Cleapatra Colgate-Palmolive Case

1024 Words5 Pages
* The brand reached an amazing market share of 10% by the following year of the launch, despite its 23% price premium compared to other brands in France. * The biggest problem at that time was to keep up with the demand in France. * Impressed by the massive success in France, Global Marketing Group in New York saw it a good idea to look for other markets for the brand. * French-speaking Quebec in Canada seemed like the obvious choice. * There were mixed feelings in Canada about the entry of Cleopatra there, some managers found it a good idea and that the formula will be just as successful in France. While some believed that Canada needed a more “national” brand, and Cleopatra was not. * Two types of research methods were conducted in Toronto to answer the following question “Is there a reasonable certainty that Cleopatra would be accepted by consumers in Quebec?” * The first type of research was conducted on a group of “super women” who were chosen and grouped together to be exposed to the product, price and advertising. The research concluded with positive results regarding the soap and it’s concept. * The second type was conducted on typical consumers and 50% stated they would buy it. And 64% said they would buy it as a result of using the product for a week at home. * Following the overall positive results of the research, plans began immediately for a launch the following year. * Avoidance of a price-war in the market was a key objective to the Canadian Marketing team and as a result they decided to position Cleopatra as a premium brand, at a premium price. * Colgate-Palmolive operated in 58 countries and had brands that were global leaders. And has two main competitors, Proctor & Gamble and Lever. * It had sales offices in six major regions across Canada; the Maritimes, Quebec, Ontario, Alberta, the Prairies and

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