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…...

Similar Documents

Barbie

...Barbie Assignment I remember having trunks full of Barbies and playing with them when I was a little girl. My Barbies had all different careers and were of different races. My mom even convinced my older cousin to give me her MC Hammer doll. Being of mixed race, my mother wanted me to understand diversity through my dolls. The different skin tones that Barbie had, reflected the diversity I saw in my friends growing up. So for that I think Barbie had a pretty good influence on me. When I five years old, I was rewarded for being good at the doctor’s with a new Barbie. I was so excited because all of my friends had one already. I loved playing with my new found friend, but soon wanted more. After two more successful visits to the doctor’s, Ken and several others helped me to start quite a collection. These dolls were not only toys to me, but an extended family. I spent countless hours with them every day for years. They had a permanent home against my bedroom wall that stretched 5ft long. The monstrous house consisted of four beds, complete with linens and pillows that my mother had made. The kitchen was furnished of dishes, pots, pans, and an array of “food”. The living room had a TV that I made from an old cardboard jewelry box that I drew on and mini magazines. When I was seven, for Christmas my grandma bought me a baby blue Barbie Corvette and it still sits up on a shelf in my parent’s garage. One reason why I want them to keep it is because I think......

Words: 1376 - Pages: 6

Barbie Doll

...In the poem “Barbie Doll” by Marge Piercy, she illustrates the effect that society has on the expectations of women. This expectation is that women, like the girl described in the poem, should be perfect. She should know how to cook and clean, but most importantly she should be attractive according to the impossible stereotypes of womanly beauty. Many women in today’s society are being compared to the unrealistic physical looks and life of the Barbie doll. Through the past many years, the Barbie doll has gone from a popular toy to a role model for actual women in today’s society. The extremes to which women take the Barbie doll as a role model are implicit in this poem. The opening line of the poem says, “This girlchild was born as usual,” which suggests that as soon as a female child is born, society expects her to learn the role she will play once she hits puberty. Therefore, showing the readers why little girls are given dolls at a young age to illustrate how they should act and appear according to society. Once girls learn the roles they will soon have to play in their own lives, “the magic of puberty,” hits and girls immediately begin applying these ideals to their own lives. As if the attempt of girls trying to conform to the Barbie doll image isn’t enough, they also have other people in society telling them that they’re not perfect. “You have a great big nose and fat legs,” says a classmate to the girl. This type of pressure from peers and society can slowly but......

Words: 701 - Pages: 3

Barbie Doll

...poem “Barbie Doll” The poem “Barbie Doll” by Marge Piercy seems to be a strange poem. When I first read it, I thought that is a poem for children, but the ending of the poem is weird. Then I read it again many times. I remembered that one time, when I was in my art class. We were talking about the image of the Barbie Doll and the American culture. The body shape of the Barbie Doll was changing over time to meet the standard which depends on the culture and society at the specific time. This poem is about a little girl, who is perfectly normal about physical. As many other little girls, she plays with doll, and household toys. She is healthy and intelligent. But people don’t think she’s beautiful when they look at her. Everyone only see that she has a great big nose and fat legs. She is advised to be on diet and exercise. But then she is exhausted and dies. She cuts of her nose, her legs and offers them. Lying in the casket with the fake putty nose, the nightie, and pain, people now start seeing her as a beautiful girl. The little girl is a normal girl just like the others. The “doll that did pee-pee,” the “GE stoves and irons” are common toys for little girls (Line 2-3). The toys show them how should they expect their body to be and the role of them in the society. The “wee lipsticks” is a toy which is faked from the domestic accessory of adult (4). The idea of the “wee lipsticks” seems to be guiding the little girl to pay attention to their outside looks. The Barbie......

Words: 974 - Pages: 4

Barbie-Q

...”Barbie-Q” At first the short story seems very unusual. The way the narrator describes each Barbie doll in such detail that makes you almost see them before you. But it’s not only the Barbie dolls. Even the flea market is described in a way that makes the pictures come alive before your eyes. But the unusual part is the role the Barbie dolls play. What is so special about these dolls, and what is their role? These are the questions that go through my mind. And my head tells me that there lies something bigger behind the story about these simple dolls. As I read the short story again I can focus a bit more on what is actually happening. It tells the story about two little girls who don’t care how much their toy costs, if it’s a little damaged, or if maybe a piece or two are missing. They just want to play, and that doesn’t require perfect dolls. All they need is a healthy friendship and a well-equipped imagination. Perfection and materialism isn’t everything, and maybe this is what the story is all about. The narrator, a little girl, who with the help of flawed Barbie dolls, accepts that things aren’t perfect, but that perfection isn’t everything, and thereby rejects the quest for perfection defined by society. Instead she speaks of a society, where flaws are a natural thing that shouldn’t matter a great deal. As she speaks of all these flaws, it’s unclear to us if she alludes to flaws of her own, but nevertheless she accepts them, which is something even some adults have...

Words: 353 - Pages: 2

In a Barbie World

...In A Barbie World! A culture that is saturated by consumerism can be referred to as a consumer culture. Barbie can be used as a tool for consumer culture because she is perceived to be the perfect woman, an unattainable achievement. Barbie has the perfect man, Ken; she has her dream house, and car, and even a dream closet. There are life size Barbies bouncing around in T.V. and print media ads that personify this image. Barbie produces a systematic reproduction of consistency; she doesn't evolve but rather promotes change around her. Barbie’s face or body structure hasn’t significantly changed since her creation. The different nationalities that Barbie is produced in are careful not to lend themselves to stereotypes too heavily. Most importantly, the concept of Barbie hasn’t changed throughout the years. Ultimately, she is still a toy. Barbie promotes change by attaching herself to current trends and issues, such as Presidential Barbie, Olympic Barbie, and Sponge Bob Barbie. By presenting current trends in Barbie form, Mattel successfully promotes these trends to parents and children. The perception of perfection that surrounds Barbie is unattainable; however, consumers consistently find satisfaction or happiness in reaching for these goals. We have a car that works perfectly fine, but we want a new one. Our house has more then enough space, but we want a bigger one. Those shoes match absolutely nothing in my closet, but they're new and in style, so I just have to have......

Words: 1986 - Pages: 8

A Barbie World

...A Barbie World Are you a Barbie girl in a Barbie world, unlike the song I doubt you and everything around you is perfect. In my opinion girls today are trying to hard to be a life size Barbie. Sometimes girls might think everyone will like them if they were the skinny, acne free, perfect, Barbie. Believe me you wouldn’t want to be a Barbie in real life; you’re fixing to find out why. Some say it shouldn’t matter, “she’s just a toy”, or “she’s so pretty who cares if she doesn’t look real.” But to me it does matter. If Barbie were real she’d tower a near 7 foot. She’d have a bra size of 39 FF, her tiny legs and feet couldn’t even support her top half so she’d be forced to crawl. You may laugh but, can you imagine walking, no wait, having to crawl through the mall getting stared at by every human there? It doesn’t sound to fun. Her arms are so tiny that she wouldn’t have room for the bones essential for your arms to work. Her neck would be twice the size of the average woman’s and would only have room for the trachea or esophagus so she’d have to choose between eating or breathing! There are 248 organs in the human body but Barbie would only have room for one and a half in her flat stomach. This encourages eating disorders that can lead to death! Doesn’t sound too fun does it? Low self esteem is a big problem among girls today. They feel like the main goal in life is to be the tiny perfect Barbie with her toothie, little, smile. Fact is that’s not......

Words: 558 - Pages: 3

Barbie Doll

...Guerline Donisvitch “Introduction to Literature” Ann Rasmussen April 23, 2009 Barbie Doll The poem begins in a fairy-tale vein, the archaic term “girl-child” being used to underscore the mythic quality of the story. The dolls, stove, iron and lipstick are all traditional play things for young girls, but they are also markers of an identity in the making, the things that young girls grow to identify with their own social roles. The doll presents an idealized image of the body, and stove and irons tell them what kind of work is expected of them as adults. The lipstick perhaps is the most sexualized cosmetic for women, signals to young girls that they will be valued for their physical appearance. The “magic of puberty” introduces the theme of growth. It is a magical time because the body changes rapidly. She also refers to the pain that comes with puberty. When girls are growing older they are really cruel to each other. The “girl child” is told she has “a great big nose and fat legs” even though she is smart, healthy and strong. The girl was made to feel guilty for who she was, for her intelligence and abilities, and also for not being slim and “beautiful.” She apologized to everyone for not being the person they wanted her to be, but all they could see was her body and how it did not match their idea of what a woman should look like. They tried to help her be more of an idealized woman by suggesting how to compensate for her unfeminine qualities.......

Words: 1216 - Pages: 5

Barbie vs. Bratz

...BADM 372: Advertising Case 2: Barbie vs. Bratz 1. Provide an analysis of the Mattel Barbie brand. What factors shape perceptions of the brand in the eyes of parents and young girls? Barbie was billed as “a shapely teenage fashion model,” and made her first appearance at the American Toy Fair in New York City and soon became a hit. (http://www.brandchannel.com/features_profile.asp?pr_id=160) Barbie was then and still is a popular doll for young girls. In the beginning she was popular because she was the 3D version of the very popular paper dolls, with interchangeable clothing and accessories. Today she is still very popular and probably for the same reasons; you can buy a variety of different dolls with different ethnicities, different colored hair and even different careers. Girls like Barbie because she gives them something to strive for, someone to look up to, a hero of sorts. Barbie shows girls that they can be whatever they want to be, from a mom to a teacher or even an astronaut or police officer. From a parents point of view Barbie is great because she gives their daughters confidence and something to strive for as well as the affordability aspect. Last time I looked at Walmart you could buy a Barbie Doll starting at $3.99 for a basic doll in a swimsuit plus all the accessories you could ever want from shoes and purses to houses and cars. 2. What brand problems did the Bratz line of dolls create for the Barbie brand? Mattel and the Barbie brand sued the......

Words: 810 - Pages: 4

It's a Barbie World

...It’s a Barbie World Abstract Barbie dolls have been around for many years and many young girls have gotten a Barbie as a gift at some time in their lives. Barbie is made out of plastic and has unrealistic features to her. Her body proportions are not possible and her look only relates to less than half of the human population. Barbie has the perfect, dream world where she has her dream car, house, an impeccable wardrobe, and of course the man of her dreams. Many girls grow up and admire Barbie for her looks and all the materialistic things she has and will probably grow up wanting to be just like her. This can lead to them wanting to dress in mini skirts and short-shorts at a young age and can lead to prostitution in the future. One simple doll can change the lives of young girls and parents may not even realize it. Keywords: Barbie, unrealistic features, young girls “I’m a blond bimbo girl, in a fantasy world, dress me up, make it tight.” Those are some of the lyrics of Barbie Girl by Aqua who sung a song about a Barbie doll and how she lives this perfect, materialistic world with her true love Ken. Looking back into my child hood. I was never the little girl who played with Barbie’s or had an obsession with having every addition. In other cases though, many girls are influenced by the doll and can have negative effects in their lives. Parents do not realize the effects that a Barbie doll can have on a little girl. Parents may think they are buying the perfect toy......

Words: 1102 - Pages: 5

Barbie Doll

...Barbie Doll Women have a wrong perspective about beauty. With media and social networking on the rise, the standard of beauty is skewed to what others portray it to be. Women who don’t have supportive people around them to reinforce the true concept of beauty often grow up to be self-destructive and seek validation from all the wrong places. There is too much importance and too much anxiety placed on women to surrender to the image of being or becoming a Barbie doll. In the poem “Barbie Doll,” written by Marge Piercy tells a story of a young girl’s short life. The girl is born and lives a normal life until she is made fun of during puberty which causes her to commit suicide. In this poem we see evidence to this idea in the poet’s use of irony, her attitude on the subjects of both inner and outer beauty, and her attitude on the significance of words interfering with a woman’s self confidence. To begin, the poet’s use of irony is felt most toward the end of the poem. The very thought that people would say a person is pretty only after they are dead and it is too late for them to hear is sad and disturbing. “Doesn’t she look pretty? Everyone said.” In fact, the reason a person looks pretty in their casket is because they are “made-up” to look their best. This is seen more specifically with these lines, “the undertaker’s cosmetics painted on, a turned-up putty nose, and dressed in a pink and white night.” We are lead to believe that the entire group of people at the funeral......

Words: 871 - Pages: 4

Human Barbie

...Human Barbie “I’m a Barbie girl, in a barbie world” The Barbie Girl song by the group Aqua became a catchy pop song during its released in May 1997. It was every woman’s song as they dream to experience Barbie’s life. And who would have thought that some women was so much dedicated to look like Barbie and some are just born with Barbie’s appearance. Here are some of the girls in different countries who really resemble the looks of Barbie 1. Valeria Lukyanova The most controversial and the creepiest human barbie comes from Ukraine. She’s Valeria Lukyanova, 21, a good looking blonde woman that turns herself to look like Barbie by putting piles of make up and blue eye contact lenses. She also underwent a series of plastic surgeries that include enhancing her breast, tucking and nipping her waist and carving her face to achieve a physique and facial features of Barbie. She spent almost $80000 for her Barbie looks. Other people said that she’s too creepy and lifeless. Maybe because of her big, glassy blue eyes and her tiny waist! KotaKoti Meet KotaKoti, also known as Dakota Rose! Her blogs and videos captured the attention of everybody especially in Japan and China. She’s one of the inspired living dolls in Japan. Her fans considered her as a cosplayer. She dresses the way she likes and doesn’t mind those people who make fun the way she dresses. Lots of people call her fake, arguing that her pictures are photoshopped. Dakota however just continues her girly life by......

Words: 604 - Pages: 3

Barbie Doll

...Barbie Doll. Perhaps the real mark of "Barbie Doll's" welcome has been the numerous times it has been reprinted and analysed. Appearing in 1973, at the heart of feminism's second wave, "Barbie Doll" embodied the rage many women felt at being sexually objectified and treated as second-class citizens. The poem remains popular in large parts because it continues to represent women's experience. When you read the title of this poem, automatically you get a sense of something that is not real, a typical stereotype. This stereotype is seen through modern life today, through the media, celebrities, peer groups, or the obvious child’s toy. “Barbie Doll” symbolically describes the inherently destructive nature of patriarchy. A system of social organization in which the “male” is the ruling principle, patriarchy demands women’s obedience to men. Historically, this obedience has been externally manifest through law, for example, until the twentieth century women had been denied voting privileges in the United States. But patriarchy also exhibits its power through the shaping of mind and self-image. A “good” woman is one who conforms to patriarchal expectations: she is feminine, domestic, and will be a stereotypical housewife and leave the men to be the “breadwinner”. The “Barbie Doll” is known as “Satan’s plastic sister”. The intention of the doll was perfection, and when little girls are brought up playing with “Barbie & Ken” they expect reality to be very similar in later life,......

Words: 482 - Pages: 2

Barbie Case

...on how it has diffused throughout the product categories and how it has extended to other categories as well. Do a case study of its success (or failure) and how it has changed the landscape of product innovations. For example, Thomas and friends has clothes, stationery, household products, jewellery etc. *** She is a successful independent woman, who lives in a world of pink, where she owns a dream house in Malibu. Every day, she wears high-heels to work, and even runs a fashion chain under her name. For many, she was the influential icon of American culture in the late 20th century. Until now, I dare say that her image is still very potent worldwide. Who is she? Never before has she ever starred in a Hollywood movie or performed at a famous fashion show. Surprisingly, she never exists in real life and she is literally a toy. Yes, it can hardly be any other toy but Barbie. Nowadays, girls can be seen wearing Barbie clothing, using Barbie perfume, carrying Barbie backpacks, and sleeping in Barbie pajamas, not to mention cosmetics, sneakers etc. (Morgenson 1991, 66). Mattel, Inc., the mother company of Barbie, should feel proud of her. Because on average, an American girl has ten Barbie dolls, a British or Italian girl may own seven, while five is the number of Barbie that a German or French girl has. It was Mattel’s purpose and will when introducing Barbie that she would become a lifestyle, a fashion statement, a way of life, something sacred more than just a doll.......

Words: 2555 - Pages: 11

Barbie Doll

...“Her good nature wore out/ like a fan belt./ So she cut off her nose and her legs/ and offered them up.” This quote from “Barbie Doll”, by Marge Piercy, refers to a young girl who wishes to change her character and her appearance in order to live up to society’s expectations. In fact, instead of being complimented or admired for whom she truly is, people would rather criticize and condemn her for whom she isn’t. As a result of endlessly trying to alter her portrait, the “girlchild” eventually “wore herself out”. This poem suggests that unrealistic societal demands are destructive for a woman’s self-esteem and well-being. When comparing oneself to an idealistic notion of female beauty and behaviour, one can only expect to feel demoralized, discouraged and devalued. Indeed, "Barbie Doll," the title of the poem, symbolizes society’s view of a perfect woman; the way society expects every woman to be. In fact, by using “Barbie Doll” as the title to her poem, Marge Piercy wants the reader to compare and contrast the adolescent’s appearance to that of a Barbie doll. Stereotypically, Mattel’s Barbie dolls have tall, thin yet curvy bodies, with symmetrical, perfect facial features, blonde hair and blue eyes. This, in turn, leads to the protagonist’s void of self-confidence. Additionally, living up to such standards - all the while being a housewife who must clean the house, raise the children and please her husband - is very demanding on the female gender. Moreover, the doll is......

Words: 7896 - Pages: 32

Barbie

...Barbie has recently had her 40th birthday. It all started in the 1950s when Ruth Handler saw her daughter, Barbara, and her friends playing with paper dolls. They liked to imagin the dolls beeing different persons who were working, swiming, playing with friends etc. Ruth, who owned the company Mattel with her husband, understood that pretending how the future would be was part of growing up for kids. She did some research and found that there was room on the market for a doll like Barbie. Mattel had been making lots of toys before Barbie but when Ruth said that she wanted them to make a small doll for kids all the men in the staff had their doubts. Many different designs were done before the first Barbie was introduced on the 9th of march 1959. Barbie was named after Ruths daughter. Barbie was then a teen-age fashion model who was very different to the dolls the kids played with at that time. The buyers were at first skeptical to the doll but when Mattel started to make tv-commercials to reach out to the buyers it was an instant hit. Barbie is still the most popular fashion doll ever created. That is because she is always changing when the fashion and trends change. She wears everything from the Paris fashion to the more youthful look. For example the creaters changed her when the Beatles were popular and they made a copy of Jackie Kennedy when she was popular. In the 1970s Barbie wore very different clothes just to be trendy. She for example wore glittery disco outfits......

Words: 635 - Pages: 3