In 2006, 46 year old Barbie – the largest and the most popular doll in the world

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 Marketing Management info_at_casestudyhelp.in91
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•  Marketing Management
•  
• CASE STUDY (20 Marks)
• In 2006, 46 year old Barbie the largest
  and the most popular doll in the world is
  struggling through a midlife crisis. The Barbie
  brand accounts for almost onethird of Mattel's
  5.2 billion annual revenue. The Barbie doll has
  dominated the global toy market for more than 40
  years. But in recent years, its status as queen
  of the toy cupboard is under threat. Mattel's
  financial results highlighted her plight with the
  gross worldwide sales of Barbie falling by 13
  in the second quarter of 2006. Little girls no
  longer view her as cool and trendy. Mattel
  decided to reinvigorate the Barbie brand,
  focusing on core markets, aligning more
  effectively with growing retail customers by
  entering into closer partnerships with them,
  investing in developing markets, and growing
  alternative sales channels.

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• Mattel has decided to concentrate on three
  aspects product, brand building and
  distribution channel. It has extended Barbie to
  animation movies, launched interactive web sites,
  and developed new products to appeal to teens and
  preteens. The case discusses the challenges faced
  by Barbie it traces the initiatives taken by
  Mattel over the years to extend Barbie's product
  life cycle and debates over Mattel's current
  strategy for Barbie.
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• Answer the following question.
• Q1. Discuss the challenges faced by Barbie in
  maintaining its brand image.

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