Colgate Max Fresh Case
CONTENT
Question 1. Analyze the factors leading to Colgate Max Fresh's success in the US market………………………………………………………………………………………..4
Question 2. Critically evaluate CMF's adaptation strategies in China and Mexico. From a global CMF perspective, what are the short-term and long-term impacts of these adaptations?.............................................................................................................................6
Question 3. Suggest guidelines for optimizing new product introductions for Colgate Palmolive worldwide. Provide appropriate justifications……………..……………………………….11
Question 4. Write an outline marketing plan, focusing on product, price and promotion for the launch of CMF as a global brand. Provide brief justifications for each……………….…...13
Bibliography……………………………………………………………………………….16
Appendix1…………………………………………………………………………………17
Question1.
The article Colgate Max Fresh: Global Brand Roll-Out presented a case of Colgate-Palmolive Company and the process of taking a new product, Colgate Max Fresh, global.
Colgate-Palmolive symbolizes the personal hygiene industry in the U.S., and as an international corporation has established itself as a leading household name in many foreign countries.
Having strong historical records as a producer of dental cream, in 2004 Colgate-Palmolive had the leading value market share of toothpaste in the U.S. Colgate also had a commanding lead in the international market with a global toothpaste market value share of 39.7%, compared to Procter & Gamble with only 14.7% (Table-A).
From Table-B in the case, CP and P&G are on a head to head competition for the 2004 value share of the U.S. toothpaste market with 34.8% and 31.6% value share respectively.
The company’s U.S. and world leadership in the toothpaste markets with its world-known brand was undoubtedly one of the reasons why the next product – Colgate Max Fresh – built its success on the US market.
The company’s
Question 1. Analyze the factors leading to Colgate Max Fresh's success in the US market………………………………………………………………………………………..4
Question 2. Critically evaluate CMF's adaptation strategies in China and Mexico. From a global CMF perspective, what are the short-term and long-term impacts of these adaptations?.............................................................................................................................6
Question 3. Suggest guidelines for optimizing new product introductions for Colgate Palmolive worldwide. Provide appropriate justifications……………..……………………………….11
Question 4. Write an outline marketing plan, focusing on product, price and promotion for the launch of CMF as a global brand. Provide brief justifications for each……………….…...13
Bibliography……………………………………………………………………………….16
Appendix1…………………………………………………………………………………17
Question1.
The article Colgate Max Fresh: Global Brand Roll-Out presented a case of Colgate-Palmolive Company and the process of taking a new product, Colgate Max Fresh, global.
Colgate-Palmolive symbolizes the personal hygiene industry in the U.S., and as an international corporation has established itself as a leading household name in many foreign countries.
Having strong historical records as a producer of dental cream, in 2004 Colgate-Palmolive had the leading value market share of toothpaste in the U.S. Colgate also had a commanding lead in the international market with a global toothpaste market value share of 39.7%, compared to Procter & Gamble with only 14.7% (Table-A).
From Table-B in the case, CP and P&G are on a head to head competition for the 2004 value share of the U.S. toothpaste market with 34.8% and 31.6% value share respectively.
The company’s U.S. and world leadership in the toothpaste markets with its world-known brand was undoubtedly one of the reasons why the next product – Colgate Max Fresh – built its success on the US market.
The company’s
Bibliography: Hofstede, Geert (2001) Culture 's Consequences: comparing values, behaviors, institutions, and organizations across nations (2nd edition) Kotler, Armstrong (2009) Principles of Marketing (12th edition) Levitt, Theodore (1983) The Globalization of Markets, Harvard Business Review Singh Jaywant, Lecture Slides on International Marketing (2010), Kingston University Warren J.Keegan, Mark C. Creen (2008) Global Marketing, USA Wendy Lomax, Ruth Rettie, David Stokes (2005), Marketing, Kingston University