In October 2013, Colgate-Palmolive Company, the entire world's leading oral care business, was about to start its new Colgate(registered company) Maximum Cavity Protection(TM) plus Sugar Acid Neutralizer(TM) toothpaste in Brazil. Oral care group accounted for 46 percent of Colgate's $17.4 billion sales world-wide in 2013. The brand new toothpaste was clinically proven to reduce and prevent cavities more efficiently than toothpaste with the same degree of fluoride alone.
All important business players, including Procter & Gamble, GlaxoSmithKline and Colgate itself, had long ago established products with the maximum amount of fluoride permitted by Health authorities. Yet caries remained an important threat to public health in several countries, both developing and developed. As Colgate's president of Oral Care, Suzan Harrison, prepared to launch CMCP SAN in Brazil, the planet’s third largest oral care marketplace, her executive team was broken up over the item’s positioning and pricing.
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: May 18, 2015 PRODUCT #: 515050-PDF-ENG
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