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London, United Kingdom, 02/04/2009 – “Top Global Food and Beverage Companies: Strategies for Success”, reports that global branding in the food and drinks consumer packaged goods industry has never been more challenging.
The report shows that manufacturers are undoubtedly used to working in a 'fast moving' industry but in recent years the pace of change has accelerated. In many Western major food and drink markets, the level of competitiveness has been elevated by low volume growth and reduced margins, brought about by market saturation and the rising cost of raw materials.
Furthermore retailers have been hugely successful at building premium offerings that compete head on with brands in terms of quality and value. The quest for innovation is becoming harder, forcing businesses to rethink the way they do business, formulate strategy and deliver on consumer expectations.
Authors of the report note that health and convenience remain two of the biggest mega trends confronting manufacturers and play a significant role in shaping product strategy. In addition, environmental concerns are rising and the 'green element' is opening up a new set of issues manufacturers need to deal with, notably with regard to packaging and transportation. Devising and executing a robust corporate social responsibility strategy that deals with these issues is becoming a key requirement for global food and beverage brands.
From a communications standpoint, new and exciting avenues are being pursued as marketers embrace a wider range of media - offline and online - and build more targeted and intimate experiences for their customers. The power of digital platforms is creating new opportunities for food and drink marketers to build brand awareness and converse with consumers well away from the point of sale, but very much part of an integrated communications strategy.
The report “Top Global Food and Beverage Companies: Strategies for Success” is available from Report Buyer.
ReportBuyer.com Product ID: PKF00145
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