62 Global Mega Brand Franchises Reaching Consumers the World Over, Says ACNielsen.Business Editors NEW YORK--(BUSINESS WIRE)--April 1, 2003 ACNielsen ACNielsen is a global marketing research firm, based in Schaumburg, Illinois. This company was founded in 1923 in Chicago, Illinois, by Arthur C. Nielsen, Sr., in order to give marketers reliable and objective information on the impact of marketing and sales programs. : -- ACNielsen study provides insights into the world's top brand franchises -- Personal Care & Cosmetics cosmetics, preparations externally applied to change or enhance the beauty of skin, hair, nails, lips, and eyes. The use of body paint for ornamental and religious purposes has been common among primitive peoples from prehistoric times (see body-marking). brands dominate list -- Unilever Unilever Either of two linked companies, Unilever PLC (based in London) and Unilever NV (based in Rotterdam). They are the holding companies for more than 500 firms worldwide that manufacture and sell soaps, foods, and other products. , Procter
highest number of Global Mega Brand Franchises -- Beiersdorf's Nivea
NIVEA is a large global skin- and body-care brand, owned by German company Beiersdorf. The company began in 1911 when Beiersdorf developed a water-in-oil emulsifier as a skin cream with Eucerit, the first brand extends to 19 categories ranging from skin moisturizers moisturizers hydroscopic agents, applied to the skin and hair, as creams, rinses or shampoos, to increase hydration of the stratum corneum. Examples are propylene glycol, glycerine and lactate. to hair cleaners -- Nestle brand, found in 17 categories, leads in the food, beverages and confectionary arena Today's global consumers connect with brand franchises that symbolize trust, offer a specific expertise and group products logically, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a study released today by ACNielsen, the world's leading marketing information company. "Expertise, trust, and logically related categories are the three key attributes driving the creation of Global Mega Brand Franchises," noted Jane Perrin General Perrin may refer to:
ACNielsen's findings are based on an examination of more than 200 brands from more than 50 manufacturers across 50 countries in the Fast Moving Consumer Goods “CPG” redirects here. For other uses, see CPG (disambiguation). Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), are products that have a quick turnover and relatively low cost. industry. The study highlights the 62 brands that meet ACNielsen's criteria criteria (krītēr´ē  ),n. in identifying Global Mega Brand Franchises (see table 1). Personal Care & Cosmetics Brand Franchises Leading the Pack Manufacturers in the Personal Care & Cosmetics area seemed particularly adept at building Global Mega Brand Franchises. In fact, more than half of the 62 Brands highlighted in the study were related to Personal Care & Cosmetics. Beiersdorf's Nivea, for example, leverages its expertise in skin care across 19 product categories, ranging from skin moisturizers and tanning tanning, process by which skins and hides are converted into leather. Vegetable tanning, a method requiring more than a month even with modern machinery and tanning liquors, employs tannin; its use is shown in Egyptian tomb paintings dating from 3000 B.C. lotions lotions, n.pl nonoily treatments intended to be applied to the skin for a variety of cosmetic or medicinal purposes. to hair cleaning and shaving gel products. Further examples include Johnson & Johnson, Colgate-Palmolive The Colgate-Palmolive Company (NYSE: CL) is a U.S. diversified multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and and L'Oreal, who utilize their highly trusted corporate names to extend multiple brands across multiple product categories throughout the world. In fact more than 22 of the 62 brands found on the entire list utilize the corporate name in their brand offerings. Others, like Gillette's Oral B utilize logical product groupings - toothpaste toothpaste, n See dentifrice. , toothbrush toothbrush, n a handheld device with an arrangement of bristles at one end, and a handle designed to reach effectively all exposed surfaces of the teeth and gingiva. , dental floss dental floss n. A waxed or unwaxed thread used to remove food particles and plaque from the teeth. , and mouthwash mouthwash /mouth·wash/ (mouth´wosh) a solution for rinsing the mouth. mouth·wash n. A medicated liquid for cleaning the mouth and treating diseased mucous membranes. - to build a powerful global mega brand franchise in the minds of consumers. In the Food, Beverage and Confectionery confectionery, delicacies or sweetmeats that have sugar as a principal ingredient, combined with coloring matter and flavoring and often with fruit or nuts. In the United States it is usually called candy, in Great Britain, sweets or boiled sweets. arena, ACNielsen named 23 brands as Global Mega Brand Franchises. Of these, the Nestle brand was found in the most categories (17). Nestle also takes advantage of consumers' trust in the corporate name, extending into such product categories as Breakfast Cereals This is a list of breakfast cereals. Many cereals are trademarked brands of large companies such as Kellogg's, General Mills, Malt-O-Meal, Nestlé, The Quaker Oats Company, and Post Cereals, but similar equivalent products are often sold by other manufacturers and as store own , Baking/Cooking Aids, Chocolate chocolate, general term for the products of the seeds of the cacao or chocolate tree, used for making beverages or confectionery. The flavor of chocolate depends not only on the quality of the cocoa nibs (the remainder after the seeds are fermented, dried, and and Water. Some manufacturers have established a specific expertise that allows them to extend their brand name across multiple product areas. Novartis' Gerber Gerber may refer to:
Criteria for Global Mega Brand Franchises ACNielsen, with a presence in more than100 countries, has the ability to provide global insights across a wide range of categories in the Fast-Moving Consumer Goods consumer goods Any tangible commodity purchased by households to satisfy their wants and needs. Consumer goods may be durable or nondurable. Durable goods (e.g., autos, furniture, and appliances) have a significant life span, often defined as three years or more, and industry. In this study, ACNielsen defines Global Mega Brand Franchises as brands that are: -- Available in at least 15 of the 50 countries studied (representing 95% of the world's GDP GDP (guanosine diphosphate): see guanine. ) - see Table 2 for list of countries -- Marketed with the same name in at least three categories in three or more geographical ge·o·graph·ic also ge·o·graph·i·cal adj. 1. Of or relating to geography. 2. Concerning the topography of a specific region. ge regions -- Primarily sold in grocery, mass merchandise MERCHANDISE. By this term is understood all those things which merchants sell either wholesale or retail, as dry goods, hardware, groceries, drugs, &c. It is usually applied to personal chattels only, and to those which are not required for food or immediate support, but such as remain and pharmacy pharmacy, art of compounding and dispensing drugs and medication. The term is also applied to an establishment used for such purposes. Until modern times medication was prepared and dispensed by the physician himself. In the 18th cent. outlets (ACNielsen's primary global coverage)
Table 1 - Global Mega Brand Franchises (alphabetical by Brand
Owner)
Brand Owner Brand Product Area Number of
Franchise Product
(b) Categories
(a)
----------------------------------------------------------------------
BARILLA ALIMENTARE Barilla Food,
Beverages &
Confectionery 5
----------------------------------------------------------------------
BAYER Alka Seltzer Health Care 3
----------------------------------------------------------------------
BEIERSDORF Eucerin Personal Care
& Cosmetics 8
--------------------------------------
Nivea Personal Care
(b) & Cosmetics 19
----------------------------------------------------------------------
CADBURY SCHWEPPES Cadbury's Food,
Beverages &
Confectionery 6
----------------------------------------------------------------------
CLOROX Clorox Home Care 5
----------------------------------------------------------------------
COLGATE-PALMOLIVE Ajax Home Care 3
--------------------------------------
Colgate Personal Care
& Cosmetics 5
--------------------------------------
Palmolive Personal Care
& Cosmetics,
Home Care 12
----------------------------------------------------------------------
DANONE Danone Food,
Beverages &
Confectionery 4
----------------------------------------------------------------------
DEL MONTE FOODS Del Monte Food,
Beverages &
Confectionery 5
--------------------------------------
S&W Food,
Beverages &
Confectionery 3
----------------------------------------------------------------------
DOLE FOODS Dole Food,
Beverages &
Confectionery 4
----------------------------------------------------------------------
GENERAL MILLS Old El Paso Food,
Beverages &
Confectionery 6
----------------------------------------------------------------------
GILLETTE Gillette Personal Care
(b) & Cosmetics 5
--------------------------------------
Oral B Personal Care
(b) & Cosmetics 4
----------------------------------------------------------------------
GLAXO SMITHKLINE Aquafresh Personal Care
& Cosmetics 4
--------------------------------------
Oxy Personal Care
& Cosmetics 3
--------------------------------------
Sensodyne Personal Care
& Cosmetics 3
----------------------------------------------------------------------
HENKEL Fa Personal Care
& Cosmetics 8
----------------------------------------------------------------------
HERSHEY FOODS Hershey Food,
Beverages &
Confectionery 6
----------------------------------------------------------------------
H.J. HEINZ Heinz Food,
Beverages &
Confectionery 11
----------------------------------------------------------------------
JOHNSON & JOHNSON Clean & Personal Care
Clear & Cosmetics 5
--------------------------------------
Johnson's Personal Care
& Cosmetics 14
--------------------------------------
Neutrogena Personal Care
& Cosmetics 12
--------------------------------------
Reach Personal Care
& Cosmetics 3
--------------------------------------
Roc Personal Care
& Cosmetics 7
----------------------------------------------------------------------
KAO Biore Personal Care
& Cosmetics 3
--------------------------------------
Jergens Personal Care
& Cosmetics 4
----------------------------------------------------------------------
KELLOGG Kellogg's Food,
Beverages &
Confectionery 3
----------------------------------------------------------------------
KRAFT FOODS Kraft Food,
Beverages &
Confectionery 8
--------------------------------------
Nabisco Food,
Beverages &
Confectionery 6
----------------------------------------------------------------------
L'OREAL Garnier Personal Care
& Cosmetics 7
--------------------------------------
L'Oreal Personal Care
(b) & Cosmetics 14
--------------------------------------
Maybelline Personal Care
& Cosmetics 4
--------------------------------------
Vichy Personal Care
& Cosmetics 13
----------------------------------------------------------------------
MARS Mars Food,
Beverages &
Confectionery 5
--------------------------------------
Milky Way Food,
Beverages &
Confectionery 5
--------------------------------------
Uncle Ben's Food,
Beverages &
Confectionery 5
----------------------------------------------------------------------
MCCAIN FOODS McCain Food,
Beverages &
Confectionery 7
----------------------------------------------------------------------
NESTLE Maggi Food,
Beverages &
Confectionery 5
--------------------------------------
Nestle Food,
(b) Beverages &
Confectionery 17
--------------------------------------
Purina Pet Care 3
----------------------------------------------------------------------
NOVARTIS Gerber Personal Care
& Cosmetics,
Food,
Beverages &
Cosmetics,
Health Care 6
----------------------------------------------------------------------
PARMALAT Parmalat Food,
Beverages &
Confectionery 12
----------------------------------------------------------------------
PROCTER & GAMBLE Clairol Personal Care
& Cosmetics 3
--------------------------------------
Cover Girl Personal Care
& Cosmetics 4
--------------------------------------
Ivory Personal Care
& Cosmetics,
Home Care 5
--------------------------------------
Max Factor Personal Care
& Cosmetics 4
--------------------------------------
Olay Personal Care
& Cosmetics 5
--------------------------------------
Old Spice Personal Care
& Cosmetics 5
----------------------------------------------------------------------
REVLON Revlon Personal Care
(b) & Cosmetics 12
----------------------------------------------------------------------
SARA LEE Sanex Personal Care
& Cosmetics 10
--------------------------------------
Sara Lee Food,
Beverages &
Confectionery 5
----------------------------------------------------------------------
S.C. JOHNSON Pledge Home Care 3
----------------------------------------------------------------------
UNILEVER Dove Personal Care
(b) & Cosmetics 7
--------------------------------------
Knorr Food,
Beverages &
Confectionery 6
--------------------------------------
Lipton Food,
(b) Beverages &
Confectionery 6
--------------------------------------
Lux Personal Care
& Cosmetics 5
--------------------------------------
Pond's Personal Care
(b) & Cosmetics 4
--------------------------------------
Vaseline Personal Care
& Cosmetics 5
----------------------------------------------------------------------
WEIGHT WATCHERS Weight Food,
Watchers Beverages &
Confectionery 12
----------------------------------------------------------------------
(a) Includes only those categories active in three or more countries
(b) Brand Franchises in italics indicates those present in all 50
countries
Global/Regional Insights Nine of the 62 brands listed in the above chart were available in all 50 countries studied. Due to varying cultural preferences and differing competitive landscapes, manufacturers have based local expansion on the needs of the consumers within each market. Weight Watchers, for example, is found in a large number of product categories in North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , but far fewer throughout the rest of the world. McCain is primarily in potato-based categories around the world but has been extended into pizza pizza Food of Neapolitan origin. It consists of a flattened disk of bread dough, typically topped with olive oil, tomatoes, and mozzarella cheese, baked quickly, and served hot. Pizza is eaten throughout Italy, with regional variations in toppings. Pizza came to the U.S. , beverages, desserts, waffles and vegetables in North America. Not all brands are Global Mega Brand Franchises "It should be noted that brands can be extremely successful globally without being a mega brand franchise," concluded Perrin. "While some marketers may argue that brand extension is the logical outcome for any successful brand, some of the best known brands in the world have become so by being singularly sin·gu·lar adj. 1. Being only one; individual. 2. Being the only one of a kind; unique. 3. Being beyond what is ordinary or usual; remarkable. 4. Deviating from the usual or expected; odd. focused on a particular category. Coca-Cola Coca-Cola soft drink found throughout the world. [Trademarks:Crowley Trade, 115] See : Ubiquity and Marlboro, the top two brands identified within our recent Reaching the Billion Dollar Mark study, are both successfully focused primarily within one product category." Perrin continued "It is an interesting marketing debate and one that will evolve Evolve may refer to several terms:
Table 2 - Countries Included in Global Mega Brand Franchises Study
Asia Pacific
------------ Western Europe
Australia --------------
China Austria
Hong Kong, China Belgium
Indonesia Denmark
Japan Finland
Korea, Republic (South Korea) France
Malaysia Germany
New Zealand Great Britain
Philippines Greece
Singapore Ireland
Thailand Israel
Vietnam Italy
Netherlands
Emerging Markets Norway
---------------- Portugal
Czech Republic Spain
Egypt, Arab Republic. Sweden
Hungary Switzerland
Nigeria Turkey
Poland
Romania
Russian Federation
Saudi Arabia
Slovakia Latin America
South Africa -------------
Ukraine Argentina
United Arab Emirates Brazil
Chile
Colombia
North America Mexico
------------- Puerto Rico
Canada
United States
----------------------------------------------------------------------
About ACNielsen ACNielsen, a VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User company, is the world's leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns Noun 1. sales campaign - an advertising campaign intended to promote sales ad blitz, ad campaign, advertising campaign - an organized program of advertisements sales campaign n → campaña de venta . ACNielsen is part of the VNU Marketing Information Group. VNU is active in more than 100 countries. VNU employs more than 38,000 people and has annual revenues of more than EUR EUR In currencies, this is the abbreviation for the Euro. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. 4.3 billion. For more, visit www.vnu.com. Editor's Note Editor's Note (foaled in 1993 in Kentucky) is an American thoroughbred Stallion racehorse. He was sired by 1992 U.S. Champion 2 YO Colt Forty Niner, who in turn was a son of Champion sire Mr. Prospector and out of the mare, Beware Of The Cat. Trained by D. - for the complete text (pdf format) of the ACNielsen Global Services Executive News Report: Global Mega Brand Franchises - Extending Brands Within a Global Marketplace, please visit: http://acnielsen.com/download/pdf/reports/ Global_Mega_Brand_Franchises.pdf(Due to the length of this URL URL in full Uniform Resource Locator Address of a resource on the Internet. The resource can be any type of file stored on a server, such as a Web page, a text file, a graphics file, or an application program. , it may be necessary to copy and paste To copy files from one location to another or to copy text and images from one document to another. All modern operating systems and applications have a copy and paste capability that is typically selected from an Edit menu. See cut and paste and Win Copy between windows. this hyperlink A predefined linkage between one object and another. See hypertext. hyperlink - anchor into your Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the browser's URL address field.) |
|
||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion