A Case Study on Barbie Faces Islamic Dolls

International Marketing Management Indian Institute of Foreign Trade, New Delhi Group - 3
Bhanu Dora- 17 Bharat Bhushan Narang 18 Geeta Cheema- 23 Kumar Pranav - 34 Rajesh Kumar Tiwary - 53 Soniya Rakesh Agnihotri- 72

Analysis 1
Explore the secret of Barbies success that made it the dream-toy for girls across the world.

Attacking the consumer psychology: The image portrayed by Barbie caters to a young girls aspirations and dreams New Product and Product Segmentation - First Teenage Doll in contrast to most dolls available in market for infants Barbie became like a material possession to which a young girl could relate to Reflects the interests, activities, and aspirations of present-day girls Demonstrates that one can choose any career Role model for Financial stability Freedom from societal restrictions Continuous evolution to keep up with the market trends and demands Product customization and adaptation as per Consumer mindsets Cultural Sensitivities

Analysis 2
Sensitivity to culture is crucial to success in international markets. Evaluate Barbies product adaptation for different markets.

Barbie is a global personality who adapts herself to changing cultures, religions and nations. Over a billion Barbie dolls representing over 45 nationalities and 80 occupations have been sold worldwide Meticulous product customization to suit and adapt to the diverse cultures across the world. The dolls are customized to represent varied cultures, regions, and occasions as per the tradition and culture of the country Barbie and Fulla offer contrasting role models to customers, hence product differentiation across the country is prominent in terms of her lifestyle and appearance The Iranian doll Sara was introduced as an alternative to Barbie in 2002 by the Institute for the Intellectual Development of Children and Young Adults, a government agency affiliated with the Ministry of Education Fulla, alternative to Barbie for children in the Islamic countries, hit stores in late 2003. Within a couple of years of its launch, Fulla became the dream of every Arab girl and the hottest-selling doll in the Middle East. Saghira was created by a Moroccan manufacturer in 200506 and launched in January 2007 in the Morocco market. She has a mix of both authentic traditional and Western attire Psychological Influence and a sense of familiarity: Theres a Chinese, African, Japanese, Indian, Brazilian and many other Barbies belonging to different Nationalities

Analysis 3
Barbie has been criticized for its curvaceous, unrealistic body and materialism, leading to controversies and its ban in some countries, such as Saudi Arabia and Russia. On the other hand, Islamic dolls are criticized for promoting gender stereotypes and restrictive roles. In your opinion, to what extent are such criticism and bans justified?

Group Opinion on Western Dolls criticism. Young girls are vulnerable and some sort of parental assistance is needed. To preserve the special cultural aspects of a given region, the locals should have some sort of control of such nature.

Also, to ensure that young girls do not have inferiority complex and do not start relating to
unrealistic body proportions, some of these measures may be advised. Group opinion on Islamic Dolls criticism The position of women in Islamic countries is still not at par with developed countries.

Restricting even dreams of teenagers by only showing stereotyped dolls are not justified.
A doll is an imagination/aspiration. One should not restrict these dolls to specific jobs only. Doll designs should be driven by hidden aspirations of young mothers and teenagers in these societies.

Analysis 4
Despite adaptation to represent vast ethnic groups, nationalities, and occasions, Barbie dolls have been jostled out from the Islamic markets. Identify the key reasons.

They could relate to local dolls rather than the stranger Barbie Customized dolls Physical features, dressing, accessories, hobbies, profession, relations, no boy friend, brothers and sisters, religious and god fearing. Local dolls represent what Muslim parents would like their daughter to dress and behave Different adaptation of local between conservative Arab nations v/s the more liberal nations Barbie and local dolls offered contrasting roles to the customer in terms of

Lifestyle
Appearance Personality Local dolls helped preserve their customs culture

Analysis 5
In view of the fast-growing popularity of Islamic dolls among Muslim customers across the world, suggest a marketing plan to address the specific needs of the Islamic markets. Also evaluate the impact of suggested plan on the brand image of Barbie in other markets.

Barbie must maintain its image of forward looking, self-ambitious and young independent girl. This is a must to ensure other markets are not impacted.

For Islamic counties

Focus on respected jobs like Doctor, Teacher. These professions are looked upon
with utmost respect in Islamic Countries Should shun the idea of barbies ultimate accessory Her Boy-Friend Should be shown to have culturally sensitive accessories only

Can plan an option of Namaz praying Barbie as well

It should have a removable veil which should be supplied with the product and parents can decide to use it or not to use it.