Pushing 50, the iconic doll had lost her mojo. Richard Dickson is making her hot again.
Keys: Marketing, target market, branding, re-positioning, consumer behavior, new product development
Questions for discussion:
- Summarize the reasons given for the successful rejuvenation of sales?
- What other reasons do you think might also have contributed to this change for the better?
- What would you do to expand on this success? Explain your thinking.