Reaching the Billion Dollar Mark

Transcription

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Reaching the
Billion Dollar Mark
A Review of Today’s Global Brands
The global leader in market research, information and analysis
A REVIEW OF TODAY’ S GLOBAL BRANDS
Table of Contents
Global Summary
Regional Findings
The Brands
Methodology
The information contained in this report has been collected from ACNielsen
Marketing Information groups in 30 countries around the world. For questions or
to obtain more detailed information by country, please contact your local
ACNielsen Global Services representative or contact Clare Nishikawa at
clare.nishikawa@acnielsen.ca
The information contained in this report is not to be used with sources outside of
your company without the express written permission of ACNielsen Global
Services.
Copyright © 2001 ACNielsen
Executive News Report from ACNielsen Global Services
September 2001
Global Summary
The ACNielsen Global Brand Report identifies those brands that have sales over
a billion dollars as well as a geographic presence in all of the major regions of the
world. The study findings are based on data from thirty countries, and although
one may question if this is truly a global study with only thirty countries
represented, these key markets account for 90% of the world’s gross domestic
product (GDP) and are spread across all of the core geographic regions.
Over two hundred brands were researched for this study. One of the key
findings of the study is that of the 200 plus brands researched only 43 brands
actually met the criteria of having a global presence in each region and having
over a billion dollars in sales.
If the requirement for geographic reach had not been included a number of
additional brands would have made the list. Even among the 43 brands chosen,
most had the largest concentration of sales in their region of origin.
To be part of the global brand list, a brand needed to have not only geographic
presence across all of the regions, but it must have had at least 5% of its sales
outside of its home region. Overall, most of the brands had a high concentration
of sales in either North America or Europe (62% on ave rage). For three brands,
both North America and Europe had equal predominance (Gillette, Pedigree and
Always). The 43 brands on the list represent 23 global manufacturers and a total
of over $125 billion in sales.
Due to the fact that no one measure can include all channels of consumer
purchasing, this study is heavily weighted towards purchases from retail stores
and excludes purchases in such outlets, for example, as restaurants or bars.
Although the list of brands may not be all-inclusive due to coverage limitations, it
does provide a significant look into the globalization of our consumer brands.
September 2001 – Global Summary 1 of 4
Beverages Are Number One
Not surprising to any global traveler, the category with the most billion dollar
global brands was the beverage category. Nearly a third of the brands included in
the final list (13 of the 43) were some type of beverage, including five carbonated
beverages, two juice brands, one sports drink, two coffee brands and three beer
brands. Although local taste preferences may be accommodated by different
product formulations distributed under the same brand name, essentially
consumers around the world are all drinking variations of these same brands.
The total Coca-Cola brand was number one among Beverages at well over $15
billion in sales, with its two sub-brands, Coca-Cola and diet Coke, having more
than a billion dollars in sales in their own right. Pepsi and its associated sub brands, Pepsi and Diet Pepsi (including Pepsi Light, Pepsi Max and Pepsi One)
ranked as the number two beverage brand.
Snack Foods and Pet Foods Each Have Three
Although no other single food group had as significant a number of brands
included as the Beverage category, there were three snack foods that stood out
with over a billion dollars in global sales (Pringles, Lay’s and Doritos). Soup,
Cereal, Yogurt, Cheese, Chewing Gum, and Chocolate all had one brand each
on the list. Pet Foods were represented by a dog-food brand (Pedigree), a catfood brand (Whiskas) and a brand that caters to both cats and dogs (Friskies).
Tobacco Brands Have Strong Presence
Four tobacco brands had a significant global presence and met the billion dollar
criteria: Marlboro, Benson & Hedges, Camel and L&M. Like the Beverage
category, although local formulations may differ, consumers in every region are
smoking these common brands.
A Mix of Categories
Of the remaining fourteen brands, no one category emerged as dominant, with
12 categories each having representation. Both the Battery category (with
Duracell and Energizer) and the Diaper category (with Pampers and Huggies)
each had two brands on the list. In the area of hair care, two billion dollar global
brands emerged, Pantene in the category of Shampoo & Conditioners and
L’Oreal in the Colorants category. Other categories with billion dollar brands
included Moisturizers & Cleansers – Nivea; Toothpaste – Colgate; Facial Tissues
– Kleenex; OTC Pain Remedies – Tylenol; Film – Kodak; Blades and Razors –
Gillette; and Sanitary Protection – Always.
Interestingly enough, there was only one household product on the list, Tide
Laundry Detergent. Although manufacturers market similar household and
cleaning products around the world, they are often marketed under different
brand names.
Eight Manufacturers Dominate the List
Of the 23 manufacturers that are responsible for the marketing of these 43 billion
dollar global brands, eight had more than one brand on the list.
PepsiCo had the most brands with six (when including 7-Up, which is distributed
by Cadbury Schweppes in the U.S.). Procter & Gamble and The Philip Morris
Companies (including Kraft Foods) each had five brands. The Coca-Cola
Company had four brands. Kimberly-Clark Corporation, The Gillette Company,
Mars and Nestlé each had two brands included.
In the Tobacco category, although Marlboro and L&M are definitely Philip Morris
brands, the other two brands both have some type of multi-company relationship.
British American Tobacco, Philip Morris and Gallaher, for example, all have an
interest in Benson & Hedges, and both RJReynolds and Japan Tobacco
distribute Camel (depending on the country).
As mentioned earlier, the 43 brands reported in the study accounted for over
$125 billion dollars in sales. Nearly three-quarters of these sales were
attributable to the eight manufacturers with multiple brands on the list.
Growth Among Global Brands - Inconsistent
The growth across the 43 brands over the last two years shows little consistency.
Perceived healthy products (such as juice, sports drinks and yogurt) have
experienced double digit growth over the last two years. On the other hand, the
snack food entries of Lay’s and Doritos, as well as Wrigley’s gum also showed
significant growth. In the health and beauty care area Nivea’s growth was also
high in the most recent year-over-year comparison.
Few other brands have experienced this type of double-digit growth. One reason
may be that we have looked at a consistent set of 30 countries across the three
years and have not included new country expansion beyond these 30 borders.
In Summary
Although there is a proliferation of brands on the market, what this study
illustrates is that there are a relatively few number of brands that one can truly
call “global”. The definition used in this study, some might call too liberal because
of the requirement for only 5% of sales outside of the home region, while others
might call it too restrictive due to the fact that the brand needed to have a
presence in each region.
Overall, the beverage companies appear to be the most ahead on the
globalization curve, both in the number of global products and in the magnitude
of sales. The tobacco companies also have a significant number of global
brands on the list (4 out of 43).
Although growth across the 43 brands is on average less than 10%, eight of the
43 brands have experienced double-digit growth in the most recent year. Again,
the growth picture may be somewhat understated as we are using a consistent
country set for our year-over-year comparisons.
Return to Table of Contents
Regional Findings
Sales in Regions Closely Follow Global Findings
Looking at the 43 global billion dollar brands within each of the four regions
(North America, Latin America, Asia Pacific, and Europe, Middle East & Africa),
we see that the regional sales of the global brands closely follow the global
findings. For example, in each of the four regions, Coca-Cola and Marlboro were
consistently the top two brands of the forty-three brands studied.
North America & Europe Are the Largest Markets
One key finding mentioned in the Global Summary is that all of the brands
included in the global list had their largest markets in either North America or
Europe, Middle East & Africa. Three of the 43 brands were equally strong in the
two regions (Gillette, Pedigree, and Always). This is not surprising considering
the fact that of the countries included in the report, North America accounts for
32% of the world's GDP and Europe 33%. Asia and Latin America represent
20% and 5% respectively.
Regional Differences
Although the global findings are fairly consistent across the regions, below is a
summary of some of the regional variations.
Europe, Middle East & Africa (Twenty countries)
•
Of the brands on the list, Europe, Middle East and Africa is the dominant
region for 16 of the global brands.
•
Eight of these brands have at least 70% of their sales within the region:
Benson & Hedges, Guinness, Heineken, Kinder, L&M, Nivea, Whiskas,
Camel.
•
Guinness Beer (country of origin: Ireland) and Kinder Chocolate (country of
origin: Italy), each had over 90% of their sales within Europe.
•
On the opposite end of the spectrum, Tylenol is in only a handful of countries
in Europe and plays a relatively minor role in the region.
September 2001 – Regional Findings 1 of 3
North America (Two countries)
•
North America is the dominant region for 24 of the global brands on the list.
•
Eleven of these brands have at least 70% of their sales within the region:
Budweiser, Campbell’s, Gatorade, Kodak, Kleenex, Lay’s, Maxwell House,
Minute Maid, Tide, Tropicana, Tylenol.
•
Three brands had over 90% of their sales in North America (Campbell's
Soup, Tide Laundry Detergent, and Tylenol Pain Remedies).
•
Within categories, we do see some strong regional preferences. For example,
Maxwell House ranks higher than Nescafé in North America. In Europe, Asia
Pacific and Latin America, the picture is reversed.
•
As detailed in the report, an element of the criteria to be included in the global
report was that in addition to having a presence in each region, more than 5%
of a brand's value sales had to be outside of the home market. If this 5%
criteria had not been included, several other strong North American brands
would have made the list (e.g. Enfamil Infant Formula and Mountain Dew
Carbonated Beverage).
•
Kinder Chocolate and L&M are strongly European, and although they have a
presence in North America, they do not play any major role in the market.
•
Fanta Carbonated Beverage is somewhat unique. Although in three of the
four regions the carbonated beverage has a strong presence (withi n the top
five global brands), the brand does not have any significant presence in North
America.
Asia Pacific (Five countries)
•
Of the 43 brands that made the list, none originated in this region.
•
As mentioned above, Nescafé had a strong presence in Asia Pacific as one
the top five brands in the region. Over thirty percent of its sales are in this
region.
•
P&G's Always product plays a fairly insignificant role in Asia Pacific as
another similar P&G product is marketed under the brand name Whisper.
L&M also has a fairly small presence in this region.
• In addition, as with Europe, Tylenol has a fairly insignificant presence in Asia
Pacific.
Latin America (Three countries)
•
Gillette's Razors and Blades brand has a strong presence in Latin America
and in fact, is one of the top five global brands in the region.
•
Carbonated beverages rated high in this region. This is not surprising since
Mexico has one of the highest per capita consumption of carbonated
beverages around the world.
• One of the most significant findings regarding Latin America is that a number
of global brands (Maxwell House, Minute Maid and Tide) although present,
were significantly under developed.
•
Although globally Benson & Hedges is larger than L&M tobacco products, in
Latin America, L&M has a larger presence.
The Brands
Brand*
(# of Countries Included
Segment
30 Maximum)
Sales
YE Q1 2001
(in constant US $)
Total Coca-Cola (30)
Growth Rates***
Largest Market
99- 00
00 - 01
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+
Europe, Middle East & Africa
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North America
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North America
Coca-Cola (Regular)** Carbonated Beverages
Over
$15 billion
diet Coke/Coca-Cola light**
Marlboro (25)
Marlboro (Regular)** Tobacco
Marlboro Lights**
Total Pepsi (30)
Pepsi (Regular)** Carbonated Beverages
$5 - 15 billion
Diet Pepsi/ Pepsi Light**
Budweiser (25)
Campbell's (21)
Beer
Kelloggs (27)
Pampers (27)
Cereal
Diapers
Benson & Hedges (21)
Camel (24)
Tobacco
Danone (25)
Soup
$3 - 5 billion
Tobacco
Yogurt
Fanta (29)
Friskies (24)
Carbonated Beverages
Gillette (29)
Huggies (25)
Blades & Razors
Nescafe (29)
Coffee
Sprite (30)
Tide (11)
Laundry Detergent
Tropicana (17)
Wrigley's (27)
Still Beverages
Chewing Gum
Colgate (29)
Duracell (28)
Toothpaste
Heineken (26)
Beer
Kodak (13)
Consumer Films
L&M (18)
Tobacco
Lay's (22)
Pedigree (25)
Chips & Snacks
Pet Food
Always (22)
Sanitary Protection
Doritos (20)
Chips & Snacks
Energizer (28)
Batteries
Gatorade (22)
Guinness (23)
Sports Beverages
Kinder (28)
Kleenex (26)
Chocolate
Pet Food
Diapers
$2 - 3 billion
Batteries
$1.5 - 2 billion
Beer
L'Oreal (27)
Facial Tissue
Colorants
Maxwell House (19)
Coffee
Minute Maid (16)
Still Beverages
Nivea (29)
Moisturizers & Cleansers
Pantene (30)
Shampoo & Conditioners
Philadelphia (25)
Pringles (30)
Cheese
Chips & Snacks
Seven-Up/ 7-Up (30)
Tylenol (9)
OTC Pain Remedies
Whiskas (24)
Pet Food
$1 - 1.5 billion
North America
North America
North America
North America & Europe
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
North America
* Brands are in alphabetical order within each range
** Subbrands which independently meet the Global Billion Dollar mark
*** Growth Rates: +++: ≥10%; ++: 5 - 9%; +: 0 - 4%; -: < 0%
September 2001 – The Brands 1 of 11
.
The Brands by Category
(In Alphabetical Order within Category)
Beverage Brands: Carbonated Beverages
COCA-COLA
“Coke is it”… as one of the number one beverage company’s tag line
states, the Coca-Cola brand continues to dominate the inte rnational
beverage market. With a number of popular sub-brands (including diet
Coke or Coca-Cola light), the Coca-Cola brand has expanded to bring
new variety and flavor into the global marketplace.
FANTA
A bright orange can, a sparkling fruit drink, Fanta is a recognizable brand
in Europe and is beginning to increase distribution again into North
America. Although orange is the most popular flavor, Fanta offers a
number of different fruit and citrus variations for the consumer. Owned
and operated by The Coca-Cola Company, Fanta is yet another strong
brand of the world’s most powerful soft drink manufacturer.
PEPSI
“The Pepsi Challenge” has been an ongoing crusade as the number
two beverage constantly battles its number one rival Coca-Cola.
From a pharmacist’s drugstore in 1898, Pepsi, with its significant
subbrands of Diet Pepsi and Pepsi Max, has grown to become a
formidable brand in the soft drink market, and a successful and
recognizable brand around the world.
SEVEN-UP
Although no one quite seems sure about how the name came about,
there is no disputing that 7-Up has become a powerful global brand.
Owned by Cadbury Schweppes in the U.S. and by Pepsi throughout the
rest of the world, the clear refreshing taste of 7-Up is appreciated by
people everywhere.
SPRITE
If you were to “Obey your thirst”, as the advertising campaign
promotes, The Coca-Cola Company would have you drinking yet
another of their successful global brands. Sprite, a clear lemon-lime
flavored carbonated beverage is a popular alternative to the colas.
.
Still Beverages
GATORADE
In 1965 the University of Florida Gators football team required a drink so,
through University research, Gatorade was born. Targeting the highenergy sporting market, Gatorade is a thirst quenching drink that helps
replenish bodily nutrients and re-hydrate the active athlete. Originally
owned by Stokely-Van Camp, then the Quaker Oats Company, and now
PepsiCo, Gatorade is the original and the most widely known sports drink
globally.
MINUTE MAID
Fresh, concentrated, or in a drinking box – juices have taken on many
forms. Minute Maid supplies them all. From orange and apple to
lemonade, Minute Maid lets you know that they take the freshest fruit
from the tree straight to your glass. With new formulations such as
orange juice with Calcium and Minute Maid Premium Extra (extra
Vitamin C, E and zinc), The Coca-Cola Company brings us another
global beverage brand.
TROPICANA
Tropicana has a range of products from the freshly squeezed Pure
Premium sub -brand (with additional options of pulp and vitamin-C) to the
wide variety of juices from concentrate like Season’s Best. Tropicana has
been a division of PepsiCo since 1998, and has built a successful global
brand of natural and refreshing fruit juices and drinks.
Beer
BUDWEISER
Well known for the most creative of commercials, the Anheuser-Busch
brand Budweiser, along with its sub-brand Bud-Light, has garnered itself
a significant place in the world of global brands. Since its introduction in
1876 Budweiser today has a clear dominance of the North American
market. Now available in more than 70 countries, Budweiser is working
hard to make the same in-roads into the international arena.
GUINNESS
Although many global consumers use the phrase “bottle of beer”, those
who drink Guinness, especially in their home country of Ireland, are most
likely asking for a pint. Guinness is owned by Diageo (the result of a
1997 merger between Grandmet and Guinness). Although mostly
renowned in Europe, Guinness is e ffectively branching into the global
marketplace.
.
HEINEKEN
Often recognized for its green can or bottle, Heineken can be spotted in
more than 170 countries around the world. It was in 1592, in
Amsterdam, the Netherlands, that the seeds of the Heineken Empire
were first planted. Today, Heineken is one of the three beer brands most
recognized around the world.
Coffee
MAXWELL HOUSE
From the aroma of freshly brewing coffee, to the first taste, all the way
to the final sip, Kraft says that Maxwell House coffee is “Good to the
last drop”. In 1892 in Nashville, Tennessee, the coffee received its
first honor when a hotel owner decreed to serve only Joel Cheek’s
special blend on its premises. The hotel was the Maxwell House
Hotel, and a global brand was born.
NESCAFÉ
After years of research, it was in the 1930’s that Nestlé developed the
ability to create a great tasting cup of coffee by simply adding water.
With the invention of freeze dried in 1965 and the coffee granule two
years later, today’s Nescafé (named from the combination of Nestlé
and café) is the global instant coffee brand.
Tobacco Brands
BENSON & HEDGES
Since its first launch in 1873, the success of Benson & Hedges is now
in the hands of numerous companies. Together, Rothmans Benson &
Hedges (Philip Morris owns 40%), Gallaher (who first introduced the
brand to the UK market in the 1960s) and British American Tobacco
(who distribute the brand to more than 80 countries), make Benson &
Hedges one of the best known cigarette brands around the world.
CAMEL
RJReynolds, founded in 1875, began its operation with chewing
tobacco. The Camel brand, introduced in 1913, became the first
nationally popular cigarette in the United States. Today, RJReynolds
International, now known as Japan Tobacco International, sells the
brand in more than 170 countries outside of the U.S.
.
L&M
In 1998 Philip Morris extended their ownership of Liggett’s brand L&M
from just international markets to include the United States. Although
Europe is currently this tobacco brand’s largest market, with the
introduction of a recent global advertising campaign, L&M is now
building awareness around the world.
MARLBORO
When one thinks of Marlboro, the images can vary from a cowboy on
an open plain to a 200 mph racecar flashing by. Philip Morris has
grown from a small tobacco shop in London, England (in the mid
1800’s) to having a global brand in Marlboro that is recognizable to
smokers and non-smokers alike.
Chips & Snacks
DORITOS
With Doritos, Frito-Lay satisfies the global consumer looking for a tortilla
chip with a variety of flavorful options. Not only that, Frito-Lay has now
introduced a product for consumers looking for a break from their
standard, flat, two dimensional snacks, namely Doritos 3-D. Evolving
since 1966, Doritos have made themselves recognizable around the
globe.
LAY’S
In 1938, Herman W. Lay forever changed his potato chip distribution
company by buying the manufacturer of the potato chips he was
selling and introducing the LAY’S brand. Twenty-three years later,
H.W. Lay & Company would merge with Frito to create Frito-Lay Inc.
From a reformulation in 1992 to make the LAY’S chip even better, to
baked LAY’S and Wavy LAY’S, 25 countries now appreciate how far
Herman’s original chip has come.
PRINGLES
It's impossible to deny that Procter & Gamble have developed a very
distinctive chip in the form of Pringles. With their perfect shape and
cylindrical packaging, P&G have made the potato chip into an art form.
Available in a number of different flavors, Pringles have nearly 80% of their
sales in the North American and European markets.
.
Pet Food
FRISKIES
Originally developed and owned by Carnation, Carnation and their
Friskies brand was bought by Nestlé in 1985 in order to introduce
pet care into Nestlé's product line. Although best known for cat food
in most countries Friskies also meets the needs of dogs with such
sub-brands as Alpo.
PEDIGREE
Pedigree products such as Pedigree Performance, Pedigree Lean and
Pedigree Puppy are designed to target the various needs of different
dogs. Available in cans, bags and Pedigree’s “Flavor-Lock” pouches,
Pedigree effectively combines a variety of different foods in a variety of
different forms. Pedigree, a division of Mars, Inc, has a strong presence
in both North America and Europe.
WHISKAS
Homestyle Favorites, Choice Cuts, Tender Morsels - Whiskas has a
variety of different flavors and forms to satisfy even the most
discriminating cat. Available in bags or cans and even the “FlavorLock” pouch, Mars, Inc.’s Whiskas brand of cat food has its largest
presence in Europe.
Other Food Brands
CAMPBELL’S
One of the most recognizable brands in the consumer soup market, the
red and white can of the Campbell Soup Company has even graced the
canvas in Andy Warhol’s famous painting. With new developments on
the horizon targeting the time motivated, convenience oriented
consumer, Campbell Soup has introduced a variety of new product and
packaging alternatives.
DANONE
When it comes to thoughts of healthy, nutritious foods,
yogurt comes to mind to many consumers. Fresh dairy
products are one of Danone’s specialties, and whether
purchased as Danette, Dannon or Danino, Danone is the
only global yogurt brand on our list.
.
KELLOGG’S
Kellogg’s, and the giant red ‘K’, are synonymous with
the early morning bowl of cereal that constitutes the
first, and some say the most important, meal of the
day. With Kellogg’s Cornflakes and Frosted Flakes
leading the cereals in their global fold, Kellogg’s is
today marketed in over 160 countries around the world.
KINDER
It’s certainly not a surprise that kids love the famous Kinder Surprise.
With a tiny toy inside, this little egg has worked its way around the
world and has helped Kinder become a globally recognized brand.
Owned b y the confectionery company Ferrero SpA, Kinder brings the
joy of chocolate in a variety of forms to kids and adults everywhere.
PHILADELPHIA
It's been a long time since Philadelphia Cream Cheese was first
introduced in 1880, a mere eight years after Cream Cheese
was first invented. Named after the city that was renowned at
the time for dairy products and great foods, Philadelphia Cream
Cheese has been part of the Kraft family since 1928.
WRIGLEY’S
The act of chewing gum has evolved from ancient times of
tree resins, grasses and waxes. Originally selling soap, then
baking powder, the Wm. Wrigley Jr. Company found their
success in the form of a stick of chewing gum. Now the brand
is available in a number of flavors and forms in over 100
countries.
Household Brands
TIDE
Rapid Action Tabs, Deep Clean Liquid, Tide Kick – Laundry
detergent has reached the modern age. Procter & Gamble’s
Tide Laundry Detergent has a formulation to attack every stain,
smudge or spill that has the nerve to find its way onto your
clothes. Since Procter & Gamble’s Ariel brand is their primary
detergent for Europe and Asia, Tide’s strongest region remains
North America.
.
Diapers
HUGGIES
Manufactured by Kimberly-Clark, babies in the global
marketplace are using Huggies Diapers. From newborns to
more self-sufficient babies training with Huggies Pull-Ups,
Kimberly-Clark has a number of varieties of diapers to meet a
wide range of young needs.
PAMPERS
Over the past 50 years there has been continuous research,
development and improvements to the simple diaper. Today,
Procter & Gamble’s Pampers brand are designed for babies no
matter what their size. A protective layer of lotion, an absorbent
gelling material for thinner diapers, refastening tabs, elastic leg
gathers, stretch panels – Pampers has advanced diapers for the
global market.
Health Care
TYLENOL
Headache? Flu? Allergies? Globally, people are reaching for the pain
relief abilities of the acetaminophen based Tylenol. Owned by the health
care giant Johnson & Johnson, Tylenol has a variety of products, in a
variety of forms. Although most of the sales originate in North America,
Tylenol also has a small presence in other regions.
Hair Care
L’OREAL
Although well known for a number of different products, L’Oreal has
evolved from its first product offering in 1907 – Hair Coloring.
Beautiful hair color, whether blonde, red or brunette, can be found
throughout the world, thanks to L’Oreal. Today, with many powerful
sub-brands such as Féria, Open, Casting ColorSpa and Excellence,
L’Oreal dominates the global hair coloring market.
PANTENE
Pantene Pro-V has recently undergone a lineup change, modernizing its
line to move away from focusing on traditional hair types (dry, greasy…)
to a product line that targets the style the consumer wants to have. Now
the global consumer can decide the type of beautiful hair they desire, and
choose from Pantene’s new range of products.
.
Other Health & Beauty Care Products
ALWAYS
In the world of feminine protection, Always has staked a claim as one
of the most recognized brands in the global marketplace. With everincreasing technology and applications, Always has a wide variety of
products to accommodate the varying needs of all women. With
strength in both Europe and North America, Always is one of Procter &
Gamble’s strong global brands.
COLGATE
Although starting in the starch, soap and candle business
in 1806, it’s now clean teeth and fresh breath that make
Colgate-Palmolive popular around the world. Almost 70 years after the
company’s founding, the toothpaste was added to their product line and is now a
powerful global brand.
GILLETTE
In the world of blades and razors, chances are that anyone looking for a
smooth, clean shave will know of Gillette’s products. Although normally
associated with men, Gillette brings innovation to women’s products as
well, with the newly introduced Venus razor in the Gillette for Women
product line. Gillette’s “global commitment to growth through innovation”
has allowed them to create ground breaking products that continually
satisfy the needs of their clean-shaven consumers.
KLEENEX
Kimberly-Clark, the paper products giant, created the facial tissue
in 1924, and has been comforting noses ever since. In the last ten
years, Kleenex has continued to improve on tissue design and
technology by introducing such advances as three layer tissues,
designer graphics and most recently Kleenex Coldcare.
NIVEA
Beiersdorf AG’s NIVEA brand of skin care products is one of the best
known globally for those looking for young, healthy skin. Beginning with
the discovery of a water-in-oil emulsifier called Eucerit in 1911, NIVEA has
advanced skin care with developments such as CoEnzyme Q10, Vitamin
E, UV filters and Balsam.
.
Durables
DURACELL
In a world requiring portable power, many turn to the “Copper
Top” to run their music, their games, or their personal organizers
and flashlights. With their new Ultra alkaline battery, Duracell has
extended the limits of a battery’s operating life through new
advanced technology.
ENERGIZER
“It keeps going, and going, and going”. Recently removed from the
Ralston Purina basket of products, Energizer now operates
independently. With Duracell as their main competitor, Energizer
continues to introduce innovations such as their E 2 Titanium
battery.
KODAK
The name Kodak is synonymous with photography around the
world. It was George Eastman that made picture taking
simple, and brought the power of photography into the hands
of the consumer. Since 1888 when the first camera a nd
commercial film were made available to the public, Kodak has
further advanced film sharpness, grain, speed and color with
their latest creation – Kodak Gold film.
.
Brand Details
Sub-brands Included in Master Brands When Applicable
Total Coca-Cola
Coca-Cola (Regular)
diet Coke/Coca-Cola light
Marlboro
Marlboro (Regular)
Marlboro Lights
Total Pepsi
Pepsi (Regular)
Diet Pepsi
Budweiser
Campbell's
Kellogg’s
Pampers
Benson & Hedges
Camel
Danone
Fanta
Friskies
Gillette
Huggies
Nescafé
Sprite
Tide
Tropicana
Wrigley's
Colgate
Duracell
Heineken
Kodak
L&M
Lay's
Pedigree
Always
Doritos
Energizer
Gatorade
Guinness
Kinder
Kleenex
L’Oreal
Maxwell House
Minute Maid
Nivea
Pantene
Philadelphia
Pringles
Seven-Up/ 7-Up
Tylenol
Whiskas
classic; diet; light; cherry; Caffeine Free…
classic, cherry; Caffeine Free…
diet; light; cherry; Caffeine Free…
Reds; Menthol; Light; Ultra…
Reds; Menthol…
Light; Ultra…
Regular; Diet; Light; Max; Pepsi One; Cherry; Caffeine Free…
Regular; Cherry; Caffeine Free…
Diet; Light; Pepsi Max; Pepsi One…
Budweiser; Bud Light; Bud Ice…
All Campbell's Wet Soups – Condensed; Ready to serve…
All Kelloggs Cereals
Baby-dry; Premium; Rash care; Custom fit…
Regular; Lights; 100s…
Regular, Light…
Danette/Danino/Dannon; Petit; Activa; Bio; Press tubes…
Regular; Diet; Flavours…
Gourmet; Vitalbalance; Arthurs; Alpo…
All Gillette Razor Blades Brands - Systems; Double Edge; Disposable; Men; Women
Sizes; Supreme; Training Pants; Little Swimmers…
Classic; Cappuccino; Gold; Ex cella…
Regular; Diet…
Forms; Bleach; Kick; HE; Free; Deep Clean…
Premium Fruit Juices…
Chewing Gum; Airwaves; Ice; Extra; Winter; Sugarfree…
Total; Sparkling; Sensitive; Cavity; Tatar Control; Platinum…
Duracell Ultra; Sizes…
Regular; Premium…
Regular; Advantix; Elite; Gold; Chrome; Max...
Regular; Lights; Menthol…
Regular; Baked; Wavy; Flavours; Sizes…
Little Champs; Choice Cuts; Puppy Snacks; Dry; Pal; Chum…
Length; Strength; Wings; Unscented; Wrapped…
Regular; 3D's; Flavours; Sizes…
e2 titanium; Alkaline; Carbon-zinc; Sizes…
Regular; Flavours; Frost; Fierce; Powdered; Ready-to-drink…
Regular; Extra Cold; Extra Stout; Foreign…
Bars; Eggs…
Boxes; Sizes; Pocket Pack; Cold-Care…
Casting; Colorelle; Excellence; Feria; Recital…
Roasted and Ground; Instant; Decaf…
Juices; Punches; Cocktails; Beverages; Concentrated; Ready-to-drink…
Face; Hand & Body
Shampoo; Conditioners; Hair types…
Cream Cheese; Plain; Flavours; Regular; Light...
Regular; Fat Free; Right; Ridges; Flavours; Sizes…
Regular; Diet…
Pain; Arthritis; Menstrual; Flu; Allergy; Adults; Children…
Homestyle; Choice Cuts; Morsels; Treats; Dry; Wet…
.
Methodology
Criteria
There were three main criteria that a brand had to meet to be included as a
“Global Billion Dollar Brand”:
• The cumulated sales for year ending Q1 2001 had to be equal to, or exceed
US $1 Billion.
• Sales had to have a measurable presence in each of four geographic regions
(Latin America, Asia Pacific, North America and Europe, Middle East & Africa)
• Sales outside of the home market needed to represent at least 5% of the
global sales value.
Markets
The study includes 30 of the world’s largest markets and is divided into four
geographical regions: Latin America, Asia Pacific, North America and Europe,
Middle East & Africa. Based on available economic information from the World
Bank, these countries account for 90% of the Global GDP.
Latin America:
Europe, Middle East and Africa:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Brazil
Mexico
Argentina
•
Asia Pacific:
•
•
•
•
Japan
China
Korea, Rep. (South Korea)
Australia
Hong Kong, China
•
North America:
•
United States
Canada
•
•
Germany
United Kingdom
France
Italy
Spain
Russian Federation
Netherlands
Switzerland
Belgium
Sweden
Austria
Turkey
Denmark
Poland
Norway
Saudi Arabia
South Africa
Greece
Portugal
Ireland
September 2001 – Methodology 1 of 4
.
Products
In the initial phase of this study, a review was done, by category and by
manufacturer, to identify possible brands that wo uld meet the criteria set. The
research included a review of ACNielsen Top Brand reports from a number of
countries, ACNielsen’s International Databases (where available) and
manufacturers’ web sites.
Based on the above research, a request was made to the local ACNielsen offices
in 30 countries for information on 224 brands, from 53 manufacturers across 59
categories. Out of the 224 brands considered, 43 brands met the necessary
criteria.
Identification of a Brand
The way brands are defined differs across countries and companies. For this
project we have aimed to be consistent in how we defined a brand based on both
the packaging, marketing and consumer views of brands. When brands were
seen to have a number of variants or sub-brands these sub-brands were noted.
Each of the brands selected has been measured within a category. Umbrella
brands that cross category boundaries have not been aggregated across
categories (e.g. Nivea is a billion dollar brand within Moisturizers & Cleansers,
although it also has a smaller presence within Hair Care and Deodorants).
Since this was a "brand" study, we have not added products together that may
be similar in formulation but carry different names in different countries. Lay’s,
for example, is a global brand but PepsiCo market a similar product in a number
of other countries under the Walkers name. We did not add the two together.
Category Growth
Growth rates were calculated including only those countries where consistent
data was available for each of the years involved.
.
Constant Currency Used
The data was collected from each country in local currency and then converted to
US$ using a constant exchange rate for the three years.
Latin America
Argentine Peso
Brazilian Real
Mexican Peso
1
1.98
11
Canadian $
1.48
North America
Europe, Middle
East & Africa
Austrian Schilling
Belgian Franc
Danish Krona
Dutch Guilder
French Franc
German Mark
Great Britain Pound
Greek Drachma
Irish Punt
Italian Lira
Norwegian Krone
Portuguese Escudo
Spanish Peseta
Swedish Krona
Swiss Franc
Turkish Lira
Polish Zloty
Russian Rouble
South African Rand
Saudi Arabia
13.76
40.34
7.69
2.2
6.56
1.96
0.63
357.14
0.79
1936.27
8.33
200.48
166.39
8.33
1.61
1,331,884
4.5
29.5
7.3
3.75
Australian $
Chinese Reminbi
Hong Kong $
Japanese Yen
South Korean Won
1.67
8.3
7.75
111.11
1,200.00
Asia Pacific
.
Three Years of Data Studied
The data reported includes information from the last three years (when available)
with the time period ending in Q1 of each year (e.g. 2001 data includes Q2 2000
– Q1 2001).
There is some slight variation in the actual months included from the individual
countries due to different data availability.
Category Coverage
Coverage of a brand’s sales differs based on the type of channels in which the
brand is sold. Local ACNielsen information was used in the study. Therefore,
products most often purchased within a grocery store will always benefit from
ACNielsen’s strong coverage of grocery retailers.
Impulse purchases, such as purchases of carbonated drinks, cigarettes or
alcohol from kiosks, bars, restaurants or vending machines, are generally not
included making the data coverage for these brands considerably lower.
Coverage by country differs and is dependent on the number of channels
included in the local country’s base services. For example, beer, which is not
tracked by ACNielsen in Mexico nor Canada, is therefore understated in the final
sales reported.
Brand Coverage
The number of countries in which each brand was found is included in the Billion
Dollar Brand chart. Many of the brands had sales in all 30 countries. Although
generally a lack of sales in a country indicates a lack of presence there, for some
brands the missing country information may have been due to the brand being
too small and therefore, being included in an “All Other” line. As mentioned
above with regards to beer, in a few cases (including Kodak film) the number of
countries in which the brand was recorded was impacted b y ACNielsen’s limited
coverage of the category in some markets.
.
Bil$Mark8.5x11
9/13/01
2:16 PM
Page 1
Copyright © 2001 ACNielsen. Printed in USA. All rights reserved.
ACNielsen and the ACNielsen logo are trademarks or registered
trademarks of A.C. Nielsen Company. Other brand and product
names are trademarks or registered trademarks of their respective
companies. CC01/298

Reaching the Billion Dollar Mark

Transcription

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