SHIF TING - Kantar Retail

Company
Strategy
BEST
MOST HELPFUL CONSUMER INSIGHTS
CATEGORY LEADERSHIP
Consumer
Brands
Growth &
Profitability
Sales
Organization
BEST
Innovative
Marketing
Consumer INSIGHTS/
Category Leadership
Supply Chain
Management
There was significant movement in Consumer Insights and Category Leadership in 2012. Procter & Gamble
(-1.8 points) and Unilever (-5.5 points) maintained a BEST strong lead over the rest of the top ten, credited for
providing data-driven consumer insights and category leadership to retailers. Coca-Cola (+0.6 points) moved
Shopper
Marketing
SUPPLY CHAIN MANAGEMENT
up one in its ordinal rank to number three, recognized for regular information sharing and willingness to
change tactics in response to new insight.
Wrigley (+7.1 points) also made a strong showing, entering into the top ten in sixth position. Kimberly-Clark
(+2.3 points) and Danone (+2.3 points) tied to make it into the top ten. Leading organizations were cited for the
ability to generate retailer-specific insights and clear category strategies.
SHOPPER MARKETING
Which manufacturers provide you with the most helpful consumer/shopper
insights; category leadership? (% Retailers Ranking Among Top 3 Manufacturers)
哪 些 制 造 商 提 供 了 最 有 用 的 消 费 者 / 购 物 者 洞 察 ; 最 具 品 类 领 导 力 ?( 被 零 售 商 列 入 该 项 前 三 名 制 造 商 的 百 分 比 )
DIGITAL MARKETING
P&G 宝 洁
UNILEVER 联 合 利 华
COCA-COLA 可 口 可 乐
MARS 玛 氏
PROGRAMS
JOHNSON & JOHNSON 强 生
IN-STORE SUPPORT “
WRIGLEY 箭 牌
PEPSICO 百 事
COLGATE-PALMOLIVE 高 露 洁
L’OREAL 欧 莱 雅
DANONE 达 能
KIMBERLY-CLARK 金 佰 利
POINT
CHANGE
VS 2011
-1.8
-5.5
+0.6
-8.5
-3.1
+7.1
-6.0
-7.4
+1.8
+2.3
+2.3
6.2
6.2
17.0
14.5
12.9
11.7
10.3
9.6
22.2
45.5
%
59.0
Wrigley understands
consumer behavior better than their
competition. Most importantly, they
develop action plans based on consumer
insights to grow the category.”
— Retailer Comment
Retailer Comments on Most Helpful Consumer/Shopper Insights; Category Leadership
“P&G is one of the best players in the industry. They are experienced in data analytics and analyzing the consumer and
market. P&G is familiar with our systems and can offer innovative category planning.”
“Unilever has an abundance of data and brings market experience.”
® 2012 Kantar Retail
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