Case 6.2 Mattel Uses Market Segmentation to Stay on TopSummary

Mattel has been able to stay on top of the market because of their ability to focus on target markets. They find out what works for each target market and develops on those plans to provide the consumer with a product they will purchase. The article covers information on several of their top markets. The first market being boys between the ages of 6 and 11. It goes over what they like and gives information on how they introduce a new Max Steel toy to that market. The next market segment discusses catering to girls age 6 to 12 and went over the Monster High line of dolls. It also went over information on Hispanic American mothers and how they can focus on marketing to them.

1. Is Mattel using an undifferentiated, concentrated, or differentiated targeting strategy? How do you know?

2. Identify the categories of variables used by Mattel to segment the market for Max Steel action figures. Can you suggest additional variables that Mattel might use in this market?

3. What factors do you think were particularly influential in Mattel's decision to select Hispanic American mothers as a target market?