Hll, Titan Most Admired Marketers

Though the two have retained their positions, their scores have declined from last year while the tailenders in both the fast moving consumer goods and the durables' lists have risen, leading to fierce competition.

According to the annual A&M magazine survey on the most admired marketing companies conducted in association with MARG, Nestle, Cadbury and Pepsi have climbed over last years runner-up P&G to occupy the second, third and fourth spots, respectively.

P&G is now at number six. Coca-Cola has also risen to number 11, but the gap between the Pepsi and Cola has widened to seven places.

ITC is another company that seems to be losing its ability of wowing respondents, the A&M survey says, adding, Not surprising considering how much bad press it continues too receive. It put up its worst show yet at number seven.

 

Raymond is a surprise at number eight. The textile company is this year's most admired fully Indian fast moving consumer goods marketer, an honour that was McDowell's last year.

The flagship of the UB group slid 10 notches down to number 21. Though Kellog, the cereal-flakes marketer, made its debut last year with bang at number eight position proves to be this year's biggest disappointment.

Despite being rated for its differentiated products and their superiority over competitors, Kellog's perceived marketing weaknesses has taken it 20 places down to as low as the second last spot.

Similar is the fate of Frooti marketer, Parle Agro. which too has slipped down twelve ranks.

Among durables' marketers, Maruti is this year's biggest surprise.

The public sector undertaking had not been considered in the past because of its monopolistic position, the survey says. With car ventures getting off the ground, this is no longer true.

Maruti in this category is at the runner-up spot after Titan and has equalled MRF's three-year-old record of achieving the best position for a debutant in the survey.

Another new entrant that has been rated highly is Modi Xerox. The document company enters at number 10, surpassing all others on the perception of after-sales service.

The personal computer marketers HCL-HP, another first-timer has also fared well- at number 12 it is far ahead of rivals like Wipro Infotech (No 22) and PCL (No 25).

The survey was carried out in Mumbai, Calcutta, Delhi, Madras and Bangalore and the respondents comprised marketing personnel in the fast moving consumer goods and durables companies.