ADV 330: Section: 731
Global Brand Face Off
The purpose of this memo is to provide strategic insight on how Espoir should go about taking its new branding initiative global. As well as the follow up course of actions that need to be set in place in order for it to be a success.
One of the many key issues underlying a successful global launch for Espoir is the mixed reactions to a global campaign. Mazur head of Eastern Europe marketing wasn’t thrilled by the idea at all, while Dubois head of Europe marketing supportive about a global launch surround the upcoming Diana’s she Devils sequel movie seeing as thought rival competitor ...view middle of the document...
Analyzing all the major factors from the report the root of the problem is both the cultural differences between all three regions as well as the lack of cooperation on Mazur’s end.
Discussion of Alternatives
I recommend Ed Johnson chairman and CEO of Espior get involved and explain to Mazur’s this isn’t just about him and Eastern Europe it’s much bigger than that. Also the models from Asia, South American, Europe in my opinion should represent traditional cultural colors as recommended at the same time represent some of the modern colors to appeal to the younger demographic and those interested in keeping up with the now. As far as websites go it’s best the overall designed be in a traditional North American web format since Espior is a North American brand. As far as budgeting is concerned the North Americas marketing head should handle some of the bills as mentioned two of the stars in she Devils have a core following in North America while the three other regions pitch in.
My reasoning for requesting Ed Johnson to step in is because, Mazur marketing head of Eastern Europe wasn’t willing to compromise nor come to some agreement with Natasha. Yes, he’s the best option when it comes to gaining insight on things such as consumer demographic makeup in the region and cultural trends but he’s not willing to give it a shot. With that being said Ed Johnson would have a better chance of convincing Mazur how big of an opportunity this is for everyone involved in this project. Not to mention the praise and accolades that come along with the success of global projects. Mazur being a marketing head of a region is sure to see rewards for example, an increase in salary or a promotion. Natasha isn’t in the respective position to make Mazur those promises, but Ed Johnson is.
Going back to what Narayan said when it comes to cultural norms, there will be conflict with one another. Colors that appeal to the European demographic may not be as appealing to those in Asia, so as Natasha suggested each actress/model will portray their region and the selected regional colors that go along with it. At the same time, I suggest a splash of color is also added to each model if you will what I mean by that is, trending colors that will catch the eye of the younger consumers or those who want to be “with it”. This way all demographics are accounted for and Espoir provides a larger selection for the 50th anniversary line.