Base: N = 536 respondents (all respondents) %

Sample Profile

Laundry Washing Habits

45

Mainly by hand

55 Mainly in a washing machine

*74% among respondents who are 30-39 y.o.

75% 98% 79% 76% 87% 79% among among among among among among respondents respondents respondents respondents respondents respondents who who who who who who graduated secondary school graduated university are decision makers earn 721 1440 RON earn more than 1440 RON live in Bucharest

* NOTE: These percentages are

significantly higher inside the mentioned split at 99% confidence level.

-1 GfK Romania

DT1. Do you usually wash your laundry at home? - One answer only, prompted.

Base: N = 536 respondents (all respondents) %

Sample Profile

Type of Washing Machine Owned

Semi-automatic washing machine 6% Agitator washing machine 10%

None 34%

Automatic washing machine 50%

*70% among respondents who graduated secondary school

92% 68% 83% 84% 72% among among among among among respondents respondents respondents respondents respondents who who who who who graduated university earn 721 1440 RON earn more than 1440 RON live in Bucharest are single

* NOTE: These percentages are

significantly higher inside the mentioned split at 99% confidence level.

-2 GfK Romania

DT2. What kind of washing machine do you have? - One answer only, prompted.

Base: N = 536 respondents (all respondents) %

a b c d Client e f g h i j k
-3 GfK Romania

Prompted Brand Awareness

97 97 87 83 83 80 78 76 69 49 30 17

Significantly higher than the rest at 99% confidence level.

DT4. Please tell me, which of these brands do you know at least by name? - Multiple answer, prompted.

Base: N = 536 respondents (all respondents) %

b a c d Client f h e g j i k None
-4 GfK Romania

Used Brands

64 63 36 25 23 16 16 15 11 3 3 1 1
Significantly higher than the rest at 99% confidence level.

DT6. Which of these brands did you use in the last 12 months? - Multiple answer, prompted.

Base: N = 536 respondents (all respondents) %

b a c Client d h e g f None
-5 GfK Romania

Main Brand

37 31 9 6 6 3 2 2 1 2
Significantly higher than the rest at 99% confidence level.

DT8. Which brand is your mainly used brand? - One answer only, prompted.

Base: N = 536 respondents (all respondents) %

a b Client d c g h f e None
-6 GfK Romania

Best Brand

57 20 7 5 4 3 2 1 1 1
Significantly higher than the rest at 99% confidence level.

DT9. Which of these brands is the best brand in your opinion? - One answer only, prompted.

Base: N = respondents (those who know the brand) %

Very strong washing power 80 I would recommend this brand to a close friend 60 40 Preserves the laundry 20 0 Solves stubborn stains Takes care of the laundry

Brand Image

You can use it for white and coloured laundry

Gives a good scent to the laundry

Modern brand Good value for money a

-7 GfK Romania

Makes laundry very white

client

Management Summary

Slogan Slogan 1 marca I Slogan 2 marca A Slogan 3 marca A Slogan 4 marca B Slogan 5 marca A Slogan 6 - Client

Awareness

Distinctiveness

Correct association

Slogan 7 marca C
Slogan 8 - Client Slogan 9 marca D Slogan 10 marca G Slogan 11 Client

-8 GfK Romania

GfK Romania

Custom Research

Research Camp

12 May 2011

Tema
9

Pornind de la rezultatele pe care le-am discutat astazi, incercati sa va puneti in pielea unui cercetator Clientul vostru este marca A (cazul 1) si marca D (cazul 2) si vrea sa stie care este situatia lui pe piata. Faceti cate un scurt comentariu (aprox. pag) pentru fiecare caz in parte care sa contina:

-Descrierea situatiei;
-Evidentierea punctelor tari/ slabe; -Recomandarile voastre (daca e cazul).

Format: word/ ppt

Deadline: 16-17 mai

Mail: iulia.cornigeanu@gfk.com