barbie changed
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By
Group-12
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My Name is: Barbara MillicentRoberts
My friends call me: Barbie
Birthday : 1959
My Mother : Ruth Handler
My dad : Elliot Handler
My School : Willows High School
My Boy Friend: Ken
My Best Friends: Midge
Hobbies: Flying planes, shopping,swimming, scuba diving
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The idea of the doll came to Ruth Handler, the co-
founder of Mattel Toys, Handler formulated the idea
from her own daughter, Barbara.
The purpose of the doll was so that little girls could
have a three dimensional figure to pretend with. Little
girls could pretend to be Barbie, and make any dreamcome true. It was a futuristic kind of doll.
Ruth and her husband, Elliot Handler, created the magnificent
doll and it was revealed to the world at New Yorks annual Toy Fairin 1959.
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Barbie more than a doll Status of fashion icon and idol
worshipped for more than 50 years.
The Barbie doll was introduced as a
teenage fashion model, but in the
years that followed she has taken on
many inspirational roles . Barbie is one upon whom little girls
could project all their fantasies,
supposedly making her whatever they
wanted her to be.
An icon that functions as both a steadyoutlet for girls' dreams and an ever
changing reflection of society.
She is more than a doll ,a sister or a
friend for a girl.
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The firstBarbie dollsold for $3.00
Barbie firstappeared in the now-famousblack-and-white striped swimsuitand signature
ponytail
The best-selling Barbie doll everwas1992
Totally HairBarbie, with hair fromthe topofher head to hertoes
Barbie hasbeen outfitted bymore than 70
famouscouturiersand hasserved ascreative
inspiration to146 designers
With overa half-million fans, Barbie hasthe
largest Facebook fan page ofany doll
Facts :
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Barbiesblog istranslated into11
languagesand hasbeen viewed in 194countries
1billion fashions have been produced
since 1959 forBarbie and friends
300,000 Barbie dollssold in 1959
90 percentof girlsages 3-10 whoown at
leastone Barbie doll
Facts :
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Targeting
Girls in age group 3-14
Barbie collectorsFashion Enthusiasts
STPSegmentationGirls
Collectors
Parents
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PositioningPositioning
Barbie portrays the doll who could do anything andpresented the popular image of independence .
We Girls can do anything
Ican be anything A dream doll upon which little girls could project all
their fantasies. Barbie has filled a fundamentalneed that all girls share: to play a grown-up.
A doll which is a very sexy-looking creature andseems to be acquiring fashionable clothing andaccessories that exude status and power.
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Initial Marketing Strategy
Mattel relates Barbie to every day girls,
therefore making Barbie more appealing.
Slogan We girls can do anything was used
It directly targeted the young girls to exercise
their imagination and creativity . Barbie presented the popular image of
independence and the idea of freedom and
reality.
She showed a sexiness that helped children to
dream of the fashionable clothes andstatements that they could make when they
grew up.
Involved appealing to girls of different culture
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Recent Market Strategy Mattel has created a fashion icon in Barbie ,
thus made it a cult.
Mattel started launching various Barbie games
as the teenager girls are shifting towards digital
gaming.
Customization of Barbie according to the cultureof the country they are sold in.
Barbie featuring various actress of different
countries.
Break up and Reunion with long time boyfriendKen.
Creating friends and cousins of Barbie over the
years and now personalized Barbie and
accessories.
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PromotionsPromotions
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Integrated Marketing Communications
Consumers can log on to websites
such as http://www.barbie.com/ anddesign their own Barbie pal doll.
Mattel released a promotional music
video of the song Barbie Girl (with
modified lyrics) on the official Barbieweb site in 2009.
Movies and promotion through Kids
channels like Disney, Pogo,
Nickelodeon and Animax.
Mattel Inc have been expanding the
merchandise of Barbie over the
years. (like Barbie clothing, watches,
stickers)
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ExperientialBrand (Brand Life Cycle Management):
Introduction Stage
Create Brand Image
Elaboration stage brand
Accessories
Enhancing value of Brand
Fortification
Link elaborated
image to other
products in Brand
Portfolio.
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Success Of Barbie
The average American girltodayownsten copiesofBarbie.
Barbie salesaccounts forover1billion in ayear.
Few American women underthe age of fiftywho haven'towned atleastone Barbie
Barbie began life asatoy. Along the way, she became afashion icon, an artistsmuse, and acollectors item. Her50th anniversary gave Mattelan occasion tocreate a
stage tocelebrate and showcase everyaspectoftheBarbie lifestyle. Around the world, Barbie hasachievedbeloved iconicstatus.
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Controversies
The major accusation, from feminists and others, has been
that she reinforces sexism, representing a young woman with
questionable intelligence and a near-impossible physique.
Barbie's many accessories represented the high consumption
lifestyle hence it represented the idea that material things arevery important.
Dimensions of Barbie 36-18-38 not anatomically possible on
humans.
Barbie's attitude idealizes the hardships women must gothrough to try and be "perfect".
Release of dark skinned Barbie and Barbie in Arab nations.
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Competitors
Bratz Dolls
Video Games
American Character - Tressy
Petra by Plasty
Genevieve
Debbie Drake
Polly Play Posy
Valentine - Polly Uneeda Suzette
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Thank You