Team 8 – Colgate Palmolive Cleopatra

Problem with the current situation:

• Product doesn’t meet the consumer preferences. The product was not customized as per the
preferences of the Canadian market. Also, the product features were not up to the mark.
• Company focused more on the TV advertising campaign rather than making use of the existing
retailers and distributors.
• Market Research was based on a very niche market segment. Also, the demographic research
base was not which was targeted which resulted in ambiguous results.
• Price Sensitivity was not evaluated properly. Focus was less on studying consumer behavior.

Option Chosen: Alter the strategy or the Product Itself:

• Looking at the problems we realized that company had issue with the product and the
strategy. Our new strategy or product will be based upon the outcomes of the research based
on two panels of Quebec.
• These panels are better than the previous one since the area of research is more specific to
target market.

Changes in Strategy:

• Collaborating with the retailers and the distributors and making them a medium to reach out
to customers.
• Customizing the Product and the marketing strategy as per the research that will be conducted
on the Quebec Market.
• While adapting to the new strategy company should make sure to maintain its premium brand
value and focus more on customer acquisition rather than profits. (This may include reducing
the price of the product or by reducing the cost in operations.)