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NORWALK, Conn. — PepsiCo Inc. and The Coca-Cola Co. are the top beverage companies on the 2016 Kantar Retailer PoweRanking list at No. 1 and No. 2, respectively. This marks their highest historical rankings ever in the annual benchmarking study.
PepsiCo's broad improvement across many strategic and operational metrics measured in the study pushed it to the top of the list. Participants praised its ability to provide top-class capabilities in the area of data analytics.
"PepsiCo has embraced the data and has brought new insights and analytics," said one major retailer. "They have really transformed the conversation [between our companies]."
Coca-Cola received the top ranking for innovative marketing for its creative campaigns such as "Share a Coke."
"Coke is building the interest of consumers with their new 'Share a Coke' campaign," said one retailer. "The customers are excited to look for their names or favorite songs on the bottles."
The annual PoweRanking list is determined by participating manufacturers. It is designed to identify the manufacturers and retailers viewed as best-in-class by their major trading partners and to provide insight into what distinguishes them across key areas of the manufacturer-retailer business relationship.