Colgate-Palmolive:cleopatra

COLGATE-PALMOLIVE: CLEOPATRA

The Cleopatra case deals with the introduction of Colgate-Palmolive new soap product, Cleopatra, into the Canadian Market. After its launch in 1984 in France, the product was a huge success. By the end of 1985, market share rose to 15% and it became No.1 brand. In 1986, the company decided to launch it in Quebec, Canada. Quebec was chosen for majority of French population in the country. Two researches were conducted- one on “super-group” of articulate professional women and other on typical consumers of Toronto. The research results were positive. The product was finally launched as a premium priced product and the company aimed a target of 4.5% market share to be captured. The product did not sell good during the first year and a decision was to be made regarding whether to continue the product with minor changes or call off the program

SWOT ANALYSIS

Strengths

 Unique packaging- The gold packaging laminate reflected light and prevented perfume from escaping.  Easy to hold and use.  Differentiating feature - Cleopatra logo stamped on bar.

Weaknesses

 The price was the highest among all other soaps.  The television commercial did not leave an impact on most viewers.  Cleopatra was promoted as a women‟s (age group 18-49) product.  Low availability in stores.  The market research was too broad and occurred in a city that wasn‟t the intended launch location.  No exhaustive research was done