Data are based on Global Reputation Pulse 2014 Study: Top and
bottom 100 companies . Would buy the products Reputation Score 16%
Would recommend the products Would work for Would invest in Would
welcome into local community 31% 41%55%64% 13% 28% 38%50%59% 16%
30% 37%42%47% 13% 25% 31%33%35% 16% 30% 39%47%50%
0-3940-5960-6970-7980+ Support translated into business
Slide 17
Product & Enterprise
Slide 18
Recommend 43% 57% Recommend Impact on Commercial Power
(NPS)
Slide 19
19 14 Global Food and Beverage Companies Compete across the 15
Largest Economies Mature marketsEmerging markets
AustraliaCanadaFrance Germany ItalyJapan Spain UK US BrazilChina
MexicoIndia Russia South Korea
Slide 20
Key Insights on Food and Beverage Reputation Globally 2013 20
Food and Beverage Reputation globally is Average The Food and
Beverage Industry achieves overall a high-end average reputation
score in 2013. The industry global reputation has fallen from
strong to average with a 3-point drop 2011-13. The companies
distribute with 8 companies that have an average reputation and 6
companies that have a strong reputation. In 11 out of 15 markets,
the industry undergo reputation scores in decline. Overall Food and
Beverage performs better in Mature than Emerging Markets, with Asia
being the most challenged region perception and reputation-wise. On
dimensions globally, the industry achieves its only strong score on
Product/Services. On the 6 other dimensions, the industry is rated
average with the lowest score awarded to Citizenship followed by
Workplace and then Governance. In emerging markets the industry is
perceived average across all dimensions. Reputation Dimensions
& Drivers in the Food and Beverage Industry Overall the same
4-5 companies are in the lead across the 7 dimensions. Likewise,
the same 2-3 companies close the bottom of the range across
dimensions. On Workplace, Governance & Citizenship the score
gaps between Top 5 Industry leaders are generally smaller than on
the remaining 4 dimensions indicating that company differentiation
is perhaps more challenged on these dimensions. Companies have to
engage stakeholders across all 7 reputation dimensions, but the Top
3 drivers of reputation in the Food and Beverage Industry are
Products/Services (19,1%) followed by Governance (14,4%) and
Citizenship (14,1%). Skepticism & Support expressed by the
General Public in Emerging Markets 10 of 15 Food and Beverage
companies are perceived average in emerging markets Also, Food and
& Beverage industry rate average across all 7 rational
dimensions in emerging markets. But despite the perceived lower
performance assessment, the General Public are more inclined to
support the Food and Beverage Industry in emerging markets than in
mature markets on both supportive behaviors buy and recommend.
Slide 21
Key Insights on Food and Beverage Reputation Globally 2013 21
General Public are highly familiar with Food & Beverage
Industry well, but lacks the whole story Most Food and Beverage
companies have a very high familiarity level among the general
public. Although, only 3 companies (Coca-Cola, Nestl &
Heineken) have the same degree of familiarity in home market as
well as global markets. When looking at distribution of scores
across reputation dimensions, the General Public is overall
positive, but many respondents also remain unsure and undecided
particularly on Workplace, Governance & Citizenship (58-66%)
which tells more about who you are as a company. Two of these are
key reputation drivers of reputation in the food and beverage
industry. Converting these fence sitters through targeted
communication would be very impactful on the corporate reputation
of the food and beverage companies. Lack of differentiation among
companies when it comes to Expressiveness and Personality Traits
The General Public rated Food and Beverage companies the highest on
personality traits such as being reliable, imaginative and friendly
all traits that are positive drivers of reputation. On
expressiveness, food & beverage industry has similar profiles
with particular importance attributed to standing out, being
consistent, genuine and meeting customer needs. Nestl and the Coca
Cola Company in the lead with the strongest expressive
profiles
Slide 22
22 2 3 Companies are on par 1 75,272,0
71,771,070,069,669,269,168,866,365,565,167,9
Slide 23
Emerging Markets 23 Food and Beverage Industry as a whole
performs better in Mature Markets Mature Markets All Global Pulse
scores that differ by more than +/-0.9 are significantly different
at the 95% confidence level.. All Mature/Emerging Pulse scores that
differ by more than +/-1.3 are significantly different at the 95%
confidence level. Pulse scores are based on questions measuring
Trust, Admiration & Respect, Good Feeling and Overall Esteem
(captured in the Pulse score on a 0-100 scale). All Global Pulse
scores that differ by more than +/-0.9 are significantly different
at the 95% confidence level.. All Mature/Emerging Pulse scores that
differ by more than +/-1.3 are significantly different at the 95%
confidence level. Pulse scores are based on questions measuring
Trust, Admiration & Respect, Good Feeling and Overall Esteem
(captured in the Pulse score on a 0-100 scale). Global Reputation
n= 22.815
Slide 24
Reputation more challenged in Asia with South Korea a critical
focus area for Food and Beverage companies 24 Food and Beverage
RepTrak Score Globally Germany Australia S. Korea US France Japan
ChinaBrazil Mexico UK India Spain Italy Canada 65,3 n= 22.815 All
Global Pulse scores for Food and Beverage industry that differ by
more than +/-0.9 are significantly different at the 95% confidence
level. Russia 57,1 69,6
73,275,273,072,972,871,770,870,369,769,368,567,365,5
Slide 25
Products and Performance are the stronger dimensions of Food
and Beverage Industry reputation The Food and Beverage Industrys
average Pulse score grounded in average dimension scores with the
exception of Product and Services being strong The dimensions with
the highest scores are Products/Services and Performance.
Citizenship received the lowest ratings closely trailed by
Workplace and Governance The Food and Beverage Industrys average
Pulse score grounded in average dimension scores with the exception
of Product and Services being strong The dimensions with the
highest scores are Products/Services and Performance. Citizenship
received the lowest ratings closely trailed by Workplace and
Governance 25 All Global Food and Beverage Dimension scores that
differ by more than +/-1 are significantly different at the 95%
confidence level. Pulse scores are based on questions measuring
Trust, Admiration & Respect, Good Feeling and Overall Esteem
(captured in the RepTrak Pulse score on a 0-100 scale). All Global
Food and Beverage Dimension scores that differ by more than +/-1
are significantly different at the 95% confidence level. Pulse
scores are based on questions measuring Trust, Admiration &
Respect, Good Feeling and Overall Esteem (captured in the RepTrak
Pulse score on a 0-100 scale). Product/Services: 'Company' offers
high quality products and services -- it offers excellent products
and reliable services Innovation: 'Company' is an innovative
company -- it makes or sells innovative products or innovates in
the way it does business Workplace: 'Company' is an appealing place
to work -- it treats its employees well Governance: 'Company' is a
responsibly-run company -- it behaves ethically and is open &
transparent in its business dealings Citizenship: 'Company' is a
good corporate citizen -- it supports good causes & protects
the environment Leadership: 'Company' is a company with strong
leadership -- it has visible leaders & is managed effectively
Performance: 'Company' is a high-performance company -- it delivers
good financial results Product/Services: 'Company' offers high
quality products and services -- it offers excellent products and
reliable services Innovation: 'Company' is an innovative company --
it makes or sells innovative products or innovates in the way it
does business Workplace: 'Company' is an appealing place to work --
it treats its employees well Governance: 'Company' is a
responsibly-run company -- it behaves ethically and is open &
transparent in its business dealings Citizenship: 'Company' is a
good corporate citizen -- it supports good causes & protects
the environment Leadership: 'Company' is a company with strong
leadership -- it has visible leaders & is managed effectively
Performance: 'Company' is a high-performance company -- it delivers
good financial results
Slide 26
The Food and Beverage industry, excluding Top 4 above the
curve, struggles with familiarity at a global level, as the
majority of respondents worldwide were unfamiliar with the Food and
Beverage companies analyzed 26
Slide 27
BUY 8% Emerging Markets are more inclined than Mature Markets
when it comes to supporting Food and Beverage companies RECOMMEND
15%36%57%86% 4%8%23%42%80% 27 15%30%59%83%93% 12%23%48%78%92%
Mature Emerging The same Pulse score earns Food and Beverage
companies fewer people willing to buy or recommend their products
in a Mature Markets than in an Emerging one. Reputation Score
0-3940-5960-6970-7980+ n= 22.815
Slide 28
What Drives Food and Beverage Reputation Globally
Slide 29
Expressiveness There is room for improvement and higher
ambition for Food and Beverage companies Has the largest impact on
reputation in the industry =
Slide 30
Most Food and Beverage companies show a similar profile when it
comes to Expressiveness. One exception being Coca Cola standing out
from the crowd 30 Strongest Expressiveness profiles Expressiveness
scores that differ by more than +/-1.9 are significantly different
at the 95% confidence level. Weakest Expressiveness profiles
75,270,065,565,1
Slide 31
31 Expressiveness scores that differ by more than +/-1.9 are
significantly different at the 95% confidence level. 31 Most Food
and Beverage companies show a similar profile when it comes to
Expressiveness, but with Nestl leading the field. Strongest
Expressiveness profiles Weakest Expressiveness profiles
75,270,065,565,1
Slide 32
32 Has the largest impact on reputation (driving 52% of
reputation) - Has a negative impact on reputation = = - Personality
traits associated with Food and Beverage Food and Beverage
companies are given slightly higher ratings in traits such as being
friendly, imaginative and reliable while the association to
negative personality traits is low. Again Food and Beverage in due
distance from the reputation leader BMW. -
Slide 33
What Drives Reputation in Denmark - in 2014
Slide 34
Slide 35
94,0 36,4
Slide 36
13,6 -8,3
Slide 37
Slide 38
Slide 39
Slide 40
OMXC20 - Denmark
Slide 41
41 40 most visible companies - Denmark
Slide 42
So the good news is CSR does matter. If you deliver on CSR 73%
of consumers would definitely recommend your company to others. If
you do not deliver you get recommendations from only 17% of
consumers So through CSR you can help increase sales. For every 5
points you improve your CSR perception on a 100 point scale
recommendation will go up with 9%. This data will make your CEO
listen up
Slide 43
The bad news The majority of consumes do not know what
companies stand for when it comes to CSR. Even after spending an
average of $ 50 million a year on CSR activities, 56-61% of
consumers across the 15 largest markets in the world are neutral or
not sure if the companies can be trusted to deliver on Citizenship,
Governance, and Workplace. Only 35% of consumers believe the top
100 companies are good corporate citizen that supports good causes
& protects the environment. Only 40% believe the top 100
companies are responsibly-run companies that behaves ethically and
is open and transparent in its business dealings. This data will
make your CFO sleep bad at night
Slide 44
Slide 45
We missed the issue of obesity and the value of healthy and
nutritional food. We were behind, while Nestl was riding that wave.
Not being in tune with society, with the benefit of hindsight, can
cost you dearly. Paul Polman, CEO of Unilever Source: McKinsey
& Company: March 2013