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Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
Online Leading Brands in Romania 2013
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Online Leading Brands in Romania 2013

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Cea de-a sasea editie a topului celor mai populare branduri in mediul online romanesc, prezentat in exclusivitate la Digital Marketing Forum 2013 (www.digitalforum.ro)

Cea de-a sasea editie a topului celor mai populare branduri in mediul online romanesc, prezentat in exclusivitate la Digital Marketing Forum 2013 (www.digitalforum.ro)

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  • 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 •  created on the basis of the most important features indicated 5 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%   § H igh quality products or It  is  widely  known   38%   services is the most important attribute when evaluating a brand’s success. 31%   It  has  products  that  sell  very  well   29%   § It seems that being widely known has significantly 23%   decreased in importance as It  differenNates  from  the  rest  of  the  brands   compared to one year ago. 21%   § Having innovative products or 25%   services has become more Its  product/services  are  innovaNve   important than in 2012. 7 7 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%   is  seamless  and  constantly  improving   34.6%   §  The ranking used to 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,  newsleWers,  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. links,  contextual)   38.0%   8 8 It  is  intensively  discussed  by  internauts  on  blogs,   15%   online  forums,  chats  and  social  networks   16.5%   8 2013   3%   None  of  the  above   2012   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%   1 1 4.9%   4.6%   4.5%   4.5%   0 0 5%   0%   10 Dacia   Borsec   eMag   Ursus   Dorna   Gerovital  (Ana   BCR   Farmec   Ciocolata  cu   Aslan)   Rom   2013   2012  Base:  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   ArcNc   11 Rom   (Ana  Aslan)   2013   2012  Base:  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%   2 2 5%   0%   12 Dacia   Borsec   Gerovital   Napolact   Dorna   eMag   Farmec   ArcNc   Ursus   BCR   (Ana  Aslan)   2013   2012  Base:  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 4 4 14.6%   12.0%   10.5%   9.7%   9.6%   7.7%   14 BCR   BRD   ING   Banca   Raiffeisen   Asirom   Unicredit-­‐Tiriac     Allianz-­‐Tiriac   Astra   Omniasig   Transilvania  Base:  respondents  to  whom  the  block  of  quesNons  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   0.037  Base:  respondents  to  whom  the  block  of  quesNons  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   0.037  Base:  respondents  to  whom  the  block  of  quesNons  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   GilleWe   18 Aslavital  /  Ana   Aslan   2013   2012  Base:  respondents  to  whom  the  block  of  quesNons  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   GilleWe   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   Yves  Rocher   0.209   1 1 9 9 Maxfactor   0.202   Head&Shoulders   0.184   Elmiplant   0.179   0.169   19 Rimmel   Gerocossen   0.113   2013   2012  Base:  respondents  to  whom  the  block  of  quesNons  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   GilleWe   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   0.152   2 2 Head&Shoulders   0 0 Farmec   0.15   Maxfactor   0.145   Rimmel   0.137   20 Elmiplant   0.118   Gerocossen   0.083   2013   2012  Base:  respondents  to  whom  the  block  of  quesNons  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   Skoda  Base:  respondents  to  whom  the  block  of  quesNons  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 Fiat   0.133   3 3 Chevrolet   0.114   Kia   0.102   Citroen   0.101   23 Seat   0.099   2013   2012  Base:  respondents  to  whom  the  block  of  quesNons  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   Nissan   0.169   2 2 4 4 Chevrolet   0.164   Honda   0.157   Seat   0.146   0.144   24 Citroen   Kia   0.139   2013   2012  Base:  respondents  to  whom  the  block  of  quesNons  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%   26 3.2%   1.6%   1.8%   1.6%   Vodafone   Orange   Cosmote   Romtelecom   RDS-­‐RCS   UPC   Digi  Base:  respondents  to  whom  the  block  of  quesNons  about  telecommunicaNon  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   UPC  Base:  respondents  to  whom  the  block  of  quesNons  about  telecommunicaNon  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   UPC  Base:  respondents  to  whom  the  block  of  quesNons  about  telecommunicaNon  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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