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Two-Minute Case Study - Lancôme's Glocalization Glow Up
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This business English case study examines how Lancome successfully used localization and regional partnerships to boost its brand presence in France. Learners will encounter marketing vocabulary including terms like localization, glocalization, share of voice, open rates, regional handles, and return on investment. The video illustrates how global brands can adapt their marketing strategies for local markets through social media partnerships and localized email campaigns, making it an excellent resource for learners building professional English skills in marketing and brand management.
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Subtitles (42 segments)
DownloadFor most Americans, eating KFC is an average Wednesday night.
But due to a decades-long ad campaign,
KFC has become synonymous with Christmas in Japan.
So how can other global brands get a taste of localization?
For every dollar spent on localization,
brands have seen a return on investment of $25.
This is Bo Kim, advisory principal for Beauty Europe
at Gartner for Marketers.
When we think about localization, especially around email,
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Key Vocabulary (25)
To give someone something that they need or want, or to make something available for use. It is commonly used when talking about giving help, information, or services.
A case can refer to a physical container like a suitcase or box used for carrying and protecting items. It can also mean a specific example, situation, or instance of something happening, especially in legal or medical contexts.
A series of planned activities or events intended to achieve a specific social, political, or commercial goal. It usually involves a group of people working together over a period of time to change something or promote an idea.
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