Colgate Max Fresh Case

4915 WordsFeb 17, 201120 Pages
CONTENT Question 1. Analyze the factors leading to Colgate Max Fresh's success in the US market………………………………………………………………………………………..4 Question 2. Critically evaluate CMF's adaptation strategies in China and Mexico. From a global CMF perspective, what are the short-term and long-term impacts of these adaptations?.............................................................................................................................6 Question 3. Suggest guidelines for optimizing new product introductions for Colgate Palmolive worldwide. Provide appropriate justifications……………..……………………………….11 Question 4. Write an outline marketing plan, focusing on product, price and promotion for the launch of CMF as a global brand. Provide brief…show more content…
3. Introduction of new flavors – Green Tea and Lemon (32 weeks, 200000$) “Herbal” wish went up to 15,8% from 5,7%, cosmetic effects up to 17,1% from 10,7% during a 5-year period from 2000 to 2004, but the “family Anti-Carvity / Tartar” - still a leader with 28,5%. (29,8% drop). Again, tastes’ adaptation is essential to satisfy the local market needs. 4. New graphics and new color of package – Light Green (testing - 4 weeks, 7000$), wanted to test yellow shades “Lighter green” was tested on the Thailand market and qualified for the Chinese one. The cost of investigations was relatively small. In order to save time, “yellow tests” should be taken out of the frames of the project launch. 5. New packaging and aesthetics – clear “stand-up tube” versus American “clear bottle”. (prototype creation and testing – 12 required, 7000$, to fully implement - extra 1.5M$ and 6 months of delay due to “CP rigorous packaging standards”) Before starting to investigate a new possible package for the Chinese market, CP would need to check the technical characteristics to prevent extra time and money spending. Due to cost efficiency CP decided to use the “old-fashion” way of package. In this case the clear message for the consumer about “cooling crystals” should be placed on the cartoon and plastic tube for visual stress of USP. It is important to continue investigations on “clear package” to enforce the USP of “cooling crystals”, and teach a consumer to use a new form

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