Ian M. Cook
Analyst · Bank of America
Chris, competition has always been a factor, and the aspect of it that we have resisted is what one might call price-driven competition. And competition at its best is innovation-led competition, and that's a world we are, I think, well-equipped and happy to compete in, and Optic and the equivalent with Luminous being rolled out around the world are good examples of precisely that. When you look at geographies around the world where new entries have been made -- the Brazils, for example, the U.K.s, as Bina said, our shares continue to grow, and that is even before the benefit of the Optic or the Luminous toothpastes hit our market share. So we feel good about our relative market position. There is no question that the competitive price promotion in those markets continues to be elevated and we compete with it where we choose to and where not, certainly not at the same level as our focus is on innovation to build the business. Now when you look at the geographies around the world and the consumers' behavior around the world, what we have seen is that in the developed world with more of the purchasing decisions being made at retail, we have seen programs executed in retail outlets, what we call shopper marketing, which you don't see in the advertising number, it comes out of the trade spending. And we are, as we have said for some time, balancing our marketing techniques to take advantage of the in-store activity, where that's good, and use the more fundamental basic engagement advertising where we believe that is important. But you look at the structure of our income statement and what we're saying about 2012, I think we're exhibiting an ability to grow the top line while taking pricing, recover and then expand our gross margin, find funding from reducing structural costs as a percentage to sales, so that we can, as Bina said in the beginning, keep building our market shares around the world, which empirically, if you look at the data, is what we are doing.