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There are many people who have been part of Opticom’s history and have been valuable in contributing to our success. Our roots stem from research and analysis, which has provided our clients with true customer knowledge. This knowledge has served as the foundation for decisions that aim at creating bottom line value for our customers across the industry. Numerous client testimonials has shown that research pays off. Over the years, we have added consulting to our offering, helping our clients to reach insights that allow even better decision making. These are the two disciplines that we have built our success upon, and it has allowed us to work with an incredible list of globally leading companies. It has been our privilege to serve all these companies on a long-term basis.

We added communication as the third leg in our business in 2014, and thus today the Opticom Group offers global research, consulting and communication to all of our clients.

Our mission is to help our customers create value by transforming data and knowledge into strategic advice and efficient communication. We are a truly global company, covering over 30 nationalities active on 6 continents in more than 100 countries. Since our foundation in 1987 we have undertaken hundreds of international assignments across the world.

We thank all our clients for trusting Opticom with your important projects, and we also thank all of our co-workers and business partners for their hard work and commitment to Opticom.

Finally, we are very much looking forward to the next 30 years and beyond. We can also assure you that we will continue to be passionate about understanding your key challenges and in finding solutions that deliver true value and ROI.

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Seven lives

Take a closer look at the cardboard box that you just opened, or the newspaper you finished reading, or the bag of toilet tissue you recently bought. In an earlier life, they all used to be trees. Or rather, the cellulose fibres these products are made of used to be trees. But since then, the fibres have made a long journey.

Let’s start from the beginning, out in the deep forests. Chances are that these trees grew in the Nordics, and were planted in the beginning of the 20th century. Then they were cared for, decade after decade. While they grew, they absorbed enormous amounts of CO2 and produced oxygen, year after year.

Then they got harvested. And while new seedlings were planted, the best timber became floor boards, kitchen cabinets, or even complete houses. The rest was meticulously processed into fresh fibre pulp. Which eventually allowed publicists to issue their glossiest magazines. Confectionaries to pack their most delicate chocolates. And IT-companies to market their smartest mobile phones.

End of act one. Time to recycle. These recycled fibres return as tabloid newsprint, heavy-duty packaging board, trendy wall-paper, best-selling books or almost anything else. And so it evolves. Time after time, in an eternal cycle of life. Or?

The truth is that not even cellulose fibre have eternal life. After six or seven iterations they’re done. Their tenacity is gone, and they turn into dust. And here’s the catch of the very important and ambitious recycling systems deployed all over the world today. Unless they’re fed with a certain amount of new, fresh fibre, they collapse.

Where will this insight take the recycling industry in the long run? How will it affect the policies of the environmentalists? And what opportunities will it present to adaptive and inventive pulp & paper companies that want to focus even more on sustainability?

We don’t know yet. But we can find out.

Because we create value for companies around the world by transforming data and knowledge into strategic advice and effective communication.

opt

Knowledge explains.
Communication changes.

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Locally Grown

You probably don’t have the faintest idea. But, it is an important question to ask. Not only for you, but the entire globe.

Think about how much you care about the food you eat. You ask questions, such as; were the hens happy laying the eggs? Did the cows eat well? Are the carrots grown organically? Or did the peas get sprinkled with pesticides? It’s also become more important to know about the entire value chain, if the products come from a farm nearby, or have they been flown across the globe?

These are facts consumers use to drive their buying behaviour. So manufacturers now supply accurate information and are increasingly doing so. The proof can be found on a pack of eggs, or a bag of peas; there it all is, clearly declared.

Could this also be a way forward for the forest industry? Or rather in all industries making products from trees?

Consumer power is a forceful way to create the necessary peer pressure for change. Most people know from early age that trees are the lungs of mother Earth, transforming CO2 to the oxygen we breathe. But much fewer consumers know that trees are a steadily growing resource thanks to a century of responsible forestry.

Now look at this from a corporate perspective. Supplying sustainably produced goods has become one of the strongest brand promises today. So imagine the following. Next time you buy a new kitchen table, there’s a label with the GPS coordinates indicating where the trees grew. Your floorboards will be marked with how much water was used in production. And cookbooks will explain their environmental credentials by presenting both the ingredients and the recipes of the pulp they are made from.

Would that work? We don’t know yet. But let’s find out.

Because we create value for companies around the world by transforming data and knowledge into strategic advice and effective communication.

opt

Knowledge explains.
Communication changes.

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Stockholm, Sweden, November 3rd, 2016 – Opticom International Research now presents the results of the 12th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among
1500 professional end-users across 5 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy and Spain.

The top European office paper brands according to the Opticom Brand Equity Index are:

Ranking 2016 (2013*) Brand Owner of the brand
1 (2) Navigator The Navigator Company
2 (1) Xerox Antalis
3 (4) Lyreco Lyreco
4 (3) HP HP (manufactured and distributed exclusively by International Paper)
5 (7) Staples Staples

* Compared with the ranking for the five same countries in 2013.

Among the brands qualifying this year, Navigator, Xerox and HP have been evaluated by more respondents in 2016 than in 2013 and only Lyreco has qualified in all markets in 2016. When comparing the ranking for the five countries sampled in 2016 versus 2013, two brands are no longer qualifying: Discovery and Office Depot.

Navigator has doubled its Spontaneous Awareness Index since 2013, while showing steady levels in the other indices (Quality & Association index as well as Loyalty index) reaching the first position in all criteria and taking the overall leadership. Xerox, 2013’s leading brand, dropped to second place due to a lower score in the Spontaneous Awareness Index.

Lyreco and HP swapped places mainly due to higher Quality & Association and Loyalty indices for Lyreco. Staples qualified again but shows a strong decrease in its Top-of-Mind index and a loss of few points in all the other indices although the brand did improve its recommendation index.

When looking at the ranking in each individual country, we can see that more brands are qualifying on an individual country level such as Canon and Viking in the United Kingdom, Office Depot in France or Plano in Germany.

While most of the rebranded reseller brands have maintained their position or dropped in the ranking, it is still clear that the majority of the brands in this top list are corporate brands. Only one pure product brand has qualified on the overall European level: The Navigator Company’s Navigator.

“Beside ranking the most valuable brands of Office Paper in Europe, we explore where and how the brands are bought, how the brands and suppliers are selected but also the environmental issues around the office paper brands, giving a deeper dimension to the information provided in this research” comments Cécilia Vassal Nyholm, Project Manager. “And knowing how actively our clients are using the results in their communication with their customers is very rewarding to us.”

About Opticom’s Brand Equity Index and the Office Paper Tracking Survey

Opticom’s Brand Equity Index model assesses the impact of individual office paper brands, benchmarks the leading brands against each other and evaluates the success of individual brand strategies over time through four indexed key drivers of brand equity: spontaneous awareness, top-of-mind, qualities & associations and loyalty.

In order to improve the brand equity of their brands, brand owners should analyse the individual results for the different sub-indexes – both in comparison to the last survey as well as in relation to other brands – and determine where improvements can and need to be made. Is the channel strategy appropriate? Do the brands get enough support in their marketing efforts? Do the office paper buyers understand that the things our brands are good at are important? Is the perception of the brand’s performance fair? Why have other brands with a similar positioning as ours been able to achieve more than our brand?

You can learn more by ordering the “Brand Equity Tracking Survey – Office Paper 2016”. The survey is based on 1500 interviews with professional end-users of office paper (in SOHO, SMEs and corporations) in 5 European countries (Germany, France, the United Kingdom, Italy and Spain). The survey has an overall purpose to identify and track: Brand Awareness, Brand Performance, Brand Loyalty and Brand Equity measured through Opticom’s Brand Equity Index (BEI).

In addition to issues directly related to brand equity, the 2016 edition of the survey also studies buying behaviour by looking at buying determinants and drivers for brand choice, relevant communication and purchasing channels, as well as how professional purchasers of office paper view environmental friendliness and which brands that are leading in that respect.

By looking into who the main suppliers are of the main brands bought, the study also for the first time ever clearly maps the channels through which brands are bought as well as which are the main brands sold by the leading suppliers.

For more information, or ordering of the study, please contact Cecilia Vassal Nyholm at:

Phone: +46 (0)8 50 30 90 04 • Mobile: +46 (0)708 39 90 04 • E-mail: cecilia@opticom.se

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Stockholm, Sweden, July 07, 2016 – Opticom International Research now presents the results of the 7th edition of the “Brand Equity Tracking Survey – Cartonboard: Brand owners”. This industry standard benchmark survey for cartonboard brands has been conducted among
351 consumer goods brand owners across 8 countries in Europe and active in one of the following 6 segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland.

The top European cartonboard brands according to the Opticom Brand Equity Index are:

Ranking 2016 (2014/2012*) Brand Owner of the brand
1 (3/2) Incada Iggesund
2 (1/3) Tambrite Stora Enso
3 (2/1) Invercote Iggesund
4 (7/11) Carta range Metsä Board
5 (5/7) Simcote Metsä Board
6 (11/10) CKB Stora Enso
7 (6/5) Alaska Plus International Paper
8 (8/8) Rochcoat/blanc/perle Careo
9 (-/4) BillerudKorsnäs BillerudKorsnäs
10 (9/9) Ensocoat Stora Enso
11 (4/6) Performa Stora Enso
12 (NEW) Algro Design Sappi
13 (NEW) Excellent Top MM Karton

* BEI 2012 based on recalculation including the 2012 data from Switzerland for comparison.

Both Iggesund and Stora Enso maintain their positions as owners of the most valuable brands since 2012. However, the competition is closing in with Carta range showing higher indices in both quality and loyalty than the leading brands and Simcote having a rather strong awareness index.

Compared to 2014, Algro Design (Sappi) and Excellent Top (MM Karton) have qualified for ranking for the first time; and BillerudKorsnäs (BillerudKorsnäs) is back in the ranking whereas Chromolux is exiting due to the lack of evaluations.

Main findings

The survey shows that the brand awareness levels are overall very low – similar to both 2014 and 2012 – and depending on the segment; brand owners active in Pharmaceutical & Healthcare show the highest level of awareness. On the other hand, prompted awareness levels are much higher and indicate a “passive” knowledge of the brands. The results show that the purchase/usage of a specific brand is no guarantee for its awareness among brand owners.

Cartonboard brands generally meet users’ expectations with the exception of value for money. In comparison with previous years, the gaps between the brand owners’ expectations and the brands’ performance are becoming more narrow overall, meaning the brands are better at meeting the brand owners’ expectations (with the exception in Value for money).

Overall brand owners are loyal to their current main brand and Carta range show the highest share of users (very) likely to continue using the brand.

Besides ranking the most valuable brands, the survey allowed us to look into what drives the choice and the purchase of a specific brand but also get insight into topics such as sustainability. Brand owners also shared interesting ideas on how to gain value from technical services and how producers could help them meet their most critical challenges.

 

About Opticom’s Brand Equity Index and the Cartonboard Tracking Survey

Opticom’s Brand Equity Index model assesses the impact of individual cartonboard brands, benchmarks the leading brands against each other and evaluates the success of individual brand strategies over time through four indexed key drivers of brand equity: spontaneous awareness, top-of-mind, qualities & associations and loyalty.

In order to improve the brand equity of their brands, brand owners should analyse the individual results for the different sub-indexes – both in comparison to the last survey as well as in relation to other brands – and determine where improvements can and need to be made. Do the brands get enough support in their marketing efforts? Do the cartonboard buyers understand that the things our brands are good at are important? Is the perception of the brand’s performance fair? Why have other brands with a similar positioning as ours been able to achieve more than our brand?

You can learn more by ordering the “Brand Equity Tracking Survey – Cartonboard 2016: Brand owners”. The survey is based on 351 interviews with brand owners active in six segments (Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits) in 8 European countries (Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland). The survey has an overall purpose to identify and track: Brand Awareness, Brand Performance, Brand Loyalty and Brand Equity measured through Opticom’s Brand Equity Index (BEI). A second survey is available: “Brand Equity Tracking Survey – Cartonboard 2016: Converters” based on 225 interviews done in the same 8 countries with cartonboard converters.

In addition to issues directly related to brand equity, the 2016 edition of the survey also studies buying behaviour by looking at buying determinants and drivers for brand choice, sustainability issues, as well as how producers of cartonboard can help the brand owners and converters to meet their critical challenges.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at:

Phone: +46 (0)8 50 30 90 04 • Mobile: +46 (0)708 39 90 04 • E-mail: cecilia@opticom.se

Opticom International Research is a leading global market research and consulting firm with the mission to help our customers improve their results by transforming data and knowledge into strategic advice and concrete action plans. Since 1987, we have been dedicated to serving clients within the pulp, paper & board industry with customised research services focusing on commercial and marketing related issues. In combining our large global in-house research capabilities, state-of-the-art information technology and our pulp & paper competence we have proven to be a unique partner for a number of leading forest products companies all over the world that value not only speed and quality but also cost effectiveness in surveys and analyses.

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