barbie vs bratzz

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 1/13

3/18/12

Group 5

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 2/13

3/18/12

 The Global Toy Market

Worth more than 60 billion dollars asper 2003 estimates.

More than 1000 billion dolls areproduced every year.

More than 75% gets sold within 2

weeks of production.

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 3/13

3/18/12

 The US Toy Industry

Global giant in toy market

Leader in design, manufacturing andmarketing of toys as well as family

productsConstitute of more than 1/3 of the total

share in the world.

Major players -

Mattel

Hasbro

Minor la ers -

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 4/13

3/18/12

Contd.

Wall Mart being the no.1 toy reteller

No. 2 also a US store (Toys R Us)

Introducers of online sales

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 5/13

3/18/12

Toy segment Major players Top sellingBrands

Business Trends in thesegment

Arts and

Crafts

• Mattel • Magna

Doodle &pixter

• 16% growth

Models andaccessories

• Hasbro • Zoids kit line • Categorythat showed

the biggestincrease(26%) afterbeing flat inpreviousyear

Dolls &Accessories

• MGAEntertainment

• Bratz •  The secondlargest

category

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 6/13

3/18/12

MATTELGlobal leader in toy manufacturing and

distribution.

Launched in 1945 by Ruth and Ellit Handlerand Harold “Matt” Matson.

Initially operated from a Garage in SouthCalifornia.

Earlier products – Picyure frames and

Dollhouse Furnitures.

1948 MATTEL incorporated withHeadquarters in Hawthorne, California.

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 7/133/18/12

Contd.

Worldwide Headquarters in El Segundo,California.

Selling wares in over 150 nations, having25000 employees.

Manufacturing units in China, Indonesia,Italy, Malaysia and Thailand.

 Tie up with Wall Mart and Toys R Usconstituting of 50% of its sales.

1996 obtained toy licence on Nickelodeonentertainment and in 2000 with Warner

Bros. for Harry Potter toy line.

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 8/133/18/12

Barbie

Appeared in 1959

Named after Ruth Handlers daughter,Barbara.

Started television marketing in 1960’s.Sold as both – a doll as well as a vintage

collectable.

Sold over a billion Barbies since 1959making market leader across the globe.

2001 it commanded 90% market share in

doll industry.

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 9/133/18/12

 The Chalenger – BRATZ (MGMEntertainment)

BRATZ was introduced in June 2001.

CEO was Isaac Larian

First Toy licence in 1993 for Power Rangerhand held games.

First doll launched in 1997 called “Singing

Bouncy baby”

Instantly got the spot of Top fashion sellingdoll in the year 2002.

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 10/13

3/18/12

Battle Outcomes

BRATZ became top selling doll within theyear.

A four doll BRATZ set ranked No. 4

pushing Barbie’s Rapunzel to No. 8 (2003)BRATZ doll won the “People’s choice Toy

of the Year” of the Toy Industry

Association which was Barbie’s DOMAINAgain BRATZ won by SPARC (Supplier

Performance Award by Retail Category)

Mattel got 2nd place Silver Circle. 1st

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 11/13

3/18/12

Mattel’s Response

Launching of “My Scene Barbie” in 2002to stimulate sales. Consisting oversizedeyes inspired by Japanese animationcartoons.

My scene targeted the midset of teenwannabes.

Line of 3 dolls bearing tradational namesChelsa and Madison besides Barbie.

Another launch of Rapunzel Barbie.

Launch with music videos making it ahu e seller.

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 12/13

3/18/12

Contd.Mattel won “Marketing Campaign of the Year” award for Rapunzel barbie.

In 2003 new Barbie called “Flavas” waslaunched which ment personal flavour or

style.

Re-invigorate sales through strengtheningits marketing and promotional programs

surrounding the core brands i.e Barbie aswell as introducing exciting mew brandsi.e My Scene and Flavas.

8/2/2019 Barbie vs Bratzz

http://slidepdf.com/reader/full/barbie-vs-bratzz 13/13