Mattel-Barbie Doll Marketing Analysis Paper

Mattel-Barbie Doll Marketing Analysis

Introduction

Barbie has, since its inception in 1959, played many roles in changing wardrobe to the delight of millions of girls. Coverage to better hide his game Barbie is in fact a spy. In any case, the accusation against the famous fashion doll from Mattel by its rival, the Bratz doll manufactured by MGA group. This complaint is a new twist in the war dolls that Mattel and MGA engaged for years. It comes after Mattel was dismissed its infringement claim against MGA.

The appearance of the Barbie doll in 1959 that is to say, the substitution of a woman doll baby doll marks a break in the socialization of girls. A product of the 1950s, Barbie fits all the following decades because it is above all a symbol of consumer society who knows retrieve all modes, even those that seem more advanced (Earle, 2002).

Barbie Merchandise, Toy Evolving

In the early 1990s, Mattel, which produces Barbie doll, is one of the largest toy manufacturers in the world. Its headquarters are located in El Segundo in Southern California. It employs 15,000 people, has 24 subsidiaries and 8 plants in the world (including Italy). Service "Design and Development" has 200 people. Jill Barad is who made the career of Barbie herself after a career in cosmetics. The Barbie doll was first produced in the United States and Japan, and later in various countries in Southeast Asia: Malaysia 12 Philippines, Taiwan, Korea, and People's Republic of China, Indonesia, Hong Kong and Mexico. If you believe a story that recently appeared in Mondo Barbie, at the time the dolls were manufactured in California, visit the factory was entertainment provided for children on holiday (Schmidt, 2002).

Mattel had a total turnover of 1.6 billion in 1991, sales of the doll representing approximately $ 1 billion. According to Earle, the sales of Mattel rose 17% in 1992 compared to 1991 and profits rose 31%. Primary source of income, the Barbie doll is sold in more than 100 countries. The firm forms of marketing tailored to each nation, the example of Mattel France could be explored to illustrate the characteristics of this marketing "nationalized".

Business Strategy

Mattel claims to have sold 650 million dolls worldwide since 1959. In 1963, the company had sold 5 million in the United States in 1988, 20 million in 1989, 30 million and 50 million worldwide. In 1983, Newsweek estimated at 20 million the number of doll clothing sold in the year. All records were in France with 3.5 million dolls sold in 1992 (of which 600,000 Barbie "ultra-hair," one of the last models with very long hair). Also in France, they would have sold in 1992 held three million, four million pairs of shoes and handbags 150 000. Is that the girls are snapping up these dolls, if one believes the figures provided by Mattel and the press in small American possess seven average French girls aged 3 to 11 years two, Italian three, three Germans (Anisimova, ...