Marketing Program Launch in China: Critical Whitening Strategy - Essay Sample

In your evaluation, which of the adaptations made to the marketing program to launch CMF in China are must adaptations from a marketing effectiveness point of view? Why?

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

There were several effective strategies applicable for launching the marketing program in China, one of which was the emphasis on the whitening brand. This was necessary because the intervention on the same introducing an aspect of quality. The introduction of the freshening and whitening quality of the toothpaste was one feature that would amuse many Chinese and, in the end, would contribute to the overall success of the organization. Besides, it was important because it was connected to the local brands whose prices the marketing campaign specified that would be reduced significantly. This was therefore very important to influence the potential buyers.

Which of the adaptations are not likely to have much of an effect from a marketing effectiveness point of view? Why?

While there were necessary adaptations, some were rather unnecessary adding limited effective to the exercise of launching the product in China. For instance, the organization was much focused on the choice of the best celebrity who would be used to promote the marketing campaign in the country. Specifically, the company was prompted to work with Jay Chow, who was the leading rock star in China unfortunately, the professional charged too much than the individuals they had been using previously. Moreover, there were many alternatives to use which would mean limited expenditure on the advertisement campaign. This only led to too much expenditure.

What is the additional cost outlay incurred toward adaptations that were made to the marketing program to launch CMF in China?

Accomplishing the targets promised by the adaptations in the event of the launching campaign in china, it meant that the organization had to spend additional cost to meet the extra requirements on the same. With reference to the results of the internal debate concerning the cost to incurred as a compensation for the celebrity, initiating an exercise for shooting a new commercial advertisement would cost the organization approximately $500,00. Besides, there were individual charges like those compensating for the celebrity "talent fees" which could reach $1 million. However, the organization had to stick to the option with the perception of the quality of the message which would be communicated to the potential buyers.

How much of incremental sales would it take to recoup the extra upfront costs?

Deciding on the additional cost would mean that the organization had to ensure they achieve adequate incremental sales to cover the extra needs. The advertisement campaign would be a very challenging package and the organization would possibly spend an additional of $1.5 million. It therefore follows that the company is expected to an additional 1 million to ensure that the whole exercise is properly accomplished. Consequently, the organization will need additional sales of 1 million to ensure that it recoups the extra upfront costs.

Evaluation of the Launch Plan for Colgate Max Fresh CMF in Mexico

In your evaluation, which of the adaptations made to the marketing program to launch CMF in Mexico are must adaptations from a marketing effectiveness point of view? Why?

One of the necessary adaptations was to re commend the incorporation of the elements in the Colgate products which were never included and which the existing and potential customers had already suspected to be lacking. The management of the organization realized that some consumers had a feeling that that the corresponding product was lacking the aspect of benefits of cavity prevention and whitening. This therefore necessary to meet their expectations. This was also important to react to the appeal of the customers.

Which of the adaptations are not likely to have much of an effect from a marketing effectiveness point of view? Why?

An ineffective adaption in the marketing campaign was the focus on the assessment of the potential of the new product while comparing it with the initial Colgate goods. This is because, the emphasis of the organization was rather based on the Crest's Cool Explosions, which was not the actual product to be covered in the marketing. It was therefore an interventional adaption which would not count to the benefit of the campaign. The comparison was not necessary

What is the additional cost outlay incurred toward adaptations that were made to the marketing program to launch CMF in Mexico?

The additional cost outlay incurred was $500,000; this was to be used by the brand group for the need to develop a new advertising campaign for the Mexican market. The cost was to cover the work of the agency which would further combine the explosive power for freshening with the extreme living. The additional cost was considerably high possibly because the managers responsible for the exercise proposed advertising campaigns and individuals who charged high.

How much of incremental sales would it take to recoup the extra upfront costs?

The measure of the incremental sale would correspond to the additional cost. This is because the additional cost would mean that the organization would need to get extra amount to recoup the extra upfront. By referring to the $500,000 expenditure, the organization may need an amount equal to or s high than that. Therefore, the sales specifically meant to adjust to the expenditure I s approximately $500,000

Additional Questions for Class Discussion: Standardization versus Adaptation

To the extent possible, which elements of the product mix, promotion mix, pricing mix, and distribution mix of CMF launch in the US should Colgate standardize across countries? Why?

To the extent possible, which elements of the product mix, promotion mix, pricing mix, and distribution mix of CMF launch in the US should Colgate adapt to individual country markets, or some country markets, or various cluster of country markets?

Reference

Quelch J, J., & Labatt-Randle, A. (2014). Colgate Max Fresh: Global Brand Roll-Out. Harvard Business School.