Colgate brand

Ad Performance: perseverance, "Fangzhu" in the end.

Jia Jieshi by virtue of occupied "to prevent tooth decay," the mental resources, in the United States became the first toothpaste brand. Colgate is one of the game high, the first entered China in 1992, the world's largest dental market and Shunshou Na Jia Jieshi the United States to transplant the first to broadcast the ads, straight from the "Fangzhu" positioning. Jia Jieshi question to China three years later, it was too late, had several times against forces also seized no avail, but a follow-up Fangzhu brand.

Colgate Zhandexianji once, never to Jia Jieshi a chance. More than 10 years, Colgate ads almost no change that through the child's mouth, and direct a brand objectives: no tooth decay. In order to consolidate the "Fangzhu" positioning, Colgate also became the first to participate in the tender Central Television ads foreign-funded enterprises, through the media authority of the prime time to promote the brand Fang Zhu, firmly Eshou living brand positioning. However, Colgate has recently started at fault, "herbal salt" products on the publicity too heavy.

Recommendations: With the increase of products, the best strategy is the implementation of multi-brand, the establishment of different characteristics and positioning the crowd, leading to even toothpaste have the opportunity to monopolize the market.