Mattel's Product Recall

Paper Summary:

This paper focuses on the market research strategies the Mattel company can use to ascertain the damage to their brand caused when they disclosed that their manufacturing partner in mainland China had used lead-based paints in the production of Fischer-Price Toys and toys from several other brands. The paper attempts to determine the specific steps Mattel can take to overcome the marketing challenges Matel faces and defines specific strategies that will measure the perception of Mattel today after the recalls and the level of credibility Matel's apologies generated. The paper concludes with several recommendations for Mattel.

Outline:
Introduction
Defining a Market Research Strategy
Perceptual Mapping and Audits
Voice of the Customer Programs to Reconnect with Global Customers
Re-vamping the CRM system to be more Channel-Specific
Recommendations

From the Paper:

"Throughout August and September, 2007 Mattel Corporation disclosed that their manufacturing partner in mainland China had used lead-based paints in the production of Fischer-Price Toys in addition to toys from several other brands (Associated Press, 2007). Chinese manufacturers countered that is was Mattel's own lack of safety and quality standards with suppliers that set the stage for lead paint being procured from unreliable and unqualified third party suppliers. As a result, Mattel apologized to both the Chinese government and the American consumers with extensive media coverage of both (Thottam, 2007)."

Sample of Sources Used:

• Associated Press, (2007). Mattel issues new massive China toy recall. Retrieved October 9, 2007, from MSNBC Web site: http://www.msnbc.msn.com/id/20254745/
• CRM Buyer (2005) - Searching for Blue Ocean Strategies. Louis Columbus. CRMBuyer.com. September 23, 2005. Accessed from the Internet on October 9, 2007: http://www.crmbuyer.com/story/46292.html
• Gartner 2001 - Eight Building Blocks of CRM: A Framework for Success. John Radcliffe. December 13, 2003. Gartner Group. Groton, CT. Accessed from the Internet on October 9, 2007:http://www.gartner.com/2_events/crmawards/2005/buildingblocks.pdf
• Thottam, Jyoti (2007 September 27). Why Mattel Apologized to China. Retrieved October 9, 2007, from Time.com Web site: http://www.time.com/time/business/article/0,8599,1664428,00.html
• Vivalogo, (2007). Fundamental of Perceptual Mapping. Retrieved October 9, 2007, from Vivialgo Learning Library on Perceptual Mapping Web site: http://www.vivalogo.com/logo-library-design/perceptual-mapping.htm

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