Colgate launched kitchen entrees a line of frozen

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Colgate launched Kitchen Entrees, a line of frozen food products, in the US in 1982, hoping tocapture the growing market for ready-to-eat meals. It also hoped that customers, after enjoyingits frozen food offerings, would go out and buy its toothpaste as well.While the idea seemed workable on the drawing board, Kitchen Entrees flopped with customers,who got very confused about Colgate's brand image. The brand had traditionally been associatedwith hygiene and oral care, and customers simply did not buy the idea that they should eat foodoffered by the same brand whose products they normally used to clean their mouths with.Reasons behind its failureColgate is a well-known brand for toothpaste. But the company decided to use the same name tosell food products, called Colgate Kitchen Entrees. The idea must have been that consumerswould eat their Colgate meal, then brush their teeth with Colgate toothpaste. But connecting thetaste of food and toothpaste was not a good idea. While the idea seemed workable on thedrawing board, Kitchen Entrees flopped with customers, who got very confused about Colgate'sbrand image. Using the same name was not a good idea and the food product failed.

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Term
Fall
Professor
Thompson
Tags
Marketing, new product development, Proper market research, kitchen entrees

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