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Chinese Barbie Marketing Strategy

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Barbie communication across culture
Barbie is a plastic vinyl doll with a figure of an adult woman. Initially, Barbie was marketed as a glamorous, physically developed teenage fashion model with a range of fashion accessories. With her hair in a ponytail, and dressed in a black and white stripped bathing suit and glasses, Barbie proved an instant and phenomenal market success among young girls. In 1961, Mattel brought out Barbie’s ultimate ‘accessory’- her boyfriend, the fashion conscious Ken. Barbie has no parents or offspring. Over the years Barbie has become very popular among young girls. It is estimated that since 1959, over a billion Barbie doll representing over 45 nationalities and 80 occupations have been sold worldwide. It is estimated …show more content…

The dolls are customized to represent various cultures, regions and occasions. Their strategy is not just inserting one same product in different markets, but is modifying the product conception according to the cultural characteristics of each country and each market in order to enhance the product’s acceptability. Also success with Barbie lie in that it has never been allowed to mature. The company has kept up with the latest fashion and innovation with new and different types of dolls alongside its flagship blonde Barbie.
The Chinese Barbie evokes the exotic Far East with a costume inspired by those of the Qing Dynasty. The Egyptian Barbie wears a serpent ornament with a stunning golden crown inspired by the royalty of an ancient Egypt. The Moja Barbie perfectly reflects the grandeur of the African continent. Mattel has customized the Barbie doll for India as well by draping her in traditional sari and jewelry especially designed to appeal to Indian …show more content…

The standard size of the Barbie doll, 11.5 inches, corresponds to a real height of 5 feet 9 inches at 1/6 scale. Barbie’s vital statistics has been estimated at 36 inches chest, 18 inches waist and 33 inches hips. Barbie has been criticized for unrealistic body proportion and for promoting materialism associated with amassing cars, houses and clothes. Girls tend to develop an inferiority complex, as they grow up, if they can’t look exactly like Barbie. The desire to attain physical appearance and lifestyle similar to Barbie has been termed as Barbie syndrome. Although pre-teen and adolescent females are more prone to Barbie syndrome, it is applicable to any age

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