online leading brands romania 2010

Leading Brandsby Romanian Internet Users 2010

gemiusAdHoc

February 2010

22

2

About the study 3

Aim of the study 4

Research method 5

Executive summary 11

Results 14

Leading Brand features / Online Presence features 15

Romanian brands 18

Brands in product categories 22

Banks and insurance 23

Personal care/cosmetics 28

Auto 33

Telecommunications 38

Appendix - correlations on indices 43

Demographic profile 45

Table of contents

About the study

44

4

Aim of the study

The report shows the results of a 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 Romanian internet users

discovering which brands have the greatest online

presence in the opinion of Romanian internet users

insight into the influence on their ranking of the

online presence of brands from four product

categories.

The study also identifies the perception of the

characteristics determining a leading and online brand.

Goal of the study

55

5

Research method (I)

The applied research method was developed based on

the experience and feedback gained from similar

studies conducted in 2009 and 2008.

The research data was gathered between 14th to 25th

January 2010 using the CAWI (computer-assisted web

interviewing) method. Invitations to take part in the

survey were displayed randomly to internet users

visiting selected websites belonging to the following

publishers: eJobs.ro, EuropaFM.ro, HotNews.ro,

Radio21.ro, Rol.ro, SapteSeri.ro and Wall-Street.ro.

The target group of the study are Romanian internet

users aged 18-45.

The final sample (N) consists of 2,400 questionnaires

completed by Romanian internet users aged 18-45.

Study 2010 - Method

Target group

Sample size

66

6

Research method (IV)

In order to ensure representativeness of data for the

Romanian online population aged 18-45, the results of

the study were presented using an analytical weight,

based on data related to the structure of the online

population in terms of gender and age of internet

users, as well as the frequency of internet usage.

The structural data was taken from the Omnibus study

provided by Mercury Research.

All research findings presented on the charts in the

percentages refer to weighted data, whereas the

sample size (N) presented in the slides refers to

unweighted data and shows the actual number of

respondents who answered a particular question.

Analytical weights

77

7

Research method (V)

The survey was divided into three main sections

according 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 respondents were asked a set of open-end

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

the most popular, trustworthy and online Romanian

brands were created.

In the third section (product categories) one

respondent was asked questions about only one

product category.

All rankings in this report are based on the respondent

declarations.

Survey structure (I)

88

8

Research method (VI)

The number of respondents for each of the above

sections was:

leading brands, online presence characteristics –

2,400;

Romanian brands – 2,400;

product categories – 600 respondents in each:

banks and insurance; personal care/cosmetics; auto;

telecommunications.

Sample size by survey structure

99

9

Research method (VII)

The Leading Brands Index was created on the basis of

the most important features of „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 based on all respondents. The index

values range between 0 and 1.

The Online Presence Index was created analogically on

the basis of answers given by respondents to the

question related to the features that are to the

greatest extent the evidence of a brand‟s online

presence. The index values range between 0 and 1.

Leading Brands and Online Presence Indices

1010

10

Research method (VIII)

To investigate whether a given brand‟s online presence

influences 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 the correlations

calculated individually for each brand for both indices

in the given category. The higher the correlation for a

given category, the more important the brand‟s online

presence to its position in the ranking in this category

(for more information see „More on indices and their

correlations‟ section in the Appendix).

The report presents only results from the 2010 study.

Online Presence and Leading Brands Indices correlations

Executive summary

1212

12

Executive summary (I)

Dacia, BCR, Petrom, Arctic, Ursus and Murfatlar are the

brands most present in Romanian internet user minds.

These 6 brands dominate the unaided awareness tops

when it comes to the most popular, most trustworthy

and what internet usesr believe to be the Romanian

brands with the greatest online presence.

Some of the new entries in these tops include Emag,

Rom and Poiana chocolate brands.

Having high quality products/services and being widely

known are the two most important characteristics of

being a leading brand. Displaying its products and

services online, specifying contact details and also

having the best possible image define the online

presence of a brand according to Romanian internet

users.

Main results

1313

13

Executive summary (II)

Online presence positively correlates with the perception of brands

as being „leading‟. Statistically the more „online present‟ the brand

is, the higher in the ranking of leading brands it is placed. The

strongest relation can be observed in the case of the

Telecommunications and Bank/Insurance categories. It is

potentially more important for Telecommunications and Bank

brands to have an online presence.

The banks ING, BRD and BCR; the personal care companies Nivea,

Gillette and Colgate; the car makers Mercedes-Benz, BMW and

Audi; and the telecom companies Orange and Vodafone as well as

Cosmote set the standards for leading brands.

The brands with the most online presence are: ING, BRD and BCR

(banks); Avon, Oriflame and L‟Oreal (personal care companies);

BMW, Mercedes-Benz and Dacia (car makers); Orange, Vodafone

and Cosmote (telecom companies).

Categories of products

Results

1515

15

Leading Brand features / Online Presence features

1616

16

Leading brands featuresWhich of the features given below are, in your opinion, to the greatest

extent those of a ‘leading brand’?Please indicate up to 2 features.

Source: gemiusAdHoc, February 2010

Base: All respondents N=2,400

Out of the six promptedcharacteristics that define aleading brand, having highquality products is consideredto be the most important.

Being widely known comessecond and having productsthat sell very well comes third,with almost one third ofrespondents mentioning thischaracteristic among the mostimportant two characteristicsof a leading brand.

Having lots of fans is rathernot an important characteristicfor being a leading brand inthe opinion of Romanianinternet users.

62%

45%

32%

24%

14%

8%

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 is different from other brands

Its product/services are innovative

It has a lot of fans

None of the above

1717

17

Brand’s online presence featuresWhich 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 most importantcharacteristic for determiningthe online presence of a brandis showcasing its products /services and having contactdetails available online.

Having a seamless andconstantly improving onlineimage is mentioned by 38% ofrespondents among the twomost important characteristicsthat define the online presenceof a brand.

Being discussed intensivelyon social networking sitesseems not to be among themost important characteristicsof the online presence of abrand according to internetusers.

46%

38%

30%

27%

26%

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 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,

etc...)

It is intensively discussed by internet users on blogs, online forums, chats

and social networks

None of the above

Romanian brands

1919

19

30%

10%7%

4% 4% 3% 3% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

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

Base: All respondents N=2400


Other brands, falling short ofthe TOP10, with 2% ofinternet users mentioningthem among the most presenton the internet Romanianbrands are: Domo, Borsec,Dorna, Rompetrol and Jolidon.

Emag (5th place) and Ejobs(9th place) are the only“online brands” in the Top10.

PLEASE NOTE– the result for Ejobs (*) is presented on the basis of the answers of onlythose respondents who saw the questionnaires displayed on the websites other than Ejobs(N= 753)

2020

20

33%

6% 5% 5% 5% 4% 4% 4% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Dacia Ursus Petrom Arctic BCR Murfatlar Borsec Poiana Rom CEC

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



Other brands, falling short ofthe TOP10, with 2% ofinternet users mentioningthem among the most popularRomanian brands are:Eugenia, Dorna, Napolact,Cotnari, Romtelecom, Altexand Dero.

2121

21

27%

7% 6% 5% 5% 5% 4% 4% 4% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Dacia BCR Arctic Petrom Borsec Murfatlar Dorna CEC Napolact Ursus

Other brands, falling short ofthe TOP10, with 2% ofinternet users mentioningthem among the mosttrustworthy Romanian brandsare: Romtelecom, BRD,Jolidon, Poiana, Gerovital,Banca Transilvania, Tarom,Farmec and Rompetrol.

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

2424

24

56%

43%41%

20%

11% 11% 10%8% 7% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

25%22%

14%7%

3% 3% 3% 3% 2% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Unaided awareness– banks and insurance (top 10)Which bank and insurance brands are you familiar with or at least have heard of?

Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600)


TOP of MIND results:

(first spontaneous mention)

2525

25

95% 95%92% 92%

90% 90% 89%86% 86% 85% 84% 84%

80%

73%71%

61% 60%

0%

20%

40%

60%

80%

100%

Aided awareness – banks and insuranceWhich bank and insurance brands are you familiar with or at least have heard of?



2626

26

0,40

0,31 0,31

0,24 0,24 0,23 0,22

0,170,15 0,14 0,14

0,11 0,100,08 0,07 0,06 0,06

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Banks and insurance – Leading Brands Index

The Leading Brands Index forbanks and insurancecompanies reveals that ING ison the first place, followed byBCR and BRD.

The second group of brands,with compact Leading BrandsIndices readings is composedof Raiffeisen, Allianz-Tiriac,CEC and Banca Transilvania.



2727

27

0,40

0,27 0,25

0,210,19 0,19

0,150,13 0,13 0,12 0,12 0,11 0,11 0,10 0,10 0,08

0,07

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Banks and insurance – Online Presence Index

There is a larger distancebetween ING and the rest ofthe brands in terms of onlinepresence, compared to leadingbrand index.

Also, the differences amongthe other brands are not sobig, when it comes to theonline presence index.



Personal care/cosmetics

2929

29

30%27%

19% 18%

11% 11% 11%9%

8%6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Unaided awareness – Top 10 personal careWhich personal care/cosmetics brands are you familiar with or at least have heard of?


17%11% 8% 6% 6% 5% 4% 4% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%TOP of MIND results:

(first spontaneous mention)

Base: respondents to whom the block of questions concerning personal care products was displayed (N=600)

3030

30

95% 95% 93% 93% 93% 92% 91% 91% 91% 90% 89%85% 85%

79%75%

72%69%

0%

20%

40%

60%

80%

100%

Aided awareness – personal care/cosmeticsWhich personal care/cosmetics brands are you familiar with or at least have heard of?



3131

31

0,43 0,430,40 0,39 0,38

0,34 0,33 0,32

0,28 0,28 0,27 0,260,24 0,23

0,190,17

0,14

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Personal care/cosmetics – Leading Brands Index

Nivea and Gillette are seenas the two most successfulbrands in Personal Care.

The second group of brands iscomposed of Colgate, Doveand L‟Oreal.

The third group consists ofAvon, Blend-a-med and Vichy



3232

32

0,32

0,24 0,220,20 0,20 0,19 0,18

0,160,14 0,13 0,13 0,13 0,11 0,11 0,11 0,10

0,09

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Personal care/cosmetics – Online Presence Index

Avon is the personal carebrand most present online,with a significant advantagecompared to the other brands.

Oriflame and L‟Oreal are onthe 2nd and 3rd place in termsof online presence.



3434

34

49%

30%27% 27%

24%22%

15%12%

7% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Unaided awareness – auto (top 10)Which car brands are you familiar with or at least have heard of?


37%

10% 9% 7% 5% 4% 4% 4% 2% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Base: respondents to whom the block of questions concerning cars was displayed (N=600)

3535

35

95% 94% 93% 93% 93% 93% 92% 92% 92% 92%90% 89% 88% 88% 87% 87% 86% 85% 84%

81%

0%

20%

40%

60%

80%

100%

Aided awareness – autoWhich of the following car brands given below are you familiar with or at least have heard of?


Base: respondents to whom the block of questions concerning cars was displayed (N=600)

3636

36

0,54 0,53

0,47 0,46

0,300,29

0,27 0,26 0,260,23 0,22 0,21

0,170,15 0,15 0,14

0,11 0,11 0,10 0,09

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Auto – Leading Brands Index

Mercedes-Benz and BMW areseen as the top leading brandsin Auto category.

Audi and Volkswagen come inthe second group, at asignificant distance from therest of the brands.


Base: respondents to whom the block of questions concerning cars pro was displayed (N=600)

3737

37

0,340,32 0,31 0,30

0,29

0,230,22 0,21 0,21

0,19 0,18 0,180,16 0,16 0,15 0,15 0,15 0,14 0,14 0,13

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Auto – Online Presence Index

The difference in onlinepresence are not that big asthose in the leading index ofthe auto category.

BMW and Mercedes-Benz areon the first two places,followed closely by Dacia,Volkswagen and Audi.


Base: respondents to whom the block of questions concerning cars pro was displayed (N=600)

Telecommunications

3939

39

78%

74%

63%

23%

12%

3% 3% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Unaided awareness –telecommunications Which telecommunications brands are you familiar with or at least have heard of?


40%

25%

11% 10%3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600)

4040

40

94% 93% 93% 92%88%

73%

0%

20%

40%

60%

80%

100%

Orange Romtelecom Vodafone Cosmote RDS-RCS UPC

Aided awareness –telecommunicationsWhich of the following telecommunications brands are you familiar with or at least have heard of?



4141

41

0,47 0,47

0,43

0,24 0,24

0,11

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Orange Vodafone Cosmote Romtelecom RDS-RCS UPC

Telecommunications – Leading Brands Index

Orange and Vodafone areseen as leaders of Telecom inRomania.

Cosmote follows close, whileRomtelecom and RDS-RCSwith the same indices readingsshare the 4th - 5th places.



4242

42

0,520,49

0,37

0,210,19

0,13

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Orange Vodafone Cosmote Romtelecom RDS-RCS UPC

Telecommunications – Online Presence Index

The same brands which arethe most widely known andperceived as leading take thetop 3 places in online presenceranking. Their order is alsosimilar: Orange followed byVodafone and Cosmote.



Appendix - correlations on indices

4444

44

0,61

0,56

0,47 0,47

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,80

Telecommunications Banks an insurances Personal Care Cars

Correlations between the brand’s

position in the ranking of leading brands and brand presence on the internet

To investigate whether abrand‟s online presenceinfluences the brand‟s positionin the ranking of a givencategory, correlations for eachproduct category werecalculated.

The higher the correlation fora given category, the moreonline presence is influentialon a brand‟s position in theranking for this category.Based on the correlations, itcan be observed that onlinepresence strongly influences abrand‟s position in the Telecomand Bank/Insurance rankings.


Base: respondents to whom the particular blocks of questions were displayed (N=600 for each category)

Demographic profile

4646

46

Age

48%52%

Male

Female

29%

36%

35% 18-24

25-34

35-45

Gender and age

Gender

Base: all respondents (N=2,400)


4747

47

Occupational statusPlease indicate your present occupational status.



36%

14%

10%

9%

8%

5%

5%

2%

1%

11%

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

Employee with a university degree

Scholar, student

Unemployed

General Manager (executive) or middle manager

Qualified worker

I have my own company or work as an independent contractor

Homekeeper

Unqualified worker

Pensioner

Other

4848

48

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



1%4%

15%

3%

56%

21%

0%

20%

40%

60%

80%

100%

Primary Secondary vocational

Secondary education

Post-secondary vocational

High education Higher education

4949

49

Size of place of residenceand monthly income What is the population of your place of your residence? What is your monthly income?


Monthly income

Size of place of residence


8% 10% 14%

33% 35%

0%

20%

40%

60%

80%

100%

14%8%

18%25%

9% 10%

0%

20%

40%

60%

80%

100%

5050

50

The frequency and duration of internet usageHow often do you use the internet How long have you been using the internet?


Internet tenureFrequency of internet usage


68% 32%

every day less than every day

1% 2% 5%

25%

67%

0%

20%

40%

60%

80%

100%

Contact

GEMIUS RESEARCH SRL

"Business Center Vitan“

Str. Aniversarii, Nr. 41,

Modul 506, Sector 3, Bucuresti

Mobile: +40745202328

[email protected]

Please contact us for inquiries regarding the

position of your brand in the categories of this

study and/or for special analysis and

correlations including Top of Mind data for any

open question and usage data concerning any

brand in the research.

mailto:[email protected]