Brand
Interview

Colgate has maintained its position as Malaysia’s no.1 most chosen health and beauty brand for more than a decade. What are the key strategies and practices that have enabled this consistent success?

At Colgate, we put the consumer at the heart of everything we do. It all starts with understanding consumer needs, and meeting them in the best way possible through tailored product offerings. We then validate the same with robust research and tracking performance post launch, using market intelligence tools such as the ones provided by Kantar.

How does Colgate continually innovate its product offerings to meet the evolving needs and preferences of Malaysian consumers in the health and beauty sector?

We make sure we get a good pulse of new market trends, shopper behaviour shifts, and retail landscape trends. This enables us to strategise, and pivot as and when needed.

What role has consumer trust and brand loyalty played in Colgate's sustained leadership in the Malaysian market, and how do you nurture these factors?

Our consumers’ trust and loyalty are of the utmost importance for us. We nurture their trust by ensuring our products address evolving needs and meet high internal quality standards. So we feel confident that when our products get into the hands of our consumers, they will have a consistent and fulfilling experience. This in turn enhances their loyalty towards our products and ‘brand Colgate’.

How do you utilise Kantar Worldpanel data to make
strategic decisions?

We use a variety of tools and research models available from Kantar to help us make decisions from the inception stage of the product lifecycle to the post-performance tracking stage. We use Kantar Worldpanel data to understand the source of growth and purchase drivers of our products to fully maximise the sales opportunities of our brand.

As the oral care industry continues to evolve, what challenges does Colgate anticipate, and what plans are in place to address these challenges and sustain your market leadership?

As the rise of preventive health continues, and experiential beauty trends emerge, consumers are becoming more selective of the products that better fit their evolving needs. Therefore it's imperative for a leading brand like Colgate to be at the forefront of understanding these needs and ensure the products we offer cater to them.