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Consumer Goods 2010 Report: The WRatings Most Competitive Companies

The wRatings Corporation, a consumer-based equities research firm, announced today its 2010 Consumer Goods rankings for the Most Competitive companies. The rankings cover companies that manufacture products or deliver services for distribution through retail. Topping the lists are Coca-Cola (NYSE:KO), Deckers (NASDAQ:DECK) and Universal Travel Group (NYSE:UTA) for Large, Mid and Small Cap stocks respectively.

While the stock market is up substantially over the past year, the recession has not been equally kind to those companies surviving. Large Caps have far out-competed their smaller peers and many invested wisely to enhance their business frameworks. Since 2007, Large Caps increased their competitive strength about 6X more than Mid Caps and 3X more than Small Caps.

“Traditional CG manufacturers focus on building their products and brands since that’s how marketers define them,” said Gary A. Williams, founder & CEO of wRatings, says, “But the leaders are changing the game by using their business frameworks to lock-in customers or lock-out rivals. These strengths go beyond new packaging or positioning into their supply and delivery chains. When done well, their rivals struggle to figure out what’s wrong.”

The full report ranks the Top 20 Large-, Mid- and Small-Caps, and spotlights several companies that have built moat barriers to protect their profits and customers.

        2010   2007   3-Yr
RANK LARGE CAPS ($5B+ Market Cap) TICKER INDUSTRY W Score W Score Gain
1 The Coca-Cola Company NYSE: KO Beverages 97.5 88.0 9.5
2 British American Tobacco PLC AMEX: BTI Tobacco 92.3 66.9 25.4
3 Nike Inc NYSE: NKE Footwear 92.2 41.9 50.3
4 Lorillard Inc NYSE: LO Tobacco 91.9 -- --
5 PepsiCo, Inc. NYSE: PEP Beverages 90.2 73.7 16.4
                         
MID CAPS ($1B - $5B Market Cap)
1 Deckers Outdoor Corporation NASDAQ: DECK Footwear 92.8 87.9 4.8
2 Herbalife Ltd NYSE: HLF Food & Meats 92.3 90.2 2.1
3 Hansen Natural Corp NASDAQ: HANS Beverages 92.3 88.8 3.5
4 Gildan Activewear Inc NYSE: GIL Apparel 90.7 70.1 20.7
5 Polaris Industries Inc. NYSE: PII Recreation 89.8 82.9 6.9
                         
SMALL CAPS (Under $1B Market Cap)
1 Universal Travel Group

NYSE: UTA

Recreation 95.8 -- --
2 Corby Distilleries Ltd TSE: CDL.B Beverages 95.7 81.0 15.1
3 China Marine Food Group Ltd AMEX: CMFO Food & Meats 95.0 -- --
4 Alpha Pro Tech Ltd. AMEX: APT Apparel 94.1 75.0 19.2
5 Ambassadors Group Inc NASDAQ: EPAX Recreation 92.9 85.9 7.0
 

To generate their scores, wRatings conducts a weekly survey with consumers and business executives from over 40 countries throughout every quarter. The firm has been conducting customer surveys since 1999. A W Score™ of 100 means the company built the highest customer and economic advantages when compared to the 4,000+ stocks in the wRatings universe of coverage. You can access the report here:

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