3. Barbie’s international Strategy
► The Barbie of Mattel
1- The history of Barbie
2- The world market toy
3- Barbie in the world
► Positioning and segmentation
1- http://www.dolls4play.com/thumbnails/013.jpg
Segmentation of the market
2- http://www.dolls4play.com/thumbnails/013.jpg
The positioning of barbie
3- Barbie’s Strategy
► Marketing Mix
1- Product
2- Price
3- Place
4- Promotion
► Swot analyse
4. ► The Barbie of Mattel
1- The history of Barbie:
● Barbie was Born in 1957
● 80 millions Barbie are sales every year in the world
● One Barbie is sales every 3 second in the world
● 45 différents nationalities
Barbie is the most famous doll on earth !
5. ► The Barbie of Mattel
2- The world market toy
● global toy market's size 2009: 55 Billion euro
●
● The biggest countries in the toy market : USA, JAPAN, CHINA
In every culture little girls play with doll , A Huge market !
6. ► The Barbie of Mattel
3- Barbie in the world
● Barbie is sold in 150 different countries
● Barbie has 45 different nationalities
● 40% of the turnover was made in export
● 50% of Barbie are made in China
7. ► Positioning and segmentation
1- Segmentation of the market
● target group: young children – 6 to 12 year old
● In rich countries as well as in developping countries
8. ► Positioning and segmentation
2- The positioning of barbie
International Brand
BRATZ al an d BARBIE every minute three Barbie's are sold
g l ob l “
Low Price ink t loca Higt Price
“th ac
FULLA selling about 30,000
units each year Local Brand
9. ► International competitors
Competition
-MGA Entertainment’s Bratz, tries to cash in on current American
youth culture with a brash image, Barbie faces many threats within
the market niche.
-Fulla, Middle East In many Islamic states, Barbie has been banned
because she is perceived as promoting promiscuity and sexuality. This
has led to an increase in the number of dolls similar to Barbie that
lack curvaceous bodies and revealing garments.
- Razannein the United States.
-Salma,, in Indonesia these dolls include clothing that covers arms,
legs and navels. They also include veils to cover the dolls hair
10. ► Positioning and segmentation
3- Barbie’s Strategy
● placed in each country
● Be a reference for the childen of emergenting countries
● Vehiculate the image of the «western model »
● Adapte product to the local target
Barbie has been a cult symbol of beauty and fashion for women of all ages. And every woman from 2 to 92
11. product/place/price/promotion
1.-Product-Strategie
● A standardized strategy with a unique and wide target
● An adapted barbie for each countries.
● Each product includes a special R&D, packaging and labelling
● Changed or adapted to meet the needs of different cultures.
12. product/place/price/promotion
● The birth of the Barbie doll lead to the creation
of a universe, with the objects, accessories,
equipments of all kinds (cars, boats, clothes,
animals…)
● Symbol of a consumer society which knows how
to coopt all fads
● is a product constantly renewed, follows the
current trends, and reflected a contemporary
art.
13. product/place/price/promotion
2.-Place-Strategy
● Barbie dolls do not have its own store and so it relies on the
retailers, but instead of this mattel has its own store.
● Supply chain management:
● Types of international retailers:
• Specialty store
• Department store
• Supermarket
• Superstore
• Discount store
14. product/place/price/promotion
3.- Price strategy:
● Different price strategies in order to hit
different markets considering cultures,
economic , political and religious structures
● the aim is to hit each price segment in the
different countries to increase market share
15. product/place/price/promotion
3.- Promotion strategy:
● The increase in accessibility to cable and satellite TV and the internet
has become a great tool for barbie’s advertising strategy.
● This allowed the use of heavier promotion and advertising campaigns.
● Wal-Mart stores in China and South Korea hired women to dress up like the doll
to promote the brands new products.
● Mattel had also released in 35 different languages a broadcast promoting the doll
through their website. On the website girls could play games and read stories
about barbie.
16. ► Swot analyse
Strengths
-Quality of the product. well-known,
brand
INTERNAL Weaknesses
-Good services. -Barbie has not provid for
-Choosing best distribution FACTOR Islamic culture
Channels
-provide job opportunities
-few competitors
- Keep fully up to date on
competitors' business structure Threatens
-had excellent marketing and
-more competitors
advertising strategies involve in same Market
-Developing .marketing
channels
-Globalization and
Opportunity EXTERNAL
changing n economic
provide barbie for other FACTOR
Geographic target
(suitable other culture)
