Download - Advertising Campaign: Name: Latin Girl
Marketing Plan
Latin Girl Appendix: I. COMPANY DESCRIPTION
II. BUSINESS MISION
III. MARKETING OBJECTIVE
IV. COMPETITIVE ADVANTAGE
V. SITUATIO ANALYSES
6 Forces
SWOT Analysis
VI. MARKETING STRATEGY
Target Market
Marketing Mix
Product
Place/ Distribution
Promotion
Price
VII. BRANDING
VII. IMPLEMENTATION
Marketing Research
Summary
VIII. BIBLIOGRAPHY
Group Integrands:
Juana Vargas
Andrea Osorio
Alex Evertsz
Miguel Gusman
Santiago Lopez
Sebastian Rodriguez
I. Company Description
Mattel, Inc. (NYSE: MAT), the largest
toy corporation in the world, em-
ploying over 32,000 people, designs,
manufactures, markets, and retails a
variety of toys, games, and entertain-
ment products. Through direct and
indirect sales channels, consumers
around the world enjoy Mattel’s vari-
ous brand name toys as well as
goods produced through their nu-
merous licensing contracts. With
global headquarters in El Segundo,
California, Mattel differentiates its
international products from those
marketed domestically by adapting
to the tastes and preferences of the
demographic due to geographic vari-
ation. Thus, the company remains
competitive through the strength of
its existing core product lines and
ability to innovate and change in a
dynamic market. The many brands
contained under the Mattel umbrella
create an impressive portfolio. The
company is split into three separate-
ly managed segments, Mattel Girls &
Boys Brands, Fisher‐Price Brands,
and American Girl Brands, each with
their own collection of subsidiary
brands, joint ventures, and licensing
agreements.
II. Business Mission
“Learn while we smile to grow up
laughing”
This product is means to put smiles
on the girls’ faces, to create happy
memories for each future woman.
Mattel makes its decisions based on
the purpose of improvement.
III. Marketing Objectives
The marketing objective is to estab-
lish “Latin Girl” as a recognize bran
in the market of girl toys. Aiming to
become one of the bestselling toy
brands in Colombia. In order to
achieve this objective, the costumer
must start perceiving The Latin Girl
doll and services as a unique and ex-
iting experience that no other bran
can offer.
Objective Metric:
To catch the 15% of the “Latin
Girl” potential costumers in Co-
lombia by November 31 of
2014.
To position the brand “Latin
Girl” in the main cities of Co-
lombia (Medellin, Bogota, Cali,
Barranquilla, Cartagena) as the pre-
fer doll for the girls from 4 to 9 year,
by November 31 of 2016.
IV. Competitive advantage
The “Latin Girl” brand arrives to
Colombia with a total new idea
that has never been seen before in
this country. It is the possibility
that the girls have to personalize
their own doll and actually look
like them and have the same
clothes of their dolls. In addition,
this brand came with the idea of
opening a specialty store for the
girls and their dolls where they
will have the opportunity to have a
total new, unique and exiting expe-
rience with the dolls that no other
brand can offer it here in Colom-
bia.
V. Situation Analysis
6 Forces:
Technological:
Technological developments facili-
tated our products entering the
country in a faster and more eco-
-nomical way. We currently have
ground, flying and sea lanes to dis-
tribute our products. Technology
also has helped us to present our
products in a more simple and ef-
fective way (social networking, ad-
vertising, etc.)
Environmental:
Mattel is committed to minimizing
our impact on the environment as
well as to protecting the health
and safety of our employees and
the communities in which we op-
erate. We have developed world-
wide Environmental Health &
Safety (EHS) standards intended
to support responsible manage-
ment of the environment and the
health and safety of our employ-
ees, customers and neighbors.
Mattel is also committed to imple-
menting policies and procedures
that help to ensure our operations
are conducted in compliance with
applicable laws, regulations and
standards.
Political-legal:
At Mattel, we are serious about
safety and quality and are very
concerned about how consumers
use our products.
Our product safety policies are
based on our core value of protect-
ing our consumers from unforeseen
harm. We set global standards on
health and safety exposures at or
more stringent than legal limits.
Mattel products are designed and
manufactured to meet or exceed all
applicable safety standards from
around the world. Rarely do we re-
ceive a safety report regarding a
product, since much of the work and
care is done during the design and
manufacturing stages. But when we
do receive a safety report, we have a
companywide system in place to im-
mediately respond to the situation.
Demographic:
DANE says that Colombia actually
has 16 million children approxi-
mately that are part of the Tweens
(ages from 4 to 12) , in which 10% of
the total Colombian people are girls
under 10 years old, which are our
target market. These girls nowadays
have stronger influences in the pur-
chasing decisions and also have one
the greats average of consume of the
country.
Economic:
Even the experts said that the reces-
sion that the Eurozone had been
been having the last couple of year al-
ready finished and the United States
are having a moderate growth in their
economy. The developing economies
will still leading the global growth.
Considering the above and the low and
controlled level of inflation that the
country is having these days, around
1,91% in march 2013. The experts
from the “Banco de la Republica” took
the decision to the decrease the “ Tasa
de interes” from 4% to 3,25% in order
stimulate the costumer purchase and
which will directly affect the Colombi-
an economy in a positive way. The ex-
perts forecast that the Colombian PIB
would expand around 4% by the end
of 2013. This in other words means
that the Colombian economy will be
stable and with a favourable forecast,
based in actual global situation.
SWOT Analysis:
Strengths:
Mattel’s marketing abilities and
relationship.
Established brands with strong
reputation and desirable names
for many brands.
Diverse product lines appealing to
Arrange of ages and both genders.
Well trained employee to design and
develop new toys and with the best
standards of quality for the kids.
One of the leading toy manufactur-
ing companies in the world.
The strong supply chain that Mattel
has.
Efficient top management with near-
ly 30,000 employees.
Strong financial gaining.
Adding or rotating of some outstand-
ing leaders to the executive team.
Excellent innovation in advertising,
marketing and retail executions.
Future growth where the employees
will have the opportunity to reach
their full potential.
Good publicity after lead paint scare.
Low–cost manufacturing techniques
Mattel’s access to distribution chan-
nels.
Cash on hand (financial resource).
Weaknesses:
High variation in seasonal demand
for products forces company to have
excess cash on hand, suffer fluctuat-
ing revenues, have difficulty predict-
ing the optimal number of a product
to produce.
Being such a big company in some
cases makes difficult to have the to-
tal control over the
Mattel’s international business opera-
tions.
Products face competition from
cheaper substitutes.
Weak online presence.
Involve in a lot of controversies like
toxic toys which hurt the brand im-
age
Fake products easily available in
the market leading to loss of reve-
nue.
Concentrated distribution channels
result in volume purchases that
lower margins, leave company vul-
nerable to the demand of certain
retailers.
Some products are contingent on
the availability of licensing agree-
ments.
Poor licensing agreements for up-
coming on the availability of licens-
ing agreements.
Poor licensing agreements for up-
coming movies.
Products face competition from
higher and lower quality substi-
tutes.
No binding long-term contracts
with retailers.
Low EBITDA margins than compet-
itors firms.
Opportunities:
Relocation of products facilities.
Development of new products
as the Latin Girl Doll.
Investment in web retailing oppor-
tunities.
Development of specialty stores.
Innovation of new toys and prod-
ucts with changing technology.
Create a strong online presence to
connect with customers.
US dollar is weakening which will
allow emerging markets and expan-
sion abroad.
Product and services expansion.
Reaching out by organizing contest
on existing franchises.
Can put holograms or something
similar so that imitation is not easy.
More international growth.
Products and services expansion.
Room for growth of international
sales.
New advertising opportunities on
the internet.
Acquisitions of companies or prod-
ucts that compliment the existing
line or target a new age group.
Threads:
Age compression.
Shifting consumer taste and prod-
ucts preferences, further erosion of
the flagship.
Decline in children’s leisure time.
Easy entry by competing firms.
Cartoons channels.
Cheaper technology.
Economics low-down causing
exchange rate fluctuations.
Imitations that are cheaper.
Video games and new technolo-
gies.
Competition.
Highly discretionary products.
Falling costumer spending and
deterioration of the economic
health of costumer countries.
Production of private-label toys
by Mattel’s retail costumers.
Changing trade relations be-
tween USA and its international
trading partners.
VI. Marketing Strategy
Target Market:
We will focus on girls from 4 to 9
years old with middle and high soci-
oeconomically level, meaning that
we will use the concentrated target-
ing strategy. This way, we concen-
trate more on understanding the
needs, motives and satisfactions of
our target market. For this reason,
we will also be able to develop and
maintain a highly specialized mar-
keting mix. We are sure that we will
gain more profits by concentrating
our resources and meeting the
needs of our niche market.
The difficulty lies in choosing our
niche market carefully, and It can-
not be too small because we are ful-
ly aware of the fact that it is possi-
ble that our company might suffer
negative consequences if our seg-
ment shrinks due to environmental
changes.
Marketing Mix:
Product:
“Latin girl” is a line of dolls pro-
duced by Mattel for girls from 4 to
7 years, where they will be protag-
onists of a new story. With their
dolls they can enjoy a miniature re-
al world, having the opportunity to
access to our entire range services
that "represent the individuality
and diversity of today's Latin girls".
Categories:
Additions to existing product line:
“Latin Girl” is a new product that
supplement the Girl line of Mattel.
Ansoff:
It is defined as diversification be-
cause it is a new product in a new
market, unknown by the Colombi-
an people.
Packaging:
The material that we choice for our
packing is cardboard because is an
economic and useful material and is
going to have the following charac-
teristics:
The dimensions of the box are:
length 30 cm, width 22cm, depth
60 cm.
Is ecofriendly material.
Protect the product.
The color we select for the box
is purple because this color is
associated with creativity, luxu-
ry and power. There are surveys
that indicate that it is the favor-
ite color of 75% of
PRESENT PRODUCT
NEW PROD-
UCT
PRESENT MARKET
MARKET PENETRA-
TION
PRODUCT DEVELOP-
MENT
NEW MAR-KET
MARKET DE-VELOPMENT
DIVERSIFICA-
TION
children before adolescence. The
purple represents the magic and
mystery. We decided to used The
bright purple for the logo because is
ideal for women. It is also well suit-
ed to promote items aimed at chil-
dren. The light purple produces
nostalgic romantic feelings.
The “Latin Girl” logo and Mat-
tel’s logo.
Political-legal aspects.
BCG:
Our product is question mark be-cause in this field we has an attrac-tive growth market but the compa-ny has not yet achieved a relevant position and have share few time with the market.
Place/distribution:
The Latin Girl doll as it is Mattel’s
product, the main distributor of it
will be Mattel Colombian S.A. Which
will perform its own marketing
channel functions( logistic, transac-
tional and facilitation) by this, it
means that is in charge of the pro-
motion and physical distribution to
the final places where the toy will
be sell in: from supermarkets, Auto
service stores to department and
specialty stores.
However, the specialty stores that
are one of the new
things that make this toy innovative
will be performed in alliance with
Divercity that is a thematic park for
kids from 3 to 13 year old where we
envision having an indoor store
where girls will have an extraordi-
nary experiences playing with their
Latin Girl Doll. Such as doll
hair salon, dining, photos,
shopping and much more. As
part of the program, all the al-
liance partner members will
be well prepared and train to
promote an excellent experi-
ence with the Latin Girl brand.
Also, the other part of the dis-
tribution channel will be the crea-
tion of a web site and an applica-
tion, in which girls will have the op-
portunity to buy and personalise
their own
Market growth rate
HighLow
Star
? LatinGirl
Cow
Dog
HighLow
Market share dominance
dolls in all the different ways they
could imagine, and then ship it to
their home. By adopting this online
model store the company is aiming
to increase sells because of the
great rate of growth that these
online stores have been experi-
menting in last few years. By the
way, the adoption of this model will
facilitate the work for the actual re-
tail model.
Promotion:
Advertising:
Latin Girl as a new brand of Mattel’s
company has to use a strong adver-
tising campaign to reach the actual
market. Pioneering Advertising is
the perfect strategy to stimulate the
demand of this new product catego-
ry. Here we are going to explain
Mattel creative decisions in adver-
tising:
Advertising Campaign:
Name: Latin Girl
Slogan: Lear while we smile to grow
up laughing
Theme: Dolls
Advertising Objective: Latin Girl
wants to reach tweens between the
ages of 7 and 4 years old, cover all
national territory with the launch of
this new product campaign in less
than two weeks and convince par-
ent to buy these product for their
HOW?
Television:
( Discovery Kids, Disney Channel, Dis-
ney XD, Diney Junior, Cartoon Net-
work, Nickelodeon, Boomerang)
Aprox. Cost: 20 sec commercial $32
milions pesos.
Outdoor Media:
(C. Comercial Santafe, C. Comercial El
Tesoro, C. Comercial Oviedo).
Magazines:
(Pepeganga Magazine, Shoping Malls
Magazines, ExitoMaganize, Jumbo
Magazine).
Internet:
(Mattel’s Oficial web page, Facebook,
Twitter)
Public Relations:
It is important to evaluate the atti-
tudes, issues and the acceptance that
the public is going to have with this
new product entering to the market so
we can minimize the negative image
that could be created over time. The
Public Relation Department of Mattel
must be in charge of making custom-
ers believe that this product in some
way is different from others and that
this new toy will make more kids hap-
pier and connected to their nationality
roots (Latinos). Publicity and Product
Placement is essential to develop this
promotional strategy.
Sales Promotion:
Is the perfect tool to incentive the imme-
diate purchase from customers. The
idea with Latin Girl is when customers
purchase the Doll they will received a
discount coupon to buy the exactly same
cloths as the doll is wearing. This sales
strategy is focusing on maintaining loyal
customers by getting Latin Girls Dolls
with excellent discounts and persuading
competitor’s customers by showing
them the exclusivity of this product.
Personal Selling:
Is a good tool for sales agents because
you can get directly the feedback from
customers and try to change the opin-
ions and decisions from buyers in the
moment of the purchase. A good sales
agent must have adequate information
about the product he is selling and must
be aware about the need and wants
that’s customers have; For Latin Girl the
fundamental information that buyers
must know are the attributes and bene-
fits that Mattel’s new doll is offering.
Price:
Price objective:
We choice profit oriented because the
main objective is to increase the profit
with each product that we sale.
Prince Strategy:
The strategy that we are going to use is
Skimming because the idea is to enter
with high prices to generate a differen-
tiation making costumers see the
product as a high value product and
with the passage of time when people
know our product we are going to de-
crease the price .
Estimate Coste:
Fixed cost: 35000
variable cost: each worker cost 10 us
(it changes depending on the demand)
total cost: 55000
average total cost: 45000
Determine the Demand:
We expect to sell around 50.000 dolls in
Colombia the first year in which the
“Latin Girl” was launched.
Analyze the competition:
Price Fixation:
our prices is a costumer perceived val-
ue oriented because we wanted the
costumer to create an exclusive and
high quality perception of the Latin
Girl brand.
Final Price:
The price of the doll will vary be-
tween 110.000 ( cheapest) and
230.000 (most expensive) COP.
Product cheapest Most expensive
Barbie 24000 COP 99900 COP
Monster high 60000 COP 100000 COP Bratz 49000 COP 95000 COP Baby 39900 COP 119000 COP Latin girl 110000 COP 230000 COP
Offcorss is a clothing store with
prestige which will ensure us that
the doll’s and the girl’s clothes will
be of excellent quality.
The idea is to differentiate our prod-
uct from other products, by achiev-
ing brand equity, by making sure
that our brand has high awareness,
indicates quality and establishes
brand loyalty among customers. We
will use the good reputation and
name of Mattel and Offcorss while
introducing this new product. Mattel
is well known
VII. Implementation
Marketing Research:
Definition of Marketing Research:
Marketing research is a process of
planning, collecting, and analyzing
data relevant to a marketing deci-
sion. Marketing research is the func-
tion that’s links consumers, custom-
ers, and public to the marketer
through information. Marketing re-
search has 3 main roles: Descriptive
(gathering and presenting factual
statement), Diagnostic (explaining
data, such as determination the im-
pact on sales of a change in the de-
sign of the package) and Predictive
(address “what if” questions).
VII. Branding
Latin doll is a manufacturer’s brand
because it is designed and created by
Mattel. The retailer will not own the
brand at any moment. Although the
doll will be for sale in every e xito, e x-
ito however will never own the
brand “Latin Doll”. We want to en-
sure rapid delivery of the product
and by keeping our brand a manu-
facturer’s brand, we can ensure this
rapid delivery. This strategy is also
interesting and favorable for the
dealer itself, because in case that the
doll is not accepted by the public, the
dealer has less chance of losing its
customers. Another advantage is
that this strategy will allow us to
build strong customer loyalties
through heavy advertising.
The individual branding strategy will
be used to target different segments
of the toy market. We have opted for
this strategy because every toy is dif-
ferent from another. And also, since
we want to differentiate the “Latin
Girl” as a unique doll, it is better not
to link it to other dolls.
We will also be participating in co-
branding, complementary branding
to be more exact because the clothes
for the doll and the girls themselves
Identify and formulate the problem/
opportunity:
Mattel biggest problem at the mo-
ment is battling with strong adver-
tisings, selling strategies, commer-
cialization and distribution of prod-
ucts and most important the crea-
tion of new toys with high technolo-
gy, more eco-friendly by competi-
tors. Brands everyday are position-
ing on the market and this could be
a big problem, but in the other hand
this also can be an opportunity for
resolving or backing troubles that’s
this company may have in the 4PS
(Price,Promotion,Place,Product). Is
important to determinate what in-
formation is needed and how the in-
formation can be acquire efficiently
and effectively.
Example:
Mattel’s biggets competiros are:
Hasbro, Inc, Lego A/S, and Jakks
pasific Inc. What kind of information
the need about competitors: Price,
Quality, Design, strategies for posi-
tioning a brand, etc.
Plan the research design and gather
Primary Data:
Our plan is to recollect information
in an specific market environment
in which social, demographic, econo
mic, socio cultural, political and legal,
and technological factors are influence
in our investigation, due to the lack of
founds that we have, we are planning
to recollect Primary Data in which we
have to interact with people to obtain
facts, opinions, and attitudes in a easy,
inexpensive, and fast way. One of the
ways of gathering data that we are go-
ing to implement is interviews and
record seven to ten girls from a kin-
dergarten of Medellin “Pepe Grillo”.
Specify the sampling procedures:
In order to make our marketing re-
search we have selected a sample
group from which we would gather
primary data that will be useful for de-
fining our marketing mix.
Convenience sample:
From the potential buyers of Mattel,
we are going to select a group of girls
between 4 to 7 year old which we are
going to collect information about
their opinions, behaviors and attitudes
from the actual products that are be-
ing sold in the market today. All of this
to find out which are the preferences
needs and wants of the costumers.
Collecting the data:
In this step we are going to collect
information by taking interviews of a
group of girls from Medellin – Co-
lombia in order to analyze the pur-
chase behavior of these groups.
Analyze the data:
When we have collected the primary
information, then we can draw con-
clusions of which products the girls
want and which kind of products the
parents would buy .
Prepare and present the report:
Using the gathered information to
start defining the marketing mix
(product, price, place and promo-
tion), we present the report with the
best tools at our disposal: the actuals
Latin girls in a video, we can observe
in the video that the little girls wants,
are the actual “Latin girl” goals.
Follow up:
After launching our product on the
market, we will analyze the post pur-
chasing behavior, which would be
how the girls answer to the new
product, what are the improvements
that should be made so that together
the girls and us, a team get “Latin
girl” to be best doll for every little
Latin girl.
Summary:
“Latin Girl” will continuously look
toward to become the hottest new
product in the toy industry. And will
always be looking to expand its line.
With partners like Offcorss, which
will make sure that the “Latin Girl”
clothes are always fashionable and
from excellent quality and divercity,
which is in charge of the playground
being exactly the way the girls imag-
ine and want it, we will make the
“Latin Girl” experience an unforget-
table one. We will also make the ef-
fort to acquire more and more cli-
ents each year. And with the sales
targets that we have set, we want to
make the brand big. We hope that
over the next few years, “Latin Girl”
will generate enough money to
make expansion to other South-
American countries possible.
VIII. Bibliography
http://matteletica.blogspot.com/2008/09/descripcin-
de-la-empresa.html
http://es.wikipedia.org/wiki/Mattel
http://corporate.mattel.com/about-us/pdf/CoC%
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http://gerardo-rodriguez.net/2009/09/29/china-made
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http://books.google.com.co/books?
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as+competitivas+de+mattel&source=bl&ots=o74A5do
1-
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http://economics-files.pomona.edu/jlikens/
SeniorSeminars/harknessconsulting2008/pdfs/
Mattel.pdf
http://www.banrep.gov.co/es/node/31835
http://www.dane.gov.co/