BARBIE :THE AMERICAN GIRL GOES GLOBAL

FACTS OF BARBIE

Introduced at the American Toy Fair in New York City in February of 1959 by Ruth Handler, founder of Mattel Toys.

Introduction of Barbie's boy friend Ken in 1961.

These inventions helped kids to understand relationships and manners.

Barbie's Changing Image.

Overhauling the Image.

Barbie's Competitor

BARBIES MARKETING STRATEGYTargeting the untapped market

Adaptation of regiocentric approach to the Western Europe market.

Introduction of Friendship Barbie.

Introduction of Multi-Cultural Barbie.

Change in pricing strategy.

Launch of Barbie with little cosmetic changes.

SUCCESS STORY IN JAPANDifficult to penetrate into Japanese market, due to complex distribution system.

Intense competition from the domestic market.

The success story of Barbie did not repeat in Japan.

The main problem was with the physical attributes of Barbie

Introduction of Takara Barbie.

Licensing Disagreement with Takara.

Jenny new competitor from Takara

1986 Introduction of Maba Barbies with the help of Bandai .

Introduction of Bandai Barbie's.

1991 Barbie ended its relation with Bandai

Reintroduction of Long Hair Star Barbie which was a huge success.

Eliminated chronic operating losses.

THREAT FROM SUSI DOLL Market share lost to Susi Doll in Latin America.

Brazil was one of the most important market for Barbie.

Sale of 5 Susi Dolls = 2 Barbie's.

Success factor of Susi Dolls was low price and more realistic Brazilian touch.

STRATEGY TO WIN OVER SUSI DOLLSChange in Price Strategy

Adapting to the local culture

Making cosmetic changes ,which they followed in Indian Market.

Introduction of Local Accessories.

Colorful clothes to match the beach look.

Change in facial expressions and body tone.

Introduction of carnival Barbie to match the nativity.

ROLE OF CULTURE IN TOY INDUSTRY

Parents would like their children to play with dolls which will represent their culture.

Toys are helpful in making understand a child about his culture and traditions.

Toys help children to fantasy about there future.

All toys should adapt according to the local culture to gain the market.

BARBIE IN MIDDLE EASTOpposition from political , religious and social grounds

Laila , Sara and Dara the new competitor for Barbie.

The new dolls represented the culture of middle east countries.

Barbie was launched with competitive price.