price position and start ‚ but after purchase it‚ the parents are bound to face follow-up to buy other clothing products linked to the Barbie doll‚ thereby it is enable to expand business ; in the aspects of global Marketing‚ at the initial period‚ Mattel adopted the regional strategy is highly successful. Differentiate the strategy by the different local or regional cultural‚ make products more easily blend into the local culture‚ so that consumers accepted it‚ especially in the toy market‚ parents
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By doing this a company such as Mattel ensures that it is giving consumers what they want and they are creating a strategy for their product. One of Mattel ’s biggest products is Barbie. Barbie was introduced by Mattel in 1959 and has been a big hit for the company since then. The Marketing Mix is a big aspect of Mattels’ success in selling Barbie (or in Barbie’s longevity). Product: The first step in Marketing Strategy is to select your target market. Mattel ’s target market for Barbie is
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Executive Summary Barbie has become one of the best selling toy brands in the world helping Mattel become one of the largest toy makers. Mattel has had much success with it popular Barbie dolls for over fifty years. However it seems every product has a life cycle and in recent years Barbie has begun to decline in popularity due to recent technological trends and stiff competition. Today young girls have become more interested in mp3 players and ipods rather than playing with dolls. At home and
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All totaled‚ there are now over one hundred and fifty different dolls under the Barbie brand. Quality Quality has been the watchword of Barbie. Mattel has consistently researched on quality materials to ensure that the doll remains firm in the marketplace. Today’s Barbie are more lifelike using materials technology. A few years ago‚ when Mattel designers decided to give Barbie a flexible waist that would allow the doll to move back and forth and side to side For this‚ Barbie’s stomach needed
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WSR Creative 11901 Santa Monica Blvd #515. • Los Angeles‚ CA 90025 • 310.837.7001 • f 310.837.3680 DAY 1 OF 1 MATTEL Client: WEDNESDAY AUGUST 21‚ 2013 Job Name: HOT WHEELS "ROUGH LIVES" 13039 Job # Mattel 333 Continental Boulevard Stage: Mattel Maple Stage El Segundo‚ CA 90245 El Segundo‚ CA 90245 Hospital Centinela Hospital Med Ctr Crew Parking: Telephone: 310.252.3300 Production Co: HVX200 2031 Maple Avenue CREW CALL: WSR 11901 Santa Monica Blvd. #515
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CASE 4-2 BARBIE: GROWING PAINS AS THE AMERICAN GIRL GOES GLOBAL a. CASE SUMMARY Nowadays‚ Barbie has become much more cosmopolitan. But some new toy fashion trends spell trouble for Mattel‚ which depends on Barbie for about 20 percent of its annual sales. However‚ Although Barbie has been successfully adapted to cultural differences in the U.S.‚ the opportunities for international growth come with formidable challenges. Now besides the U.S. market‚ Barbie has been successfully entered into Europe
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market has been stagnating‚ Rapunzel Barbie helped boost international sales at Mattel‚ based in El Segundo‚ Calif.‚ to $1.9 billion in 2002‚ up from $1.5 billion in 2000. Mattel no longer makes Asian-featured Barbies. For example‚ when Rapunzel Barbie had its debut in October‚ Wal-Mart stores in South Korea and China hired local women to dress up like the doll and greet children as they entered. At the same time‚ the Mattel TV ad campaign was broadcast around the world in 15-‚ 20- and 30-second spots
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incorporated into every level‚ from supplier to customer. Negotiating a good contract is only a small part of accountability while the most important part is compliance. Each supplier must comply with obligations in the contract they signed. In the case of Mattel‚ the paint supplier did not comply with the regulations set out in the contract of only using lead-free paint. Supplier selection is very important as it is a means to reduce costs and limit the number of vendors. Once these suppliers are selected
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Topic Two: Popular Culture The Nature of Popular Culture A popular culture is a phenomenon that has widespread appeal. In society and culture‚ it should be something with global appeal. Some examples are: Barbie; the Beatles; surfing; and reality TV. Distinguish Characters of Popular Culture Associated with Commercial Products The profit motive is a key factor in the spread of popular culture‚ e.g. Wiggles have CDs‚ videos‚ clothes and lunch-boxes. (Usually) Developing from Local‚ to a National
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smart. Barbie has been one of the few toys to stand the test of time because Mattel has adapted to suit what society thinks is important‚ but as a society do we really want a doll that is sexy at first glance‚ then maybe a toy. All the clothes and a perfectly proportioned body suggest that appearance is the most important attribute for young girls to pay attention to. However‚ sexy hasn’t quite worked out the way Mattel would have wanted it to‚ thus Barbie has been revised many times to appeal to
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