International Marketing

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International Marketing Pre-Course Assignment

Low Kiam Ting / 11206284 / BSC40C-MKT3002S

Table of Contents
1. Case 3.1: Banning Barbie® ............................................................................................ 2 1.1. Introduction to Barbie®............................................................................................ 2 1.2. Barbie® as a collectibles ......................................................................................... 3 1.3. The Top Fashion Capital, Paris ................................................................................ 5 1.4. Islamic Prejudice ..................................................................................................... 6 1.5. Conclusion ............................................................................................................... 7 2. Case 5.1: What Teens Want............................................................................................. 8 2.1. Market Segmentation ............................................................................................... 8 2.2. Teenagers ................................................................................................................ 9 2.3. Brazil .................................................................................................................... 10 2.4. Geert Hofstede Cultural Dimension ....................................................................... 11 2.5. Teens in Brazil ....................................................................................................... 11 2.6. Conclusion ............................................................................................................ 13 3. Reference List .............................................................................................................. 14 4. Appendix ...................................................................................................................... 17

Word Count 3486

Page 1

International Marketing Pre-Course Assignment

Low Kiam Ting / 11206284 / BSC40C-MKT3002S

Case 3.1: Banning Barbie®
Introduction to Barbie®
A very successful toy industry leader, Mattel’s mission is to be a sustainable company today and tomorrow and their vision, closely aligned with the mission is to be the World’s premier toy brand today and tomorrow. One of Mattel’s flagship brands has been the Barbie® doll. Launched at a time, when the world was just recovering from two world wars, for the first generation owners of Barbie® doll, she represented independence and a sense of identity (Sharma, 2008).

The Barbie® doll image was derive from a three-dimensional version of a promiscuous comic strip character named Lilli, who appeared in a tabloid newspaper in Germany during the 1950s (Rand, 25, 32). The original Bild Lilli doll was intend as a pornographic pleasure for men and sold in tobacco shops and bars. Mattel negotiated for the rights to Lilli and bring her back to America, redesign and sold as Barbie®. Her sexy image (see figure 1) was transformed slightly to elicit a more ‘‘wholesome’’ image (MacDougall, 2003). Barbie® doll image has uprooted from its culture of origin and redesigned to suit American social and cultural values effectively become an American cultural icon (Ebersole and Peabody, 1993).

Figure 1: Lilli doll transformation to Barbie® after acquisition by Mattel

Word Count 3486

Page 2

International Marketing Pre-Course Assignment

Low Kiam Ting / 11206284 / BSC40C-MKT3002S

Barbie® was first introduces in 9 March 1959 (Barbie®’s birthday, Facebook/Barbie®, 2012) as a teenage fashion model at the New York Toy Fair accompanied by a massive advertisement campaign (Grant, 2000). Barbie® was target for 10-12 years old girl segment where the girls see themselves as the beautiful little doll and inspire to be like her, to get dress up in different looks and styles for birthday parties,...
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