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Tag: TRA Research

  • Three Tata Brands in top 20 list of India’s Most Consumer-Focused Brands

    Three Tata Brands in top 20 list of India’s Most Consumer-Focused Brands

    MUMBAI: TRA Research has launched the second edition of ‘India’s Most Consumer-Focused Brands 2019’ (CFB), a study measuring the brands’ increase in Buying Propensity, the keenness-to-buy among Indian consumers.

    Samsung, the South Korean multinational major leads the TRA’s most consumer-focused brands 2019 report this year. It is followed by Tata Motors at scond place and Apple has secured third position with the latter having climbed two ranks over last year. Hero Motocorp has secured fourth slot while Nike is at fifth rank for consumer-focus.

    CFB 2019 reports the list of brands that increased their buying propensity over last year. This year’s report lists 500 brands based on the buying propensity comparison of two successive years’ data.

    Commenting on the launch of CFB Report 2019, TRA Research CEO N Chandramouli said, “TRA‘s Most Consumer-focused brands 2019 report in its second edition exhibits substantial shift. The biggest find is that of the seven new brands that made it to the list as compared to last year all have made it into the Top 20 Most Consumer-Focused Brands list. Three Tata Brands – Tata Motors (ranked 2nd), Tata Salt (ranked 15th) and Tata Tea (ranked 20th), which were not a part of the list last year, also made it to the Top 20.  Some other new entrants to the Top 20 list include Bajaj Pulsar (ranked 9th), Reliance Jio (ranked 18th) and Sony (ranked 19th). A few brands made significant strides over last year to make it to the Top 20 Most Consumer-Focused Brands. These include LIC (ranked 6th, with a jump of 82 ranks), State Bank of India (ranked 12th with a climb of 74 ranks) and Lakme (ranked 17th with a jump of 92 ranks). Of the 11,000 brands studied, only 541 brands showed an increase in buying propensity over last year, with 95 per cent brands registering a fall in buying propensity in the same period.”

    “TRA’s Buying Propensity Matrix is a scientific brand measurement model that gets to the root of consumer buying behaviour to understand and measure the customer’s buying keenness. It attempts to understand this through the overt, covert and contextual buying drivers of consumer influences. By increasing buying propensity a brand creates a natural pull for the consumer towards the brand measured as a consumer’s trust (the transactional drives to buy) and attractiveness (the psycho-socio-cultural desire drives to buy). These two combine to make the fundamental substrate on which all buying decisions are made,” Chandramouli added.

    Among India’s 500 Most Consumer-Focused Brands, 37 super-categories and 236 categories were listed. The categories with the maximum brands were F&B, FMCG and automobile contributing to 28 per cent of the total brands in the listings.

    Some of the important category leaders in Consumer-Focused Brands are Panasonic (rank 57) in Consumer Electronics; Liberty (rank 64) in Footwear; Kenstar (rank 163) in Durables, L’Oreal (rank 66) in FMCG; Sun Pharma (rank 76) in Pharmaceuticals;  Tata Sky (rank 72) in DTH;  DMart (rank 111) in Retail, Fastrack (rank 31) in Branded Fashion, JW Mariott (rank 155) in Premium Hotels, Google (rank 16) in Internet Search, and Kit Kat (rank 135) in Food & Beverage.

  • Toilet, floor cleaner brands piggyback on the Swacch Bharat Mission

    Toilet, floor cleaner brands piggyback on the Swacch Bharat Mission

    MUMBAI: Ever since the government launched its ‘Swacch Bharat Mission’, brands have left no stone unturned to make hay while the sun shines.

    As per a recent TAM Adex report, the toilet and floor cleaners’ brands have made an incredible spike of 244 per cent in their ad volumes on TV from 2014 to 2018.

     

    Commenting on the trend, TRA Research CEO N Chandramouli says, “This increase in TAM Adex is a direct reflection of the toilet and floor cleaning brands' smart piggybacking on Swachh Bharat campaign. Incidentally, it has also been used significantly by disinfectant liquid soap brands.”

    However, he cautions such brands to tread carefully with their campaigns, “Brands wait eagerly for such initiatives which will give them a wave to ride on. However, if a brand uses such waves too blatantly, it can also backfire on them as it can seem pushy thereby reducing the buying propensity, the important mix of brand trust and brand desire, of the brand.”

    Bijoor Consults Inc founder and brand guru Harish Bijoor notes, “Swacch Bharat has actually upped the sensitivity to toilets, hygiene, toilet cleaning and more. If you look at the government sector buying more products in this segment as well, you will see a blip!”

    Brand-nomics managing director Viren Razdan believes that the huge multi-level activation campaign of Swacch Bharat Mission has got the new-age Indian and his civic sense and national pride a never-before significance. He says, “It has also sparked off the renewed idea of hygiene which has been used fairly well by these categories. So, while in the past these brands did make their presence felt – it’s just that the new environment has created a fairly receptive mindset and brands are muscling their way  for this new-found attention.”

    He continues, “While earlier brands created their own space to a narrow focussed TG – suddenly the idea has been magnified in scale and width reaching a social issue, the category would obviously respond to the heat.”

    Not just that, toilet soaps, toothpaste, shampoos, and washing powder/liquids also saw a huge spike in their ad volumes on TV, all of them increasing by more than 100 per cent. In fact, the report also showed that in the top 10 sectors to advertise on TV, personal healthcare improved its position by two spots; it was ranked sixth in 2014 and fourth in 2018.

  • Marketers today don’t know their customers: TRA Research’s N Chandramouli

    Marketers today don’t know their customers: TRA Research’s N Chandramouli

    MUMBAI: The recently launched India’s Most Attractive Brands 2018 report ranked brands across categories based on an elaborate model measuring which brands the consumers desire the most. The results were calculated after thorough research that involved TRA interacting with people across the country and seeking their responses over a number of ‘attractive attributes’.

    Speaking on the sidelines of the launch event, TRA Research CEO N Chandramouli shared some valuable insights into the marketing culture of today as well. He said that many marketers today do not know their customers They have made stark generalisations about who likes what and what has a market where. While they, in many cases, might be successful in increasing the sales, they lose out on carving an identity for the brand. They fail in driving ‘customer loyalty’.

    “When it comes to ‘loyalty’, most brands rely on the customer to be loyal. They do not think that a customer has a number of options to choose from; one is spoilt for choices. Thus, the brands will have to adapt and deliver,” said Chandramouli.

    He noted that brands today employ a marketing tactic called ‘dynamite advertising’—which is similar to an old fishing technique where fishermen dropped dynamite in the sea to easily catch the dead fish after the explosion. He implied that brands today are creating a lot of noise to boost sales but this form of advertising isn’t helping them in creating a distinct identity.

    Chandramouli added, “Brands need to understand that sales and identity are two completely different things. The age of selling is dead. It’s the time to help people in buying. Thus, brands must think ten years ahead and do things that attract the customer. A brand shouldn’t be speaking about itself. In fact, the consumer should be talking about it and making it popular.”

    But in an age and time of cut-throat competition and each brand focusing on unique marketing trends; it might become difficult to stand out. To this, Chandramouli said that brands should look into the data and studies and find out its own identity before promoting itself. He also said that brands shouldn’t rely completely on agencies for the creatives but rather be involved in creating their own identities.

    It is imperative for brands of today to cut through the noise and come up with ideas that attract consumers. Be it creating campaigns that stand out or contribute to a social cause or sponsor programmes that reach their true target audience; brands will have to act if they want to stay relevant for the longer term.

  • Just six Indian brands among 20 most trusted brands

    Just six Indian brands among 20 most trusted brands

    BENGALURU: The 2018 edition, or the eighth edition of TRA Research’s (TRA) The Brand Trust Report of the most trusted 1,000 Indian brands was released today in Bengaluru by TRA’s Research Director Sachin Bhosle. From over 9,000 unique brands, TRA has shortlisted 1,000 as the most trusted brands by Indians.

    Among the top most trusted 20 brands across categories headed by the previous year’s leader Samsung, the first Indian brand to make it to the list is at rank 4–brand Tata. Keeping Tata company is Maruti Suzuki (rank 10), Baba Ramdev’s Patanjali (rank 13), Reliance (rank 14), Bajaj (rank 16) and Godrej (rank 17). Please refer to the figure below for TRA’s Brand Trust Index for India’s most trusted brands.

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    A TRA release says that The Brand Trust Report 2018, the eighth in its series, is the result of a comprehensive primary research conductedon the proprietary 61-Attribute Trust Matrix of TRA. This year’s study involved 15,000 hours of fieldwork,covering 2,488 consumer-influencers across 16 cities in India; it generated 5 million datapoints and 9,000 uniquebrands, from which the top 1000 brands have been listed in this year’s report, claims TRA.

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  • DEN Networks tops as most attractive Cable TV brand: TRA Research

    DEN Networks tops as most attractive Cable TV brand: TRA Research

    DEN Networks Ltd, one of the largest cable MSOs in India, is the top cable brand according to the “Most Attractive Brands 2017” report by Trust Research Advisory (TRA), a brands insight company. S.N. Sharma, CEO, DEN Networks said, “We are delighted to be recognised as the most attractive Cable TV brand in the country by TRA. This recognition reflects our enduring efforts to fulfill customer satisfaction and quality service. As a dynamic and technologically driven company, we have been the leading innovator in the digital cable TV industry in India. From being the first national MSO to launch its own OTT app – DEN TV+ to launching premium international gaming service “DEN Playin’ TV” on our network and introducing special HD Set-top box with accessories to enjoy audio and video streaming over internet on non-smart TVs, our initiatives have been aimed at delighting our customers, attuned to their changing preferences and lifestyle needs. We hope to cement our leadership position by continually redefining and improving the industry benchmarks in TV viewing experience.”

    ‘Most Attractive Brands’ is an annual study conducted by TRA. The rankings are based on a primary research conducted across 16 Indian cities among 2,456 consumers. The study generated nearly 5 million data points and 5,000 unique brands mentions of which 1000 brands are listed in the list. The research is based on TRA’s proprietary 36-attribute Attractiveness Matrix.

  • Samsung becomes India’s most attractive brand in 2017

    Samsung becomes India’s most attractive brand in 2017

    MUMBAI: The crown for India’s most attractive brand has yet again gone to a South Korea-based company. Smartphone company Samsung dethroned LG as India’s most preferred brand.

    LG has slipped to second position followed by Sony in the top 3. Tata, after falling by almost three ranks in 2016 has come back to hold its position to rank 4th in 2017. Honda ranks 5th after ranking 4th in 2016 and 6th in 2015. The 6th most attractive brand in 2017 is Apple, which has jumped 12 places after ranking 18th in 2016 and 15th in 2015.

    The survey for the 4th edition of India’s Most Attractive Brands was conducted among 2,456 consumer influencers across 16 cities and generated nearly 5 million data points and 5,000 unique brand mentions, out of which the top 1000 brands have been listed in this year’s report.

    TRA Research CEO N Chandramouli mentioned, “The one aspect that has somehow stayed constant is the fight for the top 3 ranks between Samsung, LG and Sony. Will this be the case even next year? Well it may be difficult to predict as the rankings this year have seen some major rank climbs and falls, making a few of the former new category leaders and the latter resigning from their coveted spot.”

    One of the list’s major brand rank climbs is Patanjali; from ranking 371 in 2015 to ranking 87 in 2016 to making it to rank 12 in 2017.

    Chinese mobile phone maker Oppo has claimed the 20th position by taking a major jump from its position at 341 in 2015.

    In the Media-TV segment, NDTV has emerged as the numero uno channel followed by Aaj Tak and Sony Entertainment at number 2 and number 3 positions respectively. In Hindi GEC, Zee TV slipped to number 2 position with an overall ranking of 226 which is a major slip from its last year’s position of 93.

    Baba Ramdev’s Patanjali emerged at number 1 position in the Fast Moving Consumer Goods (FMCG) category with an overall position of 12 which is 75 ranks up than its last year’s position at number 87. Colgate followed at number 2 position and saw a slip in its overall ranking by retaining its position at 43.

    In food and beverage category, Brooke Bond tea saw a major slip in its ranking. The tea brand ranked at 120 in the category but slipped by 776 points in its overall ranking this year with 941 as compared to last year’s 165.

    In the branded fashion category, homegrown brand Fastback emerged as a clear winner at number 1 spot beating international luxury brands Gucci at number 2 spot, Tommy Hilfiger at number 3 respectively.

    In DTH sector, Tata Sky was the most attractive brand with an overall ranking of 315. Reliance DTH was among the worst losers as it ranks at 888. Cadbury Perk joined the bandwagon of losers with its rank at 949 as compared to the previous year’s 499, a difference of 450 ranks.

    “This year we have incorporated the theme of diversity in the report. Diversity is something that our study radiates,” concluded Chandramouli.

  • Zee tops TRA Research’s most attractive 2016 TV media brands list

    Zee tops TRA Research’s most attractive 2016 TV media brands list

    MUMBAI: Which are the most attractive TV media brands? Zee TV tops, while MTV is at No 2, and Star Plus, surprisingly is at third spot. Aaj Tak, NDTV, Colors, SAB, Zee News, ABP News, India TV are the rest in the Top in that specific order.

    At least that’s the finding of brand intelligence and data insights company, TRA Research, a part of the Comniscient Group, Most Attractive Brands 2016 report.

    For Punit Goenka and team Zee there’s many reasons to celebrate. Brand Zee TV has risen 116 places to 93 in the overall list of India’s most attractive brands (as compared to the 2015 ranking), while it ranks number 1 in the Hindi GEC category. Star Plus too has improved drastically by 163 places to rank at 110. But it is placed at No 2 in the Hindi GEC category. Colors which dropped 37 places to rank at 349 overall, is at the third spot in the GEC category.

    What’s surprising is that the mired in controversy NDTV has ranked No1 in the most attractive channel cluster category with the Zee Network coming in at No 2 and TV9 at No 3.

    Aaj Tak is numero uno in Hindi news, while Zee News ranks second and ABP News is a third spot.

    BBC has proved to be the most attractive international news TV brand for 2016, followed by CNN and NBC.

    Amongst kids channels, Disney Channel has taken pole position.

    This year, LG has unseated Samsung from the top spot and the smartphone maker has slipped to the third rank. LG is followed by Sony in the top 20.

    “The survey was conducted in 16 cities across India,” said TRA Research CEO N Chandramouli.

    Patanjali has emerged right on top in the fast moving consumer coods (FMCG) – diversified sub-category. In the FMCG sector, Baba Ramdev’s brand stands at 12, whereas in the overall rankings, it has taken the lead in the chart by 284 ranks to 87th as compared to last year’s 371.

    Amazon’s aggressive growth over the past year or so has seen it go past popular search engine Google to claim the top spot. In the overall attractive brands chart, Amazon has entered the top 100 club at 96th rank, while Google trails it at 102nd rank. Indian e-commerce portal Flipkart is far behind at 125th, but up from previous year’s 346.

  • Zee tops TRA Research’s most attractive 2016 TV media brands list

    Zee tops TRA Research’s most attractive 2016 TV media brands list

    MUMBAI: Which are the most attractive TV media brands? Zee TV tops, while MTV is at No 2, and Star Plus, surprisingly is at third spot. Aaj Tak, NDTV, Colors, SAB, Zee News, ABP News, India TV are the rest in the Top in that specific order.

    At least that’s the finding of brand intelligence and data insights company, TRA Research, a part of the Comniscient Group, Most Attractive Brands 2016 report.

    For Punit Goenka and team Zee there’s many reasons to celebrate. Brand Zee TV has risen 116 places to 93 in the overall list of India’s most attractive brands (as compared to the 2015 ranking), while it ranks number 1 in the Hindi GEC category. Star Plus too has improved drastically by 163 places to rank at 110. But it is placed at No 2 in the Hindi GEC category. Colors which dropped 37 places to rank at 349 overall, is at the third spot in the GEC category.

    What’s surprising is that the mired in controversy NDTV has ranked No1 in the most attractive channel cluster category with the Zee Network coming in at No 2 and TV9 at No 3.

    Aaj Tak is numero uno in Hindi news, while Zee News ranks second and ABP News is a third spot.

    BBC has proved to be the most attractive international news TV brand for 2016, followed by CNN and NBC.

    Amongst kids channels, Disney Channel has taken pole position.

    This year, LG has unseated Samsung from the top spot and the smartphone maker has slipped to the third rank. LG is followed by Sony in the top 20.

    “The survey was conducted in 16 cities across India,” said TRA Research CEO N Chandramouli.

    Patanjali has emerged right on top in the fast moving consumer coods (FMCG) – diversified sub-category. In the FMCG sector, Baba Ramdev’s brand stands at 12, whereas in the overall rankings, it has taken the lead in the chart by 284 ranks to 87th as compared to last year’s 371.

    Amazon’s aggressive growth over the past year or so has seen it go past popular search engine Google to claim the top spot. In the overall attractive brands chart, Amazon has entered the top 100 club at 96th rank, while Google trails it at 102nd rank. Indian e-commerce portal Flipkart is far behind at 125th, but up from previous year’s 346.