Colgate's Distasteful Toothpaste

Topics: Racism, Marketing, Race and Ethnicity Pages: 1 (265 words) Published: February 11, 2013
Brief Integrative Case 1.1

1. Identify the major strategic and ethical issues faced by Colgate in its partnership with Hawley and Hazel. Colgate’s had no right to make decision in management. Colgate had fifty percent in its partnership with Hawley and Hazel in the Asian market without having its own production plant. They had sales and profits issues. The use of Darkie logo was criticized in America and it tarnished African American. These are the major strategic issues Colgate faced. The “Darkie” logo was customer welcomed in the Asian market. however, it tarnished African American and caused the racism in America. This is the ethical issue Colgate faced. Colgate had to repair the damage. They proposed to change their brand name and logo.

2. Colgate should have changed its product’s logo and name. They need to avoid racial, political and some other problem in making a new product’s logo and name and become more aware of those issues.

3. I don’t think it’s possible and I don’t think it’s a possible reason for Colgate’s not responding quickly to domestic complaints. I think Colgate should find a better way to promote its product. Things such as advertising and promotion should have been pursued. As well as Colgate should have its own rights to make decisions in management.

4. It was not right for Colgate. During the negotiations, Colgate should have kept its own management rights to make decisions. They should have made their own decisions in its marketing strategy of this product name and logo. It is important for a company to survive.
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