1. ESPOIR COSMETICS COMPANY Case analysis of ECC Decision as to whether develop a global branding initiative or to carry on with the firms existent domesticated marketing concept.
2. ESPOIR COSMETICS COMPANY Executive vice President & global marketing officer : Natasha singh Chairman : Edjohnson CEO : Tasha Marketing head for North Americe : Brian Davis Marketing head for Europe : Jacques Dubois , Vasylko Mazur Marketing head for South Asia : Ravi Narayanan
3. ESPOIR COSMETICS COMPANY Supreme studios offered Espoir the cosmetics sponcorship for the second ‘Diana’s She Devils’ movie whose plan is to release all over the world. First, next year is 50th anniversary. Second, this is an ideal vehicle to launch a global brand-building strategy.
4. ESPOIR COSMETICS COMPANY Brian Davis, the marketing head for North America loved the idea. As two of the stars happen to represent big ethnic markets in the U.S Johnson said "If the recession in the U.S. gets any worse, and it may, I'll have to cut marketing budgets again.
5. ESPOIR COSMETICS COMPANY The Marketing head of south asia likes to try it. The only problem is with that Europe head who is not accepting this idea because he thinks that it won’t work there
6. ESPOIR CASE ISSUES Changing Consumer Trends Different taste and preferences in different market segments Competition Leadership Positioning Different cultural issues Globalization Recession in US
