Ref: IMD-5-0373

Case study

Reference: IMD-5-0373

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Colgate-Palmolive: Cleopatra

By Sandra Vandermerwe and J. Carter Powis

This case demonstrates: a) the dangers in assuming that a product successful in one market will do well in another; b) poor global marketing implementation; c) poor marketing strategy and implementation in general where research was used to back decisions on how to proceed; d) the need for an integrated marketing strategy to launch a new brand; e) overreliance on advertising push to diffuse a new brand.
Keywords Consumer Product, Global Marketing Strategy, Marketing, Soap
Settings Europe
Type Field Research
Copyright ©1990
Available Languages English, Japanese, Chinese
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Reference: IMD-5-0373

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Case study

Reference: IMD-5-0373

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