Advertising Practices: Rebranding of Barbie

This essay should include an overview of information about the competitive field, target consumers, competing messages and positioning, as well as media plan, budget and rough versions of creative executions of Barbie. We are trying to rebrand Barbie in the way that we will focus on a new hypothetical feature of “Make your own” Barbie. These are the following guidelines.

1. Describe your product or service in its competitive market. (In this case would be describing “make your own” products compared to other brands that have this. In our case with Barbie our mission is to target a broader audience of kids. Even though we would like to keep our target age varying from 5-10, we will broaden our demographic target market by allowing kids to mix and match hairstyles, skin color, and clothing combinations that will allow kids to make their dolls in a way they feel 100% identified with. ENDLESS POSSIBILITIES.(Please take into account that this is something does not exists, which means we will be creating this new service and focusing on it as it creates a new image for the brand making it more diverse and inclusive 

– Define the key features of your product/service.
– Define the product category in which your brand competes. 
– Provide background information about the “health and direction” of this product category and the leading competing brands. – introduce your product and define product category and give background info about the “health and direction” of the product category and leading competing brands

OUR PERSPECTIVE: By trying to rebrand Barbie into a more diverse and inclusive doll company, we are seeking to introduce a “make your own” feature in which kids will be able to create their own unique doll based on their interests, physical appearance, and gender orientation. Our brand competes in a Fashion and Styling Dolls, Playsets, and Accessories product category. This product category includes dolls and figures with different outfits and accessories available for them along with playsets to complete the experience. MISSING HEALTH AND DIRECTION
2.     Identify your target market. Describe the core customers of the product category and the leading brands. Analyze the data you collect, and clearly define your target market. – who are you trying to reach. Can collect additional data but not necessary. (target market could be the same Barbie already has. However, competitors could be other types of doll brands that have the option of “make your own”. 

a.     Our mission is to target a broader audience of kids. Even though we would like to keep our target age varying from 5-10, we will broaden our demographic target market by allowing kids to mix and match hairstyles, skin color, and clothing combinations that will allow kids to make their dolls in a way they feel 100% identified with. ENDLESS POSSIBILITIES
3.     Collect your competitors’ advertising messages. Assemble a collection of photocopies of the print advertising for as many competing brands as you can find. If television advertising is used in the category, you may be able to find some commercials on online sources such as, individual brand web sites, or other online sources of commercials. – collect a series of photocopies of print ads from each competing brands and put them in the appendix

4.     Describe and evaluate your competitors’ advertising messages. You can focus on analyzing the following aspects: (a) positioning strategies, (b) message strategies, (c) executional approaches you see being used by the competing brands. – evaluate the messages (Chapter 10)

5.     Develop your own positioning strategy. Based on your analysis of your product / service and its competitive market, as well as its competitors’ advertising strategies, identify a strong positioning strategy for your brand, and justify it.  Primary or secondary consumer research should be utilized. – core of the paper. Pick 1 strategy and write why you are using it and how it is going to be represented in your ads, etc. Use positioning, etc.
6.     Develop a message strategy related to your positioning. Propose a range of possible message strategies that you might use to sell the brand you’ve chosen, and defend one of the strategies as most appropriate for use at this time. – type of ads you will be running (ex. Humor, etc.)  
7.     Produce rough examples of executions (print ads and commercials) in line with your message strategy.  You are encouraged to use professional design software programs.  But these programs are not required in this class. – develop an ad. Develop 3-4 ads. Print ads, social media posts, TV ads, etc. Produce examples of ads that will reflect on the strategy of your campaign
8.     Develop a media plan to support your advertising strategy, indicating the media vehicles you will use and a media schedule in line with your media strategy and staying within your budget. – develop a media plan (Chapter 12 will include more terminology of media plan). TAKES THE LONGEST
9.     Formulate and justify a budget for the advertising campaign plan, given the size of your market, price of your product / service, and expected sales volume. – try to find the actual annual reports for your company and if you cannot then look up a similar brand (Chapter 8 – percentage of sales and ______)
The written text should be approximately 20 double-spaced pages. Items such as references, copies of competing ads, charts, and the ads you developed can be included as appendices and do not count toward the page total. 

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