Colgate Seizes Chance To Reconnect With Consumers In Sluggish Ad Market
This article was originally published in The Rose Sheet
Executive Summary
Colgate-Palmolive is capitalizing on a slumping ad market by purchasing media at a lower cost and launching campaigns that strengthen its emotional connection with consumers, the firm reported during an analyst meeting Jan. 29
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Colgate-Palmolive trade programs
Colgate toothpaste marketer is increasing its emphasis on trade spending with "sharper" programs to win consumers at-shelf, while also working to strengthen its partnership programs with retailers, President and CEO Ian Cook told analysts at the Barclays Back-To-School Consumer Conference Sept. 7. Programs that engage the consumer at the shelf could be key to sales over competitor products, as between 50% to 70% of the final purchase decision is made at the point of sale, the exec noted. "These in-store activities relate to trial for new products as we are doing with our ColgateSensitive Pro-Relief," Cook said. In Poland, the company employs a person in retail doors who explains the benefits of Pro-Relief to shoppers. Last year, the firm announced it would take steps to create an in-store "emotional connection" with financially strapped consumers via shelf programs that create a value proposition (1"The Rose Sheet" Feb. 2, 2009)
Colgate-Palmolive trade programs
Colgate toothpaste marketer is increasing its emphasis on trade spending with "sharper" programs to win consumers at-shelf, while also working to strengthen its partnership programs with retailers, President and CEO Ian Cook told analysts at the Barclays Back-To-School Consumer Conference Sept. 7. Programs that engage the consumer at the shelf could be key to sales over competitor products, as between 50% to 70% of the final purchase decision is made at the point of sale, the exec noted. "These in-store activities relate to trial for new products as we are doing with our ColgateSensitive Pro-Relief," Cook said. In Poland, the company employs a person in retail doors who explains the benefits of Pro-Relief to shoppers. Last year, the firm announced it would take steps to create an in-store "emotional connection" with financially strapped consumers via shelf programs that create a value proposition (1"The Rose Sheet" Feb. 2, 2009)
Colgate Multi-Protection Launch Builds Sensitivity Line
Colgate Sensitive Multi-Protection toothpaste will launch in the U.S. in the second half of 2010 to round out Colgate-Palmolive's sensitivity offerings