Mattel

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Information about Mattel
Entertainment

Published on November 2, 2007

Author: Roxie

Source: authorstream.com

Milagros Aleman Marketing Director Girls Mattel Latin America March 7, 2003:  Milagros Aleman Marketing Director Girls Mattel Latin America March 7, 2003 Slide2:  Global Brands Mattel in Latin America Specific Challenges Barbie Differences vs. Similarities Recap Slide3:  Mattel in Latin America Wholy owned subsidiaries in: Mexico Chile Venezuela Argentina Managing Uruguay and Paraguay through distributors Colombia Brazil Export division moving from CA to FL Managing Central America, Caribbean and rest of South America with offices in Costa Rica, Guatemala, Panama, Pto. Rico, Dominican Republic and Peru. Slide4:  Specific Challenges Ever changing environment: Devaluation Social unrest Political instability Talented Professionals “Change” masters: Roles become more dynamic Focus, focus,focus! Inflation Rules Slide5:  Specific Challenges Barriers of entry: Duties and tariffs on imported toys Food and cosmetic imports Specific regulations Importer vs. manufacturer Testing and compliance with specific norms. Customized products Slide6:  Specific Challenges Day to day business: Product relevance Concept/Theme Retail price Seasonality Competitive environment Local manufacturers Distributors Knock off products Commercials adaptation Slide9:  ﴀ ﴀ Differences vs. Similarities Little girls like the same things. Play patterns are similar: Nurturing Water Play Fashion Play/ Dressing up Hair Play Fashion and trends travel fast! Music TV & Movies Internet Slide11:  Differences vs. Similarities Little girls have birthdays! They are invited to parties. There are always occasions for gift giving: Christmas Three King’s Day Children’s Day Slide12:  Differences vs. Similarities Product: Target retail pricing. Themes not always relevant: Cheerleader Tooth Fairy Customized products (season driven): Halloween Easter Customized products (customer driven) Packaging 4 languages Window/closed box vs. open tray Master Carton Sizes Slide13:  Thinking Global Acting Local Product development done in ES: Regional “Brand Champion” Structure Europe, Asia and Latin America Feedback to ES in product development Worldwide research Global brand strategy applied locally according to specific needs Barbie is the #1 Girls’ Lifestyle Brand Worldwide Slide14:  Thinking Global Acting Local Communication Strategy Commercials created in ES International only versions One WW creative agency Merchandising Styleguide Barbie.com Barbie Latina.com Barbie.com.br Slide15:  ﴀ ﴀ ﴀ ﴀ Product Launches Barbie’s friends – Midge and Alan, and their Happy Family – provide girls with a world of nurturing family play that encourages fun, imagination, and caring In Latin America: Strongest Test Results in Mexico Family oriented toy Mother’s Day launch Slide16:  Product launches and promotions Beach Segment: International only advertising Slide17:  Product launches and promotions Beach Segment: International only advertising (driven by Latin America) Innovation: Mermaid Barbie Slide18:  Product launches and promotions Promotions: Barbie of the Month in Mexico, Brazil and Chile Barbie “Siempre Pensando en Ti” in Mexico Slide19:  Product launches and promotions Promotions: Barbie as a “Birthday Present” Slide20:  Trendy Teens on the Scene! My Scene Barbie, Madison and Chelsea are totally cool teens who wear the trendy looks you want to wear! MY SCENE Slide21:  MY SCENE Live In Chile’s TV! Slide23:  Launch only two weeks after the US Barbie Cares: Barbie “siempre pensando en las ninas” Slide24:  MEXICO BRAZIL VENEZUELA Slide25:  ARGENTINA COLOMBIA Slide26:  CHILE Slide27:  ﴀ ﴀ Global Brands Never underestimate the power of the brands. Licensing/Partnerships International = Global Think global, act local. Adapt strategies to local needs Think global when developing strategies Share Best Practices Learn about the consumer Slide28:  THANK YOU Slide29:  ﴀ ﴀ

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