Ipsos Markinor Sunday Times Top Brands Results BusinesstoConsumer
Ipsos Markinor / Sunday Times Top Brands Results Business-to-Consumer 2008 1
Overview of the Ipsos Markinor / Sunday Times Top Brands Survey Two modules 5 th Y ear inclu B 2 B ded BUSINESS-TO-CONSUMER SURVEY Scope of the research: BUSINESS-TO-BUSINESS SURVEY Scope of the research: • Ipsos Markinor’s National Khayabus • Interviewing method: face-to-face • Sample representative of SA population • Total of 3 482 interviews • Matrix Marketing database • Respondents of the following calibre: • CEOs • CFOs • COOs • MDs • Any other directors • Sample representative of South African business environment • Total of 400 interviews from various industries • Interviewing method: Computer-Assisted Telephonic Interviewing (CATI)
3 Key questions have been asked: Spontaneous Awareness + Trust & Confidence + Commitment = Brand relationship score Since 1992: spontaneous awareness + trust & confidence From 2001: loyalty/commitment measure
Categories included in this year’s survey
Categories ü SA's overall favourite brand ü Company that has done the most to uplift the community ü Cool brands ü SA's favourite advertiser • • • • • • Alcoholic spirits (excluding beer) Banks Beers Beauty products for facial skin care Beauty products for hair care Cars Cell phones Chocolates Clothing stores Food kept in the pantry or on the shelf Food kept in the fridge Fast food and restaurant chains Grocery and convenience stores Insurance companies – long-term Insurance companies – short-term Medical aids Newspapers – weekly Newspapers – daily Petrol Radio stations Soft drinks, cool drinks & fruit juices Telecommunications providers Television channels and stations This year, a total of 27 categories were included in the consumer module.
Results: Brand Relationship Scores (BRS) 6
South Africa’s overall favourite brand 2007 Base: All respondents Total number of spontaneous responses 2008
South Africa’s favourite ad (billboards, radio, TV or print) 2007 Base: All respondents Total number of spontaneous responses 2008
Company operating in South Africa that has done the most for community upliftment 2007 Base: All respondents Total number of spontaneous responses 2008
Alcoholic spirits (excluding beer) 1 st time category 2008 22% of respondents could not name any alcoholic spirit (excluding beer) Base: All respondents % Brand Relationship Score
Banks 2007 Base: All respondents % Brand Relationship Score 2008
Beer 2007 Base: All respondents % Brand Relationship Score 2008
Beauty products for facial skin care 2006 Base: All respondents % Brand Relationship Score Category not included in 2007 2008
Beauty products for hair care 2006 Base: All respondents % Brand Relationship Score Category not included in 2007 2008
Cars 2007 Base: All respondents % Brand Relationship Score 2008
Cell phones 2007 Base: All respondents % Brand Relationship Score 2008
Clothing stores 2006 Base: All respondents % Brand Relationship Score Category not included in 2007 2008
Brands of food kept in the fridge 2007 Base: All respondents % Brand Relationship Score Category not included in 2007 2008
Brands of food kept in the pantry or on the shelf 2007 Base: All respondents % Brand Relationship Score 2008
Fast food and restaurant chains 2007 Base: All respondents % Brand Relationship Score 2008
Chocolates 2007 Base: All respondents % Brand Relationship Score 2008
Grocery and convenience stores 2006 Base: All respondents % Brand Relationship Score Category not included in 2007 2008
Long-term insurance 2007 Base: All respondents % Brand Relationship Score 2008
Short-term insurance 2007 2008 64% of respondents could not name any short-term insurer Base: All respondents % Brand Relationship Score 64% of respondents could not name any short-term insurer
Medical aid companies 2007 2008 Brands in 10 th position with 1% each • Sizwe • Bestmed 58% of respondents could not name any medical aid company Base: All respondents % Brand Relationship Score 64% of respondents could not name any medical aid company
Newspapers - daily 2007 Base: All respondents % Brand Relationship Score 2008
Newspapers - weekly 2007 Base: All respondents % Brand Relationship Score 2008
Petrol 2007 Base: All respondents % Brand Relationship Score 2008
Radio stations 2006 Base: All respondents % Brand Relationship Score Category not included in 2007 2008
Soft drinks, cool drinks and fruit juices 2007 Base: All respondents % Brand Relationship Score 2008
Telecommunications providers 2007 Base: All respondents % Brand Relationship Score 2008
Television stations 2007 Base: All respondents % Brand Relationship Score 2008
South Africa’s coolest brand Cool is in the eye of the beholder 661 individual mentions Base: All respondents
South Africa’s coolest brand 2007 Base: All respondents % Brand Relationship Score 2008
South Africa’s coolest brand - 2008 % Brand Relationship Score 16 – 19 Years 20 - 24 Years 25 - 44 Years 45+ Years
Remainder of the Top 50 coolest brands 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. Samsung SAB Lacoste LG All Star Billabong Clover Telkom Carvella Koo ABSA Toyota Cell C Eskom Pick ‘n Pay Kentucky Fried Chicken / KFC Soviet Polo Mercedes Benz Nestlé 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. Dickies Daniel Hechter / DH Shoprite Motorola Quick Silver Simba Woolworths Timberland Fanta Sprite Volkswagen Kellogg's Edgars All Gold Spar Ford Mr Price Grasshopper Jet Sasol
- Slides: 36
