International Marketing ManagementIndian Institute of Foreign Trade, New DelhiGroup - 3Bhanu Dora- 17Bharat Bhushan Narang – 18Geeta Cheema- 23Kumar Pranav - 34Rajesh Kumar Tiwary - 53Soniya Rakesh Agnihotri- 72

A Case Study on “Barbie Faces Islamic Dolls”

Analysis 1Explore the secret of Barbie’s success that made it the dream-toy for girls across the world.

Attacking the consumer psychology: The image portrayed by Barbie caters to a

young girl’s aspirations and dreams

New Product and Product Segmentation - First ‘Teenage Doll’ in contrast to most

dolls available in market for infants

Barbie became like a material possession to which a young girl could relate to

Reflects the interests, activities, and aspirations of present-day girls

Demonstrates that one can choose any career

Role model for Financial stability

Freedom from societal restrictions

Continuous evolution to keep up with the market trends and demands

Product customization and adaptation as per

Consumer mindsets

Cultural Sensitivities

Sensitivity to culture is crucial to success in international markets. Evaluate Barbie’s product adaptation for different markets.

Analysis 2

Barbie is a global personality who adapts herself to changing cultures, religions and nations. Over a billion Barbie dolls representing over 45 nationalities and 80 occupations have

been sold worldwide Meticulous product customization to suit and adapt to the diverse cultures across the

world. The dolls are customized to represent varied cultures, regions, and occasions as per the tradition and culture of the country

Barbie and Fulla offer contrasting role models to customers, hence product differentiation across the country is prominent in terms of her lifestyle and appearance

The Iranian doll Sara was introduced as an alternative to Barbie in 2002 by the Institute for the Intellectual Development of Children and Young Adults, a government agency affiliated with the Ministry of Education

Fulla, alternative to Barbie for children in the Islamic countries, hit stores in late 2003. Within a couple of years of its launch, Fulla became the dream of every Arab girl and the hottest-selling doll in the Middle East.

Saghira was created by a Moroccan manufacturer in 2005–06 and launched in January 2007 in the Morocco market. She has a mix of both authentic traditional and Western attire

Psychological Influence and a sense of familiarity: There’s a Chinese, African, Japanese, Indian, Brazilian and many other Barbies belonging to different Nationalities

Analysis 3Barbie has been criticized for its curvaceous, unrealistic body and materialism, leading to controversies and its ban in some countries, such as Saudi Arabia and Russia. On the other hand, Islamic dolls are criticized for promoting gender stereotypes and restrictive roles. In your opinion, to what extent are such criticism and bans justified?

Group Opinion on Western Dolls criticism.

Young girls are vulnerable and some sort of parental assistance is needed.

To preserve the special cultural aspects of a given region, the locals should have some

sort of control of such nature.

Also, to ensure that young girls do not have inferiority complex and do not start relating to

unrealistic body proportions, some of these measures may be advised.

Group opinion on Islamic Dolls criticism

The position of women in Islamic countries is still not at par with developed countries.

Restricting even dreams of teenagers by only showing stereotyped dolls are not justified.

A doll is an imagination/aspiration. One should not restrict these dolls to specific jobs only.

Doll designs should be driven by hidden aspirations of young mothers and teenagers in

these societies.

Analysis 4Despite adaptation to represent vast ethnic groups, nationalities, and occasions, Barbie dolls have been jostled out from the Islamic markets. Identify the key reasons.

They could relate to local dolls rather than the stranger Barbie

Customized dolls – Physical features, dressing, accessories, hobbies, profession,

relations, no boy friend, brothers and sisters, religious and god fearing.

Local dolls represent what Muslim parents would like their daughter to dress and behave

Different adaptation of local between conservative Arab nations v/s the more liberal

nations

Barbie and local dolls offered contrasting roles to the customer in terms of

Lifestyle

Appearance

Personality

Local dolls helped preserve their customs culture

Analysis 5In view of the fast-growing popularity of Islamic dolls among Muslim customers across the world, suggest a marketing plan to address the specific needs of the Islamic markets. Also evaluate the impact of suggested plan on the brand image of Barbie in other markets.

Barbie must maintain its image of forward looking, self-ambitious and young independent

girl. This is a must to ensure other markets are not impacted.

For Islamic counties

Focus on respected jobs like Doctor, Teacher. These professions are looked upon

with utmost respect in Islamic Countries

Should shun the idea of barbies ultimate accessory – Her Boy-Friend

Should be shown to have culturally sensitive accessories only

Can plan an option of Namaz praying Barbie as well

It should have a removable veil which should be supplied with the product and

parents can decide to use it or not to use it.