olgate delights consumers around the world with an array of Oral Care, Personal Care, Home Care and Pet Nutrition products. Behind the success of Colgate’s brands are carefully developed business and marketing strategies.

With more than 50% of consumer purchase decisions being made in the store, shopper marketing, which analyzes in-store behavior to convert shoppers into buyers, is another important global initiative at Colgate. In India, where pharmacists are known as chemists, Colgate’s research showed that shoppers view them as authoritative oral health professionals, who in turn influence 30% of toothbrush purchases in that retail environment. As a result, Colgate focused on educating chemists on the benefits of Colgate products and provided them with specially designed in-store displays to help communicate this message to shoppers. This not only enhanced Colgate’s image as a therapeutic leader but also increased chemist recommendations and sales.

To best reach today’s consumers, Colgate uses integrated marketing communications that include a mix of traditional and new media, as well as creative promotional activities. For example, as part of its very successful “Feeding Is Believing” marketing campaign, Hill’s Pet Nutrition communicated the power of the precise, balanced nutrition in the Hill’s Science Diet line of pet food by inviting pet owners to share their own pet transformation stories through a dedicated Feeding Is Believing web site. The consumer testimonials, which explained how Hill’s products have enriched the lives of their pets, were then incorporated into the brand’s marketing communications. The value proposition of the brand, “transform your pet’s life for pennies a day,” was delivered using the same advertising approach across media outlets both in and out of the store. The campaign successfully incorporated the emotional connection to the brand, further driving consumer loyalty.

Insights into constantly changing consumer wants and needs are essential in driving new product development and led to the introductions of Softsoap Ensembles liquid hand soap and an environmentally friendly dishwashing liquid.

In the United States, consumers view liquid soap as not just a product for washing hands but also as a decorative item on the sink. New Softsoap Ensembles, a reusable pump and refill cartridge system for liquid hand soap, is available in three decorative styles that appeal to different tastes: a classic contemporary design, a bold design and a minimalist design. Softsoap Ensembles costs less than the liquid hand soaps available in specialty shops, while offering the same decorator look along with the value of a refill.

Consumers’ growing desire for environmentally friendly cleaning products led to the development of new Palmolive Pure + Clear dishwashing liquid. Palmolive Pure + Clear is phosphate free, contains biodegradable cleaning ingredients, no unnecessary chemicals or heavy fragrances, and its packaging is made with 25%-75% post-consumer recycled plastic.

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