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C04382 Master Of Marketing

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C04382 Master Of Marketing

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C04382 Master Of Marketing

0 Download3 Pages / 606 Words

Course Code: C04382
University: University Of Technology Sydney is not sponsored or endorsed by this college or university

Country: Australia

When you think of Aristotle, a picture of a bearded ancient philosopher from Greece comes to mind. But for toy manufacturer Mattel, Aristotle has a much more negative connotation so much so that it might not want to sully the name of any more famous philosophers in futureproduct launches.
The Aristotle was to be Mattel’s venture in a new area, away from toy lines like Barbie and Fisher?Price.This new area was in the world of smart speakers, voice?activated devices that respond to voices and take orders from users to perform various tasks. But Mattel’s focus was on children, offering Aristotle as a virtual assistant to the toddler to tween crowd. Some of the functions of the Aristotle that were announced in early 2017 were alerting when babies wake up, ordering diapers when needed, reading books aloud, and helping kids withhomework. The idea of Aristotle was that it would grow with children and evolve in meetingtheir needs in different ways, based on age.
But some of the proposed features of Aristotle when children grew older were a bit worrisome, such as requiring kids to say “thank you” and “please” before agreeing to complete tasks, and blocking children from using other connected devices like televisions until the children hadcompleted certain chores around the house.
The plan was to ship Aristotle in mid?2017, for a price of around US$300. It adjusted the launch date to 2018, amid some concerns about the product. In May 2017, the Campaign for Commercial?Free Childhood started an online petition, citing concerns over children and privacy.
The petition states in part: “In order for Aristotle to work, it collects and stores dataabout a child’s activity and interactions with it. It also connects to other apps and onlineretailers, which means that data may be shared with those partner corporations, which may use it to target the marketing of other products to young children and their parents.”Beyond the targeting of children, other serious concerns were raised about privacy issues.

Failure of Mattel in Creation of Tech-Toys
There are various concerns which led to the overall failure of the Aristotle in the entire market. This was being seen and analysed that there were few proposed features of Aristotle wherein this was worrisome for the kids in which this required the kids to say please and Thank You which was creating issues and this gave rise to the different privacy concerns for Mattel.
Privacy Related Issues: This is the first issue which was faced by Aristotle in which there was a petition against Aristotle which showed that the product is intruder and the bedrooms of the children should be free from corporate kind of snooping. With such privacy concerns, this will be difficult for the Mattel to handle such issues and this affected their profitability (4).
Unethical Usage of Aristotle: The Aristotle product is unethical in nature as the Aristotle’s microphone and the camera which are being installed in the different bedrooms and the Aristotle can collect the different data and this can share with the different retailers and advertisers. This can prove to be dangerous in nature as there is huge breach of privacy of the different individuals (5). 
Improper Strategic Planning: The Mattel has improper kind of strategic planning as the company Mattel did not apply the different marketing strategies which would have been beneficial for the success of the firm. The improper kind of strategic planning is different as the kids’ market have been targeted and the tech savvy nature of the same has affected their marketing activities in a negative manner (4).
From the case study it can be largely understood that the market positioning as adopted by Mattel with respect to Aristotle was wrong and as the company wanted to provide a virtual assistant to the children who would help them to grow and reach a later stage till adolescent. While some of the features of the assistant were considerate, however, the other features like not completing the tasks till the chores will done seemed to be disturbing which changed the positing in the eyes of the customers (1). Earlier, it appeared as an assistant but turned out to be a nanny instead. Hence, Aristotle will be required to apply a product development strategy and thereby change the features of the product and along with it plan a new positioning for itself in the market (2). Instead of targeting the children, it can target the parents and thereby position itself as an assistance to the parents who can then manage their child in a fun way.
This positioning will then help to ensure that the life of a child is not altered and that ethically, a parent will be looking after the child. This way the consumer decision making concept would then stress upon the use of the product for the different parents and not actually with respect to the child. This way the product can reposition itself as a help to the parents along with the children rather than just the children (3). The following strategy is the best marketing strategy to be adopted by Mattel as it has already spoilt its positioning as a gadget for the child and hence, could be repositioned as an assistance to parents.
(1) Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
(2) Marshall, G., 2014. Marketing management. McGraw-Hill Higher Education.
(3) Philip.; Keller Kotler (Kevin Lane.; Ang, Swee-Hoon.; Tan, Chin-Tiong.; Leong, Siew Meng). Marketing management. Pearson; 2017.
(4) Jennings mm. A look at the types of ethical issues in financial news headlines. Corporate finance review. 2015 jan 1;19(4):38.
(5) Weiss JW. Business ethics: A stakeholder and issues management approach. Berrett-Koehler Publishers; 2014 Jul 14.

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