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Cmf Case Study

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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 market value share of 39.7% in 2004, compared to Proctor & Gamble with only 14.7%. Colgate looked to continue its dominance in the toothpaste market by taking advantage of the increase in the demand of cosmetic attributes to toothpaste. …show more content…

The Mexicans were concerned about getting cavity protection at a cheaper price and there must be a strong sales promotion implemented. Right off the bat Colgate-Palmolive had problems with the entry date in that they wanted to introduce it at the same time or even before the November 2004 launch of Crest Cool Expressions to neutralize their sales. They could not reach this deadline, however, because they needed to adapt the marketing program to fit the Mexican consumers and the deadline was pushed back to May of 2005. Managers claimed that this would not be a big problem because Crest had such a small share of the Mexican market that their share would not increase much. Another problem that Colgate-Palmolive ran into was that the Mexican consumers thought that because the toothpaste focused on freshness it would lack the cavity protection. Managers debated also including cavity protection on the box, but they decided to remain on a one track “freshness” mind. Because of this, projected sales were average to low. Once again like China, Colgate Max Fresh would be priced the same as Crest’s Cool Expressions. Management changed the flavors as well to Cool Mint, Clean Mint, and Cinnamint. Also, they chose to change the advertising away from Emily Proctor to a new campaign. This ad would show a “Snowsurfer” using Colgate Max Fresh to get a “joy ride for your mouth”. They chose to run these ads by using in-store merchandising, sampling, and

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