Barbie - Brand Strategy Presentation
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This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand. Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
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Barbie - Brand Strategy Presentation
- 1. REIMAGINING BARBIE Chris Alexander | Greg Bienemann | Elizabeth Kohli Meg McQuade | Greg Merson | Erica Santiago
- 2. A new category for the 1950s
- 3. Logo evolution 1992 - 1999 1999 - 2004 2004 - 2005 2005 - 2009 1959-1975 2009 - Present 1975 - 1992
- 4. FRIENDLY MATERIALISTIC EGOTISTICAL TRENDY IMAGINATIVE Current Personality
- 5. SITE SOCIAL MEDIA Digital presence focuses on fashion
- 6. ITS ALL ABOUT BARBIE SHOP TILL YOU DROP Barbies self-absorption and consumerism
- 7. Too many messages = brand confusion
- 8. A brand in decline Sales declined 16% in 2014, and have steadily declined over the past 3 years. Brand is affected by age compression, a shift to interactive toys, and toys with stronger ties to stories and the entertainment industry. Barbie is perceived as less trendy and less of a good value today than in 2012. Barbie is considered more prestigious and authentic than in 2012. Nostalgia is the main driver of the Barbie brand in 2014.
- 9. Monster High 100% Interest Over Time - Google Shopping US 80% 60% 20% 40% FrozenAmerican Girl Ever After HighBarbie Search interest in the brand has flattened
- 10. DOLLS ELECTRONICS ARTS & CRAFTS APPS Competition: More than dolls
- 11. Losing relevance and differentiation
- 12. A four year old girl is playing with a Barbie doll; I perceive her life and family to be... Barbie is perceived as ordinary and normal
- 13. The Barbie brand is in decline because of age compression, a lack of true inclusivity, and an outdated worldview. We plan to leverage Barbies iconic status with a reimagined approach and renewed priorities to create a story that makes her more relevant, accessible, and exciting, so that daughters are proactively asking Mom to buy me a Barbie! Lack of inclusivity and outdated worldview
- 14. THE FUTURE OF BARBIE
- 15. SHIFTING FROM ME TO WE
- 16. SHIFTING FROM ME TO WE
- 17. I WISH MY DAUGHTER WOULD SPEND MORE OF HER PLAYTIME
- 18. REIMAGINING PLAYTIME AS INCLUSIVE FUN
- 19. To Mothers and Daughters in the market for a new favorite toy, the Barbie family is your EXCITING and FUN choice, providing COLLABORATIVE, EMPOWERING, and ALL-EMBRACING experiences; experiences that promote HEALTHY and POSITIVE values while also creating memories that will last a LIFETIME. REFRESHED BRAND POSITIONING
- 22. Move playtime outside of your playroom: BRINGING NEW BARBIE TO LIFE Make Barbie about activity and collaborative, imaginative play and less about shop till you drop Barbie Parties: Barbie dolls are more fun when your friends come over and bring their dolls into your world - each doll has their own unique personality and culture Mom and daughter creating bonding experience
- 23. Playtime should mean spending time outdoors with good friends: Grab your Barbie and meet your friends at the park to continue to build adventures together Post a photo of you and your friends with your dolls and Mattel might feature you on the Barbie app! #BARBIEBUILDS BRINGING NEW BARBIE TO LIFE
- 24. #BarbieBuilds
- 25. DIGITAL STRATEGY: STREAMLINED BARBIE APP
- 26. DIGITAL STRATEGY: SOCIAL MEDIA CAMPAIGN
- 27. DIGITAL STRATEGY: THE STORY OF YOU
- 34. By reimagining the classic Barbie brand values with a focus on COLLABORATION and INCLUSIVITY, the new and improved Barbie family will encourage active, social, fun, and POSITIVE value-based playtime, inspiring and EMPOWERING a new generation of Barbie fans, and making Moms PROUD to purchase Barbie brand products for their Daughters. BRINGING BARBIE BACK
- 35. REIMAGINING BARBIE Chris Alexander | Greg Bienemann | Elizabeth Kohli Meg McQuade | Greg Merson | Erica Santiago
- 36. APPENDIX
- 37. PACKAGING & RETAIL DISPLAY LOGO EVOLUTION 1975 - 1992 1992 - 1999 1999 - 2004 2004 - 2005 2005 - 2009 2009 - Present (1959 - 1975 50th Anniversary)
- 38. They dont really have exposure to Barbie dolls because they dont watch linear TV so they dont see ads. They do watch Barbie on Netflix, but they dont associate it with a product they can buy. -Larry Shes too young for Barbies. She has one but doesnt play with it. She prefers Disney character stuff to Barbie. -Marni I worry about the "message" that Barbie sends little girls. But I also really loved Barbie so I'm conflicted! Honestly, I think that as it stands right now I probably wouldn't buy Abigail a Barbie. -Erin Shes okay with Barbies, views them as just toys, not role models. She prefers Everafter High and Monster High dolls because they come with elaborate back stories, whereas Barbie is just Nurse Barbie etc. -Gabby Survey Insights
- 39. - Aligning under #BESUPER: superhero, superstyle, superstar - Emphasis on empowerment, inspiration, and style - Many messages, leading to brand confusion - Barbie sales declined 16% in 2014, compared to a 2% decline for other Mattel Girls brands - Barbies brand equity has been steadily declining amongst parents of girls under the age of 12 over the past 3 years Brand Sales & Equity Brand Perception Brand Strategy - Barbie is perceived as less trendy and less of a good value today than in 2012 - Today, Barbie is considered more prestigious and authentic than in 2012. Nostalgia is the main driver of the Barbie brand in 2014 Today: The Barbie Brand is in Decline
- 40. Female Empowerment Age Compression Shift to Interactive Toys De-emphasis of Linear Advertising Maker Movement Open-Ended Playtime Mini Madness SMART Play Inclusion of Back Story Trends in the Toy Market
- 41. Brand History 1959 Introduced by Ruth Handler, cofounder of Mattel 1961 Ken introduced 1988 First Hispanic friend, Teresa, introduced 1997 Talk with Me Barbie introduced 1963 1968 1971 1986 1992 2004 2009
- 42. Introduced in 1959 by Ruth Handler, cofounder of Mattel Barbie filled an untapped niche for teen and adult dolls in America At the time, baby and toddler dolls dominated the market Over the next 55+ years, hundreds of Barbie variants have been introduced, along with numerous complementary toys The Barbie doll has become an iconic symbol of childhood, and America, across the world The Barbie brand today is about more than just the doll; it is about inspiring and encouraging young girls to express and explore their individuality Brand History
- 43. Barbie The Teenage Fashion Model doll debuts at Toy Fair in New York. Barbie: Timeless Style Barbie gets a boyfriend named Ken. She also becomes a ballerina, flight attendant and registered nurse. Barbie is an astronaut. Barbie gets her first Hispanic friend, Teresa. The first Barbie in the (Christmas) Holiday Series is introduced. Barbie gets her first Asian friend, Kira. Barbie goes high tech. Talk With Me Barbie gabs up a storm with the help of a CD-ROM and computer. Barbie turns 40. 1959 1965 1990 1999 1961 1988 1997
- 44. Parents of female children under 12
- 46. Current Consumer TARGET MARKET UNMET NEEDS - More children trending towards interactive games on mobile/tablets - Barbie not aligned with entertainment industry, which is driving toy sales Interplay between 2 dynamics: - Moms thirst for nostalgia - Childs attraction to the product PURCHASING PROCESS - Barbies core demographic used to be between the ages of 3 to 12, but is now a more narrow 3 to 6 - Target market is not only shrinking, but getting younger