Date post: | 22-Jan-2018 |
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Bora Kim, Catalina Diazgranados, Korede Akinsete, Nada Shabib, Nap Poshyananda
1. PASTBarbie Brand Story
Unrealistic Body ImageSales History
2. PRESENTIntroduce Fashionista Line
Industry AnalysisBrand Image Today
3. FUTURERepositioning the Fashionista Line
Current market trends Nostalgia Marketing: good way to approach sensitivity
4. INSIGHTRecommendation: Activation
PAST
HISTORY
Launched date: 1959
Founder: Ruth Handler
Inspiration: German Bild Lilli Doll & her daughter playing with paper dolls
Name: Derived from Barbara (her daughter)
UNREALISTIC BODY IMAGE
DECREASE IN SALES
Barbie brand sales in current dollars are at their lowest in at least 23 years.
The doll brand also represents a much lower percentage of overall sales for Mattel.
PRESENT
THE REMEDY
S W
O T
Pays attention to customer
Reflects diversity and real woman
Top of mind awareness
Brand familiarity
Affordable
Controversial
Not flexible
Hard to reposition
Debateable
Educational opportunity
Fix brand image
Up to trend
Chime in current topics
Buy more than one Barbie
Technology
Dilute “classic” image
Reactive opposed to revolutionary
No storyline
Frequency of play type forchildren 12-years-old and under
MARKET TRENDS
COMPETITOR ANALYSIS
WHO IS BARBIE?
Positive sentiment:Fun, pretty, classic
Trendy 62%
Athletic 42%
Organized 64%
Friendly and Open Minded 43%
Easy to find 80%
Affordable 66%
Classic 76%
WHAT DO MOMS WANT? 88% of buyers are moms93% Educational toys
64% Sparks imagination & creativity
79% Playing with dolls helps my daughter develop a better understanding of the world
81% Mom’s played with barbies when they were children
65% say it's a brand they trust
FUTURE
DILEMMA
70% of mothers believe that it is not important
for the doll to look like their daughters.
“The variety in body type, skin tones and style allows girls to find a doll that speaks to them.”
Evelyn Mazzocco, Senior Vice President of Creative for Global Brands
INSIGHT
Having a variety of boxes still forces you to check a box
RECOMMENDATION
Market Fashionista line as bringing back the bonding experience of play for mother and daughter, during which valuable discussions could be raised and a balanced perspective of society could be cultivated.
BRAND REPOSITIONING
Digital
Non Educational
Analog
Educational
#Classic
Psychographic:
A mother who is who used to playing with Barbie
Part of the mom’s upbringing
Mom who’s conversational with their daughter
TARGET AUDIENCE
#BarbieTBT Experience
THANK YOU!