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Transcript of Emo Tribe
Omar, Mitch and Mikaela
Analysis of Profile
Emo music preference can be generalized into following genres:
Originated 1980s USA
Exclusivity, cult like
"a style of rock music resembling punk but having
more complex arrangements and lyrics that deal with
more emotional subjects."
- Oxford Dictionary 2012
Seen as a factor in Emo lifestyle
Term Suicide used throughout lyrics and clothing
Negative connotations throughout media
Age group: 10-21 year old
Location: Most suburban areas
End consumer: Majority female
Limited edition Barbie Doll cost higher than regular Doll.
Economic downturn= dependent on child's desire for product
Nagging child= Get what they want some of the time
Air time on television during childrens programs
Interactive advertisement through social media, including Barbie Website
Product advertisement through catalogue
Influence from music and lyrics
Fashion influence from emo tribe, conventional outfits
Allow a positive reinforcement of the idea of Emo, not negative depiction
Must fit Australian product standards and regulations
Non-offensive to race
Does not condone self harm or suicide
Unique- one subcategory of
Quality- maintain caliber of
Design- Low differentiation from existing Barbie Range
Listing- $39.99 ( .99
perception of cheaper price)
New to market, introductory price
Sale discount will be generated
after being in the toy market
and assuming competition
Re-sellers must offer commodities
on product launch
Appropriate Emo Music
e.g. Jimmy Eat World, My Chemical Romance
Product launch at a time appropriate for target market, 7-9 pm for younger consumer
Target, Toys R Us, K-mart, Big-w
To be displayed in the Barbie section of the Toys department, at Front end of Aisles to draw attention
Draw awareness to the product with display at entrance
July Toy sales throughout all department stores
Resellers to dress in Emo Attire
Reseller and consumer relationship are to be built for future product sale.
Friendly/ Helpful customer service.
Large, study box
Strong quality, especially for limited collectors edition
Colour scheme must fit product outlay
Image resolution must be high