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Title: Plan de marketing: Barbie Fashionista
Author: Martin Arenales, Andrea
Iglesias Huix, Mariona
Abstract: This project is carried out as a Final Degree Project for the Marketing and Marketing Research degree for the Open University of Catalonia, for which a Marketing Plan for the Barbie Fashionista line is presented. The Barbie Fashionista line is the response to the necessary evolution of the world-renowned Barbie brand, managing to adapt to current trends, becoming an emblematic doll and an educational and playful tool in childhood, helping to develop critical thinking and communication skills. design. It is the most inclusive and diverse doll on the market, since it has dolls with multiple diseases, skin bodies and facial tones, promoting acceptance by helping from childhood to develop a greater awareness of human diversity and the importance of inclusion. in society, with hardly any competition in the market. The main goal of this Marketing Plan is to tuin the Fashionista line of the Barbie brand into a benchmark in all toy stores in the country, in addition to the specific purposes, which are intended to promote its sale in educational and health centers, in order to use dolls as a playful and educational tool in childhood. In order to achieve both forementionedobjectives, after carrying out a SWOT analysis allowing to know the situation of the line and CAME to know the actions that must be corrected and faced mainly, it is proposed to promote its communication through digital media, increasing presence in educational events and medical congresses, thus managing to consolidate the brand’s image. For this, through various actions, different activities are to be deployed and must be taken into account, the departments involved, added to the cost of each proposed action with a time axis of three years, starting in July 2023 at the end of the presentation of the same. until the end of 2025, with the possibility of renewal. In turn, an economic financial plan is reflected, where you can see the benefits and losses expected in its achievement with the income statement, as well as a table of priorities. Finally, a contingency plan is exposed and in the case of being necessary, after a period of 3 to 4 consecutive months where the proposed actions were not to be succesful each responsible department after the pertinent analysis must focus on the causes, so to be able to use any of the various corrective measures proposed.
Keywords: Barbie Fashionista
digital marketing
digital strategies
digital transformation
Type: info:eu-repo/semantics/bachelorThesis
Issue Date: 4-Jul-2023
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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