Colgate Max Fresh- Global Brand Roll-Out

1476 Words Dec 14th, 2015 6 Pages
Assignment 5: Case – Colgate Max Fresh: Global Brand Roll-Out

Assess the CMF launch in the US.

Culture has progressed with many consumer merchandises that have become necessities and transformed into the day-to-day routines of society without having to think twice about it. CP or Colgate-Palmolive, is an icon for the personal hygiene industry throughout the United States, and as a worldwide company has positioned the brand as a most important home care in multiple foreign countries.The CMF line is CP’s most popular brand. The brand was a huge hit because of its individuality and the value that it crafted for consumers was astonishing. Colgate Max combined a new breath-strip and a mixture of therapeutics’, which added to more
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It was very obvious that Chinese consumers were not interested in spending a lot of money on toothpaste, which was extremely different compared to other countries. CP China had a goal of dominating the market in China with this new product launch. They realized what their competition was doing and then decided to differentiate themselves by utilizing different graphics, flavors and aesthetics in their product. In order to reach their destination price, they had to really research and truly understand the market that they were about to enter. One of the first costs that had to be lowered was their media expenditure; this cost was way too high. The changes that took place in the CMF launch were appropriate because of multiple disagreeable components. Because the consumers in China were not familiar with the “breath strips”, CP China had to take initiative and rebrand them in order for consumers to understand. They changed the name to “cooling crystals.” Changing their celebrity spokesperson to Jay Chow was another change that took place. All of the rebranding changes that took place was definitely vital in order to get a kickstart in this new Chinese toothpaste market.

3.Did CP Mexico manage its CMF launch better than CP China?

No, CP Mexico did not manage its CMF launch better than CP China. CP China managed the launch better than CP Mexico. In Mexico, the toothpaste market was worth roughly $348,000,000. Colgate took up about 8% of

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