Europe and Global Brand-building Strategy

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FITTskills: International Marketing

Case Study #1: Golden Global Award

Case Study #1: Golden Global Award

Eye candy
Coralius Cosmetics is a global cosmetics manufacturer with annual revenues of $1.1 billion. Its brand of eyeliner, mascara and eye shadow is widely recognized in over 75 countries. Headquarters are in Los Angeles. In the past, Coralius has successfully relied on its country managers to create local advertising and promotion initiatives for its cosmetics.

Take one
The executive vice president and global marketing officer of Coralius Cosmetics has been approached by a film industry studio with a cosmetic sponsorship offer for a sequel to a blockbuster movie. Since the three female stars of the movie are from Western Europe, Asia and Eastern Europe, the VP sees this sponsorship as an opportunity to launch a global brand-building strategy. She proposes to the Coralius CEO that the company create three new eye colour palettes for each of the three stars and then use the stars in their advertising. The new products are to be launched to coincide with the film’s releases in different countries. Re-take

The CEO likes the idea of the VP’s global brand-building strategy but wonders where she will get the money for the promotion and related advertising. The VP hopes to gain buy-in from the regions so that the country managers will chip in money from their marketing budgets. She has already received a commitment from Coralius’ marketing head for North America. The VP is convinced she can bring the Western Europe, South Asia and Eastern Europe country heads on board with little effort, but the CEO is not so sure. He explains he may have to cut marketing budgets again if the U.S. recession continues. This will leave the country heads with very little money for local advertising or promotion activities after they pay for her global promotion. He thinks country heads will resist the idea and suggests the VP consult with the Western Europe, Asia and...
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