In one of Tom Hank’s greatest roles, he plays Josh
adolescent boy in a man’s body in the movie Big. Josh makes a wish at a
carnival to be big only to wake up the next morning a grown man. Josh has to
learn to cope in the real world wither it be finding a job and being romantic
with women. On his adventure he earns a job at a toy company which is perfect
for him. Hs deep insight on what kids want out of towns ultimately gets him an
executive position. Movie reviewers said that however “The real beauty of the
movie lies in the realization that an adult that manages to maintain the
exuberance of youth is one to be greatly envied, and while the means by which
this message is conveyed is highly unconventional, the message is delivered
with insight and clarity”
From a marketing standpoint the story showed that really
understanding your consumer is key. This is evident in several scenes in the
movie. In one scene Paul who is a market researcher is wowing the owner of the
company with numbers on a new problem. While he is going on about how kids will
love this product, josh comes up with a fresh concept that ignites debate
amongst colleagues. Through the movie Tom Hank’s character uses forms of
primary research. This type of research finds answers to specific questions. Primary research finds out what the customers’
needs are and may take the form or questionnaires, interviews or direct contact
with the consumer. However Josh simply just played with the toys and in turn
finding out what customers wanted.
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