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Name the world's top packaged
goods companies off the top of your head.
Procter & Gamble Co., Unilever, Nestle
and Coca-Cola Co. would be a good start. All
are consumer goods juggernauts with an armory
of global brands, right?
Wrong.
At least according to ACNielsen, the respected
market researcher which has identified 43
billion-dollar-topping brands it believes
justify the prefix "global" (see
chart.) None belong to Unilever, the world's
top ad spender and the second biggest food
company.
By contrast, Procter & Gamble can lay
claim to five global brands, beaten only by
PepsiCo with six, and level with the Philip
Morris Cos. (including Kraft Foods). Coca-Cola
Co. has four. The other multiple global brand
owners are Nestlé, Kimberly-Clark Corp.,
Gillette Co. and Mars Inc., with two apiece.
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Topping the list are Coke and
Marlboro, with sales of more than $15 billion,
Pepsi with $5 billion-$15 billion, followed
by Budweiser, Campbell's, Kellogg's and Pampers
with sales of $3 billion-$5 billion.
The research, “Reaching the Billion Dollar
Mark - A Review of Today's Global Brands”,
was based on ACNielsen retail data from 30
countries, which together account for 90%
of the world's Gross Domestic Product.
For a brand to make the final 43, it had to
meet three main criteria. First, its cumulative
sales for the 12 months ending with 1Q 2001
had to be $1 billion or more. Second, it had
to have a measurable presence in each of the
four geographic regions of Latin America,
Asia/Pacific, North America and Europe/Middle
East and Africa. Lastly, sales outside its
home market had to account for at least 5%
of its global sales value.
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