Barbie Case

In: Business and Management

Submitted By poojamit1911
Words 400
Pages 2
1.No, I don’t agree that diverse Barbie offered by Mattel will cause to watered down of brand and it will not be instantly not recognized, because Mattel have created Barbie with unique and separate brand which will never be affected by the changing image in Barbie as the parent company is stable and very much rooted and recognised .
2. No, not truly the drop in Barbie sales is due to the mismatch between the Barbie’s original image and that of real girl. The others factors which were responsible for drop in sale are as follows:
• Due to lack of aggressive marketing strategies
• Lack of proper positioning of product in market.
• Lack of proper selling channels and lack of own exclusive stores, as it sale through retailer and through online selling, which difficult for the customer who are limited to internet.
• Because of the impossible slim-body ideals a Barbie doll represents.

3. No, it is not wise of Mattel to develop a strategy based on assumptions, because the market of Barbie is very stable and long running and any unrealistic and baseless experiments will decrease the sale of Barbie, as we can see in the current scenario. It will be wise decision for the company to change its products attributes according to the changing demands and need of the customer. To follow up these strategies, Barbie need to go through various researches and would have to find out the actual demand of sensitive consumers.
4. New trends in Mattel sales specifies that children also want natural, realistic beauty rather than impossible ideas, but Mattel is taking the risk of failure and rejection by developing Barbie reflecting the body type , hair type and complexions of young women in real world. Recently Mattel have assigned Hollywood actress Katrina Kaif as new Barbie doll, which is not advisable for Mattel industry because their target group is consumer between age…...

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