Descrição: Carta programa da Reinventa - chapa para disputar o Centro Acadêmico XI de Agosto
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Did CP Mexico manage its CMF launch better than CP China? In January 2005 Colgate –Palmolie !as a "0#$ billion global com%any o%erating in 200 countries !orld!ide# &ccording to the case study' Colgate !as the leading tooth%aste and tooth%aste brand# In 200( !as a ery e ry strong year )or gro!th !ith * + sales dollar gro!th and an d ,0#"+ %oint gro!th in gross %ro)it %ro)it margin to 55#"+# -en though this area loo.ed on %a%er' %a%er' the o%erating and net income sho!ed /25 and /*+ in com%arison to 200# 1his !as caused by more mar.eting costs and increases in ra! material and %ac.ing material costs# CPs main aim !as to )ocus on gro!th# 3o' targeted areas !ere selected and t!o o) the )ie selected !as Mexico and China# 1his created some challenges )or CP# 1he biggest %roblem !as communications challenges# 4o! this !as neer an issue in the 3 mar.et o) course# CPs 67D 67D came u% !ith a ne! tooth%aste )ormula that !as sensorial drien' breath )reshening %roduct later launched as Colgate Co lgate Max Fresh# 1his %atented )ormula contained dissolable mini breath stri%s# In 200( CMF contributed to CPs record share o) (#8+ in 9alue 9alue shares o) leading 3 1ooth%aste Manu)acturers# 3o' the attem%t !as to ex%and the Chinese and Mexican mar.et# 4o! these t!o mar.ets !ere deelo%ing countries com%ared to the 3# 1he 3 is considered to lo! context culture and the Chinese and Mexican mar.et !ere considered high context cultures# 4o! the Chinese mar.et !as a tric.y and an ex%ensie cam%aign# 1he conce%t o) Freshness !as a ne! idea )or the Chinese consumers' so communicating this !as ex%ected to be a challenge# &ccording to the Case study' the media adertising used to create a!areness accou nted )or *+ o) the year one budget# 1his included celebrity s%o.esman li.e the actor -mily Proctor' a !ell .no! actor )rom the sho! C3I in the 3# :e :ell ll this !ouldnt !or. in the Chinese mar.et because she is un.no!n un. no!n in that %art o) the !orld# CPs adertising agency belieed there !as a need to connect !ith the consumer on an emotional leel and scra%%ed the idea o) using -mily Proctor in the Chinese cam%aign# For the Chinese mar.et' adertising !as deelo%ed using the leading roc. star in China Jay Cho!# 1he cost )or shooting a ne! commercial !ould cost about ;500'000 %lus talent )ees that could reach around ;" ; " million# &long &long !ith this cost !as an additional add itional )laor' change o) color )or the mint )laor and !as created !hich cost oer ;200'000 more# 1he )laor and color change cost added about ;"#**M to the ca%ital cost and delayed launch# Colgate dominates in Mexico !ith an 82+ alue share o) the ;(8 ; (8 million retail tooth%aste mar.et in 200( according to the case study# 4e! shel) s%ace )or ne! %roducts !as hard to achiee !ith the tooth%aste demand being ery )lat# &long !ith that' %rice sensitiity !as high as the aerage ae rage income %er ca%ita erall' I beliee CP Mexico did a better
get a!ay !ith lo!er &dertising cost o) ;"'500'000 dollars ersus china !ith ;"5'880'000 and launching late# 3o' it !as neer a true a%%les to a%%les com%arison#