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KSmithComm440presentation
- 1. Kenya Smith
- 2. Why Culture Cloud? • Relate to feeling ignored and abandoned due to racial and cultural differences • Culture Cloud’s Goals • To help companies reach a larger audiences in order to gain profit • To promote the virtue of cultural diversity in products and services • America is getting more and more diverse. According to data from the Census Bureau, minorities made up 37% of the United States population in 2012. In addition, the minority population in the U.S. is expected to increase to 57% in 2060 (“U.S. Census Bureau Projections Show a Slower Growing, Older, More Diverse Nation a Half Century from Now,” 2012). • To provide customers with the sense of worth and respect regardless of ethnic and cultural differences • To help build strong relationships between companies and their customers
- 3. Client/Campaign • Good News • Mattel • Biggest and most well known toy manufacturer • Famous Toy brands: Hot Wheels, Monster High, Polly Pocket, and Barbie • Barbie • Largest and most recognized doll line in the world. • Promotes setting career goals in girls • Bad News (both Mattel & Barbie) • Decrease in Sales : WHY?
- 4. Here’s Why (Wall Street Journal, 2015)
- 5. SWOT Analysis Strengths • Philanthropy (Make-A-Wish, Special Olympics, Save the Children) • Barbie’s positive message of achieving career goals Weaknesses • Lack of ethnic and cultural diversity • Unhealthy message of body image Opportunities • “I Can Be Me” doll line Threats • Hasbro • MGA Entertainment Mattel/Barbie
- 6. Main Issue One of Barbie’s main weaknesses is the lack of cultural diversity in dolls. Another weakness that the doll line faces is the unhealthy view of body image. (Wall Street Journal, 2014)
- 7. Target Market Young Girls • ages 5-10 • minorities • enjoy playing with dolls • know how to use technology • belong to lower-middle/working class families Families • have young girls in household • want to instill positive messages in children • lower-middle/working class • live in poor, urban neighborhoods in North America
- 8. Marketing Strategy • Remind young girls that each one of them is special • Issue 25% discounts on dolls and doll accessories during Christmas season and birthdays • Reward $50 vouchers to girls who make honor roll • Develop website and a free app that allow girls to register their dolls, create their virtual world, and play fun and educational games that focuses on the following: • Health • Hygiene • Careers • Social Skills • Culture • Develop Advertising Campaign • Major Children’s TV networks • Nickelodeon • Cartoon Network • Qubo • ABC Family • Disney XD
- 9. Inspirations
- 10. Prototypes These are prototypes of what the “I Can be Me” doll line will look like. • Picture 1- process of creating doll • Picture 2- finished product • Picture 3- Logo
- 11. Budget $950,000 , 30% $500,000 , 16% $100,000 , 3% $600,000 , 19% $1,000,000 , 32% I Can Be Me Budget Plan Toy and Product Manufacturing Technological Development Advertisement Community events Philantrophy
- 12. Timeline January2016 • Conduct Surveys Regarding Doll line February2016 • Host Dolls and Diversity Dinner @ Virginia Beach Convention Center March- December2016 • Develop “I Can be Me” doll line Spring- Summer2016 • Participate in festivals and gatherings that focuses on culture. September2016 • Start Ad Campaign December 2016 • Launch Doll Line • Initiate 25% Christmas Discount
- 13. Metrics
- 14. References • U.S. Census Bureau Projections Show a Slower Growing, Older, More Diverse Nation a Half Century from Now. (2012, December 12). Retrieved October 2, 2015, from https://www.census.gov/newsroom/releases/archives/population/cb12-243.html • Wall Street Journal (2015). Move over Barbie, dolls are undergoing a makeover Available from https://www.youtube.com/watch?v=RzkHm8N7fgo • Wall Street Journal (2014). Sales of Barbie Dolls are less than glamorous Available from https://www.youtube.com/watch?v=JoVRbvdHhdg