Barbie Shanghai is a barbie store that was created for Barbie
collectors
and people that like Barbie dolls. It was in 2011 when this store open its
doors to the public. In there you will find, Spa, Restaurants, Barbie
Products, Barbie Dolls, Clothes and much more. If you traveling to China
and you have time, go visit this store so that nobody tells you about it.
Barbie is willing to become the number one
doll of all time, well she has been. There is a lot of competition in the
market of toys and as cause of it, marketers work with different strategies, especially
in the global market. Barbie dolls are sold everywhere in the world. Barbie dolls
are manufacture in more than 45 nations and sold in around 150 countries. Barbie
is an iconic brand knows throughout the world and Mattel wants to change the
brand on its fashion to promote a more define global lifestyle brand. Mattel think
in success and goals achievement to present different Barbie branded products
from around the world. Barbie is the most diverse doll in the world. There many
different types of Barbie. We have Caucasians, Hispanic, African Americans, Asians,
etc.
Mattel create both retail opportunity and
brand-building position. The brand’s historical roots in fashion and Barbie’s
unique ability to inspire girls to dream discover and explore a world without
limits. Mattel gives the opportunity to many different stores around the world
to sell the doll and make many girls and collectors happy. However, Mattel. Inc
is creating their own store of Barbie collections and sells dolls. One example
of this is Barbie shanghai, which was created in china and is considerate the
biggest Barbie doll store all around the world. With this strategy Mattel
thinks that girls will feel more connected to the dolls. They trying to make
more Barbie stores in very modern and populate cities as shanghai. Mattel is trying to expand more and more Barbie brand in the future.
Barbie has been the most popular
doll since her creation. However there are certain factors that might affect
the marketing environment of Barbie dolls. For example, Barbie does not count
with her own store, so the doll is sale in many different retailers such as Wal-Mart
and Target. Another thing is that with the downturn of the economy the competitions
have been selling cheaper dolls which had made it difficult for the marketing
of Barbie dolls. In addition, this era of new technology is making children opt
for iPods, computer video games, etc, instead of choosing a toy as a Barbie
doll. However, these difficulties in the marketing environment of Barbie do not
mean that marketers are not working very hard to satisfy the costumers.
Mattel keep its
Barbie doll timeless and trendy. The doll has filled the fundamental need that
a girl can enjoy, that is to playing growing-up. As the time pass Barbie
change; we have many workers Barbie that have inspired girl to become
professional in a career. In the big list of those professionals Barbie we have
nurses, teachers, doctors, pilots, singer, artist, astronauts and more. Also,
we have different ethics Barbie dolls such as Hispanic and Asians. Girls with
Barbie have different option to choose. It is estimate that two Barbie dolls
are sold every second and that the average American girl owns eight versions of
Barbie. That is something that makes us stronger in the competition.
A success in
Barbie dolls can be accredits to Jill Barad, who worked as a marketing director
for Barbie and CEO in the 1997. One of his movements was to make of Barbie image
a constant one. He worked with a campaign called “WE GIRLS CAN DO ANYTHING”. It
was a success and Barbie sales went up to $100 million within a year. On the
other hand, Mattel relies on Barbie approximately 40 of its profits, and that
was when Eckert’s decided to configure the doll. First, Barbie was given a
slightly wider face that made her look less “waifish”. Second, Mattel stepped
up its merchandising effort in stores. One example, is the 200 Barbie boutiques
in Toys ‘R’ U. Third, the company segmented its further by marketing different
styles of Barbie of different age groups.
Also, Mattel pursued conservative growth opportunities that
carried minimal risk. The company has become a slower-growing but more stable consumer-products
company rather than a volatile, hit-driven toy company. As a result sales
bounced back, with total worldwide revenue up two to percent to $4.67 billion
worldwide. The company seems to be back on track even with this bad economy
affecting.
Mattel, Inc. is the
worldwide leader in the design manufacture and marketing of toys. They are
compromised with the best-selling brand as Barbie. Since her introduction Barbie
became one of Mattel number one girls’ brands in the world. Mattel has sold
more than 1 billion Barbie dolls in more than 100 countries. Today, Barbie line
include accessories, software and a large variety of licensed products such as
books, apparel, food, home furnishing, electronics and movies. As cause of,
products and the business environment Mattel claim to take a stand on ethics
and social responsibilities. This is because the company’s products are designed
primarily for children and it is responsible for social concerns about the
rights of children. Mattel is always
aware of how complicated business transaction can be as cause of the
international environment. Also, Mattel is conscious about the different legal
systems and cultural expectations that might cause ethical conflicts. Another thing
is the use of technology may present ethical dilemmas when it comes to privacy.
For those reason Mattel always try to
the best for the customers and the company. Dealing with social responsibility is
what Mattel does the best, Mattel always tries to makes people happy and their
employees. They give, they promote and they help. One example, of a recent
social responsibility which is more than a social responsibility is the bald
Barbie which will be a friend of Barbie will be donated to hospital treating
children affected by hair loss in USA and Canada. The company will also make
monetary donations for Children’s Cancer and the Alopecia Areata Foundation.
On the other hand Mattel
Inc. is making serious commitment to business ethics in it dealing with others
industries. In 1997, the company completed its first full ethics audit of each
of its manufacturing sites as well. The audit revealed that the company was not
using child labor or forced labor, a problem plaguing other overseas manufacturers.
An example, of how Mattel deals with its unethical problem was the toys that
were made in China which have problems with lead painting and choking hazard. They
took all of them out of the market including Barbie dolls and accessories. Then
they began cutting relation with foreign countries manufactures that cut
specification in the product. Mattel, Inc priority is to make people feel
secure when buying their products, not insecure. So, this what make the company
strong their ethical and social responsibilities behaviors.
THIS IS THE NEW HOLIDAY
BARBIE FOR 2012, IS NOW AVAILABLE FOR THOSE WHO WANTS TO HAVE ONE OR FOR COLLECTIONS. HERE ARE SOME LINKS WHERE YOU WILL FIND THEM ONLINE. I HOPE YOU HAVE HAPPY HOLIDAYS WITH YOUR NEW HOLIDAY BARBIE.
Mattel has been always successful with its toys. However,
the brand that stands out the most is Barbie as causes of the variety this doll
provide. This doll has not only received the love of girls from the United
States but also from all around the world. Barbie has become through the years
a doll more specific for collectors, but that does not mean that a girl cannot
play with them. For more than 50 year Mattel Inc. have had a good relationship
with it suppliers, thus, more than ever Barbie Brand is selling.
The reason for
Barbie to never go down is that Mattel maintain a variety of different types of
dolls, accessories, clothes, houses, games and even movies. Those are things
that can make the childhood of a girl diverse and entertained. But, not only have
these things contributed to the popularity of Barbie, the qualities of the
dolls have satisfied the needs of the consumers. Therefore, Mattel Inc. is
trying to avoid the low cost manufacture in foreign countries, such as China to
make toy that are more durable and healthy for a kids. Barbie is a time classic
doll; the brand is stronger than others brands. Even when the competition of
dolls in the last years has been strong, Barbie has maintained it rank on the
tops. It is estimated that Barbie is sold in more than 150 countries and that
every second three Barbie dolls are sold. This doll has appeared in movie such
as Toy Story 2 and 3. Barbie is becoming popular in the matter of costumes,
make up etc. Also, Barbie debuted in fashion shows as Lakme Fashion week of
2009, where the popularity of the brand increased. Barbie might not have their own
store but they are sold in any retail or in various websites such as:
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