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Reaching theBillion Dollar Mark

A Review of Today’s Global Brands

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Executive News Report from ACNielsen Global Services September 2001

Reaching the Billion Dollar Mark

A REVIEW OF TODAY’S GLOBAL BRANDS

Table of Contents Global Summary Regional Findings The Brands Methodology The information contained in this report has been collected from ACNielsen Marketing Information groups in 30 countries around the world. For questions or to obtain more detailed information by country, please contact your local ACNielsen Global Services representative or contact Clare Nishikawa at [email protected] The information contained in this report is not to be used with sources outside of your company without the express written permission of ACNielsen Global Services.

Copyright © 2001 ACNielsen

Executive News Report from ACNielsen Global Services September 2001 – Global Summary 1 of 4



Global Summary The ACNielsen Global Brand Report identifies those brands that have sales over a billion dollars as well as a geographic presence in all of the major regions of the world. The study findings are based on data from thirty countries, and although one may question if this is truly a global study with only thirty countries represented, these key markets account for 90% of the world’s gross domestic product (GDP) and are spread across all of the core geographic regions. Over two hundred brands were researched for this study. One of the key findings of the study is that of the 200 plus brands researched only 43 brands actually met the criteria of having a global presence in each region and having over a billion dollars in sales. If the requirement for geographic reach had not been included a number of additional brands would have made the list. Even among the 43 brands chosen, most had the largest concentration of sales in their region of origin. To be part of the global brand list, a brand needed to have not only geographic presence across all of the regions, but it must have had at least 5% of its sales outside of its home region. Overall, most of the brands had a high concentration of sales in either North America or Europe (62% on average). For three brands, both North America and Europe had equal predominance (Gillette, Pedigree and Always). The 43 brands on the list represent 23 global manufacturers and a total of over $125 billion in sales. Due to the fact that no one measure can include all channels of consumer purchasing, this study is heavily weighted towards purchases from retail stores and excludes purchases in such outlets, for example, as restaurants or bars. Although the list of brands may not be all-inclusive due to coverage limitations, it does provide a significant look into the globalization of our consumer brands.



A REVIEW OF TODAY’S GLOBAL BRANDS Beverages Are Number One Not surprising to any global traveler, the category with the most billion dollar global brands was the beverage category. Nearly a third of the brands included in the final list (13 of the 43) were some type of beverage, including five carbonated beverages, two juice brands, one sports drink, two coffee brands and three beer brands. Although local taste preferences may be accommodated by different product formulations distributed under the same brand name, essentially consumers around the world are all drinking variations of these same brands. The total Coca-Cola brand was number one among Beverages at well over $15 billion in sales, with its two sub-brands, Coca-Cola and diet Coke, having more than a billion dollars in sales in their own right. Pepsi and its associated sub-brands, Pepsi and Diet Pepsi (including Pepsi Light, Pepsi Max and Pepsi One) ranked as the number two beverage brand. Snack Foods and Pet Foods Each Have Three Although no other single food group had as significant a number of brands included as the Beverage category, there were three snack foods that stood out with over a billion dollars in global sales (Pringles, Lay’s and Doritos). Soup, Cereal, Yogurt, Cheese, Chewing Gum, and Chocolate all had one brand each on the list. Pet Foods were represented by a dog-food brand (Pedigree), a cat-food brand (Whiskas) and a brand that caters to both cats and dogs (Friskies). Tobacco Brands Have Strong Presence Four tobacco brands had a significant global presence and met the billion dollar criteria: Marlboro, Benson & Hedges, Camel and L&M. Like the Beverage category, although local formulations may differ, consumers in every region are smoking these common brands.



A REVIEW OF TODAY’S GLOBAL BRANDS A Mix of Categories Of the remaining fourteen brands, no one category emerged as dominant, with 12 categories each having representation. Both the Battery category (with Duracell and Energizer) and the Diaper category (with Pampers and Huggies) each had two brands on the list. In the area of hair care, two billion dollar global brands emerged, Pantene in the category of Shampoo & Conditioners and L’Oreal in the Colorants category. Other categories with billion dollar brands included Moisturizers & Cleansers – Nivea; Toothpaste – Colgate; Facial Tissues – Kleenex; OTC Pain Remedies – Tylenol; Film – Kodak; Blades and Razors – Gillette; and Sanitary Protection – Always. Interestingly enough, there was only one household product on the list, Tide Laundry Detergent. Although manufacturers market similar household and cleaning products around the world, they are often marketed under different brand names. Eight Manufacturers Dominate the List Of the 23 manufacturers that are responsible for the marketing of these 43 billion dollar global brands, eight had more than one brand on the list. PepsiCo had the most brands with six (when including 7-Up, which is distributed by Cadbury Schweppes in the U.S.). Procter & Gamble and The Philip Morris Companies (including Kraft Foods) each had five brands. The Coca-Cola Company had four brands. Kimberly-Clark Corporation, The Gillette Company, Mars and Nestlé each had two brands included. In the Tobacco category, although Marlboro and L&M are definitely Philip Morris brands, the other two brands both have some type of multi-company relationship. British American Tobacco, Philip Morris and Gallaher, for example, all have an interest in Benson & Hedges, and both RJReynolds and Japan Tobacco distribute Camel (depending on the country). As mentioned earlier, the 43 brands reported in the study accounted for over $125 billion dollars in sales. Nearly three-quarters of these sales were attributable to the eight manufacturers with multiple brands on the list.



A REVIEW OF TODAY’S GLOBAL BRANDS Growth Among Global Brands - Inconsistent The growth across the 43 brands over the last two years shows little consistency. Perceived healthy products (such as juice, sports drinks and yogurt) have experienced double digit growth over the last two years. On the other hand, the snack food entries of Lay’s and Doritos, as well as Wrigley’s gum also showed significant growth. In the health and beauty care area Nivea’s growth was also high in the most recent year-over-year comparison. Few other brands have experienced this type of double-digit growth. One reason may be that we have looked at a consistent set of 30 countries across the three years and have not included new country expansion beyond these 30 borders. In Summary Although there is a proliferation of brands on the market, what this study illustrates is that there are a relatively few number of brands that one can truly call “global”. The definition used in this study, some might call too liberal because of the requirement for only 5% of sales outside of the home region, while others might call it too restrictive due to the fact that the brand needed to have a presence in each region. Overall, the beverage companies appear to be the most ahead on the globalization curve, both in the number of global products and in the magnitude of sales. The tobacco companies also have a significant number of global brands on the list (4 out of 43). Although growth across the 43 brands is on average less than 10%, eight of the 43 brands have experienced double-digit growth in the most recent year. Again, the growth picture may be somewhat understated as we are using a consistent country set for our year-over-year comparisons.

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Executive News Report from ACNielsen Global Services September 2001 – Regional Findings 1 of 3



Regional Findings Sales in Regions Closely Follow Global Findings Looking at the 43 global billion dollar brands within each of the four regions (North America, Latin America, Asia Pacific, and Europe, Middle East & Africa), we see that the regional sales of the global brands closely follow the global findings. For example, in each of the four regions, Coca-Cola and Marlboro were consistently the top two brands of the forty-three brands studied. North America & Europe Are the Largest Markets One key finding mentioned in the Global Summary is that all of the brands included in the global list had their largest markets in either North America or Europe, Middle East & Africa. Three of the 43 brands were equally strong in the two regions (Gillette, Pedigree, and Always). This is not surprising considering the fact that of the countries included in the report, North America accounts for 32% of the world's GDP and Europe 33%. Asia and Latin America represent 20% and 5% respectively. Regional Differences Although the global findings are fairly consistent across the regions, below is a summary of some of the regional variations. Europe, Middle East & Africa (Twenty countries) • Of the brands on the list, Europe, Middle East and Africa is the dominant

region for 16 of the global brands. • Eight of these brands have at least 70% of their sales within the region:

Benson & Hedges, Guinness, Heineken, Kinder, L&M, Nivea, Whiskas, Camel.

• Guinness Beer (country of origin: Ireland) and Kinder Chocolate (country of origin: Italy), each had over 90% of their sales within Europe.

• On the opposite end of the spectrum, Tylenol is in only a handful of countries

in Europe and plays a relatively minor role in the region.



A REVIEW OF TODAY’S GLOBAL BRANDS North America (Two countries) • North America is the dominant region for 24 of the global brands on the list.

• Eleven of these brands have at least 70% of their sales within the region:

Budweiser, Campbell’s, Gatorade, Kodak, Kleenex, Lay’s, Maxwell House, Minute Maid, Tide, Tropicana, Tylenol.

• Three brands had over 90% of their sales in North America (Campbell's Soup, Tide Laundry Detergent, and Tylenol Pain Remedies).

• Within categories, we do see some strong regional preferences. For example, Maxwell House ranks higher than Nescafé in North America. In Europe, Asia Pacific and Latin America, the picture is reversed.

• As detailed in the report, an element of the criteria to be included in the global report was that in addition to having a presence in each region, more than 5% of a brand's value sales had to be outside of the home market. If this 5% criteria had not been included, several other strong North American brands would have made the list (e.g. Enfamil Infant Formula and Mountain Dew Carbonated Beverage).

• Kinder Chocolate and L&M are strongly European, and although they have a presence in North America, they do not play any major role in the market.

• Fanta Carbonated Beverage is somewhat unique. Although in three of the four regions the carbonated beverage has a strong presence (within the top five global brands), the brand does not have any significant presence in North America.



A REVIEW OF TODAY’S GLOBAL BRANDS Asia Pacific (Five countries) • Of the 43 brands that made the list, none originated in this region.

• As mentioned above, Nescafé had a strong presence in Asia Pacific as one

the top five brands in the region. Over thirty percent of its sales are in this region.

• P&G's Always product plays a fairly insignificant role in Asia Pacific as another similar P&G product is marketed under the brand name Whisper. L&M also has a fairly small presence in this region.

• In addition, as with Europe, Tylenol has a fairly insignificant presence in Asia Pacific.

Latin America (Three countries) • Gillette's Razors and Blades brand has a strong presence in Latin America

and in fact, is one of the top five global brands in the region.

• Carbonated beverages rated high in this region. This is not surprising since Mexico has one of the highest per capita consumption of carbonated beverages around the world.

• One of the most significant findings regarding Latin America is that a number of global brands (Maxwell House, Minute Maid and Tide) although present, were significantly under developed.

• Although globally Benson & Hedges is larger than L&M tobacco products, in

Latin America, L&M has a larger presence.


Executive News Report from ACNielsen Global Services September 2001 – The Brands 1 of 11

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The Brands

99- 00 00 - 01

Total Coca-Cola (30) + + Europe, Middle East & Africa Coca-Cola (Regular)**

diet Coke/Coca-Cola light** Marlboro (25) ++ ++ Europe, Middle East & Africa

Marlboro (Regular)** Marlboro Lights**

Total Pepsi (30) + + North America Pepsi (Regular)**

Diet Pepsi/ Pepsi Light** Budweiser (25) Beer +++ ++ North America Campbell's (21) Soup - ++ North America Kelloggs (27) Cereal - + North America Pampers (27) Diapers - - Europe, Middle East & Africa Benson & Hedges (21) Tobacco - - Europe, Middle East & Africa Camel (24) Tobacco + ++ Europe, Middle East & Africa Danone (25) Yogurt ++ +++ Europe, Middle East & Africa Fanta (29) Carbonated Beverages + ++ Europe, Middle East & Africa Friskies (24) Pet Food + + North America Gillette (29) Blades & Razors +++ + North America & Europe Huggies (25) Diapers +++ + North America Nescafe (29) Coffee + + Europe, Middle East & Africa Sprite (30) Carbonated Beverages + + North America Tide (11) Laundry Detergent + + North America Tropicana (17) Still Beverages +++ +++ North America Wrigley's (27) Chewing Gum ++ +++ Europe, Middle East & Africa Colgate (29) Toothpaste ++ ++ North America Duracell (28) Batteries +++ - North America Heineken (26) Beer ++ ++ Europe, Middle East & Africa Kodak (13) Consumer Films ++ + North America L&M (18) Tobacco - + Europe, Middle East & Africa Lay's (22) Chips & Snacks ++ +++ North America Pedigree (25) Pet Food + + North America & Europe Always (22) Sanitary Protection + - North America & Europe Doritos (20) Chips & Snacks ++ +++ North America Energizer (28) Batteries +++ + North America Gatorade (22) Sports Beverages +++ +++ North America Guinness (23) Beer + + Europe, Middle East & Africa Kinder (28) Chocolate - - Europe, Middle East & Africa Kleenex (26) Facial Tissue + ++ North America L'Oreal (27) Colorants +++ ++ North America Maxwell House (19) Coffee ++ + North America Minute Maid (16) Still Beverages +++ +++ North America Nivea (29) Moisturizers & Cleansers + +++ Europe, Middle East & Africa Pantene (30) Shampoo & Conditioners + + North America Philadelphia (25) Cheese ++ + North America Pringles (30) Chips & Snacks ++ - Europe, Middle East & Africa Seven-Up/ 7-Up (30) Carbonated Beverages + - North America Tylenol (9) OTC Pain Remedies + + North America Whiskas (24) Pet Food ++ ++ Europe, Middle East & Africa * Brands are in alphabetical order within each range ** Subbrands which independently meet the Global Billion Dollar mark *** Growth Rates: +++: ≥10%; ++: 5 - 9%; +: 0 - 4%; -: < 0%

$1 - 1.5 billion

$5 - 15 billion

Largest Market

Tobacco

Over $15 billion

Brand* ( # of Countries Included

30 Maximum) Growth Rates***

$1.5 - 2 billion

$2 - 3 billion

Carbonated Beverages

Segment

Carbonated Beverages

$3 - 5 billion

Sales YE Q1 2001

( in constant US $)


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The Brands by Category (In Alphabetical Order within Category)

Beverage Brands: Carbonated Beverages

COCA-COLA “Coke is it”… as one of the number one beverage company’s tag line states, the Coca-Cola brand continues to dominate the inte rnational beverage market. With a number of popular sub-brands (including diet Coke or Coca-Cola light), the Coca-Cola brand has expanded to bring new variety and flavor into the global marketplace.

FANTA A bright orange can, a sparkling fruit drink, Fanta is a recognizable brand in Europe and is beginning to increase distribution again into North America. Although orange is the most popular flavor, Fanta offers a number of different fruit and citrus variations for the consumer. Owned and operated by The Coca-Cola Company, Fanta is yet another strong brand of the world’s most powerful soft drink manufacturer.

PEPSI “The Pepsi Challenge” has been an ongoing crusade as the number two beverage constantly battles its number one rival Coca-Cola. From a pharmacist’s drugstore in 1898, Pepsi, with its significant subbrands of Diet Pepsi and Pepsi Max, has grown to become a formidable brand in the soft drink market, and a successful and recognizable brand around the world.

SEVEN-UP Although no one quite seems sure about how the name came about, there is no disputing that 7-Up has become a powerful global brand. Owned by Cadbury Schweppes in the U.S. and by Pepsi throughout the rest of the world, the clear refreshing taste of 7-Up is appreciated by people everywhere.

SPRITE If you were to “Obey your thirst”, as the advertising campaign promotes, The Coca-Cola Company would have you drinking yet another of their successful global brands. Sprite, a clear lemon-lime flavored carbonated beverage is a popular alternative to the colas.


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A REVIEW OF TODAY’S GLOBAL BRANDS Still Beverages GATORADE In 1965 the University of Florida Gators football team required a drink so, through University research, Gatorade was born. Targeting the high- energy sporting market, Gatorade is a thirst quenching drink that helps replenish bodily nutrients and re-hydrate the active athlete. Originally owned by Stokely-Van Camp, then the Quaker Oats Company, and now PepsiCo, Gatorade is the original and the most widely known sports drink globally.

MINUTE MAID Fresh, concentrated, or in a drinking box – juices have taken on many forms. Minute Maid supplies them all. From orange and apple to lemonade, Minute Maid lets you know that they take the freshest fruit from the tree straight to your glass. With new formulations such as orange juice with Calcium and Minute Maid Premium Extra (extra Vitamin C, E and zinc), The Coca-Cola Company brings us another global beverage brand.

TROPICANA Tropicana has a range of products from the freshly squeezed Pure Premium sub-brand (with additional options of pulp and vitamin-C) to the wide variety of juices from concentrate like Season’s Best. Tropicana has been a division of PepsiCo since 1998, and has built a successful global brand of natural and refreshing fruit juices and drinks. Beer

BUDWEISER Well known for the most creative of commercials, the Anheuser-Busch brand Budweiser, along with its sub-brand Bud-Light, has garnered itself a significant place in the world of global brands. Since its introduction in 1876 Budweiser today has a clear dominance of the North American market. Now available in more than 70 countries, Budweiser is working hard to make the same in-roads into the international arena.

GUINNESS Although many global consumers use the phrase “bottle of beer”, those who drink Guinness, especially in their home country of Ireland, are most likely asking for a pint. Guinness is owned by Diageo (the result of a 1997 merger between Grandmet and Guinness). Although mostly renowned in Europe, Guinness is e ffectively branching into the global marketplace.


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HEINEKEN Often recognized for its green can or bottle, Heineken can be spotted in more than 170 countries around the world. It was in 1592, in Amsterdam, the Netherlands, that the seeds of the Heineken Empire were first planted. Today, Heineken is one of the three beer brands most recognized around the world.

Coffee MAXWELL HOUSE From the aroma of freshly brewing coffee, to the first taste, all the way to the final sip, Kraft says that Maxwell House coffee is “Good to the last drop”. In 1892 in Nashville, Tennessee, the coffee received its first honor when a hotel owner decreed to serve only Joel Cheek’s special blend on its premises. The hotel was the Maxwell House Hotel, and a global brand was born.

NESCAFÉ After years of research, it was in the 1930’s that Nestlé developed the ability to create a great tasting cup of coffee by simply adding water. With the invention of freeze dried in 1965 and the coffee granule two years later, today’s Nescafé (named from the combination of Nestlé and café) is the global instant coffee brand.

Tobacco Brands

BENSON & HEDGES Since its first launch in 1873, the success of Benson & Hedges is now in the hands of numerous companies. Together, Rothmans Benson & Hedges (Philip Morris owns 40%), Gallaher (who first introduced the brand to the UK market in the 1960s) and British American Tobacco (who distribute the brand to more than 80 countries), make Benson & Hedges one of the best known cigarette brands around the world.

CAMEL RJReynolds, founded in 1875, began its operation with chewing tobacco. The Camel brand, introduced in 1913, became the first nationally popular cigarette in the United States. Today, RJReynolds International, now known as Japan Tobacco International, sells the brand in more than 170 countries outside of the U.S.


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A REVIEW OF TODAY’S GLOBAL BRANDS L&M In 1998 Philip Morris extended their ownership of Liggett’s brand L&M from just international markets to include the United States. Although Europe is currently this tobacco brand’s largest market, with the introduction of a recent global advertising campaign, L&M is now building awareness around the world.

MARLBORO When one thinks of Marlboro, the images can vary from a cowboy on an open plain to a 200 mph racecar flashing by. Philip Morris has grown from a small tobacco shop in London, England (in the mid 1800’s) to having a global brand in Marlboro that is recognizable to smokers and non-smokers alike.

Chips & Snacks

DORITOS With Doritos, Frito-Lay satisfies the global consumer looking for a tortilla chip with a variety of flavorful options. Not only that, Frito-Lay has now introduced a product for consumers looking for a break from their standard, flat, two dimensional snacks, namely Doritos 3-D. Evolving since 1966, Doritos have made themselves recognizable around the globe.

LAY’S In 1938, Herman W. Lay forever changed his potato chip distribution company by buying the manufacturer of the potato chips he was selling and introducing the LAY’S brand. Twenty-three years later, H.W. Lay & Company would merge with Frito to create Frito-Lay Inc. From a reformulation in 1992 to make the LAY’S chip even better, to baked LAY’S and Wavy LAY’S, 25 countries now appreciate how far Herman’s original chip has come.

PRINGLES It's impossible to deny that Procter & Gamble have developed a very distinctive chip in the form of Pringles. With their perfect shape and cylindrical packaging, P&G have made the potato chip into an art form. Available in a number of different flavors, Pringles have nearly 80% of their sales in the North American and European markets.


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Pet Food

FRISKIES Originally developed and owned by Carnation, Carnation and their Friskies brand was bought by Nestlé in 1985 in order to introduce pet care into Nestlé's product line. Although best known for cat food in most countries Friskies also meets the needs of dogs with such sub-brands as Alpo.

PEDIGREE Pedigree products such as Pedigree Performance, Pedigree Lean and Pedigree Puppy are designed to target the various needs of different dogs. Available in cans, bags and Pedigree’s “Flavor-Lock” pouches, Pedigree effectively combines a variety of different foods in a variety of different forms. Pedigree, a division of Mars, Inc, has a strong presence in both North America and Europe.

WHISKAS Homestyle Favorites, Choice Cuts, Tender Morsels - Whiskas has a variety of different flavors and forms to satisfy even the most discriminating cat. Available in bags or cans and even the “Flavor-Lock” pouch, Mars, Inc.’s Whiskas brand of cat food has its largest presence in Europe.

Other Food Brands

CAMPBELL’S One of the most recognizable brands in the consumer soup market, the red and white can of the Campbell Soup Company has even graced the canvas in Andy Warhol’s famous painting. With new developments on the horizon targeting the time motivated, convenience oriented consumer, Campbell Soup has introduced a variety of new product and packaging alternatives.

DANONE When it comes to thoughts of healthy, nutritious foods, yogurt comes to mind to many consumers. Fresh dairy products are one of Danone’s specialties, and whether purchased as Danette, Dannon or Danino, Danone is the only global yogurt brand on our list.


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A REVIEW OF TODAY’S GLOBAL BRANDS KELLOGG’S Kellogg’s, and the giant red ‘K’, are synonymous with the early morning bowl of cereal that constitutes the first, and some say the most important, meal of the day. With Kellogg’s Cornflakes and Frosted Flakes leading the cereals in their global fold, Kellogg’s is today marketed in over 160 countries around the world.

KINDER It’s certainly not a surprise that kids love the famous Kinder Surprise. With a tiny toy inside, this little egg has worked its way around the world and has helped Kinder become a globally recognized brand. Owned by the confectionery company Ferrero SpA, Kinder brings the joy of chocolate in a variety of forms to kids and adults everywhere.

PHILADELPHIA It's been a long time since Philadelphia Cream Cheese was first introduced in 1880, a mere eight years after Cream Cheese was first invented. Named after the city that was renowned at the time for dairy products and great foods, Philadelphia Cream Cheese has been part of the Kraft family since 1928.

WRIGLEY’S The act of chewing gum has evolved from ancient times of tree resins, grasses and waxes. Originally selling soap, then baking powder, the Wm. Wrigley Jr. Company found their success in the form of a stick of chewing gum. Now the brand is available in a number of flavors and forms in over 100 countries.

Household Brands

TIDE Rapid Action Tabs, Deep Clean Liquid, Tide Kick – Laundry detergent has reached the modern age. Procter & Gamble’s Tide Laundry Detergent has a formulation to attack every stain, smudge or spill that has the nerve to find its way onto your clothes. Since Procter & Gamble’s Ariel brand is their primary detergent for Europe and Asia, Tide’s strongest region remains North America.


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Diapers

HUGGIES Manufactured by Kimberly-Clark, babies in the global marketplace are using Huggies Diapers. From newborns to more self-sufficient babies training with Huggies Pull-Ups, Kimberly-Clark has a number of varieties of diapers to meet a wide range of young needs.

PAMPERS Over the past 50 years there has been continuous research, development and improvements to the simple diaper. Today, Procter & Gamble’s Pampers brand are designed for babies no matter what their size. A protective layer of lotion, an absorbent gelling material for thinner diapers, refastening tabs, elastic leg gathers, stretch panels – Pampers has advanced diapers for the global market. Health Care

TYLENOL Headache? Flu? Allergies? Globally, people are reaching for the pain relief abilities of the acetaminophen based Tylenol. Owned by the health care giant Johnson & Johnson, Tylenol has a variety of products, in a variety of forms. Although most of the sales originate in North America, Tylenol also has a small presence in other regions.

Hair Care

L’OREAL Although well known for a number of different products, L’Oreal has evolved from its first product offering in 1907 – Hair Coloring. Beautiful hair color, whether blonde, red or brunette, can be found throughout the world, thanks to L’Oreal. Today, with many powerful sub-brands such as Féria, Open, Casting ColorSpa and Excellence, L’Oreal dominates the global hair coloring market.

PANTENE Pantene Pro-V has recently undergone a lineup change, modernizing its line to move away from focusing on traditional hair types (dry, greasy…) to a product line that targets the style the consumer wants to have. Now the global consumer can decide the type of beautiful hair they desire, and choose from Pantene’s new range of products.


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Other Health & Beauty Care Products

ALWAYS In the world of feminine protection, Always has staked a claim as one of the most recognized brands in the global marketplace. With ever- increasing technology and applications, Always has a wide variety of products to accommodate the varying needs of all women. With strength in both Europe and North America, Always is one of Procter & Gamble’s strong global brands.

COLGATE Although starting in the starch, soap and candle business in 1806, it’s now clean teeth and fresh breath that make

Colgate-Palmolive popular around the world. Almost 70 years after the company’s founding, the toothpaste was added to their product line and is now a powerful global brand. GILLETTE In the world of blades and razors, chances are that anyone looking for a smooth, clean shave will know of Gillette’s products. Although normally associated with men, Gillette brings innovation to women’s products as well, with the newly introduced Venus razor in the Gillette for Women product line. Gillette’s “global commitment to growth through innovation” has allowed them to create ground breaking products that continually satisfy the needs of their clean-shaven consumers.

KLEENEX Kimberly-Clark, the paper products giant, created the facial tissue in 1924, and has been comforting noses ever since. In the last ten years, Kleenex has continued to improve on tissue design and technology by introducing such advances as three layer tissues, designer graphics and most recently Kleenex Coldcare.

NIVEA Beiersdorf AG’s NIVEA brand of skin care products is one of the best known globally for those looking for young, healthy skin. Beginning with the discovery of a water-in-oil emulsifier called Eucerit in 1911, NIVEA has advanced skin care with developments such as CoEnzyme Q10, Vitamin E, UV filters and Balsam.


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Durables

DURACELL In a world requiring portable power, many turn to the “Copper Top” to run their music, their games, or their personal organizers and flashlights. With their new Ultra alkaline battery, Duracell has extended the limits of a battery’s operating life through new advanced technology.

ENERGIZER “It keeps going, and going, and going”. Recently removed from the Ralston Purina basket of products, Energizer now operates independently. With Duracell as their main competitor, Energizer continues to introduce innovations such as their E2 Titanium battery.

KODAK The name Kodak is synonymous with photography around the world. It was George Eastman that made picture taking simple, and brought the power of photography into the hands of the consumer. Since 1888 when the first camera and commercial film were made available to the public, Kodak has further advanced film sharpness, grain, speed and color with their latest creation – Kodak Gold film.


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A REVIEW OF TODAY’S GLOBAL BRANDS Brand Details Sub-brands Included in Master Brands When Applicable Total Coca-Cola classic; diet; light; cherry; Caffeine Free… Coca-Cola (Regular) classic, cherry; Caffeine Free… diet Coke/Coca-Cola light diet; light; cherry; Caffeine Free… Marlboro Reds; Menthol; Light; Ultra… Marlboro (Regular) Reds; Menthol… Marlboro Lights Light; Ultra… Total Pepsi Regular; Diet; Light; Max; Pepsi One; Cherry; Caffeine Free… Pepsi (Regular) Regular; Cherry; Caffeine Free… Diet Pepsi Diet; Light; Pepsi Max; Pepsi One… Budweiser Budweiser; Bud Light; Bud Ice… Campbell's All Campbell's Wet Soups – Condensed; Ready to serve… Kellogg’s All Kelloggs Cereals Pampers Baby-dry; Premium; Rash care; Custom fit… Benson & Hedges Regular; Lights; 100s… Camel Regular, Light… Danone Danette/Danino/Dannon; Petit; Activa; Bio; Press tubes… Fanta Regular; Diet; Flavours… Friskies Gourmet; Vitalbalance; Arthurs; Alpo… Gillette All Gillette Razor Blades Brands - Systems; Double Edge; Disposable; Men; Women Huggies Sizes; Supreme; Training Pants; Little Swimmers… Nescafé Classic; Cappuccino; Gold; Ex cella… Sprite Regular; Diet… Tide Forms; Bleach; Kick; HE; Free; Deep Clean… Tropicana Premium Fruit Juices… Wrigley's Chewing Gum; Airwaves; Ice; Extra; Winter; Sugarfree… Colgate Total; Sparkling; Sensitive; Cavity; Tatar Control; Platinum… Duracell Duracell Ultra; Sizes… Heineken Regular; Premium… Kodak Regular; Advantix; Elite; Gold; Chrome; Max... L&M Regular; Lights; Menthol… Lay's Regular; Baked; Wavy; Flavours; Sizes… Pedigree Little Champs; Choice Cuts; Puppy Snacks; Dry; Pal; Chum… Always Length; Strength; Wings; Unscented; Wrapped… Doritos Regular; 3D's; Flavours; Sizes… Energizer e2 titanium; Alkaline; Carbon-zinc; Sizes… Gatorade Regular; Flavours; Frost; Fierce; Powdered; Ready-to-drink… Guinness Regular; Extra Cold; Extra Stout; Foreign… Kinder Bars; Eggs… Kleenex Boxes; Sizes; Pocket Pack; Cold-Care… L’Oreal Casting; Colorelle; Excellence; Feria; Recital… Maxwell House Roasted and Ground; Instant; Decaf… Minute Maid Juices; Punches; Cocktails; Beverages; Concentrated; Ready-to-drink… Nivea Face; Hand & Body Pantene Shampoo; Conditioners; Hair types… Philadelphia Cream Cheese; Plain; Flavours; Regular; Light... Pringles Regular; Fat Free; Right; Ridges; Flavours; Sizes… Seven-Up/ 7-Up Regular; Diet… Tylenol Pain; Arthritis; Menstrual; Flu; Allergy; Adults; Children… Whiskas Homestyle; Choice Cuts; Morsels; Treats; Dry; Wet…


Executive News Report from ACNielsen Global Services September 2001 – Methodology 1 of 4

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Methodology Criteria There were three main criteria that a brand had to meet to be included as a “Global Billion Dollar Brand”: • The cumulated sales for year ending Q1 2001 had to be equal to, or exceed

US $1 Billion. • Sales had to have a measurable presence in each of four geographic regions

(Latin America, Asia Pacific, North America and Europe, Middle East & Africa) • Sales outside of the home market needed to represent at least 5% of the

global sales value. Markets The study includes 30 of the world’s largest markets and is divided into four geographical regions: Latin America, Asia Pacific, North America and Europe, Middle East & Africa. Based on available economic information from the World Bank, these countries account for 90% of the Global GDP. Latin America: • Brazil • Mexico • Argentina Asia Pacific: • Japan • China • Korea, Rep. (South Korea) • Australia • Hong Kong, China North America: • United States • Canada

Europe, Middle East and Africa: • Germany • United Kingdom • France • Italy • Spain • Russian Federation • Netherlands • Switzerland • Belgium • Sweden • Austria • Turkey • Denmark • Poland • Norway • Saudi Arabia • South Africa • Greece • Portugal • Ireland


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A REVIEW OF TODAY’S GLOBAL BRANDS Products In the initial phase of this study, a review was done, by category and by manufacturer, to identify possible brands that would meet the criteria set. The research included a review of ACNielsen Top Brand reports from a number of countries, ACNielsen’s International Databases (where available) and manufacturers’ web sites. Based on the above research, a request was made to the local ACNielsen offices in 30 countries for information on 224 brands, from 53 manufacturers across 59 categories. Out of the 224 brands considered, 43 brands met the necessary criteria. Identification of a Brand The way brands are defined differs across countries and companies. For this project we have aimed to be consistent in how we defined a brand based on both the packaging, marketing and consumer views of brands. When brands were seen to have a number of variants or sub-brands these sub-brands were noted. Each of the brands selected has been measured within a category. Umbrella brands that cross category boundaries have not been aggregated across categories (e.g. Nivea is a billion dollar brand within Moisturizers & Cleansers, although it also has a smaller presence within Hair Care and Deodorants).

Since this was a "brand" study, we have not added products together that may be similar in formulation but carry different names in different countries. Lay’s, for example, is a global brand but PepsiCo market a similar product in a number of other countries under the Walkers name. We did not add the two together. Category Growth Growth rates were calculated including only those countries where consistent data was available for each of the years involved.


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A REVIEW OF TODAY’S GLOBAL BRANDS Constant Currency Used The data was collected from each country in local currency and then converted to US$ using a constant exchange rate for the three years. Latin America Argentine Peso 1 Brazilian Real 1.98 Mexican Peso 11 North America Canadian $ 1.48 Europe, Middle East & Africa

Austrian Schilling 13.76 Belgian Franc 40.34 Danish Krona 7.69 Dutch Guilder 2.2 French Franc 6.56 German Mark 1.96 Great Britain Pound 0.63 Greek Drachma 357.14 Irish Punt 0.79 Italian Lira 1936.27 Norwegian Krone 8.33 Portuguese Escudo 200.48 Spanish Peseta 166.39 Swedish Krona 8.33 Swiss Franc 1.61 Turkish Lira 1,331,884 Polish Zloty 4.5 Russian Rouble 29.5 South African Rand 7.3 Saudi Arabia 3.75 Asia Pacific Australian $ 1.67 Chinese Reminbi 8.3 Hong Kong $ 7.75 Japanese Yen 111.11 South Korean Won 1,200.00


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A REVIEW OF TODAY’S GLOBAL BRANDS Three Years of Data Studied The data reported includes information from the last three years (when available) with the time period ending in Q1 of each year (e.g. 2001 data includes Q2 2000 – Q1 2001). There is some slight variation in the actual months included from the individual countries due to different data availability. Category Coverage Coverage of a brand’s sales differs based on the type of channels in which the brand is sold. Local ACNielsen information was used in the study. Therefore, products most often purchased within a grocery store will always benefit from ACNielsen’s strong coverage of grocery retailers. Impulse purchases, such as purchases of carbonated drinks, cigarettes or alcohol from kiosks, bars, restaurants or vending machines, are generally not included making the data coverage for these brands considerably lower. Coverage by country differs and is dependent on the number of channels included in the local country’s base services. For example, beer, which is not tracked by ACNielsen in Mexico nor Canada, is therefore understated in the final sales reported. Brand Coverage The number of countries in which each brand was found is included in the Billion Dollar Brand chart. Many of the brands had sales in all 30 countries. Although generally a lack of sales in a country indicates a lack of presence there, for some brands the missing country information may have been due to the brand being too small and therefore, being included in an “All Other” line. As mentioned above with regards to beer, in a few cases (including Kodak film) the number of countries in which the brand was recorded was impacted by ACNielsen’s limited coverage of the category in some markets.


Copyright © 2001 ACNielsen. Printed in USA. All rights reserved.ACNielsen and the ACNielsen logo are trademarks or registeredtrademarks of A.C. Nielsen Company. Other brand and productnames are trademarks or registered trademarks of their respectivecompanies. CC01/298

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