Key to Our Future: Powerful Strategies Sharp Focus

Key To Our Future: Powerful Strategies Sharp Focus Succeeding With Consumers

(1) Colgate is strengthening its leading market share positions in key categories around the world by connecting with consumers better and better each day. The Company’s keen understanding of consumer needs and preferences is evidenced in its new product offerings and in the integrated marketing campaigns supporting its brands. (2) Breakthrough technology developed by Colgate scientists in advanced moisturization is adding a benefit that consumers highly desire in skin cleansing. New premium-priced bath and shower products using this technology are generating market share gains in several regions. Enriched with special oils and extracts and sold under the Softsoap brand in the U.S. and the Palmolive brand elsewhere, the products, such as Skin Essentials Pure Cashmere and Skin Essentials Nutra-Oil, are driving growth and appealing to consumers worldwide. In Europe, the success of Palmolive Pure Cashmere shower gel contributed to Colgate achieving new leadership in the body cleansing category in 2007. (3) Colgate is also succeeding with its strategy to get consumers to trade up from value-priced products to higher-value premium offerings. In Brazil, a combination of effective advertising highlighting product benefits, strengthened professional endorsements and in-store testimonials drove Colgate’s market shares for its premium toothpastes, Colgate Total and Colgate Sensitive, to record highs in 2007, with Colgate Total now representing nearly 20% of the Company’s toothpaste sales in Brazil versus 1% just four years ago. (4) Colgate also connects with consumers by involving them in interactive marketing programs. In China, as part of a campaign to continue the growth momentum behind Colgate Max Fresh toothpaste, targeted to young adults, the Company invited consumers to post videos on-line sharing their own Max Fresh experiences and then vote for their favorite videos. The winner was given a chance to appear in an upcoming television commercial. (5) Providing products that address consumer needs and desires is another way Colgate is driving growth. Offering upgraded packaging and an expanded product line now including conditioners, Colgate relaunched the Caprice hair care line in Mexico and achieved new market leadership for the brand. And in Brazil, after learning through consumer research that young girls desired special shampoos and conditioners designed with them in mind, the Company introduced Palmolive Naturals Fashion Girl, a line of hair care products designed specifically for girls ages 8 through 12. (6) These are just a few of the many initiatives Colgate is implementing to continue to succeed with consumers everywhere.

(Bron: Colgate-Palmolive Company 2007 Annual Report, http://investor.colgate.com/Annual/annual.cfm, gelezen op 9 juni 2008)