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Case study 2 - Essay Example

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Demographically, the target market consists of women with varying income levels, and educational backgrounds, while they are generally part of the Gen X and Gen Y markets.2 Psychographically, Singh sees the global market as a composition of independent women who are smart and not afraid to take risks.3 Behaviorally, the markets are differentiated across regions, and to some extent, across nations. Regions are different, in that Asia tends to imitate Western trends, while Eastern Europe is not as similar in beauty trends as Western Europe.4 For example, some Indians want the latest global brand, not the ones based on local trends. Ravi Narayan, the head of South Asia marketing, learned that teenagers are looking for “the latest color” that they saw being advertised from an “English serial” without asking about the price.5 The case suggests that because people are more connected nowadays through access to mobile communication and international media,6 some of them are more open to and identify with global brands. Furthermore, regions can have sharp cultural differences too. For instance, Singh once had to campaign for pricing and packaging to be different for India, where income levels are lower.7 Geographically, Espoir is sold across the globe, specifically in Western Europe, Eastern Europe, Asia, North America, and South America.8 Hence, these characteristics show that some customers may react more positively to a global marketing image than others, although the extent and degree of differences in purchasing attitudes and behaviors are under-studied. The essay proceeds to describing five arguments in favor of going ahead with the movie global branding strategy. First, a global branding strategy leverages the opportunities and resources in the global market.9 Second, a global brand can be more cost-efficient and effective than highly differentiated and fragmented local marketing strategies.10 Third, a global brand can reduce brand confusion across regions and nations, thereby strengthening global brand positioning.11 Fourth, a global brand can also improve international cohesion among managers that can result to global innovations.12 Fifth, a global brand can result to improved global performance because of marketing and functional synergies.13 While there are pros to a global brand, there are also drawbacks. First, a global marketing strategy may oversimplify and overstandardize marketing efforts, at the expense of local cultural differences and local innovations.14 Second, Singh is risking low buy-in among head managers, which can affect the implementation process and success of the headquarters-imposed global marketing campaign. Country heads know their markets best and if they think that there are national or cultural differences, then they may be right.15 Third, Singh does not have a clear role and authority in connection to local marketing s ...Show more


The Global Brand Face Off: Should Espoir Take Its New Branding Initiative Global? Name University 29 September 2013 At present, Espoir Cosmetics does not have a global brand image that is consistent for all country heads. For instance, Vasylko Mazur, the head of Espoir’s operations in Eastern Europe, believes that as a beauty business, Espoir will be better off using a beauty queen as an endorser, instead of a global marketing campaign that depends on an international American film and its actors, while Natasha Singh, the executive vice president and global marketing officer, thinks that “the Espoir woman is smart, independent, a risk taker,” and not someone who identifies with beauty p…
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