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Colgate-Palmolive trade programs

This article was originally published in The Rose Sheet

Executive Summary

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)

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