Toddler University Case Study

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Channel Issues for Discussion – Ch. 10 / Question # 3 Toddler University is shoe company that specializes in children’s footwear. The company grew from almost nothing to sales exceeding $25 million. Toddler’s unique product design is the major component that lead to their success. Traditionally, retailer’s inventory had to include eleven different sizes in five widths per style of shoe. This required retailers to have an extensive inventory that was very costly. However, Toddler University patented a shoe that allows the use of a one-width shoe with five shoe inserts of varying widths, thus drastically reducing retailer’s inventory requirements. This not only is cost effective for Toddler University but it also is very appealing to retailers …show more content…
One of the jobs of channel managers is to define a specific product management strategy. “Successful product strategies depend on a variety of factors such as quality, innovativeness or technological sophistication of the products themselves.” (Rosenbloom, 2003. p. 304) Toddler University perfected the innovativeness and sophistication of their shoe line. They patented a shoe that did not need the typical fifty-five size variations. Instead, their innovative development led to a shoe that comes in eleven sizes only needing different size width inserts. Toddler University’s product differentiation, “manufacturer’s attempt to portray a product as being different from competitive products, and therefore more desirable to purchase even though the price may be higher,” (Rosenbloom, 2003. p. 305) is the main contributor to their major success. This line reduces the inventory requirements placed on retailers and saves retailers on inventory space and costs associated with holding inventory. It …show more content…
Overall, products are made to meet the needs and wants of consumers. Thus, channel managers are charged with the task of making their products stand above all competition. Products must be appealing to consumers and make them want these products in their home. Because of this, channel members are interested in seeing how their “product will sell, whether it be easy to stock and display, and most important, whether it will be profitable.” (Rosenbloom, 2003. p. 294) Toddler University’s unique sizing allows customers to choose any style shoe and not worry about whether they will fit or not. If they find a style they are in love with, consumers can get the size they need without worrying if the retailer will have the exact size they need. Because of this, Toddler University will be able to create a large, loyal customer base. This makes shoe shopping for children must more enjoyable. Children’s feet grow at a rapid rate, meaning they are in constant need of bigger shoes. This can cause many moms stress, because taking a child to a footwear store can seem like a daunting task. However, Toddler University’s unique sizing strategy is ideal for busy mom’s needing to buy new shoes for their growing children and makes shopping a breeze. In addition, because the inventory per style of shoe is lower than other shoe brands, retailers can stock more

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