DATE: January 9‚ 2010 RE: Calgate Max Fresh: Roll out Brand Summary: 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 tooth paste that had helped drive Colgate to a record 34.8% value share in the important US market‚ was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plan for CMF
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Consumer products in China (Colgate Toothpaste) Marketing on regional markets Table of context Introduction 4 PEST Analysis 5 POLITICAL AND LEGAL 5 ECONOMIC 6 SOCIAL 8 TECHNOLOGICAL 9 Consumer Survey China 10 The growing importance of regional differences 10 Cluster map – from city tiers to city clusters 12 Position of Brands 14 Increased Demand for Premium Products 14 Brand loyalty 16 Trust in Big Brands 17 Importance of focus on the Right brand attitudes 17 Customer communication
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Introduced in September 2002‚ Colgate’s ‘Simply White’ posed a threat to P&G’s dominant market share in the over- the-counter teeth whitening product category. Colgate emphasized that its product bleached teeth as effectively as P&G’s Crest Whitestrips and priced it at a significant 65% lower than Whitestrips which allowed it to gain almost 50% market share. Although concept tests done by P&G indicated that consumers perceived both products to be equal in terms of whitening levels‚ P&G’s internal
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The Product Product variety - Colgate Herbal White is part of the range of toothpastes offered by Colgate Palmolive in India‚ which is led by Its flagship brand Colgate Dental Cream (CDC). The brand was launched in 2001 and is essentially targeted at traditional consumers who seek natural ingredients (such as in semi-urban and rural towns) Quality – Being a popular segment product and an offering by Colgate-Palmolive quality parameters are thoroughly tested to ensure consumer satisfaction.
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(1)colgate (2)closeup (3)pepsodent (4)dabur red (5) sensodyne Intro about toothpastes Earlier in India‚ oral hygiene was the domain of local home made ayurvedic powders and natural herbs. The history of toothpaste industry in India can be traced back to the year 1975. Now‚ the awareness regarding oral hygiene in the Indian society has increased and thus many companies have come up with their brands of toothpaste. The first toothpaste to enter the Indian market was Colgate. In recent years the
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KEY EXTERNAL FACTORS |WEIGHT |RATING |WEIGHTED SCORE | | |Opportunities | | | | |1. Population of children had increase. |0.05 |3 |0.15 | |2. Standard of socialization has increase. |0.20 |4 |0.80 | |3. Career opportunity.
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have done above is a “full-cost” analysis. This is in contrast to a “direct-cost” analysis that ignores overhead costs. Is full cost the right metric for job profitability and customer profitability? What assumptions are we making about the variability of overhead costs when we do a “full-cost” analysis? By allocating the overhead costs to jobs and customers there is an implicit assumption that these are variable with the cost driver. In reality‚ some of the overhead costs are fixed‚ at least in the
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Plant overhead $122‚000 D/L rate/hour $30 Youngstown has a traditional cost system. It calculates a plant-wide overhead rate by dividing total overhead costs by total direct labor hours. Assume‚ for the calculations below‚ that plant overhead is a committed (fixed) cost during the year‚ but that direct labor is a variable cost. 1. Calculate the plant-wide overhead rate. Use this rate to assign overhead costs to products and calculate the profitability of the four products. The assignment
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CHAPTER 6 PRODUCTION EXERCISES 4. A political campaign manager must decide whether to emphasize television advertisements or letters to potential voters in a reelection campaign. Describe the production function for campaign votes. How might information about this function (such as the shape of the isoquants) help the campaign manager to plan strategy? The output of concern to the campaign manager is the number of votes. The production function has two inputs‚ television advertising and
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Ronald Coase noted‚“The cost of doing anything consists of the receipts that could have been obtained if that particular decision had not been taken.” For example‚ the opportunity set for this Friday night includes the movies‚ a concert‚ staying home and studying‚ staying home and watching television‚ inviting friends over‚ and so forth. The opportunity cost of taking job A included the forgone salary of $102‚000 plus the $5‚000 of intangibles from job B. Opportunity cost is the sacrifice of
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