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Phillipine de Russ 850211- P183 International Business Mar a Banos 860619- P420 22.10.2010 Isaac Schmidt 891030-

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Phillipine de Russ 850211- P183 International Business Mar a Banos 860619- P420 22.10.2010 Isaac Schmidt 891030-

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    2. Our group

    3. Agenda

    4. Mattel Company/ Barbie

    5. Mattel & Barbie

    6. SWOT

    7. SWOT Datamonitor http://ivythesis.typepad.com/term_paper_topics/2009/09/marketing-strategy-for-barbie-dolls.htmlDatamonitor http://ivythesis.typepad.com/term_paper_topics/2009/09/marketing-strategy-for-barbie-dolls.html

    8. Only 3% of the world’s children are here in the U.S. Our biggest opportunities are in growth outside the U.S. Jill Barad President/ CEO Mattel

    9. Strategies

    10. Adaptation Difficulties with values of other cultures outside the U.S. Political and religious battles Identification of children with typical appearance of your country Price Adjustment Adaptation to local competitors Face and clothes continuously changing Standardization The american Barbie is the most successful Global Image American “icon” The girls have to identify with the doll The world as an extension of the U.S. strategy

    11. Strategic considerations Mattel has decided to concentrate on three aspects: Product Brand building Distribution channel ? “think global and act local”

    12. Marketing Mix

    13. Product ? Regional Target group: Kids 6- 11 & parents Biggest competitor: Bratz New product inventions has to be developed to cope with the modern Bratz doll Brand Image Standardized global packaging and logo Be aware of cultural differences Cultural Differences: Difficulty in the middle-eastCultural Differences: Difficulty in the middle-east

    14. Price Polycentric Prices in toys are only secondary to the consumers but importance of the right value for the product Competitor threats on price: Bratz In Brazil, Barbie is in competition with local rivals which have lower prices and more realistic looks Mattel has to create cheaper Barbie dolls with the same product value ? outsourced production in Asia

    15. Place ? Polycentric Production : 1988 : VOA Barbie® dolls produced in a plant in Indonesia ? flexibility Distribution : Product availability has been improved in specific market thanks to collaborative efforts with international firms Ex : Japan : complex distribution system ? Bandai Co. Ex : China the « House of Barbie » Licence : A way to diversy and be present on many markets (feminity, fashion or cosmetics for young girls) 45 Derivatives 25 millions €/year Production Vendor Operations Asia division (VOA), which managed Mattel’s outsourced production Most of Mattels toys are made overseas (Mattel had wholly owned manufacturing facilities in China, Malaysia, Indonesia, Mexico, and Italy. The location of manufacturing facilities across different countries provides greater flexibility to Mattel in product manufacturing and delivery. 2. Distribution Mattel fought competitors in Japan by joining forces with Bandai, Japan’s largest toy company ?beneficial as numerous eastern countries open their markets to western goods. «House of Barbie», sur six étages d'un immeuble et 1 500 m2. Ce concept store est une véritable vitrine composée d'un restaurant, d'un bar, d'un spa, d'un centre de design où l'on apprendra aux clientes à dessiner ainsi que d'un faux podium de mode. Ce sera aussi un lieu d'exposition des poupées Barbie du monde entier. Le magasin, qui compte 100 000 références, a ouvert ses portes en mars. Ce sera un endroit où les mamans et leurs filles pourront passer autant de temps qu'elles le souhaitent. 3. Licence Les licences Barbie rapportent environ 25 millions d’euros (166 millions de francs) du chiffre d’affaires global de la marque. « Notre ambition pour l’Europe, le Moyen Orient et l’Afrique est de faire de Barbie la première marque mondiale de produits pour petites filles, d’où la forte présence de Barbie dans tout ce qui touche à la pré féminité, de la mode aux cosmétiques. »Production Vendor Operations Asia division (VOA), which managed Mattel’s outsourced production Most of Mattels toys are made overseas (Mattel had wholly owned manufacturing facilities in China, Malaysia, Indonesia, Mexico, and Italy. The location of manufacturing facilities across different countries provides greater flexibility to Mattel in product manufacturing and delivery. 2. Distribution Mattel fought competitors in Japan by joining forces with Bandai, Japan’s largest toy company ?beneficial as numerous eastern countries open their markets to western goods. «House of Barbie», sur six étages d'un immeuble et 1 500 m2. Ce concept store est une véritable vitrine composée d'un restaurant, d'un bar, d'un spa, d'un centre de design où l'on apprendra aux clientes à dessiner ainsi que d'un faux podium de mode. Ce sera aussi un lieu d'exposition des poupées Barbie du monde entier. Le magasin, qui compte 100 000 références, a ouvert ses portes en mars. Ce sera un endroit où les mamans et leurs filles pourront passer autant de temps qu'elles le souhaitent. 3. Licence Les licences Barbie rapportent environ 25 millions d’euros (166 millions de francs) du chiffre d’affaires global de la marque. « Notre ambition pour l’Europe, le Moyen Orient et l’Afrique est de faire de Barbie la première marque mondiale de produits pour petites filles, d’où la forte présence de Barbie dans tout ce qui touche à la pré féminité, de la mode aux cosmétiques. »

    16. Promotion

    17. Examples

    18. MARKET 1: JAPAN

    19. MARKET 2: BRASIL

    20. Conclusion

    21. Conclusion Barbie is a global brand but it has to change the strategy in every country to reach the childrens needs in different countries Barbies biggest competitor is the Bratz doll Barbie has to work on new strategies and products to reach the modern kids and not loose their brandimages and market share The European and the Middle-East countries are the biggest markets for the Mattel company

    23. TACK!

    24. Sources Datamonitor Dual Sourcing Strategies: Operational Hedging and Outsourcing to Reducing Risk in Low-Cost Countries, M. Eric Johnson (Rev. 12/08/05) Analysis, Barbie seeks local appeal through Shanghai makeover, 26 March 2009 Datamonitor 2009, Mattel «Les 50 ans de Barbie sont un tremplin marketing» Marketing Magazine N°131 - 01/05/2009 - Ava Eschwège « Thinking Made Easy » http://ivythesis.typepad.com/term_paper_topics/2009/09/marketing-strategy-for-barbie-dolls.html « Barbie phenomenon in Japan » Marilyin Motz, Esther Clinton, August 2007

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