Colgate In Argentina
Introduction:
Colgate was founded in the United States in 1806 and for the
first 100 years, its business focus was only there. However, in the very early
1900's, the Company began a very aggressive expansion program that led to the
establishment of Colgate operations throughout the world. Today,
Colgate-Palmolive is a $9 billion company, marketing its products in over 200
countries and territories under such internationally recognized brand names as
Colgate, Palmolive, Ajax, Fab, and Mennen as well as Hill's Science Diet and
Hill's Prescription Diet. Colgate Total is considered the greatest evolution in
toothpaste since the introduction of fluoride. This highly effective formula,
containing fluoride and the antimicrobial ingredient, Triclosan, has been
demonstrated clinically to help prevent gingivitis, plaque, cavities and tartar.
And, its unique patented formula, containing the co-polymer, Gantrez, continues
to be active between brushings. It continues to work fighting plaque,
gingivitis, tartar and cavities after you stop brushing, even if you eat or
drink. No other toothpaste manufactured in the US contains Triclosan or has been
cleared to make claims for gingivitis and plaque reduction. Since the
announcement of the FDA clearance of Colgate Total on July 14, 1997, retailers
have expressed unprecedented enthusiasm and interest. Dr. Sigmund S. Socransky,
Associate Professor of Oral Biology, Harvard School of Dental Medicine, and
Senior Member of the Staff and Head, Departments of Microbiology and
Periodontology, Forsyth Dental Center, said, Colgate Total represents one of the
most remarkable oral therapeutic achievements in the last 20 years. Colgate
Total will benefit the oral health of all users. The most common non-contagious
diseases are periodontal diseases such as gingivitis.
In fact, 63% of Americans
suffer from gingivitis. As the only toothpaste with this formula, Colgate Total
will help Americans take greater care of their teeth and gums than ever before
and will help younger people prevent these dental problems. Since Colgate Total
was introduced internationally in 1992, over half a billion tubes have been
purchased by millions of consumers in 103 countries. However, before permitting
it to be marketed in the US, the FDA conducted an extensive review of data in
Colgate’s clinical tests. These included five major studies that supported the
safety and efficacy of the toothpaste. Independent dental associations in 30
countries, including the American, Canadian and British Dental Associations,
have awarded seals of acceptance to Colgate Total. Colgate Total will begin
shipping to food, drug and mass merchandisers nationwide on December 15, 1997,
and will have a suggested retail price of $2.49, $2.99 and $3.49 for 4.2, 6.0
and 7.8 ounce tubes, respectively. Colgate-Palmolive is a leading global
consumer products company tightly focused on Oral Care, Personal Care, Household
Care, Fabric Care and Pet Nutrition. In the U.S., Colgate sells its quality
products under such nationally recognized brand names as Colgate, Palmolive,
Mennen, Ajax, Irish Spring, Softsoap, Murphy Oil Soap, Ultra Brite, Baby Magic
and Fab, as well as Hill's Science Diet and Hill's Prescription Diet pet foods.
Executive summary Successful international marketers possess the ability to
identify with and adapt to different cultural environments. International
marketing requires that one actively anticipate the effects both foreign and
domestic uncontrollable environments exert over the marketing mix, and then
adequately adjust the marketing mix to minimize potential negative effects.
Often times an international marketer’s self-reference criterion impede his or
her ability to accurately assess and properly respond to foreign operating
environments.
