Sara Alavinia 1091200609 sali_alavinia@yahoo.comSepideh Mahdi Beig Zadeh 1091200273 sepideh_mbz@yahoo.comSeddigheh Tavakoli Soveiri 1091200493 sedighehtavakkoli@yahoo.com

GLOBAL MARKTING SHORT CASE4-1 SELLING BRATZ DOLLS IN ASIA –”HOOKER CHIC DOES NOT CATCH ON

GLOBAL MARKTING SHORT CASE5-2 CAN I GET A BUD, PLEASE ?WHICH BUD?CZECH OR AMERICAN?

Assoc ,Prof. Dr. David Yong Gun Fie

GLOBAL MARKTING SHORT CASE4-1 PAGE 139SELLING BRATZ DOLLS IN ASIA –”HOOKER CHIC DOES NOT CATCH ON

History

2001, The first four Bratz dolls,

Jade, Cloe, Sasha, and Yasmin,

produced by MGA Entertainment

each attired in urban-styled

fashions. 2002, Bratz became the Girls' Toy of the Year in the

United Kingdom, later making a serious competition for Barbie.

2005, Bratz' fashion style moved away from urban themes and towards more everyday styles, with coordinating accessories.

Sport Activity Pop Stars Birthday Camping Hollywood Style Rock Angels

Genie Magic in 2006

The collection included Cloe, Sasha, Jade, Meygan, and Yasmin dressed in extravagant and elaborate Moroccan/Egyptian/Bohemian-style fashions.

Genie Magic would prove to be one of the biggest selling Bratz collections in the company's history.

Bratz was targeted at Tweens who were kids (girls) in the age group of 8-12 years.

These dolls were fashionable, wore stylish clothes ,their lips are huge their heads seem rather large and legs a little long ,their hair is long with thick body proportions, heavy make up, and crazy sexy outfits.

Had a multicultural look which attracted diverse buyers more than Barbie.

Bratz had become the top lifestyle brand for girls aged 7 to 14 years.

In addition to the dolls, the Bratz line includes collectible posters and a series of video games(Bratz on the Beach is apparently the most popular fashion game on free online game website) developed by Blitz Game.

Many more accessories such as the Bratz Make-up Bag, Spa, Nail Stencil Factory, Bratz Petz, , Furniture, and Cars. They have even released a music single.

1. Examine what cultural factors hindered the take-off of Bratz in Asia despite the dolls’ phenomenal success sin the United States and in Europe?

Different lifestyle in Asia and United States and in Europe.

Asia : Teenage girls who must learn Takes good care of family Simple life Hard working

United States and Europe : Teenage girls who have grown up with MTV and lifestyle magazines

like Seventeen.

Selling BRATZ dolls in Asia

Aesthetics

These dolls are fashionable Stylish clothes Lips are huge Hair is long Thick body proportions Heavy make up

Religion

Crazy sexy outfits that is not acceptable for countries

Selling BRATZ dolls in Asia

2. Discuss what MGA Entertainment can do to boost the sales of Bratz dolls in Asia?

Produce according to different culture in different country (by attention to make up, dress& training accessories)

Accessories

Selling BRATZ dolls in Asia

Distribution Make dolls as a symbol ( study, sports, also personality) Use events of a country’s cultural calendar (Chinese, New

Year, Ramadan)

Selling BRATZ dolls in Asia

GLOBAL MARKTING SHORT CASE5-2 PAGE 189

CAN I GET A BUD, PLEASE ?WHICH BUD? CZECH OR AMERICAN?

The issue:

Budweiser Budvar in Czech

American Budweiser

Bud and Budweiser in a beer shelf

This issue involves United States of America’s and the Czech Republic’s beer producer attempting to legally win the exclusive right to the trademark use (Budweiser) on their products, and the dispute has been taken to courts in different countries

Legal Cases:

Anheuser-Busch still holds unchallenged rights to the Budweiser name in most of the world, including North and South America and virtually all of Asia.

Switzerland : Anheuser-Busch will sell its product under different name.

Germany: The Anheuser-Buch had to sell its product under the other name.

England: England has thus recognized that both the brewers have the right to use both the trademarks.

Current implemented strategy of Budvar and Busch:

Budvar: to increase its

marketing communications to stress its beer as a

differentiated product

Busch:to promote its brand

as a familiar and general brand.

The protected designation of origin Covers agricultural products and foodstuffs which are produced, processed and prepared in a given geographical area using recognized know-how.

Which comes from such an area, place or country?Whose quality or properties are significantly or exclusively determined by the geographical environment, including natural and human factors?Whose production, processing and preparation takes place within the determined geographical area?

Protected Designation of Origin (PDO)

Queso Majorero Cheese - Antigua

Protected Geographical Indication (PGI)

The protected geographical indication Covers agricultural products and foodstuffs closely linked to the geographical area. At least one of the stages of production, processing or preparation takes place in the area.

Which comes from such an area, place or country?Which has a specific quality, goodwill or other characteristic property, attributable to its geographical origin?Whose production, processing or preparation takes place within the determined geographical area?

Champagne-France

1. How important is it to the two companies to retain their right to market protect under their original brand names in different countries ?

It is so important,

Because of……..

Benefit small and mid-size producers and processors – products often do not compete with commodity products, particularly those coming from less- favored or rural areas & even the retention of population in rural areas. Rights to name/product cannot be sold to a person/company out- side the defined region.

Recognized by all member Governments thatabide by the same rules ,no need to register for trademark in each country.

The provision of clear and succinct information to consumers regarding product origin.

2. If you were the judge in this matter which way would you rule and why?

Significantly, it depends on to the country’s intellectual property protection laws.

First-to-use : like USA and Philippines. First-to-file: like France and Germany. Secondly , social , economic or financial issues will

matter.

3. Anheuser-Bush and Budvar are in never-ending legal battle. How could companies settle this out of court?

Attempting to access new markets.

Exchange some advantages of both.

Putting more emphasis on producing much more differentiated product and building customers loyalty.

Lobby intellectual property protection offices to create new rules.

To attract support of government of targeted countries.

4. What alternative marketing strategies could the two firms adopt in countries where both compete?

Marketing strategies will be implemented based on:

Buyer behavior.

Market segmentation .

Competitor analysis.

product, price, promotion and distribution.

5. Are the EU’S PGI and PDO policies a genuine attempt to assist small- to medium-sized companies or ,as the United States suggest protectionism?

Yes they have genuine attempt to assist small to medium-sized companies by implementing a specific policy in favor of such enterprises and has committed itself to improving the business environment in which they operate by applying the “ Think Small First” principle.

These conclusions give particular emphasis to three priority areas:

Access to finance.Reducing administrative burdens . Improving SMEs' access to the internal market.

On 1st December 2008 the Competitiveness Council adopted a set of conclusions on the Small Business Act.

Small Business Act for Europe (SBA):

SMEs represent approximately 99% of all the enterprises active in the supply chain, a fact that indicates the extreme fragmentation of the industry.

They play a crucial role in promoting growth and diversity of food and drink products as well as in providing job positions, namely 63% of the employment in this sector .

Small and medium-sized enterprises (SMEs)

SMEs Access to Information Resources

SMEs face difficulties in accessing information that is crucial for their development so the European Council concluded that “one-stop shops” had to be established by 2007 to support the start-up of business in a quick and simple way, with the aim of providing information for issues such as administrative procedures, legislation, funding, finding business partners etc.