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Leading Brandsby Romanian Internet Users 2012

gemiusAdHoc

February 2012


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About the study

5th edition (2011, 2010, 2009, 2008)

The results of the study are compared with the data obtained

in 2011 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:

indication of the leading brands in various categories as

perceived by the Romanian internet users

finding out which are the most online present brands, in

Romanian internet users opinion


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Research method

Data were gathered between 13th-30th January 2012.

Invitations to take part in the survey were displayed on sites:

eJobs.ro, Imedia, Rol.ro, Tpu.ro and Trilulilu.ro.

Target group of the study are Romanian internet users aged 18-45.

The final sample (N) consists of 2057 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 online population

in terms of gender and age of internet users.The structural data was taken from the Omnibus study provided by

Mercury Research.


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Survey Structure

The survey was divided into three main sections:

1. leading brands and online presence characteristics

2. Romanian brands: popularity, trustworthiness, online

presence3. 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.

Leading Brands and Online Presence Indices values range between 0 and 1

created on the basis of the most important features indicated

by users


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55

5

66%

37%

32%

23%

20%

5%

2%

66,9%

38,0%

28,9%

21,0%

20,2%

6,4%

1,1%

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

It has high quality products

It is widely known

It has products that sell very well

It differentiates from the rest of the brands

Its product/services are innovative

It has a lot of fans

None of the above

2011

2012

Leading brands featuresWhich of the following features are, in your opinion, to the greatest extent those of a leading brand?

Please indicate up to 2 features.

Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012

High quality of products orservices and being widelyknown are the two mostimportant attributes whenevaluating a brands success.

It seems that having productsthat sell very well has

decreased in importance ascompared to one year ago.

Having a lot of fans is on thelast place, but more usersthan in 2011 think this is akey feature of a leading brand.


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66

6

42%

41%

26%

31%

25%

14%

3%

43,3%

34,6%

28,8%

28,4%

24,5%

16,5%

2,7%

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

Necessary data about its products/services and contact are

available online

Its online image [website, banners, design, graphics] is

seamless and constantly improving

Communicates with its clients online through as many

ways as possible- blog, newsletters, social networks, etc...

Its products can be bought via the internet

It is intensively promoted online (banners, sponsored links,

contextual)

It is intensively discussed by internauts on blogs, online

forums, chats and social networks

None of the above

2011

2012

Brands online presence featuresWhich of the features given below are, in your opinion, to the greatest extent those of a

brands online presence?Please, indicate up to 2 features.

Source: gemiusAdHoc, February 2012


The ranking used to

determine the onlinepresence index changed in2012 the onlinecommunication its slightlymore important this yearthan selling the productsonline.

Displaying a seamlessonline image has decreasedin importance.

Being discussed on blogs,forums and social networkshas increased compared to

the 2011 readings.


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26%

11%

10%

7%7%

6%

5%4% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Borsec eMag BCR Ursus ProTV Dorna Petrom Romtelcom Ciocolata cu

Rom

2011

2012


Romanian brands most present on the internetTop 10 (spontaneous answers)

When you think about Romanian brands most present on the internet, which brands come toyour mind first?


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88

8

27%

13%

10%

6%

5% 4% 4% 4% 4% 4%

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Borsec Ursus Ciocolata cu

Rom

ProTV eMag Arctic Napolact Timisoreana Poiana

2011

2012

Romanian popular brandsTop 10 (spontaneous answers)

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



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99

9

22%

14%

7%

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

0%

5%

10%

15%

20%

25%

30%

35%

Dacia Borsec Ursus Dorna BCR eMag Gerovital

(Ana Aslan)

ProTV Napolact Poiana

2011

2012

Romanian trustworthy brandsTop 10 (spontaneous answers)

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



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1010

10

,339

,304

,296

,234

,224

,214

,187

,157

,139

,131

,130

,122

,109

,092

,086

,081

,073

,046

,042

,018

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

ING

BRD

BCR

RaiffeisenAllianz-Tiriac

Banca Transilvania

CEC

Unicredit -Tiriac

Asirom

Generali

Astra

Omniasig

BancPost

Ardaf

Alpha Bank

Groupama

Millenium

RBS

Aviva

AIG

2011

2012

Banks & Insurance Leading Brands Index

Base: respondents to whom the block of questions about banks/insurance was displayed (N=529) Source: gemiusAdHoc, February 2012


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1111

11

,325

,252

,248

,208

,176

,174

,138

,132

,124

,119

,112

,107

,101

,092

,087

,084

,083

,040

,036

,018

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

ING

BCR

BRD

RaiffeisenBanca Transilvania

Allianz-Tiriac

Unicredit -Tiriac

Omniasig

Astra

Asirom

BancPost

CEC

Generali

Millenium

Ardaf

Groupama

Alpha Bank

RBS

Aviva

AIG

2011

2012

Banks & Insurance Online Presence Index

Base: respondents to whom the block of questions about banks/insurance was displayed (N=529) Source: gemiusAdHoc, February 2012


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Personal Care Leading Brands Index

Base: respondents to whom the block of questions about personal care was displayed (N=522) Source: gemiusAdHoc, February 2012

0,399

0,390

0,387

0,349

0,345

0,323

0,269

0,267

0,252

0,244

0,238

0,229

0,218

0,202

0,182

0,169

0,166

0,159

0,139

0,097

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

Gillette

Dove

Nivea

L`OrealColgate

Avon

Vichy

Rexona

Blend-a-med

GerovitalGarnier

Oriflame

Palmolive

Yves Rocher

Farmec

Maxfactor

Head&Shoulders

Rimmel

Elmiplant

Gerocossen

2011

2012


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1313

13

Personal Care Online Presence Index

0,353

0,277

0,250

0,243

0,242

0,236

0,232

0,195

0,178

0,174

0,169

0,169

0,159

0,153

0,132

0,129

0,124

0,124

0,119

0,090

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Avon

Oriflame

Gillette

DoveNivea

L`Oreal

Colgate

Vichy

Rexona

Blend-a-medYves Rocher

Garnier

Palmolive

Gerovital

Rimmel

Maxfactor

Head&Shoulders

Farmec

Elmiplant

Gerocossen

2011

2012

Base: respondents to whom the block of questions about personal care was displayed (N=522) Source: gemiusAdHoc, February 2012


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Auto Leading Brands Index

Base: respondents to whom the block of questions about auto was displayed (N=499) Source: gemiusAdHoc, February 2012

0,533

0,518

0,441

0,384

0,268

0,247

0,234

0,234

0,232

0,217

0,175

0,169

0,161

0,147

0,141

0,127

0,124

0,115

0,114

0,098

0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800

BMW

Mercedes-Benz

Audi

VolkswagenDacia

Ford

Skoda

Volvo

Toyota

Opel

Renault

Peugeot

Nissan

Honda

Hyundai

Citroen

Fiat

Chevrolet

Seat

Kia

2011

2012


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Auto Online Presence Index

Base: respondents to whom the block of questions about auto was displayed (N=499) Source: gemiusAdHoc, February 2012

0,349

0,333

0,324

0,281

0,267

0,197

0,195

0,190

0,179

0,173

0,152

0,149

0,147

0,146

0,146

0,144

0,141

0,128

0,127

0,118

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Mercedes-Benz

BMW

Dacia

VolkswagenAudi

Skoda

Opel

Ford

Renault

Toyota

Peugeot

Volvo

Nissan

Chevrolet

Citroen

Fiat

Hyundai

Honda

Seat

Kia

2011

2012


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1616

16

Telecommunication Leading Brands Index

Base: respondents to whom the block of questions about telecommunication was displayed (N=507) Source: gemiusAdHoc, February 2012

0,461

0,439

0,436

0,279

0,255

0,135

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Orange

Vodafone

Cosmote

RDS-RCS

Romtelecom

UPC

2011

2012


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17

Telecommunication Online Presence Index

Base: respondents to whom the block of questions about telecommunication was displayed (N=507) Source: gemiusAdHoc, February 2012

0,545

0,513

0,422

0,280

0,259

0,173

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Vodafone

Orange

Cosmote

Romtelecom

RDS-RCS

UPC

2011

2012


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Va Multumesc !

Catalin Emilian,

Country Manager Romania & Moldova

GEMIUS RESEARCH SRL

Str. Cezar Bolliac Nr. 8, Ap.6

Sector 3, Bucuresti

Phone: +40213233523

[email protected]

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