marketing strategy mattel inc

DESCRIPTIVE DIAGNOSIS OF

INTERNATIONAL MARKETING STRATEGY

OF MATTEL INC.

Angie E. LozanoEdgar L. MedinaHeidy M. CerveraLeidy J. TrianaMauricio J. Martinez

MATTEL INC.

PRODUCT PORTFOL

IO

DEMOGRAPHIC SEGMENTATION

SEGMENTS

AGE • 0-2, 3-5, 6-8, 9-12, 13 & Up, Grown-Up

GENDER Boy (action figures & accesories, electronics, games & puzzles, lifestyle, party supplies, role play, vehicles.

Girl (Dolls & accessories, dress up, DVD’s, electronics, games & puzzles, parties supplies, role play, apparel.

Product Portfolio

BRANDS CATEGORIES BY BRANDBARBIE Barbie: Collecor, Fashinistas, Can

Be…, Mini B, Peekaboo Petites, Pink World, So In Style, A Fashion Fairytale, And The Three Musketeers, In A Mermaid Tale, Presents Thumbelina

HOT WHEELS Hot Wheels: Battle Force 5, Color Shifters, Custom Motors, Monsters Jam, Power Revvers, R/C, Rc Stealth Rides, Super Slammers, Trick Tracks.

GAMES 20Q, Apples To Apples, Balderdash, Bezzerwizeer, Blckus, Flipping Frogs, Kerplunk, Mad Gab, Magic 8 Ball, Mindflex, My Meebas, Othello, Out Of Sight, Pictionary, Piranha Panic, Etc.

DISNEY Cars, Disney, Disney Princess, Tangled, Toy Story.

OTHERS Batman, Fisher-Price, James Cameron’s Avatar, Little mommy, matchbox, mosters high, poly pocket, WWE, Etc.

Selected Product

www.barbie.com

www.barbie.cn

www.fulla.com

CHARACTERISTICS

CHINA EGYPT UNITED STATES

Hair Blond Black Blond

Eyes Blue Big & Black Blue

Skin White Brunette White

Cloths & Accesories

Glamorous & fashionista

Usa ‘Hiyab’ y ‘Burka’ & 1 carpet to pray & 1 mini Corán

Glamorous & fashionista

Product Description

CHARACTERISTICS


It Cannot Undress Yes No Yes

Battery Required No No No

Age Grade 3 & Up 6 & Up 3 & Up

More Info. No No Swappable heads fit Barbie Fashionistas Swappin’ Styles dolls only. Doll cannot stand alone. Each set it’s sold separately.

Product Description

CHARACTERISTICS


Personality It is a happy girl, cooperative, smart and loves to be fashionable, wants to be successful

It is careful, cheerful and very loving. She loves to visit her friends and do the housework.

It is a very fashionable girl and cute. It is collaborative, supportive and has many friends.

Boyfriend Yes No YesMeaning of the name

Diminutive of Barbara

Unique Species of Jasmine Middle East

Diminutive of Bárbara

Product Description

IDENTITY


BRAND

SLOGAN "We girls can do anything… Like Barbie"

“When you take Fulla out of the house, don't forget her new spring abaya”

“Be what you wanna be. I can be… a Barbie girl”

COLORS Pink & White/Green

Pink & White

Pink & White

CORPORATE IDENTITY

SEGMENTATIONSEGMENTATION CHINA EGYPT UNITED STATES

GEOGRAPHIC

Region: Asia

Area:

Urban (Huaihai Zhong Lu, a luxury shopping street) in China, specifically Shanghai

Region: Middle East

Area: Urban (where there are supermarkets, department stores, toy stores, etc..) Of Egypt, specifically in Cairo

Region: North America

Area: Urban (where there are grocery stores, department stores, toy stores, etc.). U.S., specifically New York

SEGMENTATIONSEGMENTATION CHINA EGYPT UNITED STATES

DEMOGRAPHIC

Age: 3-13 años, Gender: FemaleMarital Status: Single, and also applies to parents who may be in any status, since these are the buyers of the dollIncome: Apply directly to parents who are with medium-high level.Education: For girls from kindergarten, primary and junior high schoolOccupation: Girls students and parents cover all occupations

Age: 6 and 15 yearsGender: FemaleMarital Status: Single, and also applies to parents who may be in any status, since these are the buyers of the dollIncome: Apply directly to parents who encounter a high level.Education: primary and secondary girls schoolOccupation: Girls students and parents cover all occupations

Age: 3 and 13 yearsGender: FemaleMarital Status: Single, and also applies to parents who may be in any status, since these are the buyers of the dollIncome: Apply directly to parents who are with medium-high level.Education: For girls from kindergarten, primary and junior high schoolOccupation: Girls students and parents cover all occupations

SEGMENTATIONSEGMENTATIO

NCHINA EGYPT UNITED

STATES

PSyChOGRAPHIC

Personality: Children who are outgoing, they like the novelty and toy.Lifestyle: How are the parents who give the money to buy it, advertising is focused on parents who can use the product as a motivational article for good grades and good attitudes of the child.Family life cycle: Married couples with children.

Personality: Children who are quiet and innocent austere and spiritual behavior.Lifestyle: How are the parents who give the money to buy it, advertising is focused on parents who can use the product to influence the work of a typical Muslim woman as spending time with friends, cooking, reading and praying .Family life cycle: Married couples with children.

Personality: Children who are outgoing, they like the novelty and toy.Lifestyle: How are the parents who give the money to buy it, advertising is focused on parents who can use the product as a motivational article for good grades and good attitudes of the child.Family life cycle: Married couples with children.

SEGMENTATIONSEGMENTATI

ONCHINA EGYPT UNITED

STATES

BEHAVIORAL

Index of use: Users 'intense' constantly being renewed the physical aspect of the doll with the purchase of accessories & companions.Status of Use: December to April, because both are handled as Christmas gift or whether it is the child day.

Index of use: Users 'intense' constantly being renewed the physical aspect of the doll with the purchase of accessories & companions.Status of use: The Muslim holiday of Eid Al-Adha in April.

Index of use: Users 'intense' constantly being renewed the physical aspect of the doll with the purchase of accessories & companions.Status of Use: December to April, because both are handled as Christmas gift or whether it is the child day.

PROMOTION & DISTRIBUTION

STRATEGIES

THANKS FORPAY ATTENTION!

marketing strategy mattel inc

Business

product description

selected product

thanks forpay attention

corporate identity