Media

Plan
2016

By: Daphne
 The Story
Ruth Handler was the creator of Barbie. She got her inspiration from a German
doll called Bild Lilli where then she came up with Barbie in 1959. Ruth made this
doll so that little girls all around can feel inspired, confident and bring
encouragement in all they do. With this, over a billion Barbie dolls have been
sold all over. Barbie is over 50 years old and still continuing its growth.
Ruths Philosophy of Barbie :

Through Barbie, a little girl could be anything she wanted to be.

1959: Barbie makes her first debut

1961: Barbies boyfriend Ken was first introduced
1980: African American and Latina Barbie was first introduced
1995: Limited Edition 50th Anniversary Barbie is released.
2016: Barbie gets four new body types, and comes in seven skin
tones and 22 eye colors.
 Product Overview
My whole philosophy of Barbie was that through the doll, the little girl could
be anything she wanted to be. Barbie always represented the fact that a
woman has choices. Ruth Handler

Barbie was created to give girls a visionary outlet into being creative and using
their imagination to express themselves as a little girls. With a doll like Barbie,
its ideal purpose was to give girls a female role model to look up to. That
when they grow up, they want to be anything they want to be.
Product Overview
 Company Overview
Mattel is an American toy manufacturing company that was
founded in El Segundo, California in 1945. Some of the brands that
Mattel produces is Barbie, Hot Wheels, Fisher-Price, American Girl
and more.
Disney Princess has been
around us for many years.
They are all apart of a
significant story that defines
their character. From Jasmine,
Pocahontas, Ariel, Aurora,
Cinderella, Tiana, Mulan,
Rapunzel and Belle. All
princess set an examples of
woman hood and confidence.
 Marketing Objectives
Increase brand loyalty
Have Barbie be the #1 selling doll.
Reducing consumer resistance to buying the product.
Increase market share by 15%
 These objectives can be executed by creating a
personal relationship with the customer. New or
existing products can lure in customers and
reach a connection that they might not have
with another brand. Having this connection will
bring a commitment to the brand to be
purchase more.


In 2015, their net sales were U.S Market Share 38.71% for toy
worth around $5.70 billion U.S. manufacturers
dollars.
 Primary Target

Loves doing DIY activities with

Pregaegrreagdominately Female
their child
25-40
Values family time
Lives in the city Spends her down time on
All Backgrounds Pinterest
At least one child ages 3+ Shops at Target, Trader Joes,
Working Class H&M
Income is 70k or greater Enjoys doing outside activities
 Secondary Target

Demographics
Girls
Ages 3-5+
All backgrounds
In school
 Brand Industry
As stated by the NDP Groups Retail
Tracking Service, in 2015 toy sales grew 6.7%
since then the U.S toy market has increased
to $19.48 billion. Dolls grew to 8.4% while
games/puzzles grew 10.8%. Reasons for
growth vary depending on toys and being
specific, what kind of toys are out at that
time.
 Media Objectives
Reach 70% of target audiences,with an
average frequency of 3, in print ad
magazines.
Design T.V. schedule to reach 60 % of target
audiences during sale peaks
Use social media to allure new consumers by
20% and younger demographics by 30%.
Magazine print ads is the Publications in parenting
most effective way for my magazines will be the
primary audience. If most effective in
television isn't being highlighting the key
watched, magazines is a takeaways that Barbie
good quick pick up evokes.
source of information and Grab attention with
entertainment on the go simple/eye catching with
for my market. proposition and layout.
Product packaging
fixate(high quality
image) is key to show
product and its benefits.
More magazine is fun, hip,
current, in the loop magazine.
Any and every thing that is
currently happening will be
talked about. This is a good
magazine for Barbie because it
talks about today's trends and
hot topics.
 Magazine Circulation Cost Per CPM # of insertion Total Cost
insertion

Vanity Fair 1,197,922 $210,378 $17.56 12 2,524,536

Parents 2,200,00 $215,400 $97.90 12 2,584,800

More 750,000 $131,300 $17.50 6 787,800

Total impressions: 4,147,922 Total insertions: 30

Total Cost For Magazines: 5,897,136



Heavy
Television schedule
will take place Q1 Day Part Points Per Week Cost

and Q4. Sales will hit Early Fringe 3 $17,800

the most during the Prime Time 2 $40,440
months getting into
holidays when it's Total Points Per Week:5
typically most busy Total Cost Per Week: $58,240

and when everything

starts going on sale. Total Cost for 24 Weeks: $1,397,760

Each Quarter with

30 spot.
Day Part Points Per Week Cost

Early Fringe 2 14,500

Prime Time 1 21,500

Total Points Per Week: 3

Total Cost Per Week: 36,000

Total Cost for 12 Weeks: 432,000

 Increases brand
awareness and loyalty
ultimately .
Gain customer insight
Bringing new customers
Great way to expand
sales
 Q1 Q2 Q3 Q4 Year Total
Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Magazine Vanity Fair, Parents, More Parents Parents $ 3,559,702

Parents $ 1,040,100 $ 646,134 $646,134
$ 1,277,334

Television Heavy Light Heavy 3,227,520

$1,397,760 $432,000 $1,397, 760

Social Media All Forms All Forms All Forms All Forms $450,000
$112,500 $112,500 $112,500 $112.500

Totals $2,737,594 $1,152,600 $1,190634 $2,156,394 $ 7,237,222

Media Form Cost

Magazine $5,897,136

Television $1,829,760

Social Media $450,000

Grand Total Cost $8,176,896