Mattel Inc.

Quantitative Methods Assignment

Rasika Raikar- 20BSP1834 Jaspreet Kaur Gurtatta- 20BSP0941

Siddhesh Manjrekar- 20BSP2412 Mahak Sethiya- 20BSP3116
Prajakta Hule- 20BSP1642 Hardik Kabra-20BSP0813

Pratik Patil- 20BSP1682 Shivani Warade- 20BSP2277

Group
No.
 Mattle Inc.
Toys are one of the world’s oldest consumer products. Though
only 2% of the world’s children reside in the US, they buy half of
the world’s toys. ttle y
Ma
m ar
Mattel was founded in 1945 by Harold Matson and Elliot Handler Sum of 2
(hence the name ‘Matt-El’) in a garage workshop in California. Its best
1
known brands include Barbie, Matchbox, Fisher-Price and Hot
Wheels.

The sales at Mattel slumped in 1996 and 1997. Mattel’s sales further
dropped in 1998 owing to a massive recall of its battery-powered cars.
In the fall of that year, the company took the first step towards a major
reorganization.

Mattel began to sell its products directly to retailers and wholesalers in

Canada and most of the European, Asian and Latin American countries.
Europe is Mattel’s largest market outside North America.
 Mattle Inc.
It manufactured toy products for all segments in both
company-owned facilities and through independent
contractors. At present, the company operates in 42
countries and sells products in more than 150 nations. le
Matt ary
m
S um f 2
Mattel’s segments are separately managed business units,
2o
divided on a geographic basis between domestic and
international.

Mattel distinguished itself by producing a wide line of quality

toys. It has outstanding brand name recognition and customer
loyalty.

Since 2003, Mattel’s sales in the developing markets have more

than doubled and its sales of baby swings and infant rockers in
those markets have increased tenfold. During the period 2006–
2007, Mattel’s international sales increased in comparison to its
domestic sales.

It is very important to adopt local culture for toy companies.

 4Ps of Mattel’s Marketing
Product Place
• Mattel established itself through Barbie doll and Hot • Mattel covers a whooping 3/4th of the globe encompassing
Wheels. over 150 countries.
• Also, its has products has a rich and diverse product • Mattel relies on retailers and distributors to sell their
portfolio viz. BoomCo, DC Universe, DC Superhero products.
Girls, Dinotrux, Disney Cars, Disney Planes, Ever After • Mattel has a good phygital presence, i.e. they sell products
High, Fast & Furious, Ghostbusters, Halo etc. online while having certain retail stores, and partnering with
• Recently got a contract to start manufacturing toys online vendors too.
related to Jurassic Park movie.

Pricing
Promotion
• Mattel provides affordable pricing for high quality
products. • Focusing on brand value, Mattel does aggressive
• The pricing strategy of Mattel varies according to marketing.
location i.e. different ranges of price for the same • They follow both, traditional and digital approach.
branded product in different locations. • Mattel promotes its products by providing detailed
• One of the key reason for such a varied price range information.
of their products is their plan to sell it its branded • Mattel is aggressively tapping into areas without
products in all economy class. internet availability.
 Worldwide Gross Sales by Top 3 Power Brands

Brand 2020 (in $ million) 2019 (in $ million)

Barbie 346.8 350.0
Hot wheels 295.1 325.7
Fisher-Price and Thomas and Friends 305.0 394.8
Others 537.6 671.8
Gross sales 1484.5 1742.4
 Mattel India Limited
• India has one of the largest young population in the world, owing to which the toy industry in the country
has witnessed a rapid growth.
• Mattel India has an annual turnover of approximately 350 Crore (INR).
• Mattel India intends to aggressively tap into markets like South East Asia, Japan- Korea.
What are the average sales of the Mattel girls and boys brands
during the period 1999- 2007?
YEAR SALES (IN $ Total Sales
MILLION) Average Sales 
No.Of Years
1999 1835.8
14756.6
2000 1890.4 
9
2001 1817.3  1639.6
2002 1790 ($ MILLION)
2003 1594.1
2004 1511.6
2005 1364.9
2006 1507.5
2007 1445
TOTAL 14756.6
What are the average sales of the Fisher Price brands during the
period 1999-2007?
YEAR SALES (IN $ Total Sales
MILLION) Average Sales 
No.Of Years
1999 1185.5 11860 .6

2000 1233.0 9
2001 1234.2  1317.8
2002 1282.2 ($ MILLION)
2003 1265.2
2004 1319.2
2005 1358.6
2006 1471.6
2007 1511.1
TOTAL 11860.6
 What is the standard deviation of the sales of the Mattel Girls
and Boy brands during the period 1999-2007? What is the
Coefficient of Variation for this period?
YEAR SALES (X) X-µ (X-µ)2
Standard Deviation( ) 
 (X -  ) 2 Average Sales (  ) 
Total Sales
1999 1835.8 196.18 38486.5924 N No.Of Years
where, 14756.6

2000 1890.4 250.78 62890.6084 9
X  Sales in $Million   1639.62
2001 1817.3 177.68 31570.1824   Mean of Sales ($ MILLION)
2002 1790 150.38 22614.1444 N  No. of Years

2003 1594.1 -45.52 2072.0704

Standard Deviation( )
304826.4356 Coeffician t of Variance 
2004 1511.6 -128.02 16389.1204
Standard Deviation ( )  Mean (  )
9
2005 1364.9 -274.72 75471.0784 184.03
 33869.60 
2006 1507.5 -132.12 17455.6944 1639.62
 184.03  0.112
2007 1445 -194.62 37876.9444
 11 .2%
    TOTAL 304826.4356
 Suggestions

Promote new indigenous

Customized toys viz.
Indian Action figures- Krish,
personalized cartoons/
Shaktiman and encourage
action figures.
creation of more.

Limited edition famous Providing a small aerosol

political figures. sanitizer as a caring gesture
with respect to safety for
children.

Thank You