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Consumer Behavior
Case Study: Mattel’s Black Barbie

Presented By: Abhinav Mathur (06)
Let’s Recall!

2
An Introduction…
Inventor: Ruth Handler
Named after Barbara Handler
(Ruth’s daughter)
Inspiration came from a
German doll named “Lilli”
Debuted in 1959 through
Mattel Toy Company
Barbie is available in 150
different countries
Has 45 different nationalities
Some examples
from 1959

The 1st Barbie
The First Commercial!

5
Welcome To ‘Black’ Barbie

6
Case
Introduction
1980, line of black
Barbie dolls launched,
with fuller lips, a wider
nose and more
pronounced cheek
bones; designed by
Stacey McBride-Irby
Features BFFs Grace,
Kara and Trichelle
Let’s Hear It From Stacey!
Problem with ‘Black’ Barbie
"Why couldn't one of the dolls have a
little short afro, or shorter braids or
something?“
it reinforces the message that there is
something wrong with natural hair.
"Black mothers who want their girls to
love their natural hair have an uphill battle
and these dolls could make it harder,"
McBride-Irby said she originally
designed all the dolls with long hair.
Combing her Barbie's long hair when she
was a girl was the "highlight of my play
experience".

Problem with
‘Black’ Barbie
Aside from the hair…
Dolls' thin frames
Unrealistic body image,
with her long legs, tiny
waist and large breasts
Belief that "black skin
isn't pretty and our hair is
too kinky and short,"
Consumer Behaviour - African American Barbie case study
The Curious Case Of
Cindy Jackson!

Spent $55,000 to look like Barbie
Went through 20 plastic surgeries
Purpose: wanted to be a real-life Barbie

10
Price & Feature Wise…
General
Type

Fashion Dolls

Ideal for

Girls

Age Group

3 Years +

Product Dimensions
Product
Weight

580 g

Box Dimensions
Width

10 inch

Height

12.75 inch

Depth
2.62 inch
Power Features
Other Power
Features

Non
Electronic

Rs. 499 – 14,999*

*as seen on
flipkart.com
The Rival: Monster
High Dolls
Introduced in 2010 – Sales growing rapidly
Fourth straight quarter of sales declines for Barbie
Monster High sales have likely grown to more than $500
million in just three years
Barbie annual sales are about $1.3 billion, estimates
BMO Capital Markets analyst Gerrick Johnson.
Sales of Mattel's Barbie franchise declined 12 percent in
the latest quarter. Sales of the company's other girls
brands climbed 23 percent, mostly due to the continued
popularity of Monster High products.
In Popular Culture…
Animated Movie
Dhoom-3

Mattel’s movie deals with
‘Dhoom 3’
Real Life Barbie! With
Katy Perry
Real Life Barbie! With
Prince William & Kate
Barbie Action Figures
In Indian themes
Barbie in India, with
Aishwarya Rai
Barbie & Katrina Kaif:
I Can Be…
Oscar Barbie!
Barbie & Events
Career Barbie!
Countries and
culture adapting
Brand Merchandise
Brand Merchandise (contd.)
Co-promotion
Widely Accepted...
Brand Equity 60’s
Was created because children
were playing with paper dolls
Caught on fast because it was
one of a kind
Little girls could relate to
Barbie
Help to show women's
independence
Represented women's roles in
society
Introduction of Ken
Brand Equity 70’s

Doll became more realistic
with more fluidly moving parts
Had a more natural look to her
appearance
Barbie clothing started to
follow societies trends
Went international with the
1976 Olympics
Brand Equity 80’s

Barbie took on more of a working
woman role
Followed the trend of women joining
the work force out of necessity
Took on more empowered job roles
Strengthened international lines by
creating ethnic Barbie's
Aided in equality among all Barbie
followers
Brand Equity 90’s

Introduced talking Barbie
Created a life sized Barbie for
children to play with
Introduced Barbie merchandise
Collecting and displaying Barbie
Dolls became prominent
“Barbie Summit” brought
together children from all around
the world
Brand Equity 00’s

Launched Barbie.com
On-screen debut in animated films
Barbie remained the #1 selling girls
brand in the world
Out sold competitors 2 to 1 with $3.6
billion in sales
Brand Equity Current

Still #1 selling girls brand in the
world
Went from teen fashion model to
best friend and adventurer
image
Now has items in 45 different
consumer categories
Has seen an increase in direct
competition as well as indirect
Brand Equity Current Cont.
Under Performing
“Barbie continues to face tough
competition in MGA Entertainment’s
puffy-lipped Bratz dolls and still
struggles with a customer base that
is growing up – and out of the toy
market – faster than ever.”
Has been out sold by Bratz in the
UK for the last four years
Bratz is generating 500 million in
sales each year
Bratz is currently the best selling
fashion doll in Australia
Under Performing Cont.
“Chief Executive Robert Eckert called Barbie's performance
for the full year [in 2007] a ‘disappointment’ on a
conference call.”
“Domestic sales of the classic fashion doll plunged 21
percent in the first quarter [of 2007]”
“Mattel Inc’s U.S. Barbie sales fell 12 percent during the
fourth quarter[of 2008].”
Under Performing Cont.

Mattel stock price Jan 2008 – Dec 2008

http://finance.google.com/finance?q=mat
Lawsuits…
Recent lawsuit between Bratz and Barbie
MGA Entertainment pays:
$10 Million for copyright infringement
$90 Million for breach of contract
Bratz to be pulled from stores 2009
$778 Million in sales and current market share greater then
Barbie
Designer Carter Bryant developed concept while working at
Mattel
The Breakdown
Strengths
Ability to quickly adapt to changes in society
“Timeless classic”
Strong brand name
Strong company name

Weaknesses
Target market has a small age range
Increased competition
Inability to relate to current youth
Harder to capture children's attention with simple
items
Criticism…
Body image
Barbie’s life choices
“Bimbo” image
Aqua’s Barbie Girl song
Overload of products
Promotes violence
Measuring The Process

Measure by awareness –registration, word of mouth, etc.
Measure Barbie sales vs. competition sales
Test market research
Consumer feedback/surveys/market research
Revitalization Process
Strengthen the physical doll’s equity
Bring Barbie's image into the 21st century
Campaign the “Barbie Like Me” (younger generation)
Campaign: “Reconnect with your childhood and connect
with your children” (older generation)
Incorporate Barbie more with technology
THANK YOU!

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Consumer Behaviour - African American Barbie case study

  • 1. Consumer Behavior Case Study: Mattel’s Black Barbie Presented By: Abhinav Mathur (06)
  • 3. An Introduction… Inventor: Ruth Handler Named after Barbara Handler (Ruth’s daughter) Inspiration came from a German doll named “Lilli” Debuted in 1959 through Mattel Toy Company Barbie is available in 150 different countries Has 45 different nationalities
  • 7. Case Introduction 1980, line of black Barbie dolls launched, with fuller lips, a wider nose and more pronounced cheek bones; designed by Stacey McBride-Irby Features BFFs Grace, Kara and Trichelle
  • 8. Let’s Hear It From Stacey! Problem with ‘Black’ Barbie "Why couldn't one of the dolls have a little short afro, or shorter braids or something?“ it reinforces the message that there is something wrong with natural hair. "Black mothers who want their girls to love their natural hair have an uphill battle and these dolls could make it harder," McBride-Irby said she originally designed all the dolls with long hair. Combing her Barbie's long hair when she was a girl was the "highlight of my play experience". Problem with ‘Black’ Barbie Aside from the hair… Dolls' thin frames Unrealistic body image, with her long legs, tiny waist and large breasts Belief that "black skin isn't pretty and our hair is too kinky and short,"
  • 10. The Curious Case Of Cindy Jackson! Spent $55,000 to look like Barbie Went through 20 plastic surgeries Purpose: wanted to be a real-life Barbie 10
  • 11. Price & Feature Wise… General Type Fashion Dolls Ideal for Girls Age Group 3 Years + Product Dimensions Product Weight 580 g Box Dimensions Width 10 inch Height 12.75 inch Depth 2.62 inch Power Features Other Power Features Non Electronic Rs. 499 – 14,999* *as seen on flipkart.com
  • 12. The Rival: Monster High Dolls Introduced in 2010 – Sales growing rapidly Fourth straight quarter of sales declines for Barbie Monster High sales have likely grown to more than $500 million in just three years Barbie annual sales are about $1.3 billion, estimates BMO Capital Markets analyst Gerrick Johnson. Sales of Mattel's Barbie franchise declined 12 percent in the latest quarter. Sales of the company's other girls brands climbed 23 percent, mostly due to the continued popularity of Monster High products.
  • 14. Dhoom-3 Mattel’s movie deals with ‘Dhoom 3’
  • 15. Real Life Barbie! With Katy Perry
  • 16. Real Life Barbie! With Prince William & Kate
  • 19. Barbie in India, with Aishwarya Rai
  • 20. Barbie & Katrina Kaif: I Can Be…
  • 29. Brand Equity 60’s Was created because children were playing with paper dolls Caught on fast because it was one of a kind Little girls could relate to Barbie Help to show women's independence Represented women's roles in society Introduction of Ken
  • 30. Brand Equity 70’s Doll became more realistic with more fluidly moving parts Had a more natural look to her appearance Barbie clothing started to follow societies trends Went international with the 1976 Olympics
  • 31. Brand Equity 80’s Barbie took on more of a working woman role Followed the trend of women joining the work force out of necessity Took on more empowered job roles Strengthened international lines by creating ethnic Barbie's Aided in equality among all Barbie followers
  • 32. Brand Equity 90’s Introduced talking Barbie Created a life sized Barbie for children to play with Introduced Barbie merchandise Collecting and displaying Barbie Dolls became prominent “Barbie Summit” brought together children from all around the world
  • 33. Brand Equity 00’s Launched Barbie.com On-screen debut in animated films Barbie remained the #1 selling girls brand in the world Out sold competitors 2 to 1 with $3.6 billion in sales
  • 34. Brand Equity Current Still #1 selling girls brand in the world Went from teen fashion model to best friend and adventurer image Now has items in 45 different consumer categories Has seen an increase in direct competition as well as indirect
  • 36. Under Performing “Barbie continues to face tough competition in MGA Entertainment’s puffy-lipped Bratz dolls and still struggles with a customer base that is growing up – and out of the toy market – faster than ever.” Has been out sold by Bratz in the UK for the last four years Bratz is generating 500 million in sales each year Bratz is currently the best selling fashion doll in Australia
  • 37. Under Performing Cont. “Chief Executive Robert Eckert called Barbie's performance for the full year [in 2007] a ‘disappointment’ on a conference call.” “Domestic sales of the classic fashion doll plunged 21 percent in the first quarter [of 2007]” “Mattel Inc’s U.S. Barbie sales fell 12 percent during the fourth quarter[of 2008].”
  • 38. Under Performing Cont. Mattel stock price Jan 2008 – Dec 2008 http://finance.google.com/finance?q=mat
  • 39. Lawsuits… Recent lawsuit between Bratz and Barbie MGA Entertainment pays: $10 Million for copyright infringement $90 Million for breach of contract Bratz to be pulled from stores 2009 $778 Million in sales and current market share greater then Barbie Designer Carter Bryant developed concept while working at Mattel
  • 40. The Breakdown Strengths Ability to quickly adapt to changes in society “Timeless classic” Strong brand name Strong company name Weaknesses Target market has a small age range Increased competition Inability to relate to current youth Harder to capture children's attention with simple items
  • 41. Criticism… Body image Barbie’s life choices “Bimbo” image Aqua’s Barbie Girl song Overload of products Promotes violence
  • 42. Measuring The Process Measure by awareness –registration, word of mouth, etc. Measure Barbie sales vs. competition sales Test market research Consumer feedback/surveys/market research
  • 43. Revitalization Process Strengthen the physical doll’s equity Bring Barbie's image into the 21st century Campaign the “Barbie Like Me” (younger generation) Campaign: “Reconnect with your childhood and connect with your children” (older generation) Incorporate Barbie more with technology