american girl
DESCRIPTION
Marketing Communications analysis for American GirlTRANSCRIPT
By Yona Weisleder
LEADER18-inch doll market
Storytelling & Customization
High-Quality Premium Dolls
Company History1986Founding of Pleasant Company
Debut of the !rst Historical Characters
1998Acquisition by Mattel
2014
1992Launch of American Girl Magazine & Fashion Show
Opening of the !rst American Girl Place1999Launch of americangirl.com
2001Debut of “Girl of the Year”
2010Debut of My American Girl Dolls and Innerstar University
Target Markets
Girls Parents (Adults)Ages 6-12
UniqueMiddle-High ClassUsers & In"uencers
Direct RelationshipHigh/Low Involvement
Decision-MakersPurchasers
Positioning
Follow Your Inner Star
celebrating girls and all that they can be
a friendship that will last forever
Competition
Indirect Competitors
Marketing Communications
Objectives
Inform about new products and promotionsEnhance brand preference over an emotional value proposition instead of a price-warIncrease traffic to the stores and e-commerce sitePersuade customers to buy in bundles (several products at a time)Increase product demand, sales and repeat purchasesEngage customers through branded experiences and social mediaEducate the adult segment about the bene!ts of the brand and the accomplishments of the companyPromote branded events and American Girl services
help girls become their very best
Strategy
Pull
Profile
Interest & AwarnessBrand Preference
EngagementCall-to-ActionFinalize Sales
SupportCredibility
e-catalogue
corporate email
Communication Tools
direct marketing
Point-of-sale marketing
Social Media
Point-of-sale marketing In-Store Merchandising
Point-of-sale marketing E-Commerce Site
Facebook & TwitterSocial Media
You TubeSocial Media
Email Communicationsdirect marketing
Message & Creative
Adaptive to the Audience
Both the source & the voice is american Girl
clear calls-to-actionrational & emotionalfocus on the benefits
rather than the features
Effectiveness
word-of-mouthSALESpermission marketing
Conclusions
Successful growthExcellent market penetration, market development & product development strategiesHigh brand equitySeveral justi!cations for its premium pricingExperiential marketing is at the core of the brandGood selection of its communication tools
more than just dolls... friends 4 life
Recommendations
Highlight Awards & Philantrophy
Keep the distance with Mattel and Barbie
improve the e-commerce site and social media
no discountsales promotions
We are all of us stars,and we deserve to twinkle
-Marilyn Monroe
follow your inner star