Question

Colgate-Palmolive is a leading global consumer products company tightly focused on Oral Care, Personal Care, Home Care, and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world. Colgate launched Colgate Kitchen Entrees in 1982 in an effort to expand its brand. Using the principles in this course and personal research, please explain: 1. With such a brand recognized name, why did this campaign fail? 2. What could have been done (if anything) to make this product launch a success? Colgate-Palmolive is a leading global consumer products company tightly focused on Oral Care, Personal Care, Home Care, and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world. Colgate launched Colgate Kitchen Entrees in 1982 in an effort to expand its brand. Using the principles in this course and personal research, please explain: 1. With such a brand recognized name, why did this campaign fail? 2. What could have been done (if anything) to make this product launch a success?

Answer 1

Ans BRANS EXTENSION :Brand extension is the strategy that is used by companies in which firm marketing a product with already developed image it uses the same brand name in different products.

Ans 1.Colgate also uses the brand extension strategy .It also used the brand name colgate to launched colgate kitchen entrees but it was a biggest failure due to following reasons:

*There is no doubt that colgate is leading brand in toothpaste it always gives tough competition to its competitors but here while launching a colgate kitchen entrees colgate goes wrong beacuse customers just could not imagine that they are having a food with same brand colgate that they used to clean thier teeth in the morning.

*consumer  just not able to make connection with kitchen food from brand name colgate. Its out of thier imagination.

*A brand name that is already well occupied space in their washrooms .consumer could not to allows same brand name food related items in their kitchen.colgate's pasta its seem so hilarious which did not allows consumer to connect with it.

*It shows colgate kitchen entree fails to use wrong brand name with brand extension ;colgate did brand extension in toothbrushes,mouthcleaners that is appreciable and a big hit where as same brand from kitchen entrees was not accpeted by consumers because its such a bad idea to connecting food item with tooth paste brand name beacuse its just not tingling the taste buds of consumers.

Ans 2.To make a launched a successful colgate must not think to take advantage of same brand name for the products of kitchen it proves well settled brand name will not always gives you advantage it can proof a big failure for company .

If their is no link between two products it must not be launched with same brand name for instance colgate could did  extension in the products like soaps, hand sanitizers because people has connection with the brand that sold hygiene product but they were just not able to connect with kitchen products of colgate because colgate has  a perceptio of a toothpaste that fight with cavity,help to give whitening teeth ,reduce sensitivity but a delicious yummy food never come in mind .so colgate must did  extension in the linked product line if it wanted to take advantge of same brand name .where as it must launch a kitchen products with different brand name because thier is no link between kitchen products and toothpaste.

Market research must be done weather consumer would lile to buy rhat company is going to offer where as It seems no market research done by colgate it just did brand extension to take the advantge of brand name without considering customer preference.