In February 2005, Nigel Burton, in his third year as president of global oral care company in Colgate-Palmolive (CP), had every reason to be optimistic. World stock markets were strong and Colgate Max Fresh (CMF), a new toothpaste, Colgate has helped drive the share of a record in the important U.S. market, has been in the global pipeline for 2005. Burton was on his table the proposed marketing plan to launch CMF in China and Mexico. Each plan sought to maximize the business potential of the local market. Burton was to assess the plans from a global point of view.
To enhance their effectiveness, color cases should be printed in color. "Hide
by John A. Quelch, Jacquie Labatt-Randle Source: HBS Premier Case Collection 30 pages. Publication Date: October 23, 2007. Prod. #: 508009-PDF-ENG
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