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Prize winner
Case
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Reference no. IMD-5-0373
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 1990
Version: 18.03.2003
Length: 24 pages
Data source: Field research

Abstract

This case demonstrates the dangers in assuming that a product successful in one market will do well in other; poor global marketing implementation; poor marketing strategy and implementation in general where research was used to back decisions on how to proceed; the need for an integrated marketing strategy to launch a new brand; over reliance on advertising push to diffuse a new brand.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 1986.

Geographical setting

Region:
Americas
Country:
Canada

Featured company

Colgate-Palmolive
Industry:
Soap

Featured protagonist

  • Steve Boyd (male), Group Product Manager

About

Abstract

This case demonstrates the dangers in assuming that a product successful in one market will do well in other; poor global marketing implementation; poor marketing strategy and implementation in general where research was used to back decisions on how to proceed; the need for an integrated marketing strategy to launch a new brand; over reliance on advertising push to diffuse a new brand.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 1986.

Geographical setting

Region:
Americas
Country:
Canada

Featured company

Colgate-Palmolive
Industry:
Soap

Featured protagonist

  • Steve Boyd (male), Group Product Manager

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