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Mărci inovatoare
în viziunea consumatorilor
Alina Stepan | Managing Director, Ipsos Research
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Tot ce era de inventat s-a inventat deja
1964: Dick Bird pitches a roll-on deodorant prototype.
Imagine it’s smaller and contains perfume!
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Tot ce era de inventat s-a inventat deja
Successful entry in an oversaturated market
“There is no reason anyone would want a computer in their home.”
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Ce înseamnă inovația pentru
consumatorul român?
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Două laturi – o falie?
FUNDAMENTAL DIFERENȚIATOR
Dezvoltare
Constanţă
Îmbunătăţire
Utilitate
Calitate
Suprinzător
Inedit
Revoluţionar
Creativ
Un nou început
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Lupta contrariilor
Ce se aşteaptă
de la o marcă
inovatoare?
Ce trebuie, de
fapt, să facă o
marcă
inovatoare?
În principiu...transpiraţieInspiraţie. Modele de urmat.
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METODOLOGIA
CERCETARIIInterviuri in
profunzime cu specialiști
1Grupuri de
dezbateri cu consumatori
21200 interviuricantitative cu consumatorii
3Discutii de validare cu specialiștii
4
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Beneficiile inovaţiei
74%
71%
70%
68%
66%
65%
65%
64%
64%
63%
63%
63%
Acces la noutati
Acces la dispozitive de ultima generatie
Faciliteaza activitatea
Echipamente moderne
Servicii/ produse de calitate superioara
Lucrurile devin mai accesibile
Solutii alternative la problemele mele
Sunt bine informat
Varietate larga de optiuni
Ma bucur de confort
Pot sa-mi pun in practica initiativele
Provocari inedite
T2B
T2B: Note de 6 si 7 pe o scala de la 1 la 7
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Mărcile inovatoare …
74%
67%
58%
54%
51%
44%
44%
42%
42%
39%
37%
33%
28%
26%
23%
Sunt creative
Sunt eficiente
Se gandesc la confortul …
Inspira siguranta
Ies in evidenta
Cunoscute
Depun eforturi continue
La moda
Vizibile
Prietenoase
Increzatoare
Dispuse sa riste
Se adreseaza simturilor
Te ajuta sa te integrezi
Neconventionale
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Produsele inovatoare sunt…
68%
55%
50%
48%
46%
43%
42%
39%
38%
38%
32%
31%
30%
28%
25%
20%
Eficiente
Practice, usor de folosit
Confortabile
Provocatoare
Placute
Speciale
Sporesc buna dispozitia/optimismul
Sofisticate
Cool/ la moda
Scumpe
Ajuta in relationare/interactiune
Sanatoase
Pentru toata lumea
Pentru familie
Ofera senzatii extreme
Accesibile numai celor „putini”/ alesi
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1. Fratele mai mare
2. Vizionarul
3. Pragmaticul
4. Influentul
5. Aventurierul
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1. Fratele mai mare
Disciplină
Interacţiune
Comunicare
Seriozitate
29%
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2. Vizionarul
Deschidere spre viitor
Creativitate
Modernitate
Originalitate
26%
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3. Pragmaticul
Confort
Siguranţă
Utilitate
Control
19%
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4. Influentul
Influenţă
Superioritate
Punct de referinţă
15%
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5. Aventurierul
Neconvenţional
Fără bariere
11%
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Cele mai inovatoare mărci în viziunea
consumatorului român
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TOP
5050 L’Oreal 26.249 Renault 26.848 Jacobs 27.047 Cora 27.446 Garnier 27.545 Zara 27.544 Geox 27.643 Indesit 27.842 Mastercard 27.941 Acer 27.9
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TOP
5040 Lenovo 28.239 Opel 28.338 Ford 28.737 Vodafone 28.836 Volvo 29.035 Braun 29.234 Dove 29.833 Tefal 30.032 Toyota 30.731 H&M 30.8
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TOP
5030 Nivea 30.929 EA Games 31.028 Whirlpool 31.427 Bosch 31.626 Gillette 31.725 Canon 31.724 IBM 31.823 Porsche 32.522 Converse 32.521 Orange 32.6
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TOP
5020 Intel 33.719 Panasonic 34.518 Facebook 34.717 Philips 35.216 Puma 35.315 Audi 35.614 Apple 35.913 Avon 35.912 Youtube 36.311 Volkswagen 37.8
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10Influent
Pragmatic
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9Aventurier
Vizionar
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8
Frate mai mare
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7
Influent
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6Vizionar
Pragmatic
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5Frate mai mare
Influent
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4Frate mai mare
Aventurier
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3Vizionar
Aventurier
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2Frate mai mare
Pragmatic
Vizionar
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1Aventurier
Pragmatic
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TOP
CATEGORII
INOVATOARE
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Top categorii inovatoare
Poziţie CategorieScor total categorie
Numar de mărci in top 50
Cea mai bună marcă(poziţia)
1 IT&C 467 13 (1)
2 Electronice 373 11 (3)
3 Auto 333 10 (4)
4Îmbrăcăminteşi accesorii
193 6 (9)
5 Cosmetice 184 6 (13)
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Mărcile româneşti inovează?
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63
73
79
80
87
88
91
95
Mărcile româneşti inovează?
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Inovaţia mărcilor româneşti
FUNDAMENT DIFERENTIERE
& PUTERE
Efort constant
Seriozitate
Confort
Utilitate
Influenţă
Dinamism
Interacţiune
Control
+ -
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Concluzii
The first day in a 30-year obsession which eventually led Jean-Pierre to the invention of the crouton.
What about tiny squares? Shut up, woman, I don’t want to lose my focus here!
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