Assess and discuss the CMF launch in the U. - the goal of launching CMF in the U.
Colgate is the leading toothpaste brand in the U.S. Colgate Max Fresh or CMF could be considered one of the biggest products from Colgate. Their market research was proof that they will have a high target size enough to launch this new product. In this case, Colgate needed to come up with a product that would stand out from other products that were already in the market coming from their competition Crest who is also a very well known brand in the U.S. Because of this, they came up with the idea of CMF, toothpaste that would provide people with both health and whitening benefits. .
Over the case it was stated that Colgate actually made a huge investment on their advertising for CMF. Around 70% of their marketing budget was spent on this product. Apparently having a fresh breath was a high requirement for a huge part of the population, because of this, Colgate focused their CMF adds in providing people with knowledge of what the toothpaste would actually do for their breath, making it fresh. They used model Emily Procter to promote the product in the advertisement, which attracted even more people's attention. .
They created two types of products, one gel and one liquid. Both packages were very modern and new at the time. They attracted people's attention because they showed the clear mint stripes on it used for whitening, therefore people were more attracted to buy them. Because of all of this, their sales increased and almost 40% of people was now intended to buy Colgate. It eventually served as a way of boosting Colgate's market share and boosting their sales and consumers. .
The reason why this is a good country to launch this new toothpaste is because their market research shows how much the population is into having good health in the products they buy. Colgate provides health for them. Also U.S. consumers seem to be looking for cosmetic benefits also at the same time they are given health, the results of this paste is actually a combination of both desires which is why the U.