Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2010” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters.
The ranking of brands takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality associations, perceived brand performance and loyalty towards the brand.
The results are based on interviews conducted in January-February 2010 with 213 carton converters from seven Western European countries: Germany, the UK, France, Belgium, the Netherlands, Spain and Italy. All the converters who participated in the survey use virgin fibre cartonboard for their cartons and they produce folding cartons for at least one of the following end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits.
The survey shows that overall brand knowledge among carton converters is improving. It has also become more competitive in the sense that brands outside of top ten are narrowing the gap and they are potentially challenging the more well-established brands. Results indicate that several of the cartonboard companies now put more emphasis on branding their products.
There are three cartonboard companies with relatively stronger brands and/or development over time than others:
• Iggesund with Invercote maintaining its position as the clearly most valuable brand among Western European converters and its other brand Incada in a 4th place
• Korsnäs in 2nd place thanks to the brand taking a lead from a quality associations and loyalty point of view
• Stora Enso with Ensocoat up from a 6th place in 2008 to a 3rd place and its other brands Tambrite, CKB and Performa also in top ten; mainly as a result of an improvement in the awareness of the brands
The other cartonboard producers active in the Western European market are considerably weaker.
The following table lists the most valuable cartonboard brands in Western Europe according to carton converters. The ranking is based on the Brand Equity Index:
Besides the brands qualifying for the total Western European Brand Equity Index ranking, there are another nine brands that qualify for the Brand Equity Index ranking in only one geographical market respectively. The strongest of these are CMPC in the UK and Trucard in Germany; both are a top brand in the respective market. Results have also been analysed per main end use segment for the converter and some brands are clearly more recognised and appreciated for certain end use segments than others.
The survey does not only measure how well known and appreciated brands are and how loyal users are towards them. It also looks into purchasing behaviour such as how influential converters are when selecting cartonboard grade and/or brand, how often they buy a certain brand and what the main drivers are behind the brand selection.
In line with the actuality of the topic, the environment constitutes a new and important part of the survey. Opticom has looked into how much environmental aspects matter when converters select a brand, how brands perform and whether or not there is a brand and/or supplier being superior to others in this respect. The results show that there is not yet any supplier or brand that, according to the converters, can claim to have taken a lead in the environmental area. There is thus so far no direct correlation between investments made aiming at improving the environmental sustainability and credibility of a supplier and/or brand and the market perception of the same.
To summarise, the survey shows that there are plenty of opportunities to make a difference for owners of the cartonboard brands but as Jessica Tommila, responsible for the survey, puts it: “Building and sustaining a valuable brand is not done overnight, it requires commitment and above all consistency in defining, communicating and living the brand/s”.
The survey adds value to you if you are interesting in finding out any of the following:
> How do your customers (the converters) view your brand? What overall strengths and weaknesses does it have?
> Is your brand well-known where distributed? That is, does its awareness reflect its availability in the various markets?
> What do users of your brand value when it comes to quality characteristics?
> How well does your brand fulfil converter demands; both in absolute terms and in relation to competition?
> How loyal are converters to your brand? Are they sensitive to changes in e.g. pricing, product quality or logistics?
> How important are the environmental aspects to a converter when selecting brand in general and what are the environmental expectations on your brand in particular?
> Is your brand one of the leading brands from an environmental point of view?
The findings provide useful information that enables owners of the cartonboard brands to for example:
> Define where to focus the efforts in order to create a stronger position for their brands; is it question of raising awareness of the brand or more about influencing converters’ quality perceptions or even improving the actual quality of the brand?
> Analyse their brands’ positions in the various markets and end use segments to see where they have competitive advantages and not. Though brand promises are not solely about product quality features, a lot of valuable input is provided when it comes to how to define the brand promise.
The information should be considered valuable not only to the sales force and the marketing departments handling marketing communication but also to market/business planning and development departments responsible for improving the quality of the brands. Knowing your customers (current as well as potential) and how they view various matters is the key to successful business.
For more information, or ordering of the survey, please contact
Jessica Tommila at:
Opticom International Research
Grev Turegatan 30
SE-114 38 Stockholm, SWEDEN
Direct phone: +46 (0)8 50 30 90 06
Mobile phone: +46 (0)708 39 90 06
Opticom International Research is a leading global market research and consulting firm with the mission to help our customers make better business decisions. 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.