30 October 2025
Authors: Maria Giovanna Devetag, Giovanni Zazzerini, Vincenza Caputo
Abstract:
Marco is the H&S global brand manager. In his office in Milan, he is reviewing annual figures, and looking at communication costs, he starts wondering about a worldwide cost-cutting strategy. In his mind, the option of developing a global one-fit-all campaign instead of several local ads seems the best solution. He decides to share his thoughts with his colleagues before making the final decision.Chiara, the Italian-Chinese newly employed H&S marketing analyst, who has a background of sinological studies and entered H&S after coming back from a work experience in China, participates to the meeting, taking place in the late afternoon.Marco: “our brand has a global reach, our brand identity is well defined and customers appreciate our products. We’ve invested a fortune to communicate our uniqueness, but now I have been asked to pay attention to communication costs and I am inclined to opt for a single campaign fitting all the markets we operate in. In my view a single global campaign would be equally effective as compared to different campaigns for local markets and it would save us some costs. Think about what we did last year with the Chinese and Italian markets (see Annex 1 – The Italian and Chinese Advertising campaigns), don’t you think that we could develop a global one-fits-all campaign?”.
Download Case Study
Richiesta Teaching Notes
