STUDIU ONLINE LEADING BRANDS IN ROMANIA (EDITIA A-VI-A) by Catalin Emilian, Country Manager Romania & Moldova, Gemius

1. Leading Brands
by Romanian Internet Users 2013
gemiusAdHoc
March 2013

2. we support knowledge driven
business decisions.com
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3. About the study
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: 3
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 indication of the leading brands in various categories as
perceived by the Romanian internet users
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 finding out which are the most online present brands, in
Romanian 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
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online population in terms of gender and age of internet users.
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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.
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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
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Online Presence features
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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
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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 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 Arctic 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%
5% 2
2
0%
12
Dacia Borsec Gerovital Napolact Dorna eMag Farmec Arctic 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
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
Transilvania
Base: 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 0.037
Base: 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 0.037
Base: 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 2012
Base: 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 2012
Base: 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
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2
Head&Shoulders 0.152 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 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 Skoda
Base: 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 2012
Base: 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
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2
Nissan 0.169 4
4
Chevrolet 0.164
Honda 0.157
Seat 0.146
24
Citroen 0.144
Kia 0.139
2013 2012
Base: 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 Digi
Base: 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
UPC
Base: 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
UPC
Base: respondents to whom the block of questions about telecommunication was displayed (2013 N=600) Source: gemiusAdHoc,March 2013

29. Catalin Emilian,
Country Manager Romania & Moldova
Catalin.emilian@gemius.com
www.gemius.com
www.facebook.com/Gemius.Romania
@GemiusRomania