Chapter 12, Problem 3CTQ

Summary Introduction

Case summary:

The Company L is one of the effective marketers in toy manufacturing and it leads to conquering the toy world. Now a day the brand L worth $8 billion which is twice the value of a combination of the next 10 brands. The brand L joins millions of adults and kids because the brand is too valuable

The Company first focused on wooden toys but it is difficult to sell in the market so they shifted to creating cheaper plastic toys. The Company has two-fold motives which are the starting of star war themed products and including customers in the marketing and designing of the product.

Then L gradually reduced the customer contact because of the fear of litigation from the parents sometimes they register sue for a piece of sales revenue. The unwillingness to accept outside ideas leads to moving the Company from the outside world. The three other retailers said the L was outdated in the market and this information is spread around the online media. The firm could not control the spread of news.

Then the firm wakes up immediately while connecting L ambassador network, 300 online communities, users and fan groups. Now the company maintains frequent contact with this product fans and sharing ideas and advice this leads to capture the new generations.

 In the present scenario, the Company faces hard competition reached an entertainment digital world. It focused on imagination and creativity which retains the millions of active minds of kids and adults. 

To discuss: The manner in which person X imagines that the meaning of the brand L differs between adults and children.