Colgate Max Fresh - Group 1
Colgate Max Fresh - Group 1
Colgate Max Fresh - Group 1
Marketing-Management-Strategy-for-
China-and-Mexico
Presented by:
Presented to: Group-1 | IMM | NMP-29
Dr. Kirti Sharma
Professor, Marketing Area Soumik Nag
Management Development 29NMP81
Institute, Gurgaon Ravi Prakash
29NMP66
Rajeev Goswami
29NMP64
Abhishek Sharma
COLGATE PALMOLIVE
Company Background
10.6$ billion revenue (2005)
Operating in 200 countries
70% of sales outside USA
Two core product segments: Oral personal & home care;
pet nutrition segments
$
Consumer Innovation Center (CIC)
Asia/Latin America
Work on strategy with GBD Groups
Marketers and product developers $
Involved in new product development
(Global R&D)
Go to Division Marketing VP
Report to Regional
Marke
t
Team Country Subsidiary
China/Mexico
Launch Develop and execute local
plan marketing campaigns
and Report to Geographic
2004 TOOTHPASTE MARKET AT A GLANCE
REASON FOR BUYING TOOTHPASTE
CMF MARKET IN CHINA
Max Fresh did not test as well as others name in China which led to the na
to Icy Fresh.
Crystals was identified as the most relevant and meaningful phrase to d
rips to Chinese consumers.
advertising was developed using Jay Chou, leading rock star in china,
odied extreme living
CMF ADAPTATION STRATEGIES IN CHINA
Volume
e sourced from Colgate would be slightly below fair share whereas crest w
han fair share.
e was expected to come from CP brands notably Colgate Big Red and 21
Pricing
1. Pricing objective was to achieve parity with Crests cool
explosions.
2. Price/Value perception was above average for CMF.
3. Tested at a retail price of 15.99 Pesos
4. Estimated that CMF could increase volume by +25% if the
price was decreased
from 15.99 to 14.99 Pesos.
Advertising
1. Proposed advertising idea , a joy for your mouth". Depicted
in an advertisement entitled Snow surfer.
2. Incremental Production and talent costs combined were
$500,000.
CMF ADAPTATION STRATEGIES IN MEXICO
Strengths Weaknesses
Organizational Restructuring
Geographic Divisions, Global Business
Development Units and the Consumer
Innovation Center groups should have
communication and reporting protocols in
place.
$
Consumer Innovation Center (CIC)
Product
Asia/Latin America
Launches
Work on strategy with GBD Groups
Evaluated
By ROI
Marketers and product developers $
Involved in new product development
(Global R&D)
Go to Division Marketing VP
Report to Regional
Marke
t
Team Country Subsidiary
China/Mexico
Launch Develop and execute local
plan marketing campaigns
and Report to Geographic
executi
RECOMMENDATION 2