By Yona Weisleder

LEADER18-inch doll market

Storytelling & Customization

High-Quality Premium Dolls

Company History1986Founding of Pleasant Company

Debut of the !rst Historical Characters

1998Acquisition by Mattel

2014

1992Launch of American Girl Magazine & Fashion Show

Opening of the !rst American Girl Place1999Launch of americangirl.com

2001Debut of “Girl of the Year”

2010Debut of My American Girl Dolls and Innerstar University

Target Markets

Girls Parents (Adults)Ages 6-12

UniqueMiddle-High ClassUsers & In"uencers

Direct RelationshipHigh/Low Involvement

Decision-MakersPurchasers

Positioning

Follow Your Inner Star

celebrating girls and all that they can be

a friendship that will last forever

Competition

Indirect Competitors

Marketing Communications

Objectives

Inform about new products and promotionsEnhance brand preference over an emotional value proposition instead of a price-warIncrease traffic to the stores and e-commerce sitePersuade customers to buy in bundles (several products at a time)Increase product demand, sales and repeat purchasesEngage customers through branded experiences and social mediaEducate the adult segment about the bene!ts of the brand and the accomplishments of the companyPromote branded events and American Girl services

help girls become their very best

Strategy

Pull

Profile

Interest & AwarnessBrand Preference

EngagementCall-to-ActionFinalize Sales

SupportCredibility

e-catalogue

corporate email

Communication Tools

direct marketing

Point-of-sale marketing

Social Media

Point-of-sale marketing In-Store Merchandising

Point-of-sale marketing E-Commerce Site

Facebook & TwitterSocial Media

You TubeSocial Media

Email Communicationsdirect marketing

Message & Creative

Adaptive to the Audience

Both the source & the voice is american Girl

clear calls-to-actionrational & emotionalfocus on the benefits

rather than the features

Effectiveness

word-of-mouthSALESpermission marketing

Conclusions

Successful growthExcellent market penetration, market development & product development strategiesHigh brand equitySeveral justi!cations for its premium pricingExperiential marketing is at the core of the brandGood selection of its communication tools

more than just dolls... friends 4 life

Recommendations

Highlight Awards & Philantrophy

Keep the distance with Mattel and Barbie

improve the e-commerce site and social media

no discountsales promotions

We are all of us stars,and we deserve to twinkle

-Marilyn Monroe

follow your inner star