Plan De Marketing Barbie

BARBIE in ITALY
International Marketing Plan

MKT 362
Presented by
Stefano Chang, Beatriz Fernandez, Juergen Fitschen,
Charles Gales and Carolina Rivas

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Mattel Inc. Company’s background
Country analysis: Pest
Industry analysis: Porter’s 5
Customer analysis
Competitor analysis
• Giochi Preziosi
• Hasbro

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Mattel inc. Swot analysis
Marketingstrategies and objectives
Entry mode
Marketing Mix
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Product
Price
Promotion
Place
Physical evidence
Process
People

Conclusion

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Mattel was founded in 1945 by Harold
Mattson and Elliot Handles
Its operations cover 150 countries
around the globe
With US $ 3.6 billion in retail sales
worldwide and 31 million visits per
month to its website, Barbiereportedly
the strongest girls brand in the world
The company’s portfolio of brands and
products includes:
Barbie
Fisher-Price
American girl
Hot Wheels

Country Analysis: PEST
POLITICAL
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short-lived
and unstable
regimes
high level of
instability in the
country
new regulations
and policies
Tax cutting and
fiscal reforms
Reduction of
unemployment

ECONOMICAL•
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The northern
regions are highly
developed
The south has
retained their
traditional culture
and political
systems
GDP growth has
been minimal
recently (04% in
2003)
Inflation was kept
at average level of
2% in recent years
Budget deficit
breached 3% EU
ceiling

SOCIO-CULTURAL
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Decrease in
birthrate.
Ageing population
Very fashionconscious – may
have bearing on
dolls outfits
The taste for games
is diverging into the
video games

TECHNOLOGICAL
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More significant
effect for the market
of video games
which is strongly
committed to
advance technology
attention to detail –
machinery and
manufacturing
on-line shopping for
kids and parents
Introduction of
innovative products

Industry Analysis:Porter’s 5
Threats of new entrants
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Low trade barriers among the EU
countries
The cost for setting a new business is
not high in terms of renting premises,
suppliers and advertising (depending
on which region the business is set)

Power of buyers
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High: Thanks to a strong Euro over the
American Dollars, Italian consumers
are more likely to spend more on luxury
goods.High bargaining power as consumers
can easily switch to local toys
manufacturer’s products
Relatively low brand loyalty
High retail structure for traditional toys
through supermarkets, hypermarkets
and independent outlets

Power of suppliers
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Main supplies come from East and
Southeast Asia
High bargaining power as there are a large
number of them (very basic raw materials
forthe production of toys)

Power of substitutes
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High: increasing penetration of imports of
low-cost products from East and Southeast
Asian countries (imports from the Far East
has accounted 25% of sales in 1999)

Competition
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Large number of competitors
Increasing competition from electronic toy
manufactures, which has led to a decline of
traditional toys by 2% in the recentyears
while the market for video games has
grown of 41%.

Customer analysis
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Geographic
although potential customers are evenly spread across the country, Mattel
will open its initial stores in the northern part (Milan, Turin)

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Demographic
the Italian population is mostly represented by female, with children
within 0-14 years representing the 14.2 % of the total
maincustomers (parents or relatives) within the range of age between
25-44 represent 30% of the population

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Psychographic
collectible versions for Barbie will have a stronger impact in the north where
people’s wealth is higher (Fashion concern is higher)

(MINTEL REPORT – JANUARY 2005)

Competitor Analysis:
Strengths
Market leader in Italy
Local knowledge
Multi-dimensional philosophy...