In 2006, Radiant Make-Up president and CEO, Margaret Clark was considering the start of a new, lip-plumping product called "Four Carat Pout." Clark faced many choices relating to the start: marketing the product as a luxury brand or a retail item; the best way to place the product as a potential starting point for an expanded anti-aging line; and how to market and distribute the merchandise globally, especially in France.
Dilemmas of intellectual property were also vital to the launching: in the past, Radiant had faced difficulties with counterfeits cosmetic. With the start of the new product Four Carat Pout, Clark needed to decide whether to pursue and/or patents, copyrights trademarks for various facets of the new product. The case targets intellectual property problems in international trend products and the interplay between marketing strategies.
Radiant Cosmetics What's in a Pout Case Study Solution
PUBLICATION DATE: July 20, 2009 PRODUCT #: 310003-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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