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.
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