Maybelline: dilemmas and challenges of launching in Brazil

Abstract 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.

摘要：你受雇担任欧莱雅（L’Oréal）的市场营销经理，负责将美国彩妆品牌美宝莲（Maybelline）引入巴西市场。该美国品牌的全球首发对于欧莱雅而言至关重要，巴西亦是此次全球推广的八大重点国家之一。你需依据全球团队的指导方针，为巴西市场的上市活动做好筹备，对品牌进行精准定位，并基于该定位设计营销组合策略。然而，巴西国内的宏观经济变化对你的推广计划造成了负面影响，身为巴西区美宝莲品牌负责人的你，需要向矩阵式管理团队提出替代方案，以确保该上市计划不会被取消。