- Were CP China’s changes to the CMF marketing launch program justifiable? Why?
Colgate Max Fresh (CMF) was Burtons marketing objective as a global venture. Each country had its traditions and its deferent movements that would make precise products sought-after. For CMF to attract a Chines market, it had to explore and target those specific selling interest.
The person who was in charge of conducting all the R&D for Colgate in Asia was Del Levin. Mr. Levin found that while potentially huge retail existed for this product being that Asia had a large freshness segment. Which needed to be marketed in a special way to best charm the Asian shopper. Foremost, the name itself Colgate Max Fresh, was not as desirable as the other names used by the Asian market; the name was consequently altered to “Icy Fresh”. Furthermore, the unique advertising that used ‘breath strips’ was pointless to an Asian consumer and would have been better amended to ‘cooling crystals’ which was more appropriate and significant to the Chines market.
Most consumer surveys were steered to the Asian collective beliefs and was carefully examined the numerous distinctions that would make the merchandise popular that freshness was still a comparatively new idea to this specific market and that, a careful inquiry would have to be conducted on its prospective selling points. Emily Proctor and her part were unfamiliar in China, and much more expenses would need to be immersed in fashioning public relations for the Colgate product. They would need to find an Asian superstar rather than Emily Proctor in order to get the Asian populations attention.