Colgate Max Fresh: Global Brand Roll-Out
In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to a record value share in the important U.S. market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each plan sought to maximize the business potential in the local market. Burton had to assess the plans from a global perspective.
Collection: HBSP (USA)
Ref: HBS-508009-E
Format: PDF
Number of pages: 30
Publication Date: Oct 23, 2007
Language: English, Spanish
What material is included in this case:
Description
In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to a record value share in the important U.S. market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each plan sought to maximize the business potential in the local market. Burton had to assess the plans from a global perspective.
Read more
Year: Event Year Start:2004
Geographic Setting: Geographic Setting:Mexico;China
Industry Setting: Industry Setting:Retail trade
Leave your rating
"Colgate Max Fresh: Global Brand Roll-Out"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals