online leading brands 2011

8/13/2019 Online Leading Brands 2011

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22

2

About the study 3

Aim of the study 4Research method 5

Executive summary 11

Results 13

Leading Brand‟s features / Online Presence features 14

Romanian brands 17

Brands in product categories 21

Banks and insurance 22

Personal care/cosmetics 28

Auto 34

Telecommunications 40

Demographic profile 46

Table of contents



About the study



44

4

Aim of the study

This report shows the results of the Online LeadingBrands 2011 study conducted in Romania by Gemius in

partnership with Evensys.

Two main goals were achieved as a result of the study:

indication of the leading brands in various categories

as perceived by the Romanian internet users finding out which are the most online present brands,

in Romanian internet users opinion

The study identifies the perception of the

characteristics determining a leading and an online

brand.

The results of the study are compared with the data

obtained in 2010 and statistical differences between

2011 and 2010 data are investigated.

Goal of the study



55

5

Research method (I)

The applied research method was developed based onthe experience and feedback gained from similar

studies conducted in 2010, 2009 and 2008.

The research data was gathered between 11th-20th

January 2011 by the CAWI (computer-assisted web

interviewing) method. Invitations to take part in the

survey were displayed randomly to internet usersvisiting selected web sites belonging to the following

publishers: Corporate News, eJobs.ro, Imedia, Rol.ro

and Wall-Street.ro.

The target group of the study are Romanian internet

users aged 18-45.

The final sample (N) consists of 2337 questionnairescompleted by Romanian internet users aged 18-45.

Study 2011 - Method

Target group

Sample size



66

6

Research method (II)

In order to ensure representativeness of the data forthe Romanian online population aged 18-45, the

results of the study were presented with the use of

analytical weights, based on data concerning structure

of the online population in terms of gender, age of

internet users and frequency of internet usage.

The structural data was offered by the Omnibus studyprovided by Mercury Research.

All research findings presented on the charts in the

percentage form refer to weighted data, whereas the

sample size (N) presented in the slides refers to the

unweighted data and shows the actual number of

respondents who answered a particular question.

Analytical weights



77

7

Research method (III)

The survey was divided into three main sectionsaccording to different brand classes:

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

and the respondents were asked a set of open-end

questions based on which the „top 10‟ rankings of the

most popular, trustworthy and online Romanian brands

were created.

In the third section (product categories) onerespondent was asked questions about only one

product category.

All rankings in this report are based on the

respondents‟ declarations.

Survey structure



88

8

Research method (IV)

The number of respondents for each of the abovesections was:

leading brands, online presence characteristics 2337;

Romanian brands – 2337;

product categories- approximately 600 respondents

in each: banks and insurance; personal

care/cosmetics; auto; telecommunications. The exactnumbers are marked on the slides below.

Significant differences between 2011 and 2010 are

marked on the charts with green or red arrows.

The level for which the results were classified as

significant was equal to 0.05 (significance levelα=0.05).

Sample size bysurvey structure

Significantdifferences



99

9

Research method (V)

The Leading Brands Index was created on the basis of the most important features of the „leading brands‟

that respondents were asked to indicate at the very

beginning of the questionnaire. For each of the

features a different weight was calculated

proportionally to the percentage of respondents who

indicated the feature as an important one for

considering a brand as a leading one. The weights

were calculated basing on all respondents. The index

values range between 0 and 1.

The Online Presence Index was created analogically on

the basis of the answers given by the respondents to

the question related to the features that are to thegreatest extent the evidence of a brand‟s online

presence. The index values range between 0 and 1.

Leading Brands andOnline PresenceIndices



1010

10

Research method (VI)

To investigate whether a given brand online presenceinfluences the brand‟s position in the ranking in a given

product category, correlations for each product

category were calculated. The correlation for the

product category is a mean of correlations calculated

individually for each brand for both indices in the given

category. The higher the correlation for a given

category, the more important is the brand‟s online

presence to its position in the ranking in this category

(for more information see the More on indices and

their correlations section in the Appendix).

Online Presence andLeading BrandsIndices correlations

Usage Index The Usage Index is computed as share of respondents

actually using the brand out ot the total share of

respondents aware of the brand.



Executive summary



1212

12

Executive summary

Dacia, BCR, Ursus, Borsec and Petrom are the Romanian brandsmost present in the Romanian internet users‟ minds.

“Ciocolata ROM”, one of the last year‟s new entry in the Most

Popular Brands Top, has climbed up to the second position

probably due to its campaign focused on national pride.

Murfatlar is no longer present in any of the three Top10s while

Cotnari made it to the most Popular Brands Top.

Overall, the Leading Brands Features Rankings and Online Brands

Features Rankings are not changed. Quality and innovation are

more important than a year ago, while being widely known and

having a lot of fans are less important for a brand to be

considered successful by the Romanian internet users.

Having all the necessary data online is important, but significantly

more internet users demand constant improvements of a brand‟s

virtual presence.

Main results



Results



1414

14

Leading Brands features /

Online Presence features



1515

15

Leading brands featuresWhich of the following features are, in your opinion, to the greatest extent those of a ‘leading brand’? Please indicate up to 2 features.

Source: gemiusAdHoc, February 2011

Base: All respondents 2010 N=2400, 2011 N=2337

High quality of products orservices is definitely the mostimportant attribute whenevaluating a brand.

It seems that Romanianinternet users take less into

consideration their peersopinion. It counts even lessthan a year before if the brandhas a lot of fans or if it iswidely known.

Overall the ranking of themost important features hasnot changed since 2010.

62%

45%

32%

24%

14%

8%

2%

66%

37%

32%

23%

20%

5%

2%

0% 20% 40% 60% 80% 100%

It has high quality products/services

It is widely known

It has products/services that sell very well

It differentiates from the rest of the brands

Its products/services are innovative

It has a lot of fans

None of the above

2010 2011



1616

16

46%

38%

30%

27%

26%

14%

3%

42%

41%

31%

26%

25%

14%

3%

0% 20% 40% 60% 80% 100%

Necessary data about its products/services and contact details are

available online

Its online image [website, banners, design, graphics] is seamless and

constantly improving

Its products/services can be bought via the internet

Communicates with its clients online through as many ways as possible-

blog, newsletters, social networks, etc...

It is intensively promoted online (banners, sponsored links, contextual)

It is intensively discussed by internauts on blogs, online forums, chats

and social networks

None of the above

2010 2011

Brand’s online presence featuresWhich of the features given below are, in your opinion, to the greatest extent those of abrand’s online presence?Please, indicate up to 2 features.



The ranking used todetermine the onlinepresence index, is the sameas it was last year.

Displaying a seamlessonline image has gained inimportance.

The availability of the dataon the internet hasdecreased compared to the2011 readings.

This suggests that

Romanian internet usersare more demanding whenit comes to the onlineimage of a brand. Beingonline is a must, having aconstantly improving imagebecomes more important asa value added feature.



Romanian brands



1818

18

33%

10%

6% 6% 6%5% 4%

3% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia BCR eMag Ursus Borsec Petrom ProTV Dorna BRD Ciocolata cu

Rom

2010

2011



Other brands, falling short of theTOP10, with more than 2% of internet users mentioning themamong the Romanian brandsmost present on the internet are:Domo, Romtelecom, Poiana,Cotnari and Timisoreana.

Romanian brands most present on the internetTop 10 (spontaneous answers)When you think about Romanian brands most present on the internet, which brands come toyour mind first?



1919

19

30%

8%

7%6% 5%

4%4% 4% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Ciocolata cu

Rom

Ursus Borsec BCR Petrom Dorna Cotnari Napolact C iocolata

Poiana

2010

2011

Romanian popular brandsTop 10 (spontaneous answers)When you think about popular Romanian brands, which brands come to your mind first?



Other brands, falling short of the TOP10, with 2% of internet users mentioningthem among the most popularRomanian brands are:Timisoreana, Murfatlar, ProTV,Farmec, Romtelecom and

Eugenia.



2020

20

26%

7% 7%

5%4% 4%

3% 3% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Borsec BCR Ursus Petrom Dorna Ciocolata cu

Rom

Farmec Gerovi ta l ProTV

2010

2011

Other brands, falling short of the TOP10, with 2% of internet users mentioningthem among the mosttrustworthy Romanian brandsare: Poiana, Napolact, Cotnari,CEC, BRD and eMag.

Romanian trustworthy brandsTop 10 (spontaneous answers)When you think about trustworthy Romanian brands, which brands come to your mind first?





Brands in product categories



Banks and insurance



2323

23

60%

36%

33%

21%

12% 12%10% 9% 9%

7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

BCR BRD ING Transilvania Raiffeisen Allianz-Tiriac Omniasig Astra Unicredit-Tiriac Asirom

2010

2011

Unaided awareness Top10 Banks & InsuranceWhich bank and insurance brands have you heard of?

Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=589)




2424

24

94%

93%

92%

92%

91%

89%

88%

88%

87%

86%

84%

83%

82%

81%

80%

71%

70%

58%

45%

16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

BCR

ING

Raiffeisen

BRD

Allianz-Tiriac

Transilvania

BancPost

Omniasig

CEC

Unicredit-Tiriac

Asirom

Generali

Alpha Bank

Astra*

Ardaf*

Millennium

Groupama

Aviva

RBS*

ALICO (AIG)

2010 2011

Aided awareness Banks & InsuranceWhich of the following bank and insurance brands have you heard of?

Source: gemiusAdHoc, February 2011 *brands not included in 2010 study




2525

25

0,367

0,328

0,311

0,252

0,245

0,227

0,226

0,167

0,164

0,154

0,151

0,143

0,128

0,098

0,091

0,085

0,058

0,057

0,047

0,020

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

ING

BCR

BRD

Raiffeisen

Allianz-Tiriac

CEC

Transilvania

Unicredit-Tiriac

Generali

Asirom

Omniasig

Astra*

BancPost

Ardaf*

Alpha Bank

Groupama

Millennium

Aviva

RBS*

ALICO (AIG)

2010 2011

Banks & Insurance – Leading Brands Index





2626

26

0,337

0,311

0,283

0,271

0,187

0,180

0,140

0,130

0,129

0,127

0,124

0,123

0,111

0,107

0,089

0,085

0,081

0,068

0,054

0,019

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

ING

BCR

BRD

Raiffeisen

Allianz-Tiriac

Transilvania

Unicredit -Tiriac

Generali

Omniasig

CEC

BancPost

Alpha Bank

Astra*

Asirom

Groupama

Ardaf*

Millennium

Aviva

RBS*

ALICO (AIG)

2010 2011

Banks & Insurance – Online Presence Index





2727

27

Banks & Insurance – Usage Index


0,39

0,33

0,31

0,24

0,24

0,16

0,13

0,13

0,12

0,12

0,11

0,09

0,09

0,06

0,06

0,06

0,04

0,04

0,04

0,01

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

BRD

BCR

Raiffeisen

Banca Transilvania

ING

CEC

BancPost

AIG

Astra*

Unicredit -Tiriac

Omniasig

Allianz-Tiriac

Alpha Bank

Groupama

Generali

RBS*

Asirom

Ardaf*

Aviva

Millenium

2010 2011


The statistical significant differencesbetween 2010 and 2011 were not testeddue to the index computing method.



Personal care/cosmetics



2929

29

30%

26%

19% 18%

15%13%

12%

7% 7%6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Avon Nivea L`Oreal Oriflame Farmec Dove Gerovital/Ana

Aslan

Vichy Gillette Elmiplant

2010 2011

Unaided awareness Top10 Personal CareWhich personal care/cosmetics brands have you heard of?


Base: respondents to whom the block of questions concerning personal care was displayed (N=586)



3030

30

96%

95%94%

94%

93%

93%

93%

90%

90%90%

88%

87%

85%

83%

79%

75%73%

73%

63,4%

60,9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Colgate

Nivea

Dove

Palmolive

Avon

Oriflame

Gillette

Rexona

Garnier

L`Oreal

Head&Shoulders

Blend-a-med

Gerovital

Farmec*

Vichy

Elmiplant

Maxfactor

Rimmel

Yves Rocher*

Gerocossen*

2010 2011

Aided awareness – Personal Care/CosmeticsWhich personal care/cosmetics brands have you heard of ?





3131

31

0,417

0,416

0,391

0,390

0,364

0,331

0,298

0,281

0,255

0,250

0,233

0,228

0,220

0,213

0,203

0,189

0,188

0,172

0,157

0,090

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

Dove

Gillette

L`Oreal

Nivea

Colgate

Vichy

Avon

Blend-a-med

Garnier

Gerovital

Oriflame

Rexona

Yves Rocher*

Maxfactor

Palmolive

Farmec*

Rimmel

Head&Shoulders

Elmiplant

Gerocossen*

2010 2011

Personal Care – Leading Brands Index





3333

33

Personal Care – Usage Index


0,66

0,580,51

0,49

0,47

0,39

0,37

0,27

0,26

0,25

0,24

0,23

0,22

0,21

0,20

0,19

0,19

0,13

0,12

0,06

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

Colgate

Gillette

Nivea

Avon

Dove

Blend-a-med

Head&Shoulders

Rexona

L`Oreal

Palmolive

Yves Rocher*

Vichy

Garnier

Oriflame

Elmiplant

Farmec*

Rimmel

Gerovital

Maxfactor

Gerocossen*

2010 2011





Auto



3535

35

52%

27%25%

23%21%

18%

14%

12%

6% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Dacia BMW Mercedes-Benz Audi Renault Volkswagen Opel Ford Fiat Peugeot

2010 2011

Unaided awareness Top10 AutoWhich car brands are you familiar with or at least have heard of?


Base: respondents to whom the block of questions concerning auto was displayed (N=555)



3636

36

95%

94%

92%

92%

92%

92%

92%

92%

92%

90%

90%

88%

86%

86%

86%86%

84%

84%

84%

81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dacia

Volkswagen

Renault

Opel

Ford

Peugeot

Mercedes-Benz

Audi

BMW

Skoda

Fiat

Toyota

Nissan

Citroen

Hyundai

Chevrolet

Seat

Volvo

Honda

Kia

2010

2011

Aided awareness – AutoWhich of the following car brands given below are you familiar withor at least have heard of?





3838

38

0,314

0,2930,285

0,272

0,261

0,204

0,195

0,193

0,180

0,176

0,172

0,154

0,150

0,146

0,143

0,142

0,138

0,137

0,134

0,126

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

BMW

Mercedes-Benz

Audi

Volkswagen

Dacia

Opel

Renault

Ford

Skoda

Toyota

Peugeot

Fiat

Nissan

Citroen

Chevrolet

Volvo

Seat

Hyundai

Honda

Kia

2010

2011

Auto – Online Presence Index





3939

39

Auto – Usage Index



0,42

0,29

0,24

0,24

0,22

0,19

0,18

0,16

0,13

0,11

0,10

0,07

0,06

0,06

0,06

0,04

0,03

0,03

0,02

0,02

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

Dacia

Volkswagen

Opel

Renault

BMW

Skoda

Ford

Audi

Fiat

Mercedes-Benz

Peugeot

Chevrolet

Citroen

Seat

Hyundai

Volvo

Nissan

Toyota

Honda

Kia

2010 2011




Telecommunications



4141

41

Unaided awareness TelecommunicationWhich telecommunication brands have you heard of?


Base: respondents to whom the block of questions concerning telecommunication was displayed (N=607)

79%

75%

67%

30%

10%

3% 2% 2% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Orange Vodafone Cosmote Romtelecom RDS-RCS Digi Zapp UPC Connex

2010

2011



4242

42

Aided awareness – TelecommunicationWhich of the following telecommunication brands have you heard of?


98%

98%

98%

96%

93%

75%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Vodafone

Orange

Cosmote

Romtelecom

RDS-RCS

UPC

2010

2011




4343

43

0,452

0,449

0,447

0,276

0,259

0,122

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Cosmote

Orange

Vodafone

Romtelecom

RDS-RCS

UPC

2010

2011

Telecommunication – Leading Brands Index





4444

44

0,533

0,528

0,421

0,265

0,212

0,151

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Orange

Vodafone

Cosmote

Romtelecom

RDS-RCS

UPC

2010

2011

Telecommunication – Online Presence Index





4545

45

Telecommunication – Usage Index



0,56

0,55

0,45

0,44

0,30

0,08

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

Orange

Vodafone

RDS-RCS

Cosmote

Romtelecom

UPC 2010 2011




Demographic profile



4747

4732%

35%

34%

29%

36%

35%

0% 10% 20% 30% 40% 50%

18-24 y.o.

25-34 y.o.

35-45 y.o.

2010

2011

52%

48%

Female Male

Age

Gender and age

Gender



Gender distribution is the same in2010 and 2011



4848

48

36%

14%

8%

10%

5%

9%

5%

2%

1%

11%

32%

15%

11%

9%

7%

6%

5%

2%

1%

11%

0% 10% 20% 30% 40% 50%

Employee with a university degree

Scholar, student

Qualified worker

Unemployed

Homekeeper

General Manager (executive) or middle manager

I have my own company or work as an

independent contractor

Unqualified worker

Pensioner

Other

2010

2011

Professional statusPlease indicate your present professional status.





4949

49

Level of educationWhat is your level of education at the moment?



21%

56%

3%

4%

15%

1%

18%

53%

3%

5%

19%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Higher education

High education

Post-secondary vocational

Secondary vocational

Secondary education

Primary

2010

2011

hl



5050

50

Monthly Net IncomeWhat is your monthly net income?



15%

16%

8%

18%

27%

9%

7%

17%

14%

8%

18%

25%

9%

10%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

I do not know / Prefer not to answer

No income at all

Up to 500 RON

501 - 1000 RON

1001 - 2000 RON

2001 - 3000 RON

Over 3001 RON

2010

2011

Si f h l f id



5151

51

Size of the place of residenceWhat is the population of the place of your residence?



10%

12%

12%

33%

33%

8%

10%

14%

33%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Up to 5 000 inhabitants

5 000 - 19 999 inhabitants

20 000 - 99 999 inhabitants

100 000 - 500 000 inhabitants

Over 500 000 inhabitants

2010

2011

F f i t t



5252

52

Frequency of internet usageHow often do you use the internet



66%

28%

3%

2%

68%

27%

2%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

every day

2-3 times per week

once a week

less often than once a week

2011

2010

I t t l th



5353

53

2%

1%

4%

21%

73%

1%

2%

5%

25%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

6 months or less

6 months - 1 year

1 year - 2 years

2 years - 5 years

Over 5 years

2010

2011

Internet usage lengthHow long have you been using the internet?





Thank You !



Contact

Catalin Emilian,

Country Manager

GEMIUS RESEARCH SRL

Str. Cezar Bolliac Nr. 8,Ap.6, Sector 3, Bucuresti

Phone: [email protected]

mailto:[email protected]

mailto:[email protected]

online leading brands 2011

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