Written exam N° 1
BACKGROUND. You are one of the directors of a French cosmetics company. Your company has created recently a very successful eau de cologne for men, under the brand of Physique. Now, your company wants to go global.
Your task is to plan an international campaign for the product Physique. The company wants to launch the product in ten countries. (YOU select the countries: they could be European countries, or Asian, or American: it’s up to you.)
You have to create a strategic plan for this launching. How can you plan this international campaign in a way that Physique becomes an internationally recognised product?
You have to synthesize your strategic plan in one page and a half. You have to talk about: the target audience for the international campaign, the brand image for the product, its positioning, its packaging, possible slogans, adaptation to regional and cultural differences et cetera.
You can obtain some more information about this work in the pages 20-21 of the book Market Leader.
Policies:
Deadlines:
If you are in TD 10: Saturday, November 7, 2020, at 13H 30m.
If you are in TD 03: Sunday, November 8, 2020, at 13H 30m.
You have to send your work via e-mail at upecenglish100@gmail.com
Please send your document in a PDF format.
The exam is INDIVIDUAL. One student=One exam (no work in groups is allowed at this point).
Avoid writing the same exam with your classmate: If I receive 2 or more exams that look
exactly the same (or even very similar), both exams will be graded with a 0.
Avoid plagiarism: Your essay will be checked online.
If your text shows 15% (or more) of coincidence with something previously
written, your grade will be a 0 (zero).
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