Mentholatum to sponsor Ironman 70.3 events with eye drop product
ORCHARD PARK, N.Y. The Mentholatum Co. on Jan. 8 announced its title sponsorship of select Ironman 70.3 events, along with its presenting sponsorship of events in the Aflac Iron Girl National Women’s Event Series (all through 2012) for its Rohto cooling eye drops brand
“Athletes, in particular swimmers, runners and cyclists, are often faced with dry, irritated eyes because they’re constantly battling environmental or chemical elements,” stated Todd Cantrell, director of the eye care and pain management divisions at Mentholatum. “We’ve found that Rohto Eye Drops are popular among endurance athletes, and the product line has a definite place at these types of events. We will be doing sampling at similar type races across the country, as well.”
In addition to the event sponsorships, Mentholatum will be conducting a Rohto Endurance Sweepstakes March 1 through Sept. 30, where two grand-prize winners (one male and one female) will receive a men’s and women’s Ceepo bike, respectively. The sweepstakes also includes weekly prizes of Rohto Training Kits that will include a valuable assortment of training gear and nutritional items.
This announcement follows Mentholatum’s recent alliance with World Triathlon Corporation, the owners of the Ironman and Iron Girl brands, to introduce a line of Ironman-branded topical pain relief products, as well as Mentholatum’s sponsorship of 11-time Ironman Triathlon winner, Belinda Granger. The new face of Rohto Cooling Eye Drops, Granger recently sported the Rohto logo on her jersey when she finished second in the 2009 Laguna Phuket Triathlon held in Phuket, Thailand, in December.
This focus toward athletes represents an additional target demo for the brand, Mentholatum reportd, as the company has had recent success targeting “fashionistas” as the go-to eye drop for whitening eyes before applying makeup.
Report: GSK to underwrite documentary focused on weight loss, eating
GlaxoSmithKline will be underwriting a weight-loss/eating documentary in partnership with the Creative Coalition, an advocacy group backed by Tim Daly and other actors, the New York Times reported Wednesday.
Both GSK and the Creative Coalition told the Times that the documentary wouldn’t be table dressing with GSK’s over-the-counter weight-loss drug Alli featured as the main course.
“This won’t be a marketing tool at all,” Robin Bronk, the Creative Coalition’s executive director, told a Times reporter.
A director is to be named at the Sundance Film Festival Jan. 25. Production is expected to be completed this year.
ECRM adds Scorecard app to MarketGate
CLEVELAND ECRM recently added a new application to the MarketGate software that drives its Efficient Program Planning Sessions conference events. The new Scorecard software allows ECRM MarketGate premium subscribers to easily develop questionnaires and various types of survey tools for a variety of critical business functions, such as global sourcing, customer and employee research, internal and external benchmarking, and more.
“This dynamic tool provides the ability to generate questionnaires to assess internal or external suppliers or as a survey tool to assess personnel or service performances,” said Charles Walsh, director sourcing and sustainability, ECRM.
Walsh said MarketGate Scorecards is customizable and provides a way to select or create questions, assign or create values or measurements as a means to identify opportunities, assess capabilities and/or performance on people, companies, products or resources. He said quick and efficient emailing and reporting applications are provided to assist in sending, collecting and evaluating the results.
Originally developed at the suggestion of attendees of its European Sourcing events, explained ECRM CEO Charlie Bowlus, ECRM initially used Scorecard internally to help facilitate global sourcing for multinational retailers.
“Buyers from companies such as Ahold, Tesco and Asda told us of the tedious process they used in vetting new suppliers using Excel-based programs to document suppliers’ capabilities, capacity and social and ethical practices,” he said. “At their direction, we developed a Web-based application that provided a way to query several suppliers and then compare results in a variety of formats. The software has an option to attach points to answers so that a composite ‘score’ can help compare one supplier to another.”
Since then, the technology has been made available to a broader range of users, including, retailers and suppliers, as well as government agencies, nongovernmental organizations, and others for a variety of purposes that include collecting, quantifying and qualifying information important to a company’s business.
ECRM has bundled Scorecard software with other MarketGate applications, Contact Manager and Product Catalog, to provide companies of all types with a Global Sourcing suite of applications that can be a “game-changer” in how they source, added Anne-Laure Borde, VP of ECRM’s International team.
ECRM has used the internal Scorecard to facilitate supplier reviews for other multinationals such as A.S. Watsons, Ahold, Carrefour, Lloyds Pharmacy and Walmart. It has also been used domestically for many retailers in the United States who have used ECRM to coordinate exclusive supplier reviews.
“ECRM’s Scorecard software is a fantastic way to reach suppliers worldwide to capture specific feedback in a very short period of time,” said Nick Truswell, senior buying manager, Lloyds Pharmacy. “My whole team can access and share this knowledge all in one place. Without ECRM’s Scorecard software, finding this information would take me months and it all can be done here with just a few clicks of a button!”
ECRM has also used the Scorecard software to help retailers such as Sam’s Club and Food Lion find minority- and woman-owned suppliers as part of those companies’ diversity initiatives.
“The scorecard application is a valuable tool to help accelerate attainment of diversity objectives for companies of all types,” said Thom Randle, VP strategic alliances at ECRM. “The application is beneficial in classifying both existing and prospective suppliers, including those that may not be certified as minority- or women-owned. Once classified, the process can help connect the supplier to the appropriate certification organization through links on our Diversity Portal.”
Scorecard software also may be used for a variety of purposes beyond sourcing, explained Kurt Repola, chief architect engineer at ECRM.
“The application may be used to survey customers, associates or others, as well as report cards for your performance,” Repola said. “We had others use it as RFP, or to measure and compare service providers and even law firms. We are using the software this year to facilitate our personal review process. All associates in a department are measured in the same manner and using the Web application helps us keep reviews updated on an ongoing basis.”
Since its inception in 1994, ECRM has held more than 600 of its EPPS events all over the world, including 50 conferences in 2009 alone.