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RTD Tea Bottle Indonesia Popular Brand 2015

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Research Method : Omnibus Popular Brand Index
Fieldwork Period : January 2015
Research Area : Indonesia (Nationwide)
Respondent Criteria : Male and Female aged 17 years old and above
Sample Size : 799 samples

Published in: Data & Analytics

RTD Tea Bottle Indonesia Popular Brand 2015

  1. 1. RTD Tea Bottle Indonesia Popular Brand 2014 Omnibus Popular Brand Index Date: January 2015
  2. 2. 2 A. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching 7. General Information
  3. 3. 3 A. Detail findings 1.1. Popular Brand Index Concept POPULAR BRAND INDEX (PBI) Top of Mind (TOM) Expansive Last Used Future Intention 𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛 Additional Information : •Top of Mind (TOM) = First brand mentioned by respondents. •Expansive = Scope and spread of brand. •Last Used/ Market Share = Total purchase or last used brand in past 3 months. •Future Intention = Consumer intention to purchase brand. One of the most important Assets of the company and represent identity of a company is the Brand. "Brand or trademark is a name or symbol that is associated with the product/service and cause psychological meaning/association". In addition, the brand also as a promotional tools, so that a product with certain brand would likely gain popularity or awareness in the community level that will affect consumer behaviour in the community. To determine organization performance we could see from development of the brand. W&S study based on development of PBI (Popular Brand Index) concept which included community top of mind brand, expansive or spread of the brand, total purchase or last used of the brand, and consumer intention to purchase brand.
  4. 4. 4 A. Detail findings 1.2. Popular Brand Index Results (PBI) PBI is obtained by the Internet sampling (Online Panel) and with samples of 1400 respondents in the W&S database Indonesia (nusaresearch). The results obtained for RTD Tea Bottle Category with PBI concept is as follows: Incidence Rate of RTD Tea Bottle buyer (Percentage of RTD Tea Bottle buyer in periode October – December 2014) is 57.1% from panel population W&S Group Indonesia. Teh botol SOSRO got the first rank od PBI (42.1), and the second rank is Teh pucuk HARUM (15.6). Rank of Popular RTD Tea Bottle PBI IR 1 Teh botol SOSRO 42.1 57.1% 2 Teh pucuk HARUM 15.6 3 Teh Gelas 9.2 4 frestea 8.6 5 Nu Green Tea 8.0 6 fruit tea 3.8 7 MYTEA 2.5 8 TEBS 2.0 9 ICHI OCHA 1.3 10 MIRAI Ocha 0.9
  5. 5. 5 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching 7. General Information
  6. 6. 6 A. Detail findings 2.1. Brand Awareness – Top Of Mind n Sample : 799 To see the power of RTD Tea Bottle, can be measured by the level of knowledge of respondents to the RTD Tea Bottle. From the results of the Top of Mind (TOM) or RTD Tea Bottle that remembered the first time and that brand comes to mind with spontaneously when speaking in the context of RTD Tea Bottle are Teh botol SOSRO (55.1%) and Teh pucuk HARUM (12.9%). But for ICHI OCHA (0.6%) is quite higher than TEBS (0.4%). 55.1% 12.9% 7.4% 6.1% 5.4% 1.8% 0.9% 0.6% 0.4% 0.3% Teh botol SOSRO Teh pucuk HARUM Teh Gelas frestea Nu Green Tea fruit tea MYTEA ICHI OCHA TEBS MIRAI Ocha
  7. 7. 7 A. Detail findings 2.2. Brand Awareness When looking Unaided of RTD Tea Bottle that spontaneously comes to mind of the respondent, apparently Teh botol SOSRO still dominate. It shows that respondents easier to remember Teh botol SOSRO than other brands without Showcard. However, when viewed from the Aided or RTD Tea Bottle that respondents remembered after being given assistance (Showcard), frestea (50.8%) is higher than Teh Gelas (50.5%). It make frestea got higher rank of Total Awareness than Teh Gelas. n Sample : 799 78.2% 40.6% 26.5% 26.3% 22.4% 16.6% 6.8% 4.1% 5.1% 5.8% 13.2% 41.8% 50.8% 50.5% 53.3% 51.9% 48.9% 42.5% 34.3% 33.0% 91.4% 82.4% 77.3% 76.8% 75.7% 68.5% 55.7% 46.6% 39.4% 38.8% Teh botol SOSRO Teh pucuk HARUM frestea Teh Gelas Nu Green Tea fruit tea TEBS MIRAI Ocha ICHI OCHA MYTEA Aided UnAided Total Awareness
  8. 8. 8 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching 7. General Information
  9. 9. 9 A. Detail findings 3. Expansive Expansive is the spread of RTD Tea Bottle that can be seen anywhere, such as ads on TV, billboards, internet ads, etc. In this study, Teh botol SOSRO got the highest percentage (46.1%). Ten, TEBS (1.4%) get a higher percentage than MYTEA (1.3%). n Sample : 799 46.1% 15.6% 11.1% 10.4% 7.5% 3.1% 1.4% 1.3% 0.5% 0.4%
  10. 10. 10 A. Detail findings 4. Frequent User Last Used / Market Share is measured from the level of the respondents percentage who used the RTD Tea Bottle in the last 3 months. Also seen, Teh botol SOSRO (35.2%), Teh pucuk HARUM (18.1%), and Teh Gelas (10.8%) are top 3 brands of RTD Tea Bottle which bought in the last time. n Sample : 799 35.2% 18.1% 10.8% 9.6% 8.3% 4.5% 3.1% 2.8% 1.6% 0.8%
  11. 11. 11 A. Detail findings 5. Future Intention Future Intention measured by the percentage of respondents to the RTD Tea Bottle which will be used in the future. Future intention percentage is measured by the Loyal respondents and Switched respondents. In this study, Nu Green Tea get the third rank of RTD Tea Bottle which want to buy in the future (11.3%). It is a big opportunity for Nu Green Tea to be used in the future. n Sample : 799 30.3% 16.4% 11.3% 9.1% 8.3% 6.0% 4.9% 3.6% 2.4% 2.0%
  12. 12. 12 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching 7. General Information
  13. 13. 13 36.7% 63.3% A. Detail findings 6.1. Switching n Sample : 246 *Relative to respondent who switch to another brand n Sample : 799 From this research, the amount of loyal RTD Tea Bottle buyer (63.3%) is higher than RTD Tea Bottle who want to switch to other brands. If Last Used RTD Tea Bottle compared with Future RTD Tea Bottle, Teh botol SOSRO get decreasing buyer in the future (13.0%). And Nu Green Tea get the highest increasing of the number of RTD Tea Bottle buyer in the future (9.8%), then followed by fruit tea (4.8%). Loyal Switch -13.0% -5.3% -8.1% -2.0% 9.8% 4.8% 4.0% 2.8% 2.8% 4.1% Teh botol SOSRO Teh pucuk HARUM Teh Gelas frestea Nu Green Tea fruit tea MYTEA TEBS ICHI OCHA MIRAI Ocha
  14. 14. 14 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching 7. General Information
  15. 15. 15 A. Detail findings 6.2. Ever Used and Conversion Rate Conversion Rate Ever Used Brand Brand awareness Top of Mind Conversion Rate Ever Used Brand Brand awareness Top of Mind n Sample : 799 By conversion rate, it could inferred from ratio of Ever Used RTD Tea Bottle and Brand Awareness. Higher conversion rate indicates that users are aware towards the RTD Tea Bottle. Furthermore, it has more possibilities to consume RTD Tea Bottle in future. From the result we can see that average of percentage of Ever Used Brand is smaller than percentage of Brand Awareness. Teh botol SOSRO and Teh pucuk HARUM get high conversion rate, 89.3% and 79.9%. 55.1% 91.4% 81.6% 89.3% 12.9% 82.4% 65.8% 79.9% 7.4% 76.8% 57.6% 75.0% 6.1% 77.3% 60.3% 78.0% 5.4% 75.7% 60.2% 79.5% 1.8% 68.5% 51.1% 74.6% 0.9% 38.8% 18.4% 47.4% 0.4% 55.7% 33.2% 59.6% 0.6% 39.4% 17.6% 44.7% 0.3% 46.6% 21.9% 47.0%
  16. 16. 16 B. Respondent profile Monthly Household Income 53.6% 46.4% Age n Sample : 1,115 Gender 10.5% 29.2% 23.3% 37.0% Below 20 years old 20 ~ 24 years old 25 ~ 29 years old 30 years old and above 2.6% 1.3% 4.0% 10.9% 12.5% 9.9% 12.9% 10.6% 14.5% 12.8% 8.0% Over IDR 40,000,000 IDR 30,000,001 - IDR 40,000,000 IDR 20,000,001 - IDR 30,000,000 IDR 11,000,001 - IDR 20,000,000 IDR 8,500,001 - IDR 11,000,000 IDR 6,500,001 - IDR 8,500,000 IDR 4,500,001 - IDR 6,500,000 IDR 3,500,001 - IDR 4,500,000 IDR 2,500,001 - IDR 3,500,000 IDR 1,500,001 - IDR 2,500,000 Less than IDR 1,500,000
  17. 17. PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentations across Indonesia. FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch » Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480 » Office phone: (+6221) 29 022 227 Fax: (+ 6221) 29 022 365 » Email: info@nusaresearch.com » Website: http://nusaresearch.com/ The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address http://nusaresearch.com).

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