The world’s strongest global brands are those that understand and respond to local needs, according to Josep Montserrat, global CEO of Kantar Worldpanel, a world leader in consumer knowledge and insights based on continuous consumer panels.
He was citing the first-ever worldwide ranking of global brands, the “Kantar Brand Footprint Report”, which reveals the strength of brands in 32 countries, across the food, beverage, health and beauty and homecare sectors. It uses an insightful new metric called “Consumer Reach Points”, which, for the first time, measures how many households around the world are buying a brand or its penetration , and how often – or the number of times shoppers acquire the brand.
“This unique calculation of penetration and frequency helps FMCG manufacturers to clearly understand their global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities,” he said.
Montserrat went on to say that strong brands have the ability to reach the most remote consumers in rural areas of emerging markets by building larger distribution networks, however it is important to note that brands still have room to recruit more shoppers in new geographies, targets and segments or on fresh occasions.
“To achieve significant household penetration locally, a global brand must know its consumers intimately, and not impose the brand’s home culture on the local market. Our insight reveals that global brands that aim for growth, excel in four key areas; being global, agile, available and across all categories.”
He said that Coca Cola, Colgate, Nescafe, Pepsi and Lifebuoy are named the top five from the global ranking of 50 brands, as revealed in the Worldpanel Brand Footprint Report for 2013.
“There are great untapped opportunities. Indeed, all brands still have plenty of room to recruit more shoppers in new geographies, new segments or on new occasions,” Montserrat concluded.
The four golden rules, according to Kantar Worldpanel’s Brand Footprint Report:
1. Be global. They have expanded their presence with a focus on penetration in larger, fast-developing countries – such as Indonesia and China. All having a consistent brand offer which brings economies of scale in production and marketing. There’s a new centre of gravity for brands: their resources and focus are shifting to emerging regions.
2. Be agile. They understand and respond quickly to local needs, innovating product content and packaging to appeal to different preferences, tastes, lifestyles, values, traditions, and demographics. They also adapt their portfolio to address the spectrum of consumers from those with lower incomes to those ready for a premium offer.
3. Be available. They build the best distribution networks that reach the most remote shoppers in rural areas of countries like India and Vietnam. They also make their products accessible to new consumer segments and through new and alternative channels; often combining traditional, rural and digital.
4. Be across categories. They diversify and extend their brand equity to new product ranges across categories and segments – a strategy which has proved successful for Dove in skincare and personal wash and Knorr in food, among others.
*Source: The Kantar Worldpanel 2013 Brand Footprint Report