Publications
Publications
- October 2007
- HBS Case Collection
Colgate Max Fresh: Global Brand Roll-Out
By: John A. Quelch
Abstract
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.
Keywords
Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico
Citation
Quelch, John A., and Jacquie Labatt-Randle. "Colgate Max Fresh: Global Brand Roll-Out." Harvard Business School Case 508-009, October 2007.