VP Of Marketing Negotiation
A Newport Girl Doll Company
Role of Keller Montgomery, VP of Marketing
By Holly Schroth, Grace Chen, Christine Hamilton, Mary Lee, Monica Lin,
Johnny Tong, Jason Wu
Since you have two daughters, one 8 and one 12, you feel that you have a good understanding of the tween market in addition to the industry knowledge you have gained in your time at Newport Girl. You have seen the popularity and high volume of pop music sales among children and young teens and realize that the majority of the girls purchasing pop music are within the target age group for the pop star line of dolls. Both of your daughters always want the newest celebrity pop star products whether it perfume by
Jennifer Lopez or tee-shirts by Beyonce'. Because of this, you think introducing a doll with a celebrity’s face would drive huge sales for the company. Your team’s research indicates that there is a large market for a pop star line of dolls and a more moderate market for a sports star line of dolls. Projected sales volume for the pop star line is around 4,000,000 if you could use celebrity likenesses. Sales volume would be about half that amount without celebrity likeness. This is the same sales volume that your team projected for a sports star line of dolls with celebrity likeness. A revamp of the Ashley doll only has a projected sales volume of 500,000.
You think that Jennifer Lopez would be a perfect candidate for the first pop star doll because she has so much exposure due to the different industries she is involved in: music, acting, clothing, and fragrance. If such a doll were to be introduced, you feel that the 812 year age group is the most appropriate because of the actress’s sexy, risqué image. Since soccer is the fastest-growing female sport in the U.S. and the women’s U.S. soccer team is very popular among tweens since winning the World Cup and Olympic
Gold, you think releasing a sports doll is also a good way to create new sales for the company.
Role of Keller Montgomery, VP of Marketing
By Holly Schroth, Grace Chen, Christine Hamilton, Mary Lee, Monica Lin,
Johnny Tong, Jason Wu
Since you have two daughters, one 8 and one 12, you feel that you have a good understanding of the tween market in addition to the industry knowledge you have gained in your time at Newport Girl. You have seen the popularity and high volume of pop music sales among children and young teens and realize that the majority of the girls purchasing pop music are within the target age group for the pop star line of dolls. Both of your daughters always want the newest celebrity pop star products whether it perfume by
Jennifer Lopez or tee-shirts by Beyonce'. Because of this, you think introducing a doll with a celebrity’s face would drive huge sales for the company. Your team’s research indicates that there is a large market for a pop star line of dolls and a more moderate market for a sports star line of dolls. Projected sales volume for the pop star line is around 4,000,000 if you could use celebrity likenesses. Sales volume would be about half that amount without celebrity likeness. This is the same sales volume that your team projected for a sports star line of dolls with celebrity likeness. A revamp of the Ashley doll only has a projected sales volume of 500,000.
You think that Jennifer Lopez would be a perfect candidate for the first pop star doll because she has so much exposure due to the different industries she is involved in: music, acting, clothing, and fragrance. If such a doll were to be introduced, you feel that the 812 year age group is the most appropriate because of the actress’s sexy, risqué image. Since soccer is the fastest-growing female sport in the U.S. and the women’s U.S. soccer team is very popular among tweens since winning the World Cup and Olympic
Gold, you think releasing a sports doll is also a good way to create new sales for the company.