Last Monday our team talked about brand revitalization. Now, Mattel is going to put the Barbie onto the internet: a $60 device that connects girls to a new Website, BarvieGirls.com. Mattel is hoping that Barbie Girls will invigorate the brand and serve as case study in how a 1950s-era business finds its place in the Digital Age.
In my point of view, Barbie is worth revitalizing based on the revitalization requirements scorecard: It is premium position, slightly under-advertised, wildly distributed, and has long-held heritage and distinct point of view. Besides, the aging cause for them is the offer, since kids right now spend lots of time on the internet and thus the traditional Barbie became a little obsolete.
But, how Mattel can turn this into cold, hard cash? The Company will sell snap-on accessories to dress up the Barbie Girls device, much the way people customize cell phones and iPods. But unlike some gaming companies, Mattel won’t charge real money for virtual clothes and accessories; its goal is still to well dolls, not run a Web business.
Reference Article:http://www.businessweek.com/magazine/content/07_19/b4033084.htm?campaign_id=rss_daily
BarbieGirls.com:http://www.barbiegirls.com/
No comments:
Post a Comment