Case study 2 Essay Example | Topics and Well Written Essays - 750 words

Case study 2 - Essay Example 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 â€Å"the latest color† that they saw being advertised from an â€Å"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 th em 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 confusi on 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