Colgate-Palmolive introduced their premium soap brand Cleopatra in Canada after success in France. Initial research and launch showed promise, but over time brand awareness and market share declined. Issues included repetitive French advertising that did not resonate in Canada, lack of availability in stores, and unsuccessful coupon promotions. For success, the company needed to change their advertising to be more relevant, improve distribution, offer retailer incentives, potentially lower prices to compete with Dove, and boost promotional activities. With adjustments, customers who tried Cleopatra liked the product, so the company needed more time and a revised strategy.

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

26.  Shelf Positioning gradually deteriorated

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