How many Colgate toothpaste are there? Colgate has 32 varieties of toothpaste. When was Colgate Kitchen Entrees launched? How did Colgate toothpaste get its name? What are some products that have failed? New Coke. Is Colgate Total safe? Which Colgate toothpaste is best? What is Colgate good for? Where can you visit a museum of failed inventions? Where is the museum for failed inventions? Why did the Museum of failure close?
What are 4 possible extension strategies? Can you give any examples of successful or unsuccessful brand stretching? How does Apple use brand extension? Is Colgate an Indian company? Is Colgate made in China? What are the disadvantages of Colgate? Side effects requiring immediate medical attention. Black, tarry stools. Hence, to understand the failure of Kitchen Entrees, we need to understand the contextual factors of why the executives at Colgate believed that consumers wanted, and would buy, frozen meals.
As the economy became more uptight, the opportunity costs of home-cooked food outweighed the benefits of it for many. Therefore, ready-to-eat meals served as a time-saving and affordable alternative.
None of them have any slight resemblance to food or edible products. Therefore, Colgate did a great job in pushing for the brand identity and maintaining its consumer brand resonance as a leading company in the dental products sector, yet this served as an adversity against its brand extension into frozen meals.
However, this ties back to the issue where the associations people make about Colgate do not relate to food or edible products. There were emotions, trust, and loyalty attached to the established brand, but the general brand image of Colgate—the provider of dental goods—was irrelevant to the extension. Thus, the failure of Kitchen Entrees can be attributed to its tangible aspect in which Colgate failed to acknowledge the great differences between Kitchen Entrees and the Colgate brand.
In conclusion, the overarching dilemma Colgate faced in this brand extension was its misunderstanding of, and disconnection with, its own brand. The failure of Kitchen Entrees is an insightful lesson on how difficult brand extensions are, even for big companies.
For this case, Colgate made the mistake of relying too much on its established brand without understanding the associations consumers had about its brand. The company indeed successfully identified a growing demand for ready-to-eat meals, which has since blossomed into a vibrant global market. Consumers did need and want to buy ready-to-eat meals, just not from a dental-specialized company like Colgate.
Anwar, Ayesha, et al. Biricik, Asli. Accessed 15 11 Crossley, T. Grand View Research. What Were They Thinking 6? Colgate Kitchen Entrees. Comment 0. Life Beyond k That k Guy. Like this: Like Loading No Comments. Leave a reply Cancel reply You must be logged in to post a comment.
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