1. COLGATE –PALMOLIVE
CLEOPATRA
ANAND BATRA
NAMAN BHUTANI
SAI PRAVEEN
RAGHAV KABRA
2. COLGATE-PALMOLIVE
Multinational consumer packed goods corporation
Personal care and household products
Annual sales of $5.7 billion
Colgate Toothpaste was no. 1
Palmolive soap was no. 2
3. CLEOPATRA
Introduced in France in 1984
Premium product
No. 1 brand in France
15% market share by the end of 1985
Success of Cleopatra encouraged them to introduce
in Canada, specially Quebec
4. CLEOPATRA IN CANADA
Steve Boyd, Group Production Manager was willing
to expand the formula of Cleopatra in Canada
Ken Johnson, Manager was doubtful that Cleopatra
would become a strong national brand
5. RESEARCHES CONDUCTED BEFORE
LAUNCHING IN CANADA
1ST was for “Super Group” of Professional women
They were given introduction of the product, price,
advertising
Openly discuss the likes & dislikes
Results were positive
6. RESEARCHES CONDUCTED BEFORE
LAUNCHING IN CANADA
2nd research were of typical consumers
People were shown the advertisement of Cleopatra
50% said they would like to buy
7. They were given a bar of soap to try at home
After one week , they recorded their response by
calling them
64 % of people said they would like to buy Cleopatra
both the researches were successful
8. CANADIAN SOAP MARKET
In 1986 , $105 billion worth
Revenue was projected to grow 4-5%
Limited shelf space was major constraint
Success of products was more depend on Retailers
9. WHY COMPETITION IN CANADIAN
MARKET WAS DIFFICULT
Increased competition was from local products
Only survival in market was to steal share from
others product
Technological Advances were slowing
Launches of “cosmetic in nature” of products were
increasing
10. LIQUID SOAPS had entered in market
Competition was based on price
Willingness of consumers to buy acceptable brands
Bundles packs were developed(2,3,4,6)
11. MARKET DIVISION OF SOAPS
IN CANADIAN MARKET
Divided in 3 categories
Skin Care (Dove , Camay ,Caress, Cleopatra)
Refreshment(Zest, Irish Spring)
Utility(lux ,Jergens)
Ivory competes in all the three segments
12. LAUNCH OF CLEOPATRA IN CANADIAN
MARKET
In Feb. 1986, they invited 1000 retailers for the
dinner & presentation for their new brand
Hostess was dressed like , Cleopatra (Queen of
Ancient Egypt)
Looking for different , rather than price war
Received order for 2000 cases
Evening had a grand success, they were looking
forward for overwhelming response
13. QUEBEC MARKET
Largest in geographical area, which is 2.5 times of
the size of France
Second largest province in population approx. 6.7
million (26 % of population of Canada)
It accounts 28% market Canadian soap volume
market
Quebec‟s population came originally from France in
around 16th century .
80 % of population list French as their Mother
Tongue
14. EXISTING SOAPS WITH HIGH
MARKET SHARES
DOVE – having a loyal customer base , low additives
& scent
Market shares increase from 7.1 to 10.8 i.e. 52%
From 1985 to 1987 (Exhibit-3)
IVORY- competed in all the 3 markets, 100 year
heritage & ever powerful. (I use it because my
mother use it) positioning
Market shares decreases from 28.2 to 22.9 i.e. 18 %
From 1985 to 1987
15. IRISH SPRING – Made for men soap but used by
females too refreshment soap, strong scent & high
lathering capability .Market share increased from 6.2
to 6.5 i.e. 4.8% (Exhibit-3)
ZEST- market share increased 1.5 to 2.9 i.e. 93.3 %
16. CANADIAN CLEOPATRA MARKETING
STRATEGY
They introduced Cleopatra as a premium quality
beauty product
Colgate – Palmolive has already well – positioned
products like
Irish Spring(6.2%),
Cashmere Bouquet (3.3%),
Palmolive soap(3.7%)
17. Avoid to rely on retailers
Did not want to offer trade allowances and discounts
Planned that demand should come directly through
the consumers
Generation of interest in Cleopatra with the help of
strong media & promotions
18. OBJECTIVES SET BY THE COMPANY
Maximum shelf presence same as segment leader
DOVE
Maintaining Premium Pricing Strategy
100% distribution of the products
Consumers should demand the product & forced
retailers to keep it in their store
They want that both consumers & salesperson
should be enthusiastic about product from day one
19. Major emphasis on Advertisement
Out of 100 minutes of soap advertisement , at least 15 %
should of Cleopatra
Target group: women age b/w 18 to 49
Advertisement was same as in France
Advertisement was shot in Rome
Advertisement showed Cleopatra, eternal woman , holder
of all secrets
Tag Line „ A new soap that might well change the face of
the world‟
Cleopatra – the secret of beauty
20. SALES PROMOTION
Projection from research was that 64% people would
buy after trying
Free Bar coupons were given to 250,000 households
One can exchange coupon to get free bar of soap
“Cleopatra Gold Collection and Sweepstakes
Promotion” which offered consumer a variety of
popular & fashionable costume jewelry at reasonable
prices
21. Because it is a premium quality product, no
discounts were offered
Cleopatra pricing was higher than Dove
The most expensive brand
Cleopatra has a competitive advantage over dove for
$ .476 per case i.e. $3.00+$0.77+$0.99
22. Soap was also given attractive shape
The logo was stand on ivory cover bar which
conveyed quality, luxury & prestige
The soap came out in its own gold colored laminated
carton
For reflecting unique in shelf
Prevent the perfume from escaping
23. RESULTS OF LAUNCH
67% first month objectives are achieved
The result continued to discouraging well into the
first year
24. ADVERTISING COMMERCIAL
After 13 weeks, advertisement commercial an
awareness of 63%
Highest in skin care segment
Cleopatra had achieved its share of voice target
25. After promotion period , only 21 % of the coupons
had been redeemed
Only 1500 people entered by the December Deadline
Wrong distribution of coupons
27. NEW RESEARCHES
Was done in Quebec
A random sample of 204 consumers
An oversample of 99 Cleopatra „triers‟
28. RESEARCH OUTCOMES
Brand Awareness of Cleopatra was 73.5% whereas
Dove has 99.5% and Camay has 98.5%
People were not buying the new products coming in
market ( Ever tried Cleopatra = 14.2%)
People don‟t prefer to use this product Occasionally(
8.8%)
People who tried Cleopatra has very less chances of
leaving that brand (Stopped using =1 %)
29. BRANDS BEST FOR(EXHIBIT- 10 )
People who have tried CLEOPATRA has given
scoring higher in every
People who have not tried Cleopatra has given more
score to Dove and Palmolive
30. LIKES/DISLIKES OF CLEOPTRA(EXHIBIT -11)
29% of people said that fragrance 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
but12%of people said it is too harsh .
31. 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 OUT OF 99 RESPONDENDS HAD NO DISLIKES
32. CONSUMER RESEARCH
USAGE (EXHIBIT 12)
People want to buy CLEOPATRA occasionally i.e.
66%
People don‟t want to use CLEOPATRA everyday.
Respondents have chosen product for Body only.
33. PEOPLE RECALL CLEOPATRA AS
(EXHIBHIT -13)
Beauty Soup
Contains Perfume
Mild/a mild soap/ mild as milk
25
20
15
10
5
0
Series1
34. Respondents are not influenced after seeing the
advertisement
Respondents have no reaction after seeing the
advertisement
35. WHY RESPONDENTS NOT TRIED
CELOPATRA(EXHIBIT-14)
Not Available in Majority of stores
Already happy with present brand
25
20
15
10
5
0 Series1
36. DILEMMA
Short sightedness & Impatience
Not properly Advertised
Repetitive French Advertisement not influenced
Canadian people
People considered as Beauty Soap for Women
37. Not Available at majority of stores
Dove use to sell Bundled packs , which reduced no.
of purchases in a year
Coupons were not distributed properly
No innovations
Research was done in Toronto & Cleopatra
introduced in Quebec
38. WHAT STEPS SHOULD BE TAKEN
Advertisement should be changed
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
To improve shelf positioning
It would have been better that the price of Cleopatra
at par with Dove
39. Company should wait for some more time because
customers who tried the product are actually liking
the product
Company is wholly dependent on
Advertisement, Canadian customers are not liking
that French advertisement
Company should take steps to improve Promotional
activities because all the coupons were not redeemed
Company can also sell Cleopatra in bundled packs