Essay on Colgate Case

Submitted By karololivero
Words: 1046
Pages: 5
Open Document
Colgate Case

1- Assess and discuss the CMF launch in the U.S. - the goal of launching CMF in the U.S., outcomes, etc.

Colgate is the leading toothpaste brand in the U.S. Colgate Max Fresh or CMF could be considered one of the biggest products from Colgate. Their market research was proof that they will have a high target size enough to launch this new product. In this case, Colgate needed to come up with a product that would stand out from other products that were already in the market coming from their competition Crest who is also a very well known brand in the U.S. Because of this, they came up with the idea of CMF, toothpaste that would provide people with both health and whitening benefits. Over the case it was stated that Colgate actually made a huge investment on their advertising for CMF. Around 70% of their marketing budget was spent on this product. Apparently having a fresh breath was a high requirement for a huge part of the population, because of this, Colgate focused their CMF adds in providing people with knowledge of what the toothpaste would actually do for their breath, making it fresh. They used model Emily Procter to promote the product in the advertisement, which attracted even more people’s attention. They created two types of products, one gel and one liquid. Both packages were very modern and new at the time. They attracted people’s attention because they showed the clear mint stripes on it used for whitening, therefore people were more attracted to buy them. Because of all of this, their sales increased and almost 40% of people was now intended to buy Colgate. It eventually served as a way of boosting Colgate’s market share and boosting their sales and consumers. The reason why this is a good country to launch this new toothpaste is because their market research shows how much the population is into having good health in the products they buy. Colgate provides health for them. Also U.S. consumers seem to be looking for cosmetic benefits also at the same time they are given health, the results of this paste is actually a combination of both desires which is why the U.S. is a good market for them at the moment to launch this new product.

2- Discuss the CMF launch in China. Were China’s changes to the CMF marketing launch program justifiable? Indicate all associated adaptation costs.

The fact that they were entering a new market in a new country with this new toothpaste (CMF) made Colgate reconsider their advertisement and their marketing strategies for this new country. Since the advertisement they used for the U.S would not work the same way in China they needed to change it and find someone more connected to the Chinese society. They changed their ads campaign for Jay Chow, who represented something more relevant to the Chinese people. However, one of the biggest issues here was that the Chinese market actually had difference in flavors, which compared to the U.S they only had cool mint and clean mint. Therefore Colgate needed a change in flavor to be able to succeed in this market. They made huge investments on what were their ad campaigns and the way they packaged the product different from the U.S. Even though hit seems as if their net sales have boosted by several thousands, their sales did not seem to actually go as high as they would have wanted it to go since they invested a lot of money on it. The reason to choose this country to launch this new product is the fact that there are many types of toothpastes around, with changes in texture and flavors. This provides the Colgate Company with enough opportunity to launch a new healthy product with different flavor and see if the Chinese market accepts their product. 3- Discuss the CMF launch in Mexico? Did CP Mexico manage its launch better than CP China? Provide arguments. If the company plans to
Show More

Related Documents: Essay on Colgate Case

Colgate Case Essay

A Fresh Breath Smile with a Kick of Mint Colgate Max Case Study Justin Hauver and Alyssa Rosario MBA601 Entrepreneurial Marketing Strategies Professor Laurie Rosner, Executive in Residence MBA Program 04/08/2015 “We submit this paper is entirely my own work and agree it may be submitted to Turnitin for the purpose of checking for plagiarism and further it may be maintained on the Turnitin database to check for future plagiarism.” Introduction: Apparent Issue: Global business…

Words 351 - Pages 2

Colgate Case Study Essay

The toothbrush product category has undergone numerous changes. As toothbrush companies are constantly trying to create the best products, gain a competitive advantage and discover new methods of efficiency in manufacturing and distribution, they must also find the right balance between their marketing mix in order to be profitable. The first change that has occurred in the toothbrush product category is that toothbrush firms are investing more money to accentuate both the purposeful features of…

Words 337 - Pages 2

Advertisements: Advertising and Crest Toothpaste Essay

will compare in this paper will be Colgate toothpaste by Colgate-Palmolive and Crest toothpaste by Proctor & Gamble. When you take a walk down the aisle of toothpaste in a grocery store, you will notice how fierce these companies are competing for both shelve space and advertisement. The companies both have deep pockets and could afford any marketing communication. This paper will analyze their ads and show which brand has more loyalty customers. The Colgate advertisement am using for this shows…

Words 1492 - Pages 6

Essay on Tom of Maine

CASE STUDIES CASE: Tom’s of Maine: “Doing Business” Means “Doing Good” Questions: 1. Does the Tom’s of Maine experience prove that one can “do business with principles,” or are there business realities that make it hard for others to copy this principled management model? Yes, because what Tom’s of Maine did is that they made their employees appreciate and apply the principles that Tom and Kate believed in. Despite some of the mistakes that they did, they were not afraid to try…

Words 1454 - Pages 6

Research Paper On Buying Behaviour

2013 Sergio Meza University of Toronto Agenda Introduction  Initial questions, comments and clarifications  Where are we?  Learning Objectives Consumer Markets and Consumer Buyer Behaviour Business Markets and Business Buying Behaviour Case: Colgate Initial Questions / Comments Mine  Simulation: Please don’t do anything yet. We will go step by step this Monday.  Class participation: Choose a group to work wit during this class Grab a sheet of paper. Write on the top date and names and…

Words 1966 - Pages 8

Contributions of Diversity to the Workplace Essay

Contributions of Diversity to the Workplace Diverse employees bring a wealth of creativity, insights, and skills to their jobs; it is up to employers to recognize, cultivate, and value these contributions (Walton, Sally, 1994). Diversity is about setting a mindset of valuing the differences in people and recognizing the similarities, it is not only about achieving results. Once this way of thinking is established, the benefits of cultural diversity in the workplace tend to come naturally, (Goessl…

Words 2286 - Pages 10

Colgate Max Fresh: Global Brand Roll-Out Essay

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. 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…

Words 1080 - Pages 5

Marketing: Ikea and Market Essay

spending often followed by periods of slow growth and moderation; to counter this they had the Christmas sale and they were lucky as euros were increasing so they overcame the slowdown in demand during 2008-2009 Research what has happened since the case was written. Considering this, what options are available for Louis Vuitton to increase revenue in Japan and other countries? Should Louis Vuitton try to expand into lower end markets? Maybe expand to China because similar to Japan so can replicate…

Words 3859 - Pages 16

Marketing theory and practice Essay

http://blog.thetravelinsider.info/wp-content/uploads/2015/03/applewatchb.jpg 0 Today’s marketing process is built on customer values and profitable relationships with customers. As the marketing process focuses on customers, it helps create customer value and in return, it provides optimum value and satisfaction. This is done via the "customer value delivery system", which consists of the value chains of a company and its suppliers. In order to deliver superior values, marketers will…

Words 1912 - Pages 8

Shiseido Case Study Report Essay

CASE STUDY REPORT INTERNATIONAL MARKETING SHISEIDO Shiseido is a Japanese cosmetics producer, market leader in its home country and one of the top ten players in the industry worldwide. Founded 1872 by Arinobu Fukuhara, Shiseido is also known for being the oldest cosmetics company in the world. COMPANY FACTS Net sales (consolidated): $ 7,024 billion Number of employees: 28,810 SHISEIDO group: 89 companies 29 domestic 57 overseas STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS Apart from…

Words 1000 - Pages 4