espoir case
... Executive Summary This report gives advice to Espoir Cosmetics whether to launch a global brand-building strategy, or to keep marketing activities local. Espoir Cosmetics has received an offer: sponsorship of the sequel to the Hollywood hit Dianas She Devils. ... As soon as the film is released in each country, Espoir can launch lipsticks and nail polishes. ... Should Espoir take its new branding initiative global? ... By defining the business, making an analysis of the internal and external environment, the consumer and competitor’s, this report comes to a conclusion in which we recommend Espoir how to handle this big change in strategy. All big cosmetic brands choose a global marketing strategy, so Espoir cannot stay behind. ... Espoir with Natasha Singh as global marketing officer are on the right track. ... 1 Background of Espoir Cosmetics 4 2. ... Introduction We wrote the report “Think Global Act Local” to analyse Espoir Cosmetics. ... 1 Background of Espoir Cosmetics Natasha Singh is executive vice president and global marketing officer of Espoir Cosmetics. ... To launch the idea, she wants to link a sponsorship, which is offered to Espoir by Supreme Studios, to the second “Diana’s She Devils” movie. She thinks Espoir should do something splashy because of the 50th anniversary and she believes that sponsoring the movie would be an ideal vehicle to launch a global brand-building strategy. ... 2 Problem Definition Should Espoir take its new branding initiative global? ... - Does Espoir need to use the same line of products for every country? ... 1 Summary Natasha Singh is executive vice president and global marketing officer of Espoir Cosmetics. ... To launch the idea, she wants to link a sponsorship, which is offered to Espoir by Supreme Studios, to the second “Diana’s She Devils” movie. She thinks Espoir should do something splashy because of the 50th anniversary and she believes that sponsoring the movie would be an ideal vehicle to launch a global brand-building strategy. At the premiere of 2003’s most anticipated movie “The Grid Revisited”, she presents her idea to Ed Johnson, chairman and CEO for Espoir. ... The Espoir woman is smart, independent, a risk taker. ... But at least, she thinks, Espoir should accept the offer to sponsor the “Diana’s She Devils” movie, if only it was to learn from it. ... 3 Business mission Espoir Cosmetics’ mission is to develop a cohesive brand identity by coordinating local strategies and to find a way of leveraging synergies across markets. ... ) Espoir Cosmetics is one of the world’s best-known cosmetic companies with the goal of making profit. ... This means that, when you look at the actions of the big cosmetic companies that have been globalizing their marketing actions for over years now, Espoir cannot stay behind. ... Espoir’s chairman and CEO is Ed Johnson. When Espoir starts the internal actions for globalizing their product, they need to consider the effects these actions will have on its personnel around the world. ... 2 Strengths / Weaknesses Strengths • Espoir has one of the worlds best known brand names in cosmetics; • They are represented globally; • The local marketing managers know their markets. Weaknesses • Espoir’s managers are not yet in one line concerning ideas about globalisation and product management; • The ever decreasing marketing budget; • The company’s size: though having a big brand name, Espoir is still 10 times smaller than giant L’Oreal, which makes a net sales of more than 14 billion dollars a year. ... 2 Consumer analysis Espoir’s consumers are women around the world.