Wal-Mart, P&G Top Cannondale's 2007 PoweRanking Study

WILTON, Conn. -- Wal-Mart and Procter & Gamble are identified as the "best of the best" in this year's PoweRanking Study released this week by Cannondale Associates, based here. The annual study highlights those manufacturers and retailers who have sustained positive performance over time.

Titled "Local Vigor," the 2007 PoweRanking emphasizes the growing trend toward shopper-focused retail environments. As stores become increasingly dedicated to the individual shopping experience, an unprecedented need has arisen for manufacturers and retailers to collaborate and target specific shopper groups with localized insights and action, the consulting firm noted.

For the ninth consecutive year, Wal-Mart captured the top slot by a wide margin, but it continues the downturn it began in 2004, falling 7.1 points, said Cannondale. Target and Kroger both had strong gains in 2007 to maintain their spots at No. 2 and No. 3, respectively. Safeway was a third gainer of note, improving by 4.3 points and moving into a 5th place tie with Wegmans.

"The PoweRanking retail landscape changed dramatically in 2007 because retailers continue to focus on customer segmentation, alternative store formats, and reaching their customers in ways that didn't exist even five years ago with in-store media and shopper cards," said Ken Harris, managing director at Cannondale, in a statement.

Procter & Gamble maintained its No. 1 positioning in 2007 in spite of slight decreases in PoweRanking composite score. Kraft and PepsiCo also maintained their respective No. 2 and No. 3 spots overall. Kimberly-Clark gained 2.5 points and advanced to the No. 8 spot.

"Performance shifts in many top 10 manufacturers in 2007 are an eye-opener to the changing CPG retail landscape," said Harris. "As the environment becomes increasingly shopper-centric, retailers are raising the bar and demanding that manufacturers bring new, focused insights to the store. Mid-size and regional suppliers now have an opportunity to meet retailer needs with targeted shopper information and actionable strategies to help build their equity."

The purpose of the PoweRanking study is to gain insights into the practices of the leading manufacturers and retailers in their working relationships. Each group of manufacturers and retailers ranked the other in eight key areas.

The PoweRanking survey is now in its eleventh year of publication.
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