The Case Study Of Barbie's Success Story

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CONSUMER BEHAVIOR case by aaa fmg19d BARBIE’S SUCCESS STORY Friday 12 August 2011 THE CASE The case examines the evolution of the Barbie doll over the years from its launch in 1959. It explores the product development strategies adopted by Mattel for Barbie and the reasons for the success of Barbie. The case also explores changes in Barbie 's image along with the changes in American society. The criticism leveled against Barbie by feminists has also been described. The case also examines the challenges that Barbie could face in the future with the launch of Disney Princess. Issues addressed Gain insights into the challenges faced by traditional playthings, such as dolls, in the Internet age. Friday 12 August 2011…show more content…
As part of the new trend in electronic commerce, and targeting mostly the collectibles market, Mattel 's website makes an interesting range of products available. On the site it is possible to access a special "shoppe" with some items that can be bought exclusively through the Internet, from a catalogue of the current models and future editions.Targeting mainly the collectors market, it is also a place for customers to be made aware of Mattel 's new creations in the Barbie product line. Friday 12 August 2011 In the traditional doll segment, the next maneuver will be to reinforce international markets. This new approach was determined by a study conducted by Boston Consulting Group in which key markets and product areas for growth are defined.The strategy includes the development of special products for target markets, rather than simply adapting U.S. products to them. “Barbie alone has potential additional sales of $2 billion”, stated Boston Consulting Group study. “The greatest opportunity exists outside the US.” -said Jill Barad, Mattel’s Chief Executive. “ Only 3% of the worlds kids are in the US.” In order to increase Barbie 's presence in Japanese and European markets, culturally suitable friends are being planned for Barbie: Ingrid in Germany and Collete in France are examples. The ultimate goal is to boost the number of dolls owned by each child. As a complementary strategy to maintain Barbie

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