Top Global Food and Beverage Companies: Strategies for Success

Published: January 1, 2009 - 295 Pages

Table of Contents

  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Report Methodology
    • Global branding in the CPG food and beverage industry
    • A new age of complexity
      • Economic challenges
      • Consumer empowerment
    • The innovation challenge
      • Build global mega brands
      • Providing multi-tiered brand value
      • Thinking globally, acting locally
    • Expanding the global footprint
      • Mature market pressures
      • Securing a greater share of high-growth markets
      • Building international scale
    • Placing health & nutrition at the heart of the business
    • Advertising and promotion
    • Retailers raising the bar
  • Introduction To Global Branding
    • Defining the global brand
      • The emergence of globalization
      • The downside of globalization
      • Defining features of a global brand
      • Introduction to consumer packaged goods manufacturing
        • Table Top 10 most profitable industries based on the Forbes Global 500, 2007 percent return on revenue; revenue on assets (latest years available)
  • Mega Trends
    • Consumer empowerment
      • Health and nutrition
        • Table The rise of adult `globesity' across selected markets, 1960-1995 (people with a BMI ¡Ý 30 kg/m²) (percent rate by gender)
      • Supply side issues
      • Global shifts in consumer expenditure - rise of the BRIC economies
      • Sustainability and the `green' movement
      • Convenience
  • Corporate Analysis
    • The brand portfolio
      • Table Global brand comparisons, by revenue and brand portfolio (in billions of dollars)
      • Brand differentiation
      • Evolving the brand
      • Innovation-led
      • Mergers, acquisitions and ventures
      • Creating a `health halo': driving the health and wellness agenda
      • Sustainability and CSR
      • Building a global footprint
  • Brand Development Trends
    • Evolve to meet consumer demand globally
      • Create affordable luxuries
      • Build global mega brands
      • Provide multi-tiered brand value
      • Product quality
      • Health, nutrition and wellness
      • Taste
      • Convenience
      • Sustainability
      • Intangible value: Design & Appeal
  • Advertising & Promotion
    • The global advertising landscape
      • Multi-media communications strategies
      • Advertising backlash
  • Global Retailing Analysis
    • International retail trends
      • Growing power of supermarket retailers
        • Table Top 19 take-home private label ranges, Great Britain, 2007-2008, 52 weeks ending April 20, 2007/08 (in million £ and percent)
      • Implications for global brands
  • Company Profiles
    • Budweiser (Anheuser-Busch InBev)
      • Overview
      • International presence
      • Market Performance
        • Table U.S. Mass-Market Sales of Bud Light Domestic Beer/Ale, 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Budweiser Domestic Beer/Ale, 2003-2008 (in millions of dollars and percent)
      • Financial Performance
        • Table Anheuser-Busch - Financial analysis, 2003-2007 (in millions of U.S. dollars and percent)
      • Product development
        • Table Anheuser Busch - New Beverage Product Development by Category Product and SKU data, 1998-2008
      • Corporate Responsibility
      • Marketing Communications
    • Coca-Cola
      • Overview
      • International presence
      • Market performance
        • Table U.S. Mass-Market Sales of Classic Coca-Cola, 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Diet Coke, 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Coke Zero, 2006-2008 (in millions of dollars and percent)
        • Table The Coca-Cola Company - Financial analysis, 2004-2007 (in millions of dollars and percent)
      • The manufacturing (bottling) system
      • Innovation-led
      • Product development
        • Table The Coca-Cola Company - New Beverage Product Developments by Category Product and SKU data, 1998-2008
      • Corporate social responsibility
      • Marketing communications
    • Danone
      • Overview
      • International presence
      • Market performance
        • Table U.S. Mass-Market Sales of Dannon Activia Yoghurt (standard version only), 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Dannon Light n Fit Yoghurt, 2003-2008 (in millions of dollars and percent)
      • Financial performance
        • Table Danone - financial analysis: Net revenues and operating income, 2003-2007 (in Euros and percent)
        • Table Danone - financial analysis: Net revenues and operating income, 2006-2007 (excluding biscuits business) (in Euros and percent)
      • Research & development
        • Table Danone: New Beverage Product Developments by Category Product and SKU data, 1998-2008
      • Global new product developments
      • Corporate social responsibility
      • Marketing communications
    • HJ Heinz & Company
      • Overview
      • History
      • International presence
      • Market Performance
        • Table U.S. Mass-Market Sales of Heinz Ketchup, 2003-2008 (in millions of dollars and percent)
      • Financial Performance
        • Table Heinz - financial analysis: Net revenues and operating income, 2004-2008 (in millions of dollars and percent)
      • Innovation-led
      • Product development
        • Table Heinz - New Product Developments by Category Product and SKU data, 1998-2008
      • Corporate social responsibility
      • Marketing communications
    • Kellogg Company
      • Overview
      • International presence
      • Market performance
        • Table Leading Kellogg brands in the breakfast cereal category: Great Britain - Take Home/Retail: 2007-2008 (£ sales - 52 weeks ending April 20, 2007 and 2008)
        • Table Leading U.S. Kellogg brands: Mass-Market Sales Breakfast Cereals, 2006-2008 (percent value share)
        • Table U.S. Mass-Market Sales of Special K and Special K Red Berries, 2008 (in millions of dollars and percent)
      • Financial performance
        • Table Kellogg Company - Financial analysis, 2003-2007 (in millions of dollars and percent)
      • Innovation
      • Product development
        • Table Kellogg - New Product Development by Category Product and SKU data, 1998-2008
      • Corporate social responsibility
      • Marketing communications
    • Kraft profile
      • Overview
      • History
      • Three-year turnaround strategy (2006-2009)
      • International presence
      • Market performance
        • Table U.S. Mass-Market Sales of Kraft Philadelphia (brick, soft, whipped), 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Oscar Mayer (sliced luncheon meat), 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Nabisco Oreo Cookies, 2003-2008 (in millions of dollars and percent)
        • Table Kraft financial analysis: Net revenues and operating income, 2003-2007 (in millions of dollars and percent)
      • Product development
        • Table Kraft - New Product Developments by Category Product and SKU data, 1998-2007
      • Corporate social responsibility
      • Marketing communications
    • Nestlé
      • Overview
      • History
      • International presence
      • The creation of a global multifocal organisation
      • Market performance
        • Table U.S. Mass-Market Sales of Nescafé Tasters Choice Instant Coffee, 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Nescafé Clasico Instant Coffee, 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Friskies Fancy Feast Wet Cat Food, 2003-2008 (in millions of dollars and percent)
        • Table Nestlé financial analysis: Net revenues and operating income, 2003-2007 (CHF million and percent)
      • Innovation and renovation
      • Product developments
        • Table Nestlé - New Product Developments by Category Product and SKU data, 1998-2008
      • Corporate social responsibility
      • Marketing communications
    • Wm Wrigley Jr Company (Mars Inc)
      • Overview
      • International presence
      • Market performance
        • Table U.S. Mass-Market Sales of Wrigley's Extra Sugarless Gum, 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Wrigley's Eclipse Sugarless gum, 2003-2008 (in millions of dollars and percent)
        • Table U.S. Mass-Market Sales of Wrigley's Orbit Sugarless gum, 2003-2008 (in millions of dollars and percent)
      • Financial performance
        • Table Wrigley financial analysis: Net revenues and operating income, 2003-2007 (in millions of dollars and percent)
      • Retail expertise
      • Innovation-led
        • Table Wrigley - New Product Developments by Category Product and SKU data, 1998-2008
      • Product development
      • Marketing communications
  • Future Challenges
    • Highlights
      • Accelerating pace of change
      • Economic downturn to continue into 2009
      • Health concerns will play a more dominant role in strategy
      • Convenience
      • Creating stronger global entities
        • Table Forecast consumer expenditure data on food, beverages and tobacco, 2007-20012 (in billions of dollars and percent)
      • Sustainability and the CSR agenda
      • Responding to an empowered consumer
      • Retailer power will remain strong

Abstract

Global branding in the food and beverage consumer packaged goods industry has never been more challenging. Manufacturers are undoubtedly used to working in a ‘fast moving’ industry but in recent years the pace of change has accelerated. In many Western major food and drink markets, the level of competitiveness has been elevated by low volume growth and reduced margins, brought about by market saturation and the rising cost of raw materials. Added to this, retailers have been hugely successful at building premium offerings that compete head on with brands in terms of quality and value. The quest for innovation is becoming harder, forcing businesses to rethink the way they do business, formulate strategy and deliver on consumer expectations.

One of the most notable industry catalysts has been servicing a consumer with increasingly sophisticated tastes, preferences and power. Today, consumers are highly marketing-savvy and have greater expectations of brands not just in terms of quality and service, but honesty and transparency in how they run their business. Global brands are now confronted with a consumer that is willing and able to voice opinions about a brand and spread it like wildfire via online communities.

Health and convenience remain two of the biggest mega trends confronting manufacturers and play a significant role in shaping product strategy. Environmental concerns are rising, however, and the ‘green element’ is opening up a new set of issues manufacturers need to deal with, notably with regard to packaging and transportation. Devising and executing a robust corporate social responsibility strategy that deals with these issues is becoming a key requirement for global food and beverage brands.

Faced with limited volume growth in major developed markets, high-growth developing markets are becoming much more important to the bottom line. Mergers, acquisitions and partnerships are on the rise as food and drink brands look to establish and build their brands in international markets.

In response to these challenges, global brands are investing heavily in becoming better innovators, focusing more closely on using data and insight to drive strategy. As a consequence, there is a shift to becoming focused around a core mission or smaller set of brands, on which the company can build its foundations and evolve. Innovation is moving quietly into new avenues, where science can create real product differentiation.

From a communications standpoint, new and exciting avenues are being pursued as marketers embrace a wider range of media - offline and online - and build more targeted and intimate experiences for their customers. The power of digital platforms is creating new opportunities for food and drink marketers to build brand awareness and converse with consumers well away from the point of sale, but very much part of an integrated communications strategy.

Top Global Food and Beverage Companies: Strategies for Success explores the features and strategies of eight companies that have played a key role in shaping the global food & beverage industry. The report showcases the strategies that have underpinned the success of these companies and their brands, along with the highly complex challenges they face for the future. In addition to eight in-depth brand profiles, the report discusses the commonalities and distinguishing features of global brand strategies, from product development and innovation, through to marketing communications and distribution. The eight companies are:

  • Anheuser-Busch (InBev)
  • Coca-Cola
  • Danone
  • Heinz
  • Kellogg
  • Kraft Foods
  • Nestlé
  • Wrigley (Mars)

Read an excerpt from this report below.

Report Methodology

The information in Top Global Food and Beverage Companies: Strategies for Success is based on primary and secondary research. Secondary research entailed data gathering from relevant sources, including industry and association publications, trade press, company literature and corporate annual reports. Primary research consists of a series of in-depth interviews with brand experts, associations and consultants to the CPG industry, in order to more closely understand the challenges brands face.

What you’ll get in this report

Top Global Food and Beverage Companies: Strategies for Success contains a unique mix of consumer, market and industry insight with international scope. It highlights the international strategies employed by some of the most successful leading brands in the industry and discusses the challenges faced by companies both now and in the future.

How you’ll benefit from this report

This report will serve as a benchmarking tool for companies and brands either looking to grow their industry presence on a domestic or international level or for smaller brands with big ambitions. The report provides a comprehensive overview that cannot be found in a single source, including insight from multiple products categories and markets.

This report will help:

Marketing managers including brand, product and communication specialists to identify industry challenges, market opportunities and help formulate marketing strategy in multiple areas.

Business development executives and entrepreneurs in the food and beverage field to understand the landscape, the competitive set, and act as guidance to develop a ‘go-to-market’ strategy.

Research and development professionals stay on top of competitor initiatives and explore demand for food and beverages.

Marketing and branding agencies working with clients in the food and beverage industries understand the issues affecting them and identify insights to develop messaging and creative ideas that resonate with the target audience.

Business and information researchers that require valuable insight to pass on to in-house market researchers, business managers and other employees.


Get full details about this report
(US): 800.298.5294
(Int): +1.240.747.3095
Fax: 240.747.3004