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.
1. Compare the China vs. Mexico launches of CMF using the data in the case. Evaluate Colgate’s strategy in each country on a set of common criteria. Where was the launch more effective? Explain.
2. Briefly outline the pros and cons of adaptation when launching brands globally.
3. After consider pros and cons from the experience in various countries, in your opinion, what should Burton propose going forward to optimize new product introductions for CP worldwide, for the regions, and for the country subsidiaries? Provide detailed recommendations.
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