1. What is the central case problem?

2. What course concepts are relevant to the case?

3. How would you evaluate managerial understanding and actions?

4. What recommendations would you make for optimizing company performance?

Can you answer these questions in copious detail?

CASE STUDY 8 C IMC Magazine: Max Factor Background For more than one hundred years, Max Factor has been developing some of the most creative and iconic market-leading makeup products. Having built a legacy in glamour, Max Factor wanted to define what glamour is and how this has changed decade to decade. Idea Max Factor set out to illustrate one hundred years of glamour and define it for the future, using its ambassadors, Gwyneth Paltrow and Marilyn Monroe, as well as bloggers and other industry experts. A partnership with three of Time Inc's biggest women's brands, Marie Claire, Look, and InStyle, gave Max Factor an authoritative voice throughout the campaign. Execution A highly targeted, expertly crafted twelve-month multiplatform campaign allowed Max Factor to showcase its market-leading credentials in the beauty category and really stand apart from the competition. The campaign included: . A glossy twelve-page insert in Marie Claire curated by the magazine's specialist team. A pop-up glamour studio at Westfield (a New York City mall, located in the World Trade Center), where women could ask the expert" and receive a makeover by a professional makeup artist. An immersive cinema experience with a special screening of Breakfast at Tiffany's hosted by Max Factor. Behind-the-scenes photo shoot with blogger "Hello October," aka Suzie Bonaldi. Interactive web and social activity, as well as targeted newsletter mailings. Interviews with top beauty professionals from Marie Claire, Look, and InStyle, exploring their defi- nitions of glamour. . Results The success of the campaign and delivery of its objectives is reflected in the results. The campaign wove a strong brand story, promoting brand perceptions of expertise, heritage, and inspiration. Pre-, mid- and post-campaign analysis showed a strong positive shift in perceptions following the magazine media campaign. Max Factor was strongly perceived as an expert in cosmetics, having a rich heritage inspiring women to try new looks. The campaign promoted brand perception. Max Factor was strongly perceived as a high-quality brand and a better value for the money than its closest competitors. The campaign also decreased the brand's image as old-fashioned and improved its credentials as an expert, glamorous, and stylish brand