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1、凯度：2015全球品牌足迹报告（2015BrandFootprintReport）AGlobalRankingoftheMostChosenConsumerBrands2015ThisyearwerevealthatgrowingFMCGbrandsfollowonesimplerule:growthisaboutpenetration–retainingandincreasingthenumberofshopperschoosingyourbrandBrandFootprintisthemostco
2、mprehensivestudyofFMCGbrandsacrosstheglobe,providingkeyfindingsfordrivinggrowthandsuccess.ThereportidentifiesgrowthbrandsusingourbespokemetricConsumerReachPoints(CRPs),whichhaspenetration–thenumberofbuyersofyourbrand–atitsheart.Growingpenetrationhasbeco
3、meastrategicgoalformanyCEOsofFMCGcompanies.Theyusethismetrictocommunicatetoinvestorsandthemarket,anditisoftenincludedinorganisationalobjectives.Ofthe11,000brandsanalysedinBrandFootprint2015,wesaw50%growwiththemajorityofthese(75%)expandingtheirpenetratio
4、nandthustheirCRPs.Itreallyisthatstraightforward.While50%wentdown,mostofthese(80%)lostbuyers/penetration.Thoughbrandsfaceevermorecomplexchallenges,theycansucceedbydoingsomethingbetterthantheydidthepreviousyear.Weexplorethesewinningstrategies,soyoucanadap
5、tthemtoyourownbrands,whatevertheirsizeandcontext.Thegoodnewsisthateverybrandhasthepotentialtoattractnewshoppers.Onlyonebrandintheworldhasaglobalpenetrationabove50%(seeGlobalRankingTop50,pages8-7><9).Toenableevenbetterunderstandingofbrandgrowth,thisyear’
6、sreportincludesmoreexpertcommentarythanever.Youwillhearfromglobalandregionalmarketingchiefofficersabouttheirgrowthstrategies(seeBrandLeadersSpeak,pages20-21).Thereisanincreasedfocus,too,onfuturetrendsbyKantarWorldpanelspecialists(seeWhat’sNext,pages42-4
7、3).Weinviteyoutoexplorethedatafurtheratthereport’senhancedmicrosite[.brandfootprint-ranking4>#ff66ff'>],whereyoucanalsoread20winningbrandcasestudies.Icongratulateeverybrandfeaturedinthisreportandhopeyouseeitasaroadmap,valuabletoyouwhennavigatingyourbran
8、ds’pathtogrowth.JosepMontserrat,CEO,KantarWorldpanelBrandFootprint:AroadmapforgrowthWhatcanwelearnfrombrandswinningatthemomentoftruth?08TheTop50andNext2013TheNextGeneration14Number1BrandsbyCountry17Focus:India20BrandLeadersSpeak2
