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Malaysia Edition 9 Colgate.Pdf THE MARKET programme that led to the establishment of Colgate 360° has a unique tongue cleaner Colgate-Palmolive is the Number One seller Colgate operations throughout the world. located on the back of the brush head that of toothpaste and manual toothbrushes - in Today. Colgate -Palmolive is a USD 15.3 billion helps remove up to 96 percent more bad breath short, a world leader in oral care products company. bacteria than brushing teeth alone with an (mouthwashes, toothpaste, and toothbrushes). William Colgate started a candle and soap ordinary manual toothbrush. It also has specially It also makes personal care items (deodorants, making company in New York City in 1806. By tapered bristles, a cleaning tip for hard-to-reach shampoos, soaps) and household cleaners (floor 1906, the company was making over 3,000 areas and dentist-like polishing cups that help cleaners, laundry products, soaps). different soaps, perfumes and other products. remove more plaque and stains. Colgate sells its products in over 200 countries For example, Colgate Dental Cream was and territories around the world under such introduced in 1877. In 1864, Caleb Johnson RECENT DEVELOPMENTS international recognised brand names as founded a soap company called B.J. Johnson Colgate-Palmolive formed an alliance with Colgate, Palmolive, Mennen, Protex, Ajax, Soap Co. in Milwaukee. In 1898, this company The Forsyth Institute to advance cutting- Axion, and Softlan as well. introduced a soap made of palm and olive oils, edge research in oral health and its effect on called Palmolive. It was so successful that the overall systemic health. Forsyth. the world’s B.J. Johnson Soap Co. changed their name to leading independent organisation dedicated to ACHIEVEMENTS Palmolive in 1917. At Colgate, its commitment to excellence plays scientific research and education in oral health, Another soap making company called the and Colgate are working together to expand a significant role in its culture of caring. This Peet Brothers Co. of Kansas City started in enables the company to create and sustain the scientific, dental and medical knowledge for 1872.1n 1927, Palmolive merged with them to long-term product development. kind of workplace that helps Colgate become become Palmolive Peet. In 1928, Palmolive Peet Colgate-Palmolive Company as part of the Best Place to Work. The company is proud merged with Colgate to form Colgate-Palmolive- its strategy to focus on its higher-margin oral that its efforts are recognised around the globe. Peet. In 1953, the name was shortened to just and personal care businesses; purchased The brand has received, overthe years, Colgate-Palmolive. Ajax cleanser was one of Tom’s of Maine. the leader in the fast-growing a plethora of awards and accolades such their first major brand names introduced in the Naturals market in the United States. The United as Top 20 Companies for Leaders (Chief early 1940s. States’ market for Natural oral and personal Executive Magazine), I 00 Best Companies care products is valued at USD 3 billion and is to Work For (Fortune Magazine), Global Most THE PRODUCT growing at IS percent per year. Admired Companies (Fortune Magazine), Top Colgate Total is considered the greatest evolution 50 Employers (Equal Opportunity Publications), in toothpaste since the introduction of fluoride. I 00 Best Workplaces in Europe (The Financial PROMOTION This highly effective formula containing fluoride Colgate Oral Health Month has become a leading Times), and Best North American Company and the antimicrobial ingredient, Triclosan, has campaign for both establishing and promoting in the United Kingdom (Investor Relations been demonstrated clinically to help prevent improved oral health habits for all ages. In Oral Magazine). gingivitis, plaque, cavities and tartar. Its unique Health month, Colgate partners with dental HISTORY patented formula, containing the co-polymer, professionals to deliver key oral health messages Colgate was founded in the United States in 1806 Gantrez, continues to be active between to patients. and for the first I 00 years, its business focus brushings. The formula continues to work was only there. However, in the early 1900s, the fighting plaque, gingivitis, tartar and cavities after Themes such as ‘Our Mission: Zero Cavities’ company began a very aggressive expansion you stop brushing even if you eat or drink. are used to help communicate key messages to 38 | SUPERBRANDS VOLUME IX and their families worldwide. By establishing partnerships between governments, dental professionals, education professionals, schools and communities, the Bright Smiles, Bright Futures’ oral health initiative enables millions of children each year to enjoy benefits of vital oral health education and preventive treatment. BRAND VALUES the general public. Colgate-Palmolive Company Colgate’s three key fundamental values are: continues to lead the effort to promote better Caring. Global Teamwork and Continuous children’s oral hygiene and dental care with Improvement. These values are the foundation its Bright Smiles,Bright Futures programme - for the company’s business strategy and are which is a multi-tiered initiative to promote the reflected in every aspect of the work life. importance of oral health through education and prevention. Caring Bright Smiles, Bright Futures has been The company cares about people - successful at providing the resources, personnel Colgate people, customers, shareholders and and access care that are essential to good oral business partners. Colgate is committed to health. The result of the programme is increased act with compassion, integrity and honesty in education. awareness and access to dental care all situations, to listen with respect to others for millions of children worldwide. and to value differences. The company is also The primary focus of this global programme committed to protect the global environment is to reach children in schools, through and to enhance the communities where Colgate educational materials and interactive activities, people live and work. both for educators to use in the classroom and for parents to use at home. Since 1991, this Global Teamwork programme has reached 500 million children All Colgate people are part of a global team, committed to working together across countries. Only by sharing ideas, technologies and talents, can the company achieve and sustain profitable growth. www.colgate.com.my Continuous Improvement THINGS YOU DIDN’T KNOW ABOUT Colgate is committed to COLGATE getting better every day in all it does, as individuals and as • In 2006, Colgate celebrated its 200th teams. By better understanding anniversary. consumers’ and customers’ • Colgate toothpaste was first marketed expectations, and continuously in jars - a far cry from the collapsible working to innovate and improve tubes or special pump action packaging products, services and processes, available today. Colgate will “become the best”. • In the early days, the bristles on a toothbrush were often made of horsehair. Colgate’s Code of Conduct Today, bristles are usually made from promotes the highest ethical stand- nylon as horsehair was found to be too ards in all the company’s business harsh. dealings. Colgate’s Code of Conduct • If anyone should ever think of brushing sets forth its principles for working with teeth as a bit of a chore, consider the each other; outside businesses. con- poor ancient Egyptians who were forced sumers, governments, local communities to clean their teeth with a mixture of and shareholders. The Code serves as an ‘powdered ashes of hooves of oxen, ever-present reminder of the myrrh, powdered burned eggshells and company’s responsibility pumice’ due to the ‘obvious’ lack of to build relationships on toothpaste. integrity, fairness and humanity. First issued in 1987, the Colgate Code of Conduct is regularly updated and reissued to ensure its comprehensiveness and relevance. MALAYSIA’S STRONGEST BRANDS | 39.
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