Marketing Communications analysis for American Girl

1. By Yona Weisleder

3. LEADER
18-inch doll market
Storytelling & Customization
High-Quality Premium Dolls

4. Company History
1986
Founding of Pleasant Company
Debut of the first Historical Characters
1998
Acquisition by Mattel
2014
1992
Launch of American Girl Magazine & Fashion Show
Opening of the first American Girl Place
1999
Launch of americangirl.com
2001
Debut of“Girl of the Year”
2010
Debut of My American Girl Dolls and Innerstar University

5. Target Markets
Girls Parents (Adults)
Ages 6-12
Unique
Middle-High Class
Users & Influencers
Direct Relationship
High/Low Involvement
Decision-Makers
Purchasers

6. Positioning
Follow Your Inner Star
celebrating girls and all
that they can be
a friendship that will last forever

7. Competition
Indirect Competitors

8. Marketing Communications

9. Objectives
Inform about new products and promotions
Enhance brand preference over an emotional value proposition
instead of a price-war
Increase traffic to the stores and e-commerce site
Persuade customers to buy in bundles (several products at a time)
Increase product demand, sales and repeat purchases
Engage customers through branded experiences and social media
Educate the adult segment about the benefits of the brand and
the accomplishments of the company
Promote branded events and American Girl services
help girls become their very best

10. Strategy
Pull
Profile
Interest & Awarness
Brand Preference
Engagement
Call-to-Action
Finalize Sales
Support
Credibility
e-catalogue
corporate email

11. Communication Tools
direct marketing
Point-of-sale marketing
Social Media

12. Point-of-sale marketing In-Store Merchandising

13. Point-of-sale marketing E-Commerce Site

14. Facebook & TwitterSocial Media

15. You TubeSocial Media

16. Email Communicationsdirect marketing

17. Message & Creative
Adaptive to
the Audience
Both the source & the
voice is american Girl
clear calls-to-action
rational & emotionalfocus on the benefits
rather than the features

18. Effectiveness
word-of-mouth
SALES
permission marketing

19. Conclusions
Successful growth
Excellent market penetration,
market development & product
development strategies
High brand equity
Several justifications for its
premium pricing
Experiential marketing is at the
core of the brand
Good selection of its
communication tools
more than just dolls... friends 4 life

20. Recommendations
Highlight Awards
& Philantrophy
Keep the distance with Mattel and Barbie
improve the e-commerce site and social media
no discount
sales promotions

21. We are all of us stars,
and we deserve to twinkle
-Marilyn Monroe

22. follow your inner star