Wednesday, June 23, 1999

P&G brands rank at top


But Crest, Pringles fall

BY RANDY TUCKER
The Cincinnati Enquirer

P&G CLOUT
  Brandweek's rankings of the top brands in 12 household products categories in which P&G competes and the brands' sales for 1998 (P&G brands in bold, with 1997 rank in parentheses; sales figures are in millions of dollars):

  Color cosmetics:
1. Revlon, $618.5
2. Cover Girl, $566.7 (2)
3. Maybelline, $490
4. L'Oreal, $366
5. Almay, $217
  Men's fragrances:
1. Stetson, $47.3
2. Old Spice, $46.3 (2)
3. Brut, $31.8
4. Aspen, $24.9
5. Preferred Stock, $23.5
  Salted snacks:
1. Lay's, $1,039
2. Doritos, $785
3. Tostitos, $682
4. Ruffles, $557
5. Pringles, $478 (4)
  Coffee:
1. Folgers, $1,100 (1)

2. Maxwell House, $900.1
3. General Foods International, $162.5
4. Taster's Choice, $139.4
5. unavailable
  Bar soap:
1. Dove, $271.2
2. Dial, $193
3. Lever 2000, $137.5
4. Irish Spring, $121.2
5. Zest, $114.6 (6)
  Toothpaste:
1. Colgate, $477.5
2. Crest, $410 (1)
3. Aquafresh, $169.5
4. Mentadent, $164.2
5. Arm & Hammer, $94.8
 Household cleaners:
1. Pine Sol, $141.3
2. Lysol All Purpose, $100.9
3. Clorox Clean-Up, $54
4. Formula 409, $53.1
5. Mr. Clean, $35.5 (5)
(P&G's Spic and Span fell from No. 7 to No. 8)
  Laundry detergent:
1. Tide, $1,712.3 (1)
2. Cheer, $332 (2)

3. All, $308.7
4. Wisk, $300.7
5. Purex, $261.4
(P&G's Gain moved up from No. 7 to No. 6)
  Diapers:
1. Huggies, $1,563.7
2. Pampers, $1,009.7 (2)
3. Private label, $624.9
4. Luvs, $475.5
5. Drypers, $134.5
  Facial tissues:
1. Kleenex, $648
2. Puffs, $346 (2)
3. Private label, $159.2
4. Scotties, $64.8
5. unavailable
  Automatic dishwasher liquid:
1. Cascade, $272.3 (1)

2. Electrasol, $91.5
3. Sunlight, $86
4. Palmolive, $54.4
5. Private label, $34.5
  Cold and cough medicine:
1. Private label, $730.8
2. Tylenol, $257.3
3. Robitussin, $206.7
4. Benadryl, $165.2
5. Sudafed, $161.7
(P&G's Nyquil brand fell out of the top five)

        Procter & Gamble's products continue to rank No. 1 or No. 2 in most of the household-goods categories in which its brands compete.

        That's according to the June 21 issue of Brandweek magazine, an advertising industry publication.

        The magazine's annual list of the top 2,000 U.S. brands — based on 1998 sales and media-expenditure figures gathered by Information Resources Inc. of Chicago — shows that P&G brands hold the top or runner-up spots in eight of 12 categories in which its products are ranked this year.

        “Not only does the Brandweek survey highlight the overall strength of our (P&G's) brands, but also the strength of our business,” said Simon Denegri, a spokesman for the Cincinnati-based consumer-products giant.

        But the picture isn't as rosy as it might seem.

        P&G brands fell at least one spot in four of the 12 categories, compared with last year's rankings. And some brands, such as P&G's Cover Girl cosmetics and Pampers diapers, have failed to regain the top spots they owned just a few years ago.

        • The most prominent P&G brand to lose ground this year was Crest toothpaste, which fell to No. 2 — dethroned by Colgate-Palmolive's Colgate brand.

        • Even with the millions of dollars in advertising backing P&G's Fat-Free Pringles — made with the company's fat substitute Olean — the brand dropped from No. 4 to No. 5 among salty snacks.

        • P&G's Spic and Span household cleaner slid from No. 7 to No. 8.

        • The company's Nyquil cold medicine plummeted off the charts — falling out of the top five from a No. 3 ranking a year ago.

        Doug Hall — a former P&G manager and founder of Eureka Ranch, the Newtown-based corporate think tank — said that while the rankings don't undermine P&G's dominance among consumer-products makers, the fall of one of its leading products from the No. 1 spot is a devastating blow to the company.

        “I dare say when a category goes from No. 1 to No. 2 ... emotionally, it is a big deal,” he said. “At Procter & Gamble, it is a birthright to be No. 1. Nobody's interested in being No. 2.”

        Two bright spots: P&G's Gain laundry detergent climbed from No. 7 to No. 6 in this year's rankings, and the company's Zest bar soap moved from No. 6 to No. 5.

        Overall, P&G remained first in coffee with its Folgers brand; in laundry detergent with Tide; and in automatic dishwasher detergent, Cascade.

        In addition to Crest, P&G brands ranked second in diapers, Pampers; facial tissues, Puffs; cosmetics, Cover Girl; men's fragrances, Old Spice; and laundry detergent, Cheer.

        In the categories where P&G products weren't ranked No. 1 or No. 2, they still ranked in the Top 10.

        The rankings don't include some of P&G's strongest categories, such as shampoos, in which the company has the best-selling brand in the world, Pantene, and body washes, in which P&G's Oil of Olay ranks No. 1.

       



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