2019年全球品牌足迹报告_32页_6mb

Brand Footprint 2019 Summary

Core Content

Brand Footprint is a global ranking of the most chosen and fastest-growing consumer brands in the FMCG (Fast-Moving Consumer Goods) sector. This report, issued in May 2019, provides insights into brand performance across 49 countries, 5 continents, and over 21,400 brands, representing 72% of the global population and 85% of GDP.

Main Points

• Brand Growth Strategy: Brand growth is primarily driven by attracting new shoppers, especially for smaller brands. While frequency of purchase also plays a role, it is less effective than gaining new customers.
• CRP Metric: The report uses the Consumer Reach Point (CRP) metric, combining penetration and consumer choice, to measure brand success and growth.
• Global Market Trends: The FMCG market has slowed since 2018, with some regions like LATAM experiencing significant volume declines. Brands must adapt to changing consumer behaviors and market dynamics.
• Long-term Brand Success: Continuous growth is rare, with only four brands (Dettol, Dove, Nivea, and Vim) achieving growth in every edition of Brand Footprint. These brands are typically older and have a strong market presence.
• Online and E-commerce Impact: E-commerce remains a vital component of omnichannel strategies, and online-only rankings are reintroduced to reflect this.
• New Features: This edition introduces age-based analysis and an out-of-home brand ranking, highlighting how different demographics and consumption moments influence brand performance.

Key Insights

• Penetration Gains: Brands that achieve a 1% penetration gain in their markets tend to see strong growth. The median penetration gain in 2018 was 1.1%.
• Top 50 Global Brands: The top 50 brands in 2018 include a mix of established and emerging brands. Coca-Cola and Colgate remained in the top spots, while Kinder and Nivea showed significant growth.
• Brand Levers for Growth: The report outlines five strategic levers for growth:
  • More Targets: Expanding to new markets or demographics.
  • More Presence: Increasing brand availability in more locations.
  • More Categories: Diversifying into new product categories.
  • New Needs: Creating new categories or addressing unmet consumer needs.
  • More Moments: Being relevant in multiple consumption occasions.

Case Studies

Grupo Bimbo

• A global leader in baked goods, Grupo Bimbo is one of the top 20 most chosen brands worldwide.
• The company emphasizes long-term planning and performance, focusing on quality and freshness.
• It continues to innovate and expand, particularly in its 'crown jewels'—its most successful products in key markets.
• Bimbo's strategy involves learning from best practices in successful markets and replicating them in others.

Dove

• Dove is one of the few brands to achieve consistent growth across all editions of Brand Footprint.
• The brand's success is attributed to its strong brand purpose, transparency, and commitment to values.
• Dove continues to differentiate itself by engaging with consumers and leveraging partnerships.
• It focuses on re-expressing its core values and maintaining brand affinity.

Kinder

• Kinder achieved the joint-largest penetration gain in 2018, gaining 18.5 million new shoppers.
• The brand's success is due to its focus on innovation, especially with the launch of Kinder Joy in the US.
• Kinder's strategy includes expanding into new markets and categories, such as biscuits and ice cream.
• It is a family-oriented brand that emphasizes the importance of small, enjoyable portions in a varied diet.

Methodology

• The report combines data from multiple sources, including Kantar, GfK, IRI, Intage, and CTR.
• The CRP metric is used to assess brand performance, with data collected from over 40 countries.
• The report includes detailed rankings for online, out-of-home, and local markets, along with insights from brand leaders.

Conclusion

Brand Footprint 2019 highlights the importance of agility, long-term planning, and strategic brand management in the FMCG industry. It underscores the need for brands to continuously attract new shoppers, adapt to changing consumer behaviors, and leverage new market opportunities. The report serves as a guide for marketers, retailers, and manufacturers to understand global and local trends and make informed decisions for brand growth.