How would you classify Barbie as a product - as a convenience, shopping, or specialty product? Discuss why you chose that particular classification given the amount of shopping effort required by consumers to purchase a Barbie and the strategy utilized by Mattel to market Barbie.
American Girl, another line of popular dolls, also is manufactured and distributed by Mattel. Contrast the American Girl marketing strategy with that used by Mattel to market Barbie. Where do the strategies differ and where are they similar?
Discuss the various marketing strategies Mattel executives may use for Monster High as it progresses through the stages of the product life cycle. What aspects of the marketing mix should be emphasized at each stage and discuss why you believe those aspects are most important.