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Colgate bolsters trade programs

This article was originally published in The Tan Sheet

Executive Summary

The Colgate toothpaste marketer is increasing its emphasis on trade spending with "sharper" programs to win consumers at the shelf, while also working to strengthen its partnership programs with retailers, Colgate-Palmolive President and CEO Ian Cook says. Programs to engage the consumer could provide an edge over competitors, as between 50 percent to 70 percent of final purchase decisions are made in-store, the executive noted during the Barclays Capital Back-To-School Consumer Conference Sept. 7. "These in-store activities relate to trial for new products as we are doing with our Colgate Sensitive Pro-Relief," Cook said. In Poland, the company employs in-store representatives to explain the benefits of Pro-Relief. The firm announced in 2009 it would create an "emotional connection" with financially strapped consumers via shelf programs offering a clear value proposition (1"The Tan Sheet" Feb. 2, 2009)

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