Qestions Assignment Example | Topics and Well Written Essays - 250 words

Qestions - Assignment Example Likewise, the major ethical issue involved was once it was determined that Hawley and Hazel had a highly racially offensive product how Colgate would seek to deal with such a problem in its very large domestic US market. As is usually said – hindsight is 20/20; however, it is the opinion of this student that seeking to demand that Hawley and Hazel discontinue and/or rebrand the product immediately or risk termination of the partnership should have been engaged upon as a means of ameliorating the damage that would be done to the domestic market based upon the negative reaction of many civil rights groups etc. 3. Is it possible for Colgate and Hawley and Hazel to change the toothpaste’s advertising without sacrificing consumer brand loyalty? IS that a possible reason for Colgate’s not responding quickly to domestic complaints? Ultimately, the answer to the first question is yes. Regardless of how ingenious a marketing rebranding strategy that could have been engaged with, a certain level of loss would doubtless have been realized and other competitors would have greatly benefitted from such a rebranding. Moreover a rebranding requires a large amount of up front funding in addition to the necessary losses that would be exhibited upon brand loyalty. As a function of weighing this level of necessary loss, Colgate opted for merely hoping to ride out the storm; however, as this did not happen, Colgate made a very cost miscalculation. In the end, a â€Å"no management rights† clause was most certainly not the right decision for Colgate. Due to the fact that once the Hawley Hazel toothpaste debacle came to light Colgate had little if any leverage to seek to force a change in branding from the firm it had allied itself with. A far better approach, if the firm had still been set upon a â€Å"no management rights† clause would have been for Colgate to perform a very thorough analysis of