The Homa Files

Excerpted from Promo Magazine “Wal-Mart, P&G Still Tops for Marketing Strength: Survey” November 3, 2008

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Wal-Mart and Procter & Gamble still hold the top spots in the 2008 Cannondale Associates’ annual PoweRanking survey of both manufacturers and retailers. But their ratings…were lower than last year.

Respondents were asked to rate companies for their retail marketing competence on criteria, including clear company strategy, most innovative consumer marketing, and best store branding.

For the tenth year, Wal-Mart stood head and shoulders above the others… Among other Top Ten retailers only Kroger showed appreciable gains, boosting its rank by almost 5% to move into third place, behind Wal-Mart and Target… Walgreens hiked its composite ranking by 2.8% this year and filled out the Top Ten, right behind rival health and beauty vendor CVS…“This suggests that Wal-Mart’s low price strategy is resonating with consumers and manufacturers…It also suggests that Kroger’s strong showing in targeting its shoppers and shopper segments is paying dividends. Also, drug retailers CVS and Walgreens are effectively targeting consumers and delivering on programs.”

On the manufacturer side, four of the Top Ten moved up in standing this year, while…ConAgra, dropped out of the first rank altogether.Traditional  leaders P&G, Kraft and PepsiCo all saw their scores fall off this year. P&G’s popular vote dropped 4.2 points, although it still held the Number One slot. Kraft’s score drop of 0.3 points wasn’t enough to move it from the second slot…General Mills saw its score increase to grab the fourth spot. Meanwhile Nestle built its ranking up…and Clorox re-joined first-tier manufacturers after a two-year absence with a score increase of 1.7 percentage points.“General Mills has been given great credit for a re-focus on customer initiatives and wholly embracing the concept of working collaboratively with retailers to better develop business,’ …Nestle is being given credit for focusing on a health and wellness message that starts at the top.”“Retailers that excelled…have completed their own customer segmentation and begun to develop alternative store formats and merchandising platforms to address newly identified needs”…

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Full article:
http://promomagazine.com/retail/news/1103-walmart-pg-tops-marketing/

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