Procter & Gamble and Wal-Mart Stores again top Cannondale Associates’ PoweRanking survey for the sixth straight year.
The annual survey asks retailers and packaged goods manufacturers to rate each other on execution at retail, innovation (including new products) and a handful of other criteria. P&G ranked highest, rated the top CPG by 43% of retailers, a 5% increase from 2003. Wal-Mart was rated No. 1 by nearly 75% of manufacturers, a 1% decline from 2003.
Retailers said P&G has the clearest strategy, most important brands, most innovative marketing approach, most helpful consumer data and best category management. Kraft Foods (No. 2 overall) took top marks for best combination of growth and profitability (cited by 33% of retailers) and best sales force and customer teams (cited by 33% again).
Rounding out the top 10 CPGs were: General Mills, Nestlé, Pepsi-Cola, Unilever HPC, Coca-Cola, ConAgra, Frito-Lay and Campbell Soup Co.
“The innovation curve was particularly strong for non-foods companies. On the food side of the business, execution was the fundamental that retailers identified as separating the better companies from the rest,” said Cannondale Partner Ken Harris in a statement.
Wal-Mart took top marks for clearest strategy, best job of branding its stores, best retailer with which to do business, best category management and best buying teams. Grocer HEB was cited for most innovative consumer marketing and merchandising (named by 38% of retailers) followed by Wegmans (35%), Target (34%) and Wal-Mart (27%).
The top 10 retailers were: Wal-Mart, Target, Kroger, HEB, Publix, Costco, Wegmans, Walgreens, Safeway and Meijer.
Packaged goods marketers named 10 chains that are likely to be power retailers in 15 years: Wal-Mart (cited by 97%), Kroger (47%), Target (36%), Costco (27%), Walgreens (15%), Dollar General (10%), Safeway, Albertson’s, Publix and Ahold (all less than 8%).
Wilton, CT-based Cannondale surveyed 300 retailers and manufacturers for the 2004 PoweRanking report. The marketing consultancy, which was acquired earlier this month by WPP (Xtra Nov. 9), has conducted the study annually since 1997.
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