Global Kick Off
ESPOIR COSMETICS GLOBAL BRAND KICK-OFF Introduction Espoir Cosmetics, one of the worlds best known cosmetics companies is confronted with the possibility of signing a big sponsorship deal with Supreme Studio’s. By closing this deal Espoir is given a sudden possibility to seriously shape their global brand building strategy. ... Should Espoir sign the deal with Supreme Studios, without having a clearcut plan for their Global Marketing Strategy? ... If Espoir Cosmetics wants their Globalization to be a successful one, management must realize that Global marketing is not only a tool to selling more products is can be a weapon for scaring away customers as well. Therefore it is necessary to fully understand the individual parts of which a Global Marketing campaign is built. A successful Global Marketing campaign can be split into four areas: 1. ... Legal and Financial Communication is very imported in the Global Marketing strategy. ... If a company wants to go global with their product, and they want to achieve that with being associated with a big sport. ... This therefore implies real-time technology that can handle global pricing. ... The solution for a global organization is to partner with locals if they are going to operate. ... A company must keep I mind that banking is local or regional and not global. ... This therefore presumes that only companies with adequate resources will consider global expansion. Summary: Global Marketing today is no different than in the past, when one wanted to open a new store in another part of town. ... Companies who are most successful in global marketing are those who understood their shortcomings, capitalized on their strengths and knew how to marshal their resources. Conclusions: Companies have to harness the coherence and scale of a global brand as well as the closeness to the customer of a local brand if they wish to succeed in today’s competitive marketplace. ... Introduce local teams: Headquarters should involve local teams in shaping the global marketing agenda. ... The Chief marketing Officer, instead of trying to impose headquarters Ideas on the managers, can source global ideas from the network. ... Develop a global vision: Vision should be described of Espoirs global marketing perspective. This vision should contain a solid definition of the areas of the global strategy where there is no room for interpretation. ... Influence local managers: An Internet site can be created, where local managers can express their ideas about the way Espoir should use their Global marketing. ... Confront managers with numbers: Singh should make clear what the costs and yield are for global consistency; see should provide him with hard hitting numbers. ... Local marketing attempts can easily be compared with the global campaign. Global Media Power provided by the Espoir Global program will offer extra muscle, which will propel local name acquaintance.