Top Global Food and Beverage Companies: Strategies for Success


January 1, 2009
295 Pages - SKU: LA1780987
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Top Global Food and Beverage Companies: Strategies for Success
Chapter 1: Executive Summary
Scope and Methodology
Scope of Report
Report Methodology
Global branding in the CPG food and beverage industry
Figure 1-1: Global revenues of leading CPG companies 2007-2008 (in billions of dollars)
A new age of complexity
Figure 1-2: Key external issues driving the food and beverage industry forward
Economic challenges
Consumer empowerment
The innovation challenge
Build global mega brands
Providing multi-tiered brand value
Figure 1-3: Comparison of food benefits by geographic markets “When making food purchases, which, if any, of the following factors do you consider today?”
Thinking globally, acting locally
Expanding the global footprint
Mature market pressures
Securing a greater share of high-growth markets
Figure 1-4: Consumer expenditure comparisons in selected global markets, Spending on food, beverages and tobacco as % of total country consumer expenditure, 2007
Building international scale
Placing health & nutrition at the heart of the business
Advertising and promotion
Figure 1-5: Advertising spend on major media by region, 2007 (in millions of U.S. dollars)
Retailers raising the bar
Figure 1-6: Leading global grocery retailers by net sales revenue, 2006-2007 (in millions of dollars)

Chapter 2: Introduction To Global Branding
Defining the global brand
The emergence of globalization
Globalization in the 21st century
The downside of globalization
Defining features of a global brand
Introduction to consumer packaged goods manufacturing
Table 2-1: Top 10 most profitable industries based on the Forbes Global 500, 2007 percent return on revenue; revenue on assets (latest years available)

Chapter 3: Mega Trends
Trend 1: Consumer empowerment
Products that meet an ‘eclectic’ set of needs
Higher expectations
A louder ‘collaborative’ voice
Harder to reach and engage
Trend 2: Health and nutrition
Globesity
Table 3-1: The rise of adult ‘globesity’ across selected markets, 1960-1995 (people with a BMI ≥ 30 kg/m²) (percent rate by gender)
Figure 3-1: Obesity and Overweight Prevalence in Selected Industrialized
Nations (percent 2005/ people with a BMI ≥ 30 kg/m²)
Child obesity
Taking action
Trend 3: Supply side issues
Figure 3-2: Global commodity prices 1998-2010, Based on world price indices (U.S. dollars/tonnes)
Looking at prices in context
Trend 4: Global shifts in consumer expenditure - rise of the BRIC economies
Figure 3-3: Consumer expenditure comparisons in selected global markets, Actual expenditure on food, beverages and tobacco, 2007
Figure 3-4: Consumer expenditure comparisons in selected global markets, Spending on food, beverages and tobacco as percent of total country consumer expenditure, 2007
Figure 3-5: US Consumer expenditure 2007 (percent of total expenditure) Difficult times in mature markets
Trend 5: Sustainability and the ‘green’ movement
Figure 3-6: Municipal waste management in the European Union Corporate impact
Figure 3-7: Key external issues driving major food and beverage companies
Consumer propensity for green and sustainable products is growing
Sustainable approaches
Trend 6: Convenience
Broader societal changes
Figure 3-8: Number of hot meals cooked in the Home 1991-2005

Chapter 4: Corporate Analysis
The brand portfolio
Table 4-1: Global brand comparisons, by revenue and brand portfolio (in billions of dollars)
Brand differentiation
Glocal branding
Building the umbrella brand
Evolving the brand
Innovation-led
Research & Development
Mergers, acquisitions and ventures
Building around the core product portfolio
Creating a diversified CPG company
Creating a ‘health halo’: driving the health and wellness agenda
Sustainability and CSR
Specific company CSR developments
Benefits
Building a global footprint
Creating a global geographic presence
High-growth market: China
High-growth market: Russia

Chapter 5: Brand Development Trends
Strategy #1: Evolve to meet consumer demand globally
Global innovation challenges
Figure 5-1: US mass-market volume sales, by key category, 2003-2007 (in millions)
In pursuit of ground breaking innovations
Strategy #2: Create affordable luxuries
Price competitiveness
Premiumization
Figure 5-2: US mass-market value sales, by key category, 2003-2007 (in millions of dollars)
Strategy #3: Build global mega brands
Heinz Ketchup
Wrigley’s Orbit and Extra
Kellogg’s Special K
Kraft Philadelphia
Nestlé’s Nescafé
Strategy #4: Provide multi-tiered brand value
Figure 5-3: When making food purchases, which, if any, of the following factors do you consider today?
Product quality
Health, nutrition and wellness
Functional health solutions (nutraceuticals)
Nutrition
Weight management
Well-being
Taste
Convenience
Sustainability
Intangible value: Design & Appeal

Chapter 6: Advertising & Promotion
The global advertising landscape
Figure 6-1: Global advertising spend by region, 2007 (percent share of expenditure)
Figure 6-2: Advertising spend on major media by region, 2007 (in millions of U.S. dollars)
Multi-media communications strategies
Figure 6-3: Global distribution of advertising expenditure by major media, 1998-2007
Online advertising
Social media
Branded Utility
Big ideas that travel
Importance of in-store marketing
Sponsorships
Advertising backlash
Marketing to children
CPG companies embrace self-regulation on marketing to children
Consumer groups seek global code of contact to reduce marketing to children under 16

Chapter 7: Global Retailing Analysis
International retail trends
Figure 7-1: Leading global grocery retailers by net sales revenue, 2006-2007 (in millions of dollars)
Figure 7-2: Top 10 global retail grocery markets, 2005 (percent)
Growing power of supermarket retailers
Retailers raising the bar on innovation
Private label creates stronger competition for global brands
Growth in premium private label
Table 7-1: 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

Chapter 8: Company Profiles
Budweiser (Anheuser-Busch InBev)
Overview
Anheuser-Busch InBev
International presence
Figure 8-1: Anheuser-Busch beer sold by brand, 2007 (percent volume sales)
Market Performance
Table 8-1: U.S. Mass-Market Sales of Bud Light Domestic Beer/Ale, 2003-2008 (in millions of dollars and percent)
Table 8-2: U.S. Mass-Market Sales of Budweiser Domestic Beer/Ale, 2003-2008 (in millions of dollars and percent)
Financial Performance
Table 8-3: Anheuser-Busch - Financial analysis, 2003-2007 (in millions of U.S. dollars and percent)
Product development
Figure 8-2: Anheuser-Busch new product launches, 1998-2007
Table 8-4: Anheuser Busch - New Beverage Product Development by
Category Product and SKU data, 1998-2008
Corporate Responsibility
Marketing Communications
Interactive marketing
Coca-Cola….
Overview
International presence
Figure 8-3: Coca-Cola: Percent volume share by key geographic regions, 2007
Market performance
Table 8-5: U.S. Mass-Market Sales of Classic Coca-Cola, 2003-2008 (in millions of dollars and percent)
Table 8-6: U.S. Mass-Market Sales of Diet Coke, 2003-2008 (in millions of dollars and percent)
Table 8-7: U.S. Mass-Market Sales of Coke Zero, 2006-2008 (in millions of dollars and percent)
Financial performance
Table 8-8: The Coca-Cola Company - Financial analysis, 2004-2007 (in millions of dollars and percent)
The manufacturing (bottling) system
Innovation-led
Product development
Figure 8-4: Coca-Cola New product launches, 1998-2007
Table 8-9: The Coca-Cola Company - New Beverage Product Developments by Category Product and SKU data, 1998-2008
Global product development trends
Packaging innovation
Corporate social responsibility
Marketing communications
Interactive marketing
Sponsorships
Danone
Overview
Repositioning as a pure ‘health’ company
International presence
Figure 8-5: Danone: Percent revenue by Region (Q1 2008)
Market performance
Figure 8-6: Danone: global sales by business unit, 2007
Table 8-10: U.S. Mass-Market Sales of Dannon Activia Yoghurt (standard version only), 2003-2008 (in millions of dollars and percent)
Table 8-11: U.S. Mass-Market Sales of Dannon Light n Fit Yoghurt, 2003-2008 (in millions of dollars and percent)
Fresh Dairy Products
Waters
Baby Nutrition
Medical Nutrition
Financial performance
Table 8-12: Danone - financial analysis: Net revenues and operating income, 2003-2007 (in Euros and percent)
Table 8-13: Danone - financial analysis: Net revenues and operating income, 2006-2007 (excluding biscuits business) (in Euros and percent)
Research & development
Product developments
Figure 8-7: Danone/Dannon New Product Launches, 1998-2007
Table 8-14: 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
Figure 8-8: Heinz: Sales by major product category, 2008 (percent sales revenue)
History
International presence
Figure 8-9: Heinz sales revenue by geography, 2008 (percent share)
Strong, local organizations
Market Performance
Table 8-15 U.S. Mass-Market Sales of Heinz Ketchup, 2003-2008 (in millions of dollars and percent)
Financial Performance
Table 8-16: Heinz - financial analysis: Net revenues and operating income, 2004-2008 (in millions of dollars and percent)
Innovation-led
Product development
Health & Wellness products
Figure 8-10: Heinz New Product Launches, 1998-2007
Table 8-17: Heinz - New Product Developments by Category Product and SKU data, 1998-2008
Packaging innovation/trends
Corporate social responsibility
Marketing communications
Interactive marketing
Sponsorships
Kellogg Company
Overview
International presence
Figure 8-11: Kellogg Company: revenue share by key geographic regions, 2008 (percent)
Market performance
Table 8-18: 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 8-19: Leading U.S. Kellogg brands: Mass-Market Sales Breakfast Cereals, 2006-2008 (percent value share)
Table 8-20: U.S. Mass-Market Sales of Special K and Special K Red Berries, 2008 (in millions of dollars and percent)
Financial performance
Table 8-21: Kellogg Company - Financial analysis, 2003-2007 (in millions of dollars and percent)
Innovation
Product development
Figure 8-12: Kellogg New Product Launches, 1998-2007
Table 8-22: Kellogg - New Product Development by Category Product and
SKU data, 1998-2008
Packaging innovations/trends
Corporate social responsibility
Marketing communications
Interactive marketing
Sponsorships
Kraft profile.
Overview
History
Three-year turnaround strategy (2006-2009)
International presence
Localizing marketing strategy
Ten brands in ten markets
Market performance
Table 8-23: U.S. Mass-Market Sales of Kraft Philadelphia (brick, soft, whipped), 2003-2008 (in millions of dollars and percent)
Table 8-24: U.S. Mass-Market Sales of Oscar Mayer (sliced luncheon meat),
2003-2008 (in millions of dollars and percent)
Table 8-25: U.S. Mass-Market Sales of Nabisco Oreo Cookies, 2003-2008 (in millions of dollars and percent)
Financial performance
Table 8-26: Kraft financial analysis: Net revenues and operating income, 2003-2007 (in millions of dollars and percent)
Product development
Figure 8-13: Kraft New Product Launches, 1998-2007
Health and wellness
The king of convenience
Premium taste
Table 8-27: Kraft - New Product Developments by Category Product and
SKU data, 1998-2007
Corporate social responsibility
Marketing communications
Online marketing
Sampling & events
Education and information
Nestlé
Overview
History
International presence
Figure 8-14: Nestlé: Revenue by key business unit, 2007 (percent)
The creation of a global multifocal organisation
Market performance
Figure 8-15: Nestlé: Revenue by product group, 2007 (percent)
US market performance of selected brands
Table 8-28: U.S. Mass-Market Sales of Nescafé Tasters Choice Instant Coffee, 2003-2008 (in millions of dollars and percent)
Table 8-29: U.S. Mass-Market Sales of Nescafé Clasico Instant Coffee, 2003-2008 (in millions of dollars and percent)
Table 8-30: U.S. Mass-Market Sales of Friskies Fancy Feast Wet Cat Food, 2003-2008 (in millions of dollars and percent)
Financial performance
Table 8-31: Nestlé financial analysis: Net revenues and operating income, 2003-2007 (CHF million and percent)
Innovation and renovation
Product developments
Figure 8-16: Nestlé New Product Launches, 1998-2007.
Table 8-32: Nestlé - New Product Developments by Category Product and SKU data, 1998-2008
Beverages
Confectionery
Infant Nutrition
Healthcare
Dairy
Prepared dishes and cooking aids
Packaging innovation/trends
Corporate social responsibility
Marketing communications
Interactive marketing
Sponsorships
Wm Wrigley Jr Company (Mars Inc)
Overview
Figure 8-17: Wrigley Sales Revenue by Geography, 2007 (percent)
International presence
China
Russia
India
Market performance
Table 8-33: U.S. Mass-Market Sales of Wrigley’s Extra Sugarless Gum, 2003-2008 (in millions of dollars and percent)
Table 8-34: U.S. Mass-Market Sales of Wrigley’s Eclipse Sugarless gum, 2003-2008 (in millions of dollars and percent)
Table 8-35: U.S. Mass-Market Sales of Wrigley’s Orbit Sugarless gum, 2003-2008 (in millions of dollars and percent)
Financial performance
Table 8-36: Wrigley financial analysis: Net revenues and operating income, 2003-2007 (in millions of dollars and percent)
Retail expertise
Innovation-led
Figure 8-18: Wrigley New Product Launches, 1998-2007
Table 8-37: Wrigley - New Product Developments by Category Product and SKU data, 1998-2008
Product development
Packaging innovations
Corporate social responsibility
Marketing communications
Interactive marketing
Sponsorships

Chapter 9: Future Challenges
Highlights
Accelerating pace of change
Figure 9-1: Key issues driving the food and beverage industry forward
Economic downturn to continue into 2009
Health concerns will play a more dominant role in strategy
Convenience
Figure 9-2: Which of these aspects of packaging would you be prepared to give up if it meant that it would benefit the environment? (percent of global respondents, based on a global average)
Creating stronger global entities
Table 9-1: 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
 
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