VP Of Marketing Negotiation

Topics: Dolls, Doll, Celebrities Pages: 3 (752 words) Published: November 7, 2013
A Newport Girl Doll Company
Role of Keller Montgomery, VP of Marketing

By Holly Schroth, Grace Chen, Christine Hamilton, Mary Lee, Monica Lin, Johnny Tong, Jason Wu

Since you have two daughters, one 8 and one 12, you
feel that you have a good understanding of the tween
market in addition to the industry knowledge you
have gained in your time at Newport Girl. You have
seen the popularity and high volume of pop music
sales among children and young teens and realize that
the majority of the girls purchasing pop music are
within the target age group for the pop star line of
dolls. Both of your daughters always want the newest
celebrity pop star products whether it perfume by
Jennifer Lopez or tee-shirts by Beyonce'. Because of
this, you think introducing a doll with a celebrity’s
face would drive huge sales for the company. Your
team’s research indicates that there is a large market
for a pop star line of dolls and a more moderate
market for a sports star line of dolls. Projected sales
volume for the pop star line is around 4,000,000 if
you could use celebrity likenesses. Sales volume
would be about half that amount without celebrity
likeness. This is the same sales volume that your
team projected for a sports star line of dolls with
celebrity likeness. A revamp of the Ashley doll only
has a projected sales volume of 500,000.
You think that Jennifer Lopez would be a perfect
candidate for the first pop star doll because she has so
much exposure due to the different industries she is
involved in: music, acting, clothing, and fragrance. If
such a doll were to be introduced, you feel that the 812 year age group is the most appropriate because of the actress’s sexy, risqué image. Since soccer is the
fastest-growing female sport in the U.S. and the
women’s U.S. soccer team is very popular among
tweens since winning the World Cup and Olympic
Gold, you think releasing a sports doll is also a good
way to create new sales for the company....
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