Colgate-Palmolive: Cleopatra
- ケース
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.