Barbie Case

2561 Words Apr 21st, 2012 11 Pages
Question 3
Choose a brand where its core product is primarily for kids e.g. The Wiggles, Thomas and Friends, Hello Kitty etc. Write a paper on how it has diffused throughout the product categories and how it has extended to other categories as well. Do a case study of its success (or failure) and how it has changed the landscape of product innovations. For example, Thomas and friends has clothes, stationery, household products, jewellery etc.
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She is a successful independent woman, who lives in a world of pink, where she owns a dream house in Malibu. Every day, she wears high-heels to work, and even runs a fashion chain under her name. For many, she was the influential icon of American culture in the late 20th century. Until now, I
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Until sales dropped 30%, this giant manufacturer introduced “My Scene”, Barbie dolls debuting together with perfume, cosmetics to aim at older girls segment. However, “My Scene” was found to be an imitation of the Bratz dolls and soon flopped (Hope 2011). This refers to the process of selective retention. According to Kotler & Keller (2009, 204), consumers may keep in mind positive features about a certain product they like and tend to ignore the good things of a competing product.
Barbie and cultural aspects: Diffusion and failure
Originating from the concept that different ethnic groups can have their very own stereotyped ideals of beauty, in a strategy of expanding the global reach of Barbie line to different cultures, Mattel came up with multi-cultural Barbie, i.e. Barbie with different backgrounds, for instance: the coloured Barbie was warmly greeted in African, American, Hispanic, and Indian cultures. However, there was controversy over approaches of Mattel in other markets, of which cultures traditional Barbie dolls were not compatible with. Drawbacks were clearly seen in Mattel’s business in several overseas markets, to name but a few, ban on Barbie in Malaysia due to its lack of Asian appearance; Barbie confistication in Iran because of its non-Islamic features (Ferrell 2007, 484), which go against their religion in terms of women’s image; Barbie rejection in China, a

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