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 than 40% of their incomes. Since the product was successfully launched in the United States, CP chose to target its international audience by targeting specific geographies such as Mexico and China. Of course this process came with many challenges in regards to the cultural differences, but the personal hygiene market polished CP’s strategy with less competition. CP’s plan did not just include strategies and ideas to exploit sales in local marketplaces, they sought to completely wipe out Crest as competition and lead the market portion in Mexico. Colgate owned 82% of shares in Mexico. This meant that it was hard to bring a new product in without losing sales because it was difficult to obtain space on a shelf and the consumers in Mexico were not as likely to use products that were recently launched. CP positioned CMF by focusing on the “extreme freshness” benefit with all the unique and various ingredients. By planning and implementing various marketing and advertising strategies, CP was able to obtain more sales similar to what had happened in the United States and China.

2. Were CP China’s changes to the CMF marketing launch