Submitted by: Submitted by boooooo
Views: 2303
Words: 473
Pages: 2
Category: Business and Industry
Date Submitted: 06/15/2010 07:41 PM
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...