Barbie's Success Story |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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"Most toys are only popular for two or three years, but Barbie has been popular for decades and she shows no signs of weakening." - Frank Reysen, Editor, Playthings, in 1998.1 "The challenge with Barbie is that it's a 41-year-old brand, and little girls today are nothing like little girls of 41 years ago, the challenge is to continue to reflect who girls are today." - Chirs Burns, Editor, Toy Report Weekly in 2000.2 "We know we're going to have to stay on our toes to keep up with what girls want, Barbie has always reflected what girls are interested in. Today that is fashion, hair, activities and technology. We've got very cool products that appeal to these girls right now." - Adrienne Fontanella, President, Mattel Co. in 2000.3 Barbie - The Icon of Amercian Culture
Barbie's Success Story - Next Page>> 1] "Mattel Relies on Dollhouse Diva Barbie's Big Business", www.abcnews.com, June 11, 1998. |
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