Mugesh Devasena Ravichandran’s Post

𝗧𝗵𝗲 𝘄𝗼𝗿𝗹𝗱’𝘀 𝗻𝗶𝗻𝗲 𝗹𝗮𝗿𝗴𝗲𝘀𝘁 𝗯𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿 𝗺𝗮𝗱𝗲 𝘂𝗽 𝘁𝗼 $𝟴𝟴 𝗯𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗻 𝗯𝗿𝗮𝗻𝗱 𝘃𝗮𝗹𝘂𝗲 𝗶𝗻 𝟮𝟬𝟮𝟰 The top 3 brands (Coca-Cola, PepsiCo, and Red Bull) command 67% of the total value among these nine brands, highlighting extreme market concentration. Coca-Cola's $33.5B value is nearly double its nearest competitor, PepsiCo ($18.3B), demonstrating its exceptional brand equity and market dominance. What's particularly interesting is the energy drink segment's strong showing, with Red Bull ($6.9B) and Monster ($6.8B) claiming the 3rd and 4th positions. This, in my opinion, reflects the significant growth and premium positioning of the energy drinks category, outperforming traditional carbonated soft drinks like Dr Pepper ($4.4B) and Sprite ($4.2B). From a portfolio perspective, PepsiCo appears three times in this ranking (Pepsi, Gatorade, Lipton), showing strong diversification across beverage categories - from carbonated soft drinks to sports drinks. This multi-brand strategy helps hedge against changing consumer preferences and maintains their competitive position against Coca-Cola's dominance. In our opinion, these brand valuations suggest two key strategic imperatives for CPG brands: building category-leading positions (like Red Bull in energy) and maintaining diverse portfolio strategies (like Coke and PepsiCo) to capture evolving consumer preferences. 𝗝𝗼𝗶𝗻 𝟭𝟬,𝟴𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝗳𝗼𝗹𝗹𝗼𝘄 𝘁𝗵𝗲 ecommert® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 👇 About ecommert We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. Our expertise spans e-channel strategy, retail media optimization, and digital shelf analytics, ensuring smarter and more efficient operations across B2C, eB2B, and DTC channels. #CPG #FMCG #brands #growth #strategy The Coca-Cola Company PepsiCo Red Bull Monster Energy Nestlé Nestlé Nespresso SA Keurig Dr Pepper Inc. Unilever Procter & Gamble Church & Dwight Co., Inc. The Clorox Company Colgate-Palmolive Beiersdorf Henkel RoC Skincare The Estée Lauder Companies Inc. Shiseido Kellanova Kellogg Company General Mills Starbucks Kenvue Mars Ferrero Mondelēz International Reckitt Coca-Cola Europacific Partners Coca-Cola HBC Coca-Cola CCI Coca-Cola FEMSA illycaffè Lavazza Group Lavazza JDE Peet's

Why Companies Build Multiple Brands in a Single Industry Strategy: 1. Target Diverse Consumers: Different brands cater to various needs and price points. 2. Maximize Market Share: More brands mean more shelf space and visibility. 3. Reduce Risk: A diverse portfolio spreads risk. 4. Enhance Loyalty: Different brands build loyalty among specific groups. 5. Foster Innovation: Allows for experimentation without risking the main brand. Examples: Hindustan Unilever: Detergents: Wheel, Rin, Surf Excel Soaps: Lux, Ponds, Pears, Dove Yum! Brands: Fast Food: KFC, Taco Bell, Pizza Hut These companies use multi-brand strategies to dominate their markets and stay resilient. What do you think about multi-brand strategies? #BrandMarketing #MultiBrandStrategy #MarketShare #Innovation

🚀I recently had the opportunity to work on a market research assignment focusing on the FMCG Food & Beverages sector. This experience gave me practical insights into how brands operate in a highly competitive market while catering to diverse customer needs.📊 🔑 Key Observations: Consumer Preferences: Health-focused products, like low-fat snacks and sugar-free beverages, are on the rise. Sustainability Matters: Brands investing in eco-friendly packaging and value packs are resonating with modern shoppers. Brand Loyalty: Established names like Maggi and Oreo maintain strong customer trust, while newer brands are innovating aggressively to capture attention. 🛒 Retail Insights: Promotions & Pricing: Seasonal discounts and competitive pricing are significant factors driving customer decisions. Product Placement: Visibility on shelves is a powerful tool that influences impulse buying. 📊 Key Learnings: Competitor Positioning: Understanding how brands differentiate themselves through product innovation, USPs, and targeted advertising. Pricing Strategies: Balancing premium product pricing with competitively priced options to cater to various segments. Consumer Behavior: The impact of health trends, regional flavors, and traditional choices on purchasing patterns. 💡 This assignment reinforced my understanding of the FMCG industry and its dynamics. I am incredibly grateful to my mentors and peers who guided me throughout this journey. #FMCGInsights #MarketTrends #ConsumerBehavior #Marketing #RetailStrategies #PGDMJourney #FoodAndBeverages!

Dive into the extensive range of brands under PepsiCo’s umbrella. From iconic snacks to refreshing beverages, PepsiCo’s portfolio is integral to our everyday moments. Knowing which brands are owned by PepsiCo sheds light on the company's market strategy and brand influence. This understanding provides crucial insights into the company's growth trajectory and competitive positioning. Explore more as we reveal the brands that make a difference. 🍹🍟 #WhoOwnsWhat #BrandOwnership #PepsiCo #MarketInsights #InvestmentOpportunities

Hey CPG brands! 👋 Want to get your products into the right hands (and mouths!) and become the must-have choice for consumers? Traditional product sampling is outdated – wasteful, ineffective, and leaves brands in the dark about their campaign’s impact. That’s where digital sampling comes in. From food and drink to petcare and home, we’ve partnered with the world’s biggest CPG brands – like Mondelēz International, Unilever and Nestlé – to drive sales, boost brand loyalty and stay top of mind in a crowded market. And we’ve got the data to prove it. 📈 Here’s a sneak peak at some of our favorite CPG success stories to date. 👇 Want a deeper look at how we’re helping CPG brands like yours dominate the market? Head on over to https://lnkd.in/eYuEBXVp #cpg #cpgmarketing #productsampling #digitalsampling #digitalmarketing #ecommerce

From Targeted Promotions to Tailored Packs: Colgate-Palmolive, P&G, and PepsiCo Respond to Consumer Shifts Consumers are largely prioritizing value in today’s CPG landscape, but how can companies deliver differentiated products and services when the definition of value keeps changing? As Sally Lyons Wyatt, Circana global EVP and chief CPG and foodservice advisor, told CGT earlier this year, “Price and value can mean different things to different people.”  Colgate-Palmolive, P&G, and PepsiCo have all recently pointed to heightened consumer awareness of value in the U.S. market, according to recent earnings calls, responding with analytics-driven promotion strategies, adjusted price pack architecture, and new ways of communicating differentiated value. Source- https://lnkd.in/ezxhUvEA

We continue our look at brand growth between 2019 and 2023 – where do we find the winners and losers? Comparing the 2015-2019 and 2019-2023 period, we see that the categories where the top 15% winning brands play has remained stable: a small decline in the share of food brands while share of beverage brands increase. In contrast, the top 15% of losing brands show a bigger change in categories: more personal care brands saw a market share drop and fewer household care brands featured in this group than in the previous four-year period. Are big or small brands more likely to win? Read more here to find out: https://lnkd.in/dCcKcgCa #brandgrowth #brandstrategy #consumerinsights

Top Brands of Q1 2024: A Surprising Mix! Curious about which brands captured consumer attention in the first quarter of 2024? Look no further! Based on data from YouGov BrandIndex, a leading brand tracker, here's a recap of the most talked-about brands in each month: January: The Post Office Ltd and Fujitsu takes the crown! For obvious reasons February: The Body Shop takes focus for calling in administrators in February and closing 75 stores! March: Sweet treats reign supreme! With Easter festivities, it's no surprise that Cadbury UK's Creme Eggs and the broader Cadbury brand dominated March conversations. This mix of essential services, personal care, and seasonal treats highlights the diverse range of brands that can capture consumer attention. What are your thoughts? Did any of these surprise you? Share your thoughts on the brands that resonated most with you in Q1! #YouGovBrandIndex #Q1Recap #TopBrands #ConsumerInsights

"Trust your gut”, they say. However, when it comes to consumer insights, gut feeling and market reality usually don't align. 🫣   When rum sales declined in Switzerland, Pernod Ricard had to make some important decisions about their premium Havana Club brand. Instead of making assumptions, they turned to their most valuable asset: their shoppers. Together, we combined internal data with shopper views that brought eye-opening insights that challenged internal perspectives.💡   This case proved how even the most experienced teams benefit from challenging their assumptions with solid shopper insights. As Giordano Diamanti, Head of Revenue Growth Management at Pernod Ricard Swiss, puts it: "No matter how well we know our brands, we still need to challenge our assumptions from time to time by listening to consumers."    Read the case study at https://lnkd.in/dzuBb82S #WisdomThatCounts #ConsumerInsights #BrandEquity #PricingStrategy #DataDrivenDecisions #Conjoint #Valuebasedpricing

Which CPG brands are winning with US consumers in 2024? YouGov’s 2024 CPG rankings report finds that Dawn, Kraft Food, and Gatorade are a few of the most considered CPG brands in the US. 🔍 Download the report to discover which other CPG brands have high purchase consideration scores with US consumers: https://okt.to/BY7Eca