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.
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.
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.
Cleopatra was marketed as a very premium product. In fact they decided not to offer discounts of any kind on the
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.
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.