International Marketing
Case History: Global Entertainment
In the entertainment industry, a strategic approach to marketing ensures that movies, television programs and other entertainment related product are precisel targeted to well defined audience segments. Within this framework, the role of established movie and television stars is to deliver brand name value.
In consumer products industry dominated by powerful global and local competitors, a celebrity-based advertising strategy was developed to build brand recognition for a product line, and accelerate share growth at the expense of market leaders.
A consumer segmentation structured the relative drawing power of international and local stars, their fit with the product category, and their potential appeal in key markets. The strategic use of stars and celebrities dramatically improved brand awareness, resulting in equally dramatic share growth.
