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Memo: Re: Cleopatra Soap Strategy Changes
To: Bill Graham:
From: Steve Boyd
To turn things around and make the Cleopatra product successful in Canada we need to swiftly make a few major changes to our marketing/product strategy. We need to grow by drawing more market share from competitors, as the Canadian soap market is changing. Focusing on Skin Care was the correct segment to target but we have made a few blunders making assumptions and conducting incomplete research before product launch, only based on a successful launch in France. Ultimately we are failing to meet our targets. The marketing campaign did indicate a positive result in increasing brand awareness, which is a strength for us. While there are three opportunities for a course of action to take, my recommendation is that we adjust strategy as there are specific areas that can be fine-tuned for improved market performance, as my data shows that this direction will have many benefits. With these careful revisions to our marketing strategy and some minor modifications to speed this process up we can eventually reach the goal of a 4.5% market share with the following suggestions.
The first important step is we need to adjust is the pricing of Cleopatra. To effectively boost initial product usage, we should discount the product to create a foundation of the brand. After the brand is established and a solid customer base is formed, slowly we could reduce discounts. My suggestion is to reduce the regular selling

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