Kenya Smith

Why Culture Cloud?•Relate to feeling ignored and abandoned due to racial and cultural differences•Culture Cloud’s Goals• To help companies reach a larger audiences in order to gain profit• To promote the virtue of cultural diversity in products and services

• America is getting more and more diverse. According to data from the Census Bureau, minorities made up 37% of the United States population in 2012. In addition, the minority population in the U.S. is expected to increase to 57% in 2060 (“U.S. Census Bureau Projections Show a Slower Growing, Older, More Diverse Nation a Half Century from Now,” 2012).

• To provide customers with the sense of worth and respect regardless of ethnic and cultural differences• To help build strong relationships between companies and their

customers

Client/Campaign

• Good News• Mattel

• Biggest and most well known toy manufacturer• Famous Toy brands: Hot Wheels, Monster High,

Polly Pocket, and Barbie • Barbie

• Largest and most recognized doll line in the world.

• Promotes setting career goals in girls• Bad News (both Mattel & Barbie)• Decrease in Sales : WHY?

Here’s Why

(Wall Street Journal, 2015)

SWOT AnalysisStrengths• P

hilanthropy (Make-A-Wish, Special Olympics, Save the Children)

• Barbie’s positive message of achieving career goals

Weaknesses• L

ack of ethnic and cultural diversity

• Unhealthy message of body image

Opportunities• “

I Can Be Me” doll line

Threats• H

asbro

• MGA Entertainment

Mattel/Barbie

Main IssueOne of Barbie’s main weaknesses is the lack of cultural diversity in dolls. Another weakness that the doll line faces is the unhealthy view of body image.

(Wall Street Journal, 2014)

Target MarketYoung Girls

• ages 5-10•minorities• enjoy playing with dolls• know how to use technology• belong to lower-middle/working class families

Families• have young girls in household•want to instill positive messages in children• lower-middle/working class• live in poor, urban neighborhoods in North America

Marketing Strategy• Remind young girls that each one of them is special• Issue 25% discounts on dolls and doll accessories during Christmas season

and birthdays• Reward $50 vouchers to girls who make honor roll• Develop website and a free app that allow girls to register their dolls, create

their virtual world, and play fun and educational games that focuses on the following:• Health• Hygiene• Careers• Social Skills• Culture

• Develop Advertising Campaign• Major Children’s TV networks

• Nickelodeon• Cartoon Network• Qubo• ABC Family• Disney XD

Inspirations

PrototypesThese are prototypes of what the “I Can be Me” doll line will look like.• Picture 1- process

of creating doll• Picture 2- finished

product• Picture 3- Logo

Budget

95000030%

50000016%

1000003%

60000019%

100000032%

I Can Be Me Budget Plan

Toy and Product Manufacturing Technological Development

Advertisement Community events

Philantrophy

Timeline

January 2016

• Conduct Surveys Regarding Doll line

February 2016

• Host Dolls and Diversity Dinner @ Virginia Beach Convention Center

March-December 2016

• Develop “I Can be Me” doll line

Spring-Summer 2016

• Participate in festivals and gatherings that focuses on culture.

September

2016• Start Ad

Campaign

December 2016

• Launch Doll Line

• Initiate 25% Christmas Discount

Metrics

References• U.S. Census Bureau Projections Show a Slower Growing,

Older, More Diverse Nation a Half Century from Now. (2012, December 12). Retrieved October 2, 2015, from https://www.census.gov/newsroom/releases/archives/population/cb12-243.html• Wall Street Journal (2015). Move over Barbie, dolls are

undergoing a makeover Available from https://www.youtube.com/watch?v=RzkHm8N7fgo• Wall Street Journal (2014). Sales of Barbie Dolls are less

than glamorous Available from https://www.youtube.com/watch?v=JoVRbvdHhdg