1. The similarities between the French and Quebec markets were wildly
overestimated and overemphasized in the marketing of Cleopatra soap in
Quebec. It appears that Steve Boyd, group product manager for Colgate-
Palmolive Canada, wanted a big win and saw Quebec as a proving ground for
using European advertising techniques and appeals on the North American
continent. He reasoned that French-speaking Quebec would offer that
chance. If the French-speaking people of France liked it, why not the
French-speaking people of Quebec' This seemed to follow a
standardization' path, because "Though many critical issues pertaining to
standardization remain largely unresolved, there is a general belief that
greater efficiencies might be achieved through the standardization of
global marketing activities," and this could be considered one small step
in that direction. (Samiee, 1994, 579+)
However, there were a couple of red flags immediately. First, at
least as it is written here, Boyd had a fairly unshakeable preconception
regarding his Canadian test.' Second, some other managersâ€"notably Stan
House, were enthusiastic because of Boyd's conviction and not because of
any conviction of their own. Third, and perhaps most telling in the
narrative, some mangers were skeptical. Moreover, these were Canadian
managers who "resented having a brand thrust on them." (Local Marketing,
Had Boyd done some additional research, he might have found that even
introducing Cleopatra across Europe had not been without problems, and that
adaptation in the marketing plan had been required. "In marketing a Euro-
brand it is vital to know the consumer in order to identify commonalities
and differences. The Cleopatra concept, with its message of luxury and
indulgence, was felt to have a universal appeal. Nonetheless, different
markets demanded subtle changes in the verbal and visual me...