What is CPG Branding? | Consumer Packaged Goods (CPG) Companies | Examples of CPG Products and Brands
What is CPG Branding?
What is CPG branding? CPG stands for consumer-packaged goods. This term refers to products that are sold in a sealed package, such as food or beverages.
It may be described as items that are sold rapidly and at very low rates in the marketplace. They are also known as FMCG i.e. Fast Moving Consumer Goods.
The examples of CPG include the products and goods that are non-durable in nature such as beverages, packaged food items, toiletries, medical drugs that are sold over the counter, and other such consumable products.
For example, the Coca-Cola Company produces many different types of carbonated drinks including Coke Zero and Diet Coke.
These two brands have their own logos which distinguish them from other competing brands.
Marketers use these logos to advertise the idea that consumers should choose one product over another because it offers them something better than what they can get elsewhere.
In a nutshell, it’s the process of building an identity for a product. This identity includes all aspects from design to packaging and marketing.
The goal of this branding is to create an emotional connection between consumers and products in order to give them a sense of loyalty and make them want to purchase more items from the same brand.
CPG stands for consumer-packaged goods, which are typically food or household products that can be found on store shelves like grocery stores or pharmacies.
Products and goods that are non-durable in nature, such as drinks, packaged food items, toiletries, over-the-counter medical medicines, and other such consumable products, are examples of CPG.
Consumer Packaged Goods (CPG) Companies
1. Coca-Cola Brand
Coca-cola is the largest brand of carbonated soft drinks in the world. Coca-Cola, sometimes known as Coke, is a carbonated soft drink produced by The Coca-Cola Company. It was founded by pharmacist John Pemberton in 1886.
Coca-Cola was first sold as a patent medicine, which contained cocaine, derived from kola nuts. The drink was named after its creator, Indian Chief Ka’ahumanu who was the head of the Māhele tribe during that period.
Pemberton’s original formula contained sugar, soda water, vanilla extract and caffeine, but it lacked caffeine.
It was sold as a non-alcoholic beverage, which was still illegal at that time.
Coca-Cola became so popular that it was brought to Europe by Italian immigrant Angelo Mariani, who first introduced the drink to London. Mariani’s first attempt at resurrecting Coca Cola failed because of the absence of caffeine.
It was later purchased by businessman Asa Griggs Candler, whose marketing strategies propelled Coca-Cola to domination of the global soft-drink industry throughout the twentieth century.
The name of the drink alludes to two of its primary ingredients: coca leaves and kola nuts (a source of caffeine). Coca-present Cola’s formula is a trade secret; nonetheless, a number of purported formulas and attempted recreations have been published.
The drink spawned imitators and spawned a new category of soft drink: colas.
The Coca-Cola Company manufactures concentrate, which is subsequently distributed to licensed Coca-Cola bottlers throughout the world.
The bottlers, who have exclusive area contracts with the firm, make the completed product in cans and bottles by combining the concentrate with filtered water and sweeteners.
Coca-Cola is then sold, distributed, and merchandised by bottlers to retail stores, restaurants, and vending machines all over the world. The Coca-Cola Company also distributes concentrate to large restaurant soda fountains and foodservice wholesalers.
The Coca-Cola Company has released different cola drinks under the Coke brand on occasion.
Diet Coke is the most common of these, but there are also Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, Coca-Cola Vanilla, and special variants with lemon, lime, and coffee.
From July 1985 through 2009, Coca-Cola was marketed as Coca-Cola Classic to distinguish it from “New Coke.” According to Interbrand’s 2020 “best global brand” research, Coca-Cola was the world’s sixth most valuable brand.
Coke products were distributed in over 200 countries globally in 2013, with consumers consuming more than 1.8 billion corporate beverage servings each day.
Coca-Cola was rated No. 87 on the 2018 Fortune 500 ranking of the biggest businesses in the United States based on total revenue.
2. PepsiCo
The Pepsi-Cola Company was founded by Caleb Bradham in the year 1888. The company was originally called New Drink Company because it was supplied in a new wafer-style bottle shape.
In 1893, the name of the company was changed to the Pepsi Cola Company.
In 1911, they launched their first product under the brand name “Pepsi-Cola”.
They also acquired rights to use the Coca-Cola trademark from them when they lost a trademark dispute for Pepsi Cola. The company was renamed as the Pepsi-Cola Company in 1929.
They also started to sell 12 packs of soft drink bottles. The company, later on, developed the first six-pack of sodas, which led them to introduce their famous slogan “Pepsi brings you back to life”.
It also introduced another slogan, “The Choice of a New Generation”, which helped it gain popularity and become recognized worldwide.
3. Nestle
Nestle is a Swiss multinational company that sells food products worldwide. Founded in the year 1867, the company has its headquarters in Vevey, Switzerland.
They are famous for their chocolate products like Nestle Crunch and Aero bars. The brand is said to be the best-selling candy bar in America.
The company also holds assets in medical nutrition, water purification systems and pet care products.
Many big CPG companies, such as Nestlé, have teams dedicated to providing market research, insights, and consumer behavior analysis.
Finally, it is big data and research that propels our goods to the top of their respective classes.
However, it is the people behind our brands that offer experience, variety of thought, and new ideas to our day-to-day activities.
Being a part of a consumer-packaged goods business means being a part of a very large family – a collection of sister companies and different subsidiaries that offer daily brands to everyday consumers.
Nestlé’s family of over 300,000 employees spread over 150 countries creates 10,000+ distinct products that sell over a billion units every day.
From sunrise to night, from birth to old age, we create a product for every minute of every day.
That translates to billions of dollars in annual income, thousands of individuals who are gainfully employed, and a variety of other sectors that benefit.
4. Colgate
The toothpaste brand Colgate, which is owned by the Colgate-Palmolive Company, is extensively used by millions of families all over the world.
Because of the great heritage established by the initial line of goods, the brand currently provides toothbrushes and mouthwashes in addition to toothpaste.
Other than toothpaste, they also sell various soaps, mouthwash, facial cleansers, and mouth sprays. Currently, it is the third-largest toothpaste brand in the United States.
It is said that there are more than 300 different products under this brand label.
5. L’Oreal
L’Oréal is the world’s largest cosmetics brand. Founded in 1909, the company is present all over the world with its headquarters located in Paris, France.
The company produces skin care products like lipsticks, make-up, skin lotions, and other such cosmetics under this brand name.
They also offer hair care products like shampoos and conditioners for men and women alike.
The company operates worldwide marketing its products to customers through direct selling methods or via its own stores or franchises.
6. Lifebuoy
Unilever sells the Lifebuoy brand of soap. Lifebuoy was initially, and for much of its existence, a phenol-containing carbolic soap.
The soaps sold under the Lifebuoy name now do not contain phenol. There are several Lifebuoy variations available today.
The soap brand is among the top CPG Brands in the market and is used as a disinfectant, with the product having health benefits.
The brand colors of red and white, as well as other marketing and promotional elements, as well as the high quality of the items, have resulted in a devoted client base.
7. Procter and Gamble
Procter and Gamble is a household product manufacturer that sells things like mouthwash, shampoo, hair spray, and toothpaste.
With such a wide range of products, they are among the top CPG companies in the world.
The company was founded in Cincinnati in 1837 by William Procter and James Gamble.
In 1947 it made its first acquisition when it bought Charmin Paper Mills. After this acquisition, it inherited P&G’s first consumer brand Charmin.
In 2005, P&G sold Luv U Zoo, a baby-formula brand. In 2007, it sold the pet-product brands it had acquired from Pfizer Consumer Healthcare to Spectrum Brands.
8. Unilever
Unilever is a large company that specializes in consumer goods and food products. They make products like toothpaste, margarine, and personal care items such as shampoo and conditioner.
Unilever is split into four main categories, namely Foods and Refreshment, Home Care, Personal Care, and Baby and Health.
Unilever was founded in 1930 and incorporated in Rotterdam (Netherlands) and started off by producing margarine.
The company then grew to produce a range of consumer goods such as food products, soaps, detergents, etc.
9. Oreo
Mondelez International owns the Oreo brand of creme-filled sandwich cookies, which consist of two (typically chocolate) wafers with a sweet crème filling.
The company was started in California in 1905 by Salvatore Ferrucci and Marcellus Gilmore Edson.
The idea was to create a biscuit that could be sold during the California Gold Rush. Later on, the brand was trademarked and produced by Nabisco in 1912.
Oreo, which was introduced on March 6, 1912, is the best-selling cookie brand in the United States, where it is sold under the Nabisco name, and it became the number one selling cookie internationally in the twenty-first century.
As of 2018, the version marketed in the United States is manufactured by Mondelez International’s Nabisco subsidiary.
Oreo cookies may be found in over a hundred countries.
Many other flavors of Oreo cookies have been created, and limited-edition runs have grown popular in the twenty-first century.
CPG Branding FAQs
1. What is CPG Branding?
CPG is an abbreviation for Consumer-Packaged Goods, which are consumer products that are packaged in a discrete unit. The packaging is specifically designed for individual sales to consumers.
It can include household products, cars, toys, and any other product that is mass-produced.
Products that require individual wrapping or packaging are examples of CPG’s. Examples include toothpaste, tissue paper, pet food and soaps etcetera.
Why is CPG marketing important?
In the CPG marketing world, brands are very important. If a brand does not do well in the market, then the company manufacturing it will go into a loss situation.
Hence, a lot of attention is given to marketing and branding. Good CPG branding gives consumers more options to choose from and better quality of goods too.
What is the importance of CPG Branding?
Extensive research and testing are done on new brands and their packaging in order to create a name that has the potential to last in the market for a long time.
By way of example, JUno is a brand of instant noodles or ramen. It was founded by an entrepreneur in Japan named Tadao Aoki.
He added the name “Juno” to the packaging to give it a personal touch. The name stuck among consumers.
How can BRANDING help with CPG?
Branding can help in attracting more customers and making them loyal to the CPG product. Marketing of CPG products is done via several media including print or digital advertisements, word of mouth, or by holding competitions for free products etcetera.
They also have their own stores or franchises where they sell their products directly to customers.
How do CPG companies target consumers?
CPG companies can target consumers through various mass media including websites, social media or print advertisements.
They can also use TV to target their customers. For example, Mondelez International has created a series of TV commercials featuring the Oreo cookie.
What are some CPG brands?
Some common CPG brands that are in the market are Dove, Kraft, Cover Girl, Axe etcetera. There are many others that are gaining market share too.
What are CPG Variants?
A CPG variant is an alternative packaging for a CPG product. They can be sold alongside the original product, but they are aimed at different target markets.
For example, Dove created their own bottle for shaving products called “Quattro”.
They also created new variants like “Feather” and “Silk”.
What is the difference between Branding and Packaging?
Industry experts define branding as the process of creating a name that represents what the CPG company does.
For example, Dove is a CPG brand that is marketed via print advertisements, while its packaging is created by the company.
What are some examples of CPG brands?
Some common examples of CPG brands are Nestle, Mars, Tide etcetera.
What are some examples of CPG packaging?
Some common examples of CPG packaging are toothpaste tubes, conditioner bottles, shampoo bottles etcetera. Each product has its own individual packaging to get customers to buy it.
What is the difference between brand marketing and CPG marketing?
CPG marketing is focused on selling products with individual packaging to consumers. For example, Dove has its own packaging for every product.
Brand marketing involves branding that is created to represent what a company does or stands for.
For example, Dove is not just a CPG brand but also a brand that represents cleanliness and beauty.
What is the difference between CPG and FMCG?
CPG stands for consumer-packaged goods, while FMCG stands for Fast Moving Consumer Goods. FMCG are products that are bought in large quantities by consumers.
They are bought at a moment’s notice instead of being bought over time. Hence, CPG companies have to be very fast in their marketing activities in order to be noticed by the consumer.
What is FMCG?
FMCG is an example of CPG brands since they are used by consumers when they need it the most.
Some examples of FMCG are toothpaste, shampoo, bread etcetera. They are used on a daily basis by consumers.
What is CPG?
A CPG is a consumer-packaged good, which is any good that is sold to consumers in its own packaging.
It can be anything from bags of chips or cookies to tissues or perfumes. They are usually sold in grocery stores or pharmacies where people can get them conveniently.
What are some examples of CPG companies?
Some common examples of CPG companies are Unilever, Procter & Gamble, L’Oreal etcetera.
Is milk considered a CPG?
What exactly is CPG? A CPG is a consumer-packaged good. These are items that are rapidly sold and packed for everyday usage.
Such goods include perishable consumables like milk and bread, as well as other things like over-the-counter medicines.
What are CPG products?
CPG products are consumer-packaged goods, which are sold in their own packaging on a daily basis. They are usually stored at retail stores and used by consumers on a daily or weekly basis.
How do you sell more CPG?
Consumer packaged goods (CPG) products are products that ordinary consumers use on a daily basis and require routine replacement or replenishment, such as food, beverages, clothing, cigarettes, cosmetics, and home supplies.
Consumer packaged goods must be sold quickly, so the packaging must be effective and eye-catching for customers to notice them.
What is a CPG brand?
A CPG brand is a brand that represents a company’s product line or a product category in general.
What is a Consumer Products Company example?
P&G is an example of a CPG company that manufactured a variety of household products that customers purchased at retail stores.
CPG Brands have been around for hundreds of years, although in modern times, CPG categories are mostly considered to be fast-moving goods like food, drinks, and cleaning products.
What are the best CPG brands?
These are a few more examples of CPG Company Brands:
Coca-Cola, Diet Coke, Honest Tea Conagra Slim Jim, Duncan Hines, Hunts Frito-Lay Lay’s, Doritos, Cheetos Nestle Cheerios, Gerber’s, Pellegrino Proctor and Gamble Crest, Gillette, Tide Unilever Axe, Dove and Lipton
What is horizontal integration?
Horizontal integration is simply when a company in one category, expands into another category.
In the case of P&G, it started in bath soap, moved to laundry soap, then paper products, coffee, potato chips, and even dog food.
What is a vertically integrated CPG company?
A vertically integrated CPG company would sell products to retailers and directly to customers via company-owned stores or feature a robust direct-to-consumer/catalog model.
What are the drawbacks of launching a direct-to-consumer business?
Customer acquisition costs are too high for the products given that Facebook and Google own an effective duopoly on online advertisement.
What are Private Label Products?
For as long as chain retailers have existed, they’ve sold some level of unbranded or private label products.
What are the key trends in private labels?
Today, private labels aren’t just low-priced offerings, but brand builders for the retail chains themselves.
What are the fastest-growing categories?
Among the fastest-growing categories for private label, sales are lipstick, facial moisturizers, and baby food.
What are the benefits of private label goods?
If a retailer owns the production of private-label goods, they mostly capture all the margin between the production cost and the shelf price.
What’s the Impact of Competition on CPG Brands?
The end result of this is that established CPG brands aren’t just facing competition from other manufacturers, but they’re facing intense competition from retailers–who used to be their partners.
What is Colgate toothpaste?
The toothpaste brand Colgate is owned by Colgate-Palmolive Company has been widely used by millions of households all across the globe.
What is the brand awareness of Nestle Chocolate Biscuits?
The chocolate biscuit brand from the house of Nestle is yet another successful product from the company that has made it to the list of Top 10 CPG Brands.
What are the different types of products?
The examples of CPG include the products and goods that are non-durable in nature such as beverages, packaged food items, toiletries, medical drugs that are sold over the counter, and other such consumable products.
What are the factors behind this?
The Consumer Packaged Goods have a shorter shelf life as they are majorly perishable in nature and the quality of the products deteriorates very quickly due to the environment and time factors.
Who are the brand ambassadors?
The brand has hired various brand ambassadors in almost every operational country having the celebrity likes of Jane Fonda, Sonam Kapoor, Aishwarya Rai Bachchan, Eva Longoria, J
What’s next for the CPG industry?
One of the main trends Kotsikopoulos says she’s seeing at both a visual and a messaging level is consumer packaged goods brands moving away from a heavily curated image.
What are the real problems?
“With CPG, a lot of the products are designed to solve non-glamorous problems, such as toilet paper,
What is fast-moving consumer goods (FMCG)?
Sometimes you’ll hear consumer packaged goods (CPG) referred to as fast-moving consumer goods (FMCG) because they often sell quickly from shelves either because they are perishable (e.g., meat) or have high consumer demand (e.g., toilet paper).
Why are Oreos so popular?
These goods think Oreos are typically produced on a massive scale and sold for cheap.
What is the retail industry?
The retail industry is just one portion of the entire consumer packaged goods (CPG) industry.
What is the importance of packaging?
This characteristic is important for a few important reasons: This attribute brands the product Packaging prolongs the shelf life of a product as long as possible.
The wrapper informs consumers about ingredients, expiration dates, etc.
