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CLEOPATRA FAILED
IN QUEBEC
RAJA RAMINDER SINGH-
PLANT HEAD NUFLOWER FOODS & NUTRITION PRIVATE LIMITED
SMP-13 NIIT-IMPERIA-IIM-C
Marketing Basics
Guidance by Prof. Ramendra Singh
COLGATE PALMOLIVE:CLEOPATRA SOAP
LAUNCH IN CANADA
Cleopatra SOAP a beauty care brand of Colgate Palmolive launched in
Canada in February 1986 in an Extravaganza in a very dramatic way.
Hostesses serving cocktails were dressed like Cleopatra, the queen of
ancient Egypt.
Multimedia presentation of new brand with the award winning
commercial.
Each of retailer guests received an exclusive three-dimensional
Pyramid invitation.
Cleopatra was revealed to around 1000 audience with positive
overwhelming response.
Colgate-Palmolive salespersons received an order of 2000 cases by the
end of the launch day.
FRENCH EXPERIENCE WITH CLE0PATRA
Cleopatra soap introduced in France in November 1984.
Amazing market share of 10 % during start up in 1985 and
market share shot up to 15% by end of 1985.
Cleopatra become number one brand in France.
Premium product with 23% price premium comparison to
other brands.
Success of Cleopatra soap in France encouraged the
organization to launch the same product in Quebec,
Canada
MIXED REACTION OF CLEOPATRA AT CANADA
Some Managers were enthusiastic about Market test of
Cleopatra in Canada.
They were expecting even better performance of Cleopatra
than that in France.
They were
Group Product Manager for Canada: Steve Boyd
Assistant Product Manager: Stan house
As per Exhibit-11(Likes/Dislikes)
29% of people said that the smell is good and pleasant but
17%of people said it has strong fragrance /harsh fragrance
26% of people like that it makes lot of suds/foam but 12%
of people said it is too harsh and not mild enough.
20% of people said it softens skin and 6%of people said it
irritates the skin.
20% of people said that the price is too high
42 RESPONDANTS OUT OF 99 HAD NO DISLIKES
MARKET RESEARCH RESULTS
As per Exhibit-12
People want to buy CLEOPATRA occasionally i.e. 66%
People don’t want to use CLEOPATRA everyday.
Majority of Respondents have chosen product for Body only.
As per Exhibit-13
Most of the Respondents are not influenced after seeing the
advertisement.
Respondents have no reaction after seeing the advertisement
DILEMMA
The brand flopped so badly in Quebec due to short sightedness &
Impatience.
Not properly advertised, even repetitive French advertisement could
not influenced Canadian people
People considered this as Beauty Soap for Women only.
Not Available at majority of stores.
Dove and other variants use to sell Bundled packs , which reduced no.
of purchases in a year.
Coupons were not distributed properly.
Location of product on the shelf was not appropriate to attract the
customer.
No innovations.
Research was done in Toronto & Cleopatra introduced in Quebec
ACTIONS TO BE TAKEN
Advertisement should be changed and should be shoot at best Canadian locations.
Achievable targets should be there.
Too much fragmented should not be there.
The company should compromise with the powerful retailers to carry forward their
brand by offering incentives and discounts.
To improve shelf positioning of the product with other brands.
The prices of Cleopatra should be same as that of Dove.
Company should wait for some more time before scrapping the brand because
customers who tried the product were actually liking the product
Company is wholly dependent on Advertisement, Canadian customers didn’t that
French advertisement
Company should take steps to improve Promotional activities because all the
coupons were not redeemed
Company could also sell Cleopatra in bundled packs.
THANK YOU