Mattel Inc. With a Focus on the

Brand

By: Joey, Lindsay, Saffire, Tekle, Jonathan

Industry Background

Problem Statement

Relevance

Competition Versatility

Barbie Background Info & Communication Strategy

Advertising Objective: To revitalize the brand in order to drive future growth and increase profitability

Target Segment: 6-12 year old females all around the world for the dolls

Who are Barbie’s Main Competitors?

LEGO Background Info & Communication Strategy

Target Segment: Ages 4-16

Positioning: “The Power to Create”

Hasbro Background Info & Communication Strategy

Second largest toy company in the US, besides Mattel

Target: their products target boys and girls 12 and under

Positioning: An innovative toy company that cares for the needs of children and their parents in every way possible to create best play experiences

Consumer Behaviour Theories for Barbie

Freudian Theory

Id = immediate satisfaction

Ego = conscious control

Super ego = morals

Information Processing

Lack of personal relevance in Barbie brand leading to a lack in long term memory processing in children Barbie has tried unsuccessfully to solve problem through slight enhances in experiential marketing (website/app dress-up games, social media sights, new “relevant” slogan) Attention & Short-Term Memory Cues:

Pros: Barbie uses message characteristics in commercials such as bright colours & loud music

Cons: Commercials lack unexpectedness and differentiation from competitors (eg. same format as Hasbro and Lego)Low personal relevance due to slogan-product contradictions and lack of Barbie experience emphasis (brand is being cannibalized by American Girl)

Information Processing

Long-Term Memory Cues:Pros:

Barbie verges on ambush marketing, with social media & commercials, which in theory should help strengthen long-term memory connections

Cons:Barbie personality and identity constantly changes with new doll versions, creating inconsistencies and difficulties in children’s long-term memory connections

Motivation

Need for Barbie is an acquired need

Children motivate and influence parents by pressure

Attitudes

Positive Attitudes: Look at how much Barbie has accomplished! Negative Attitudes: Barbie projects a body image that intimidates young girls!

Decision Strategy

Multi-attribute model used because:

• Easy to compare various toy brands

• Compensatory evaluation necessary for this category

RecommendationExperiential Marketing

Apps with Storylines

Flagship Store

Social Media