MKTG 471 Study Guide - Midterm Guide: Emily Procter, Jay Chou, Toothpaste
19 May 2018
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MKTG 471 EXAM review
Based on Colgate Palmolive's competitive market situation in the USA, what was
the strategic rationale for launching Colgate Max Fresh? (Colgate)
was a defensive strategy in USA to compete with Crest (P&G), to better compete
P&G releases Crest Whitening Strips and Crest + Scope, trends in toothpaste
moving from therapeutic (shrinking) to cosmetic (growing), P&G's new releases
compete in cosmetic segment, Colgate only competing in therapeutic segment,
released Colgate Max Fresh to compete in cosmetic segment
Was CMF launched in USA with a global marketing program? If not, what aspects
were not transferable? (Colgate)
USA launch primarily targeted young singles, used Emily Proctor from CSI: Miami
as spokesperson; nontransferable aspects include CSI: Miami/Emily Proctor and
breath strips were a USA phenomenon
Were China's changes to the CMF marketing launch program justifiable? (Colgate)
Emily Proctor not known - used Jay Chow instead, breath strips unknown, had
distinct flavor preferences, 9 flavor packages in China compared to 4 in USA,
changed name to "Icy Fresh" in concept statements, described breath strips as
"cooling crystals", advertising focused on "extreme living"
Did CP Mexico manage its launch better than CP China? (Colgate)
Colgate is already highly favored in Mexico - do not need to make as many
changes, Emily Proctor won't work used snow surfer which was later adopted in
other countries including USA, proposed 6 flavor packages
What are 5 important costs of adaptating marketing programs for new products
from one country market to another? (Colgate)
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1. new advertising, packaging, additional market research
2. opportunity cost (lost market share and delayed blocking and tackling of
competitors) of delayed launches while adapting
3. opportunity cost of launch delays for subsequent new products if adaptation
causes delay in first roll out
4. trademark registration inefficiencies for multiple sub-brands
5. inventory and working capital needs of global supply chain are greater when
multiple SKUs are needed for different countries
What are the key ingredients of Samsung's Corporate Turnaround Strategy? How
do many of these essential ingredients run counter to conventional wisdom?
(Samsung)
new management initiative to transform Samsung from cheap OEM to value-
added products provider, convert product line from low end commodities to high
end premium goods, repostition brand image in 200 countries for 17 product-
focused business units worldwide, vertical integration, hardware focus, product
breadth, digital technology
In a previous generation, leading Japanese brands "crossed the chasm" from
commodity suppliers to premium brand marketers. Samsung aims to do the same.
What are the implications for their marketing strategy? (Samsung)
product policy, pricing policy, communications policy, distribution policy
What are the strategic objectives of Eric Kim;s global DigitAll campaign?
(Samsung)
exploit unique ability to offer a convergent suite of digital products, improve
Samsung's brand image, "wow, simple, inclusive"
find more resources at oneclass.com
find more resources at oneclass.com
