Colgate Max Fresh Case

4903 words 20 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
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China
The Cultural Dimensions of China, according to Hofstede’s matrix, are almost the opposite to those in the U.S. In comparison with the U.S. society, highly oriented to Individualism, Short-term Oriented and with low Power Distance, Chinese people are more oriented to the Long-Terms, Traditions, have high Power Distance and Collectivism. All these factors developed in China due to many factors such as the history of the nation, religion, Communist past, big population, predominance of agriculture over industry, etc.
The tremendous difference in cultures forced CP to make adaptations of the marketing strategy to the local needs in order to repeat the success of the U.S.

The adaptation intentions on the Chinese market and their analysis:
1. Change in the names/terms: from Colgate Max Fresh to Colgate Icy Fresh, - from “breath strips” to “cooling crystals”
Chinese traditions, culture, influence of a family are very strong (PDI-81, IDV-20, LTO-118). So, CP need to carefully study the consumer behavior. As long as a term “breath strips” mean nothing to Chinese people (no product with such functionality), the adaptation could be justified. CMF could be used as a brand name for the global campaign. The only task is to convey the message that consumer may get “maximum” of what the “collective” has.

2. Cost-efficient formula for emerging markets
Cost-efficient formula has to be used as long as the high-end segment is

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