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)

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
3
§ indication of the leading brands in various categories as
perceived by the Romanian internet users
3
§ 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
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 & Moldova
Catalin.emilian@gemius.com
www.gemius.com
www.facebook.com/Gemius.Romania
@GemiusRomania