Barbie last version[1]

INTERNATIONAL MARKETINGGilles Sere de Lanauze

November 2010

Batool AL-LAWATI Quentin GAILLARDBastian FRANKEFoucauld GUERIN

The International Marketing Mix

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► The Barbie of Mattel

1- The history of Barbie2- The world market toy3- Barbie in the world

► Positioning and segmentation

1- Segmentation of the market2- The positioning of barbie3- Barbie’s Strategy

► Marketing Mix

1- Product2- Price3- Place4- Promotion

► Swot analyse

Barbie’s international Strategy


1- The history of Barbie:

● Barbie was Born in 1957

● 80 millions Barbie are sales every year in the world

● One Barbie is sales every 3 second in the world

● 45 différents nationalities

Barbie is the most famous doll on earth !


2- The world market toy

● global toy market's size 2009: 55 Billion euro

●

● The biggest countries in the toy market : USA, JAPAN, CHINA

In every culture little girls play with doll , A Huge market !


3- Barbie in the world

● Barbie is sold in 150 different countries

● Barbie has 45 different nationalities

● 40% of the turnover was made in export

● 50% of Barbie are made in China


1- Segmentation of the market

● target group: young children – 6 to 12 year old

● In rich countries as well as in developping countries


2- The positioning of barbie

International Brand

Local Brand

BRATZ BARBIE every minute three Barbie's are sold

Low Price Higt Price

FULLA selling about 30,000 units each year

“think global and

act local“

► International competitors

Competition

-MGA Entertainment’s Bratz, tries to cash in on current American youth culture with a brash image, Barbie faces many threats within the market niche. -Fulla, Middle East In many Islamic states, Barbie has been banned because she is perceived as promoting promiscuity and sexuality. This has led to an increase in the number of dolls similar to Barbie that lack curvaceous bodies and revealing garments.

- Razannein the United States.

-Salma,, in Indonesia these dolls include clothing that covers arms, legs and navels. They also include veils to cover the dolls hair


3- Barbie’s Strategy

● placed in each country

● Be a reference for the childen of emergenting countries

● Vehiculate the image of the «western model »

● Adapte product to the local target

Barbie has been a cult symbol of beauty and fashion for women of all ages. And every woman from 2 to 92

product/place/price/promotion

● A standardized strategy with a unique and wide target

● An adapted barbie for each countries.

● Each product includes a special R&D, packaging and labelling

● Changed or adapted to meet the needs of different cultures.

1.-Product-Strategie

● The birth of the Barbie doll lead to the creation of a universe, with the objects, accessories, equipments of all kinds (cars, boats, clothes, animals…)

● Symbol of a consumer society which knows how to coopt all fads

● is a product constantly renewed, follows the current trends, and reflected a contemporary art.


2.-Place-Strategy● Barbie dolls do not have its own store and so it relies on the retailers,

but instead of this mattel has its own store.

● Supply chain management:

● Types of international retailers:• Specialty store • Department store • Supermarket• Superstore• Discount store


3.- Price strategy:

● Different price strategies in order to hit different markets considering cultures, economic , political and religious structures

● the aim is to hit each price segment in the different countries to increase market share


3.- Promotion strategy:

● The increase in accessibility to cable and satellite TV and the internet has become a great tool for barbie’s advertising strategy.

● This allowed the use of heavier promotion and advertising campaigns.

● Wal-Mart stores in China and South Korea hired women to dress up like the doll to promote the brands new products.

● Mattel had also released in 35 different languages a broadcast promoting the doll through their website. On the website girls could play games and read stories about barbie.


Strengths-Quality of the product. well-known, brand-Good services.-Choosing best distribution Channels-provide job opportunities-few competitors- Keep fully up to date on competitors' business structure-had excellent marketing and advertising strategies

Threatens-more competitors involve in same Market-Developing .marketing channels-Globalization and changing n economic

► Swot analyse

Opportunityprovide barbie for other Geographic target(suitable other culture)

Weaknesses-Barbie has not provid for Islamic culture

INTERNAL FACTOR

EXTERNALFACTOR

► Swot analyse

Thank you for your Attention !

Business

Barbie last version[1]