Case Study

Colgate-Palmolive: Cleopatra

24 pages
June 1990
Reference: IMD-5-0373

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.

Consumer Product, Global Marketing Strategy, Marketing, Soap
Field Research
© 1990
Available Languages
English, Japanese, Chinese
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