Mattel is trying several different strategies to sustain brand growth is 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.Mattel is _____ the Barbie brand in order to grow.
A) repositioning
B) demarketing
C) reverse engineering
D) showcasing
E) mass marketing

Question

Quizplus · Accepted Answer

Mattel is repositioning the Barbie brand by expanding into new product lines such as high-fashion clothes and perfume for preteen girls, as well as developing a line of women's clothing. Additionally, Mattel announced that Barbie and Ken would be spending some time apart, indicating a shift in the brand's image and target market. These strategies aim to sustain brand growth in slow markets.

Mattel Is Trying Several Different Strategies to Sustain Brand Growth