Wednesday, November 21, 2012

Developing and Managing Products



  Barbie products  can be considerate as the most innovative. The company is always putting into the market new things. Mattel likes to be innovative, we know this because with Barbie they have changed her face through the passing decades and there are Barbie products coming into the market most of the time. A product can be new to anybody who does not know about it, however in the case of Barbie is difficult to find a person who do not know about this doll. Barbie is very popular as cause of the innovation the company always trying to launch new Barbie lines and products. When we see any of those old Barbie commercials it make us think that our mothers play with the dolls, that we played with 
them and that in the future our daughter will collect or play with them, also.
        In 2003-2004 Mattel launched the first wave of Cali Girl. These dolls became the highest selling Barbie doll that have been created. The success was thanked to the new development and design of the doll which catches the attention of the consumers. I still can remember my Cali Barbie and my Cali guy. I wanted to collect all the dolls but I could not do it. I like to remember my childhood because it was a moment of playing, running around and asking mommy or daddy to buy a new Barbie doll. On the other hand, as we know Mattel, Inc. is the world's largest toy company based on revenue. This of making high profits from their products is cause by the new product development process. With this process the company examine the product and the market before the toys are to be launched in the market. For example, Barbie is a doll that have growth through every generation. The doll never fall because is always changing and that what consumers like.


                               THE CHANGE IN BARBIE DOLLS 

        When a Mattel is to make one of those new Barbie lines or products they have to follow first the steps of the new product development process. The first one is the New Product Strategy which lead them to different ideas of the product they creating. The second, is the idea Generation this idea deals more with the need for consumers and customers. Then we have the Idea Screening which is to eliminate ideals that does not help the product. Then, we have the Business Analysis which is when the business is study and where they get calculations of demand, profits, etc. In the development the company make the prototype of the product. Then, we have Test Marketing where the products or the toys are introduced to the market in limited proportions. The last stage is the Commercialization, where the big production, inventory, shipping, etc, start. The production of Barbie would not be possible without following these steps, that why many companies fails.
       Barbie dolls and accessories do not have problem to sell into the big retails or smalls because even when the company follows the process of development they still need to make advertisement and promotion. So, that way the market is targeted and the product be known by the consumers.

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