Marketing and Cleopatra Soap
Colgate-Palmolive: Cleopatra
(1)Evaluate the results of the market survey carried out in advance of the release of “Cleopatra” after analysing the Canadian soap market. If you believe the market survey was not appropriate, explain specifically how you would have modified it.
The results of the market survey carried out in advance of the release of “Cleopatra” were less significant in confirming that there was a real strong demand for Cleopatra in the target Quebec market. This is mainly because of the following reasons:(1) Inappropriate Target Sampling The idea of introducing Cleopatra soap to Canada, especially Quebec Province with French background, came because of the grand success in France and the expectation that the cultural similarities between those two places would produce similar results. Though the basis of considering the Quebec Province was their French influence, the market survey was conducted in Toronto, a city in Quebec’s neighbouring province Ontario that has British influence. So at the first place, the researchers got the target sampling completely wrong and the market survey results for the British-influenced market cannot be used to assess the demand in the French-influenced market.(2) Inappropriate Research Study Method. The first research study was conducted with a “super group” of articulate professional women who were introduced to the product, its price and advertising, followed by open discussion on likes and dislikes. This study showed positive and receptive results for Cleopatra. As Cleopatra was intended to be premium-quality, premium-priced soap, this study definitely validated the premium quality but there was still a question mark on the reception of premium price as the “super group” in this case are mainly concerned with the benefits of the soap and are less sensitive to the price. The second research study was conducted with more typical general consumers who were exposed to the advertising for Cleopatra and then asked if
(1)Evaluate the results of the market survey carried out in advance of the release of “Cleopatra” after analysing the Canadian soap market. If you believe the market survey was not appropriate, explain specifically how you would have modified it.
The results of the market survey carried out in advance of the release of “Cleopatra” were less significant in confirming that there was a real strong demand for Cleopatra in the target Quebec market. This is mainly because of the following reasons:(1) Inappropriate Target Sampling The idea of introducing Cleopatra soap to Canada, especially Quebec Province with French background, came because of the grand success in France and the expectation that the cultural similarities between those two places would produce similar results. Though the basis of considering the Quebec Province was their French influence, the market survey was conducted in Toronto, a city in Quebec’s neighbouring province Ontario that has British influence. So at the first place, the researchers got the target sampling completely wrong and the market survey results for the British-influenced market cannot be used to assess the demand in the French-influenced market.(2) Inappropriate Research Study Method. The first research study was conducted with a “super group” of articulate professional women who were introduced to the product, its price and advertising, followed by open discussion on likes and dislikes. This study showed positive and receptive results for Cleopatra. As Cleopatra was intended to be premium-quality, premium-priced soap, this study definitely validated the premium quality but there was still a question mark on the reception of premium price as the “super group” in this case are mainly concerned with the benefits of the soap and are less sensitive to the price. The second research study was conducted with more typical general consumers who were exposed to the advertising for Cleopatra and then asked if