MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Just for Fun     
 
This question has been closed, and points have been awarded.
Who Is The #1 Marketing Company?
Posted By: mac504 on 10/13/2004 1:49 PM (CST) 25 Points
Which fortune 500 company do you think can claim the title '#1 marketing company"?

Microsoft?
Procter & Gamble?
Coca Cola?
Walmart?

??????????????????????????

Posted by: SteveByrneBranding Accepted Answer
10/13/2004 6:33 PM (CST)
1. Coca Cola is the winner
brand equity is $70.45 billion

2. Microsoft - $65.17b
3. IBM - 51.77b


source:
http://www.businessweek.com/magazine/content/03_31/b3844013_mz046.htm
 
Posted by: AndrewS Accepted Answer
10/14/2004 3:37 AM (CST)
Well apart from http://blackwhite.uk.com ;-)
For creatives in the UK, the Triangle Group, often win awards (http://www.thetrianglegroup.co.uk/home.htm)
 
Posted by: Peter (henna gaijin) Accepted Answer
10/17/2004 12:58 AM (CST)
If brand equity equates to best marketing, then SteveB's answer has it.

But based on reputation for being smart marketers, I would say either GE or P&G. This is supported by how frequently GE and P&G employees are targeted by headhunters looking to place high level people in other companies.
 
Posted by: jstiles* Accepted Answer
10/18/2004 3:04 PM (CST)
IMHO it has to be either Coke or Nike, simply the most recognizable brands worldwide.
 
Posted by: PictureSez* Accepted Answer
10/18/2004 9:21 PM (CST)
Sure, you can be number one with all the money in the world to throw at marketing. I'd rather see nominations pertaining to those companies that make a name for themselves through differentiated products and creative marketing communications strategies. Any takers?
 
Posted by: tour_prof* Accepted Answer
10/19/2004 12:51 AM (CST)
Friends:

What is the best guage for us to call an entity as best?

Regards.
 
Posted by: jstiles* Member Response
10/19/2004 2:13 PM (CST)
I'll still stick with Nike who grew from a tiny garage shoe maker in a small niche to a global giant in about 15 years. They created the market for overpriced super-shoes and apparel and forced the leaders to react to them.

What did they leverage? the brand image and targeting the right customers (understood needs and appealed to them).

Thats pretty damn good marketing in my book.
 
Posted by: David Sanchez* Accepted Answer
10/26/2004 11:55 AM (CST)
Procter & Gamble Co. ranks #1 following Unilever and GM.

Coca-Cola Co. Ranks #17 in the TOP 25 GLOBAL MARKETERS.

*From Global Marketing (AA, Nov. 10, 2003). Essential data from Nielsen Media Research, TNS Media Intelligence/CMR, Ibope and others. Figures are Ad Age estimates in millions of U.S. dollars and include measured media only.


Who is your equity loan?
 
Posted by: mac504 Author Response
10/27/2004 5:38 PM (CST)
I forgot the catholic church
 
Posted by: D4Demand Accepted Answer
10/28/2004 10:38 AM (CST)
I will take up the PictureSez challenge.

I will say that GE and 3M are the two real giants in marketing from the standpoint of innovative products in a plethora of industries, with amazing profitability and staying power.

Who knows about GE's jet engines, medical software, electricity generators, light bulbs, supply chain solutions.

Who would know that 3M has pharmaceutical lines?

Anyone who does know that the 3M and GE logos bring instant credibility.

They get my vote as unsung heroes of marketing in the truest sense of the word. First class in every way.
 
Posted by: selvam Ramamurthyajayaram* Accepted Answer
10/29/2004 12:07 AM (CST)
Remember that it is always a marketer's dream that his product or service remains on top and i feel that Microsoft has grown and has still proven that it remains numero uno in the global market. It has sucessfully killed most of the competition (Linux still trying to catch up) with its agressive attack and defensive strategies.
 
Posted by: mgoodman Accepted Answer
10/29/2004 7:51 AM (CST)
As others have said, who is #1 depends on what the criteria are. In my book the clear winner is

PROCTER & GAMBLE

They wrote the book on brand management and have more huge brands in more categories than any other company. They also have produced a staggering number successful marketers who left the "soap factory" and went on to bigger and better things. Think about Intuit and eBay, to name just a couple.

I'd argue that having one enormous brand (like Coke) is a real accomplishment, but it doesn't make the Coca Cola Company "the #1 marketer." Similar logic for Microsoft and Windows. They've done a very good job, and they've been successful, but some of that could have been because they were in the right place at the right time -- not that they were such brilliant marketers. And Nike just has one enormous brand with thousands of SKUs. They've done a great job, but #1 marketer? I don't think so.

If you want to pursue the question, we need to agree on the criteria -- not just see who can name the biggest brand or the most recent phenomenon. (P&G has been a brand management powerhouse for more than 50 years, and a pretty savvy marketer for a lot longer than that. Ivory has been "99.44% pure" since the 1800s.)
 
Posted by: jstiles* Member Response
11/1/2004 1:46 PM (CST)
Good point mgoodman,
The criteria is rather key for this discussion. For example, your P&G reasoning seems to be built around brand mgmt and business growth rather than brand image or awareness.

I am certainly aware of P&G but have a difficult time remembering which brands are associated with the family. I suspect that I know the subsidiary brands, but that still begs the question - What is the most appropriate measure of marketing success? Sales, image, awareness, ??

Then again, maybe I just have not had enough coffee yet.
 
Posted by: mgoodman Member Response
11/1/2004 9:51 PM (CST)
jstiles (and others):

At the core of P&G's marketing approach is that the brand is king. They don't care if anyone knows who P&G is or what brands they make. They only want to be sure that you're aware of the brands that have value for you.

Many P&G brands are not even owned by P&G any more. For example, they "invented" Jif peanut butter, but they've sold the brand to Smucker's (for a lot of money, by the way.)

Current or former P&G brands include: Ivory, Safeguard, Camay, Zest, Coast, and Lava soap; Tide, Bold, Gain, Cheer, Ariel, Oxydol, Joy, Dawn, and Ivory Liquid detergents; Comet, Cinch, Spic N Span, Mr. Clean, and Top Job household cleaners; Downy and Bounce fabric softeners; Crest and Gleem toothpaste, Scope mouthwash; Duncan Hines, Pringle's, Crisco, and Jif; Pampers, Luv's, Bounty, Charmin, Tampax, Always; Oil of Olay; and dozens more. (These are just the first few that jump to mind ... there are lots more.)

The fact that you didn't know which brands P&G makes is a testament to the effectiveness of their branding strategy. (And the brands mentioned above are almost entirely US brands. The list gets even longer when you add non-US brands.)
 
Posted by: Val (Moderator)* Moderator Response
11/1/2004 11:59 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Just for Fun)
Jay Hamilton-Roth (3805)
mgoodman (3191)
stevea (2792)
telemoxie (2723)
SteveByrneBranding (2550)
Juliet (2308)
promochic (2250)
phil.wesel (2220)
NuCoPro (2206)
michael (2179)
darcy.moen (2079)
Deremiah *CPE (1953)
ASVP/ChrisB (1819)
BARQ (1774)
mbarber (1438)
Levon (1432)
Gary Bloomer (1140)
Frank Hurtte (1102)
Peter (henna gaijin) (1091)
W.M.M.A. (1056)
MsAMJones (1026)
Mushfique Manzoor (1024)
BreatheEasyConsultin (1000)
SRyan ;] (939)
jpoyer (902)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.