Driving Global Growth Smarter And Faster Engaging To Build Our Brands With Consumers Engaging with consumers is at the heart of Colgate’s focused global strategy, which drives the Company’s strong performance and market share gains worldwide. Stronger consumer engagement begins with better insights. We are obtaining deeper and more meaningful consumer insights and using them to strengthen product development, packaging and the communications we deliver through our integrated marketing campaigns. These innovative marketing programs deliver our brand messages using a combination of traditional media outlets, in-store communications and newer digital outlets, including social media. r India w Brazil Consumers In India Rank Colgate #1 Most Trusted Brand Winning With Consumers In Brazil Colgate’s consistent engagement with consumers is building Colgate Total toothpaste is winning with Brazilian consumers trust worldwide. In India, where Colgate has been selling across all retail outlets and is helping to strengthen Colgate’s its products for over 50 years, consumers ranked Colgate as market leadership in that country. The recent relaunch of the #1 Most Trusted Brand in the country in 2011, across all Colgate Total toothpaste included new packaging and a new product categories, in the prestigious Brand Equity Survey integrated marketing campaign focused on communicat- published by The Economic Times. Colgate builds consumer ing Colgate Total’s 12-hour protection against 12 oral care trust and loyalty through a variety of global initiatives, includ- problems for a healthier mouth. The consistent and continu- ing its “Bright Smiles, Bright Futures” oral health education ous marketing support, which involved traditional advertis- and community outreach program, which has reached over ing, digital innovations, sampling, contests and in-store 650 million children in 80 countries, and by sponsoring Oral programs, drove strong market share gains for the Colgate Health Month around the world, often in partnership with brand, which reached a new record high for the year. retailers and local dental associations. 8 2011 Annual Report 2011 Annual Report 9 Driving Global Growth Smarter And Faster Engaging To Build Our Brands With The Profession Colgate is driving engagement and building our leadership with dental and veterinary professionals to strengthen their endorsement of our brands. This, in turn, builds market share and brand loyalty. Colgate helps educate dental and veterinary professionals about the science behind Colgate and Hill’s products by being deeply involved with academia, professional organizations and conventions, and public health activities to improve oral health and pet health around the world. r Hill’s Pet Nutrition Reinforcing Vets’ Recommendations About Pet Fitness Hill’s strong relationship with the veterinary profession is enhanced by products and programs that support pet health professionals’ expert advice. Hill’s “Million Pound Pledge” program not only builds awareness for Hill’s Science Diet Light products but also underscores the importance of addressing pet obesity, a condition affecting one out of every two pets in America. The program reinforces the American Veterinary Medical Association’s position that obesity is the most common preventable health condition in pets. Pictured above, celebrity spokesperson Alison Sweeney, host of television’s The Biggest Loser, attended the program’s kick-off event in New York City to announce a national call-to-action for pet owners to get their pets to lose one million pounds of weight in 2011. v United Kingdom Training Dental Hygienists In The Latest Cavity Prevention Techniques Collaborating with the Department of Health in the United Kingdom, Colgate has developed a portable, university accredited course for dental hygienists to extend their skills in helping children and their parents prevent cavities. In the dental office and in community settings across the country, the hygienists can apply the latest Colgate fluoride treatments, discuss other effective methods of cavity prevention and schedule follow-up dental checkups for kids. Programs such as this one strengthen Colgate’s relationship with the dental profession worldwide and, in the United Kingdom, helped to strengthen Colgate’s Toothpaste Brand Recommended Most Often ranking from 51% to 54%. 10 2011 Annual Report 2011 Annual Report 11 Driving Global Growth Smarter And Faster Engaging To Build Our Brands With Our Customers Across retail environments, whether small rural stores or large global chains, Colgate is working closely with its retail partners to share expertise and provide shoppers with the best value and service. Colgate is engaging its customers worldwide by sharing unique shopper insights, providing innovative in-store marketing communications and merchandising techniques, and developing and executing joint business planning initiatives. These activities ensure the right product assortment at each location and help to make shopping a consumer-friendly, enjoyable experience, which drives increased sales for both Colgate and the retailer. r United States Building Smiles Together v China Colgate and Walmart are collaborating to combat cavities through “Building Smiles Together,” a program that provides Providing Outstanding Customer Service To Small Independent Retailers free dental screenings and oral health education to children In emerging markets, where more than half of Colgate’s sales dental vans will visit 230 Walmart stores across the United come from small independent retailers, Colgate works closely States. The vans are staffed by volunteer dental profession- with a broad network of wholesalers and distributors to en- als who provide free dental screenings, oral health educa- sure these shops receive an uninterrupted supply of Colgate tion, treatment referrals and a “Building Smiles Together” kit products and the correct assortment of products across price that includes educational materials and a free toothbrush points. One way Colgate is enhancing its service to small and toothpaste. The program also includes an interactive independent retailers across China is by offering products in web site, www.BuildingSmilesTogether.com, where families a mixed dozen. As the name suggests, multiple variants of can access oral health resources, informational videos and toothpaste are pre-packaged together in the same shipment. engaging games to help encourage children to care for These packs facilitate faster distribution and enable shop themselves by developing healthy habits. in need. Colgate’s “Bright Smiles, Bright Futures” mobile owners to enhance their assortment of Colgate products, better addressing shopper preferences. 12 2011 Annual Report 2011 Annual Report 13
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