Client Pitch Presentation By: Mkt/571 January 26,2015 University of Phoenix Heidi Kelley

Marketing Objectives/Goals Print Ad Communication Mix Brand Loyalty

The History of Barbie Mattel Creations founded 1945 The inspiration of Barbie creation The first Barbie debuts 1959 Founded in 1945 By Ruth and Elliot Handler, Mattel was created, a few years later inspired by her daughter playing with paper dolls imagining them as college students, teachers, and other occupations rare to women.

SWOT Strengths: Top doll manufacturer Selling in more than 150 countries world wide Weaknesses: Other dolls can enter the market Decreased market presence Product safety Opportunities Development of new dolls Utilization of technology Increased market demand globally. Threats Competition Economic downturn Low costing labor/technology The SWOT of Barbie determined that the strengths and opportunities of Barbie are Mattel is the largest toy manufacturer operating and or selling Barbie products in more than 150 different countries. The weaknesses and threats to the doll are competitors, a decrease in Barbie on the market and the safety of the product for young girls.

Objectives/Goals Target girls the 4-13 year olds Benchmark sales Maximize Sales and Revenue The objectives and goals of Mattel’s Barbie product is to reach its target market of girls in the demographic of the 4-13 year old age range. The goal of the Mattel Barbie product is to benchmark product sales, and maximize the sales and revenue of the Barbie brand.

Communications Mix Product Promotion Consumer Place Price The new communication mix of the Mattel Barbie is centered around the consumer the Product (Barbie) the Promotion (who is the target market), the product’s Price and Place(where can I buy it) will allow consumers to easily access and purchase the product.

Brand Loyalty Design new dolls that appeal to girls of all ages Develop and promote a Barbie Loyalty Rewards Program In an effort to keep consumers interested in the Barbie product, the doll must evolve with the changing times and technology to keep girls interested in the product. Developing a loyalty rewards program will build consumer brand loyalty as well as keeping consumer purchasing the product.

Inspiring millions of girls since 1959 Print Ad Inspiring millions of girls since 1959

References: The History of Barbie: Retrieved: (January 26,2015) http://www.barbiemedia.com/about-barbie/history.html Communication Mix: Retrieved: (January 26,2015) http://smallbusiness.chron.com/marketing-communication-mix-63541.html Brand Loyalty: Retrieved: (January 26,2015) http://www.entrepreneur.com/article/238654