Online Leading Brands Romania 2010

Leading Brands
by Romanian Internet Users 2010

gemiusAdHoc

February 2010

Table of contents
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
2
2
Auto 33
Telecommunications 38
Appendix - correlations on indices 43 2

Demographic profile 45

Aim of the study

Goal 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.
4
4

The study also identifies the perception of the
characteristics determining a leading and online brand.
4

Research method (I)

Study 2010 - Method 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
Target group
users aged 18-45. 5
5

The final sample (N) consists of 2,400 questionnaires
Sample size
completed by Romanian internet users aged 18-45.
5

Research method (IV)

Analytical weights 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
6
6
unweighted data and shows the actual number of
respondents who answered a particular question.

6

Research method (V)

Survey structure (I) 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. 7
7

In the third section (product categories) one
respondent was asked questions about only one
product category. 7

All rankings in this report are based on the respondent
declarations.

Research method (VI)

Sample size by The number of respondents for each of the above
survey structure 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.

8
8

8

Research method (VII)

Leading Brands and The Leading Brands Index was created on the basis of
Online Presence the most important features of „leading brands‟ that
Indices 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
9
9
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. 9

Research method (VIII)

Online Presence and To investigate whether a given brand‟s online presence
Leading Brands influences the brand‟s position in the ranking in a given
Indices correlations 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).

1
1
The report presents only results from the 2010 study. 0
0

10

Executive summary (I)

Main results 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
1
1
having the best possible image define the online 2
2
presence of a brand according to Romanian internet
users.
12

Executive summary (II)

Online presence positively correlates with the perception of brands
Categories of as being „leading‟. Statistically the more „online present‟ the brand
products 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 1
1
(banks); Avon, Oriflame and L‟Oreal (personal care companies); 3
3
BMW, Mercedes-Benz and Dacia (car makers); Orange, Vodafone
and Cosmote (telecom companies).
13

Leading Brand features / 1
1
5
5

Online Presence features
15

Leading brands features
Which of the features given below 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%

It has high quality products/services 62% Out of the six prompted
characteristics that define a
leading brand, having high
It is widely known 45% quality products is considered
to be the most important.

It has products/services that sell very well 32% Being widely known comes
second and having products
that sell very well comes third,
It is different from other brands 24% with almost one third of
respondents mentioning this
characteristic among the most
Its product/services are innovative 14%
important two characteristics
of a leading brand.
1
1
Having lots of fans is rather 6
6
It has a lot of fans 8% not an important characteristic
for being a leading brand in
the opinion of Romanian
None of the above 2% internet users.
16

Base: All respondents N=2,400
Source: gemiusAdHoc, February 2010

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 contact details 46%
are available online The most important
characteristic for determining
Its online image [website, banners, the online presence of a brand
design, graphics] is seamless and 38% is showcasing its products /
constantly improving services and having contact
details available online.
Its products can be bought via the
internet
30% Having a seamless and
constantly improving online
Communicates with its clients online image is mentioned by 38% of
through as many ways as possible- respondents among the two
27%
blog, newsletters, social networks, most important characteristics
etc... that define the online presence
It is intensively promoted online of a brand.
(banners, sponsored links, contextual, 26% 1
1
etc...) Being discussed intensively 7
7
on social networking sites
It is intensively discussed by internet seems not to be among the
users on blogs, online f orums, chats 14% most important characteristics
and social networks of the online presence of a
brand according to internet 17
users.
None of the above 3%


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?

80%
Other brands, falling short of
the TOP10, with 2% of
70%
internet users mentioning
them among the most present
on the internet Romanian
60%
brands are: Domo, Borsec,
Dorna, Rompetrol and Jolidon.
50%
Emag (5th place) and Ejobs
40% (9th place) are the only
30% “online brands” in the Top10.
30%

20%
10%
10% 7% 1
1
4% 4% 3% 3% 3% 3% 3% 9
9
0%

19

PLEASE NOTE– the result for Ejobs (*) is presented on the basis of the answers of only
those respondents who saw the questionnaires displayed on the websites other than Ejobs
(N= 753)
Base: All respondents N=2400

Romanian popular brands
When you think about popular Romanian brands, which brands
come to your mind first?

80%
Other brands, falling short of
70%
them among the most popular
Romanian brands are:
60%
Eugenia, Dorna, Napolact,
Cotnari, Romtelecom, Altex
50%
and Dero.
40%
33%
30%

20%

10% 6% 5% 5% 2
2
5% 4% 4% 4% 3% 3% 0
0
0%
Dacia Ursus Petrom Arctic BCR Murf atlar Borsec Poiana Rom CEC

20


Romanian trustworthy brands
When you think about trustworthy Romanian brands, which brands
come to your mind first?

80% Other brands, falling short of
70%
them among the most
60%
trustworthy Romanian brands
are: Romtelecom, BRD,
Jolidon, Poiana, Gerovital,
50%
Banca Transilvania, Tarom,
Farmec and Rompetrol.
40%

30% 27%

20%

10% 7% 6% 5% 5% 5% 2
2
4% 4% 4% 3% 1
1
0%
Dacia BCR Arctic Petrom Borsec Murf atlar Dorna CEC Napolact Ursus

21


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

80%
TOP of MIND results:
80%
70% (first spontaneous mention)
70% 60%
50%
60% 40%
56%
30% 25%
22%
50% 20% 14%
7%
43% 10% 3% 3% 3% 3% 2% 2%
41%
40% 0%

30%

20%
20%
11% 11% 10% 2
2
10% 8% 7% 7% 4
4

0%

24

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


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

100% 95% 95%
92% 92%
90% 90% 89%
86% 86% 85% 84% 84%
80%
80%
73%
71%

61% 60%
60%

40%

20% 2
2
5
5

0%
25



Banks and insurance
– Leading Brands Index

0,80

0,70
The Leading Brands Index for
banks and insurance
companies reveals that ING is
0,60 on the first place, followed by
BCR and BRD.
0,50
The second group of brands,
0,40 with compact Leading Brands
0,40 Indices readings is composed
of Raiffeisen, Allianz-Tiriac,
0,31 0,31
CEC and Banca Transilvania.
0,30
0,24 0,24 0,23
0,22
0,20 0,17
0,15 0,14 0,14
0,11 0,10 2
2
0,10 0,08 0,07 6
6
0,06 0,06

0,00

26



Banks and insurance
– Online Presence Index

0,80

0,70
 There is a larger distance
between ING and the rest of
0,60 the brands in terms of online
presence, compared to leading
brand index.
0,50

0,40
Also, the differences among
0,40 the other brands are not so
big, when it comes to the
online presence index.
0,30 0,27 0,25
0,21
0,19 0,19
0,20
0,15
0,13 0,13 0,12
0,12 0,11 0,11
0,10 0,10 2
2
0,10 0,08 0,07 7
7

0,00

27



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

80%
TOP of MIND results:
80%
70% (first spontaneous mention)
70% 60%
50%
60% 40%
30%
17%
50% 20% 11% 8%
10% 6% 6% 5% 4% 4% 3%
3%
40% 0%

30%
30% 27%

19% 18%
20%
11% 11% 11%
9% 2
2
10% 8%
6% 9
9

0%

29

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

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

100% 95% 95% 93% 93% 93% 92% 91% 91% 91% 90% 89%
85% 85%
79%
80% 75%
72%
69%

60%

40%

20% 3
3
0
0

0%
30

(N=600)

Personal care/cosmetics – Leading
Brands Index

0,80

0,70
 Nivea and Gillette are seen
as the two most successful
brands in Personal Care.
0,60
The second group of brands is
composed of Colgate, Dove
0,50
and L‟Oreal.
0,43 0,43
0,40 0,39
0,40 0,38  The third group consists of
0,34 0,33
0,32
Avon, Blend-a-med and Vichy
0,30 0,28 0,28 0,27 0,26
0,24 0,23
0,19
0,20 0,17
0,14
3
3
0,10 1
1

0,00

31

(N=600)

Personal care/cosmetics – Online
Presence Index

0,80

0,70
Avon is the personal care
brand most present online,
with a significant advantage
0,60 compared to the other brands.

Oriflame and L‟Oreal are on
0,50
the 2nd and 3rd place in terms
of online presence.
0,40
0,32
0,30
0,24 0,22
0,20 0,20 0,19 0,18
0,20 0,16
0,14 0,13 0,13 0,13
0,11 0,11 0,11 0,10 3
3
0,10
0,09 2
2

0,00

32

(N=600)

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

80% 80%
70%
70% 60%
50%
40% 37%
60%
30%
49% 20%
50% 10% 9% 7%
10% 5% 4% 4% 4%
2% 1%
40% 0%

30%
30% 27% 27%
24%
22%
20% 15%
12% 3
3
10% 7% 4
4
6%

0%

34

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


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

100% 95% 94% 93% 93% 93% 93% 92% 92% 92% 92%
90% 89% 88% 88% 87% 87% 86% 85% 84%
81%
80%

60%

40%

20% 3
3
5
5

0%
35

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


Auto – Leading Brands Index

0,80

0,70
Mercedes-Benz and BMW are
seen as the top leading brands
in Auto category.
0,60
0,54 0,53 Audi and Volkswagen come in
the second group, at a
0,50 0,47 0,46
significant distance from the
rest of the brands.
0,40

0,30 0,29
0,30 0,27 0,26 0,26
0,23 0,22
0,21
0,20 0,17 0,15
0,15 0,14
0,11 0,11 0,10 3
3
0,09 6
6
0,10

0,00

36

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


Auto – Online Presence Index

0,80

0,70
 The difference in online
presence are not that big as
those in the leading index of
0,60 the auto category.

BMW and Mercedes-Benz are
0,50
on the first two places,
followed closely by Dacia,
0,40 Volkswagen and Audi.
0,34
0,32 0,31
0,30
0,29
0,30
0,23
0,22 0,21 0,21
0,19 0,18 0,18
0,20 0,16 0,16 0,15 0,15 0,15
0,14 0,14 0,13
3
3
0,10 7
7

0,00

37

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


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

80% 78% 80%
74% 70%
70% 60%
63% 50%
40%
60% 40%
30% 25%

50% 20% 11% 10%
10% 3%
40% 0%

30%
23%

20%
12% 3
3
10% 9
9
3% 3% 2%
0%

39

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

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

100%
94% 93% 93% 92%
88%

80%
73%

60%

40%

20% 4
4
0
0

0%
Orange Romtelecom Vodaf one Cosmote RDS-RCS UPC 40

(N=600)

Telecommunications – Leading
Brands Index

0,80

0,70
Orange and Vodafone are
seen as leaders of Telecom in
Romania.
0,60
Cosmote follows close, while
Romtelecom and RDS-RCS
0,50 0,47 0,47 with the same indices readings
0,43
share the 4th - 5th places.
0,40

0,30
0,24 0,24

0,20

0,11 4
4
0,10 1
1

0,00
Orange Vodaf one Cosmote Romtelecom RDS-RCS UPC 41

(N=600)

Telecommunications – Online
Presence Index

0,80

0,70
The same brands which are
the most widely known and
perceived as leading take the
0,60 top 3 places in online presence
0,52 ranking. Their order is also
0,49 similar: Orange followed by
0,50
Vodafone and Cosmote.

0,40 0,37

0,30
0,21
0,19
0,20
0,13 4
4
0,10 2
2

0,00
Orange Vodaf one Cosmote Romtelecom RDS-RCS UPC 42

(N=600)

Appendix - correlations on indices

Correlations between the brand’s
position in the ranking of leading brands
and brand presence on the internet
To investigate whether a
0,80
brand‟s online presence
influences the brand‟s position
0,70 in the ranking of a given
category, correlations for each
0,61 product category were
0,60 0,56 calculated.

0,50 0,47 0,47 The higher the correlation for
a given category, the more
online presence is influential
0,40 on a brand‟s position in the
ranking for this category.
0,30 Based on the correlations, it
can be observed that online
presence strongly influences a
0,20 brand‟s position in the Telecom
and Bank/Insurance rankings. 4
4
0,10 4
4

0,00
Telecommunications Banks an insurances Personal Care Cars
44

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

Gender and age

Gender Age

Male
35% 29% 18-24
52% 48% 25-34
Female
35-45
36%
4
4
6
6

46

Base: all respondents (N=2,400)

Occupational status
Please indicate your present occupational status.

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

Employee with a university degree 36%

Scholar, student 14%

Unemployed 10%

General Manager (executive) or middle manager 9%

Qualified worker 8%
I have my own company or work as an
5%
independent contractor
Homekeeper 5%

Unqualified worker 4
4
2%
7
7

Pensioner 1%

Other 11% 47


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

100%

80%

60% 56%

40%

21%
20% 15%
4% 3%
1%
0%
4
4
Primary Secondary Secondary Post-secondary High education Higher 8
8
vocational education vocational education

48


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

Size of place Monthly
of residence income

100% 100%

80% 80%

60% 60%

40% 33% 35% 40%
25%
14% 14% 18%
20% 8% 10% 20% 8% 9% 10%
0% 0%

4
4
9
9

49


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

Frequency of Internet tenure
internet usage

100%

80% 67%
60%

40%
25%
20%
1% 2% 5%
68% 32% 0%

5
5
0
0

50
every day less than every day


Contact

GEMIUS RESEARCH SRL
"Business Center Vitan“
Please contact us for inquiries regarding the
Str. Aniversarii, Nr. 41,
position of your brand in the categories of this
study and/or for special analysis and Modul 506, Sector 3,
correlations including Top of Mind data for any Bucuresti
open question and usage data concerning any Mobile: +40745202328
brand in the research. contact@gemius.ro

Online Leading Brands Romania 2010

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