Leading Brands by Romanian Internet Users 2013 gemiusAdHocMarch 2013
we support knowledge driven business decisions.com 2 2 ...
About the study6th edition (2012, 2011, 2010, 2009, 2008)The results of the study are compared with the dataobtained in 20...
Research method Data were gathered between 14th-29th January 2013. Invitations to take part in the survey were displayed...
Survey Structure The survey was divided into three main sections: 1. leading brands and online presence characteristics 2....
Leading Brands features / 6 6 Online Presence features 6
Leading brands features Which of the following features are, in your opinion, to the greatest extent those of a ‘lead...
Brand’s online presence features Which of the features given below are, in your opinion, to the greatest extent thos...
Romanian brands
Romanian brands most present on the internet Top 10 (spontaneous answers) 35%When you think about Romanian brands...
Romanian popular brands Top 10 (spontaneous answers) When you think about popular Romanian brands, which brand...
Romanian trustworthy brands Top 10 (spontaneous answers) 35% When you think about trustworthy Romanian brands, whi...
Banks and Insurance
Unaided awareness Top10 Banks & Insurance Which bank and insurance brands have you heard of? ...
Banks & Insurance – Leading Brands Index ...
Banks & Insurance – Online Presence Index ...
Personal care/cosmetics
Unaided awareness Top10 Personal Care Which personal care/cosmetics brands have you heard of? 38.8% ...
Personal Care – Leading Brands Index 0.000 0.100 0.200 0.300 ...
Personal Care – Online Presence Index 0 0.1 0.2 0.3 ...
Auto
Unaided awareness Top10 Auto Which car brands are you familiar with or at least have heard of? ...
Auto – Leading Brands Index 0.000 0.100 0.200 0.300 ...
Auto – Online Presence Index 0.000 0.100 0.200 0.300 ...
Telecommunications
Unaided awareness Telecommunication Which telecommunication brands have you heard of? 74.7% ...
Telecommunication – Leading Brands Index 2013 ...
Telecommunication – Online Presence Index 201...
Catalin Emilian,Country Manager Romania & MoldovaCatalin.emilian@gemius.comwww.gemius.comwww.facebook.com/Gemius.Romania@G...
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Prezentare Leading Brands 2013

STUDIU ONLINE LEADING BRANDS IN ROMANIA (EDITIA A-VI-A) by Catalin Emilian, Country Manager Romania & Moldova, Gemius
Published on: Mar 4, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - Prezentare Leading Brands 2013

  • 1. Leading Brands by Romanian Internet Users 2013 gemiusAdHocMarch 2013
  • 2. we support knowledge driven business decisions.com 2 2 2
  • 3. About the study6th edition (2012, 2011, 2010, 2009, 2008)The results of the study are compared with the dataobtained in 2012 and statistical differences wereinvestigated.The study identifies the perception of the characteristicsdetermining a leading and online brand.Two main goals were achieved as a result of the study: 3 3 indication of the leading brands in various categories asperceived by the Romanian internet users 3 finding out which are the most online present brands, inRomanian internet users opinion
  • 4. Research method Data were gathered between 14th-29th January 2013. Invitations to take part in the survey were displayed on sites: eJobs.ro, Imedia, Rol.ro, Europafm.ro and Trilulilu.ro. Target group of the study are Romanian internet users aged 18-45. The final sample (N) consists of 2359 questionnaires completed by Romanian internet users aged 18-45. Results of the study were presented with the use of an analytical weight, based on data concerning structure of the 4 4 online population in terms of gender and age of internet users. 4
  • 5. Survey Structure The survey was divided into three main sections: 1. leading brands and online presence characteristics 2. Romanian brands: popularity, trustworthiness, online presence 3. product categories (banks and insurance; personal care/cosmetics; auto; telecommunications). The first two sections were displayed to all respondents In the third section (product categories) one respondent was asked questions about only one product category. 5 5 Leading Brands and Online Presence Indices • values range between 0 and 1 5 • created on the basis of the most important features indicated by users
  • 6. Leading Brands features / 6 6 Online Presence features 6
  • 7. Leading brands features Which of the following features are, in your opinion, to the greatest extent those of a ‘leading brand’? Please indicate up to 2 features. 0% 20% 40% 60% 80% 100% 64% It has high quality products 67% 33% High quality products or It is widely known services is the most important 38% attribute when evaluating a brand’s success. 31% It has products that sell very well It seems that being widely 29% known has significantly decreased in importance as 23% compared to one year ago. It differentiates from the rest of the brands 21% Having innovative products or services has become more 25% important than in 2012. 7 7 Its product/services are innovative 20% 6% It has a lot of fans 6% 2013 7 1% 2012 None of the above 1%Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
  • 8. Brand’s online presence features Which of the features given below are, in your opinion, to the greatest extent those of a brand’s online presence? Please, indicate up to 2 features. 0% 20% 40% 60% 80% 100% Necessary data about its products/services and 44% contact are available online 43.0% Its online image [website, banners, design, graphics] 36%  The ranking used to is seamless and constantly improving 34.6% determine the online presence index changed in Communicates with its clients online through as 29% 2013 – the online image is many ways as possible- blog, newsletters, social slightly more important this networks, etc... 28.8% year than the online communication of a brand. 31% Its products can be bought via the internet Having the possibility of 28.4% buying products via the internet has become more It is intensively promoted online (banners, sponsored 24% important than in 2012. 8 8 links, contextual) 38.0% It is intensively discussed by internauts on 15% blogs, online forums, chats and social networks 16.5% 8 2013 3% 2012 None of the above 2.7%Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
  • 9. Romanian brands
  • 10. Romanian brands most present on the internet Top 10 (spontaneous answers) 35%When you think about Romanian brands most present on the internet, which brands come to your mind first? 30% 25% 23.1% 20% 15% 12.9% 12.5% 10% 7.4% 6.3% 4.9% 1 1 4.6% 4.5% 4.5% 5% 0 0 0% 10 Dacia Borsec eMag Ursus Dorna Gerovital (Ana BCR Farmec Ciocolata cu Aslan) Rom 2013 2012Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
  • 11. Romanian popular brands Top 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to your mind first? 35% 30% 25.8% 25% 20% 15% 14.0% 10% 8.3% 8.3% 6.8% 6.3% 5.2% 5.1% 4.9% 4.9% 1 1 5% 1 1 0% Dacia Borsec Ursus Ciocolata cu Napolact Dorna eMag Farmec Gerovital Arctic 11 Rom (Ana Aslan) 2013 2012Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
  • 12. Romanian trustworthy brands Top 10 (spontaneous answers) 35% When you think about trustworthy Romanian brands, which brands come to your mind first? 30% 25% 22.0% 20% 15% 14.1% 10% 6.9% 6.9% 6.5% 6.4% 5.8% 4.9% 4.8% 1 1 4.3% 5% 2 2 0% 12 Dacia Borsec Gerovital Napolact Dorna eMag Farmec Arctic Ursus BCR (Ana Aslan) 2013 2012Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
  • 13. Banks and Insurance
  • 14. Unaided awareness Top10 Banks & Insurance Which bank and insurance brands have you heard of? 2013 2012 56.1% 37.6% 33.8% 25.4% 1 1 14.6% 4 4 12.0% 10.5% 9.7% 9.6% 7.7% 14 BCR BRD ING Banca Raiffeisen Asirom Unicredit-Tiriac Allianz-Tiriac Astra Omniasig TransilvaniaBase: respondents to whom the block of questions about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2012
  • 15. Banks & Insurance – Leading Brands Index 2013 2012 ING 0.343 BCR 0.318 BRD 0.273 Banca Transilvania 0.258 Raiffeisen 0.244 Allianz-Tiriac 0.223 CEC 0.19 Unicredit -Tiriac 0.181 Asirom 0.152 Generali 0.139 Omniasig 0.139 Astra 0.128 BancPost 0.126 1 1 0.101 5 5 Alpha Bank Groupama 0.098 Aviva 0.055 15 Millenium 0.052 RBS 0.037Base: respondents to whom the block of questions about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2013
  • 16. Banks & Insurance – Online Presence Index 2013 2012 ING 0.343 BCR 0.318 BRD 0.273 Banca Transilvania 0.258 Raiffeisen 0.244 Allianz-Tiriac 0.223 CEC 0.19 Unicredit -Tiriac 0.181 Asirom 0.152 Generali 0.139 Omniasig 0.139 Astra 0.128 0.126 1 1 BancPost 6 6 Alpha Bank 0.101 Groupama 0.098 Aviva 0.055 16 Millenium 0.052 RBS 0.037Base: respondents to whom the block of questions about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2012
  • 17. Personal care/cosmetics
  • 18. Unaided awareness Top10 Personal Care Which personal care/cosmetics brands have you heard of? 38.8% 27.7% 21.2% 19.0% 16.3% 13.7% 13.2% 10.0% 1 1 8.5% 7.2% 8 8 Nivea Gerovital / Avon Farmec Dove L`Oreal Oriflame Elmiplant Garnier Gillette 18 Aslavital / Ana Aslan 2013 2012Base: respondents to whom the block of questions about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2012
  • 19. Personal Care – Leading Brands Index 0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800 Nivea 0.441 Dove 0.440 Gillette 0.414 Colgate 0.388 L`Oreal 0.358 Vichy 0.331 Avon 0.303 Blend-a-med 0.290 Garnier 0.275 Gerovital 0.267 Rexona 0.263 Oriflame 0.244 Palmolive 0.223 Farmec 0.219 0.209 1 1 Yves Rocher 9 9 Maxfactor 0.202 Head&Shoulders 0.184 Elmiplant 0.179 19 Rimmel 0.169 Gerocossen 0.113 2013 2012Base: respondents to whom the block of questions about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2013
  • 20. Personal Care – Online Presence Index 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 Avon 0.378 Oriflame 0.323 Nivea 0.294 Gillette 0.288 L`Oreal 0.272 Dove 0.264 Colgate 0.244 Vichy 0.2 Garnier 0.199 Yves Rocher 0.198 Rexona 0.193 Blend-a-med 0.184 Palmolive 0.161 Gerovital 0.157 2 2 Head&Shoulders 0.152 0 0 Farmec 0.15 Maxfactor 0.145 Rimmel 0.137 20 Elmiplant 0.118 Gerocossen 0.083 2013 2012Base: respondents to whom the block of questions about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2013
  • 21. Auto
  • 22. Unaided awareness Top10 Auto Which car brands are you familiar with or at least have heard of? 2013 2012 60.2% 28.2% 24.0% 23.6% 19.9% 19.1% 15.3% 13.0% 2 2 2 2 8.3% 6.9% 22 Dacia BMW Audi Mercedes-Benz Renault Ford Volkswagen Opel Toyota SkodaBase: respondents to whom the block of questions about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
  • 23. Auto – Leading Brands Index 0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800 BMW 0.535 Mercedes-Benz 0.507 Audi 0.440 Volkswagen 0.417 Opel 0.258 Volvo 0.257 Toyota 0.241 Ford 0.240 Dacia 0.238 Renault 0.213 Skoda 0.199 Peugeot 0.177 Honda 0.165 Nissan 0.154 Hyundai 0.138 2 2 0.133 3 3 Fiat Chevrolet 0.114 Kia 0.102 Citroen 0.101 23 Seat 0.099 2013 2012Base: respondents to whom the block of questions about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
  • 24. Auto – Online Presence Index 0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800 BMW 0.391 Mercedes-Benz 0.349 Audi 0.334 Volkswagen 0.306 Dacia 0.305 Opel 0.243 Renault 0.241 Ford 0.240 Skoda 0.215 Toyota 0.214 Peugeot 0.206 Volvo 0.188 Hyundai 0.178 Fiat 0.171 2 2 Nissan 0.169 4 4 Chevrolet 0.164 Honda 0.157 Seat 0.146 24 Citroen 0.144 Kia 0.139 2013 2012Base: respondents to whom the block of questions about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
  • 25. Telecommunications
  • 26. Unaided awareness Telecommunication Which telecommunication brands have you heard of? 74.7% 73.3% 72.4% 70.3% 62.8% 60.3% 35.2% 30.0% 2013 2012 2 2 6 6 9.8% 9.0% 3.2% 26 1.6% 1.8% 1.6% Vodafone Orange Cosmote Romtelecom RDS-RCS UPC DigiBase: respondents to whom the block of questions about telecommunication was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
  • 27. Telecommunication – Leading Brands Index 2013 2012 0.461 Vodafone 0.454 Cosmote 0.441 Orange 0.243 RDS-RCS 2 2 7 7 0.222 Romtelecom 27 0.136 UPCBase: respondents to whom the block of questions about telecommunication was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
  • 28. Telecommunication – Online Presence Index 2013 2012 0.543 Orange 0.529 Vodafone 0.474 Cosmote 0.291 Romtelecom 2 2 8 8 0.225 RDS-RCS 28 0.191 UPCBase: respondents to whom the block of questions about telecommunication was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
  • 29. Catalin Emilian,Country Manager Romania & MoldovaCatalin.emilian@gemius.comwww.gemius.comwww.facebook.com/Gemius.Romania@GemiusRomania

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