{"id":1495,"date":"2016-04-18T15:26:21","date_gmt":"2016-04-18T15:26:21","guid":{"rendered":"https:\/\/valiconweb.sys.valicon.net\/?p=1495"},"modified":"2024-07-16T16:20:12","modified_gmt":"2024-07-16T16:20:12","slug":"valicon-top25-brands-the-return-of-local-brands-among-the-top-ten-brands-in-the-region-milka-continues-to-be-the-leading-brand","status":"publish","type":"post","link":"https:\/\/www.valicon.net\/sq\/valicon-top25-brands-the-return-of-local-brands-among-the-top-ten-brands-in-the-region-milka-continues-to-be-the-leading-brand\/","title":{"rendered":"VALICON TOP25 BRANDS: The return of \u201clocal\u201d brands among the top ten brands in the region. Milka continues to be the leading brand."},"content":{"rendered":"

Former Yugoslavian FMCG brands prevail on regional list. Among the top ten brands\u00a0six of them have regional roots: Vegeta, Argeta, Cedevita, Cockta, Smoki and\u00a0Fructal.<\/strong><\/p>\n

In 2013, Valicon conducted another annual FMCG brand strength measurement in the\u00a0former Yugoslavia, much in the same way as measurements carried out in the preceding\u00a0years. The research was conducted in all countries from the region, this time for the\u00a0eleventh consecutive year.<\/p>\n

VALICON TOP25 BRANDS in Former Yugoslavia<\/strong>:<\/p>\n

1 Milka
\n2\u00a0Coca Cola
\n3 Vegeta
\n4 Argeta
\n5\u00a0Cedevita
\n6 Cockta
\n7\u00a0Orbit
\n8\u00a0Nivea creme
\n9 Smoki
\n10 Fructal
\n11 Paloma tissues
\n12 Nescafe
\n13 Plazma cookies
\n14 Aquafresh
\n15 Jaffa Cakes
\n16\u00a0Fanta
\n17\u00a0Dorina
\n18 Lenor
\n19 Pepsi
\n20\u00a0Kiki
\n21\u00a0Chipsy
\n22\u00a0Nutella
\n23 Ariel
\n24 Podravka soup
\n25 Dukat yogurts<\/p><\/blockquote>\n

The first two brands on the list stand out the most, while those ranked from the third to\u00a0the eighth place marked tight results, which means they have very similar scores. Each of\u00a0them offers certain opportunities that can be used to their advantage as well as certain\u00a0drawbacks which need to be eliminated in order to achieve a better position on the list.\u00a0Brands positioned high on the list can either aspire to preserve their place or try to shift\u00a0towards the top of the list. The position of brands ranked from the third to the tenth place was determined by small details that had to be taken into account when\u00a0interpreting their ascend or drop on the list with regard to the previous year. A certain\u00a0relationship between two brands can be completely different in the following year.<\/p>\n

A quick look at the listed brands reveals a general \u201crule\u201d that needs to be met for a\u00a0brand to rank on the Valicon TOP25 FMCG brand list. The brand needs to be present\u00a0across the entire region, which means the list excludes strong local brands even in those\u00a0categories which are usually dominated by them, i.e. beer, coffee, still water, dairy\u00a0products, ice cream etc. However, the first attempts to be included in the list can be\u00a0observed in some categories, i.e. the Jana water in the still water category, Heineken\u00a0and La\u0161ko in beer category, etc. They are superior products and the manufacturers are\u00a0trying to further regionalize them, which reflects in the brand strength as well as its\u00a0position on the list.<\/p>\n

Furthermore, brands of products that are less commonly consumed, i.e. cigarettes,\u00a0women\u2019s or men\u2019s products or premium brands will be hard to find on the brand list. Also,\u00a0the leading brands are more present in certain categories and in less in others. The\u00a0Serbian brands have a slight advantage over others due to the market size. Unlike the\u00a0situation in Slovenia and Croatia, the advantage of Serbian brands might be even double\u00a0due to the market size on the one hand and the absence of discount stores and private\u00a0labels on the other.<\/p>\n

A brand\u2019s strength was calculated based on the level of brand awareness, experience and\u00a0usage. If the same brand was used in different categories, i.e. the case of Paloma in the\u00a0toilet paper category and in tissues category, the brand strength was calculated for each\u00a0category separately.<\/p>\n

The research was conducted in May and June 2013 in all countries in the region, on the\u00a0representative sample size from n = 1000 to n = 1500 per country, with the exception of\u00a0the two smallest countries Montenegro and Kosovo. The results are representative for the\u00a0entire region of former Yugoslavia, which means that the measured strength of a certain\u00a0brand in Slovenia contributed to the total strength of this brand on the total regional\u00a0level only half as much as the same brand did in Croatia since the Croatian market is\u00a0twice the size of the Slovenian market.<\/p>\n

About the survey<\/strong><\/p>\n

PGM \u2014 Contractor: VALICON
\nResearch period: May \u2212 June 2013
\nSample size: n=1000\/1500 per country
\nPopulation age: 15\u221265 years
\nInterview method: Personal interviews and self-surveys
\nRepresentation factors: sex, age, education, region<\/p>\n

More information:
\n<\/strong>Valicon
\nKopitarjeva 2, Ljubljana, Slovenia
\nT. +386 1\/ 420 49 00, +386 1\/ 420 49 53 (Andra\u017e Zorko, Partner)
\nF. +386 1\/ 420 49 60
\nE.\u00a0pr@valicon.net
\nW.\u00a0www.valicon.net<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Former Yugoslavian FMCG brands prevail on regional list. Among the top ten brands\u00a0six of them have regional roots: Vegeta, Argeta, Cedevita, Cockta, Smoki and\u00a0Fructal. In 2013, Valicon conducted another annual FMCG brand strength measurement in the\u00a0former Yugoslavia, much in the same way as measurements carried out in the preceding\u00a0years. The research was conducted in all […]<\/p>","protected":false},"author":1,"featured_media":1496,"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-1495","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\/sq\/wp-json\/wp\/v2\/posts\/1495","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/comments?post=1495"}],"version-history":[{"count":0,"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/posts\/1495\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/media\/1496"}],"wp:attachment":[{"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/media?parent=1495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/categories?post=1495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.valicon.net\/sq\/wp-json\/wp\/v2\/tags?post=1495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}