i Want to Become Barbie
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Transcript of i Want to Become Barbie
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Ballerina
Fitness Instructor
Astronaut
Nurse
Equestrian
Teacher
Baby Doctor
Snowboarder
Airline Pilot
Dentist
President
Race Care Driver
Teacher
TV Chef
If you can dream it...
You can be it.
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Submitted To: Shailja Manocha
Submitted By: Namit Kewat-23B Vikas Kumar-58A Tanvi Rana-51B Utsav Jain-54B Nirdesh Maan-29B Piyush Dikshit-31A Ankur Gupta-8B
BARBIE’S
SUCCESS
STORY
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Introduced in 1959, is the flagship brand in Mattel’s portfolio.
World’s largest selling toy.
Idea of adult looking doll came from Ruth Handler’s (co-founder) daughter Barbara.
Looks aimed at: American, Innocent & “project every little girl’s dream of future”
Sold 3,51,000 units in 1st yr.
In 1986-a black friend of Barbie, Christie.
More Than 80 career roll within first 40 yrs.
1997: Sales; Domestic: $320 million
Global: $2 Billion
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Total World’s Toy Market(2003): $59.4 billion (+6.2%, vs. 2002)
Global Major Players(2003) Mattel (U.S.) , Sales: $4960 million
Hasbro (U.S.), Sales: $3138 million
Bandai (Japan), Sales: $2043 million
Lego (Denmark) , Sales: $1612 million
Total world’s Toys Market grew by 3% in 2009 to reach a value of $66.3 Billion.
In 2014, The Global Toys and Games market is forecast to have a value of $84.9 Billion, an increase of 28% since 2009.
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Barbie:
POD: Remains at the forefront of fashion and Trends
Ability to transform to different Personas (Doctor, Astronaut, Race care driver… etc)
POP: Plastic designed Doll
Category:
POP: Fun, Excitement, Amusement, Playing, Gaming
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Desirability depends on 3 factors: How Relevant?....
How Distinctive?....
How Believable? Is the brand???
Deliverability also depends on 3 factors: The ability of product to perform
Delivery of the performance
Sustainability of that performance
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Fun,
Fashion &
Future!
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Doll
Cute
Innocent
Stylish
Fashionable
Trendy
Play
Fun
Young girl
Fantasy
Barbie song
Children’s Toy
Blonde
Girlfriend
Pink
Friend
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Personality: An Adult Self dependent Girl
Culture: American
Self-Image: “If you can dream it… you can be it” Reflection: Modern feminine
Relation: Family friend
Physical product: Adult Doll
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Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability
Marketer’s offensive strategy and build brand equity
Defensive role for leveraging and maintaining brand equity
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12
RESONANCE: Friendly attachment
SALIENCE: Doll
JUDGMENTS: Quality & Superiority
FEELINGS: Fun, Warmth & Self respect
PERFORMANCE: Fun, play, entertainment
IMAGERY: Reflecting different personas
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
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Happy
Birthday
Ankur
and
Thank You