The annual survey conducted by Cannondale Associates covers a number of company performance measures for both consumer goods manufacturers and retailers, including such areas as brand power, marketing programs, sales teams, etc. The rankings are developed by asking retailers to rate manufacturers on each of these categories, and manufacturers that participate to rank retailers on a similar set of attributes. The consumer goods companies are generally from the food and packaged goods sectors, and the retailers are correspondingly in the channels that support those manufacturers, such as mass merchandisers, grocers, and drug store chains. The following companies were rank in order with P&G taking the top spot followed by Kraft, General Mills, PepsiCo, Unilever, Nestle, Clorox, Kimberly Clark, Coca Cola and Kellogs.
