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Kantar ranks General Mills No.1 in sales and supply chain

General Mills Global Communications

For the first time, General Mills has both the No. 1 ranked sales team and the No. 1 supply chain as measured by the influential Kantar Retail PoweRanking survey that benchmarks how more than 500 companies like ours perform for retailers like Walmart, Target and Kroger.

“General Mills’ sales teams are experienced, know the job and the customer as well as the overall strategy of their company,” said one retailer in the survey. We moved up two places from last year to secure the No. 1 sales ranking.

We also moved up to the No. 1 ranking for our supply chain – up from No. 2 last year.

kantar rankings  2012 2013“General Mills allocates resources and works with our team to identify opportunities for improving service, while removing cost from the supply chain,” said another retailer.

“We’re very proud of our entire Sales team, and with our outstanding partnership with the General Mills Supply Chain that has helped deliver great results for our customers and us,” says Shawn O’Grady, senior vice president and president of Sales and Channel Development.

No. 3 overall
Overall, General Mills maintained its No. 3 ranking in the Kantar survey behind perennial leader Procter & Gamble. Unilever, which held the No. 4 position a year ago, moved up to No. 2. Kraft, which was No. 2 last year, fell to No. 4, following the spin-off of its Mondelez International business.

“Only 3.8 points separate the top three companies – by far the smallest gap in the history of the survey,” says David Wurm, vice president of Sales Strategy and Capabilities.

Procter & Gamble’s composite score was 28.2, followed by Unilever at 24.6 and General Mills at 24.4.

“General Mills achieves a near tie with Unilever fueled by an outstanding sales team widely recognized for partnership,” said the Kantar survey. 

kantar testimonialEight measures
The survey includes eight individual measures. General Mills ranked:

  • First in two categories (sales and supply chain).
  • Second in two (most important consumer brands to retailers, and best combination of growth and profitability).
  • And third in four categories (clearest company strategy; most innovative marketing approach; most helpful consumer/shopper insights/category management, and best shopper marketing programs).

Released in early November, the 17th annual Kantar Retail PoweRanking is based on feedback from retailers and manufacturers who rank each other in the areas of strategic and business fundamentals. This year, more than 500 companies participated.

General Mills, Procter & Gamble, and Unilever were the only three manufacturers to receive a ranking of 20 percent or higher. Rounding out the top 10 were Kraft Food Group, 19; PepsiCo, 18; Nestle, 13.3; Kellogg, 11.4; Coco-Cola, 10.1; ConAgra, 6.6, and Kimberly-Clark, 6.3.