mattel – barbie doll

April 7, 2023 MADE BY - PRIYANKA

Mattel – Barbie Doll Marketing Mix project of 7 p’s

Submitted By:- PRIYANKA MBA 1st Year ( 2nd semester) Roll No. – 00715603911 NIEC I.P UNIVERSITY

Submitted To:- Ms. SHIKHA Ma’am


Barbie-Introduction BARBIE is a fashion doll manufactured by American

Toy company Mattel. First Barbie doll was launched in march 1959. Barbie is the figure head of a BRAND OF MATTEL dolls

and other accessories,including other family members and other dolls.

Ruth Handler suggested the idea of an adult-bodied doll to her husband Elliot, a co – founder of the Mattel Toy Company.

While on a trip tp Europe in 1956 with her children came across a German toy doll called BILD LILLI.


Mattel acquired the rights to Bild Lilli Dolls in 1964 & stopped its production.

It is estimated that over a billion Barbie dolls have been sold worldwide in over 150countries,with Mattel claiming that three Barbie dolls are sold every second.

Barbie has become a cultural icon and has been given honors that are rare in the toy world.

In 1974, a section of times square in New York City was renamed Barbie Boulevard for a week


MARKETING MIX 7 P’S PRODUCT PRICE PROMOTION PLACE PROCESS PEOPLE PHYSICAL EVEDENCE


BARBIE - PRODUCT

The first Barbie doll wore a black & white zebra striped swimsuit & signature topknot ponytail, & was available as either a blonde or brunette

http://en.wikipedia.org/wiki/File:Barbie_1959_First_Editions.jpg


Barbie - Product

Barbie has had over 40 pets including cats,dogs,horse,a panda, a lion cub & a zebra.

Barbie as a brand is having a product line as follows:-

BARBIE DOLLS BARBIE ACCESSORIES BARBIE CLOTHES


Barbie - product Barbie came up with the

various variants of design & dolls.

To capture indian market they launched a new doll in 1982, known as Indian Barbie.

It was the 1st “brown” barbie’s of itnernational collection.


Barbie – Product She has an on – off

romantic relationship with her boyfriend Ken (KEN CARSON).

Who frist appeared in 1961.

A news release from mattel in february 2004 announced that barbie & ken had decided to split up.


Barbie - PriceBarbie - Price In the comparison to commodities, the In the comparison to commodities, the

prices of the toy has always been prices of the toy has always been secondary to the consumer.secondary to the consumer.

In the case of the Barbie it dominates the In the case of the Barbie it dominates the dolls industry for more than 40 years & dolls industry for more than 40 years & several competitors were unable to several competitors were unable to withstand with the popularity with Barbie.withstand with the popularity with Barbie.

In India market they prices range b/wn In India market they prices range b/wn ‘100 to 3000’ which indeed is big ‘100 to 3000’ which indeed is big variants.variants.


Barbie - PriceBarbie - Price They are saving on distribution cost They are saving on distribution cost

& delivering it to the consumers by & delivering it to the consumers by selling Barbie on ‘ONLINE’.selling Barbie on ‘ONLINE’.


Barbie - PromotionBarbie - Promotion Mattel have created barbie a seprate Mattel have created barbie a seprate

brand & never let the brand image of brand & never let the brand image of barbie effect the brabd image of its barbie effect the brabd image of its parent company.parent company.

It has always made a fancy It has always made a fancy packaging to attract young girls.packaging to attract young girls.


Barbie - PromotionBarbie - Promotion At 50At 50thth anniversary anniversary

barbie has barbie has endorsed Katrina endorsed Katrina Kaif as Brand Kaif as Brand Ambassador.Ambassador.

Katrina Kaif Katrina Kaif unvieled the new unvieled the new barbie collection in barbie collection in LAKME FASHION LAKME FASHION WEEK in 2009.WEEK in 2009.


Barbie - Place

Barbie dolls do not have their own stores & therfore releis on the retailors.

They are selling through various websites:- http://www.infibeam.com http://www.indiangifthouse.com/ http://shopping.rediff.com/

http://www.infibeam.com/

http://www.indiangifthouse.com/

http://shopping.rediff.com/


Barbie - Place

They have their offline selling units of barbie like:-

Mom N Me, Himayat Nagar Hyderabad. Babie’s wonderland, banjara Hills. Appis collection, Madhapur.


Barbie – Physical Evidence

Barbie dolls has there proper packing which is same of the identical dolls.


Barbie - Process

Quality of the barbie dolls are same in every market where it is avaliable they use the same kinds of raw materials and common techniques are followed.


Barbie - Process


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