A brand that is well known has cracked some really great numbers. These numbers are in terms of nothing but sales turnover, profits, consumer reach, market penetration and frequency of purchases. It has to be the most efficient and best in all of those parameters for it have the upper edge. Yes, Colgate is one of them, which is why people, both from rural as well as urban divisions of the country ask for Colgate rather than resorting to the privilege of enquiring about different brands of toothpastes available.
Kantar Worldpanel is one of the best companies in marketing research and analytics. In simpler words, it deal into consumer knowledge and insights based on consumer panels. This company’s Brand Footprint presents a global ranking of the most chosen consumer brands ever year. It has enlisted top 20 brands of 2014 as per their rankings based on consumer reach points, market penetration and frequency.
Consumer Reach Points: Estimated number of the potential customers, which are possible to reach through a an advertising medium or a promotional campaign.
Penetration: The size of population actually buying the brand.
Frequency: The number of times shopper bought the brand.
1. Colgate
Consumer reach points: 1,294
Penetration: 85.6%
Frequency: 6.5
Sales Turnover: Rs. 3,600 Cr (As of March ’14)
Net Profit: Rs. 540 Cr (As of March ’14)
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2. Parle
Consumer reach points: 1,020
Penetration: 70.0%
Frequency: 6.3
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3. Wheel
Consumer reach points: 1,014
Penetration: 64.9%
Frequency: 6.7
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4. Clinic Plus
Consumer reach points: 870
Penetration: 73.7%
Frequency: 5.1
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5. Ghadi
Consumer reach points: 774
Penetration: 39.6%
Frequency: 8.4
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6. Fair & lovely
Consumer reach points: 756
Penetration: 64.9%
Frequency: 5.0
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7. Lifebuoy
Consumer reach points: 731
Penetration: 69.5%
Frequency: 4.5
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8. Tata Salt
Consumer reach points: 580
Penetration: 41.9%
Frequency: 5.9
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9. Lux
Consumer reach points: 554
Penetration: 63.1%
Frequency: 3.8
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10. Rin
Consumer reach points: 455
Penetration: 41.4%
Frequency: 4.7
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11. Vim
Consumer reach points: 443
Penetration: 38.8%
Frequency: 4.9
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12. Parachute
Consumer reach points: 417
Penetration: 38.9%
Frequency: 4.6
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13. Maggi
Consumer reach points: 414
Penetration: 36.5%
Frequency: 4.9
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14. Santoor
Consumer reach points: 400
Penetration: 31.3%
Frequency: 5.5
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15. Tide
Consumer reach points: 346
Penetration: 40.3%
Frequency: 3.7
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16. Chik
Consumer reach points: 320
Penetration: 31.4%
Frequency: 4.4
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18. Surf
Consumer reach points: 290
Penetration: 29.8%
Frequency: 4.2
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19. Brooke Bond
Consumer reach points: 289
Penetration: 30.2%
Frequency: 4.1
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20. Nirma
Consumer reach points: 288
Penetration: 31.2%
Frequency: 4.1
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Sales turnover and net profits of Colgate is as per moneycontrol.com
The ranking is as per Kantar Worldpanel
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