barbie changed

8/3/2019 BARBIE Changed

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By

Group-12


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My Name is: Barbara MillicentRoberts

My friends call me: Barbie

Birthday : 1959

My Mother : Ruth Handler

My dad : Elliot Handler

My School : Willows High School

My Boy Friend: Ken

My Best Friends: Midge

Hobbies: Flying planes, shopping,swimming, scuba diving


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The idea of the doll came to Ruth Handler, the co-

founder of Mattel Toys, Handler formulated the idea

from her own daughter, Barbara.

The purpose of the doll was so that little girls could

have a three dimensional figure to pretend with. Little

girls could pretend to be Barbie, and make any dreamcome true. It was a futuristic kind of doll.

Ruth and her husband, Elliot Handler, created the magnificent

doll and it was revealed to the world at New Yorks annual Toy Fairin 1959.


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Barbie more than a doll Status of fashion icon and idol

worshipped for more than 50 years.

The Barbie doll was introduced as a

teenage fashion model, but in the

years that followed she has taken on

many inspirational roles . Barbie is one upon whom little girls

could project all their fantasies,

supposedly making her whatever they

wanted her to be.

An icon that functions as both a steadyoutlet for girls' dreams and an ever

changing reflection of society.

She is more than a doll ,a sister or a

friend for a girl.


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The firstBarbie dollsold for $3.00

Barbie firstappeared in the now-famousblack-and-white striped swimsuitand signature

ponytail

The best-selling Barbie doll everwas1992

Totally HairBarbie, with hair fromthe topofher head to hertoes

Barbie hasbeen outfitted bymore than 70

famouscouturiersand hasserved ascreative

inspiration to146 designers

With overa half-million fans, Barbie hasthe

largest Facebook fan page ofany doll

Facts :


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Barbiesblog istranslated into11

languagesand hasbeen viewed in 194countries

1billion fashions have been produced

since 1959 forBarbie and friends

300,000 Barbie dollssold in 1959

90 percentof girlsages 3-10 whoown at

leastone Barbie doll

Facts :


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Targeting

Girls in age group 3-14

Barbie collectorsFashion Enthusiasts

STPSegmentationGirls

Collectors

Parents


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PositioningPositioning

Barbie portrays the doll who could do anything andpresented the popular image of independence .

We Girls can do anything

Ican be anything A dream doll upon which little girls could project all

their fantasies. Barbie has filled a fundamentalneed that all girls share: to play a grown-up.

A doll which is a very sexy-looking creature andseems to be acquiring fashionable clothing andaccessories that exude status and power.


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Initial Marketing Strategy

Mattel relates Barbie to every day girls,

therefore making Barbie more appealing.

Slogan We girls can do anything was used

It directly targeted the young girls to exercise

their imagination and creativity . Barbie presented the popular image of

independence and the idea of freedom and

reality.

She showed a sexiness that helped children to

dream of the fashionable clothes andstatements that they could make when they

grew up.

Involved appealing to girls of different culture


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Recent Market Strategy Mattel has created a fashion icon in Barbie ,

thus made it a cult.

Mattel started launching various Barbie games

as the teenager girls are shifting towards digital

gaming.

Customization of Barbie according to the cultureof the country they are sold in.

Barbie featuring various actress of different

countries.

Break up and Reunion with long time boyfriendKen.

Creating friends and cousins of Barbie over the

years and now personalized Barbie and

accessories.


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PromotionsPromotions


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Integrated Marketing Communications

Consumers can log on to websites

such as http://www.barbie.com/ anddesign their own Barbie pal doll.

Mattel released a promotional music

video of the song Barbie Girl (with

modified lyrics) on the official Barbieweb site in 2009.

Movies and promotion through Kids

channels like Disney, Pogo,

Nickelodeon and Animax.

Mattel Inc have been expanding the

merchandise of Barbie over the

years. (like Barbie clothing, watches,

stickers)


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ExperientialBrand (Brand Life Cycle Management):

Introduction Stage

Create Brand Image

Elaboration stage brand

Accessories

Enhancing value of Brand

Fortification

Link elaborated

image to other

products in Brand

Portfolio.


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Success Of Barbie

The average American girltodayownsten copiesofBarbie.

Barbie salesaccounts forover1billion in ayear.

Few American women underthe age of fiftywho haven'towned atleastone Barbie

Barbie began life asatoy. Along the way, she became afashion icon, an artistsmuse, and acollectors item. Her50th anniversary gave Mattelan occasion tocreate a

stage tocelebrate and showcase everyaspectoftheBarbie lifestyle. Around the world, Barbie hasachievedbeloved iconicstatus.


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Controversies

The major accusation, from feminists and others, has been

that she reinforces sexism, representing a young woman with

questionable intelligence and a near-impossible physique.

Barbie's many accessories represented the high consumption

lifestyle hence it represented the idea that material things arevery important.

Dimensions of Barbie 36-18-38 not anatomically possible on

humans.

Barbie's attitude idealizes the hardships women must gothrough to try and be "perfect".

Release of dark skinned Barbie and Barbie in Arab nations.


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Competitors

Bratz Dolls

Video Games

American Character - Tressy

Petra by Plasty

Genevieve

Debbie Drake

Polly Play Posy

Valentine - Polly Uneeda Suzette


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Thank You

barbie changed

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