The company has built a reputation as a ‘powerhouse’ in the emerging markets of Latin America (and, to a somewhat lesser extent, China, where it holds 35% of the toothpaste market), but is considered a ‘perennial also ran’ in its home market of the US, where it regularly trades place with Unilever for second and third spot behind the world’s biggest advertiser and
industry leader, Procter & Gamble (Neff, 1998, 2002).