Maybelline: dilemmas and challenges of launching in Brazil

Detalhes bibliográficos
Autor(a) principal: Girão, Mel
Data de Publicação: 2022
Outros Autores: Garbe, Hugo
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/88195
Resumo: You were hired as L’Oréal’s marketing manager to launch the American makeup brand Maybelline in Brazil. The global launch of this American brand is vital for L’Oréal, and Brazil is one of the eight priority countries in this process. You prepare for the launch in Brazil, positioning the brand according to the guidelines of the global team, and design the marketing mix according to this positioning. However, a macroeconomic change in Brazil negatively impacts your plans, and it is up to you, the leader of the Maybelline brand in Brazil, to propose to the matrix an alternative so that the launch is not canceled.
id FGV-9_28ff04663f3bb2334c4015a284e6f173
oai_identifier_str oai:ojs.periodicos.fgv.br:article/88195
network_acronym_str FGV-9
network_name_str Cadernos EBAPE.BR
repository_id_str
spelling Maybelline: dilemmas and challenges of launching in BrazilMaybelline: dilemas y desafíos del lanzamiento en BrasilMaybelline: dilemas e desafios do lançamento no BrasilIntrapreneurshipCorporate entrepreneurshipBrand positioningMarketing mixIntraempreendedorismoEmpreendedorismo corporativoPosicionamento de marcaMix de marketingComposto de marketingIntraemprendimientoEmprendimiento corporativoPosicionamiento de marcaMarketing mixCompuesto de marketingYou were hired as L’Oréal’s marketing manager to launch the American makeup brand Maybelline in Brazil. The global launch of this American brand is vital for L’Oréal, and Brazil is one of the eight priority countries in this process. You prepare for the launch in Brazil, positioning the brand according to the guidelines of the global team, and design the marketing mix according to this positioning. However, a macroeconomic change in Brazil negatively impacts your plans, and it is up to you, the leader of the Maybelline brand in Brazil, to propose to the matrix an alternative so that the launch is not canceled.A usted lo contrataron como gerente de marketing de L’Oréal para lanzar la marca estadounidense de maquillaje Maybelline en Brasil. El lanzamiento global de esta marca estadounidense es de vital importancia para L’Oréal, y Brasil es uno de los ocho países prioritarios en este proceso. Se prepara para el lanzamiento en Brasil, posicionando la marca según los lineamientos del equipo global, y diseña el marketing mix acorde a ese posicionamiento. Sin embargo, un cambio macroeconómico en Brasil impacta negativamente en sus planes, y depende de usted, el líder de la marca Maybelline en Brasil, proponer a la matriz una alternativa para que el lanzamiento no se cancele.Você foi contratado para o cargo de gerente de marketing da L’Oréal e tem a missão de lançar a marca norte-americana de maquiagem Maybelline no Brasil. O lançamento global é de vital importância para a L’Oréal, e o Brasil é um dos 8 países prioritários nesse processo. Você posiciona a marca conforme as orientações do time global e desenha o mix de marketing de acordo com esse posicionamento. Entretanto, uma mudança macroeconômica no Brasil impacta negativamente seus planos, e cabe a você, líder da marca Maybelline no Brasil, propor à matriz uma alternativa para que o lançamento não seja cancelado.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2022-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8819510.1590/1679-395120220008Cadernos EBAPE.BR; Vol. 20 No. 6 (2022); 931-943Cadernos EBAPE.BR; Vol. 20 Núm. 6 (2022); 931-943Cadernos EBAPE.BR; v. 20 n. 6 (2022); 931-9431679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/88195/82942https://periodicos.fgv.br/cadernosebape/article/view/88195/82943Girão, MelGarbe, Hugoinfo:eu-repo/semantics/openAccess2022-12-19T18:05:22Zoai:ojs.periodicos.fgv.br:article/88195Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:30.428271Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv Maybelline: dilemmas and challenges of launching in Brazil
Maybelline: dilemas y desafíos del lanzamiento en Brasil
Maybelline: dilemas e desafios do lançamento no Brasil
title Maybelline: dilemmas and challenges of launching in Brazil
spellingShingle Maybelline: dilemmas and challenges of launching in Brazil
Girão, Mel
Intrapreneurship
Corporate entrepreneurship
Brand positioning
Marketing mix
Intraempreendedorismo
Empreendedorismo corporativo
Posicionamento de marca
Mix de marketing
Composto de marketing
Intraemprendimiento
Emprendimiento corporativo
Posicionamiento de marca
Marketing mix
Compuesto de marketing
title_short Maybelline: dilemmas and challenges of launching in Brazil
title_full Maybelline: dilemmas and challenges of launching in Brazil
title_fullStr Maybelline: dilemmas and challenges of launching in Brazil
title_full_unstemmed Maybelline: dilemmas and challenges of launching in Brazil
title_sort Maybelline: dilemmas and challenges of launching in Brazil
author Girão, Mel
author_facet Girão, Mel
Garbe, Hugo
author_role author
author2 Garbe, Hugo
author2_role author
dc.contributor.author.fl_str_mv Girão, Mel
Garbe, Hugo
dc.subject.por.fl_str_mv Intrapreneurship
Corporate entrepreneurship
Brand positioning
Marketing mix
Intraempreendedorismo
Empreendedorismo corporativo
Posicionamento de marca
Mix de marketing
Composto de marketing
Intraemprendimiento
Emprendimiento corporativo
Posicionamiento de marca
Marketing mix
Compuesto de marketing
topic Intrapreneurship
Corporate entrepreneurship
Brand positioning
Marketing mix
Intraempreendedorismo
Empreendedorismo corporativo
Posicionamento de marca
Mix de marketing
Composto de marketing
Intraemprendimiento
Emprendimiento corporativo
Posicionamiento de marca
Marketing mix
Compuesto de marketing
description You were hired as L’Oréal’s marketing manager to launch the American makeup brand Maybelline in Brazil. The global launch of this American brand is vital for L’Oréal, and Brazil is one of the eight priority countries in this process. You prepare for the launch in Brazil, positioning the brand according to the guidelines of the global team, and design the marketing mix according to this positioning. However, a macroeconomic change in Brazil negatively impacts your plans, and it is up to you, the leader of the Maybelline brand in Brazil, to propose to the matrix an alternative so that the launch is not canceled.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/88195
10.1590/1679-395120220008
url https://periodicos.fgv.br/cadernosebape/article/view/88195
identifier_str_mv 10.1590/1679-395120220008
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/88195/82942
https://periodicos.fgv.br/cadernosebape/article/view/88195/82943
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 20 No. 6 (2022); 931-943
Cadernos EBAPE.BR; Vol. 20 Núm. 6 (2022); 931-943
Cadernos EBAPE.BR; v. 20 n. 6 (2022); 931-943
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
_version_ 1798943213990445056

Registros relacionados