Fresh: Global Brand Roll-Out (HBS 9-508-009) Colgate Max Fresh (CMF)‚ a new toothpaste formula with patented breath-freshening technology‚ had been introduced in the U.S. and was in the global pipeline for 2005. Nigel Burton‚ president of global oral care at Colgate-Palmolive Company (CP)‚ had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each plan sought to maximize business potential in the local market. Burton needed to assess these plans from a global perspective
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Fresh: Global Brand Roll-Out Nigel Burton‚ the president of global oral care at Colgate-Palmolive Company (CP)‚ is reviewing market launch plans for a new toothpaste‚ Colgate Max Fresh (CMF) by CP’s Chinese and Mexican subsidiaries. Both launch plans involved departures from the CMF marketing program for the USA launch six months earlier. Burton must decide whether the costs of marketing program adaptation in China and Mexico can be justified. “Was CMF launched in the U.S. with a global marketing
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Home Care; Pet Nutrition segments Brands: Colgate‚ Palmolive‚ Speed Stick‚ Ajax‚ Hills Science Diet Consistent unit volume‚ revenue and gross margin growth. Focus on high margin core businesses. Case Facts: Colgate Max Fresh Colgate Max Fresh (CMF) launched in 2004 Less cannibalization than expected More trading up than expected USA China Mexico May 2005 launch recommended Effective launch plan vs. speed to market seen as more critical. August 2005 launch recommended Addressing communication
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case analysis Case: Colgate Max Fresh: Global Brand Roll-Out Case in a Nut Shell This case presents the devised strategies of Colgate-Palmolive Company to take their new product Colgate Max Fresh‚ which was very successful in US markets‚ global especially China & Mexico. This presents a classic case of challenges faced by a company in introducing their successful markets in global markets. In 2004‚ Colgate-Palmolive is the leader of US toothpaste market with a value market share 34.8% and Crest
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Supportive ‘Roll Out’ Neoliberal Planning In proposing what a “just city” should instead be‚ Fainstain (2010) criticized that the neoliberalism favours resources allocation for economic growth but at the cost of wider social benefits. Peck and Tickell (2002) were among the first as early as 1994 to foresee that deregulatory neoliberalism could not solve the problems Keynesian economics gave rise to and was not sustainable (Boyle et al‚ 2008). In the early 1990s when economic recessions hit‚ neoliberalism
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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 market value share
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RE: Calgate Max Fresh: Roll out Brand Summary: In February 2005‚ Nigel Burton‚ in his third year as president of global oral care at Colgate- Palmolive Company (CP)‚ had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF)‚ a new tooth paste that had helped drive Colgate to a record 34.8% value share in the important US market‚ was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plan for CMF in China and Mexico.
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Rolls- Royce Group is a “world leading provider of power systems and services for use on land‚ at sea and in the air”. The company has established a strong position in global markets in providing services in civil and defence aerospace‚ marines ‚energy and nuclear. (Royce- rolls‚ 2011). Barlett and Ghoshal‚ (1989) define a global company as one that takes a much centralised strategy with central control. They further define a global company as one that produces few and specific products to a target
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Marshall School of Business University of Southern California MARKETING 560 MARKETING STRATEGY AND POLICY Spring‚ 2011 Faculty: Dennis A. Schorr‚ Ph.D. Office: ACC 226 Phone: 740-5041 E-mail: dschorr@marshall.usc.edu Office Hours: Mon. 3:30-5:30 P.M. or by appointment Course Objectives: In general‚ this course provides you with the opportunity to learn how to apply course material regarding the design and implementation of marketing strategies to various
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license was to use the GSM technology. They were all given roll out targets‚ and targets on subscriber base. ROLL OUT STRATEGY At a strategy management meeting‚ MTN identified that aside from ensuring that the roll out and subscriber base targets are met‚ they also have to ensure what ever strategy that is implemented will ensure that investment in the cost of the license and building of the network is recoverable and sustainable. Two roll out strategies were identified: Width strategy and Depth
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