Thursday, July 08, 2010
Posted by thedollcafe at Thursday, July 08, 2010
I found this interesting article today called "Case Study - Barbie." The article describes how Mattel went about marketing the Barbie brand in China. Since the Barbie doll is not a doll that most mother' have grown up with in China, Mattel is using the store as a shopping experience that will actually bring the consumer to a one stop boutique featuring products and services like a spa, a make-up counter and clothing. The article relates that Mattel is using the store almost as an experiment to see what will help them sell more product, i.e. dolls. I thought this was very interesting. I've always thought of Barbie as a doll, not a brand. The more I thought about it, this is an impressive marketing scheme. Actually, I would love to see more Barbie and Mattel branded product than the dolls and I would love to see it in a one stop shop store like Shanghai's store. It would certainly help sell more product! According to the article, this may not be feasible in many markets. What do you think?
Categories Superstar Barbie