Mattel is trying several Different strategies to sustain brand growth in slow markets.It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls.In another move,it announced that Barbie would "spend some time apart" from Ken,her long-term male doll companion.In addition,Mattel has developed a line of women's clothing under the Barbie label.Sales of Barbie were flat in 2003 and falling in 2004.What is Mattel doing to the Barbie brand in order to grow?
A) repositioning
B) reverse engineering
C) demarketing
D) mass marketing

Question

Quizplus · Accepted Answer

Mattel is repositioning the Barbie brand by expanding into high-fashion clothes, creating a perfume for preteen girls, developing a line of women's clothing, and separating Barbie from Ken. These strategies aim to sustain brand growth in slow markets and update the Barbie image to appeal to a new generation of consumers.

Mattel Is Trying Several Different Strategies to Sustain Brand Growth