Consumer BehaviorCase Study: Mattel’s Black Barbie

Presented By: Abhinav Mathur (06)

Let’s Recall!

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An Introduction…

Inventor: Ruth Handler

Named after Barbara Handler (Ruth’s daughter)

Inspiration came from a German doll named “Lilli”

Debuted in 1959 through Mattel Toy Company

Barbie is available in 150 different countries

Has 45 different nationalities

Some examples from 1959

The 1st Barbie

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The First Commercial!

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Welcome To ‘Black’ Barbie

Case Introduction

1980, line of black Barbie dolls launched, with fuller lips, a wider nose and more pronounced cheek bones; designed by Stacey McBride-Irby

Features BFFs Grace, Kara and Trichelle

Let’s Hear It From Stacey!

Problem with ‘Black’ Barbie

"Why couldn't one of the dolls have a little short afro, or shorter braids or

something?“

it reinforces the message that there is something wrong with natural hair.

"Black mothers who want their girls to love their natural hair have an uphill battle

and these dolls could make it harder,"

McBride-Irby said she originally designed all the dolls with long hair.

Combing her Barbie's long hair when she was a girl was the "highlight of my play

experience".

Problem with ‘Black’ Barbie

Aside from the hair…

Dolls' thin frames

Unrealistic body image,

with her long legs, tiny

waist and large breasts

Belief that "black skin

isn't pretty and our hair is

too kinky and short,"

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Spent $55,000 to look like BarbieWent through 20 plastic surgeriesPurpose: wanted to be a real-life Barbie

The Curious Case OfCindy Jackson!

Price & Feature Wise…

Rs. 499 – 14,999*

General

Type Fashion Dolls

Ideal for Girls

Age Group 3 Years +

Power Features

Other Power Features

Non Electronic

Product Dimensions

Product Weight

580 g

Box Dimensions

Width 10 inch

Height 12.75 inch

Depth 2.62 inch

*as seen on flipkart.com

The Rival: Monster High Dolls

Introduced in 2010 – Sales growing rapidly

Fourth straight quarter of sales declines for Barbie

Monster High sales have likely grown to more than $500

million in just three years

Barbie annual sales are about $1.3 billion, estimates

BMO Capital Markets analyst Gerrick Johnson.

Sales of Mattel's Barbie franchise declined 12 percent in

the latest quarter. Sales of the company's other girls

brands climbed 23 percent, mostly due to the continued

popularity of Monster High products.

In Popular Culture…

Animated Movie

Dhoom-3

Mattel’s movie deals with ‘Dhoom 3’

Real Life Barbie! With Katy Perry

Real Life Barbie! With Prince William & Kate

Barbie Action Figures

In Indian themes

Barbie in India, with Aishwarya Rai

Barbie & Katrina Kaif: I Can Be…

Oscar Barbie!

Barbie & Events

Career Barbie!

Countries and culture adapting

Brand Merchandise

Brand Merchandise (contd.)

Co-promotion

Widely Accepted...

Brand 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 Ken

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

Brand Equity 70’s

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

Brand Equity 80’s

Introduced talking Barbie

Created a life sized Barbie for children to play with

Introduced Barbie merchandise

Collecting and displaying Barbie Dolls became prominent

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

Brand Equity 90’s

Launched Barbie.com

On-screen debut in animated films

Barbie remained the #1 selling girls brand in the world

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

Brand Equity 00’s

Brand 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.

Under 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.

“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’s U.S. Barbie sales fell 12 percent during the fourth quarter[of 2008].”

Under Performing Cont.

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

Lawsuits…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

The Breakdown

StrengthsAbility to quickly adapt to changes in society“Timeless classic”Strong brand nameStrong company name

WeaknessesTarget market has a small age range Increased competitionInability to relate to current youthHarder to capture children's attention with simple items

Criticism…

Body image

Barbie’s life choices

“Bimbo” image

Aqua’s Barbie Girl song

Overload of products

Promotes violence

Measuring The Process

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

Measure Barbie sales vs. competition sales

Test market research

Consumer feedback/surveys/market research

Revitalization Process

Strengthen the physical doll’s equity

Bring Barbie's image into the 21st century

Campaign the “Barbie Like Me” (younger generation)

Campaign: “Reconnect with your childhood and connect with your children” (older generation)

Incorporate Barbie more with technology

THANK YOU!