Colgate Max Fresh

Colgate Max Fresh: Global Brand Roll-out

Joong Kim

Dr. Sheng

Colgate Palmolive Company (CP) is a multi-billion global company operating in 200 countries worldwide. CP competes in the health industry, specifically oral health. Among their product lines, the company focuses on oral, personal, and home care; and pet nutrition. To promote growth within the company, CP focuses advertising within potential markets such as China, Russia, India, Mexico, and Brazil.

Colgate was the first commercial toothpaste in the world. They are currently the world leader in oral healthcare. Although they have the biggest market share in this industry, they are challenged by Procter & Gamble (P&G). P&G produces and manufactures many products, but P&G competes with CP by having Crest in the oral hygiene industry. P&G actually had market share during 1955 because they started to include fluoride in their toothpaste. Fluoride is a substance within the toothpaste that eliminates cavities. Although P&G patented this technology, by 1990s virtually all toothpastes in the U.S. offers fluoride protection.

Since it is very hard to differentiate the products in the toothpaste world, the R&D team worked with CIC (consumer innovation center) to create a product called Colgate Max Fresh. Colgate Max fresh was innovative due to a couple of reasons. To enhance better/cleaner smelling breath, mini breath strips were added to Colgate Max Fresh toothpaste. The mini breath strips were the differentiator in this case. Also along with the toothpaste, they introduced mouthwash which is a alternative to prevent cavities. Although the Colgate Max Fresh was a hit, the high manufacturing costs were a huge concern for CP managers. Due to the high retail prices caused by high manufacturing cost, Colgate could not introduce Colgate Max Fresh into emerging markets.

Colgate Max Fresh (CMF) was officially introduced in August 2004. Although the CP management predicted that CMF...