Mattel Inc. Barbie Doll

8/8/2019 Mattel Inc. Barbie Doll

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Mattel Inc.s Barbie Doll

Presented to: Presented by:

Pro: Timira Shukla Nitin Agarwal(BM-09274)

Sahar Alam(BM-09281)

Azeemurrehman(BM-

09262)

Jishan Sami(BM-09266)

Ankit Chaturvedi(BM-

09254)


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Mattel Inc.s Barbie

Mattel Inc. worlds largest toy manufacturing

company and most popular US icon, the barbie doll.

Its was the no 1 girls toy in the world

Since its introduction in 1950s it was ranked 97th inthe Best Global Brands report with a brand value

at $ 1.87 billion in 2004.


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Mattels History

1945 Ruth and Elliot and Harold Matson launch acompany in South California.

1959 Inspired by her daughter doll made up ofpaper and Ruth Handler suggest 3 dimension doll for

little girls.

1960 Mattel become public owned company and

by 1965 company's sales top $ 100m and companyjoined fortune 500.

1968 Introduce Christine (African Doll), theresa in1988 and Kira in 1990


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History Cont

1997 Mattel established global manufacturingprinciple (GMP)

2000 Mattel is granted the licensing agreement forHarry Potter.

2001 Barbie dolls stars in her 1st movie.


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Problem Identification

Tween market 18-14 year children's estimated $5billion were shifting to computer games and internet.

Tween girl dominated by MGA Entertainment Inc.slifestyle toy Bratz

The pink dressed Barbie lost its relevance.


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Survey Conducted

Brain Child

Kidzeyes

Yankee Group


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Brain Child

Tweens influence 80% of brand decision made byparents.

Tweens prefer video games and action toys.

Tweens were most interactive generation.


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Kidzeyes

Specialty research service of C & R esearch.

Sample size 1000 children with age 6-14 years.

Found more than half children want electronicgadgets and 1/3 wish cell phone and DVD players.

Big spenders over electronic device.

Invest $22bn equal to total sale in 2002


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Yankee Group

Boston Based research and consulting group, prefer

27% of Cell phones by age 11-17 year.

Out of total 39% of girls.


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Barbie Brand Merchandising

strategies


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Amidst the market pressure,to improve the sales, Mattel

began expanding its brand franchise of Barbie, beyondtoys. It entered in the market like:

Apparels and fashions

Co-marketing cartoons, TV programs, and movies. Health and personal care. Durables.


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Apparels and Fashions

Barbie caps

Via Spiga Nicole Sling back

Watches


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Video Movies

My scene goes to Hollywood

This was based on the theme of friend for 8-10 yearsold


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Health and personal cares

Barbie Princes Perfume for women

Barbie Sun block Spray

Barbie Eau De Toilette Spray


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Durables

Color Printers

Digital Videos Cameras

PC

Cell Phones


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Post Extension Scenario

After the successful brand extension barbie hasregained its market.

The profit were also increased.


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Mattel 2003 2004 2005 2006 2007 2008 2009

Revenue($M)

$4960.1 $5100 $5250 $5,650 $5,970 $5,918 $5,435.7

GrossMargin

49% 48.2% 47% 46.2% 46.5% 45.4% 48.1%

0peratingMargin

10.8% 11.2% 11.8% 12.9% 12.2% 9.2% 9.15%

Mattel Inc. Financial status.

Source :- http://www.wikinvest.com/stock/Mattel_(MAT)


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Mattel Reports Second Quarter 2010 Financial Results

(Second Quarter Highlights)

Worldwide net sales up 13 percent;

Domestic gross sales up 17 percent and international gross

sales up 9 percent;

Worldwide gross sales for core brands: Barbie up 6 percent;Hot Wheels up 11 percent; Core Fisher-Price flat and

American Girl brands down 4 percent;

Gross margin increased 290 basis points of net sales; SG&A

decreased 30 basis points of net sales; Operating income of $69.4 million compared to operating

income of $32.5 million in the second quarter of 2009; and

Earnings per share of $0.14 vs. prior year earnings per share of

$0.06.

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Mattel Inc. Barbie Doll