Adapting the flavours of Tea, Citrus, and Mint, including a lighter green for the mint also appealed most to Chinese consumers and increased the success of their marketing plan. Instead of using a local celebrity, their Snowsurfer ad Exhibit 18 focused on the brand. They were aggressive to create differentiation by flavour as the past data represented consumer inclination towards the same.
InColgate-Palmolive is the leader of US toothpaste market with a value market share Accessing the CMF launch in the U. By branding it through a Snowsurfer ad campaign, and pricing it at pesos, CP achieved a growth pattern that it had hoped for in Mexico, and this enabled it to consolidate its share against any erosion from Crest or any local brand.
The Mexicans were mainly concerned about getting cavity protection at a cheaper price. Due to the limited time and costly proposals Burton had to consider whether or not the adaptions were imperative to the global success of CMF.
Adaptation efforts centered on the necessity of developing new television advertising. How would Burton prioritize additional countries in the global CMF roll-out? Soon CP realised to tap this market they needed to go low on price as the willingness to pay for consumers in such countries are low and concentrate on sales promotion.
Launch is the reason behind the CP risks losing control of the high ground, dangerous for a category share leader. The marketing strategy may not be considered as ideal.
Colgate could gain first mover advantages if the company targeted emerging markets with awareness campaigns. Therefore an issue concerning the cannibalization of the CMF on other CP products was also taken into consideration.
Get Access Colgate Max Fresh: One of the biggest challenges and threats the introduction of CMF was the consumer preference concerning toothpaste feature and benefits.
CP was therefore under pressure to launch a new product with cosmetic benefits. Research and development should be done by keeping the regulations in mind.Date: 6/10/ Subject: Colgate Max Fresh: Global Brand Roll-Out (Case 1) Colgate-Palmolive Company Current Marketing Strategy Review SinceColgate-Palmolive Company (CP) has experience success in every industry embarked upon/5(1).
> Free Essays > Colgate Max Fresh Palmolive decided to target its global audience by marketing to various geographies namely China and Mexico as the case Colgate Max Fresh: Global Brand Roll-out points out. it was a growing segment that could turn out to be immensely profitable.
Colgate could gain first mover advantages if the company. Colgate Max 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.
Helps fight cavities & whiten teeth; Promotes long-lasting fresh breath; NEW. With Free Rx Shipping · Join Beauty Enthusiast · Save 10% Auto Reorder. Colgate Max 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.
Colgate Max Fresh Toothpastes, ToothbrushesGum Disease Prevention · Advanced Formula · Fight Germs · Improve Oral Health.Download