Colgate Max Fresh Case Study The Colgate Max Fresh: Global Brand Roll-Out article presented a case of Colgate-Palmolive Company and the process of taking a new product, Colgate Max Fresh, global. Colgate-Palmolive had the leading value market share of toothpaste in the U.S. 2004 with 34.8% and Crest from Proctor & Gamble close behind at 31.6%. Colgate also had a commanding lead in the international market with a global toothpaste market value share of 39.7% in 2004, compared to Proctor & Gamble with only 14.7%. Colgate looked to continue its dominance in the toothpaste market by taking advantage of the increase in the demand of cosmetic attributes to toothpaste.
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Also, Colgate had to use “Cooling Crystals” to describe the breath strips because these were a new concept to the Chinese. Lastly, Colgate used American television star Emily Proctor from CSI to promote Max Fresh in America, but she was not well-known in China. To fix this, Colgate decided to keep the celebrity advertising idea, but instead hired Jay Chow, a big-name rock star in China. This targeted the younger target market that would be looking for fresh breath and Jay Chow embodied “extreme living”, which would strike a bell with the younger market. Although this was extremely expensive compared to adapting the Emily Proctor ad, Colgate felt that this was the proper step to take. The flavors chosen for the Chinese market were relatively different as well. In the end they chose to go with Tea, Citrus, and Mint in a light green color because these flavors and color tested well in China. Pricing remained static with Crest so that they remained competitive, yet still made a profit. Packaging was a problem as well, because the clear tubes that showed the gel with the breath mints did not meet their packaging standards and even though the Chinese preferred this packaging, they did not use it. As far as advertising and promotion, they chose to use a web site, a public relations event, in-store displays, trade support, consumer sampling, and advertising. When it came to