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The objective of this case study is to examine the success of I Nuovi Cosmetics Singapore Pte Ltd (INC).
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CHAPTER 3: The Case of "I Nuovi Cosmetics" The objective of this case study is to examine the success of I Nuovi Cosmetics Singapore Pte Ltd (INC). INC utilized a very international approach in its operations, from the portrayal of I Nuovi as an international brand to the outsourcing of production overseas. To better understand its international operations, the USA and Japan markets are discussed in greater detail. Marketing strategy adaptations have been made in each country due to economic, cultural and legislation differences. Introduction According to Interbrand's 2001 ranking of the most valuable global brands, less than one percent of them were from the Asia-Pacific, despite Asia's representation of 56 percent of the world's population (Rosenkranz,2001). Asian companies face difficulties in building strong global brands because of powerful western brands and global consumers perceptions of low quality of Asian brands. Hence, branding should be a priority for Asian...
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