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presentation on colgate
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CASE STUDY :Colgates Distasteful ToothpastePrepared for: MADAM NURUL AZRIN ARIFFIN Presenter : AHMAD AFIDZ BIN MOHLISINMASWADI BIN AZIZMUHAMAD SHAHRULFITRI BIN MOHD SULAIMANMANAGEMENT
Case OverviewColgate learned a hard lesson in 1985 by acquiring Hong Kong based Hawley & Hazel
This strategy was used to enter the Asian market place (products sold widely in Hong Kong, Malaysia, Singapore, Taiwan)
Racist Logo?
Was this a costly mistake?
Darkie Toothpaste
ProblemColgate purchases 50% partnership of Hawley & Hazel 1985 for $50 million
Hawley & Hazel are selling a very successful brand of toothpaste that dates back to the 1920s
The brand Darkie is considered raciest and very offense to many people of color
North American backlash at Colgate
SolutionAfter heavy reaction from North American groups Colgate asked Hawley & Hazel to change product look and name.
Hawley & Hazel hesitant to change product because of high brand loyalty
A mutually beneficial solution purposed
Darlie Toothpaste
Updated logo and changed the name from Darkie to Darlie
Darlie Toothpaste 3-year plan to roll out the new name and logo
A heavy marketing blitz was executed in Asia to inform customers of the name change
Asian Perspective on Darkie ToothpasteWas not found to be racial or offensive
Best selling toothpaste in Asian
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