online leading brands 2013

Leading Brands by Romanian Internet Users 2013 gemiusAdHoc

March 2013

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6th edition (2012, 2011, 2010, 2009, 2008) The results of the study are compared with the data obtained in 2012 and statistical differences were investigated. The study identifies the perception of the characteristics determining a leading and online brand. 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

About the study

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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 online population in terms of gender and age of internet users.

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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. Leading Brands and Online Presence Indices •  values range between 0 and 1 •  created on the basis of the most important features indicated by users

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Leading Brands features / Online Presence features

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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.

Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013

§ High quality products or services is the most important attribute when evaluating a brand’s success.

§ It seems that being widely known has s i gn i f i can t l y decreased in importance as compared to one year ago.

§ Having innovative products or services has become more important than in 2012.

64%

33%

31%

23%

25%

6%

1%

67%

38%

29%

21%

20%

6%

1%

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

It has high quality products

It is widely known

It has products that sell very well

It differenNates from the rest of the brands

Its product/services are innovaNve

It has a lot of fans

None of the above

2013

2012

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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.

§  The ranking used to d e t e r m i n e t h e o n l i n e presence index changed in 2013 – the online image is slightly more important this y e a r t h a n t h e o n l i n e communication of a brand.

§ Having the possibility of buying products via the internet has become more important than in 2012.

44%

36%

29%

31%

24%

15%

3%

43.0%

34.6%

28.8%

28.4%

38.0%

16.5%

2.7%

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

Necessary data about its products/services and contact are available online

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

Communicates with its clients online through as many ways as possible-‐ blog, newsleWers, social

networks, etc...

Its products can be bought via the internet

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 2013 2012


Romanian brands

1010

10

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


23.1%

12.9% 12.5%

7.4% 6.3%

4.9% 4.6% 4.5% 4.5%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Borsec eMag Ursus Dorna Gerovital (Ana Aslan)

BCR Farmec Ciocolata cu Rom

2013 2012

1111

11

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


25.8%

14.0%

8.3% 8.3% 6.8% 6.3%

5.2% 5.1% 4.9% 4.9%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Borsec Ursus Ciocolata cu Rom

Napolact Dorna eMag Farmec Gerovital (Ana Aslan)

ArcNc

2013 2012

1212

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


22.0%

14.1%

6.9% 6.9% 6.5% 6.4% 5.8% 4.9% 4.8% 4.3%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Borsec Gerovital (Ana Aslan)

Napolact Dorna eMag Farmec ArcNc Ursus BCR

2013 2012

Banks and Insurance

1414

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

Base: respondents to whom the block of quesNons about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2012

56.1%

37.6% 33.8%

25.4%

14.6% 12.0% 10.5% 9.7% 9.6%

7.7%

BCR BRD ING Banca Transilvania

Raiffeisen Asirom Unicredit-‐Tiriac Allianz-‐Tiriac Astra Omniasig

2013 2012

1515

15

Banks & Insurance – Leading Brands Index


0.343

0.318

0.273

0.258

0.244

0.223

0.19

0.181

0.152

0.139

0.139

0.128

0.126

0.101

0.098

0.055

0.052

0.037

ING

BCR

BRD

Banca Transilvania

Raiffeisen

Allianz-‐Tiriac

CEC

Unicredit -‐Tiriac

Asirom

Generali

Omniasig

Astra

BancPost

Alpha Bank

Groupama

Aviva

Millenium

RBS

2013 2012

1616

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Banks & Insurance – Online Presence Index


0.343

0.318

0.273

0.258

0.244

0.223

0.19

0.181

0.152

0.139

0.139

0.128

0.126

0.101

0.098

0.055

0.052

0.037

ING

BCR

BRD

Banca Transilvania

Raiffeisen

Allianz-‐Tiriac

CEC

Unicredit -‐Tiriac

Asirom

Generali

Omniasig

Astra

BancPost

Alpha Bank

Groupama

Aviva

Millenium

RBS

2013 2012

Personal care/cosmetics

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

Base: respondents to whom the block of quesNons about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2012

38.8%

27.7%

21.2% 19.0%

16.3% 13.7% 13.2%

10.0% 8.5% 7.2%

Nivea Gerovital / Aslavital / Ana

Aslan

Avon Farmec Dove L`Oreal Oriflame Elmiplant Garnier GilleWe

2013 2012

1919

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Personal Care – Leading Brands Index


0.441

0.440

0.414

0.388

0.358

0.331

0.303

0.290

0.275

0.267

0.263

0.244

0.223

0.219

0.209

0.202

0.184

0.179

0.169

0.113

0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800

Nivea

Dove

GilleWe

Colgate

L`Oreal

Vichy

Avon

Blend-‐a-‐med

Garnier

Gerovital

Rexona

Oriflame

Palmolive

Farmec

Yves Rocher

Maxfactor

Head&Shoulders

Elmiplant

Rimmel

Gerocossen

2013 2012

2020

20

Personal Care – Online Presence Index


0.378

0.323

0.294

0.288

0.272

0.264

0.244

0.2

0.199

0.198

0.193

0.184

0.161

0.157

0.152

0.15

0.145

0.137

0.118

0.083

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8

Avon

Oriflame

Nivea

GilleWe

L`Oreal

Dove

Colgate

Vichy

Garnier

Yves Rocher

Rexona

Blend-‐a-‐med

Palmolive

Gerovital

Head&Shoulders

Farmec

Maxfactor

Rimmel

Elmiplant

Gerocossen

2013 2012

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

Base: respondents to whom the block of quesNons about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013

60.2%

28.2%

24.0% 23.6% 19.9% 19.1%

15.3% 13.0%

8.3% 6.9%

Dacia BMW Audi Mercedes-‐Benz Renault Ford Volkswagen Opel Toyota Skoda

2013 2012

2323

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Auto – Leading Brands Index


0.535

0.507

0.440

0.417

0.258

0.257

0.241

0.240

0.238

0.213

0.199

0.177

0.165

0.154

0.138

0.133

0.114

0.102

0.101

0.099

0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800

BMW Mercedes-‐Benz

Audi Volkswagen

Opel Volvo

Toyota Ford Dacia

Renault Skoda

Peugeot Honda Nissan

Hyundai Fiat

Chevrolet Kia

Citroen Seat

2013 2012

2424

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Auto – Online Presence Index


0.391

0.349

0.334

0.306

0.305

0.243

0.241

0.240

0.215

0.214

0.206

0.188

0.178

0.171

0.169

0.164

0.157

0.146

0.144

0.139

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 Volvo

Hyundai Fiat

Nissan Chevrolet

Honda Seat

Citroen Kia

2013 2012

Telecommunications

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Unaided awareness Telecommunication Which telecommunication brands have you heard of?

Base: respondents to whom the block of quesNons about telecommunicaNon was displayed (2013 N=600) Source: gemiusAdHoc,March 2013

74.7%

70.3%

62.8%

35.2%

9.8%

1.6% 3.2%

73.3% 72.4%

60.3%

30.0%

9.0%

1.8% 1.6%

Vodafone Orange Cosmote Romtelecom RDS-‐RCS UPC Digi

2013 2012

2727

27

Telecommunication – Leading Brands Index


0.461

0.454

0.441

0.243

0.222

0.136

Vodafone

Cosmote

Orange

RDS-‐RCS

Romtelecom

UPC

2013 2012

2828

28

Telecommunication – Online Presence Index


0.543

0.529

0.474

0.291

0.225

0.191

Orange

Vodafone

Cosmote

Romtelecom

RDS-‐RCS

UPC

2013 2012

Catalin Emilian, Country Manager Romania & Moldova [email protected] www.gemius.com www.facebook.com/Gemius.Romania @GemiusRomania

online leading brands 2013

Documents

leading brands

romanian brands

important features

present brands

brands success

n e t h e o n

online brand

i n e presence index