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