Barbie Marketing Action Plan: Digital Transformation Strategy

This report presents a marketing action plan for Mattel Inc.'s Barbie, focusing on reinventing the brand for the digital era. It addresses the challenge of traditional toys losing popularity to interactive and intelligent devices. The plan emphasizes integrating digital technology and player interactivity with educational capabilities, responding to the shift towards table games and technology detoxification. Key actions include developing user-friendly apps with educational content, targeted promotional strategies across diverse market regions, establishing robust online distribution channels, and implementing competitive pricing. The report recommends a focus on customer satisfaction and creating a motivating work environment to foster creativity and productivity. The ultimate goal is to secure a niche in the international digital game market while maintaining market share.

BARBIE MARKETING PLAN ACTION PLAN 1
Barbie Marketing Plan Action Plan
by (Name)
The Name of the Class (Course)
Professor (Tutor)
The Name of the School (University)
The City and State where it is located
The Date

BARBIE MARKETING PLAN ACTION PLAN 2
A C T I O N P L A N
I S S U E D E S C R I P T I O N
Barbie is a revolutionary game changer with customer-focused features and interactivity. The game market has undergone dynamics of technological
changes with the development of smartphones coupled with gaming capabilities. Barbie game will integrate digital technology and player interactivity
bundled with educative capabilities. This is in response to the changing market perspectives on gaming which has shifted to table games and technology
detoxification (Siitonen, 2007). The company looks forward to building apps for kids for table gaming and detox with educational aspects.
D E S I R E D O U T C O M E
Mattle Inc. aims to introduce the innovation into the market together with its mainstream traditional gaming products in its reinvention strategy. The
company aims at introducing digital games with interactivity and educational benefits to the players. The company target to acquire a niche in the
international digital game market.
A C T I O N P L A N S P O N S O R
The business plan has been prepared to reinvent Mattel Inc. market and marketing strategy and plan. Therefore, the organization has come up with
innovative games away from their traditional games, by integrating technology and learning into them.
STRATEGIC
ACTION
PARTY / DEPT
RESPONSIBLE
RESOURCES
REQUIRED STAKEHOLDERS CONSTRAINTS METRIC DATE
DUE
PERCENT
COMPLETE
D
COMMENTS
Product
design
Company
software
programmers
and engineers in
the department
of Research and
development,
marketing and
sales
departments
The team
require
computers,
website
hosting, and
internet
services
Software
developers and
engineers
The human
resource needed
to develop the
app.
Integrated
technology
and
educational
aspects
Pre-test
drive for Barbie
game
Research and
development
Internet
and web
hosting and
financing of
the test
Prospective
customers,
software
developers, and
engineers
Number of
prospective
customers to test
the software
Satisfacti
on of the
stakeholders
Preliminary
promotions of
the Barbie
game
Department
of sales and
marketing and
research and
Internet
marketing,
online
adverting,
Sales and
marketing team of
Mattel Inc.
Promotion
channels and
human creativity
The
response of
the product
in the

BARBIE MARKETING PLAN ACTION PLAN 3
development
team
financing of
the
promotions
market
Full launching
of the product
Sales and
marketing
department
Exhibition
for launching
the game.
Mattel Inc.
employees and the
public
Online
platform
coverage
Product
launch
Full
marketing and
sales of the
product
Sales and
marketing
department, the
finance
department
Online
marketing and
advertising,
specific
websites for
the app
downloads
Sale team and
developers
Online
platform
coverage and
financing
Downloa
ds and
subscription
of the
customers
ADDITIONAL NOTES
Recommendations:
1. Product: (Learnmarketing.net, 2017) Barbie games should have excellent user interfaces suitable and friendly to the kids. User friendliness of any
app dictate the usability, and the satisfaction gained thereof. The game interaction with the player should be educational to the extent that parents
feel the need utility of the game to their children.
2. Promotion: (Liao, Shen and Chu, 2009). The target market is wide and therefore subdividing it into small market regions is critical. This will
ensure proper responsiveness to the needs of the certain region with regard to marketing. The company should use various promotional methods to
create customers aware of the game. New sales representatives should be employed to assist in creating awareness using online platforms and
exhibitions and also assist in developing new distribution outlets. The company should hire trainers to train sales forces in the new gaming
products and the marketing approaches used. This will be within the company’s sales support budget based on an average salary and benefits cost
for each position. The advertising level for the game will be determined by the competition from the leading game companies and their market
share in online and digital games. The company should advertise more aggressively to build on customers’ awareness and to avoid being
overshadowed by other already established digital games. Although the company traditional games are still popular, migrating to the digital
platform things might not be the same and a different market model should be used. To gain an advertising voice and market index, the company
needs to invest in the sales team by providing enough facilitation and resources.
3. Distribution: After launching the product the company should embark on introducing the game to its main market segments in America and within
one year go international. Due to the product newness in the digital world, there is need to establish strong distribution channels. The company
should establish an online web repository for the games distribution. The online distribution channel is the main link with customers that the

BARBIE MARKETING PLAN ACTION PLAN 4
Mattel Inc. should target (Optimus01 - Online Thinking, 2018).
4. Pricing: the price for Barbie game should be one for fishing and hooking the interests of the customers. The company should consider the general
prices in the game market and come up with the competitive pricing strategy for Barbie. In setting up the price, the newness of Barbie in the
digital market should also be considered as a contributing pricing factor. The company should aim at maintaining its market share as in the
traditional games market.
5. Management: Mattel focus should be on the satisfaction of the customers. It should have an overhaul change in organizational structure and create
a working environment where all workers felt motivated and identified with the products of the company. This will improve their creativity and
productivity.

BARBIE MARKETING PLAN ACTION PLAN 5
References
Liao, S., Shen, Y. and Chu, C. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour.
International Journal of Consumer Studies, 33(3), pp.274-284.
Learnmarketing.net. (2017). Marketing Mix (4P's) Price And Pricing Strategies. [online] Available at: http://www.learnmarketing.net/price.htm [Accessed
24 May 2018 ].
Optimus01 - Online Thinking. (2018). Why Is Online Marketing So Effective? | Optimus01 - Online Thinking. [online] Available at:
https://www.optimus01.co.za/why-is-online-marketing-so-effective/ [Accessed 24 May 2018].
Siitonen, M. (2007). How Does Online Gaming Affect Social Interactions?. [online] ScienceDaily. Available at:
https://www.sciencedaily.com/releases/2007/09/070915110957.htm [Accessed 24 May 24, 2018 ].