Consumers Are the Boss, Says Tolaram Marketing Chief Oluwatomisin Adetola
Oluwatomisin Adetola, Head of Marketing, Homecare Division at Tolaram, says businesses that consistently listen to their consumers are better equipped to innovate, build trust, and remain competitive, noting that Colgate has maintained its leadership in the oral care category globally, including in Nigeria, by placing consumers at the heart of its business and establishing robust feedback mechanisms that continuously shape its products, services, and consumer experience.
Adetola made this known while speaking on CONSUMERS CONNECT, the flagship consumer engagement radio programme on EKO 89.7 FM, during an episode themed "Listening Beyond Sales: Turning Feedback into Better Products." He stressed that consumer feedback is not merely a customer service function but a strategic business tool that enables brands to continuously improve and remain relevant in an increasingly competitive marketplace.
"Feedback is a way of life for any business. It is extremely important that you keep in touch with your consumers. At Colgate, we say the consumer is the boss," he said.
According to him, the company's consumer-first philosophy influences every aspect of its operations, from product development and retail execution to distribution and marketing communications.
"We design for the consumer across every touch-point, whether it is the product itself, execution in the marketplace, distribution or communication. Everything we do is driven by the need to meet consumer expectations."
On product transparency, Adetola commended Nigeria's regulatory framework, particularly the role of the National Agency for Food and Drug Administration and Control (NAFDAC), in protecting consumers.
"The ingredients listed on product packaging are regulatory requirements. Without complying with those standards, a product cannot receive NAFDAC approval. NAFDAC has done an excellent job in standardizing ingredient disclosure and regulating product claims, ensuring that whatever a brand promises is what the product can actually deliver. As manufacturers, we are required to operate within that framework."
Speaking on Colgate's global leadership, Adetola revealed that the brand's success is built on consistently listening to consumers and responding to their evolving needs.
"Many people don't know this, but Colgate is the most penetrated brand in the world. More than 60 percent of households globally use Colgate, while over 10 million households in Nigeria trust our products every day."
He explained that sustaining such consumer trust requires well-established feedback channels that allow the company to hear directly from consumers.
"We have several channels through which consumers can reach us. They can visit our website, send emails, call our customer care lines or engage with us across our social media platforms. We also have dedicated social media experts and advanced social listening tools that help us monitor conversations, understand consumer sentiment and continuously improve our products."
Responding to a question on how the company caters to consumers with varying preferences and expectations, Adetola said every product decision begins with understanding consumer needs.
"In our line of work, consumers are the ones who mark our script. No matter how brilliant an idea may seem internally, it is the consumer who ultimately decides whether it succeeds in the marketplace."
He noted that extensive consumer research guides product development and portfolio strategy.
"Before introducing any product to the market, we first talk to consumers and conduct research. Different consumers have different oral care needs. If freshness is your priority, we have Max Fresh. If cavity protection is your concern, we have Colgate Cavity Protection. If stronger teeth are your focus, we have our Herbal variant. Consumer preferences also differ across regions, which is why different SKUs perform differently. Our responsibility is to ensure there is a product that meets every consumer need."
CONSUMERS CONNECT, produced by The Brand Colossus Productions, airs every Friday at 6:30 p.m. on EKO 89.7 FM. The programme provides a platform where consumers and brands engage in meaningful conversations that inspire better products, improved services and stronger consumer-brand relationships.
Watch full video on CONSUMER CONNECT WITH OLUWATOMISIN ADETOLA
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