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  • Failed Colgate Kitchen Entrees Strategy

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    chinnu
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    The document summarizes a failed strategy by Colgate-Palmolive to expand into kitchen entrees called "Colgate's Kitchen Entrees" in 1982 in the US, targeting working women and youth. The idea was consumers would eat the Colgate meal then brush their teeth with Colgate toothpaste. However, the strategy failed because Colgate is known for oral care and does not have expertise or brand recognition in food. The document concludes that product innovation and brand extension can fail if a company does not understand how their brand is perceived by consumers.

    Original Description:

    failed strategies of paste

    Original Title

    Failed Strategy of Colgate

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    The document summarizes a failed strategy by Colgate-Palmolive to expand into kitchen entrees called "Colgate's Kitchen Entrees" in 1982 in the US, targeting working women and youth. The idea was consumers would eat the Colgate meal then brush their teeth with Colgate toothpaste. However, the strategy failed because Colgate is known for oral care and does not have expertise or brand recognition in food. The document concludes that product innovation and brand extension can fail if a company does not understand how their brand is perceived by consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    251 views11 pages

    Failed Colgate Kitchen Entrees Strategy

    Uploaded by

    chinnu
    The document summarizes a failed strategy by Colgate-Palmolive to expand into kitchen entrees called "Colgate's Kitchen Entrees" in 1982 in the US, targeting working women and youth. The idea was consumers would eat the Colgate meal then brush their teeth with Colgate toothpaste. However, the strategy failed because Colgate is known for oral care and does not have expertise or brand recognition in food. The document concludes that product innovation and brand extension can fail if a company does not understand how their brand is perceived by consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 11

    Failed Strategy

    World of Care

    Presented by;
    Shruthi

    Colgate Palmolive company


    Colgate Palmolive Company
    Industry : Personal Care
    Founded : 1806
    Founder : William Colgate
    Key people : Ian M. Cook, CEO
    Headquarters : Park Avenue New York City, United States

    Colgate was the first toothpaste in a collapsible tube in 1896


    in New York
    Soap and candle making factory in New York City under the
    name of William Colgate & Company
    In 1928 Palmolive bought the Colgate company to create the
    colgate the colgate-palmolive Company

    Colgate products

    Colgate Kitchen Entrees

    Colgates Kitchen Entrees


    Launch date : 1982
    Launched in : US
    Target : Working Women and Youths

    The idea: Consumers would eat their Colgate meal, then brush their
    teeth with Colgate toothpaste.

    The problem: Colgate does not exactly get their taste


    buds tingling.

    Why fail ?

    Conclusion
    Although product innovation and brand extension is an
    important marketing strategy that saves companies a lot of
    time and money, it fails spectacularly if companies fail to
    understand how their brands are perceived by consumers.

    THANK YOU

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