MANAGEMENT

Prepared for: MADAM NURUL AZRIN ARIFFIN Presenter :

CASE STUDY : Colgates AHMAD AFIDZ BIN MOHLISIN MASWADI BIN AZIZ Distasteful MUHAMAD SHAHRULFITRI BIN Toothpaste MOHD SULAIMAN

Case Overview
Colgate learned a hard lesson in 1985 by acquiring Hong Kong based Hawley & Hazel This strategy was used to enter the Asian market place (products sold widely in Hong Kong, Malaysia, Singapore, Taiwan) Racist Logo? Was this a costly mistake?

Darkie Toothpaste

Problem
Colgate purchases 50% partnership of Hawley & Hazel 1985 for $50 million Hawley & Hazel are selling a very successful brand of toothpaste that dates back to the 1920s The brand Darkie is considered raciest and very offense to many people of color North American backlash at Colgate

Solution
After heavy reaction from North American groups Colgate asked Hawley & Hazel to change product look and name. Hawley & Hazel hesitant to change product because of high brand loyalty A mutually beneficial solution purposed

Darlie Toothpaste

Updated logo and changed the name from Darkie to Darlie

Darlie Toothpaste
3-year plan to roll out the new name and logo A heavy marketing blitz was executed in Asia to inform customers of the name change

Asian Perspective on Darkie Toothpaste

Was not found to be racial or offensive Best selling toothpaste in Asian

Videos