SHIF TING - Kantar Retail
SHIF TING - Kantar Retail
SHIF TING - Kantar Retail
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MOST<br />
INNOVATIVE MARKE<strong>TING</strong> APPROACH<br />
Company<br />
Strategy<br />
Consumer<br />
Brands<br />
Growth &<br />
Profitability<br />
Sales<br />
Organization<br />
Innovative<br />
Marketing<br />
Consumer INSIGHTS/<br />
Category Leadership<br />
Supply Chain<br />
Management<br />
Shopper<br />
Marketing<br />
哪 些 制 造 商 的 营 销 活 动 最 具 创 新 性 ?( 被 零 售 商 列 入 该 项 前 三 名 制 造 商 的 百 分 比 )<br />
SUPPLY CHAIN MANAGEMENT<br />
BEST<br />
Procter & Gamble (-4.8 points) and Unilever (-7.3 points) remained clear leaders in Innovative Marketing<br />
Approach, with a large gap to the rest of the field. <strong>Retail</strong>ers highlighted Coca-Cola (+6.2 points) as making<br />
strong progress in this area, recognized for their flexibility and creativity in reaching consumers.<br />
MOST HELPFUL CONSUMER INSIGHTS<br />
CATEGORY LEADERSHIP<br />
Kraft Foods (+5.1 points) moved up two ranks, and Nestle (+1.6 points) up three ranks. Ferrero (+4.1 points)<br />
entered the top ten, recognized for its successful visual displays in-store.<br />
Which manufacturers have the most innovative marketing approach?<br />
(% <strong>Retail</strong>ers Ranking Among Top 3 Manufacturers)<br />
P&G 宝 洁<br />
BEST<br />
UNILEVER 联 合 利 华<br />
SHOPPER MARKE<strong>TING</strong><br />
+6.2<br />
24.2<br />
COCA-COLA 可 口 可 乐<br />
KRAFT 卡 夫<br />
L’OREAL 欧 莱 雅<br />
NESTLE 雀 巢<br />
PEPSICO<br />
DIGITAL<br />
百 事<br />
MARKE<strong>TING</strong><br />
11.5<br />
WRIGLEY 箭 牌<br />
MARS 玛 氏<br />
FERRERO 费 列 罗<br />
POINT<br />
CHANGE<br />
VS 2011<br />
-4.8<br />
-7.3<br />
+5.1<br />
-3.9<br />
+1.6<br />
-3.5<br />
-2.5<br />
-5.5<br />
+4.1<br />
8.5<br />
8.1<br />
19.1<br />
16.1<br />
13.6<br />
12.5<br />
BEST<br />
40.7<br />
%<br />
53.2<br />
PROGRAMS<br />
<strong>Retail</strong>er<br />
IN-STORE<br />
Comments on Most Innovative Marketing<br />
SUPPORT<br />
approach<br />
“Coca-Cola uses multimedia in their marketing campaigns. They always create something new and interesting in<br />
the market.”<br />
“Nestle has well-planned innovative events with high participation.”<br />
“<br />
The way Ferrero structures<br />
their displays attracts customers’<br />
attention and brings a huge visual<br />
impact. The atmosphere they create<br />
makes customers feel the impulse to buy<br />
the products.”<br />
— <strong>Retail</strong>er Comment<br />
“You can only be a follower without innovation. Unilever took part in various innovative activities this year, gaining<br />
reputation and business.”<br />
® 2012 <strong>Kantar</strong> <strong>Retail</strong><br />
-24-
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