International

Marketing
Colgate Max Fresh Global Roll-Out
 Company at a Glance – Colgate Palmolive
Business Overview
● $10.6 Billion Revenue (2005)
● Operating in 200 Countries
● 70% of sales outside the US
● Compete in Oral Personal & Home Care; Pet Nutrition segments
● Brands: Colgate, Palmolive, Speed Stick, Ajax, Hills Science Diet
Colgate Objectives
● Consistent unit volume, revenue and gross margin growth.
● Focus on high margin core businesses.
Organization Structure
● Regional Presidents with P&L responsibility.
● Global business development groups organized by category, responsible for global Market
Share.
 Case Facts
USA
• Colgate Max Fresh (CMF) launched in 2004
• Less cannibalization than expected
• More trading up than expected

China
• August 2005 launch recommended
• Addressing communication challenges is key
(naming, breath strips concept)

Mexico
• May 2005 launch recommended
• Effective launch plan vs. speed to market seen as
more critical.
 Situational Analysis
Environment

Economic
• Gross world product up 2.5% in 2005, following two years of < 1% growth.
• Overall emerging market economies exploding; + 10% GDP growth in China and
+ 6% growth in Latin America.
Socio-cultural
• Adaption of Western cultural values.
• Increased focus on cosmetic attributes of consumer products.
Political
• Political values in emerging markets may make it difficult for
• foreign competition to enter market without domestic partner and / or;
• foreign investment & market diversification less attractive (import / export
tariffs).
 Situational Analysis
Industry
2 Industry Definition
• Purpose of the Oral Personal Care industry is to prevent teeth and gum diseases
and deliver cosmetic benefits. Scope of the industry includes toothpaste, floss,
mouth rinses and toothbrushes.

Competition
• Colgate has dominant market value share in China (32%) and Mexico (82%).
• China market fragmented with Colgate & P&G representing 53% of share.
 Situational Analysis
Industry
2 Competition Strategy (P&G)
• Product Development growth strategy with launches of premium tier brand
extensions Crest Whitening Expressions (US) Crest With Scope (US), Colgate Icy
Fresh (China), Crest Cool Expressions (MX).
Brand Position:
• C+S = toothpaste + mouthwash + whitening
• CWE / CCE = flavor + toothpaste + whitening
• Entering Emerging Markets under its Crest brand without JV partners.
• Leveraging x-brand scale with Crest + Scope.
• Built its brand around therapeutic benefits, while cosmetic benefits market growing
fastest in Emerging Markets.
• Innovating in cosmetic segment; a historic Colgate stronghold.
• Heavily invests in advertising behind new product launches.
 Situational Analysis
Marketing Strategy
3 Objectives
• Growth driven by high margin core business.
• Advertising focused on high margin products and high potential markets.
• Innovation driven: 40% of sales from products launched in past 5 years.

Colgate Max Fresh (CMF) Mexico Marketing Plan Strategic

• Growth Strategy: Product Development; Super Premium segment.

• Value Proposition: CMF would drive new dimension of freshness
• Target Market: Geared towards 18-34 yr. old adults (female oriented); augment Colgate’s strong
competitive position in Value & Mid-Tier.
• Pricing: Positioned as a super-premium brand, price parity to Crest Cool Expressions (14.99 – 15.99
pesos).
• Marketing Budget: $2MM marketing budget aimed to drive trial through in-store merchandising,
sampling, and public relations.
 Situational Analysis
Organization
4
 U.S. Toothpaste Market

• In 2004, the $2438 million U.S. retail toothpaste market had a

growth of 8% since 2000.
• The market was dominated by four companies.

Value shares of leading U.S.

toothpaste manufacturers in
2004
 U.S. Toothpaste Category Segmentation

• By Principal Consumer Benefit • By Retail Price Point

 Colgate Max Fresh
Highlights:
• Launched in US in August 2004.
•
Cannibalized other CP toothpaste brands less
than expected.
• Successfully traded many existing Colgate
consumers up to higher-priced variants.
• Promised customers freshness, with a
whitening reassurance, using mini breath
strips.
Positioning
• Positioned as a premium brand.
• Price Parity with CWE.
Advertising
• Advertising aimed to convince customers that CMF would
provide them with a whole new dimension of freshness.
• Targeted at adults in the age group of18-34.
Marketing
• Creative promotions which leveraged package visuals,
and program sponsorships on TV channels and
websites.
• In-store sampling, merchandising displays, money back
rebates, “buy one get one free” packs, etc.
 China Launch
 
Assessing the Chinese Toothpaste Market-

•Market size: $868 Million with a growth of 38% since 2000

•Skewed towards Therapeutic segment but freshness segment is increasing
•Major competitors are – Darlie, Crest Tea fresh
•Market heavily skewed towards lower priced local brands
•Premium market – 30%
•Significant price difference – Premium product: 11-12 RMB
Local product: 4 RMB
 Changes in CP Marketing Plan in the Chinese Market
Changes
•The term Icy fresh was used instead of Max fresh.
•‘Cooling crystals’ was used instead of ‘Breath Strips’
•Jay Chow was appointed as brand ambassador.
•New flavours were introduced.
•Clear bottles were replaced by clear tubes.
•The brand was given a complete makeover in terms
of advertising strategy.
Reasons
•The biggest challenge was creating the right
communication. Max Fresh did not strike the right
chord with the consumer.
•Breath strips was unknown. A meaningful phrase was
required.
•Need to connect to the youth on an emotional level.
CSI and Emily Procter were unknown in China.
•Chinese toothpaste market was developing quickly,
new flavors were popular, competitors were introducing
new flavors.
•Due to cost considerations.
•To create differentiation and appeal
 Mexico Launch
 
Assessing the Mexican Toothpaste Market-

•Market size: $348 Million with a relatively flat demand

•Difficult to secure incremental shelf space to accommodate new product
launches
•Colgate dominates with 8% market share followed by Crest at 10%.
•Market heavily skewed towards therapeutic segment
•Majority of consumers focused on basic oral care
 Evaluation of CP Marketing Plan in the Chinese Market
Following are the details about the CP launch in Mexico:

⦁The pricing of CMF was at par with Crest’s Cool Explosions.

⦁As Crest would lose more than fair share as compared to Colgate, cannibalization was not a big issue.

⦁The debate was between positioning the product as all inclusive vs. single minded approach.

⦁The media advertising was based on the advertising that combined the explosive power to freshen with

extreme living.

⦁Promotion activities included in-store merchandising, sampling and PR to promote the core benefits.

⦁CMF is not essential to the Mexican portfolio as the toothpaste market is growing at a slow rate.
What Do They Say About Us?

JENNA DOE, 32 JOHN JAMES, 24

“Jupiter is a gas giant and the “Venus has a beautiful name and
biggest planet in the Solar is the second planet from the
System” Sun”
 MERCURY VENUS

Mercury is the Venus is the

closest planet to
the Sun
second planet
from the Sun
What
Do We
SATURN
Offer?
Saturn is a gas
giant and has
several rings
Awesome Words
Because key words are great for catching your audience’s
attention
 MERCURY VENUS
Mercury is the closest Venus is the second
planet to the Sun planet from the Sun
Our
Clients
SATURN NEPTUNE
Saturn is a gas giant and Neptune is the farthest
has rings planet
 Case Studies

MERCURY VENUS SATURN

Mercury is the Venus is the second Saturn is a gas giant
closest planet to the planet from the Sun and has several rings
Sun
 The Slide Title Goes Here!

Do you know what helps you make your point clear?

Lists like this one:

● They’re simple

● You can organize your ideas clearly

● You’ll never forget to buy milk!

And the most important thing: the audience won’t

miss the point of your presentation
A picture is
worth a
thousand
words
 Meet The Team

JOHN DOE HELENA JAMES

You can replace the image on You can replace the image on
the screen with your own the screen with your own
 Awards
MERCURY
Here you could talk about
this achievement

VENUS
Here you could talk about
this achievement

MARS
Here you could talk about
this achievement
02. Section Title
You can enter a subtitle here if you need it
This Is a Map

Mercury is the closest

planet to the Sun

Neptune is the farthest

planet

Saturn is a gas giant and

has rings
4,498,300,000
Big numbers catch your audience’s attention
 Numbers
333,000.00
earths is the Sun’s mass

24h 37m 23s

is Jupiter’s rotation period

386,000 km
is the distance between Earth and the Moon
 Table
SURFACE
MASS DIAMETER
(earths) (earths) GRAVITY
(earths)

MERCURY 0.06 0.38 0.38

MARS 0.11 0.53 0.38

SATURN 95.2 9.4 1.16

 Desktop
Software
You can replace the image on the
screen with your own work. Just
delete this one, add yours and center
it properly
 Tablet App
You can replace the image on the
screen with your own work. Just
delete this one, add yours and center
it properly
 Mobile Web
You can replace the image on the
screen with your own work. Just
delete this one, add yours and center
it properly
 Thanks
Do you have any questions?

youremail@freepik.com

+91 620 421 838

yourcompany.com

CREDITS: This presentation template was created by Slidesgo, including icons

by Flaticon, and infographics & images by Freepik.
 Alternative Resources

PHOTOS

● Smiley girl at school writing ● Smiley girl

● Alarm clock and yellow apple on stack of book ● Group of childrens with backpack
● High angle boy presenting in class ● Young kids at school
● Group of childrens in class ● Smiley childrens in classroom
● Copy-space boy with backpack ● Front view wmiley girl pointing copy-space
 Resources

● Smiley boy with hand raised ● Portrait boy with backpack and copy-space
● High angle class ● University student showing his laptop
● Close-up backpacks ● Girl holding digital tablet copy space
● Smiley teacher standing in classroom ● Blackboard back to school background
● Close-up girl writing ● Blackboard back to school wallpaper
● High angle boy writing
● High angle girl presenting in class
● Top view of school supplies with glasses and co
py space
 Instructions for use (free users)
In order to use this template, you must credit Slidesgo by keeping the Thanks slide.

You are allowed to:

● Modify this template.
● Use it for both personal and commercial purposes.

You are not allowed to:

● Sublicense, sell or rent any of Slidesgo Content (or a modified version of Slidesgo Content).
● Distribute this Slidesgo Template (or a modified version of this Slidesgo Template) or include it in a database or in
any other product or service that offers downloadable images, icons or presentations that may be subject to
distribution or resale.
● Use any of the elements that are part of this Slidesgo Template in an isolated and separated way from this
Template.
● Delete the “Thanks” or “Credits” slide.
● Register any of the elements that are part of this template as a trademark or logo, or register it as a work in an
intellectual property registry or similar.

For more information about editing slides, please read our FAQs or visit Slidesgo School:
https://slidesgo.com/faqs and https://slidesgo.com/slidesgo-school
 Instructions for use (premium users)
In order to use this template, you must be a Premium user on Slidesgo.

You are allowed to:

● Modify this template.
● Use it for both personal and commercial purposes.
● Hide or delete the “Thanks” slide and the mention to Slidesgo in the credits.
● Share this template in an editable format with people who are not part of your team.

You are not allowed to:

● Sublicense, sell or rent this Slidesgo Template (or a modified version of this Slidesgo Template).
● Distribute this Slidesgo Template (or a modified version of this Slidesgo Template) or include it in a database or in
any other product or service that offers downloadable images, icons or presentations that may be subject to
distribution or resale.
● Use any of the elements that are part of this Slidesgo Template in an isolated and separated way from this
Template.
● Register any of the elements that are part of this template as a trademark or logo, or register it as a work in an
intellectual property registry or similar.

For more information about editing slides, please read our FAQs or visit Slidesgo School:
https://slidesgo.com/faqs and https://slidesgo.com/slidesgo-school
 Fonts & colors used
This presentation has been made using the following fonts:

Satisfy
(https://fonts.google.com/specimen/Satisfy)

Raleway
(https://fonts.google.com/specimen/Raleway)

#f4b086 #fadc74 #fff9e3 #a0caed

 Stories by Freepik
Create your Story with our illustrated concepts. Choose the style you like the most, edit its colors, pick
the background and layers you want to show and bring them to life with the animator panel! It will boost
your presentation. Check out How it Works.

Pana Amico Bro Rafiki Cuate

 Use our editable graphic resources...
You can easily resize these resources without losing quality. To change the color, just ungroup the resource
and click on the object you want to change. Then, click on the paint bucket and select the color you want.
Group the resource again when you’re done. You can also look for more infographics on Slidesgo.
 JANUARY FEBRUARY MARCH APRIL MAY JUNE

PHASE 1

Task 1

Task 2

PHASE 2

Task 1

Task 2

JANUARY FEBRUARY MARCH APRIL

PHASE
1

Task 1

Task 2
 ...and our sets of editable icons
You can resize these icons without losing quality.
You can change the stroke and fill color; just select the icon and click on the paint bucket/pen.
In Google Slides, you can also use Flaticon’s extension, allowing you to customize and add even more icons.
Educational Icons Medical Icons
Business Icons Teamwork Icons
Help & Support Icons Avatar Icons
Creative Process Icons Performing Arts Icons
Nature Icons
SEO & Marketing Icons