...www.hbr.org HBR CASE STUDY AND COMMENTARY Should Espoir take its new branding initiative global? Five commentators offer expert advice. The Global Brand Face-Off by Anand P Raman . • Reprint R0306A Espoir Cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a country manager says his market will never go for it? HBR CASE STUDY The Global Brand Face-Off by Anand P Raman . COPYRIGHT © 2003 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED. Natasha Singh was amused to see almost every guest at the black-tie gala sporting the same futuristic sunglasses. It was past 10 pm in Los Angeles, and the party to celebrate the release of the summer’s most anticipated movie, The Grid Revisited, was heating up. Earlier that evening, a select audience had watched the longawaited sequel to the 1998 blockbuster The Grid, and the scene-stealers had once again proved to be the lead pair’s eyewear. In fact, there had been a near stampede when the invitees realized that each of the goody bags of TGR memorabilia contained a pair of the new shades, designed by the legendary Tom Strider. Singh, the executive vice president and global marketing officer of one of the world’s bestknown cosmetics companies, $1.1 billion Espoir Cosmetics, rarely found the time to attend such events. When she wasn’t visiting one of the 75odd countries where the company marketed lipstick and nail polish, she liked to spend...
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...With a global audience in 80 countries by 2012, P&G has established Olay as one of the world's best-known facial skincare brands, with a global reputation. The Brands ranking from WPP's Kantar Group positioned it in 9th place among personal care brands with a value of almost $4.2bn (behind Nivea, Clinique and Dove). For its own part, P&G describes Olay as the top-selling global facial skincare brand with 10% market share. Sales broke through the $2billion barrier in 2008, and were estimated at around $3.3billion for 2013. Since then, though, performance has slowed due to stiff competition from rival products. By the end of 2015, that figure had fallen by some estimates to $2.5billion. The range now extends to more than 100 different moisturizing and cleansing products. It's a very long way from the brand's original development as a treatment for wartime burn victims, and this growth has been achieved despite fierce competition in the segment from rivals Dove, Neutrogena and Nivea, each of which has rolled out a similar host of brand extensions. P&G pushed Olay aggressively into the upper end of the market with a series of premium-priced anti-aging and regenerating products in attempt to shrug off its competitors. Performance has stumbled a little recently, but the brand is destined to survive P&G's 2015 sell-off of much of the rest of its beauty business (Adbrands.net, 2016). The Olay mark now incorporates a wide assortment of moisturizing and cleansing products...
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...Problem/Issue The global wine war between France, the United States, and Australia has caused problems for all three sectors and each are in need or recommendations for strategic play in the wine market. France faces the problem that their wine is too expensive and they lack diversification in their products. Their marketing strategies are lackluster leaving their wine to be seen globally as one product instead of many individual products. The United States has issues with the high-cost of their production, along with the decrease in demand, and high substitute competition from other countries. Australia’s problems revolve around their late entrance into the New World’s opening markets. Recommendation It is recommended that France allows growers who have low sales to go out of business, relax their rules on the classification system, and market the local brands. It is recommended that the Central Valley vineyard should expand their development, and improve brand image by producing higher quality wine with better differentiation. It is recommended that Australia continues with the Strategy 2025 plan, reposition their wines into the premium market and continue with the innovation in their brands, packaging and image. Discussion The recommendation for France are to have the government wean their growerd off subsidiaries and stop bailing out poor growers. Too many french growers have poor quality wine, and these recommendations will boost the quality and lower...
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...The North Face hosts a high-energy sales meeting at high elevation Sales representatives live the brand and learn about new products at Martis Valley The Challenge The North Face wanted attendees at its Spring 2013 sales meeting to live the brand with an authentic outdoor experience. Sales representatives and corporate employees were invited to hike several miles into Martis Valley, a rural forested area more than 6,000 feet in elevation near Lake Tahoe in a remote region of the Sierra Nevada wilderness. The unique venue provided special challenges for Henry V. The Solution This massive undertaking required that Henry V transport thousands of pounds of tents, chairs, audio-video equipment and temporary power to a remote region of the Sierra Nevada wilderness in order to safely and spectacularly support an audience of nearly 500 guests. Henry V staff lodged in a RV at the remote event site for a week to support the incredible outdoor experience. A 130- by 80-foot saddle tent was the primary venue for general session presentations and meals. Inside, a mountain- shaped structure upon which video mapping projection technology was employed to paint seasonal scenes as a backdrop for presenters. Scaffolding, rock climbing wall cleats and other similar elements enabled presenters and sponsored athletes to speak from different height levels. Henry V also created a custom mobile app for sales content with social networking features for real-time feedback during breakouts. The Results ...
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...sold under its own brand name. Acer also produced equipment on an original equipment manufacturer (OEM) basis for well-known global companies such as IBM, Dell, and Hitachi. As company founder, chairman, and CEO, Stan Shih built Acer Inc. into one of Taiwan’s most successful companies. Despite Acer’s success, the company had trouble breaking into the American market. Between 1995 and 1997, Acer’s U.S. market share dropped from 15 to 5 percent. In the late 1990s, Shih noted, “In the United States and Europe, we are relatively weak. The local players there are very strong. The problem is that we don’t have good experience in marketing in those regions. It’s a people issue, not a product issue.” Shih has discovered that building brands in the business-to-business market is easier than building brands in the business-to-consumer market. “Business-to-consumer brands have more value but also face more challenges. People involved in business-to-business are usually rational, but consumers in business-to-consumer are usually emotional in choosing their brands,” he says. In 2000, in a major restructuring, Acer spun off its manufacturing operations. The reason: Shih wanted to transform Acer from a top 10 global PC manufacturer into a “marketing and services powerhouse.” Shih also refocused Acer’s distribution and marketing on the vast, fast-growing China market. Acer and other key Source: Dan Hartung/Getty Images. ISBN 0-558-55519-5 Global Marketing, Sixth...
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...companies may go global, with operations around the world or may operate only in India. They have one common feature and that is ownership of powerful brands. Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. FMCG products contrast with durable goods or major appliances such as kitchen appliances, which are generally replaced less than once a year. In Britain, "white goods" in FMCG refers to large household electronic items such as refrigerators. Smaller items such as TV sets and stereo systems are sometimes termed "brown goods". Some of the best known examples of Fast Moving Consumer Goods companies include Colgate-Palmolive, General Mills, H. J. Heinz, Cadbury's, Nestlé, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kimberly-Clark, Kraft, Pepsi, Wipro Consumer Care, Barilla Group, Mars and Red Bull Energy Drink. A brand evokes distinct...
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...e=2578913&archive=true http://www.irishtimes.com/newspaper/finance/2011/1109/1224307250711.html http://www.just-drinks.com/news/aspall-sees-fy-exports-soar_id106599.aspx http://www.apfelbaum.net/ http://www.hellerauer-fruchtsaefte.de/faq.html http://www.thatcherscider.co.uk/product/the-cider/premium/thatchers-green-goblin-cider.ashx http://www.diningchicago.com/blog/2010/10/27/eat-this-fresh-apple-cider-the-toast-of-autumn/ http://agsci.psu.edu/tfpg http://www.thisismoney.co.uk/money/markets/article-1723712/CC-relishes-growth-in-Magners-cider-sales.html Market Players * KELTEREI POSSMAN GmbH & Co. KG * Kelterei Possmann KG Brand Volumes, 2006-2010 * RAPP’S KELTEREI GmbH * Rapps Kelterei GmbH Brand Volumes, 2006-2010 * KELTEREI HEIL OHG * Kelterei Heil OHG Brand Volumes, 2006-2010 * ------------------------------------------------- KELTEREI WILHELM HOEHL HOCHSTADT GmbH & Co KG Cider Market in Germany to 2014 Market Research Report * Product Code:DAT28740 * Publication Date:March 2011 * Publisher:Datamonitor * Product Type: Report * Pages:31 * Cider...
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...Despite their conception in 1903, Harley-Davidson and the motorcycle industry as a whole didn’t really take off until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their civilian life. This generation known as the "baby-boomers" quickly became the main target audience for many of Harley-Davidson’s marketing efforts. With sales increasing and the industry growing, many "motorcycle clubs" and "rallies" were introduced. Unfortunately, due to the lewd behavior displayed by most people associated with these clubs and rallies, bikers typically had an image of being disorderly and raucous. Harley-Davidson’s image itself took a big shot due to the Hells Angels. This was a motorcycle gang wishing to become notorious for "drug trafficking and other organized crime activities," who used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the entire industry during the 1960’s. The industry was really helped out with the release of the Hollywood film Easy Rider in 1969. This film helped change the public’s perception of bikers and sparked an increase in motorcycle demand which has lasted to this day. The motorcycle industry offers products which can be viewed as luxuries...
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...overall scope and direction of a corporation and the way in which it's various business operations work together to achieve particular goals ("Business Dictionary", 2015). My team and I collectively agreed that each CEO had an overall goal of diversifying their company and increasing profits. The videos were short, but they offered a lot of insight into the struggles each CEO had to face to remain profitable. I will summarize each video and outline the corporate strategy used by the CEOs. Coca-Cola Nevelle Isdel never aspired to become CEO of the company, he just wanted to do the job he was hired to do. Mr. Isdel retired to the south of France in 2001 after 35 years with Coca-Cola. The board asked him to return after the two prior CEOs were unsuccessful. They wanted him to focus on driving sales and concentrate on acquiring new brands. In his plan to drive the company forward, Mr. Isdel did not feel the need to venture into the same businesses as his competitor, Pepsi. Pepsi had branched out from carbonated drinks to snacks foods like Frito-Lay. Mr. Isdel decided to remain faithful to the brand and introduced two new beverages, Coke Black, and a carbonated green tea, Enviga. Mr. Isdel's degree in social work shows he has compassion, and that spans across the work he does as an activist and within the community. VF Corporation Prior to watching these clips I had no idea VF Corporation was the largest seller of jeans. CEO, Mackey McDonald joined VF Corporation on 1983...
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...business globally, it is a huge decision that should not be taken lightly. There are a lot of checks and balances and one of the most important items to remember: Is this Venture going to make or break my company. This should scare anyone into doing as much thorough research as possible. You want to know if your product is a fit; who is your audience and will I be successful. Research and Development is a huge upfront cost but it can pay off in the end. Some key challenges that you will be facing is your branding and packaging. Your brand says a lot about the company and it should speak for itself. The packaging shows how much you care about your product and the environment. Global marketing is all about putting the right people in place at the right time to present your brand to the target market Explain the process for market research to assess foreign market potential When you are starting a new company, logo, packaging and all the design is how you get this party started. The creative process is long and tedious. Coming up with a brand and maintaining it is a dream and a nightmare (Wainainah, 2012). The first step is coming up with something that will appeal to the client. This requires a lot of research, forecasting and an audience. This process is not for the weak-minded. Due to the stiff competition, your main goal is to strive for recognition through brnding. Globally, companies such as Apple, Coca-Cola, Microsoft, Google and IBM are on the lips of every household...
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...RED BULL GMBH IN SOFT DRINKS (WORLD) April 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. Disclaimer All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Carbonates 169.5 billion litres Fruit/Vegetable Juice 62.0 billion litres Concentrates 43.7 billion litres © Euromonitor International Bottled Water 192 billion litres Sports and Bottled and Energy Drinks Sports Energy Water 15 billion litres Drinks 205.1 billion 16.2 billion litres Concentrates litres 43 billion litres RTD Tea 30.1 billion litres RTD Coffee 4.5 billion litres SOFT DRINKS: RED BULL GMBH While Red Bull remains...
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...Tata Motors 1. Describe the economic characteristics of the global motor vehicle industry. The characteristics of the global motor vehicle industry are a boom in certain places and a bust in others all due to economic conditions in different nations. Four years after tow of Detroit Michigan’s big three went into bankruptcy American car makers are going “full throttle” with sales in August hitting an annual rate that if substantiated can take them back over 16 million and that is a rate that was last hit before the economic crisis and 80% higher than 2009 when GM and Chrysler went into bankruptcy. The opposite is happening in Europe being in its sixth year slump now and with a weak economy, high petroleum prices and an aging population being weighing factors on mass market car makers. This has led to cost cutting and over capacity for European car makers. This seems to be a trend worldwide as well as car makers are depending on there luxury brands to make them profitable. Tata has seen a profit due to Jaguar and Land Rover surging there net sales up 71% to 566 million dollars and raising revenues 31% to 568.82 billion rupees. This came dispute as the company said “a weak operating environment in the India business which was more than offset by increasing wholesale volumes and richer product and market mixes at JLR”. This is similar to Renault depending on Nissan and sales of cars produced in low cost factories in Romania to cover domestic losses. Mercedes and BMW are generating...
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...hjedbhbkjd sbckdb snddsStrategies for Reaching Global Markets It seems as if Starbucks tends to expand into global markets through joint ventures. As Kelly and McGowen (2012) explain a joint venture is when multiple companies come together in order to pursue the same goals and opportunities (Kelly & McGowen, 2012, p. 43). Taking this a step further, it seems as if the joint ventures that Starbucks pursues are set up more as partnerships. A partnership, as defined by Kelly and McGowen (2012), is a “voluntary agreement under which two or more people act as co-owners of a business for profit,” (p. 43). As recently as January 2012, Starbucks entered a joint venture with Tata Global Beverages to begin opening and operating Starbucks cafes throughout India (HT Media Ltd., 2012). Also, according to Carol Matlack (2008), there is a major difference between the way Starbucks stores are owned and operated within the United States versus without. Inside the U.S., close to two-thirds of their stores are owned by Starbucks while outside of the U.S. about two-thirds of their stores are partnerships. This makes sense for the Starbucks Corporation because they are able to align themselves with partners who may already have working knowledge of what it takes to run a business in other locations outside of the United States. They can also help by taking on some of the costs associated with expanding into new markets, making the move less of a risk and financial burden on Starbucks...
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...international business and marketing topics in theory and practice (case studies). It aims at building students’ awareness of business and marketing mix issues in the global context, and provides the tools to manage products and brands globally. 2. Overview This course offers a framework that allows students to see the big picture. After laying the foundations students will learn about the fundamentals and strategic impact of globalization on today’s business decisions, and how to position, communicate and price products globally. Along the way students will also see how companies are dealing with global marketing issues due to a wealth of case studies and examples. 3. Learning Outcomes Upon successful completion of this course, students will have acquired: An overview of international business strategies An overview of current marketing principles and practice An in-depth understanding of the concepts required for developing and managing global markets An evaluation of the changes that have occurred in the competition for global markets A deeper look at the causes of cultural differences The ability to effectively apply analytical criteria in order to evaluate opportunities of global The ability to take global marketing decisions and manage processes involved in developing global markets, product or brand introduction The ability to structure and report innovative concepts and ideas effectively verbally, visually and in writing The ability to appreciate alternative...
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...------------------------------------------------- The Himalaya Drug Company From Wikipedia, the free encyclopedia The-Himalaya-Drug-Company-Logo The Himalaya Drug Company | Introduced | 1930 | Markets | Global | Website | http://himalayahealthcare.com/ | The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5,000 year old system of medicine. Himalaya’s product range includes: pharmaceutical, personal care, baby care,animal health and nutrition. Himalaya Global Holdings Ltd. (HGH), located at the Dubai International Financial Centre, is the parent of The Himalaya Drug Company worldwide. It is also the global headquarters of all Himalaya subsidiaries.[1] Company Profile: Eighty three years ago, on a visit to Burma (Myanmar), Mr. Manal saw restless elephants being fed with a root to pacify them. The plant from which this root was taken was Rauwolfia serpentina. Fascinated by the plant's effect on elephants, he had it scientifically evaluated. After extensive research, Serpina, the world's first anti-hypertensive drug, was launched in 1934 ans is sold till today. The premise of researching nature forms the foundation of Himalaya’s operations. Himalaya pioneered used modern science to rediscover and validate Ayurvedic principles. Since its inception, the company has focused on developing safe and natural remedies to address a variety of ailments. Today...
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