University of St. Thomas Group Presentation Barbie Product Analysis Buyer Behavior Fall 2008 Jake Soderberg, Jenna Herbers, Logan Pickney, Jenna Smith, Andrew Tewksbury 1

Brand Equity 60’s Was created because children were playing with paper dolls Caught on fast because it was one of a kind Little girls could relate to Barbie Help to show women's independence Represented women's roles in society Introduction of Ken 2Barbie Product Analysis | University of St. Thomas connect with me at

Brand Equity 70’s Doll became more realistic with more fluidly moving parts Had a more natural look to her appearance Barbie clothing started to follow societies trends Went international with the 1976 Olympics 3Barbie Product Analysis | University of St. Thomas connect with me at

Brand Equity 80’s Barbie took on more of a working woman role Followed the trend of women joining the work force out of necessity Took on more empowered job roles Strengthened international lines by creating ethnic Barbie's Aided in equality among all Barbie followers 4Barbie Product Analysis | University of St. Thomas connect with me at

Brand Equity 90’s Introduced talking Barbie Created a life sized Barbie for children to play with Introduced Barbie merchandise Collecting and displaying Barbie Dolls became prominent “Barbie Summit” brought together children from all around the world 5Barbie Product Analysis | University of St. Thomas connect with me at

Brand Equity 00’s Launched Barbie.com On-screen debut in animated films Barbie remained the #1 selling girls brand in the world Out sold competitors 2 to 1 with $3.6 billion in sales 6Barbie Product Analysis | University of St. Thomas connect with me at

Brand Equity Current Still #1 selling girls brand in the world Went from teen fashion model to best friend and adventurer image Now has items in 45 different consumer categories Has seen an increase in direct competition as well as indirect 7Barbie Product Analysis | University of St. Thomas connect with me at

Brand Equity Current Cont. 8Barbie Product Analysis | University of St. Thomas connect with me at

Brand Equity Current Still #1 selling girls brand in the world Went from teen fashion model to best friend and adventurer image Now has items in 45 different consumer categories Has seen an increase in direct competition as well as indirect 9Barbie Product Analysis | University of St. Thomas connect with me at

Under Performing “Barbie continues to face tough competition in MGA Entertainment’s puffy-lipped Bratz dolls and still struggles with a customer base that is growing up – and out of the toy market – faster than ever.” Has been out sold by Bratz in the UK for the last four years Bratz is generating 500 million in sales each year Bratz is currently the best selling fashion doll in Australia 10Barbie Product Analysis | University of St. Thomas connect with me at

Under Performing Cont. “Chief Executive Robert Eckert called Barbie's performance for the full year [in 2007] a ‘disappointment’ on a conference call.” “Domestic sales of the classic fashion doll plunged 21 percent in the first quarter [of 2007]” “Mattel Inc said on Thursday that U.S. Barbie sales fell 12 percent during the fourth quarter [of 2008].” 11Barbie Product Analysis | University of St. Thomas connect with me at

Under Performing Cont. Mattel stock price Jan 2008 – Dec Barbie Product Analysis | University of St. Thomas connect with me at

Recent lawsuit between Bratz and Barbie MGA Entertainment pays: $10 Million for copyright infringement $90 Million for breach of contract Bratz to be pulled from stores 2009 $778 Million in sales and current market share greater then Barbie Designer Carter Bryant developed concept while working at Mattel Lawsuits Involving Barbie 13Barbie Product Analysis | University of St. Thomas connect with me at

The Breakdown Strengths ◦ Ability to quickly adapt to changes in society ◦ “Timeless classic” ◦ Strong brand name ◦ Strong company name Weaknesses ◦ Target market has a small age range ◦ Increased competition ◦ Inability to relate to current youth ◦ Harder to capture children's attention with simple items 14Barbie Product Analysis | University of St. Thomas connect with me at

Barbie Criticism Body image Barbie’s life choices “Bimbo” image Aqua’s Barbie Girl song Overload of products Promotes violence 15Barbie Product Analysis | University of St. Thomas connect with me at

Measuring The Process Measure by awareness –registration, word of mouth, etc. Measure Barbie sales vs. competition sales Test market research Consumer feedback/surveys/market research 16Barbie Product Analysis | University of St. Thomas connect with me at

Revitalization Process Strengthen the physical doll’s equity Bring Barbie's image into the 21st century Campaign the “Barbie Like Me” (younger generation) Campaign: “Reconnect with your childhood and connect with your children” (older generation) ◦ re=related – Wanna Play Barbies Commercial re=related Incorporate Barbie more with technology 17Barbie Product Analysis | University of St. Thomas connect with me at

Sources "Ahhhh! The Sweet Smell of Barbie Success!" 05 Oct Mattel. 7 Dec Barbie Mattel, Inc. 24 Nov "Barbie loves Benetton: Mattel and Benetton Group celebrate a unique new partnership." United Colors of Benetton. 7 Dec "Barbie sales fall in U.S., rise around the world." 16 Apr Associated Press. 7 Dec "The Barbie Story." Barbie Collector. 7 Dec Cook, Brad. "Barbie What A Doll." 22 Dec Brandchannel.com. 7 Dec Goldman, Abigail. "Toy fair will be a test of Mattel." 05 Feb Los Angeles Times. 7 Dec Grant, Justin. "Mattel says Barbie sales fell 12 pct." 31 Jan Reuters. 7 Dec Hamer, Michelle. "Barbie's got competition." 12 Dec The Age. 7 Dec "Mattel Brings Fairies, Fashion, Fragrance and Feature Film to Life at 2004 International Licensing Show; New Brand Extensions, Cool Events, Exciting Partnership Announcements." 08 June Business Wire. 7 Dec "Mattel, Inc Stock Index." 7 Dec Google Finance. 7 Dec "No More Growing Pains." 04 Feb Mad.Co.Uk. 7 Dec “Barbie Body Image” 4 Dec Bhatnagar, Parija. “These Dolls Really Stink”February 16, Lee, Joseph. “Aussie hunk wins Barbie's heart “ June 29, “Weight Management” 4 Dec Palmeri, Christopher. "Barbie Goes From Vinyl to Virtual.". 7 May Business Week. 24 Nov Cohan, Peter. “Barbie-Maker to Soar as Bratz Crash.” 4 December Blogging Stocks. 18Barbie Product Analysis | University of St. Thomas connect with me at