The sustainability of Protex and Palmolive in Singapore and Malaysia
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Date
2010
Authors
Racheal, Poh Su Ying
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Abstract
he purpose of the case study is to seek for ways to produce transformative results that dramatically would change the branding of Protex and Palmolive brand in Malaysia and Singapore. Both brands represent two significant markets, where Protex is the focus of the hygiene market whereas the Palmolive brand is positioned as beauty soap. The brands belong to one of the worldâs famous consumer goods company, Colgate Palmolive. Little research attention has been paid to the issues faced by Colgate Palmolive which had significantly affected the sales of Protex and Palmolive as these brands are established and well known globally. This paper addresses the issues of increased competitors in the bath and shower industry and the changing demographics of the consumers in Singapore and Malaysia which affects the consumer purchasing decisions. Colgate Palmolive is aware of such differences however based on limited resources and cost cutting measures the company had implemented in the past years, it is difficult to coordinate and implement the marketing plans in both countries as the revenues generated are different. The methodology of the case study involves an investigation of the consumer purchasing habits when it comes to selecting a particular soap brand using surveys distributed to the consumers. This research paper incorporates a series of mixed methods approach incorporating the consumer brand awareness with advertisement recalls and linking it back to the changed consumer demographics.
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Business Administration , International Business