a case study about Product and brand management..

1. Presented by:-
Sumit singh Bisht – 0131pg016
Bharat Sehgal – 0131pg041
Palla goverdhan – 0131pg33
Monika Vats – 0131pg
Manuj Girdhar

2. Mental Map
Barbie
story
clothe
s
Latest
trend
Style
independent fun toy
fashio
n
Doll
Career
oriented
accessori
es
youth
Pink
color
childhoo
d
Role
model
flamboyance
Make
up
beautiful
Long
hair
movie
s

3. Overview of the Case

4. Brand Mantra
Brand
Function
Descriptive
Modifier
Emotional
Modifier
Entertainment Pre- teen
Girls
Aspiration ,
fascination

5. 2.5
Customer-Based Brand Equity
Pyramid
RESONANCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
SALIENCE
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?

6. Customer-Based Brand Equity
Pyramid
 1. Salience Dimensions (Relates to the
awareness of the brand)
 Depth (Brand Recognition): only doll
 Breadth (Consumption consideration) – fun
toy, fashion, style
Purchase – Barbie

7. Customer-Based Brand Equity
Pyramid
Product Category Structure
Doll
Electronic Non Electronic
watches
Dresse
s
Swing
set
Horses
and
carriage
Doll
house
Video
Game
s

8. Competitive Frame Of
Reference
 Target Audience - 3-12 yrs Girls
 Competitors – Disney princess , Local Toy
Manufacturer.
 POP- plastic dolls
 POD- Highly adaptable to changing Trend.
Different range of accessories and apparels

9. Customer-Based Brand Equity Pyramid
 2. Performance Dimension(relates to the
satisfaction of customers functional need)
 Primary characteristics- adult looking
features, 11.5 inch height.
 Supplementary – Hairstyles and Hair Color,
skin tone , Clothes, Accessories.

10. Customer-Based Brand Equity Pyramid
 Barbie is Reliable(53 yr old brand) and
Durable
 Barbie as a brand is Stylish and people
really like the design up to some extent.
 Price- Starting 3$

11. Customer-Based Brand Equity Pyramid
 3. Imagery Dimension(relates to customer
psychological needs)
User Profile:
 Demographic- 3 and above girls
Purchase :
No stores of their own rely on retailers and sold
through online website.

12. Customer-Based Brand Equity Pyramid
 4. Judgment Dimension(focus on customers
opinion based on Performance and Imagery)
 Brand Quality- satisfied customers
 Brand Consideration- Barbie as a brand is in
evoked set of a customers
 Brand Credibility:
- Trustworthy
- Likable by teenagers

13. Customer-Based Brand Equity Pyramid
 5. Feelings Dimension(Customer emotional
response and reaction to the brand)
 Emotionally attached
 Fun games attached
 Barbie acts as a role model

14. Customer-Based Brand Equity
Pyramid
 6. Resonance Dimension(relationship level
and level of identification of customer with a
brand)
 Behavioral Loyalty towards Barbie and
Repeat purchase
 Attitudinal Attachment:
 Sense of Community:
Relationship

15. Customer-Based Brand Equity
Pyramid
 Active Engagement:
Through its website- www.barbie.com

16. Primary Brand Elements
 Brand Name- Barbie
 URL- www.barbie.com
 Logo-
 Jingle- I am Barbie girl in this Barbie world
 Slogan- Be who you wanna be: Barbie
 Packaging- Light pink color box rectangle
shape

17. Brand Hierarchy Levels
Corporate Brand (Mattel)
Family Brand (Barbie)
Individual Brand (Barbie Doll)
Modifier: Item(Singing, Dancing, Twist and Turn Dolls)

18. Distribution
 Exclusive stores of Mattel
 One level distribution.
 Through online websites.

19. 3 factor model
 Salience :- parent brand association,
 Favourability:- Stylish & fashionable
 Uniqueness:- a doll that represent the life
style of American girls

20. 4 factor model
 Compelling –
 Relevant –
 Consistent –
 Strong existing Attribute -