Synopsis
“Global Beverage Survey 2013–2014: Market Trends, Marketing Spend and Sales Strategies in the Global Beverage Industry” is a new report by Canadean that analyzes how brewing supplier companies’ media spend, marketing and sales strategies and practices, and business planning are set to change in 2013–2014. Additionally, this report presents comparative analysis between four years of survey results (wherever applicable). It provides the current size of the marketing and advertising budgets of global beverage industry supplier companies and their projected spending pattern, providing an insight into global marketing behaviour. In addition, the report identifies future growth prospects of global beverage industry buyers and suppliers, including expected change in M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.
Scope
Project industry trends and revenue growth expectations in 2013, and understand business confidence to make informed business decisions.
Drive revenues by understanding future product investment areas and key growth regions.
Uncover key challenges and opportunities, and identify the key actions required to maintain and win buyer business.
Formulate effective sales and marketing strategies by identifying how supplier budgets are changing and the direction of spending in the future. Better promote your business by aligning your capabilities and business practices with your customer’s changing needs.
Secure stronger customer relationships by understanding the behaviour and changing strategies of industry buyers.
Summary
Why was the report written?
This report is the result of an extensive survey drawn from Canadean’s exclusive panel of leading global beverage industry executives. The report provides data and analysis on global beverage industry suppliers’ media spend, marketing and sales strategies, and practices and business planning within the global beverage industry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges, and sales tactics of leading suppliers within the global beverage industry. The report also identifies suppliers’ future growth, M&A, and investment expectations.Most secondary research reports are based on general industry drivers and do not understand the industry executives’ attitude and changing behaviours, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, Canadean created this primary-research based report by gathering the opinions of multiple stake holders in the value-chain of the global beverage industry.
What is the current market landscape and what is changing?
According to survey results, 49% of supplier respondents are ‘more optimistic’ about the revenue growth for their company in 2013.
What are the key drivers behind recent market changes?
Across the global beverage manufacturers’ industry, ‘new products and services’, ‘improving operational efficiency’, and to ‘expand in emerging markets’ are the expected key changes in business structure in 2013.
What makes this report unique and essential to read?
“Global Beverage Survey 2013–2014: Market Trends, Marketing Spend and Sales Strategies in the Global Beverage Industry” is a new report by Canadean that that analyzes how brewing supplier companies’ media spend, marketing and sales strategies and practices, and business planning are set to change in 2013–2014. Additionally, this report presents comparative analysis between four years of survey results (wherever applicable). It provides the current size of the marketing and advertising budgets of global beverage industry supplier companies and their projected spending pattern, providing an insight into global marketing behaviour. In addition, it identifies future growth prospects of global beverage industry buyers and suppliers, including expected change in M&A activity. Furthermore, it identifies the key marketing aims of organizations and the sales strategies companies will adopt in order to adapt to market conditions in 2013–2014. Additionally, it aims to identify key amendments to marketing agencies that aid business generation, respondents’ criteria for marketing agency selection, and attitudes towards marketing and sales. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.
Reasons To Buy
Global beverage manufacturer respondents consider China, India, and Brazil to offer the largest growth potential among emerging markets in 2013–2014.
‘Pressure on margins’, ‘volatility and increase in input costs’, and ‘regulatory changes’ are the most immediate business concerns.
The projected average size of the global annual marketing budget for supplier companies in the beverage industry in 2012 was US$3.5 million, but this rose to US$3.9 million in 2013.
‘Corporate and brand websites’ was highlighted as a key investment area by 51% of supplier respondents, while 47% of respondents projected a strong investment growth in ‘email and newsletters’.
Overall, ‘competitor and market intelligence research’, ‘customer intelligence and analytics’, and ‘CRM systems’ were identified as the marketing and sales solutions that most respondents expected to be invested in during 2013.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.3 Methodology
1.4 Profile of Survey Respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents
2 Executive Summary
2.1 Overall, 46% of respondents from the global beverage industry are more optimistic about revenue growth in 2013
2.2 Mergers and acquisitions in the global beverage industry expected to increase in 2013
2.3 China, Brazil, and India are the most important emerging markets to offer growth in the global beverage industry in 2013
2.4 ‘Pressure on margins’, ‘volatility and increase in input costs’, and ‘regulatory changes’ remain leading concerns for the global beverage industry in 2013
2.5 Average annual marketing budget of suppliers is expected to increase
2.6 ‘Corporate and brand websites’, ‘email and newsletters’, and ‘online content sites and portals’ are to dominate future investment
2.7 ‘Customer retention’, ‘brand building or awareness’, and ‘customer acquisition’ dominate the key marketing aims of suppliers for 2013–2014
2.8 ‘Strategic and tactical consulting’, ‘low cost’, and ‘ability to customize and target ad delivery’ are the three leading critical success factors for suppliers in 2013
3 Global Beverage Industry Dynamics
3.1 Revenue Growth Projections in the Global Beverage Industry
3.1.1 Revenue growth projections by beverage manufacturers
3.1.2 Revenue growth projections by suppliers
3.1.3 Revenue growth projections by region
3.1.4 Revenue growth projections by company turnover
3.1.5 Revenue growth projections by senior-level respondents
3.2 Future Developments in Business Structure in the Global Beverage Industry
3.2.1 Future developments in business structure by beverage manufacturers
3.2.2 Future developments in business structure by suppliers
3.2.3 Future developments in business structure by region
3.2.4 Future developments in business structure by company turnover
3.2.5 Future developments in business structure by senior-level respondents
3.3 Merger and Acquisition Activity Projections in the Global Beverage Industry
3.3.1 M&A activity projections by beverage manufacturers
3.3.2 M&A activity projections by suppliers
3.3.3 M&A activity projections by region
3.3.4 M&A activity projections by company turnover
3.4 Capital Expenditure Forecast - Global Beverage Industry
3.4.1 Forecast of capital expenditure by beverage manufacturers
3.4.2 Forecast of capital expenditure by suppliers
3.4.3 Forecast of capital expenditure by region
3.4.4 Forecast of capital expenditure by company turnover
3.5 Planned Change in Staff Recruitment in the Global Beverage Industry
3.5.1 Planned change in staff recruitment by beverage manufacturers
3.5.2 Planned change in staff recruitment by suppliers
3.5.3 Planned change in staff recruitment by region
3.5.4 Planned change in staff recruitment by company turnover
4 Global Beverage Industry Market Growth Outlook
4.1 Global Beverage Industry - Demand in Emerging Markets
4.1.1 Demand in emerging markets by beverage manufacturers
4.1.2 Demand in emerging markets by suppliers
4.1.3 Demand in emerging markets by region
4.1.4 Demand in emerging markets by company turnover
4.1.5 Important factors to target emerging markets
4.2 Global Beverage Industry - Growth Expectations in Developed Markets
4.2.1 Growth expectations in developed markets by beverage manufacturers
4.2.2 Growth expectations in developed markets by suppliers
4.2.3 Growth expectations in developed markets by region
4.2.4 Growth expectations in developed markets by company turnover
5 Threats and Opportunities for the Global Beverage Industry
5.1 Global Beverage Industry - Leading Business Concerns for 2013
5.1.1 Leading business concerns by beverage manufacturers
5.1.2 Leading business concerns by suppliers
5.1.3 Leading business concerns in 2013 by region
5.1.4 Leading business concerns in 2013 by company turnover
5.2 Key Consumer Trends Projected to Shape the Beverage industry in 2013
5.2.1 Key consumer trends for beverage industry by beverage manufacturers
5.2.2 Key consumer trends for beverage industry by suppliers
5.2.3 Key consumer trends for beverage industry by region
5.2.4 Key consumer trends for beverage industry by company turnover
5.2.5 Leading strategies to combat volatility in input costs
5.3 Global Beverage Industry - Key Supplier Actions to Secure Business
5.3.1 Actions to maintain and secure business–buyer and supplier respondents
5.3.2 Actions to maintain and secure buyer business by region
5.3.3 Actions to maintain and secure buyer business by company turnover
6 Global Beverage Industry - Supplier Marketing Spend Activity
6.1 Annual Marketing Budgets - Global Beverage Industry Suppliers
6.1.1 Annual marketing budgets by region
6.1.2 Annual marketing budgets by company turnover
6.2 Global Beverage Industry - Planned Change in Marketing Expenditure
6.2.1 Planned change in marketing expenditure by region
6.2.2 Planned change in marketing expenditure by company turnover
6.3 Global Beverage Industry – Future Investments in Marketing Channels
6.3.1 Future investment in media channel by region
6.3.2 Future investment in marketing channel by company turnover
6.4 Global Beverage Industry – Suppliers’ Future Investment in Marketing and Sales
6.4.1 Planned investment in marketing and sales technologies by region
6.4.2 Future investment in marketing and sales channel by company turnover
7 Marketing and Sales Behaviors in 2013–2014
7.1 Global Beverage Industry - Key Marketing Aims of Suppliers for 2013–2014
7.1.1 Key marketing aims by region
7.1.2 Key marketing aims by turnover
7.2 Global Beverage Industry – Essential Amendments to Marketing Activities in 2013–2014
7.2.1 Amendments to marketing activities by company turnover
7.3 Critical Success Factors for Choosing a Marketing Agency
7.3.1 Critical success factors by company turnover
8 Appendix
8.1 Survey Results – Closed Questions
8.2 About Canadean
8.3 Disclaimer
List of Tables
Table 1: Total Global Beverage Manufacturers' Industry Survey Respondents, 2013
Table 2: Global Beverage Manufacturers’ Industry Respondents by Job Role (%), 2013
Table 3: Global Beverage Manufacturers' Industry Respondents by Region (%), 2013
Table 4: Global Beverage Manufacturers' Industry Respondents by Company Turnover (%), 2013
Table 5: Global Beverage Industry Supplier Respondents by Job Role (%), 2013
Table 6: Global Beverage Industry Supplier Respondents by Region (%), 2013
Table 7: Global Beverage Industry Supplier Respondents by Company Turnover (%), 2013
Table 8: Revenue Growth Optimism in the Global Beverage Manufacturers' Industry (%), 2010–2013
Table 9: Revenue Growth Optimism by Global Beverage Industry Suppliers (%), 2010–2013
Table 10: Global Beverage Manufacturers' Industry: Revenue Growth Optimism by Region (%), 2013
Table 11: Global Beverage Manufacturers’ Industry: Revenue Growth Optimism by Turnover (%), 2013
Table 12: Global Beverage Industry - Revenue Growth Optimism of Senior-Level Respondents (%), 2013
Table 13: Global Beverage Manufacturers - Key Expected Changes in Business Structure (%), 2013
Table 14: Key Expected Changes in Business Structure by Global Beverage Industry Suppliers (%), 2013
Table 15: Key Expected Changes in Business Structure by Region - Global Beverage Industry (%), 2013
Table 16: Key Expected Changes in Business Structure by Turnover - Global Beverage Industry (%), 2013
Table 17: M&A Activity by Global Beverage Industry Suppliers (%), 2010–2013
Table 18: M&A Activity by Region - Global Beverage Industry (%), 2013
Table 19: M&A Activity by Turnover - Global Beverage Industry (%), 2013
Table 20: Forecast of Capital Expenditure by Global Beverage Manufacturers' Industry (%), 2013
Table 21: Forecast of Capital Expenditure by Global Beverage Industry Suppliers (%), 2013
Table 22: Global Beverage Manufacturers' Industry - Planned Change in Staff Recruitment (%), 2013
Table 23: Planned Change in Staff Recruitment by Global Beverage Industry Suppliers (%), 2013
Table 24: Global Beverage Industry - Planned Change in Staff Recruitment by Region (%), 2013
Table 25: Global Beverage Industry - Planned Change in Staff Recruitment by Turnover (%), 2013
Table 26: Global Beverage Manufacturers' Industry - Demand in Emerging Markets (%), 2013–2014
Table 27: Global Beverage Industry Suppliers - Demand in Emerging Markets (%), 2013–2014
Table 28: Global Beverage Industry - Trends Manufacturers Consider for Targeting Emerging Markets (%), 2013
Table 29: Growth Projections in Developed Markets - Global Beverage Manufacturers' Industry (%), 2013–2014
Table 30: Growth Projections in Developed Markets - Global Beverage Industry Suppliers (%), 2013–2014
Table 31: Leading Business Concerns for Global Beverage Manufacturers (%), 2013
Table 32: Leading Business Concerns for Global Beverage Industry Suppliers (%), 2013
Table 33: Global Beverage Manufacturers' Industry - Key Consumer Trends (%), 2013
Table 34: Global Beverage Industry Suppliers - Key Consumer Trends (%), 2013
Table 35: Strategies to Combat Volatility in Input Costs (% Buyer and Supplier Respondents), 2013
Table 36: Global Beverage Industry - Securing Buyer Business - Buyer vs. Supplier Responses (%), 2013
Table 37: Global Beverage Industry - Securing Buyer Business by Region (%), 2013
Table 38: Annual Marketing Budgets - Global Beverage Industry Suppliers (%), 2010–2013
Table 39: Annual Marketing Budgets in the Global Beverage Industry by Region (%), 2013
Table 40: Annual Marketing Budgets in the Global Beverage Industry by Turnover (%), 2013
Table 41: Planned Change in Marketing Expenditure Levels - Global Beverage Industry Suppliers (%), 2010–2013
Table 42: Global Beverage Industry - Planned Change in Marketing Expenditure by Region (%), 2013
Table 43: Future Investment in Marketing Channels - Global Beverage Industry Suppliers, 2013
Table 44: Global Beverage Industry - Future Investment in Marketing and Sales (%), 2013
Table 45: Global Beverage Industry - Future Investment in Marketing and Sales by Region (%), 2013
Table 46: Key Marketing Aims - Global Beverage Industry Suppliers (%), 2013
Table 47: Global Beverage Industry - Key Marketing Aims by Turnover (%), 2013
Table 48: Amendments to Marketing Activities - Global Beverage Industry Suppliers (%), 2013–2014
Table 49: Amendments to Marketing Activities by Company Turnover - Global Beverage Industry Suppliers (%), 2013–2014
Table 50: Critical Success Factors - Global Beverage Industry Suppliers (%), 2010–2013
Table 51: Survey Results - Closed Questions
List Of Figures
Figure 1: Revenue Growth Optimism in the Global Beverage Manufacturers' Industry (%), 2010–2013
Figure 2: Revenue Growth Optimism by Global Beverage Industry Suppliers (%), 2010–2013
Figure 3: Global Beverage Manufacturers' Industry: Revenue Growth Optimism by Region (%), 2012
Figure 4: Revenue Growth Optimism in the Global Beverage Industry by Turnover (%), 2013
Figure 5: Global Beverage Manufacturers - Key Expected Changes in Business Structure (%), 2013
Figure 6: Key Expected Changes in Business Structure by Global Beverage Industry Suppliers (%), 2013
Figure 7: Expected Changes In Business Structure by Senior-Level Respondents (%), 2013
Figure 8: M&A Activity in the Global Beverage Manufacturers’ Industry, 2010–2013
Figure 9: M&A Activity by Global Beverage Industry Suppliers (%), 2010–2013
Figure 10: M&A Activity by Region - Global Beverage Industry (%), 2013
Figure 11: M&A Activity by Turnover - Global Beverage Industry (%), 2013
Figure 12: Forecast of Capital Expenditure by Global Beverage Manufacturers' Industry (%), 2013
Figure 13: Forecast of Capital Expenditure by Global Beverage Industry Suppliers (%), 2013
Figure 14: Global Beverage Industry - Forecast of Capital Expenditure by Region (% Increase Responses), 2013
Figure 15: Global Beverage Industry - Forecast of Capital Expenditure by Turnover (% Increase Responses), 2013
Figure 16: Global Beverage Manufacturers' Industry - Planned Change in Staff Recruitment (%), 2013
Figure 17: Planned Change in Staff Recruitment by Global Beverage Industry Suppliers (%), 2013
Figure 18: Global Beverage Industry - Planned Change in Staff Recruitment by Region (%), 2013
Figure 19: Global Beverage Industry - Planned Change in Staff Recruitment by Turnover (%), 2013
Figure 20: Global Beverage Industry - Top Ten Growth Regions (%), 2013–2014
Figure 21: Global Beverage Industry - Top Five Emerging Markets, 2013
Figure 22: Global Beverage Manufacturers' Industry - Demand in Emerging Markets (%), 2013–201413
Figure 23: Global Beverage Industry Suppliers - Demand in Emerging Markets (%), 2013–2014
Figure 24: Global Beverage Industry - Demand in Emerging Markets by Region (%), 2013–2014
Figure 25: Global Beverage Industry - Demand in Emerging Markets by Turnover (%), 2013–2014
Figure 26: Global Beverage Industry - Top Five Developed Regions by Growth, 2013–2014
Figure 27: Growth Projections in Developed Markets - Global Beverage Manufacturers' Industry (%), 2013–2014
Figure 28: Growth Projections in Developed Markets - Global Beverage Industry Suppliers (%), 2013–2014
Figure 29: Growth Projections in Developed Markets by Region (% 'Increase' Responses), 2013–2014
Figure 30: Growth Projections in Developed Markets by Turnover (% 'Increase' Responses), 2013–2014
Figure 31: Leading Business Concerns for Global Beverage Manufacturers (%), 2013
Figure 32: Leading Business Concerns for Global Beverage Industry Suppliers (%), 2013
Figure 33: Global Beverage Industry - Leading Business Concerns by Region (%), 2013
Figure 34: Global Beverage Industry - Leading Business Concerns by Turnover (%), 2013
Figure 35: Global Beverage Manufacturers' Industry - Key Consumer Trends (%), 2013
Figure 36: Global Beverage Industry Suppliers - Key Consumer Trends (%), 2013
Figure 37: Global Beverage Industry - Key Consumer Trends by Region (%), 2013
Figure 38: Global Beverage Industry - Key Consumer Trends by Turnover (%), 2013
Figure 39: Global Beverage Industry - Securing Buyer Business - Buyer vs. Supplier Responses (%), 2013
Figure 40: Global Beverage Industry - Securing Buyer Business by Region (%), 2013
Figure 41: Global Beverage Industry - Securing Buyer Business by Turnover (%), 2013
Figure 42: Annual Marketing Budgets - Global Beverage Industry Suppliers (%), 2010–2013
Figure 43: Annual Marketing Budgets in the Global Beverage Industry by Region (%), 2013
Figure 44: Annual Marketing Budgets in the Global Beverage Industry by Turnover (%), 2013
Figure 45: Planned Change in Marketing Expenditure Levels - Global Beverage Industry Suppliers (%), 2010–1013
Figure 46: Global Beverage Industry - Planned Change in Marketing Expenditure by Turnover (%), 2013
Figure 47: Future Investment in Marketing Channels - Global Beverage Industry Suppliers, 2013
Figure 48: Global Beverage Industry - Future Investment in Marketing Channels by Region (%), 2013
Figure 49: Global Beverage Industry - Future Investment in Marketing Channels by Turnover (%), 2013
Figure 50: Global Beverage Industry: Future Investment in Marketing and Sales (%), 2013
Figure 51: Global Beverage Industry - Future Investment in Marketing and Sales by Region (%), 2013
Figure 52: Global Beverage Industry - Future Investment in Marketing and Sales by Turnover (%), 2013
Figure 53: Key Marketing Aims - Global Beverage Industry Suppliers (%), 2013
Figure 54: Global Beverage Industry - Key Marketing Aims by Region (%), 2013
Figure 55: Amendments to Marketing Activities - Global Beverage Industry Suppliers (%) , 2013–2014
Figure 56: Amendments to Marketing by Turnover - Global Beverage Industry Suppliers (%) , 2013–2014
Figure 57: Critical Success Factors - Global Beverage Industry Suppliers (%), 2013
Figure 58: Critical Success Factors by Turnover - Global Beverage Industry Suppliers (%), 2013
