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RTD Tea Bottle
Indonesia Popular Brand 2014
Omnibus Popular Brand Index
Date: January 2015
A. Detail findings
1.
2.
3.
4.
5.
6.
7.
Popular Brand Index
Brand awareness
Expansive
Market Share
Future Intention
Switching
General Information
2
A. Detail findings
1.1. Popular Brand Index Concept
Future
Intention
Top of
Mind
(TOM)
One of the most important Assets of the company and
represent identity of a company is the Brand. "Brand or trademark
is a name or symbol that is associated with the product/service and
cause psychological meaning/association". In addition, the brand
also as a promotional tools, so that a product with certain brand
would likely gain popularity or awareness in the community level
that will affect consumer behaviour in the community.
POPULAR
BRAND
INDEX
(PBI)
To determine organization performance we could see from
development of the brand. W&S study based on development of
PBI (Popular Brand Index) concept which included community top
of mind brand, expansive or spread of the brand, total purchase or
last used of the brand, and consumer intention to purchase brand.
Last Used
Expansive
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information :
•Top of Mind (TOM) = First brand mentioned by respondents.
•Expansive = Scope and spread of brand.
•Last Used/ Market Share = Total purchase or last used brand in past 3 months.
•Future Intention = Consumer intention to purchase brand.
3
A. Detail findings
1.2. Popular Brand Index Results (PBI)
PBI is obtained by the Internet sampling (Online Panel) and with samples of 1400 respondents in the W&S
database Indonesia (nusaresearch). The results obtained for RTD Tea Bottle Category with PBI concept is as follows:
Rank of Popular
RTD Tea Bottle
PBI
1
Teh botol SOSRO
42.1
2
Teh pucuk HARUM
15.6
3
Teh Gelas
9.2
4
frestea
8.6
5
Nu Green Tea
8.0
6
fruit tea
3.8
7
MYTEA
2.5
8
TEBS
2.0
9
ICHI OCHA
1.3
10
MIRAI Ocha
0.9
IR
Teh botol SOSRO got the
first rank od PBI (42.1), and
the second rank is Teh
pucuk HARUM (15.6).
57.1%
Incidence Rate of RTD Tea Bottle buyer (Percentage of RTD Tea Bottle buyer in periode October – December 2014)
is 57.1% from panel population W&S Group Indonesia.
4
A. Detail findings
1.
2.
3.
4.
5.
6.
7.
Popular Brand Index
Brand Awareness
Expansive
Market Share
Future Intention
Switching
General Information
5
A. Detail findings
2.1. Brand Awareness – Top Of Mind
Teh botol SOSRO
Teh pucuk HARUM
To see the power of RTD Tea Bottle, can be
measured by the level of knowledge of respondents to the
RTD Tea Bottle. From the results of the Top of Mind
(TOM) or RTD Tea Bottle that remembered the first time
and that brand comes to mind with spontaneously when
speaking in the context of RTD Tea Bottle are Teh botol
SOSRO (55.1%) and Teh pucuk HARUM (12.9%). But for
ICHI OCHA (0.6%) is quite higher than TEBS (0.4%).
55.1%
12.9%
Teh Gelas
7.4%
frestea
6.1%
Nu Green Tea
5.4%
fruit tea
1.8%
MYTEA
0.9%
ICHI OCHA
0.6%
TEBS
0.4%
MIRAI Ocha
0.3%
n Sample : 799
6
A. Detail findings
2.2. Brand Awareness
When looking Unaided of RTD Tea Bottle that spontaneously comes to mind of the respondent, apparently Teh
botol SOSRO still dominate. It shows that respondents easier to remember Teh botol SOSRO than other brands without
Showcard. However, when viewed from the Aided or RTD Tea Bottle that respondents remembered after being given
assistance (Showcard), frestea (50.8%) is higher than Teh Gelas (50.5%). It make frestea got higher rank of Total
Awareness than Teh Gelas.
91.4%
13.2%
Aided
82.4%
77.3%
76.8%
UnAided
75.7%
Total
Awareness
68.5%
55.7%
41.8%
50.8%
50.5%
46.6%
53.3%
51.9%
78.2%
39.4%
38.8%
34.3%
33.0%
48.9%
42.5%
40.6%
26.5%
Teh botol
SOSRO
Teh pucuk
HARUM
frestea
26.3%
Teh Gelas
22.4%
16.6%
Nu Green Tea
fruit tea
6.8%
4.1%
5.1%
5.8%
TEBS
MIRAI Ocha
ICHI OCHA
MYTEA
n Sample : 799
7
A. Detail findings
1.
2.
3.
4.
5.
6.
7.
Popular Brand Index
Brand Awareness
Expansive
Market Share
Future Intention
Switching
General Information
8
A. Detail findings
3. Expansive
46.1%
15.6%
0.4%
11.1%
0.5%
10.4%
1.3%
7.5%
1.4%
3.1%
Expansive is the spread of RTD Tea Bottle that can be seen anywhere, such as ads on TV, billboards, internet ads,
etc. In this study, Teh botol SOSRO got the highest percentage (46.1%). Ten, TEBS (1.4%) get a higher percentage than
MYTEA (1.3%).
n Sample : 799
9
A. Detail findings
4. Frequent User
35.2%
18.1%
0.8%
10.8%
1.6%
9.6%
2.8%
3.1%
8.3%
4.5%
Last Used / Market Share is measured from the level of the respondents percentage who used the RTD Tea Bottle in the
last 3 months.
Also seen, Teh botol SOSRO (35.2%), Teh pucuk HARUM (18.1%), and Teh Gelas (10.8%) are top 3 brands of RTD Tea
Bottle which bought in the last time.
n Sample : 799
10
A. Detail findings
5. Future Intention
30.3%
16.4%
2.0%
11.3%
2.4%
9.1%
3.6%
4.9%
8.3%
6.0%
Future Intention measured by the percentage of respondents to the RTD Tea Bottle which will be used in the future.
Future intention percentage is measured by the Loyal respondents and Switched respondents. In this study, Nu Green Tea
get the third rank of RTD Tea Bottle which want to buy in the future (11.3%). It is a big opportunity for Nu Green Tea to be
used in the future.
n Sample : 799
11
A. Detail findings
1.
2.
3.
4.
5.
6.
7.
Popular Brand Index
Brand Awareness
Expansive
Market Share
Future Intention
Switching
General Information
12
A. Detail findings
6.1. Switching
Loyal
Teh botol SOSRO
-13.0%
Teh pucuk HARUM
-5.3%
Teh Gelas
-8.1%
36.7%
frestea
-2.0%
63.3%
9.8%
Switch
4.8%
4.0%
From this research, the amount of loyal RTD Tea
Bottle buyer (63.3%) is higher than RTD Tea Bottle who
want to switch to other brands. If Last Used RTD Tea
Bottle compared with Future RTD Tea Bottle, Teh botol
SOSRO get decreasing buyer in the future (13.0%). And
Nu Green Tea get the highest increasing of the number
of RTD Tea Bottle buyer in the future (9.8%), then
followed by fruit tea (4.8%).
fruit tea
MYTEA
2.8%
TEBS
2.8%
ICHI OCHA
4.1%
n Sample : 799
Nu Green Tea
MIRAI Ocha
n Sample : 246
*Relative to respondent who switch to another brand
13
A. Detail findings
1.
2.
3.
4.
5.
6.
7.
Popular Brand Index
Brand Awareness
Expansive
Market Share
Future Intention
Switching
General Information
14
A. Detail findings
6.2. Ever Used and Conversion Rate
Conversion Rate
89.3%
Ever Used Brand
81.6%
Brand awareness
55.1%
Conversion Rate
74.6%
Ever Used Brand
51.1%
Brand awareness
Top of Mind
7.4%
12.9%
68.5%
1.8%
5.4%
59.6%
33.2%
18.4%
0.4%
0.9%
47.0%
44.7%
21.9%
17.6%
55.7%
38.8%
75.7%
77.3%
6.1%
47.4%
60.2%
60.3%
76.8%
82.4%
79.5%
78.0%
57.6%
65.8%
91.4%
Top of Mind
75.0%
79.9%
46.6%
39.4%
0.6%
0.3%
By conversion rate, it could inferred from ratio of Ever Used RTD Tea Bottle and Brand Awareness. Higher conversion
rate indicates that users are aware towards the RTD Tea Bottle. Furthermore, it has more possibilities to consume RTD Tea
Bottle in future. From the result we can see that average of percentage of Ever Used Brand is smaller than percentage of
Brand Awareness. Teh botol SOSRO and Teh pucuk HARUM get high conversion rate, 89.3% and 79.9%.
n Sample : 799
15
B. Respondent profile
Gender
53.6%
Age
46.4%
10.5%
Below 20 years old
37.0%
20 ~ 24 years old
29.2%
25 ~ 29 years old
30 years old and above
23.3%
Monthly Household Income
Less than IDR 1,500,000
8.0%
IDR 1,500,001 - IDR 2,500,000
12.8%
IDR 2,500,001 - IDR 3,500,000
14.5%
IDR 3,500,001 - IDR 4,500,000
10.6%
IDR 4,500,001 - IDR 6,500,000
12.9%
IDR 6,500,001 - IDR 8,500,000
9.9%
IDR 8,500,001 - IDR 11,000,000
12.5%
IDR 11,000,001 - IDR 20,000,000
10.9%
IDR 20,000,001 - IDR 30,000,000
IDR 30,000,001 - IDR 40,000,000
Over IDR 40,000,000
4.0%
1.3%
2.6%
n Sample : 1,115
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PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’.
Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentations
across Indonesia.
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this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address
http://nusaresearch.com).