Case 3.1 United Cereal: Lora Brill’s Eurobrand Challenge
This case pays attention to whether to launch a new cereal product, Health Berry Crunch in
French or not. Also, Lora Brill, the European vice president, what she needs to consider more is
that should this new product be the first step to promote as a Eurobrand. Based on this argument,
there are two complicated problems that Lora Brill faced: the test Health Berry Crunch is
insufficient; and what she planned for team structure in the Eurobrand was challenged by James
Miller, the Division VP responsible for U.K. countries. In my opinion, promoting the Eurobrand
is feasible because of the scale of economy in Europe and the corporate values of United Cereal.
However, Healthy Berry Crunch, as a new cereal product, instead of being the first step to a
Eurobrand, I hold the view that it should just be a stand alone launch for France.
Eurobrand is a market trend and an economic necessity. However, according to the case, the
