Module I Euro Disneyland
Module I Euro Disneyland COM 105
Popular in Com 105- Communication in Global Context
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This 2 page Class Notes was uploaded by Alanna Wight on Friday December 11, 2015. The Class Notes belongs to COM 105 at Washington State University taught by Gallagher in Fall 2015. Since its upload, it has received 11 views. For similar materials see Com 105- Communication in Global Context in Communication Studies at Washington State University.
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Date Created: 12/11/15
Module 1 Crosscultural Communication Colgate s Distasteful Toothpaste EuroDisney Lecture 4 992015 M 0 Colgate s international sales represent 12 of total revenue 0 Colgate bought 50 partnership in the Hawley and Hazel group for 50 million 0 No management rights 0 H amp H group 1933 oral care Hong Kong 0 H amp H Web site httpwwwdarliecomen DLkie 0 Produced since 19205 0 Al Jolson blackfaced entertainer 0 httpwwwyoutubecomwatchvPaj7FNHan ampfeaturerelated 0 httpyoutubeJFUAfPy3 g E 0 US minorities and civil right groups 0 The Interfaith Center on Corporate Responsibility 0 Petition requesting change in logo amp name 0 R Anderson Colgate s director of corp development 0 Not beyond Far East 0 Imitation highest form of flattery 0 Congress 0 R Mark CEO offensive trying to change since 1985 Plan to repair the damage 0 Changes implemented over a year to maintain brand loyalty 0 Process took three years 0 English name change to Darlie 0 Colgate pays cost 0 Worldwide apology 0 Later Colgate distanced itself from the brand US management removed from Euro Disneyland 0 Jan 18 1993 Robert Fitzpatrick quit one year after the grand opening of Euro Disney Within the first year of opening Compromised quotsqueaky clean image Lifted alcohol ban Reduced prices for park restaurants and hotels Euro Disneyland Obstacles to Success 0 Cultural imperialism 0 Land 0 Traffic congestion noise pollution 0 Flexible hours 0 Howdy 0 Appearance code 0 Smiling 0 Disney s strategy 0 PR program 0 Altered attractions 0 Casting centers all over Europe 0 Preopening party
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