Assignment:
One of the best examples of integrated marketing communications (IMC) we could find was Mattel's for the new Rapunzel Barbie. The movie character/doll whose ankle- length blonde locks cascade down her pink ball gown, was released on the same day in 2003 in 59 countries, including the United States-the company's biggest product launch ever. In 2003, the first year, Rapunzel Barbie and related merchandise generated $200 million in global sales, nearly half of that outside the United States. Mattel no longer makes Asian-featured Barbies.
Two developments at the time were changing kids' tastes. One was the rapid worldwide expansion of cable and satellite TV channels, which along with movies and the Internet exposed millions of kids to the same popular icons. For example, Walt Disney Co. then operated 24 Disney-branded cable and satellite channels in 67 countries outside the United States-up from 0 a few years earlier . The other development was the widening international reach of retailing giants such as Walmart Stores Inc., Toys "R" Us Inc., and Carrefour SA, which had opened thousands of stores outside their home markets. Increasingly, the mass retailers entered into exclusive deals with toy and consumer-products companies, allowing them to stage huge, coordinated promotional campaigns
For example, when Rapunzel Barbie had its debut, Walmart stores in South Korea and China hired local women to dress up like the doll and greet children as they entered. At the same time, the Mattel TV ad campaign was broadcast around the world in 15-, 20-, and 30-second spots-in 35 different languages. Mattel's Barbie website, which has eight language options, featured Rapunzel stories and games. A computer-animated movie, called Barbie as Rapunzel, was broadcast on TV and released on video and DVD around the world, and it was even shown in some theaters overseas.
In Madrid, the launch was accompanied by a "premiere" of the movie and special promotions of comb sets and other accessories at Carrefour stores across Spain. After attending the premiere, the kids could and did buy the dolls. For some parents, this meant Christmas shopping later in the year at the often frenetic Toys "R" Us in Madrid for stuffed dragons from the movie or a Barbie laptop computer, a Barbie kitchen set, a Barbie travel van, and a host of other Barbie gadgets and accessories.
Nowadays, few American companies sell toys in the Islamic world. Mattel, the world's largest toy company, has no plans to do so. Perhaps Disney's Jasmine will well sell there, though she's actually inappropriately dressed for many of Islamic faith. Jasmine is just one of the series of "Princess" dolls aimed directly at Barbie's dominance of the doll category. Snow White, Pocahontas, Mulan, and, most recently, Princess Tiana are others in the band. Their diversity may have broader appeal. Disney uses pink in the packaging. Disney is also mindful of the fashion-conscious Barbie critics. Disney Princess is more about tiaras and wands rather than handbags and high heels. Where Barbie is more a role model, and therefore more objectionable to parents, Disney is putting its emphasis on the fantasy. Too bad someone isn't emphasizing education.
Indeed, too bad for Mattel-despite the comprehensiveness of successive integrated marketing communications strategies, sales of Barbie have remained slow. Competitors' more ethnically diverse products better reflect the changing demographics in the U.S. market, as well as, the rest of the world.
Sources: Lisa Bannon and Carlta Vitshum, "One-Toy-Fits-All: How Industry Learned to Love the Global Kid," The Wall Street Journal, April 29, 2003, p. A1; Charisse Jones, "Disney Adds African-American Princess Tiana to Royal Family," USAToday, February 16, 2009; Paul Ziobro, "Floundering Mattel Tries to Make Things Fun Again," The Wall Street Journal, December 23, 2014, pp. A1, 10; Tiffany Hsu, "Other Mattel Dolls Outdo Barbie," Los Angeles Times, July 18, 2013, pp. B1, \fs16 3; Elizabeth A. Harris and Tanzina Vega, "Race in Toyland: A Nonwhite Doll Crosses Over," The New York Times, July 26, 2014, online.
The various advertising, sales promotions-including the coordination with movies-and overall sales effort exerted by Mattel worldwide reflects a comprehensive ________.
-international public relations
-international advertising strategy
-international sales promotion
-integrated marketing communications plan
-noise
The package of satisfactions or utilities includes the primary function of the product or service, along with many other benefits imputed by the value and customs of the culture. In this case, the package of satisfactions received by the purchases of Barbie may be said to be _____________.
-the emphasis on fantasy
-the emphasis on education
-the fact that they are identical worldwide
-an integrated marketing plan
-cheap prices and availability
The problems associated with communicating to people in diverse cultures presents one of the great creative challenges in advertising. In this case which of the following represents an attempt at resolving this issue?
-Mattel's ad campaign being broadcast in 35 different languages
-Mattel's decision to no longer make Asian-featured Barbies
-Mattel producing 15-, 20-, and 30-second spot commercials
-Mattel's decision to no longer sell toys in the Islamic world.
One of the reasons American toy companies do not sell in Islamic countries is because of cultural differences. In the case of Jasmine, which is of Muslim origin, she may yet conflict with the local culture because ________.
-of embargoes
-of anti-Americanism
-it is too costly
-of the manner in which she is dressed
-no store would be willing to sell there