Mattel – barbie doll

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  • 1. Mattel – Barbie Doll Marketing Mix project of 7 p’s  Submitted By:- PRIYANKA  MBA 1st Year ( 2nd semester)  Roll No. – 00715603911  NIEC I.P UNIVERSITY  Submitted To:- Ms. SHIKHA Ma’amMarch 16, 2012 MADE BY - PRIYANKA
  • 2. Barbie-Introduction  BARBIE is a fashion doll manufactured by American Toy company Mattel.  First Barbie doll was launched in march 1959.  Barbie is the figure head of a BRAND OF MATTEL dolls and other accessories,including other family members and other dolls.  Ruth Handler suggested the idea of an adult-bodied doll to her husband Elliot, a co – founder of the Mattel Toy Company.  While on a trip tp Europe in 1956 with her children came across a German toy doll called BILD LILLI.March 16, 2012 MADE BY - PRIYANKA
  • 3.  Mattel acquired the rights to Bild Lilli Dolls in 1964 & stopped its production. It is estimated that over a billion Barbie dolls have been sold worldwide in over 150countries,with Mattel claiming that three Barbie dolls are sold every second. Barbie has become a cultural icon and has been given honors that are rare in the toy world. In 1974, a section of times square in New York City was renamed Barbie Boulevard for a weekMarch 16, 2012 MADE BY - PRIYANKA
  • 5. BARBIE - PRODUCT The first Barbie doll wore a black & white zebra striped swimsuit & signature topknot ponytail, & was available as either a blonde or brunetteMarch 16, 2012 MADE BY - PRIYANKA
  • 6. Barbie - Product Barbie has had over 40 pets including cats,dogs,horse,a panda, a lion cub & a zebra. Barbie as a brand is having a product line as follows:- BARBIE DOLLS BARBIE ACCESSORIES BARBIE CLOTHESMarch 16, 2012 MADE BY - PRIYANKA
  • 7. Barbie - product Barbie came up with the various variants of design & dolls. To capture indian market they launched a new doll in 1982, known as Indian Barbie. It was the 1st “brown” barbie’s of itnernational collection.March 16, 2012 MADE BY - PRIYANKA
  • 8. Barbie – Product  She has an on – off romantic relationship with her boyfriend Ken (KEN CARSON).  Who frist appeared in 1961.  A news release from mattel in february 2004 announced that barbie & ken hadMarch 16, 2012 decided to split up. MADE BY - PRIYANKA
  • 9. Barbie - Price In the comparison to commodities, the prices of the toy has always been secondary to the consumer. In the case of the Barbie it dominates the dolls industry for more than 40 years & several competitors were unable to withstand with the popularity with Barbie. In India market they prices range b/wn ‘100 to 3000’ which indeed is big variants.March 16, 2012 MADE BY - PRIYANKA
  • 10. Barbie - Price They are saving on distribution cost & delivering it to the consumers by selling Barbie on ‘ONLINE’.March 16, 2012 MADE BY - PRIYANKA
  • 11. Barbie - Promotion Mattel have created barbie a seprate brand & never let the brand image of barbie effect the brabd image of its parent company. It has always made a fancy packaging to attract young girls.March 16, 2012 MADE BY - PRIYANKA
  • 12. Barbie - Promotion  At 50th anniversary barbie has endorsed Katrina Kaif as Brand Ambassador.  Katrina Kaif unvieled the new barbie collection in LAKME FASHION WEEK in 2009.March 16, 2012 MADE BY - PRIYANKA
  • 13. Barbie - Place Barbie dolls do not have their own stores & therfore releis on the retailors. They are selling through various websites:- 16, 2012 MADE BY - PRIYANKA
  • 14. Barbie - Place They have their offline selling units of barbie like:- Mom N Me, Himayat Nagar Hyderabad. Babie’s wonderland, banjara Hills. Appis collection, Madhapur.March 16, 2012 MADE BY - PRIYANKA
  • 15. Barbie – Physical Evidence Barbie dolls has there proper packing which is same of the identical dolls.March 16, 2012 MADE BY - PRIYANKA
  • 16. Barbie - Process Quality of the barbie dolls are same in every market where it is avaliable they use the same kinds of raw materials and common techniques are followed.March 16, 2012 MADE BY - PRIYANKA
  • 17. Barbie - ProcessMarch 16, 2012 MADE BY - PRIYANKA
  • 18. THANK YOUMarch 16, 2012 MADE BY - PRIYANKA