SHIF TING - Kantar Retail

CLEAREST
COMPANY STRATEGY
Company
Strategy
Consumer
Brands
Growth &
Profitability
Sales
Organization
Innovative
Marketing
Consumer INSIGHTS/
Category Leadership
Supply Chain
Management
Shopper
Marketing
Procter & Gamble (-1.4 points) continued to excel in this area, providing a clear vision for the next 5 years
that it consistently shares with retail partners. Their strategies are developed and refined based on in-depth
consumer and shopper insights. Unilever (-5.5 points) maintained its rank of number two, recognized for
clarity of brand and portfolio strategy, and willingness to share strategy direction with retailers.
MOST IMPORTANT
MOST
BEST COMBINATION OF
&
GROWTH
Which manufacturers have the clearest company
PROFITABILITY
strategy?
(% Retailers Ranking Among Top 3 Manufacturers)
® 2012 Kantar Retail
CONSUMER BRANDS
哪 些 制 造 商 有 最 清 晰 的 公 司 战 略 ?( 被 零 售 商 列 入 该 项 前 三 名 制 造 商 的 百 分 比 )
BEST
TO RETAILERS
Coca-Cola (+8.2 points) closed the gap versus Unilever, while Kraft Foods (+0.1 points) and L’Oreal (+0.1
points) also rose in the rankings. Ferrero (+1.2 points) entered the top 10 for the first time, while Colgate-
Palmolive and Nestle moved out of the top ten.
BUSINESS FUNDAMENTALS
P&G 宝 洁
67.2
UNILEVER 联 合 利 华
COCA-COLA 可 口 可 乐
KRAFT 卡 夫
L’OREAL 欧 莱 雅
WRIGLEY 箭 牌
COMPOSITE
SALES FORCE/CUSTOMER TEAMS
JOHNSON & JOHNSON 强 生 -3.5 11.4
PEPSICO 百 事
MARS 玛 氏
FERRERO 费 列 罗
POINT
CHANGE
VS 2011
-1.4
-5.5
+8.2
+0.1
+0.1
+1.0
-3.5
+0.2
+1.2
13.1
13.1
12.1
11.4
7.7
6.7
37.1
28.6
INNOVATIVE MARKETING Retailer Comments on Clearest Company Strategy
APPROACH
“P&G uses its advanced Consumer Research Center to study consumer needs and shopper behavior. P&G uses these
results to clearly define and communicate its strategy.”
“Unilever has clear, shopper focused, multi-category strategies.”
MOST HELPFUL CONSUMER INSIGHTS
-19-
CATEGORY LEADERSHIP
%
“ Coca-Cola excels in
category focus with an awareness
of market dynamics.”
— Retailer Comment