Barbie Vs Bratz
-
Upload
soumyaparhi -
Category
Business
-
view
8.227 -
download
3
Transcript of Barbie Vs Bratz
![Page 1: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/1.jpg)
BARBIE VS. BRATZ
COMPETITION IN THE TWEEN
GIRL MARKET
![Page 2: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/2.jpg)
TEAM MEMBERS
ABANTI SANYAL ABHISHEK ROY AMIT KUMAR
SAHAY A.V.K. CHAITANYA DHRITIMAN
BHATACHARYA S.P.PARHI VAIBHAV SINGH
![Page 3: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/3.jpg)
CONTENTS
GLOBAL TOY MARKET US TOY INDUSTRY MATTEL’S BARBIE MGA’S BRATZ ANALYSIS MATTEL’S RESPONSE
![Page 4: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/4.jpg)
GLOBAL TOY MARKET
Was worth $60 billion as per 2003 estimates.
Mattel and Hasbro were the world leaders .
Other top players were Bandai and Sanrio from Japan Lego from Denmark
Wal-Mart ,Toys “R” US were the leading toy retailers.
![Page 5: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/5.jpg)
US TOY INDUSTRY
The US toy industry originated in 1903 . An average American family was spending $20 on
entertainment and recreation in 1903. Now an average American’s spends $400 per child per
year on toys.
![Page 6: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/6.jpg)
SIZE OF THE US TOY INDUSTRY
![Page 7: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/7.jpg)
SIGNIFICANT SEGMENTSTOY SEGMENT MAJOR PLAYERS TOP BRANDS
1}INFANT/PRESCHOOL TOYS
LEAPFROG ENTERTAINMENT
LEAP PAD & LEAP PAD BOKS
2} ARTS & CRAFTS MATTEL MAGNA DOODLE & PIXTER
3} MODELS & ACCESSORIES
HASBRO ZOIDS KIDS LINE
4} DOLLS & ACCESSORIES MGA ENTERTAINMENT MATTEL
BRATZBARBIE
5} BUILDING & CONSTRUCTION SET
LEGO BIONICLE
6} GAMES & PUZZLES KONAMI YU – GI – OH!
7} LEARNING & EXPLORATION
DATA NOT AVAILABLE DATA NOT AVAILABLE
8} &ENTERTAINMENT KID DESIGNS INC. BARBIE KARAOKE MACHINE
![Page 8: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/8.jpg)
MATTEL’S BARBIE Launched -1945,in Southern California. Incorporated -1948 (Hawthorme, California). Major Byers.
Wal-Mart ,Toys “R” US, Target (50% of Max Sales)
Birth of BARBIE – 1959. 1st Tele – Marketing – 1960. Dec 06,2001 – 90% market share. Barbie conveyed positive reflections
of society and feminity – Roll Model.
![Page 9: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/9.jpg)
PROBLEMS OF MATTEL Over production of Barbie. Doll collectors felt that
Mattel treated them with contempt.
Unsuccessful acquisition Feminists accusation
Young girls went crazy, became anorexic
Mattel Inc.: Summing up the Second Quarter 2003 Financial Results.
![Page 10: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/10.jpg)
MGA AND BRATZ Bratz introduced -June 2001, by MGA . It became the top selling fashion doll by October 2002
[constituted 65% of MGA sales]. Won people’s choice award in 2002,along with 5 of the
top 10 positions in the fashion doll category. “BRATZ HAS DONE A GREAT JOB IN KEEPING GIRLS
PLAYING WITH DOLLS AT AN OLDER AGE”
-AMANDA HEARNDEN ,
Barbie's Brand Manager.
![Page 11: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/11.jpg)
ANALYSIS “BRATZ achieved something MATTEL had been trying to do for years
i.e. getting Tweens to play with dolls”.
HOW ? A better understanding of taste & preference of Target
Market & a product design to suit that market. The phenomenon that MGA observed & took advantage of
Were:- AGE COMPRESSION:- Kids judge their physical standards in
comparison with adult standards at a very early age. Emergence Of TWEEN GIRLS Market:- A market that
consists of girls who are from the age group of 8 to 14.
[It is to be mentioned here that emergence of the new segment was the result of AGE COMPRESSION itself.]
![Page 12: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/12.jpg)
HOW AMERICAN GIRL TWEENS SAW THEMSELVES AS A RESULT OF AGE
COMPRESSON.
“I LIKE THE WAY I LOOK”
![Page 13: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/13.jpg)
APPROXIMATE SIZE OF THE US TWEEN MARKET VIS-A`-VIS OTHER DEMOGRAPHIC SEGMENTS
![Page 14: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/14.jpg)
PURCHASING POWER OF THE AMERICAN TWEEN VIS-A`-VIS THE OTHER AGE GROUP
IN
BILLION $ / ANNUM
IN
$/ ANNUM / PERSON
![Page 15: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/15.jpg)
TOY SPENDING IN THE US
TOY SPENDING IN BILLION
US $
AGE IN YEARS(OF THE US KIDS)
2000
----- 1990
![Page 16: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/16.jpg)
MATTEL’S RESPONSE
Re organization of business units on 20th February 2003.
Mattel came up with BARBIE RAPUNZEL in 2002.
Mattel came out with ‘MY SCENE’ Barbie in 2003 which costs $ 13.99.
Offered 2 for 1- still unable to catch the market.
![Page 17: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/17.jpg)
Mattel launches “FLAVAS”. Line of HIP-HOP fashion dolls. Designed to appeal to older girls.
“BARBIE CAN ONLY GO SO FAR”-Eckert, Chairman & CEO
MATTEL
“It (Mattel) can’t just rely on Barbies”-CHRISTOPHER PALMERI,a senior correspondent Business
Week.
![Page 18: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/18.jpg)
IS THEIR ANY QUESTION
?
![Page 19: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/19.jpg)
MATTEL’S BUSINESS UNITS
Mattel Inc.
Fisher-PriceBrand Business
Unit (Infant and Pre-
school Toys)
Mattel BrandsBusiness Unit
(Lifestyle Brands for kids
of All Ages)
American GirlsBrand
Business Unit (Products For
Girls In the Age Group 3-
12 Years)
Mega BrandsBarbieHot Wheels
Power WheelsRescue Heroes
Character Brands(e.g. Dora, the explorer)
Little People
American GirlsCollectionAmerican Girl TodayMagazineGirls of many landsAngelina BallerinaAmerican Girl
![Page 20: Barbie Vs Bratz](https://reader033.fdocuments.us/reader033/viewer/2022042607/554c8095b4c905834a8b4943/html5/thumbnails/20.jpg)
Mattel Inc. Summing up the Second Quarter 2003 Financial Results
Worldwide net sales down 4%. Domestic gross sales down by 15% and
international gross sales up 11%. Worldwide gross sales for core brands:
Barbie down 8%; Hot Wheels down 16%; core Fisher-Price down 3% and American Girl brands down 3%.
Operating income down 6%. Earnings per share, excluding charges,
reduced to $0.07 compared to the prior year.