Barbie and Ken show market segmentation in action

The original Barbie doll, made by Mattel, had blonde hair, blue eyes and long legs. Today, Barbie dolls (and Ken dolls) come in so many sizes, shapes and colours that there is a Barbie or Ken for everybody--market segmentation in action!

Royal dreams? Mattel markets the Dreamtopia Barbie and Prince Ken. A fan of Jurassic World movies? Buy a Claire Barbie or an Owen Barbie. Got a pocket? Barbie on the Go is sized to go with you to school or play or anywhere (see photo above). Want to try on different hair colours? Try the Barbie Colour Surprise Doll, with hair that changes colour when sprayed with water. 

As these products demonstrate, segmentation is not just a matter of age and gender. Mattel segments the market for dolls according to factors such as lifestyle ("on the go" for instance), desire for variety or novelty (Barbie Colour Surprise), interest in a blockbuster movie (like Jurassic World) and royalty fantasy (both prince and princess).

Not that Barbie is alone in the doll world. Bratz, for instance, is a direct competitor. And Barbie also competes with other types of playthings, not just dolls--including videogames and other digital play possibilities. Barbie and Ken have had mixed sales results in recent years. Will further market segmentation have a positive effect on consumer behaviour?

Marketing Movies and Merchandise: Force Friday

Star Wars fans are looking forward to the new movie Star Wars Episode VII: The Force Awakens. Since Disney purchased Lucas Film a few years ago, there has been even more precise coordination of marketing between the movies and the merchandise.

4 September was Force Friday, a day when new Star Wars-related merchandise appeared on store shelves and websites. It was a day for secrets revealed (names of new characters, for instance) and for fans to come together in person and online in a community celebration of a brand franchise they love.

Disney Stores and retail partners around the world had special promotions at midnight leading into Force Friday. For instance, two British stars of the new movie visited the Disney Store in London to sign autographs, appear in selfies and help build excitement. Outside, costumed fans waited for the special event and discussed the latest news (or rumours) about the new movie.

Disney and its marketing partners used #forcefriday to unify the campaign and trend on social media sites. Disney also promoted Youtube 'unboxing' videos of people unwrapping their new Star Wars merchandise, everywhere on the planet.

Not all buyers unboxed their merchandise--collectors kept things intact, hoping to cash in on the global craze for Star Wars originals in original condition.