Please answer the questions below: Assume you are the product manager for Barbie
ID: 369468 • Letter: P
Question
Please answer the questions below:
Assume you are the product manager for Barbie (Mattel Toys). What is your Brand strategy and what is your product Strategy?
Describe how the product will differentiate itself through its (Form, Features, Performance Quality, Conformance Quality, Durability, Reliability, Reparability, Style. NOTE: Many products may only differentiate themselves on one of the elements above, while other products may differentiate on a combination of the above. For this case study, provide a bullet point or two as to what element above differentiates Barbie from the competition and what exactly that difference is.
Product Plan
Is this a single product or product line?
Product Lifecycle
Consumer Roles
Company Brand Roles
How will the brand leverage its strengths against the competition?
Brand Identity
Provide a one sentence summary of unique qualities attributed to the brand.
Brand Equity
Briefly in one to two sentences describe how the brand will effect Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association, and/or Brand Assets (Note you do not need to address all of these, only the ones prevalent to the brand). Is this brand Stand Alone, Family, National, Store, and/or Co-Branding
Packaging / Labeling
In one to two sentences describe how the brand will be reinforced through it’s packaging/labeling.
Explanation / Answer
Brand relates to perceptions at six different levels as defined by Kotler. Hence brand strategy is mainly drawn to differentiate and distinguish between customers. Product strategy is mainly drawn to distinguish own product from competition.
Brand strategy for Barbie would be to appeal to children of age group 3-12 years and resulting in purchase of the product. Brand strategy should focus on differentiating Barbie in cluttered market with each type of doll (American Girl, Dora the Explorer etc.) offering a unique value and delivering a strong brand message.
For Product strategy, Barbie should focus on different parameters like features, performance, conformance to quality etc. to offer a unique experience when the customer interacts with the toy. The strategy should focus on creating a product which is easily differentiated from the competition and is recognized by its typical customer which is a kid between 3-12 years of age.
Barbie distinguishes itself on form by using typical dimensions that give the doll a unique figure and physical appearance.
In terms of features, a Barbie doll is easily recognized from rest of the competition. Plus the unique features have built a heritage over last 40 years so it would not be wise to introduce a new Barbie with different features.
In terms of performance, Barbie distinguishes itself from competition by offering a wide range of accessories which can be used to create different experiences every time. The product itself adhers to highest manufacturing standard and is well resistant to wear and tear.
Since a kid might use the doll in many imaginative situation, it is of utmost necessity that the product conforms to highest standards in child safety. Barbie differentiates itself from competition in making the doll child safe.
Barbie dolls have been known to be handed down from one generation to another. So building a durable product which can last for one generation is one of the Barbie's strengths.
Reliability and Repairability are important aspects of differentiation from competition. With millions of Barbies sold over last 40 years, there is a strong community presence of repairing the toy if needed.
Barbie is synonmus with style and is the biggest differentiating element of the brand. With dedicated fashion designers team, the brand focuses extensively on style element. With creative and exclusive line of accessories, Barbie creates an aspirational level of being stylish. This element is carried over to digital world where kids can design their own Barbie with their unique style.
Barbie is a product line as Mattel uses the brand "Barbie' to sell many related products.
Barbie was introduced in year 1959 which was 57 years ago. With so many years behind Barbie and with declining sales, we can say that the product is in Decline stage of product lifecycle.
Brand Identity
Barbie, as a brand, is perceived to be a stylish, empowering, and an ideal playtime doll for kids.
Packaging/Labelling
Biggest strength of the doll is its unique appearance and stylish accessories. Packaging of the doll should allow for complete view and engagement with its appearance. Since the toy is focussed towards kids so labelling should prominently display safety standards. Labelling could also include brief info about the doll and other information which inspires kids to buy related stuff.