i Want to Become Barbie

Ballerina

Fitness Instructor

Astronaut

Nurse

Equestrian

Teacher

Baby Doctor

Snowboarder

Airline Pilot

Dentist

President

Race Care Driver

Teacher

TV Chef

If you can dream it...

You can be it.

Submitted To: Shailja Manocha

Submitted By: Namit Kewat-23B Vikas Kumar-58A Tanvi Rana-51B Utsav Jain-54B Nirdesh Maan-29B Piyush Dikshit-31A Ankur Gupta-8B

BARBIE’S

SUCCESS

STORY

Introduced in 1959, is the flagship brand in Mattel’s portfolio.

World’s largest selling toy.

Idea of adult looking doll came from Ruth Handler’s (co-founder) daughter Barbara.

Looks aimed at: American, Innocent & “project every little girl’s dream of future”

Sold 3,51,000 units in 1st yr.

In 1986-a black friend of Barbie, Christie.

More Than 80 career roll within first 40 yrs.

1997: Sales; Domestic: $320 million

Global: $2 Billion

Total World’s Toy Market(2003): $59.4 billion (+6.2%, vs. 2002)

Global Major Players(2003) Mattel (U.S.) , Sales: $4960 million

Hasbro (U.S.), Sales: $3138 million

Bandai (Japan), Sales: $2043 million

Lego (Denmark) , Sales: $1612 million

Total world’s Toys Market grew by 3% in 2009 to reach a value of $66.3 Billion.

In 2014, The Global Toys and Games market is forecast to have a value of $84.9 Billion, an increase of 28% since 2009.

Barbie:

POD: Remains at the forefront of fashion and Trends

Ability to transform to different Personas (Doctor, Astronaut, Race care driver… etc)

POP: Plastic designed Doll

Category:

POP: Fun, Excitement, Amusement, Playing, Gaming

Desirability depends on 3 factors: How Relevant?....

How Distinctive?....

How Believable? Is the brand???

Deliverability also depends on 3 factors: The ability of product to perform

Delivery of the performance

Sustainability of that performance

Fun,

Fashion &

Future!

Doll

Cute

Innocent

Stylish

Fashionable

Trendy

Play

Fun

Young girl

Fantasy

Barbie song

Children’s Toy

Blonde

Girlfriend

Pink

Friend

Personality: An Adult Self dependent Girl

Culture: American

Self-Image: “If you can dream it… you can be it” Reflection: Modern feminine

Relation: Family friend

Physical product: Adult Doll

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Marketer’s offensive strategy and build brand equity

Defensive role for leveraging and maintaining brand equity

12

RESONANCE: Friendly attachment

SALIENCE: Doll

JUDGMENTS: Quality & Superiority

FEELINGS: Fun, Warmth & Self respect

PERFORMANCE: Fun, play, entertainment

IMAGERY: Reflecting different personas

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

Happy

Birthday

Ankur

and

Thank You