MGA Entertainment, consumer entertainment products company : marketing strategies for Bratz / Jayesh D. Patel, Rohit H. Trivedi, Jignasa Savalia.

Format:

Book

Author/Creator:

Jai Krishna, 1962- author.

Trivedi, Rohit H., author.

Savalia, Jignasa, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Marketing--United States--Management--Case studies.

Marketing.

Consumer goods.

Economic development.

United States.

Management.

Organizational change--United States--Case studies.

Organizational change.

Economic development--United States--Case studies.

MGA Entertainment (Firm).

Consumer goods--United States--Case studies.

Genre:

Case studies.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

Toy industry in the US is product driven and full of challenges. This case presents an overview of the California-based Micro Games of America (MGA) Entertainment, which is a consumer entertainment products company, engaged in innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. It had more than 200 licences. In 2001, MGA launched a fashion doll called Bratz, and it sold 150 million Bratz dolls all over the world. Bratz line surpassed the legendary brand BarbieMattel, Inc.s flagship brandin a short span of time through many innovative marketing strategies and different product placement, roll-outs, tie-ins and other promotional tactics, despite facing many challenges, such as, fast-changing demographics, shorter product life cycle (PLC) and negative perceptions about brand. This case can be used to address two issues: first, structural change drivers and trends that shaped the toy industry in developed economies and, second, how to develop effective marketing strategies for product with shorter PLC in highly product-driven market?

Notes:

Originally published: Patel, J. D., Trivedi, R. H., & Savalia, J. (2015). MGA Entertainment, consumer entertainment products company: Marketing strategies for Bratz. South Asian Journal of Business and Management Cases, 4(2), 226239. DOI:.

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526405449

OCLC:

1017714761

Access Restriction:

Restricted for use by site license.