{"product_id":"colgatepalmolive-bcg-matrix","title":"Colgate-Palmolive Boston Consulting Group Matrix","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDownload Your Competitive Advantage\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eCurious where Colgate‑Palmolive’s brands land—Stars, Cash Cows, Dogs, or Question Marks? This snapshot teases the shifts in market share and growth, but the full BCG Matrix gives you quadrant-by-quadrant clarity, data-backed recommendations, and a ready-to-use roadmap for investment and product moves. Buy the complete report for a polished Word analysis plus an Excel summary you can present or tweak instantly. Skip the guesswork—get the full Matrix and act with confidence.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eS\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003etars\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHill’s Science Diet \u0026amp; Prescription Diet\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eHill’s Science Diet \u0026amp; Prescription Diet sit as Stars: premium, vet‑endorsed nutrition with strong loyalty and repeat purchase rates; Hill’s leads specialty channels and dominates shelf space. The global pet care market kept growing into 2024 (estimated ~138 billion USD), and Hill’s benefits from that wave. Keep investing in product innovation, vet partnerships and supply to defend share and compound growth.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eColgate Oral Care in Emerging Markets\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eColgate Oral Care—core toothpaste and brushes—maintains dominant share across India, Africa and parts of LATAM\/SEA, backed by Colgate-Palmolive’s presence in over 200 countries and territories. Population-driven demand (UN projects large African growth through 2050) plus trading-up to premium formats keeps volume and ASPs rising; deep distribution and pricing power mean continued ROI from media, dentist advocacy and rural expansion.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eColgate Optic White (premium whitening)\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eColgate Optic White is a high-velocity premium whitening sub-brand tapping a global teeth-whitening market valued at about USD 6.5 billion in 2023 and growing at ~5.6% CAGR to 2030. Strong Colgate equity drives heavy retailer rotation and a premium price lift (industry premium packs often command ~10%+ ASP increases). Repeat purchase rates in whitening formats outpace standard paste categories, so continue premium line extensions and influencer\/retail activations to convert trial into long-term share.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eFabuloso multi‑purpose cleaners\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003ch3\u003eFabuloso multi‑purpose cleaners\u003c\/h3\u003e Culturally loved brand expanding household penetration beyond core LATAM into North America, with distribution in 20+ markets and reported mid‑single digit U.S. sales growth in 2024. Category tailwinds from hygiene and home care moderated to ~3% global volume growth in 2024 but remain supportive. Strong marketing memory and scent variety drive repeat purchase; prioritize larger formats and away‑from‑home channels to sustain momentum.\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003ePosition: Cash cow \/ selected invest (market leader in LATAM)\u003c\/li\u003e\n\u003cli\u003e2024 growth: mid single digits in North America, ~3% category volume growth\u003c\/li\u003e\n\u003cli\u003eStrategy: bigger formats, away‑from‑home, scent innovation\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eElmex \u0026amp; Meridol (professional premium toothpaste)\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eElmex and Meridol occupy a high‑credibility professional premium position in DACH\/Europe with strong dentist endorsement and retention driven by premium price points and efficacy claims; the professional channel outpaced mass in recent years, prompting BCG placement as a Star. Double down on clinical trials and specialist sampling to widen the moat as the professional segment expands into new channels.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDentist endorsement: core credibility in DACH\/Europe\u003c\/li\u003e\n\u003cli\u003ePremium ASPs drive higher retention vs mass\u003c\/li\u003e\n\u003cli\u003eFocus: clinical proof + specialist sampling to scale professional growth\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePremium pet, oral and home stars drive growth via innovation, vet\/dentist ties, global scale\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eStars: Hill’s, Colgate Oral Care, Optic White, Fabuloso, Elmex\/Meridol drive premium growth and high repeat rates—benefiting from a ~138B USD 2024 pet market, Colgate in 200+ countries, 6.5B USD whitening market (2023) and Fabuloso in 20+ markets; prioritize innovation, vet\/dentist partnerships, premium line extensions and distribution scale.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eBrand\u003c\/th\u003e\n\u003cth\u003ePosition\u003c\/th\u003e\n\u003cth\u003e2024 metric\u003c\/th\u003e\n\u003cth\u003eFocus\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eHill’s\u003c\/td\u003e\n\u003ctd\u003eStar\u003c\/td\u003e\n\u003ctd\u003ePet market ~138B USD\u003c\/td\u003e\n\u003ctd\u003eR\u0026amp;D, vets, supply\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOptic White\u003c\/td\u003e\n\u003ctd\u003eStar\u003c\/td\u003e\n\u003ctd\u003eWhitening 6.5B USD (2023)\u003c\/td\u003e\n\u003ctd\u003ePremium ext.\/marketing\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eColgate-Palmolive BCG Matrix: strategic take on Stars, Cash Cows, Question Marks and Dogs with clear invest\/hold\/divest advice.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eOne-page Colgate-Palmolive BCG Matrix to spot stars, cash cows, dogs and questions—fast portfolio clarity for exec decisions.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eash Cows\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eColgate Total (global flagship toothpaste)\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eColgate Total, Colgate-Palmolive's global flagship toothpaste, delivers massive household penetration and dominant shelf presence across more than 200 countries and territories (Colgate-Palmolive, 2024). The toothpaste sits in a mature category with steady margins and dependable cash flow, where low incremental spend sustains share through entrenched brand habit. Management milks the brand with disciplined promotions and reallocates overflow cash into targeted growth bets.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePalmolive dishwashing liquids\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003ePalmolive dishwashing liquids, an established brand dating to 1898, sits in a stable aisle with predictable turns and steady household penetration. Efficiency and scale in Colgate‑Palmolive’s Home Care operations make Palmolive a margin workhorse, supporting company full‑year net sales of $18.5 billion in 2024. Limited category growth means limited incremental spend; optimize pack sizes and trade terms to sustain cash flow.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSoftsoap hand soap\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eSoftsoap is a well-known, widely distributed cash cow for Colgate-Palmolive, supporting steady contribution within a company that reported roughly $17.4 billion in 2024 net sales; the hand soap category normalized to low-single-digit growth after the 2020–21 hygiene boom but remains sticky. Private label pressure (roughly mid-20% share in some markets) exists, yet Softsoap’s brand trust sustains premium pricing and repeat purchase. Maintain core SKUs, trim the long tail SKUs to reduce SKU complexity, and bank the cash flow to fund growth in higher-potential segments.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSuavitel fabric conditioner (LATAM-led)\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eSuavitel (LATAM-led) is a cash cow in 2024: high market share in a slow‑growing, routine fabric‑conditioner category, with strong loyalty and mature promo playbooks. Manufacturing scale sustains healthy margins, so management prioritizes cost control, core scents, and value packs rather than overspending on expansion.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003etag:high_share\u003c\/li\u003e\n\u003cli\u003etag:mature_promo\u003c\/li\u003e\n\u003cli\u003etag:healthy_margins\u003c\/li\u003e\n\u003cli\u003etag:2024_focus_cost_core_value\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eToothbrushes (manual core)\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eToothbrushes (manual core) are everyday essentials with entrenched distribution and high repeat rates; Colgate-Palmolive reported 2024 net sales near $18.1 billion with oral care comprising roughly 45% of revenue, underscoring stable cash generation. The subcategory is mature, price‑tiered and operationally efficient, with modest innovation cycles that suffice to retain shelf space. Maintain harvest of steady cash flows while shifting incremental R\u0026amp;D to higher‑growth oral devices.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eCategory: manual toothbrushes\u003c\/li\u003e\n\u003cli\u003eRole: cash cow\u003c\/li\u003e\n\u003cli\u003e2024 context: Colgate ~45% oral care of sales\u003c\/li\u003e\n\u003cli\u003eStrategy: harvest cash, reallocate R\u0026amp;D to oral devices\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHarvest cash cows: prune SKUs, tighten promos, redeploy cash to higher-growth bets\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eColgate Total, Palmolive, Softsoap, Suavitel and manual toothbrushes function as BCG cash cows in 2024, delivering stable margins and predictable free cash flow that fund growth bets; Colgate‑Palmolive reported ~18.5 billion USD net sales in 2024 with oral care ~45% of revenue. Focus: harvest, SKU rationalization, disciplined promo and reallocate overflow cash to higher‑growth segments.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eBrand\u003c\/th\u003e\n\u003cth\u003eCategory\u003c\/th\u003e\n\u003cth\u003e2024 metric\u003c\/th\u003e\n\u003cth\u003eStrategy\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eColgate Total\u003c\/td\u003e\n\u003ctd\u003eToothpaste\u003c\/td\u003e\n\u003ctd\u003eGlobal leader, part of 18.5B sales\u003c\/td\u003e\n\u003ctd\u003eHarvest\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePalmolive\u003c\/td\u003e\n\u003ctd\u003eDishwash\u003c\/td\u003e\n\u003ctd\u003eStable turns\u003c\/td\u003e\n\u003ctd\u003eOptimize\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSoftsoap\u003c\/td\u003e\n\u003ctd\u003eHand soap\u003c\/td\u003e\n\u003ctd\u003eMid‑digit share vs PL\u003c\/td\u003e\n\u003ctd\u003eTrim SKUs\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSuavitel\u003c\/td\u003e\n\u003ctd\u003eFabric conditioner\u003c\/td\u003e\n\u003ctd\u003eLATAM leader\u003c\/td\u003e\n\u003ctd\u003eCost focus\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eManual toothbrushes\u003c\/td\u003e\n\u003ctd\u003eOral care\u003c\/td\u003e\n\u003ctd\u003eOral ~45% rev\u003c\/td\u003e\n\u003ctd\u003eHarvest, shift R\u0026amp;D\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003eWhat You’re Viewing Is Included\u003c\/span\u003e\u003cbr\u003eColgate-Palmolive BCG Matrix\u003c\/h2\u003e\n\u003cp\u003eThe Colgate‑Palmolive BCG Matrix you’re previewing here is the exact file you’ll receive after purchase. No demo marks, no watermarks—just the full, market-informed matrix ready for strategy sessions. It’s professionally formatted for immediate editing, printing, or presenting. Buy once, download instantly, and plug it straight into your planning without surprises.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"PortersFiveForce","offers":[{"title":"Default Title","offer_id":55674562904441,"sku":"colgatepalmolive-bcg-matrix","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0914\/5276\/8633\/files\/colgatepalmolive-bcg-matrix.png?v=1755791673","url":"https:\/\/portersfiveforce.com\/products\/colgatepalmolive-bcg-matrix","provider":"Porter's Five Forces","version":"1.0","type":"link"}