This document discusses the marketing mix of Barbie dolls. It provides an overview of the history and introduction of Barbie, which was first launched in 1959. It then covers the 7 P's of the marketing mix for Barbie: product, price, promotion, place, process, people, and physical evidence. For each P, it gives details on Barbie's product line, pricing strategies, promotional activities including celebrity endorsements, distribution channels both online and offline, manufacturing processes, and packaging.

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’am
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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.
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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 week
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4. MARKETING MIX 7 P’S
 PRODUCT
 PRICE
 PROMOTION
 PLACE
 PROCESS
 PEOPLE
 PHYSICAL EVEDENCE
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5. BARBIE - PRODUCT
 The first Barbie doll
wore a black & white
zebra striped
swimsuit & signature
topknot ponytail, &
was available as
either a blonde or
brunette
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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 CLOTHES
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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.
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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 had
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decided to split up.
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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.
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10. Barbie - Price
 They are saving on distribution cost & delivering
it to the consumers by selling Barbie on
‘ONLINE’.
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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.
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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.
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13. Barbie - Place
 Barbie dolls do not have their own stores
& therfore releis on the retailors.
 They are selling through various
websites:-
 http://www.infibeam.com
 http://www.indiangifthouse.com/
 http://shopping.rediff.com/
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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.
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15. Barbie – Physical Evidence
 Barbie dolls has
there proper
packing which is
same of the
identical dolls.
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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.
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17. Barbie - Process
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18. THANK YOU
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