SHIF TING - Kantar Retail

INTRODUCTION
RESEARCH OBJECTIVES
Kantar Retail sponsored the first PoweRanking® survey in the United States in 1997. The survey originated
from our industry benchmarking studies INTRODUCTION
on category management and trade promotion management which,
for the past 18 years, have provided insight into industry best practices in these areas. The objective of the
PoweRanking study is to research and benchmark how retailers and manufacturers evaluate each other in the
most important areas of the manufacturer/retailer relationship.
METHODOLOGY
This is the second year that the PoweRanking study has been conducted in China and our first opportunity
to observe shifts in industry rankings. Given the dramatic levels of growth that the Chinese economy has
experienced over the past few years, the increasing demand for consumer goods, and the rapid evolution of the
retail market, the landscape for CPG (consumer packaged goods) manufacturers and retailers remains highly
competitive.
INTRODUCTION
The theme for the 2012 PoweRanking study is Shifting Sands. This reflects the fact that volatility is becoming
more prevalent in the China market as the pace of growth shows some signs of cooling, competition
intensifies, and players pursue different strategies as they seek to adapt to Shifting Sands.
PARTICIPANTS
The results of the China PoweRanking will help manufacturers and retailers to understand their operational
strengths and weaknesses as they are ranked by their partners, highlighting areas to focus upon for their
strategic planning and future development.
The specific goals of the research were to:
SUPPORTING DATA
• Identify the best manufacturers and retailers, as evaluated by their trading partners
RETAILERS
• Provide insight into what makes them “the best”
• Define the importance of key metrics between trading partners
• Highlight areas for improvement
NAMED IN POWERANKING SURVEY
SUPPORTING DATA
RETAILERS & MANUFACTURERS
NAMED IN POWERANKING SURVEY
® 2012 Kantar Retail
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