Brand Management - Barbie Brand Analysis

BARBIE BRAND AUDIT
Ariane Verner
Carlos Russo
Marina Manzanares
Sabrina Alves

AGENDA
What we will discuss today?
Overview
Brand Identity Model
Brand Architecture
Consumer
Main Challenges & MKT strategy

TOY MARKET OVERVIEW
90 billion dollars market with 5 top main players
Source:https://www.statista.com/statistics/241241/revenue-of-major-toy-companies-worldwide/
Worldwide revenue of major toy companies in 2016
(in million U.S. dollars)
Direct competitor:
dolls
Indirect competitor:
building blocks
Doll's more related to fantasy;
Movies partnership.

The commercial success of Barbie has
allowed Mattel to become the sixth most
valuable toy brand worldwide in 2017
MATTEL OVERVIEW
Barbie is a key product for Mattel
Source: https://www.bloomberg.com/features/2015-disney-princess-hasbro/
https://www.statista.com/statistics/370361/gross-sales-of-mattel-s-barbie-brand/
Mattel's Barbie brand worldwide (in
million U.S. dollars)

BRAND IDENTITY MODEL
Barbie: going beyond beauty
Children
can be
anything
they want
Safe, Durable,
Quality
Connection
(Relationship)
Feelings
(Emotional)
Symbol (Images and Traditions)
Style, Elegance,
Self-confidence
Fashion, Professions, Sports,
Heroes, Maternity,
Femininity,Diversity,
Hope,Respect
Happiness
ImaginationinFuture,Possibilities,
Joy,Love,Care
Dreams
Traditional dolls
and accessories
Puzzles, Learning Toys, Clothing,
Diversified Dolls, Trend Accessories
BrandCommunities,Co-Creation,
Customization
Reliability
Trustworthiness
Long-Lasting
Body (Functional)
Heritage,
Tradition

BARBIE ARCHITECTURE
Main brand insights in Barbie's architecture
Insights:
Branded house: leverage the brand
Endorsed brands: lack of quality and standard
control

CONSUMER
Understanding Barbie through consumer's perspective
BRAND EQUITY POOL BRAND LOVER IN A BRAND COMMUNITY
92 interviews Magda Amaral
Main associations in Brazil:
Feminism, fashion, futility, skinny, blonde,
Ken...
Consumers expressed desire for more diversity (40%)
and more realistic body features (20%)
Main competitors:
Love at first sight
“Barbies of the World”, Barbie India, Barbie Geisha, Irish
Barbie. Cinema, Fashion.
100 dolls including Barbies, Kens, sisters and friends

AGENDA
What we will discuss today?
Overview
Brand Identity Model
Brand Architecture
Consumer
Main Challenges & Marketing Strategy

MAIN CHALLENGES
Parents x kids
Parent's perspective (buyers):
How to make them see Barbie
as an indispensable toy for their
kids
Kid's perspective (users):
How to make them desire Barbie
again

HOW CAN BARBIE OVERCOME THESE
CHALLENGES?

MARKETING STRATEGY
How to enhance the brand value following the Brand Identity
gggg
Safe, durable and quality:
spread quality all over the
brand extension
- Reformulate Corporate
Strategy: quality control
over licensee strategy
Long-lasting relationship:
- Brand communities
- Co-creation
- Mass customization
Heritage and Tradition: keep
fashion and improve diversity
values
- Fashion: product line focusing
on fashion market, for
instance, being launched
during NYC Fashion Week →
Word of mouth / PR
- Diversity without losing the
brand heritage
Dreams: kids can be whatever
they want
- Customization
- Partnership with strong
brands (co-branding)
- Diversified dolls

MARKETING STRATEGY
How to transmit diversity and educational tool values
CUSTOMIZED BARBIES TAKING ADVANTAGE OF BRAND COMMUNITIES
● Consumer would customize and
order their own Barbie on Barbie
website: body, face, hair, height
and etnia following mass
customization principles;
● All created Barbies would be
displayed in the website and users
would be able to vote on their
favorite;
● The most sold dolls or the most
voted ones would become part of
Barbie's product line.

BARBIE + Nintendo: win-win strategy
- Feminine and fashion power →
possibility to recruit girls
- Digitalization of Barbie
BARBIE + LEGO: win-win strategy
- Feminine and fashion power of Barbie
→ possibility to recruit girls
- Educational background and strength
of Lego
MARKETING STRATEGY
How to transmit diversity and educational tool values
CO-BRANDING WITH STRONG BRANDS

MARKETING STRATEGY
Keeping the high standard of quality
REDEFINING THE CORPORATE STRUCTURE: HOW TO MAKE SURE ALL BRAND EXTENSIONS
FOLLOW BARBIES QUALITY AND VALUE
LICENSING
DEPARTMENT
BARBIE
CONSUMER
DEVELOPMENT
OPERATIONAL
MARKETING
● Licensing department: focus on approving all brand extensions in order to keep and maintain Barbie's
standards;
● Consumer development: development of strategy and products focusing on consumer needs;
● Operational marketing: marketing strategy.

TOY MARKET OVERVIEW
90 billion dollars market with 5 top main players
Source:https://www.statista.com/statistics/241241/revenue-of-major-toy-companies-worldwide/
Worldwide revenue of major toy companies in 2016
(in million U.S. dollars)
● 90 billion dollars total
revenue of the global toy
market;
● Main players: Mattel, Namco
Bandai, Lego, Hasbro and
Jakks Pacific;
● Mattel and Lego: each
almost 6% of global Market
Share.
Main insights
Direct competitor:
dolls
Indirect competitor:
building blocks

HASBRO: MAIN DIRECT COMPETITOR
Similar dolls offer
● Born in 1923, USA;
● Produce and commercialize: Disney and Star Wars;
● HasBro Studios (since 2009): give life to star products;
● Main direct competitors:
Disney Descendants Frozen Disney Princess Esquetria (My Little
Pony)_
Dolls and kids
accessories
Dolls, board games,
furniture, doll
scenarios, beyond
others
Dolls, furniture, doll
scenarios, beyond
others
Dolls, TV series, doll
scenarios, accessories,
beyond others
Main insights:
Doll's more related to fantasy world;
Movies partnership.

Brand Management - Barbie Brand Analysis

Brand Management - Barbie Brand Analysis

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