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Shvoong Home>Arts & Humanities>Colgate=Palmolive Summary

Colgate=Palmolive

Book Summary   by:likelyculprit     Original Author: Matt Collander
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After much research, Colgate-Palmolive decided to introduce the Cleopatra soap line in Canada and market it as the “premium quality, premium priced beauty soap.” The target group for Cleopatra soap was to be women between the ages of 18 and 49. The product in this case is Cleopatra Soap made by the Colgate-Palmolive Company. Cleopatra Soap is a premium quality skin care soap and its main competition would be the skin care segment leader, Dove. However the soap had been developed in France and the company decided not to make any changes to the product for the Canadian market. Cleopatra soap has a unique formula with the best ingredients with the equivalent of 15% beauty cream. The perfume of the soap, which was also blended in France, was said to have an “unforgettable fragrance.” The bar itself is carved into a special shape to make it easy to hold and also has the Cleopatra logo stamped onto the bar. Each bar is then packaged in a gold-colored carton as opposed to the paper packaging it had in France. All of these features were designed to differentiate Cleopatra from the other soaps in the market. For this case the place is Quebec, Canada. Quebec is the second largest province in population and the largest in geographical size. Most of Quebec’s population originally came from France and Colgate-Palmolive took this as a good sign after Cleopatra fared so well in its launch in France. Price wise, Cleopatra was marketed as a very premium product. In fact they decided not to offer discounts of any kind on the product.
Cartons were packed 48 to a case at the price of $41.71 and Cleopatra’s pricing strategy was to be higher than Dove which had always been the most expensive brand. Although soap is considered by most as a commodity, Colgate-Palmolive decided it would not launch Cleopatra like many other soaps by competing on price. For the Canadian launch there were many of promotions used. They wanted their demand to come straight from the consumers and thus needed strong media and consumer promotions. Their emphasis was on going to be on television advertising. The plan was to earn a 15% “share of voice” for Cleopatra. They used the same commercial that was used in France with some very small modifications. Another important part in the marketing strategy was sales promotion. They found that 64% of people would buy Cleopatra after trying it so they gave “Free Bar Coupons” to 250,000 households. In addition to this they implemented the “Cleopatra Gold Collection and Sweepstakes Promotion.” This offered consumers a wide range of jewelry at affordable prices and then those that bought the jewelry would then be entered into a chance to win a Cleopatra style 14-carat gold necklace.
Published: August 31, 2005   
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