Barbie Round 2
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Transcript of Barbie Round 2
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8/8/2019 Barbie Round 2
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ITM Business School, Navi Mumbai
www.itm.edu
MATTELS
1
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ITM Business School, Navi Mumbai
www.itm.edu
About company
1945 ,a garage workshop was the beginning of MatteL 1st product : picture
frames, doll house furniture out of picture frame scraps
Switched to toys due to a patented music box,burp gun, mouse guitar
After strong penetration by 1950 after suggestion of Ruth launch of three
dimensional doll was done to target young girls that was non other ,it was Barbie
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ITM Business School, Navi Mumbai
www.itm.edu
Time line
1960 : within fortunes list of 500 companies
1964 : opening of first international sales office in Switzerland as headquarters
for worldwide market
1968 :introduction of hot wheels
Acquisitions of non toy companies as BARNUM and BAILEY CIRCUS,CIRCUS
WORLD,TURCO,METAFRAME ,RADNITZ PROD.
1970 : entered into electronics, release of gaming platformINTELLEVISION
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ITM Business School, Navi Mumbai
www.itm.edu
1984 : introduction of He man master of universe to capture boyssegment
1987 :maximized core brand and identified core potential and made
accessories l
ine of hot wheels and Barb
ie
1988 : Mattel associated with the Walt Disney company and nowproducts on Disney characters
1993 merging with fisher price
1999 : merging with the Learning company made Mattel ,the secondlargest consumer software company in the world
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ITM Business School, Navi Mumbai
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CORE PRODUCTS
1. Barbie
2. American girls
3. hot wheels
4. Fisher- price
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PROD NO .1 BARBIE First baby doll sported open toed shoes , a pony
tell,sunglasses,earrings,and zebra stripped bathing suit
Intense demand at retail stores
Barbie sells accounts more than 5
0% sales
Best selling fashion doll in global markets
100 Barbie dolls /2 sec
New target market :girls of older age
Strategy adopted : be anything
From atheletes to computer experts to dreamer
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ITM Business School, Navi Mumbai
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Make over of Barbie :
1. realm of young girl clothing
2. Smaller chest, larger waist, soft hairstyle reflecting natural femalebody
3. To recapture more customer base and to attract older girls to theBarbie product line ,Barbie line was expanded into computer withBarbie theme
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ITM Business School, Navi Mumbai
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Product no . 2 American girls
98 pleasant company was acquired ,makers of American girl collectionof historical dolls, book accessories
Sales were through catalogs
Mattel extended base to major chain store like wall-mart and target
Positioning : wholesome and educational image
Target category :g
irls not ha
ving t
iny wa
ist, full upper body l
ikepopular doll
Objective : to replace the feminist view of Barbie as symbol ofAmerica's obsession with unattaible beauty
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ITM Business School, Navi Mumbai
www.itm.edu
Product no 3 hot wheels
Target segment : boys (age 5 15 )
Positioning strategy : avatar of almost every racing circuits in theworlds NASCAR ,F1 , NhRA,CART,AMA
Result: immense popularity ,collects used to have more than 41 hot-wheels cars
Promotional Campaign : hot wheels highway 35 world race
Peel and win sticker with a chance to win 50,000 prizes
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ITM Business School, Navi Mumbai
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Product no 4.Fisher price
An umbrella brand for all Mattel's infants and pre schools lines acquiredin 93
Brand image : as a trusted brand by parents, appears on everything
from children
s software to eyewear and books to b
icycles
Power wheels ,rescue heroes, rock a- stack, little people are products
Positioning strategies : keeping pace with the interests of todaysfamilies through innovative learning toys and award winning baby gear
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ITM Business School, Navi Mumbai
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CSR
Responsibilities towards various stakeholders,customers,employees,inverstors,suppliers and community
Mattels demonstrates commitment to economic,legal,ethical and
philanthrop
ic respons
ibilities
Children's social concerns and children's were always kept in mind
Employee rights and safety in manufacturing area
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Different legal system and cultural expections were kept in mind toavoid ethical conflicts.
Assurance to parents about internet safety and privacy
All informations on www.bbb.org i.e better business bureaus web
Encouragement of parents to read and follow suggestions provided bymattel on internet safety
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Problems faced in global market
The Malaysian consumers tried to banned because of non-asianappearance and lack of creativity needed to play with her.
Govt agencies in IRAN opposition ,They confiscated Barbie from toy
stores because of dolls non- Islam
ic character
istics
Western influence, make up, revealing clothes were not wanted insociety where women were not allowed to go pool or beach
In RUSSIA ,ministry banned Barbie and Pokmon
Barbie is under fire because of thought to awaken sexual impulse inminds ofvery young among Russian infants
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SWOT ANALYSIS OFCOMPANY
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Strengths :1. Well established brand name ,world wide image
2.Wide range ofit product
3. Regular re innovation in designs
4. Sum total strength of many companies owned by mergers andacquisitions
5. Ideas with the changing time and demand
6. Have space in consumers heart
7.Company ethical values and serious CSR commitment make potentialpartners ,customers, and other stakeholders to base business decisionon them
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Weaknesses
1. Not getting warm welcome in international market
2. Not able to convince Malaysian market,Iran,Russia
3. Position in mind of people of many countries as it gives sexual impulse in
minds of infants
4. Too many mergers and aquistions
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Opportunities :
1. Buy back stocks
1. to make acquisitions
2. children growing up leaving toys
3. Role of technology in consumer product
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Threats :
1. Conflict in middle east
2. Great deal of sales growth potential in international market
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International sales
Mattel was already rank 1 company, target was to raising internationalsales to 50 % of mattels sales
Strategy followed : focus on global brands ,improved productavailability ,better alignment of world wide marketing and sales planand strong product launches
99 mattel alliance wit Bandai co. the worlds 3rd toy makers
Bandai was responsible for japans sales of mattels products
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ITM Business School, Navi Mumbai
www.itm.edu
customer orientated approach
Main focus on satisfying customers needs and wants
Redesigning of Barbie to reflect a normal athletic woman to meet needof more realistic doll as per demand
Hot wheels with NASCAR logos in attempt to meet consumer demand
Ello product to draw girls to building toys ,which were traditionallymeant for boys
Ello now globally known and used for social plays
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Solutions to problems
Restructuring plan to improve relations with retailers
Focused study on retailers
Visit to warehouses and implementation of new pattern and box shapefor better information flow
Service increased to 90 % and was among consumers best serviceproducts companies
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Globally also serious commitment to business ethics.
Company published ethics audit of each of manufacturing sites andfacilities of primary contractors
Audit indicated not using child labor and forced labor, a prob that NIKEfaced
Issue of code of conduct global manufacturing principles
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ITM Business School, Navi Mumbai
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conclusion
1. facing many market opportunities and threats
2. children's changing preference from toy to technology
3. purchasing power and consumer needs in global markets
4. success in Barby line ,but weak in financial results
5. Challenges like lackluster economy, low consumer confidence, conflicti
n mi
ddle east
6. Flexible management to make acquisitions ,buy stocks, increase theannual dividend
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Navi Mumbai
Thank you