This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand.
Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
What are iconic brands? What does it take for brands to become icons? This thesis, which received IE University's Best Research Thesis Award in 2014, explores these questions, diving deep into the case of the Barbie brand. Barbie, a once iconic brand, faces continuously falling sales. After conducting an analysis of the brand and consumer research, the presentation concludes with strategic marketing and brand recommendations aimed to turn Barbie's situation around.
This is the presentation of the thesis research paper. The complete paper can be requested.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
We held the largest ever Virtual SlideShare Summit a week back, if you missed it here's your chance to hear from the experts once more on some of the takeaways on presentation design and SlideShare Marketing
What are iconic brands? What does it take for brands to become icons? This thesis, which received IE University's Best Research Thesis Award in 2014, explores these questions, diving deep into the case of the Barbie brand. Barbie, a once iconic brand, faces continuously falling sales. After conducting an analysis of the brand and consumer research, the presentation concludes with strategic marketing and brand recommendations aimed to turn Barbie's situation around.
This is the presentation of the thesis research paper. The complete paper can be requested.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
We held the largest ever Virtual SlideShare Summit a week back, if you missed it here's your chance to hear from the experts once more on some of the takeaways on presentation design and SlideShare Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
In an ever-changing landscape of one digital disruption after another, companies and organisations are looking for new ways to understand their target markets and engage them better. Increasingly they invest in user experience (UX) and customer experience design (CX) capabilities by working with a specialist UX agency or developing their own UX lab. Some UX practitioners are touting leaner and faster ways of developing customer-centric products and services, via methodologies such as guerilla research, rapid prototyping and Agile UX. Others seek innovation and fulfilment by spending more time in research, being more inclusive, and designing for social goods.
Experience is more than just an interface. It is a relationship, as well as a series of touch points between your brand and your customer. Here are our top 10 highlights and takeaways from the recent UX Australia conference to help you transform your customer experience design.
For full article, continue reading at https://yump.com.au/10-ways-supercharge-customer-experience-design/
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
Storytelling is not only an entertaining source for information, but a way to engage and humanize our messages that helps them stick. Our brains are wired for stories. Like a drug, we seek them out. Good stories create lasting emotional connections that persuade, educate, entertain, and convert consumers into brand loyalists.
Here’s another good reason to believe in the power of stories: You don't have a goddamn choice. We spend a third of our waking hours crafting stories, and the rest of the time consuming them. Our brains are always searching for stories. You need stories. You live your life around stories. Your life itself is a story. So, now find out how you can use them to better understand how brands and businesses can use storytelling to increase engagement and sales.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
EARNED MEDIA SUCCESS FOR BEAUTY BRANDS ON YOUTUBEOctoly
At Octoly, we believe in the power of passion. Passion is what drives us as human beings. Passion gives us the inner strength to push ourselves beyond expected limits. It’s what drives creativity, defines our belief system, makes crowds gather and cheer, and gives birth to society’s great cultural icons - everything from media stars to superstar brands. Thousands of Youtubers reach this level of passion, by reviewing products and featuring brands on YouTube and their other socials channels.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
These are slides that I created for a group presentation for my Advertising & Communications class (ADMS 4240, Winter 2011). The style and tone of the presentation was deliberately chosen to capture the feel of Diesel's 'Be Stupid' Campaign
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
In an ever-changing landscape of one digital disruption after another, companies and organisations are looking for new ways to understand their target markets and engage them better. Increasingly they invest in user experience (UX) and customer experience design (CX) capabilities by working with a specialist UX agency or developing their own UX lab. Some UX practitioners are touting leaner and faster ways of developing customer-centric products and services, via methodologies such as guerilla research, rapid prototyping and Agile UX. Others seek innovation and fulfilment by spending more time in research, being more inclusive, and designing for social goods.
Experience is more than just an interface. It is a relationship, as well as a series of touch points between your brand and your customer. Here are our top 10 highlights and takeaways from the recent UX Australia conference to help you transform your customer experience design.
For full article, continue reading at https://yump.com.au/10-ways-supercharge-customer-experience-design/
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
Storytelling is not only an entertaining source for information, but a way to engage and humanize our messages that helps them stick. Our brains are wired for stories. Like a drug, we seek them out. Good stories create lasting emotional connections that persuade, educate, entertain, and convert consumers into brand loyalists.
Here’s another good reason to believe in the power of stories: You don't have a goddamn choice. We spend a third of our waking hours crafting stories, and the rest of the time consuming them. Our brains are always searching for stories. You need stories. You live your life around stories. Your life itself is a story. So, now find out how you can use them to better understand how brands and businesses can use storytelling to increase engagement and sales.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
EARNED MEDIA SUCCESS FOR BEAUTY BRANDS ON YOUTUBEOctoly
At Octoly, we believe in the power of passion. Passion is what drives us as human beings. Passion gives us the inner strength to push ourselves beyond expected limits. It’s what drives creativity, defines our belief system, makes crowds gather and cheer, and gives birth to society’s great cultural icons - everything from media stars to superstar brands. Thousands of Youtubers reach this level of passion, by reviewing products and featuring brands on YouTube and their other socials channels.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
These are slides that I created for a group presentation for my Advertising & Communications class (ADMS 4240, Winter 2011). The style and tone of the presentation was deliberately chosen to capture the feel of Diesel's 'Be Stupid' Campaign
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Analysis of Mattel's Barbie campaign - You Can Be Anything. The case study evaluates the campaign's strategies and tactics to deal the the backlash of public sentiment toward Barbie that began in the 1979s. Then we evaluated the success and failure of the campaign.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
8. A brand in decline
Sales declined 16% in 2014, and have steadily
declined over the past 3 years.
Brand is affected by age compression, a shift to
interactive toys, and toys with stronger ties to
stories and the entertainment industry.
Barbie is perceived as less trendy and less of a
good value today than in 2012.
Barbie is considered more prestigious and
authentic than in 2012. Nostalgia is the main
driver of the Barbie brand in 2014.
9. Monster High
100%
Interest Over Time - Google Shopping US
80%
60%
20%
40%
FrozenAmerican Girl Ever After HighBarbie
Search interest in the brand has flattened
12. A four year old girl is playing
with a Barbie doll; I perceive
her life and family to be...
Barbie is perceived as ordinary and normal
13. The Barbie brand is in decline because of age
compression, a lack of true inclusivity, and an
outdated worldview. We plan to leverage
Barbie’s iconic status with a reimagined
approach and renewed priorities to create a
story that makes her more relevant,
accessible, and exciting, so that daughters are
proactively asking Mom to “buy me a Barbie!”
Lack of inclusivity and outdated worldview
19. To Mothers and Daughters in the
market for a new favorite toy, the
Barbie family is your EXCITING and
FUN choice, providing
COLLABORATIVE, EMPOWERING,
and ALL-EMBRACING experiences;
experiences that promote HEALTHY
and POSITIVE values while also
creating memories that will last a
LIFETIME.
REFRESHED
BRAND
POSITIONING
22. Move playtime outside of your
playroom:
BRINGING NEW
BARBIE TO LIFE
Make Barbie about activity and
collaborative, imaginative play and
less about “shop ‘till you drop”
Barbie Parties: Barbie dolls are more
fun when your friends come over
and bring their dolls into your world -
each doll has their own unique
personality and culture
Mom and daughter creating
bonding experience
23. Playtime should mean spending
time outdoors with good friends:
Grab your Barbie and meet your
friends at the park to continue to
build adventures together
Post a photo of you and your friends
with your dolls and Mattel might
feature you on the Barbie app!
#BARBIEBUILDS
BRINGING NEW
BARBIE TO LIFE
34. By reimagining the classic Barbie
brand values with a focus on
COLLABORATION and INCLUSIVITY,
the new and improved Barbie family
will encourage active, social, fun, and
POSITIVE value-based playtime,
inspiring and EMPOWERING a new
generation of Barbie fans, and
making Moms PROUD to purchase
Barbie brand products for their
Daughters.
BRINGING
BARBIE BACK
38. They don’t really have exposure to Barbie dolls
because they don’t watch linear TV so they
don’t see ads. They do watch Barbie on Netflix,
but they don’t associate it with a product they
can buy.
-Larry
She’s too young for Barbies. She has one but
doesn’t play with it. She prefers Disney
character stuff to Barbie.
-Marni
I worry about the "message" that Barbie sends
little girls. But I also really loved Barbie so I'm
conflicted! Honestly, I think that as it stands
right now I probably wouldn't buy Abigail a
Barbie.
-Erin
She’s okay with Barbies, views them as just
toys, not role models. She prefers Everafter
High and Monster High dolls because they
come with elaborate back stories, whereas
Barbie is just “Nurse Barbie” etc.
-Gabby
Survey Insights
39. - Aligning under #BESUPER: superhero,
superstyle, superstar
- Emphasis on empowerment,
inspiration, and style
- Many messages, leading to brand
confusion
- Barbie sales declined 16% in 2014, compared to a 2% decline for
other Mattel Girls brands
- Barbie’s brand equity has been steadily declining amongst parents
of girls under the age of 12 over the past 3 years
Brand Sales
& Equity
Brand
Perception
Brand
Strategy
- Barbie is perceived as less trendy and less of a good value today
than in 2012
- Today, Barbie is considered more prestigious and authentic than
in 2012. Nostalgia is the main driver of the Barbie brand in 2014
Today: The Barbie Brand is in Decline
40. ● Female Empowerment
● Age Compression
● Shift to Interactive Toys
● De-emphasis of Linear
Advertising
● Maker Movement
● Open-Ended Playtime
● Mini Madness
● “SMART” Play
● Inclusion of Back Story
Trends in the Toy Market
41. Brand History
1959 Introduced by Ruth Handler, cofounder of Mattel
1961 Ken introduced
1988 First Hispanic friend, Teresa, introduced
1997 “Talk with Me” Barbie introduced
1963 1968 1971 1986 1992 2004 2009
42. ● Introduced in 1959 by Ruth Handler, cofounder of Mattel
● Barbie filled an untapped niche for teen and adult dolls in
America
○ At the time, baby and toddler dolls dominated the
market
● Over the next 55+ years, hundreds of Barbie variants have
been introduced, along with numerous complementary toys
● The Barbie doll has become an iconic symbol of childhood,
and America, across the world
● The Barbie brand today is about more than just the doll; it is
about inspiring and encouraging young girls to express and
explore their individuality
Brand History
43. Barbie The Teenage
Fashion Model doll
debuts at Toy Fair in
New York.
Barbie: Timeless Style
Barbie gets a boyfriend
named Ken. She also
becomes a ballerina, flight
attendant and registered
nurse.
Barbie is an astronaut.
Barbie gets her first
Hispanic friend, Teresa.
The first Barbie in the
(Christmas) Holiday
Series is introduced.
Barbie gets her first
Asian friend, Kira.
Barbie goes high tech.
“Talk With Me Barbie”
gabs up a storm with
the help of a CD-ROM
and computer.
Barbie turns 40.
1959 1965 1990 1999
1961 1988 1997
46. Current Consumer
TARGET
MARKET
UNMET
NEEDS
- More children trending towards interactive games
on mobile/tablets
- Barbie not aligned with entertainment industry,
which is driving toy sales
Interplay between 2 dynamics:
- Mom’s thirst for nostalgia
- Child’s attraction to the product
PURCHASING
PROCESS
- Barbie’s core demographic used to be between the
ages of 3 to 12, but is now a more narrow 3 to 6
- Target market is not only shrinking, but getting
younger