Project Report on Barbie Doll

Topics: Barbie, Mattel, Fashion doll Pages: 16 (4685 words) Published: January 10, 2011
Total words -4594|
GROUP NO. 01|

PGDM SEMESTER II
STRATEGIC MANAGEMENT CONCEPTS

PROJECT NO. 03

STORY OF BARBIE’S ‘SUCCESS’

SUBMITTED TO SUBMITTED BY Resp. Prof. Sham Sharma Abhinav Sharma M.A.(Lucknow) Amit Baliyan D.M.M.(London) Amit Prabhakar Faculty IPM Amit Kumar Amit Sharma Anjani Kumari

INSTITUTE OF PRODUCTIVITY & MANAGEMANT, MEERUT

CONTENTS

1. Acknowledgment 3

2. Introduction 4

3. Executive summery 6
4. SWOT ANALYSIS 7

5. QUESTION 1. 9 6. QUESTION 2. 11
7. QUESTION 3. 18

8. CONCLUSION 20

9. BIBLIOGRAPHY 21

ACKNOWLEDGEMENT

"Work is Worship"- so goes the old adage, Herculean task have been overheard by dedicated and concerted effort of various people who have sensibly and systematically blended their thoughts. We acknowledge deep sense of gratitude towards our guide, Prof. Sham Sharma for giving us time and support. We would like to extend our thanks to all the people who have directly or indirectly contributed to this assignment.

Introduction of Barbie doll

In this case study we find that there is doll named Barbie, which is first introduce in 1950, when Ruth Handler, one of the founder of Mattel Co, asked Mattel’s designers to design an adult looking doll for children. In 1955 we can get that it was the starting of innovative idea to make this doll by Ruth when he was on vacation with his family. So after some time in 1959, Barbie first introduce in American in a toy fair, the first Barbie was introduce in black strip swim wear, which was not acceptable by the mothers, because they thought that it would leave a bad effect on their children. After the entire first Barbie sold in the first year351, 000 units.

If we talk about the building up an image then we find that Barbie fashion were based on the philosophy that the doll sells the clothes and the clothes sales the doll so the company also add some other gadget we find continues changing in Barbie model as in the 1961 Barbie got new bright blue eyes and so on. In the continuous series of Barbie we find Barbie little sister in 1964, Barbie was touching sky limit in selling. In the 1980 Barbie represent the disco culture along with ken and her friends Denney and Marie, and in 1988 happy holidays Barbie doll exhibit and the process of changes in Barbie is continue, again in 1990s Mattel’s realized that Barbie needed to became techno savvy. In 1996, Mattel launched Barbie fashion design, a CD- Rom, according to the survey it become the fourth best selling game for that year with the sales of around 353,409 copies with in the first three months of its launch. By 1995 Barbie has presented 90% of the US market and 2.5 dolls were sold every second. According to company sources, by 2002, more than 1 billion Barbie Dolls were sold worldwide.

If we talk about the Barbie’s image according to the case study the awe find that one of the reason for Barbie success was its adaptability to changing trends. It...
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