Market Strategy: Mattel

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Marketing planing

They started with wood products, first product: doll house. The introduction of Barbie was in 1959 at a Toy Fair in New York.In 1960 the popularity of Barbie declined. But through constant re-invention of Barbie and the rising popularity of lines including Hot Wheels, the company thrived. Product line:Mattel makes popular toys besides of Barbie such as Hot Wheels, Fisher Price toys, American Girl dolls. Polly pocket, Matchbox cars, UNO, Power Wheels. Mattel's dolls are sold nearly in every country. It has roughly 50 offices located around the world. Annual sales of 600 million dollars.

Advertising takes place at varying levels throughout the year and peaks during the traditional holiday season. Advertising includes television and radio commercials, magazine, newspaper, and internet advertisements, and social media. Promotions include in-store displays, sweepstakes, merchandising materials, and major events focusing on products and tie-ins with various consumer products companies.

Marketing strategy:

Mattel’s global marketing success can be linked to its new-product development effort. Mattel markets as much as 80 percent of its product offerings to a global audience, with just 20 percent geared to individual country markets. Mattel’s product introductions as well are global in scope. For example, Mattel launched Rapunzel Barbie on the same day in 59 countries supported by a televised advertising campaign broadcast in 35 languages. The widening international reach of retailing giants such as Wal-Mart, Target, and French-based Carrefour SA (the world’s second-largest retailer) also permits Mattel to coordinate its store merchandising campaigns on a global scale.

Licenses and Distribution Agreements
Mattel has license agreements with third parties that permit Mattel to utilize the trademark, characters, or inventions of the licensor in products that Mattel sells. A number of these licenses relate to product lines...
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