jake soderberg | barbie presentation | buyer behavior | university of st. thomas

University of St. Thomas Group PresentationBarbie Product AnalysisBuyer Behavior Fall 2008

Jake Soderberg, Jenna Herbers, Logan Pickney,

Jenna Smith, Andrew Tewksbury

click to visit my website Jake-Soderberg1

Brand Equity 60’sBrand Equity 60’s

Was created because children were playing with paper dolls

Caught on fast because it was one of a kind

Little girls could relate to Barbie

Help to show women's independence

Represented women's roles in society

Introduction of Ken2Barbie Product Analysis | University of St. Thomas connect with me at www.jakesoderberg.com


Doll became more realistic with more fluidly moving parts

Had a more natural look to her appearance

Barbie clothing started to follow societies trends

Went international with the 1976 Olympics

3Barbie Product Analysis | University of St. Thomas connect with me at www.jakesoderberg.com


Barbie took on more of a working woman role

Followed the trend of women joining the work force out of necessity

Took on more empowered job roles

Strengthened international lines by creating ethnic Barbie's

Aided in equality among all Barbie followers



Introduced talking BarbieCreated a life sized Barbie

for children to play withIntroduced Barbie

merchandiseCollecting and displaying

Barbie Dolls became prominent

“Barbie Summit” brought together children from all around the world



Launched Barbie.comOn-screen debut in

animated filmsBarbie remained the #1

selling girls brand in the world

Out sold competitors 2 to 1 with $3.6 billion in sales


Brand Equity CurrentBrand Equity Current

Still #1 selling girls brand in the world

Went from teen fashion model to best friend and adventurer image

Now has items in 45 different consumer categories

Has seen an increase in direct competition as well as indirect


Brand Equity Current Cont.Brand Equity Current Cont.


Brand Equity CurrentBrand Equity Current

Still #1 selling girls brand in the world

Went from teen fashion model to best friend and adventurer image

Now has items in 45 different consumer categories

Has seen an increase in direct competition as well as indirect


Under PerformingUnder Performing“Barbie continues to face

tough competition in MGA Entertainment’s puffy-lipped Bratz dolls and still struggles with a customer base that is growing up – and out of the toy market – faster than ever.”

Has been out sold by Bratz in the UK for the last four years

Bratz is generating 500 million in sales each year

Bratz is currently the best selling fashion doll in Australia


Under Performing Cont.Under Performing Cont.

“Chief Executive Robert Eckert called Barbie's performance for the full year [in 2007] a ‘disappointment’ on a conference call.”

“Domestic sales of the classic fashion doll plunged 21 percent in the first quarter [of 2007]”

“Mattel Inc said on Thursday that U.S. Barbie sales fell 12 percent during the fourth quarter [of 2008].”


Under Performing Cont.Under Performing Cont.

Mattel stock price Jan 2008 – Dec 2008 http://finance.google.com/finance?q=mat


• Recent lawsuit between Bratz and Barbie

• MGA Entertainment pays:•$10 Million for copyright infringement•$90 Million for breach of contract•Bratz to be pulled from stores 2009

• $778 Million in sales and current market share greater then Barbie

• Designer Carter Bryant developed concept while working at Mattel

Lawsuits Involving BarbieLawsuits Involving Barbie


The BreakdownThe Breakdown

Strengths◦ Ability to quickly adapt to changes in society◦ “Timeless classic”◦ Strong brand name◦ Strong company name

Weaknesses◦ Target market has a small age range ◦ Increased competition◦ Inability to relate to current youth◦ Harder to capture children's attention with

simple items


Barbie CriticismBarbie Criticism

Body imageBarbie’s life choices“Bimbo” imageAqua’s Barbie Girl songOverload of productsPromotes violence


Measuring The ProcessMeasuring The Process

Measure by awareness –registration, word of mouth, etc.

Measure Barbie sales vs. competition sales

Test market researchConsumer feedback/surveys/market

research


Revitalization ProcessRevitalization Process

Strengthen the physical doll’s equityBring Barbie's image into the 21st centuryCampaign the “Barbie Like Me” (younger

generation)Campaign: “Reconnect with your

childhood and connect with your children” (older generation)◦ http://www.youtube.com/watch?v=G1PVz_kmbj

0&feature=related – Wanna Play Barbies Commercial

Incorporate Barbie more with technology


SourcesSources "Ahhhh! The Sweet Smell of Barbie Success!" 05 Oct. 2004. Mattel. 7 Dec. 2008 <http://investor.shareholder.com/mattel/releasedetail.cfm?releaseid=162801>.

Barbie. 2008. Mattel, Inc. 24 Nov. 2008 <http://www.mattel.com/our_toys/ot_barb.asp>.

"Barbie loves Benetton: Mattel and Benetton Group celebrate a unique new partnership." 2005. United Colors of Benetton. 7 Dec. 2008 <http://production.investis.com/ben_en/releases/2005-05-05/>.

"Barbie sales fall in U.S., rise around the world." 16 Apr. 2007. Associated Press. 7 Dec. 2008 <http://www.msnbc.msn.com/id/18142611/>.

"The Barbie Story." Barbie Collector. 7 Dec. 2008 <http://www.barbiecollector.com/collecting/story2.asp>.

Cook, Brad. "Barbie What A Doll." 22 Dec. 2003. Brandchannel.com. 7 Dec. 2008 <http://www.brandchannel.com/features_profile.asp?pr_id=160>.

Goldman, Abigail. "Toy fair will be a test of Mattel." 05 Feb. 2007. Los Angeles Times. 7 Dec. 2008 <http://articles.latimes.com/2007/feb/05/business/fi-toyfair5>.

Grant, Justin. "Mattel says Barbie sales fell 12 pct." 31 Jan. 2008. Reuters. 7 Dec. 2008 <http://www.reuters.com/article/businessnews/iduswen368920080131>.

Hamer, Michelle. "Barbie's got competition." 12 Dec. 2002. The Age. 7 Dec. 2008 <http://www.theage.com.au/articles/2002/12/11/1039379880838.html>.

"Mattel Brings Fairies, Fashion, Fragrance and Feature Film to Life at 2004 International Licensing Show; New Brand Extensions, Cool Events, Exciting Partnership Announcements." 08 June 2004. Business Wire. 7 Dec. 2008 <http://findarticles.com/p/articles/mi_m0ein/is_2004_june_8/ai_n6059140>.

"Mattel, Inc Stock Index." 7 Dec. 2008. Google Finance. 7 Dec. 2008 <http://finance.google.com/finance?q=mat>.

"No More Growing Pains." 04 Feb. 2005. Mad.Co.Uk. 7 Dec. 2008 <http://www.mad.co.uk/main/news/sectors/consumer-” goods/articles/fdcc70dc17e64384917c2e613eda250a/no-more-growing-pains.html>.

“Barbie Body Image” 4 Dec. 2008

http://www.teen-beauty-tips.com/barbie-body-image.html

Bhatnagar, Parija. “These Dolls Really Stink”February 16, 2004

http://money.cnn.com/2004/02/16/news/companies/toyfair_update/index.htm

Lee, Joseph. “Aussie hunk wins Barbie's heart “ June 29, 2004

http://money.cnn.com/2004/06/29/news/fortune500/mattel_barbie/

“Weight Management” 4 Dec. 2008

http://www.snac.ucla.edu/pages/Weight_Fitness/Weight_Managment.htm

Palmeri, Christopher. "Barbie Goes From Vinyl to Virtual." . 7 May 2007. Business

Week. 24 Nov. 2008 http://www.businessweek.com/magazine/content/07_19/b4033084.htm

Cohan, Peter. “Barbie-Maker to Soar as Bratz Crash.” 4 December 2008. Blogging Stocks. <http://www.bloggingstocks.com /2008/12/04/barbie-maker-to-soar-as-bratz-crash/>


jake soderberg | barbie presentation | buyer behavior | university of st. thomas

Business

indirectbarbie

combarbie

barbie product

comunder performing

teen fashion

adventurer

direct competition

consumer categorieshas