Assume you are the product manager for Barbie (Mattel Toys). What is your Brand strategy and what is your product Strategy?
Describe how the product will differentiate itself through its (Form, Features, Performance Quality, Conformance Quality, Durability, Reliability, Reparability, Style. NOTE: Many products may only differentiate themselves on one of the elements above, while other products may differentiate on a combination of the above. For this case study, provide a bullet point or two as to what element above differentiates Barbie from the competition and what exactly that difference is.
Product Plan
Is this a single product or product line?
Product Lifecycle
• What phase of the product lifecycle is this product on?
Consumer Roles
• How does the brand convey info on product (quality, service, features, ect)?
• How will people assign meaning to the brand through experiences with the brand?
• How will the brand reassure confidence in the consumer on making a purchase?
Company Brand Roles
How will the brand leverage its strengths against the competition?
Brand Identity
Provide a one sentence summary of unique qualities attributed to the brand.
Brand Equity
Briefly in one to two sentences describe how the brand will effect Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association, and/or Brand Assets (Note you do not need to address all of these, only the ones prevalent to the brand). Is this brand Stand Alone, Family, National, Store, and/or Co-Branding
Packaging / Labeling
In one to two sentences describe how the brand will be reinforced through it’s packaging/labeling.