{"id":1492,"date":"2016-04-19T15:25:11","date_gmt":"2016-04-19T15:25:11","guid":{"rendered":"https:\/\/valiconweb.sys.valicon.net\/?p=1492"},"modified":"2024-07-16T16:20:58","modified_gmt":"2024-07-16T16:20:58","slug":"valicon-top25-brands-milka-still-on-top-argeta-the-strongest-slovenian-brand","status":"publish","type":"post","link":"https:\/\/www.valicon.net\/sl\/valicon-top25-brands-milka-still-on-top-argeta-the-strongest-slovenian-brand\/","title":{"rendered":"VALICON TOP25 BRANDS: Milka still on top, Argeta the strongest Slovenian brand"},"content":{"rendered":"

In order to place high on the Valicon TOP25 regional list of brand strength, constant\u00a0work, innovation and a strong story are required \u2013 we have been emphasizing this for\u00a0a while and it won\u2019t hurt if we say it again. A brand needs to be very consistent with\u00a0its story if it wants to be desirable among consumers.\u00a0Once again, Valicon conducted another FMCG brand strength measurement in larger part\u00a0of former Yugoslavia \u2013 in Slovenia, Croatia, BiH, Serbia and Macedonia. Valicon has been\u00a0<\/strong>conducting FMCG brand strength measurements in this territory for twelve years.<\/strong><\/p>\n

VALICON TOP25 FMCG brands for 2014<\/strong><\/p>\n

1 Milka chocolates
\n2 Coca Cola
\n3 Vegeta
\n4 Cedevita
\n5 Argeta
\n6 Orbit
\n7 Smoki
\n8 Cockta
\n9 Nivea
\n10 Pepsi
\n11 Nescaffe
\n12 Jaffa cakes
\n13 Fanta
\n14 Jana
\n15 Lenor
\n16 Paloma toilet paper
\n17 Gillette
\n18 Plazma
\n19 Kiki
\n20 Ariel
\n21 Airwaves
\n22 Nutella
\n23 Podravka sups
\n24 Dukat yogurts
\n25 Medeno srce<\/p><\/blockquote>\n

Milka chocolates is dominating the top of the list as they have been showing innovation\u00a0for years in combining classic marketing, the product itself and price positioning\u00a0expanding to all products category relevant to Milka. Their constant direction towards\u00a0tenderness with aggressive product advertising and their work at the sale point itself are\u00a0a good guideline for all other FMCG brands.<\/p>\n

Coca Cola took advantage of its anniversary in 2011 with great results. In 2013, they\u00a0showed all other brands how to manage an emotionally strong campaign. Even though\u00a0this kind of creativity was not enough to retain the leading position due to the general decline of carbonated non-alcoholic beverages and strong competition (i.e. Cocta or\u00a0Pepsi) it reached the second place on Valicon TOP25 regional list.<\/p>\n

The leading two positions on the list have a significant advantage before others, while\u00a0brands, placed from third to eight place are fairly close to each other. They all show\u00a0certain \u201copportunities\u201d where they can succeed and certain \u201cproblems\u201d which need to be\u00a0remedied in order to attain a better position on the list. With higher positions, we can\u00a0talk about retaining the position or moving toward the top. When taking into\u00a0consideration brands placed between the third and eight place, we must keep in mind\u00a0that minor factors decide when we talk about a \u201cdrop\u201d or a \u201cclimb\u201d of a specific brand in\u00a0regard to the previous year. The relation between two brands can be completely\u00a0reversed next year.<\/p>\n

An analysis of the list shows a certain \u201crule\u201d, which determines where a brand is placed\u00a0on Valicon TOP25 FMCG brands list. This means that it is difficult to find a local brand\u00a0on the list, even in those categories, where local brands are prevalent \u2013 such as beer,\u00a0coffee, water, dairy products, ice-cream\u2026<\/p>\n

Nevertheless, palpable success can be observed in some of the mentioned categories.\u00a0The Jana brand in the category of water brands is a clear example. In 2013, this brand\u00a0was several positions below the 25th place, while in 2014 it climbed to the fourteenth\u00a0place. This proves that continuous work on regionalization, as well as introducing a\u00a0story and emotions into a brand reflects on the brand strength and its position on the\u00a0list. Of course, we have to consider a factor, which helped the water brands and other\u00a0beverages in 2014, namely, seasonalization.<\/p>\n

Also, it is hard to find brands from less popular categories on the list, such as cigarettes,\u00a0female and male products or premium brands. The reason that specific brands \u201cmove\u201d\u00a0can also be found in the growth or drop of a whole category. In some categories, the\u00a0leading brands are more present, while in some they are not as prevalent. Brands in\u00a0oligopoly category, i.e. the beer category, have the hardest task. Active presence on the\u00a0Serbian market is the pre-condition for entering the Valicon TOP25 regional list. Due to\u00a0the size of the market itself, the Serbian brands have a slight advantage. The advantage\u00a0in this case is double, meaning the advantage of a large market and the absence of\u00a0discount stores and private brands, such as is the case in Slovenia or Croatia.<\/p>\n

Brand strength is calculated on the basis of visibility, experience and brand use. A\u00a0brand is defined as a fast-moving consumer brand, when a product is used inside a\u00a0specific category. If the same brand is used in different categories, for example Milka in\u00a0the category of chocolates and Milka in the category of biscuits, the strength of the Milka\u00a0brand is not calculated as a whole but separately for all categories where this brand is\u00a0present.<\/p>\n

The research was conducted a little bit later than usual, in September and October\u00a02014 due to the floods, which affected the majority of the countries of former\u00a0Yugoslavia, the sample being at least n=1000 per country. As always, the results are\u00a0presented in a manner ensuring representativeness for Slovenia, Croatia, BiH, Serbia and\u00a0Macedonia. Therefore, brand strength in Slovenia has only half as much influence on the\u00a0regional brand strength as brand strength in Croatia, which is twice as large as Slovenia.<\/p>\n

We must also consider the fact that the modified interviewing period affects the strength\u00a0of some brands, especially in beverages. Due to the seasonal influence the results are not\u00a0entirely comparable to last year\u2019s list.<\/p>\n

Research data
\nContractor: VALICON
\nInterviewing period: September \u2013 October 2014
\nSample size n=1000\/1500 per country
\nPopulation 15 \u2013 65 years of age
\n\u201cMixed-mode\u201d method, which includes representative online interviewing and
\nsupplementary field interviewing of population without access to the Internet
\nRepresentative gender, age, education, region<\/p>\n

More information:<\/strong>
\nValicon
\nKopitarjeva 2, Ljubljana
\nT. 01\/ 420 49 00, 01\/ 420 49 53 (Andra\u017e Zorko, partner)
\nE.\u00a0pr@valicon.net<\/a>
\nW.\u00a0www.valicon.net<\/a><\/p>","protected":false},"excerpt":{"rendered":"

In order to place high on the Valicon TOP25 regional list of brand strength, constant\u00a0work, innovation and a strong story are required \u2013 we have been emphasizing this for\u00a0a while and it won\u2019t hurt if we say it again. A brand needs to be very consistent with\u00a0its story if it wants to be desirable among […]<\/p>","protected":false},"author":1,"featured_media":1493,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[37],"tags":[34],"class_list":["post-1492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-knowledge-club","tag-valicon-top25-brands"],"_links":{"self":[{"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/posts\/1492","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/comments?post=1492"}],"version-history":[{"count":0,"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/posts\/1492\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/media\/1493"}],"wp:attachment":[{"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/media?parent=1492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/categories?post=1492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.valicon.net\/sl\/wp-json\/wp\/v2\/tags?post=1492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}