If you can dream it...

Teacher
You can be it.
Nurse

Fitness Instructor Teacher

Astronaut Equestrian
President
Ballerina
Snowboarder
Airline Pilot
Baby Doctor

Dentist
TV Chef Race Care Driver
BARBIE’S
SUCCESS
STORY
Submitted To:
Shailja Manocha

Submitted By:
Namit Kewat-23B
Vikas Kumar-58A
Tanvi Rana-51B
Utsav Jain-54B
Nirdesh Maan-29B
Piyush Dikshit-31A
Ankur Gupta-8B
 Introduced in 1959, is the flagship
brand in Mattel’s portfolio.
 World’s largest selling toy.
 Idea of adult looking doll came
from Ruth Handler’s (co-founder)
daughter Barbara.
 Looks aimed at: American,
Innocent & “project every little
girl’s dream of future”
 Sold 3,51,000 units in 1st yr.
 In 1986-a black friend of Barbie,
Christie.
 More Than 80 career roll within
first 40 yrs.
 1997: Sales;
 Domestic: $320 million
 Global: $2 Billion
 Total World’s Toy Market(2003):
$59.4 billion (+6.2%, vs. 2002)

 Global Major Players(2003)

 Mattel (U.S.) , Sales: $4960 million
 Hasbro (U.S.), Sales: $3138 million
 Bandai (Japan), Sales: $2043 million
 Lego (Denmark) , Sales: $1612 million

 Total world’s Toys Market grew by

3% in 2009 to reach a value of
$66.3 Billion.

 In 2014, The Global Toys and

Games market is forecast to have a
value of $84.9 Billion, an increase
of 28% since 2009.
 Barbie:
 POD:
 Remains at the forefront of fashion and Trends
 Ability to transform to different Personas (Doctor,
Astronaut, Race care driver… etc)
 POP:
 Plastic designed Doll

 Category:
 POP:
 Fun, Excitement, Amusement, Playing, Gaming
 Desirability depends on 3 factors:
 How Relevant?....
 How Distinctive?....
 How Believable? Is the brand???

 Deliverability also depends on 3

factors:
 The ability of product to perform
 Delivery of the performance
 Sustainability of that performance
 Fun,
Fashion &
Future!
 Girlfriend
Cute
Doll
Fun

Children’s Toy Innocent

Stylish
Blonde

Fashionable
Pink
Friend
Barbie song
Trendy

Fantasy
Play
Young girl
 Physical product: Personality: An Adult Self dependent Girl
Adult Doll

Relation:
Culture: American
Family friend

Reflection: Self-Image: “If you can dream it… you can be it”
Modern feminine
 Memorability
Marketer’s offensive strategy
 Meaningfulness and build brand equity
 Likability
 Transferability
Defensive role for leveraging
 Adaptability and maintaining brand equity
 Protectability
 4. RELATIONSHIPS =
RESONANCE:
Friendly attachment What about you & me?

3. RESPONSE =
JUDGMENTS: FEELINGS:
Quality & Fun, Warmth & What about you?
Superiority Self respect

2. MEANING =
PERFORMANCE: IMAGERY: What are you?
Fun, play, entertainment Reflecting different personas

1. IDENTITY =
SALIENCE: Doll
Who are you?

12
 Happy
Birthday
Ankur 

and
Thank You