mr. McMillan. Mr. McMillan says to josh what are you doing here? Josh says he comes there to look at the toys. Mr. McMillan says this is good marketing research because you can see the toys. All it took was an electric key board on the floor to bond these two souls.

Josh became vice president of product development in a week all because he was at a toy store at the right time. Susan and Paul are having breakfast and they casually mention josh, and Paul asked where he used to work? Susan said she has checked all major toy companies and nobody have heard of him. They are watching the news and Paul notices business men of Wall Street are getting arrested and don’t know why. Susan pours milk and there is a missing picture of josh on the carton.

At one of the business meetings they talk about how the empires state building robot toy, and the demographics that are involved, and that 9-11 year old like this toy. Action figures have climbed to 27%-45% in the last two years. Mr. McMillan says you can’t stop a thirteen year old boy from growing up, because all he wants is a thirteen old girl and you can’t build one of those like you can a toy. Josh gets his inspiration from other kids and himself and this is how he gets his research. This is the best way to conduct your research.

McMillan toys were showing “limited expertise” pg. - 71 in their conduct of study, it took a 13 year old to tell and show them what a kid wants. Sometimes with companies they lack common knowledge and just pay a little too much to the competition and not the consumer wants.” Responds of their needs” Pg. -73. In conclusion it’s good to clear up key issues before research begins.” Keeps you in the loop”. pg-74