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Rejuve Cosmetics

Introduction
This case is about Rejuve Cosmetics, one of the worlds best known cosmetic companies
with over $1.1 Billion in revenue. The main character of this case is Natasha Patel, who is the
Executive Vice President and Global Marketing Officer at Rejuve Cosmetics. Patel joined this
company as a Marketing Head, Rejuve Cosmetics, India. She has worked hard to increase the
market share of the company in India and has impressed everyone by his decision making skills,
as a result the Chairman and CEO, Ed Smith, offered her the position of Global Marketing
Officer after three years of her joining. As a Global Marketing Officer, she is responsible for
marketing nail polish and lipstick in 75 countries. The main issue of this case is that Patel want to
associate Rejuves new summer cosmetic line with the sequel of What Women Want movie.
She is optimistic and believes that it is an ideal platform to launch a global brand building
strategy and will be a grand thing for the companys 50th Anniversary next year.
Case Analysis
Problem
Budget is the main problem for Rejuve cosmetics. The company doesnt have enough
money to fund this global campaign. Patel shared her thoughts and plans with Ed Smith,

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Chairman and CEO, Rejuve cosmetics. Fox Studios have offered Rejuve cosmetics, the cosmetic
sponsorship for the sequel of What Women Want movie. She gave the example of Revlon, who is
currently the market leader in similar cosmetics. Such actions have helped Revlon to attract more
customers and gain market share on a global scale. Smith finds it interesting and is convinced by
Patels plan but the major problem is of money. The company doesnt have enough money in
their budgets for advertising & promotion on a global scale. He informs her about the chances of
recession in US and if it occurs, hell cut the marketing budgets again. In that case, the country
heads will face the difficulty for their local advertising or promotion initiatives after paying for
your global promotion. They will not like it and will blame you for such loss. So it is better to
check with the regions before going any further.
Issues/Factors
As a global marketing officer, Patel has a key role to play (Barbara, p. n.d.). She has seen
other companies sponsoring movies and they have got their returns in the form of increased
market share, brand awareness, and brand equity. Success has made her over confident thinking
that the movie What Women Want was a hit on the box office and the same stars are back in the
sequel again. Patel hopes that this deal will help the company to grow as the stars are from South
America, Europe and Asia, the fastest growing markets for Rejuve Cosmetics. She plans to
create three new lipsticks and nail polish combinations in the right palette for each of the stars
and wants to associate the stars with the advertisements. As the film gets released in each
country, they can launch new products in specially designed packs. For this purpose she plans to
meet the marketing heads of different regions to get their opinion and gather money for this
global promotion. The Marketing heads of South Asia (Ravi Narayan), Europe (Jacque Dubon)
and North America (Brad Davis) are ready to take this challenge but the marketing head of

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Eastern Europe (Vasylko Mazur) is not interested in this idea at all. He believes that the market
of Eastern Europe is very different from other markets. He needs to be quick, tactical and
responsive to local needs and if he follows her rules of standardization, this will slow him down.
He will only listen to her after Rejuve becomes the market leader in Eastern Europe.
Precautions
When Patel became the global marketing officer, Smith told her that they need to develop
a more cohesive brand identity and find ways to leverage local strategies across markets. It is her
responsibility, as a global marketing officer, to facilitate growth, sales, and marketing strategy as
well as equally important to keep in mind the needs of the consumers. The needs of consumers
are converging due to internet, media and international travelling but that doesnt mean
consumers will adopt the same product in every market. Patel forgets that globalization has
allowed consumers to choose product from all over the world, as a result they have become more
selective and has created difficulties for executives to identify consumer preferences in many
markets.

Conclusion and Recommendations

In todays competitive marketplace, companies have to stay closer to their customers in
order to satisfy their needs. Many brands are capable of generating universal appeal as is the case
with Rejuve, however it is important that some elements of the marketing must be managed
globally, regionally and locally. Patel has to keep in mind the fact that there are still several
factors which must be kept according to the local markets. Local managers must be given the
leverage to make necessary amendments according to their local markets. One size fits all is a

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risky concept however keeping the right balance between global or local promotions will bring
more favorable results.
Integration and coordination amongst different regions is very important when you are
doing business internationally (Daniels et. al, p. n.d.). It diversifies the risk and helps the
company to grow (Kotler & Keller, p. n.d.). Business is all about exploring the opportunities and
taking risk. As Samuel Johnson, famous English writer once said, "Nothing will ever be
attempted, if all possible objections must be first overcome. Companies are building up limited
strong brands to cater diverse consumer needs. They are using their resources purposefully and
achieving economies of scale by leveraging brand equity across many categories. Especially the
idea of premium color cosmetics is very useful and it has benefitted many cosmetic companies in
the past. Through this idea Patel plans to leverage attributes and brand awareness. This will
attract new customers as well the existing ones to try the new product.
Companies need to develop a common understanding on their definition of a global brand
and their vision within the organization. Patel need to develop a common understanding with
their local managers to work effectively for the success of the company. These days companies
are trying different ways to combat competition from the masstige brands. Especially cosmetic
companies are focusing more on enhancing the brand experience in order to distinguish their
premium brand from these masstige brands (Holt, p. n.d.).
Companies who are building global brands also make sure that they have built a proper
structure to control the operations. Managing a global brand requires proper division of duties
and roles for each element of the marketing mix. Patel must understand that teamwork is very
important when it comes to global marketing and those who manage it successfully will get the
success both locally and globally.

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Works Cited

Daniels, J., Radebaugh, L.H., & Sullivan, D. International Business: Environments and
Operations, 14th Edition, Published (2012) by Prentice Hall, p. n.d.
Kotler, P., & Keller, K.L. Marketing Management, 12th Edition, Published (2006) by Pearson
Prentice Hall, p. n.d.
Parker, Barbara. Introduction to Globalization and Business: Relationships and Responsibilities.
Published (2005) by SAGE, p. n.d.
Holt, D.B., Quelch, J.A., & Taylor, E.L., How Global Brands Compete, Boston: Harvard
Business Review (2004) September Issue p. n.d.