Colgate Max Fresh : Global Brand Rollout Essay Example
Colgate Max Fresh’s (CMF) introduction to the US market drove Colgate-Palmolive’s (CP) US market’s value share up to 34.8% ahead from Procter & Gamble (P&G) at 2nd place with 31.6% value share. Nigel Burton, CP’s president for global oral care division is tasked to run the marketing of CMF in China and Mexico and is wondering if the product will generate enough sales to cover the costs of adapting CMF to the respective local markets. Burton also needs to check if there is a fit in terms of product benefits with the local consumers’ needs; Will CMF strengthen the overall CP brand franchise? How should CP respond to P&G’s introduction of Crest Whitening Expressions (CWE) toothpaste in China and Mexico?
Assessing the US market conditions From Table B in the case, CP and P&G are on a head to head competition for the 2004 value share of toothpaste market with 34.8% and 31.6% value share respectively. Exhibit 2A shows that in terms of US Market Toothpaste Benefit Importance, cosmetics benefits such as ‘breath freshening’ and ‘whitening’ are at 3rd and 5th places respectively while therapeutic benefits : ‘protection against cavities/contains fluoride’, ‘reduces plaque buildup’ and ‘controls tartar’ are at 1st, 2nd and 4th places respectively. This shows that in the US market there is more therapeutic benefits sought from toothpastes. Exhibit 2B on the other hand qualifies that consumer benefit data. It shows that between 2000 and 2004 data. There is a dwindling importance of the therapeutic benefit : ‘anti-cavity/tartar’ at -22.7% while there is a growth in cosmetic benefits : ‘whitening’ at +16.4% and ‘freshening/cleaning’ at +2.9%. For 2004, therapeutic benefits total at 53.4% while cosmetic benefits add up to 46.6%. CMF’s success in the US market is attributed to the fit in the needs, wants and expectations of the consumers with the products main benefits : breath freshening and teeth whitening. Although Exhibit 2B seems to contradict Exhibit 2A but
Assessing the US market conditions From Table B in the case, CP and P&G are on a head to head competition for the 2004 value share of toothpaste market with 34.8% and 31.6% value share respectively. Exhibit 2A shows that in terms of US Market Toothpaste Benefit Importance, cosmetics benefits such as ‘breath freshening’ and ‘whitening’ are at 3rd and 5th places respectively while therapeutic benefits : ‘protection against cavities/contains fluoride’, ‘reduces plaque buildup’ and ‘controls tartar’ are at 1st, 2nd and 4th places respectively. This shows that in the US market there is more therapeutic benefits sought from toothpastes. Exhibit 2B on the other hand qualifies that consumer benefit data. It shows that between 2000 and 2004 data. There is a dwindling importance of the therapeutic benefit : ‘anti-cavity/tartar’ at -22.7% while there is a growth in cosmetic benefits : ‘whitening’ at +16.4% and ‘freshening/cleaning’ at +2.9%. For 2004, therapeutic benefits total at 53.4% while cosmetic benefits add up to 46.6%. CMF’s success in the US market is attributed to the fit in the needs, wants and expectations of the consumers with the products main benefits : breath freshening and teeth whitening. Although Exhibit 2B seems to contradict Exhibit 2A but