BANNING BARBIE CASE ANALYSIS- GMSP

SUBMITTED TOProf. M.R. SURESH

27-Oct-2014

Submitted byGROUP 8 Section A

Ajay 13126
Anush 13131
Saad 13167
Vikas Javagal 13059
Vikas N 13120
Vinay 13060

Introduction
Barbie creates her own corporate monoculture. The message embedded within Barbies
plastic is one of consumerism, seeking to blend the childs innocent state of play with the
desires of global commercialism. Instead of drinking generic soda, Barbie drinks Coca-Cola
Classic. Instead of eating a nameless pizza, Barbie goes to Pizza Hut. In doing so, she sends a
clear message to the dolls child consumer that brands matter.
The Barbie is basically from the American Culture, these dolls are a way for girls to play out
their dreams and fantasies in a way where they can do anything they want. Whether it is to
being a dancer, a teacher, doctor, etc., they can enter the field without any hesitation. This
made it popular in America. The American culture is different and people have freedom to
follow the dreams they want to be in. It does not depend on the family in which they belong.
Even a girl from a highly rich family can go and become a doctor and so does the dolls.
Barbie is also marketed as a glamorous, physically developed teenage fashion model with a
range of fashion accessories. Even the concept of boyfriend is also associated in American
culture. Girls like to have boyfriends, with whom they roam around and have fun.

Criticism:
Barbies curvaceous body and revealing garments are perceived to promote sexuality and
promiscuity, unrealistic body proportions and for promoting materialism associated with
amassing cars, houses, and clothes. Girls tend to develop an inferiority complex, as they grow
up, if they cant look exactly like Barbie.

Analysis
1. Why is Barbie so popular in Middle-east?
a) A way for girls to play out their dreams and fantasies in a relevant way
b) Barbie was positioned as the ultimate American girl. She demonstrates girls that they can
be anything they want to be-a princess, a teacher, an Olympic athlete, a doctor
c) The concept expanded beyond a doll with story, boyfriend associated with the character
d) Barbie was marketed as a glamorous, physically developed teenage fashion model with a
range of fashion accessories
e) Represent varied cultures, regions and occasions

2. How to host country pressure groups? How much to localize and alternate ways?
Barbie has been criticized for its curvaceous, unrealistic body and materialism, leading to
controversies and its ban in some countries. In many of the Islamic countries, Barbies
curvaceous body and revealing garments are perceived to promote sexuality and promiscuity.
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Barbie has been criticized for unrealistic body proportions and for promoting materialism
associated with amassing cars, houses, and clothes. Girls tend to develop an inferiority
complex, as they grow up, if they cant look exactly like Barbie. The desire to attain the
physical appearance and lifestyle similar to Barbie has been termed as Barbie syndrome.
Although pre-teen and adolescent females are more prone to the Barbie syndrome, it is
applicable to any age group. And because of this, the moral police in Saudi Arabia declared
Barbie dolls a threat to morality and offensive to Islam.
In order to sustain and adjust themselves, a number of dolls have been launched for Islamic
markets not only to fill the marketing void but also to offer Muslim girls someone they can
relate to. One of the dolls they created for Islamic market is Sara. The Sara doll covers her
body in appropriate clothes and her personality was created to be loving, humble and
respectful of elders. Sara would not be allowed to have a boyfriend because is not allowed in
Islam to have romantic relationships and so Dara was introduced who was his brother. In
Islam, brothers are present to help their sisters and protect her from other people.

3. Reaction of home country government

According to the group, if the company is able to preserve the local culture and values of the
host country, than the help in the form of subsidies should be provided to the local producers.
Sara and Leila were produced to market and sustain their own home country culture and stick
to their ancestral values. On the other hand Barbie is showing American culture and value
system. Host countrys pressure groups are creating fuzz out of this resulting host
government to forcibly think to promote Sara and Leila.

4. Where Razanne might be exported? What cultural adaptations are necessary?

The company should produce alternate dolls like Razanne. The company should always
follow the culture and traditions the host nation / country is following. For example, Razanne
was created as an alternative to Barbie for American Muslim girls. Unlike Barbie, Razanne,
with her modest dress and a removable hijab (Burkha), exemplifies the virtues of a proper,
young Muslim woman, such as modesty, piety, and humility. Moreover, the doll is more than
a toy. It is a tool for young Muslim girls to learn the value of things like education and
religious piety instead of focusing on their bodies as the most significant aspect of their lives.
Cultural Adaptation
Product adaptation to cultural sensitivities is crucial to success in international markets. A
number of dolls have been launched for Islamic markets not only to fill the marketing void
but also to offer Muslim girls someone they can relate to. Therefore, most Muslim buyers
identify more closely with Islamic dolls as one of them rather than with the stranger Barbie.
Islamic dolls generally show young girls that the hijab (veil) is a normal part of a womans
life. If the girls put scarves on their dolls when they are young, the parents believe it might be
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easier to do so for themselves in real life, when their time comes. Sometimes, it is difficult for
girls to put on the hijab. They feel it is the end of their childhood. Muslim parents often prefer
to buy Islamic dolls over Barbie as it expresses their way of life. Islamic dolls are
conceptualized to be the role model for children in Islamic cultures, representing how most
Muslim buyer like their daughters to dress and behave.
For example, Razanne was created as an alternative to Barbie for American Muslim girls.
Unlike Barbie, Razanne, with her modest dress and a removable hijab (Burkha), exemplifies
the virtues of a proper, young Muslim woman, such as modesty, piety, and humility.
Moreover, the doll is more than a toy. It is a tool for young Muslim girls to learn the value of
things like education and religious piety instead of focusing on their bodies as the most
significant aspect of their lives.

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