Colgate Palmolive is a well known company with a very good reputation. The company develops different varieties of product. In Marketing terms these products are considered as FMCG (Fast Moving Consumer Good). In this Project we are going to define the soap market in Morocco and evaluate if there is an opportunity for a new personal care product: Protex (antibacterial soap).

The plan is to introduce a new soap to contribute to consumer safety through hygiene.
By introducing Protex the company tries to increase its profit, stick to the market, and finally counter the bad results of Cadum: the brand cash cow.

History and context

The company has a long and rich history. In 1806, William Colgate created the first factory in New York City. After Colgate toothpaste, the company begun to diversify, selling candle, soap and perfumed soap…
For decades the company names changed, and in 1953 it became Colgate-Palmolive.
In more than 30 years, Col Pal achieved to be one of the leading players in the personal and oral care segment.
In 2010 the company has units in all part of the globe, from New York to Tokyo, Cap Town to Moscow. This is to give an idea of the business which is clearly international.
The market size and the demand induce that many company operate in this market.

The personal hygiene market obeys to rules putted early in the modern economy (by 1950). In the business of personal care and soap, the international market is undertaken by three international companies. They are Procter & Gamble, Unilever and Colgate Palmolive. They have accomplished what any company in the world seeks for.

These companies have three operational regions where they are booming. According to Fortune magazine 2009 company ranking (please see appendix n°1 for website list) the most profitable headquarter of this companies are located in North America, Western Europe and East Asia (China and Japan). Other markets can be considered as additional profits giving to their