Cleopatra’s Costly Flop: Assessing the Failure of Colgate ...
Colgate-Palmolive as one of the leading international manufacturers of personal care products hit a market flop with their launch of the premium branded soap Cleopatra in Quebec, Canada (Johansson, 2006, p. 341). Even if the product was estimated to become a multimillion enterprise, the results of the marketing campaign fell short of all the ...