Eric Ulrichs International Marketing Prof. Folkers CMF Study 2-5-08 Colgate Max Fresh Case Study The Colgate Max Fresh: Global Brand Roll-Out article presented a case of Colgate-Palmolive Company and the process of taking a new product‚ Colgate Max Fresh‚ global. Colgate-Palmolive had the leading value market share of toothpaste in the U.S. 2004 with 34.8% and Crest from Proctor & Gamble close behind at 31.6%. Colgate also had a commanding lead in the international market with a global toothpaste
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Introduction and background of Report The tooth paste industry is one typical model of an oligopoly meaning that it is dominated by a small number of major firms such as Colgate-Palmolive‚ Procter and Gamble and GlaxoSmithKline(Aquafresh) (Industry structures 17. 2008.).The competition among the different companies have always been ferocious with companies launching new products with new features regularly be it whitening toothpaste‚ mouth fresheners toothpaste or economic toothpaste. This is just
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5 Crest…………………………………………………………………………………….5 History………………………………………………………………………………5 Types………………………………………………………………………………..6 Pricing………………………………………………………………………………6 Target Markets……………………………………………………………………...6 Advertising………………………………………………………………………….7 Colgate………………………………………………………………………………….7 History………………………………………………………………………………7 Types………………………………………………………………………………..8 Pricing………………………………………………………………………………8 Target Markets……………………………………………………………………...8 Advertising………………………………………………………………………….8 Arm & Hammer
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way for reasons that can easily be fixed. Get Colgate‚ a type of paste or gel that helps prevent bacteria‚ plaque and unhealthy gums from occurring. The 1924 Colgate ad‚ “Hit The Line Hard‚” formulates a convincing advertisement that can be assessed using three rhetorical strategies which include appeal to appeal to logic‚ appeal to credibility and appeal to emotions. First of all‚ the advertisement’s appeal to logic argues that the use of Colgate is the reason for the manipulation of unhealthy
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TOOTHPASTE: 1. ZHONGHUA 2. CREST 3. COLGATE 4. YUNNAN BAIYAO 5. DARLIE 6. LIANGMIANZHEN BRAND DESCRIPTIONS ZHONGHUA is a typically Chinese toothpaste brand‚ and the first Chinese toothpaste brand that is recognized by the FDI World Dental Federation. It boasts a high popularity rate and combines functional performance with traditional Chinese herbal medicine. CREST is an international brand that has continually pushed to improve oral health since its inception. Crest is
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Toothpaste is the category chosen for this excercise. The oral care market in India is huge‚ about Rs 4400 crores of which toothpaste is about Rs 3200 crores (as of April 2010).The toothpaste market is flooded with brands(Colgate total‚ colgate active salt‚colgate gel‚peposodent‚close up‚meswak‚babool to name a few) with very little value proposition for the brands to talk about and hence very little‚ if any‚ distinctive personalities for them.Colgate is the maket leader with about 50% of the share
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segmentation‚ targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1‚ 2 million‚ toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal‚ Close up‚ Casino and other make of toothpaste
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The Association of Business Executives International Business Case Study Unilever Afternoon‚ 4 December 2012 This is an open-book examination and you may consult any previously prepared written material or texts during the examination. Only answers that are written during the examination in the answer book supplied by the examination centre will be marked. 6IBCS1212 © ABE 2012 Notes l As in real life‚ anomalies may be found in this Case Study. Please simply state your assumptions
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ClinicHindustan Unilever ltd Pepsodent Oral care Closeup Axe Deodorants Rexona Color cosmetics Lakme Ayurvedic Ayush • Pepsodent has established itself as a strong‚ reliable brand commanding the second place in terms of market share next to Colgate from Colgate-Palmolive Ltd.• The product line of Pepsodent is wide spread right from lower end to the higher end addressing the basic needs of decay protection & advanced whitening to specific medical needs with Pepsodent G gum care and Pepsodent Sensitive
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PRODUCT LAUNCH GlaxoSmithKline trying for its second foray in the oral care market through Sensodyne toothpaste: Challenges Ahead Abstract In January 2011‚ GlaxoSmithKline Consumer Healthcare India (GSKCH) launched its global oral care brand Sensodyne in the Indian market. Sensodyne is a toothpaste for sensitive teeth and is a global leader in the premium toothpaste category across the world. The brand was previously owned by Block Drug Company INC and was acquired by GSK in 2001. This was the
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