Case: Does Mattel’s Iconic Barbie Doll Need a Makeover?

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also utilizes technology and social media to help connect sponsors with the students they’re helping. Girls Who Code was founded by MAKER Reshma Saujani and it inspires young girls to engage in computer science by exposing them to real-life and digital role models. They focus on closing the gender gap in technology and believes that being exposed at a young age will lead to more women working in STEM fields.

Another recommendation is to take advantage of social media and create a campaign. They received positive feedback on one major social media campaign. A second campaign could have the same effect. For example, on Instagram, customers could post photos with their Barbies or their child’s Barbie while they go on adventures or any other fun activity. This campaign would show a different side of Barbie rather than little girls just playing with her in their bedrooms or playrooms. It would be a way to engage their customers instead of just reporting on financials statements to show they are increasing sales.

Although the Barbie doll is not considered a “high emotion” item, Mattel has listened to their target market. From a simple doll to something as serious as cancer care, everyone loves for their opinion to be heard. For example, Bellin used focus groups in order to create the ideal cancer center. Bellin eventually designed a cancer center that embodied the research from the focus groups. Without identifying the emotional triggers, Bellin would have gone with the consultant’s recommendation and their patients would not be receiving the best care possible. Customers (or patients in this case) know what they want and why they would want it. Creating focus groups, surveys or open forums is an excellent way collect data and apply it appropriately throughout the company.

By hearing the customers wants and needs, it makes it easier for the corporation to plan their promotions and offerings. Social media is a great and easy way to reach customers. Corporations are able to interact and engage with customers in a cost effective way. There is no extra expense for flyers, posters, or pamphlets. Also, customers do not get annoyed with large amounts of paper that they eventually have to throw away. With today’s society, everyone is connected to either one form of social media or another with their personal devices. Customers can receive up to the minute alerts on promotions, deals and new offerings. By using modern technology, corporations can also get updates from their customers. Customers that do not want another email can unsubscribe. Customers has alter their settings for their Facebook and Twitter alerts. Customers can also show their approval by “liking” or “sharing” a post. Not only does the company get instant feedback, they are also getting more exposure to other potential customers. “Word of mouth” has another meaning than the literal sense now. Finding out about deals, news, etc. on social media is the new normal. Instead of wasting money on commercial spots, posting advertisements on YouTube can be just as if not more effective.

Although corporations can not accommodate to every single customer’s wants or needs, corporations must know that not listening is never the answer. Not listening could cause customers to go to the competitors. Not listening to customers could also the brand identity to diminish quickly. Corporations may not have time to make the changes they need to if they are not listening. If Bellin did not listen to those patients in the focus group, it could have cause discontent with the patients or caused the patients to seek medical services elsewhere.

In conclusion, listening is the key to success. It gives the customers a sense of authority. The customers can feel like they can make a change ever though they are not part of management. Listening can be a make or break moment for a company. Active listening can improve brand identity. Listening is 50% of the conversation. Companies must act. Mattel heard what was being said about Barbie and tried to act accordingly to fix the declining brand identity. Just as listening can help, not listening at all could drive away customers and result