International Marketing Rimmel London Is Term Paper

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The company is not presently seeking major expansion of distribution points, but is rather focused on organic growth within its current strong markets. However, there is little concrete information from the company with regards to the state of its expansion plans.

Rimmel is based in London, and trades heavily on the image of London as a fashion center. London-based models are typically used to promote the brand (Kate Moss, for example) and the company utilizes the tag "the London look" in some of its promotions.

The manufacturing location of its products is virtually irrelevant in the company's marketing, with the possible exception of using local production to avoid duties and tariffs. Assembly is also largely irrelevant -- Rimmel is strictly focused in its marketing messages with the London association.

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London is the central focus of the advertising, to the point where the products are explained in the context of different areas of London or in context of a perfect day out in London. While Rimmel started in London and is headquartered there today, it is unlikely that any production or material sourcing takes place in central London today.

This perception is important because London is a global fashion center. The actual origins of the base ingredients or the manufacturing facilities do not have the same glamour that London has, which is why the company emphasizes its point of origin rather than its point of manufacture......

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