Harvard Case - Hasbro's Easy Bake Oven: Pink vs. Blue
"Hasbro's Easy Bake Oven: Pink vs. Blue" Harvard business case study is written by Subarna Nandy, Dharminder Kumar Batra, Vinod Kumar. It deals with the challenges in the field of Strategy. The case study is 8 page(s) long and it was first published on : Apr 23, 2019
At Fern Fort University, we recommend Hasbro adopt a multi-pronged strategy to address the changing gender dynamics in the toy industry. This strategy involves rebranding the Easy-Bake Oven to appeal to a broader audience, expanding its product line to include more gender-neutral options, and implementing a comprehensive marketing campaign that challenges traditional gender stereotypes. This approach will not only increase sales but also strengthen Hasbro's brand image as a progressive and inclusive company.
2. Background
Hasbro, a global leader in the toy industry, faced a dilemma with its iconic Easy-Bake Oven. While historically marketed towards girls, the product's appeal transcended gender lines. However, the company's reliance on traditional gender stereotypes in its marketing led to declining sales and criticism from parents and advocacy groups. This case study focuses on Hasbro's need to adapt its strategy to address the evolving consumer landscape and changing perceptions of gender roles.
3. Analysis of the Case Study
Applying a SWOT Analysis:
- Strengths: Strong brand recognition, established product line, loyal customer base, extensive distribution network.
- Weaknesses: Traditional marketing strategy, limited product diversity, potential for brand damage due to outdated gender stereotypes.
- Opportunities: Expanding to a broader market, embracing gender-neutral marketing, developing innovative product lines, leveraging digital marketing platforms.
- Threats: Increased competition from other toy manufacturers, changing consumer preferences, evolving social norms regarding gender roles.
Porter's Five Forces Analysis:
- Threat of new entrants: High, due to the relatively low barriers to entry in the toy industry.
- Bargaining power of buyers: Moderate, as consumers have a wide range of choices and can easily switch brands.
- Bargaining power of suppliers: Low, as Hasbro has a large buying power and can negotiate favorable terms with suppliers.
- Threat of substitute products: High, as children have various alternative forms of entertainment, including video games and digital media.
- Rivalry among existing competitors: High, with numerous established players vying for market share.
Value Chain Analysis:
- Inbound Logistics: Hasbro's global supply chain ensures efficient procurement of raw materials.
- Operations: The company has a well-established manufacturing process for producing toys.
- Outbound Logistics: Hasbro utilizes a vast distribution network to reach retailers worldwide.
- Marketing and Sales: The company employs a multi-channel marketing strategy, including traditional media, digital platforms, and in-store promotions.
- Service: Hasbro provides customer support and warranty services to ensure customer satisfaction.
Business Model Innovation:
- Value Proposition: Hasbro needs to redefine its value proposition to appeal to a broader audience, emphasizing creativity, fun, and inclusivity.
- Customer Segments: The company must target both traditional and non-traditional customer segments, including boys, girls, and gender-neutral families.
- Channels: Hasbro should leverage digital marketing channels, social media platforms, and influencer marketing to reach a wider audience.
- Customer Relationships: The company needs to build strong relationships with customers by fostering engagement, providing excellent customer service, and responding to feedback.
4. Recommendations
- Rebrand the Easy-Bake Oven: Introduce a new name and design that are gender-neutral and appeal to a wider audience. This could involve using colors and imagery that are not traditionally associated with either gender.
- Expand the Product Line: Develop a range of Easy-Bake Oven accessories and variations that cater to different interests and skill levels. This could include themes related to science, technology, engineering, and art, as well as options for baking different types of foods.
- Implement a Comprehensive Marketing Campaign: Develop a marketing strategy that challenges traditional gender stereotypes and promotes inclusivity. This could involve partnering with influencers who advocate for gender equality, using diverse models in advertising, and highlighting the creative and educational benefits of the Easy-Bake Oven.
- Leverage Digital Marketing Platforms: Utilize social media, online advertising, and influencer marketing to reach a wider audience and engage with consumers. This could involve creating interactive content, running contests, and responding to customer feedback.
- Embrace Corporate Social Responsibility: Partner with organizations that promote gender equality and support initiatives that empower children. This could involve donating Easy-Bake Ovens to schools and community centers, sponsoring events that celebrate diversity, and highlighting the company's commitment to social responsibility in its marketing materials.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Hasbro's strengths, weaknesses, opportunities, and threats, as well as the evolving consumer landscape. They are consistent with Hasbro's mission to create toys that inspire children's imaginations and foster their development. The recommendations also address the need to attract a broader audience, including boys, girls, and gender-neutral families. By embracing inclusivity and challenging traditional gender stereotypes, Hasbro can strengthen its brand image and increase its market share.
Quantitative Measures:
- Increased sales: The rebranding and product line expansion are expected to lead to significant sales growth, as the Easy-Bake Oven will appeal to a wider audience.
- Improved brand image: The marketing campaign and corporate social responsibility initiatives will enhance Hasbro's reputation as a progressive and inclusive company.
- Enhanced customer loyalty: By addressing the concerns of parents and advocacy groups, Hasbro can build stronger relationships with its customers and foster loyalty.
Assumptions:
- Consumers are increasingly receptive to gender-neutral products and marketing campaigns.
- Hasbro can successfully rebrand the Easy-Bake Oven and expand its product line to appeal to a broader audience.
- The marketing campaign will be effective in challenging traditional gender stereotypes and promoting inclusivity.
6. Conclusion
By adopting a multi-pronged strategy that embraces inclusivity and challenges traditional gender stereotypes, Hasbro can transform the Easy-Bake Oven from a product marketed primarily to girls into a beloved toy for children of all genders. This approach will not only increase sales but also strengthen Hasbro's brand image as a progressive and inclusive company.
7. Discussion
Alternatives:
- Maintaining the status quo: This option would likely lead to continued declining sales and damage to Hasbro's brand image.
- Introducing a separate gender-neutral product: This option could be less effective than rebranding the Easy-Bake Oven, as it would create a new product line and require additional marketing efforts.
Risks:
- Negative backlash from traditional customers: Some customers may be resistant to the rebranding and marketing campaign.
- Cost of rebranding and product development: Implementing the recommendations will require significant investment.
- Competition from other toy manufacturers: Hasbro will need to remain competitive in a rapidly evolving toy market.
Key Assumptions:
- Consumers are increasingly receptive to gender-neutral products and marketing campaigns.
- Hasbro can successfully rebrand the Easy-Bake Oven and expand its product line to appeal to a broader audience.
- The marketing campaign will be effective in challenging traditional gender stereotypes and promoting inclusivity.
8. Next Steps
- Conduct market research: Gather data on consumer preferences and attitudes towards gender-neutral products.
- Develop a rebranding strategy: Create a new name, design, and marketing campaign for the Easy-Bake Oven.
- Expand the product line: Develop new accessories and variations of the Easy-Bake Oven.
- Implement a comprehensive marketing campaign: Launch a marketing campaign that targets a broader audience and challenges traditional gender stereotypes.
- Monitor results and make adjustments: Track sales data, customer feedback, and market trends to ensure the strategy is effective.
By taking these steps, Hasbro can successfully navigate the changing landscape of the toy industry and position the Easy-Bake Oven for continued success in the years to come.
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Case Description
In 2012, just before the Christmas holiday season, a 13-year-old girl, McKenna Pope, filed a petition of complaint to Hasbro, a leading North American toy manufacturer. She wanted to end gender stereotypes in children's toys. Hoping to fulfill her younger brother's Christmas wish, Pope realized that there was only one pink and purple variant of the Easy Bake Oven available in the market. The oven was viewed as gender specific (only for girls) making boys reluctant to play with it. Even the commercials and the packaging of the toy featured only girls, creating a reluctance among young boys to play with it. Pope decided to write to Hasbro with the support of an online collaborative platform called change.org. The petition questioned Hasbro's product planning and created awareness about the firm's gender based marketing strategies. Surprisingly, the petition gathered support from not only parents, but also from some of America's culinary experts who voiced their concerns about creating a divided culture.
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