This Case is about HEALTH, INTERNATIONAL BUSINESS, PRODUCT DEVELOPMENT

PUBLICATION DATE: October 23, 2007 PRODUCT #: 514C12-HCC-CHI

Colour cases should be issued in colour to optimize their effectiveness. Global market shares were powerful and Colgate Max Fresh (CMF), a fresh toothpaste that had helped drive Colgate to a record value share in the significant U.S. marketplace, was in the international pipeline for 2005. Burton had on his desk the planned advertising launch strategies for CMF in Mexico and China. Each strategy sought to optimize the business potential in the local marketplace. Burton had to evaluate the strategies from a global perspective.

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