GALLUP PAKISTAN BRANDS REFERENDUM 2011Gallup Pakistan undertook the project, Brands Referendum 2011,...

GALLUP PAKISTAN BRANDS GALLUP PAKISTAN BRANDS REFERENDUM 2011REFERENDUM 2011 (Draft Version for limited Circulation) (Draft Version for limited Circulation)

Top Brands in Pakistan

CONFIDENTIAL

September, 2011

Table of ContentsTable of ContentsPage #

Introduction 4Highlights 5Section 1:Beauty Products 18

a. Soap 19b. Shampoo 24c. Body Lotion 29

Section 2: Food Items 34a. Tea 35b. Cooking Oil 40c. Milk 45d. Biscuit 50e. Ice cream 55

Brands Referendum 2011

Copy Rights Reserved with Gallup Pakistan 2011Please see Disclaimer in the End of the Report

Table of Contents

Page #

Section 3: Home Appliances 60a. Refrigerator 61b. AC 66c. Washing Machine 71d. Air Cooler 76

Section 4: Vehicles 81a. Car 82b. Motor Cycle 87

Section 5: Mobile Phones 92a. Mobile Phone Hand Set 93b. Mobile Operator 98


Copy Rights Reserved with Gallup Pakistan 2011

Page #

Section 6: Media 103a. Urdu Newspaper 104b. News Channel 109c. Music Channel 114d. Islamic Channel 119

Section 7: Demographics 124

Table of Contents



INTRODUCTIONINTRODUCTIONGallup Pakistan undertook the project, Brands Referendum 2011, the aim of which was to analyze the different brands available to consumers for various commodities, and their success rates with respect to the market they have so far managed to capture.

This presentation is divided into 7 Sections and has a Highlights section which summarizes the Main Findings of the Study.

This is a draft version of the Report, circulated only together feedback and recommending errors in this version can be expected and therefore this version should be quoted with certain.

For any queries or clarifications, the undersigned can be contacted.

Fatima IdreesGroup Manager, Gallup Pakistan August 18, 2011



HighlightsHighlightsSection 1: Beauty ProductsA. Soap• According to 42% of the people questioned, ‘Lux’ is the first brand that comes to mind

when they hear the name ‘soap’, followed by Lifebouy at 19% and Safeguard at 15% respectively.

• 34% percent of respondents said Lux was the one brand whose advertisements they recall seeing on Television/Newspaper/Billboards. Next in line was Lifebouy at 16% and Safeguard at 10%.

• The survey suggests that the brand Lux is being used the most by 33% of people questioned, seconded by Lifebouy at 23% and Safeguard at 17%.

B. Shampoo• When the word ‘Shampoo’ is heard, Sunsilk is the first brand that comes to mind

according to 32% of the sample, whereas its Head & Shoulders for the other 16% and Pantene for 14% of the people questioned.

• Sunsilk is reported to have been recalled the most out of all the shampoo advertisements on Television/Newspaper/Billboards at a total of 26% followed by Head & Shoulders and Pantene, both at 12% each.

• 29% of respondents said Sunsilk was the one shampoo brand they use the most. Second in line is Head & Shoulders at 16% and Pantene at 14% respectively

Brands Referendum 2011HIGHLIGHTS


C. Body Lotion• 8% of the sample population said Care was the first brand they thought of when

hearing the word ‘Body Lotion’, whereas a total of 6% percent thought of Ponds.• Advertisements of Care and Ponds were recalled most by the respondents at 5% each

followed by Olivia at 4%.• According to the survey, Care and Ponds is used most by 5% of the sample

population. Dove and Olivia stand second at 3% each.

Section 2: Food ItemsA. Tea• Supreme and Tapal were the top-most thought of brands, at 23% each with Lipton at

a total of 21%.• Respondents were able to recall advertisements for three brands the most, namely

Supreme, Tapal and Lipton, all three of which were 17% each. • Tapal is being used by 24% of the people questioned, followed by Supreme (21%)

and Lipton (15%)

…………. Continued



B. Cooking Oil• While discussing Cooking Oil brands, it is reported that 14% people thought of

Dalda first with Habib at 12% and Sufi at 10% respectively. • 11% of the population questioned managed to recall Dalda’s advertisements first.

Next in line were those of Habib (10%) and Kisan (7%).• 11% of the people use Dalda the most, followed by Habib (9%) and Sufi (8%).

C. Milk• Fresh Milk was thought of by 22% of the respondents followed by 15% for Tarang

and 13% for Olpers respectively.• Advertisements for Tarang were recalled the most, at a percentage of 18, with Olpers

and Haleeb both at 10% each.• Fresh milk is reported to have been used by 31% of the sample population succeeded

by three brands at 10% each, namely Haleeb, Olpers and Tarang.




D. Biscuit• When hearing the word ‘biscuit’, Sooper is the first brand that comes to mind

according to 28% of the respondents succeeded by Rio at 10% and Bakery at 8% respectively.

• Sooper advertisements (19%) were recalled the most followed by Rio at 9%, and Bakery and Tuc at 6% each.

• Sooper biscuits (27%) are most commonly consumed, followed by Bakery (9%) and Gala (7%).

E. Ice-cream• Walls ice-cream came to mind first for 29% percent of the people questioned,

followed by Yummy (10%) and O’more (8%).• Walls advertisements were recalled the most according to 22% of the sample

population, next in line being O’more at 9% and Yummy at 7% respectively. • Walls ice-cream comes first yet again, as the most-commonly consumed brand,

standing at 26% followed by the local ice-cream (6%).




Section 3: Home Appliances• Refrigerator • When the word refrigerator was brought up, 28% of the people questioned thought

of Dawlance whereas 12% thought of Waves followed by PEL at 11%.• Dawlance’s advertisements were most widely recalled, at a total of 26%, second in

line being Waves at 12% respectively. • Further, Dawlance also happens to the brand most used by the sample population

followed by Waves and PEL, at 28%, 12% and 11% each.

B. AC• When the word AC was heard, 11% of people surveyed thought of Dawlance and

Haier each, where 10% thought of PEL and 9% of LG.• 11% of respondents recalled seeing adverts of Haier the most, whereas it was 8% for

PEL and 7% for Dawlance.• Haier is the most-commonly used Air Conditioner amongst 7% of the sample

population, with Dawlance (6%) holding second place.




C. Washing Machine• 22% of people have been reported to state Super Asia as the first brand that comes to

mind when hearing the word, Washing Machine. National and Dawlance come second with a percentage of 8 each.

• Super Asia’s adverts were most-commonly recalled followed by Dawlance, corresponding to 14% and 9% respectively.

• Super Asia is used the most among 23% of the sample population. Dawlance comes next with a total of 8%.

D. Air Cooler• Super Asia’s air coolers were the first to be thought of among a total of 10% sample

population, with no significant competitor. • 5% of the people surveyed recalled seeing National’s adverts the most, whereas the

figure was 4% for Super Asia. • Super Asia is widely used amongst 7% of the population followed by National at 5%.




Section4: VehiclesA. Car• The brand, Suzuki, came to mind when the word ‘car’ was heard, for a total of 14

percent, succeeded by Toyota and Honda at 11% each. • 14% of respondents recalled seeing adverts of Suzuki the most, whereas 12% voted

for Honda and 11% for Toyota. • Suzuki cars are used most by a total of 14% of the people surveyed, whereas it was

12% for Honda and 11% for Toyota respectively.

B. Motor Vehicle• When hearing the word ‘Motor Cycle’, 37% of the population thought of Honda,

whereas 11% thought of CD70.• Honda adverts were recalled most by 22% of the people, followed by Yamaha, CD70

and Unique all at 5% each.• Honda also happens to be the most-commonly consumed motor vehicle for 26% of

the people surveyed, with CD70 holding 9% respectively.




Section 5: Mobile PhonesA. Mobile Phone Hand Set• Nokia got highest number of votes for brand recalled the most, at a 66%.• Nokia’s advertisements were also recalled the most by the people questioned at

(39%). • Nokia yet again, stands no competition as ‘brand used the most’ at 54%.

B. Mobile Operator• Ufone (13%) with Jazz (12%) have been recalled the most by the Pakistani public. • Ufone’s advertisements were recalled the most by the respondents.

• Ufone (13%) and Jazz (12%) are being used the most by the people who were

questioned.




TOP BRANDS ACROSS DIFFERENT TOP BRANDS ACROSS DIFFERENT PRODUCTS IN PAKISTANPRODUCTS IN PAKISTAN

Top Brands Recalled

42%

32%

8%

23% 23%

14%22%

28% 29% 28%

11% 11% 10%14%

37%

22%

66%

13%

31% 33%

12%

21%

0%

10%

20%

30%

40%

50%

60%

70%

Lux

(soa

p)

Suns

ilk (s

ham

poo)

Care

(bod

y lo

tion)

Supr

eme

(tea)

Tapa

l (te

a)

Dald

a (c

ooki

ng o

il)

Fres

h M

ilk (m

ilk)

Soop

er (b

iscu

it)

Wal

ls (

ice-

crea

m)

Daw

lanc

e (re

frige

rato

r)

Daw

lanc

e (A

C)

Haie

r (AC

)

Supe

r Asi

a (a

ir co

oler

)

Suzu

ki (c

ar)

Hond

a (m

otor

veh

icle

)

Supe

r Asi

a (w

ashi

ng m

achi

ne)

Noki

a (M

obile

Pho

ne)

Ufon

e (m

obile

ope

rato

r)

Jang

(urd

new

spap

er)

Geo

nes

(new

s ch

anne

l)

PTV

(mus

ic c

hann

el)

QTV

(Isl

amic

cha

nnel

)

Source: Gallup Pakistan National Public Opinion Poll 2011

Brands Referendum 2011TOP BRANDS


34%

26%

5% 5%

17% 17% 17%

11%

18% 19%22%

26%

11%

5%

14%

22%

14%

39%

12%17% 17%

6%

14%

0%5%

10%15%20%25%30%35%40%45%

Lux

(soa

p)

Suns

ilk (s

ham

poo)

Pond

s (b

ody

lotio

n)

Care

(bod

y lo

tion)

Lipt

on (t

ea)

Supr

eme

(tea)

Tapa

l (te

a)

Dald

a (c

ooki

ng o

il)

Tara

ng (m

ilk)

Soo

per (

bisc

uit)

Wal

ls (

ice-

crea

m)

Daw

lanc

e (re

frige

rato

r)

Haie

r (AC

)

Natio

nal (

air c

oole

rs)

Suzu

ki (c

ar)

Hond

a (m

otor

veh

icle

)

Supe

r Asi

a (w

ashi

ng m

achi

ne)

Noki

a (m

obile

pho

ne)

Ufon

e (m

obile

ope

rato

r)

Jang

(urd

u ne

wsp

aper

)

Geo

new

s (n

ews

chan

nel)

PTV

(mus

ic c

hann

el)

QTV

(Isl

amic

cha

nnel

)


Top Advertisements Recalled




33%29%

5% 5%

24%

11%

31%27% 26% 28%

7% 7%

14%

26%23%

54%

13%

20%

28%

14% 16%

0%

10%

20%

30%

40%

50%

60%

Lux

(soa

p)

Suns

ilk (s

ham

poo)

Care

(bod

y lo

tion)

Pond

s (b

ody

lotio

n)

Tapa

l (te

a)

Dald

a (c

ooki

ng o

il)

Fres

h M

ilk (m

ilk)

Soop

er (b

iscu

it)

Wal

ls (

ice-

crea

m)

Daw

lanc

e (re

frige

rato

r)

Haie

r (AC

)

Supe

r Asi

a (a

ir co

oler

)

Suzu

ki (c

ar)

Hond

a (m

otor

veh

icle

)

Supe

r Asi

a (w

ashi

ng m

achi

ne)

Noki

a (m

obile

pho

ne)

Ufon

e (m

obile

ope

rato

r)

Jang

(urd

u ne

wsp

aper

)

Expr

ess

(New

s ch

anne

l)

Zee

Cine

ma

(mus

ic c

hann

el)

QTV

(Isl

amic

cha

nnel

)


Brands Used the Most




Section 1Section 1

Beauty Products


Section 1aSection 1a

Soap

Brand Recall:Brand Recall: Soap SoapQuestion: When you hear the word ‘Soap’ what brand comes to mind?

Lux 42

Lifebouy 19

Safeguard 15

Capri 8

Tibet 3

Dettol 3

Palmolive 2

Saba 1

Others 5

DK/NR 2

42%

19%15%

8%

3% 3% 2% 1%5%

2%

0%5%

10%15%20%25%30%35%40%45%

Lux

Life

bouy

Safe

guar

d

Cap

ri

Tibe

t

Det

tol

Palm

oliv

e

Saba

Oth

ers

DK

/NR

Percent of Respondents (%)

Brands Referendum 2011 Section 1a


Brand Recall: Soap


34%

16%

10%6%

3% 3%1%

21%

2%6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Lu

x

Lif

ebo

uy

Saf

egu

ard

Det

tol

Pal

mo

live

Cap

ri

Sab

a

Do

no

t re

call

Oth

ers

DK

/NR

Lux 34

Lifebouy 16

Safeguard 10

Dettol 6

Palmolive 3

Capri 3

Saba 1

Do not recall 21

Others 2

DK/NR 6

Question: During last week can you recall one ‘Soap’ advertisement on TV or Newspaper or Billboards that you remember?



Ad Recall:Ad Recall: Soap Soap


Ad Recall: Soap


33%

23%

17%

6%3% 3% 2% 2% 1%

4% 5%

0%5%

10%15%20%25%30%35%

Lux

Life

bouy

Saf

egua

rd

Cap

ri

Tib

et

Det

tol

Pal

mo

live

Sab

a

Suf

i Soa

p

Oth

ers

DK

/NR

Question: Which ‘Soap’ brand do you use the most?

Lux 33

Lifebouy 23

Safeguard 17

Capri 6

Tibet 3

Dettol 3

Palmolive 2

Saba 2

Sufi Soap 1

Others 4

DK/NR 5



Brand Usage:Brand Usage: Soap Soap


Brand Usage: Soap


Results of Brand Referendum 2011: Results of Brand Referendum 2011: SoapSoap• Brand RecallAccording to 42% of the people questioned, ‘Lux’ is the first brand that comes to mind when they hear the name ‘soap’, followed by Lifebouy at 19% and Safeguard at 15% respectively. • Ad Recall34% percent of respondents said Lux was the one brand whose advertisements they recall seeing on Television/Newspaper/ Billboards. Next in line was Lifebouy at 16% and Safeguard at 10%.• Brand UsageThe survey suggests that the brand Lux is being used the most by 33% of people questioned, seconded by Lifebouy at 23% and Safeguard at 17%.• Overall Leader: LUXLux remains the top brand in this category, scoring highest percentage of respondents in all of the three questions asked.



Section 1bSection 1b

Shampoo

32%

16%14%

11%7%

2% 2% 1% 1% 2%

12%

0%

5%

10%

15%

20%

25%

30%

35%

Suns

ilk

Hea

d an

dSh

ould

er

Pant

ene

Life

bouy

Bio

Am

la

Cle

ar

Med

icam

Dov

e

Nil

Oth

ers

DK

/NR

Question: When you hear the name ‘Shampoo’ which brand comes to your mind first?

Sunsilk 32

Head and Shoulder 16

Pantene 14

Lifebouy 11

Bio Amla 7

Clear 2

Medicam 2

Dove 1

Nil 1

Others 2

DK/NR 12


Brands Referendum 2011 Section 1b

Brand Recall:Brand Recall: Shampoo Shampoo

Brand Recall: Shampoo



12%12%10%

7% 5% 4% 3% 2% 1% 1% 1% 1%

10%14%

26%

0%

5%

10%

15%

20%

25%

30%

Su

nsi

lk

Hea

d a

nd

Sh

ou

lder

Pan

ten

e

Nil

Lif

ebo

uy

Bio

Am

la

Cle

ar

Do

ve

En

gli

sh

Med

icam Bio

Sam

So

ul

Oth

ers

Nil

DK

/NR

Question: During last week can you recall one ‘Shampoo’ advertisement on TV or Newspaper or Billboards that you remember?

Sunsilk 26


Pantene 12

Nil 10

Lifebouy 7

Bio Amla 5

Clear 4

Dove 3

English 2

Medicam 1

Bio 1

SamSoul 1

Others 1

Nil 10

DK/NR 14



AD Recall:AD Recall: Shampoo Shampoo

AD Recall: Shampoo



Question: Which ‘Shampoo’ brand do you use the most?

Sunsilk 29


Pantene 14

Lifebouy 11

Bio Amla 7

Clear 3

English 2Medicam 2Dove 1

Nil 3

Others 2

DK/NR 12

29%

16% 14%11%

7%3% 2% 2% 1% 3% 2%

12%

0%5%

10%15%20%25%30%35%

Suns

ilk

Head

and

Sho

ulde

r

Pant

ene

Life

bouy

Bio

Am

la

Cle

ar

Eng

lish

Med

icam

Dov

e

Nil

Oth

ers

DK/

NR



Brand Usage:Brand Usage: Shampoo Shampoo

Brand Usage: Shampoo



Results of Brand Referendum 2011: Results of Brand Referendum 2011: ShampooShampoo• Brand Recall When the word ‘Shampoo’ is heard, Sunsilk is the first brand that comes to mind according to 32% of the sample, whereas its Head & Shoulders for the other 16% and Pantene for 14% of the people questioned. • Ad Recall Sunsilk is reported to have been recalled the most out of all the shampoo advertisements on Television/Newspaper/Billboards at a total of 26% followed by Head & Shoulders and Pantene, both at 12% each.• Brand Usage 29% of respondents said Sunsilk was the one shampoo brand they use the most. Second in line is Head & Shoulders at 16% and Pantene at 14% respectively.• Overall Leader: SUNSILK Sunsilk has topped the charts for the ‘Shampoo’ category, with no major competitors.


Section 1cSection 1c

Body Lotion

8% 6% 3% 2% 2% 2% 2% 1% 1% 1% 1% 1%

47%

5%

15%

0%5%

10%15%20%25%30%35%40%45%50%

Care

Pond

s

Oliv

ia

Care

Hon

ey L

otio

n

Baby

Lot

ion

Nive

a

Touc

h m

e

Revl

on Lux

Body

Coo

l

Vase

line

John

son’

s

Do n

ot R

ecal

l

Othe

rs

DK/N

R

Question: When you listen to the name ‘Body Lotion’ which brand comes to your mind first?

Care 8

Ponds 6

Olivia 3

Care Honey Lotion 2

Baby Lotion 2

Nivea 2

Touch me 2Revlon 1

Lux 1

Body Cool 1

Vaseline 1

Johnson’s 1

Do not Recall 47

Others 5

DK/NR 15


Brands Referendum 2011 Section 1c

Brand Recall:Brand Recall: Body Lotion Body Lotion

Brand Recall: Body Lotion



5% 5% 4% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1%

64%

4% 8%

0%10%20%30%40%50%60%70%

Care

Pond

s

Oliv

ia

Bride

Body

Coo

l

Touc

h M

e Lux

Vase

line

Hone

y Lo

tion

John

son’s

Care

Hon

ey L

otion Ni

vea

Revlo

n

Do n

ot R

ecall

Oth

ers

DK/N

R

Question: During last week can you recall one ‘Body Lotion’ advertisement on TV or Newspaper or Billboards that you remember?

Care 5

Ponds 5

Olivia 4

Bride 2

Body Cool 1

Touch Me 1

Lux 1Vaseline 1

Honey Lotion 1

Johnson’s 1

Care Honey Lotion 1

Nivea 1

Revlon 1

Do not Recall 64

Others 4

DK/NR 8



AD Recall:AD Recall: Body Lotion Body Lotion

AD Recall: Body Lotion



5% 5% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1%

61%

4%8%

0%

10%

20%

30%

40%

50%

60%

70%

Care

Pond

s

Dove

Oliv

ia

Care

Hon

eyLo

tion

Body

Coo

l

Nive

a

Revl

on

Hone

yLo

tion

Touc

h m

e

John

son’

s

Lux

Vase

line

Do n

ot u

seBo

dy L

otio

n

Oth

ers

DK/N

R

Question: Which ‘Body Lotion’ brand do you use the most?

Care 5

Ponds 5

Dove 3

Olivia 3

Care Honey Lotion 2

Body Cool 2

Nivea 2Revlon 1

Honey Lotion 1

Touch me 1

Johnson’s 1

Lux 1

Vaseline 1

Do not use Body lotion 61

Others 4

DK/NR 8



Brand Usage:Brand Usage: Body Lotion Body Lotion

Brand Usage: Body Lotion



Results of Brand Referendum 2011: Results of Brand Referendum 2011: Body LotionBody Lotion• Brand Recall8% of the sample population said Care was the first brand they thought of when hearing the word ‘Body Lotion’, whereas a total of 6% percent thought of Ponds. • Ad RecallAdvertisements of Care and Ponds were recalled most by the respondents at 5% each followed by Olivia at 4%.• Brand UsageAccording to the survey, Care and Ponds is used most by 5% of the sample population each. Dove and Olivia stand second at 3% each.• Overall Leader: CareEven though most of the people surveyed thought of Care first, it shares first place with Ponds for ‘Brand whose Advertisements were recalled the most’, as well as ‘Most-Commonly used Beauty Product’.


Section 2Section 2

Food Items


Tea

23% 23%21%

5% 5%3% 2% 2% 2% 1% 1%

3% 4% 5%

0%

5%

10%

15%

20%

25%

Supr

eme

Tapa

l

Lipt

on

A-O

ne

Keny

a

Ope

n Te

a

Deer

Tettl

y

Pear

l Dus

t

Mez

ban

Vita

l

Nil/D

o no

t Rec

all

Oth

ers

DK/N

R

Question: When you listen to the name ‘Tea’ which brand comes to your mind first?

Supreme 23

Tapal 23

Lipton 21

A-One 5

Kenya 5

Open Tea 3

Deer 2Tettly

Pearl Dust 2

Mezban 1

Vital 1

Nil / Do not Recall 3

Others 4

DK/NR 5



Brand Recall:Brand Recall: Tea Tea

Brand Recall: TEA



17%17%17%

3% 3% 2% 2% 1% 1% 1% 1% 1%

26%

2%6%

0%

5%

10%

15%

20%

25%

30%

Sup

rem

e

Tapa

l

Lipt

on

A-O

ne

Ken

ya

Tett

ly

Dee

r

Mez

ban

Teez

Dam

Pea

rl D

ust

Ope

n Te

a

Vita

l

Nil

/ Do

not R

ecal

l

Oth

ers

DK

/ N

R

Question: During last week can you recall one ‘Tea’ advertisement on TV or Newspaper or Billboards that you remember?

Supreme 17

Tapal 17

Lipton 17

A-One 3

Kenya 3

Tettly 2

Deer 2Mezban 1

Teez Dam 1

Pearl Dust 1

Open Tea 1

Vital 1


Others 2

DK / NR 6



AD Recall:AD Recall: Tea Tea

AD Recall: TEA



24%21%

15%

7%4% 3% 2% 2% 2% 2% 2% 1% 1%

4% 3%

10%

0%

5%

10%

15%

20%

25%

30%

Tapa

l

Supr

eme

Lipt

on

Ope

n Te

a

Ken

ya

A-O

ne

Pear

l Dus

t

Dee

r

Tett

ly

Mez

ban

K-2

Vita

l

Teez

Dam

Nil

/ Do

not u

se

Oth

ers

DK

/ N

R

Question: Which ‘Tea’ brand do you use the most?

Tapal 24

Supreme 21

Lipton 15

Open Tea 7

Kenya 4

A-One 3

Pearl Dust 2Deer 2

Tettly 2

Mezban 2

K-2 2

Vital 1

Teez Dam 1

Nil / Do not use 4

Others 3

DK / NR 10



Brand Usage:Brand Usage: Tea Tea

Brand Usage: TEA



Results of Brand Referendum 2011: Results of Brand Referendum 2011: TeaTea• Brand RecallSupreme and Tapal were the top-most thought of brands, at 23% each with Lipton at a total of 21%.• Ad RecallRespondents were able to recall advertisements for three brands the most, namely Supreme, Tapal and Lipton, all three of which were 17% each. • Brand UsageTapal is being used by 24% of the people questioned, followed by Supreme (21%) and Lipton (15%)• Overall Leader: TapalTapal was the top brand for this category, though sharing first place with Supreme for ‘brand that was recalled the most’, and with Supreme as well as Lipton for ‘brand whose advertisements were recalled the most’.



Cooking Oil

14%

10%12%

7%5% 5%

4% 4%3% 3% 3%

1% 1% 1%

4%

10%

14%

0%2%4%6%8%

10%12%14%16%

Dald

a

Sufi

Habi

b

Kash

mir

Pakw

an

Kisa

n

Tulo

Mee

zan

Shan

Sham

a

Ope

n O

il

Soya

Sup

rem

e

Utili

ty

Darja

Aw

al

Nil /

Do

not R

ecal

l

Oth

ers

DK /

NR

Question: When you listen to the name ‘Cooking Oil’ which brand comes to your mind first?

Dalda 14

Sufi 10

Habib 12

Kashmir 7

Pakwan 5

Kisan 5

Tulo 4Meezan 4

Shan 3

Shama 3

Open Oil 3

Soya Supreme 1

Utility 1

Darja Awal 1


Others 10

DK / NR 14



Brand Recall:Brand Recall: Cooking Oil Cooking Oil

Brand Recall: Cooking Oil



11%10%

7%5%

4%3% 3% 3%

2% 2%1% 1% 1% 1%

16%

6%

21%

0%

5%

10%

15%

20%

25%

Dalda

Habib

Kisan

Sufi

Kash

mir

Meez

an

Pakw

an Tulo

Soya

Sup

reme

Sham

a

Zaiqa

Darja

Awa

l

Utilit

y

Sunflow

er

Nil /

Do

not Re

call

Othe

rs

DK/N

R

Question: During last week can you recall one ‘Cooking Oil’ advertisement on TV or Newspaper or Billboards that you remember?

Dalda 11

Habib 10

Kisan 7

Sufi 5

Kashmir 4

Meezan 3

Pakwan 3Tulo 3

Soya Supreme 2

Shama 2

Zaiqa 1

Darja Awal 1

Utility 1

Sunflower 1


Others 6

DK / NR 21



AD Recall:AD Recall: Cooking Oil Cooking Oil

AD Recall: Cooking Oil



11%

8%6%

9%

5% 5% 5%3% 3% 3%

2% 2%1% 1% 1%

6%

11%

17%

0%2%4%6%8%

10%12%14%16%18%

Dal

da

Sufi

Ope

n O

il

Hab

ib

Pakw

an

Kis

an

Kas

hmir

Mee

zan

Shan

Tulo

Sham

a

Dar

ja A

wal

Soya

Sup

rem

e

Util

ity

Kha

joor

Nil

/ Do

not u

se

Oth

ers

DK

/NR

Question: Which ‘Cooking Oil’ brand do you use the most?

Dalda 11

Sufi 8

Open Oil 6

Habib 9

Pakwan 5

Kisan 5

Kashmir 5Meezan 3

Shan 3

Tulo 3

Shama 2

Darja Awal 2

Soya Supreme 1

Utility 1

Khajoor 1

Nil / Do not use 6

Others 11

DK/NR 17



Brand Usage:Brand Usage: Cooking Oil Cooking Oil

Brand Usage: Cooking Oil



Results of Brand Referendum 2011: Results of Brand Referendum 2011: Cooking OilCooking Oil• Brand RecallWhile discussing Cooking Oil brands, it is reported that 14% people thought of Dalda first with Habib at 12% and Sufi at 10% respectively. • Ad Recall11% of the population questioned managed to recall Dalda’s advertisements first. Next in line were those of Habib (10%) and Kisan (7%).• Brand Usage11% of the people use Dalda the most, followed by Habib (9%) and Sufi (8%).• Overall Leader: DaldaDalda remains on the top for this category.



Milk

22%

15%13%

11% 11%

4%

1%

6% 5%

11%

0%

5%

10%

15%

20%

25%

Fres

h M

ilk

Tara

ng

Olpe

rs

Hale

eb

Nest

le M

ilkPa

ck Nido

Ever

yday

Nil/D

o no

tRe

call

Othe

rs

DK/N

R

Question: When you listen to the name ‘Milk’ which brand comes to your mind first?

Fresh Milk 22

Tarang 15

Olpers 13

Haleeb 11

Nestle Milk Pack 11

Nido 4

Everyday 1

Nil / Do not Recall 6Others 5

DK/NR 11



Brand Recall:Brand Recall: Milk Milk

Brand Recall: Milk



18%

10% 10% 9%

4% 4%1%

32%

7% 6%

0%

5%

10%

15%

20%

25%

30%

35%

Tara

ng

Olp

ers

Hal

eeb

Nes

tle M

ilkP

ack

Eve

ryda

y

Nid

o

Tea

Max

Nil/

Do

not

Rec

all

Oth

ers

DK

/NR

Question: During last week can you recall one ‘Milk’ advertisement on TV or Newspaper or Billboards that you remember?

Tarang 18

Olpers 10

Haleeb 10

Nestle Milk Pack 9Everyday 4

Nido 4Tea Max 1

Nil/Do not Recall 32

Others 7

DK/NR 6



AD Recall:AD Recall: Milk Milk

AD Recall: Milk



31%

10% 10% 10%8%

2% 2% 1%

21%

1%4%

0%5%

10%15%20%25%

30%35%

Fres

hM

ilk

Hal

eeb

Olp

ers

Tara

ng

Nes

tleM

ilk P

ack

Nid

o

Ever

yday

Tea

Max

Nil/

Do

not

know

Oth

ers

DK

/NR

Question: Which ‘Milk’ brand do you use the most?

Fresh Milk 31

Haleeb 10

Olpers 10

Tarang 10

Nestle Milk Pack 8

Nido 2

Everyday 2Tea Max 1

Nil / Do not know 21

Others 1

DK/NR 4



Brand Usage:Brand Usage: Milk Milk

Brand Usage: Milk



Results of Brand Referendum 2011: Results of Brand Referendum 2011: MilkMilk• Brand RecallFresh Milk was thought of by 22% of the respondents followed by 15% for Tarang and 13% for Olpers respectively.• Ad RecallAdvertisements for Tarang were recalled the most, at a percentage of 18, with Olpers and Haleeb both at 10% each.• Brand UsageFresh milk is reported to have been used by 31% of the sample population succeeded by three brands at 10% each, namely Haleeb, Olpers and Tarang.• Overall Leader: Fresh MilkFresh milk is reported to have been recalled and used the most by the sample population, whereas advertisements for Tarang were recalled the most.


Section 2dSection 2d

Biscuit

28%

10%8%

6% 5% 4% 4% 4% 4% 3% 2% 1% 1% 1% 1%

8%

4%7%

0%

5%

10%

15%

20%

25%

30%

Soop

er Rio

Bak

ery

Gal

a

Zeer

a Pl

us Tuc

Pean

ut P

ick

50/5

0

Prin

ce

Can

dy

Tige

r

Fres

h B

iscu

its

Glu

co

Mar

ie

But

ter P

uff

Nil /

Do

not R

ecal

l

Oth

ers

DK

/NR

Question: When you hear the name ‘Biscuit’ which brand comes to your mind first?

Sooper 28

Rio 10

Bakery 8

Gala 6

Zeera Plus 5

Tuc 4

Peanut Pick 450/50 4

Prince 4

Candy 3

Tiger 2

Fresh Biscuits 1

Gluco 1

Marie 1

Butter Puff 1


Others 4

DK /NR 7


Brands Referendum 2011 Section 2d

Brand Recall:Brand Recall: Biscuit Biscuit

Brand Recall: Biscuit



Question: During the last week can you name one ‘Biscuit’ advertisement on TV or Newspaper or Billboards that you remember?

Sooper 19

Rio 9

Bakery 6

Tuc 6

Gala 5

Zeera Plus 4

Peanut Pick 3Prince 2

Lemon 2

Tiger 1

Candy 1

Cafy 1


Others 4

DK/NR 6



19%

9%6% 6% 5% 4% 3% 2% 2% 1% 1% 1%

31%

4%6%

0%

5%

10%

15%

20%

25%

30%

35%

So

ope

r

Rio

Bak

ery

Tu

c

Gala

Zee

ra P

lus

Pea

nut P

ick

Pri

nc

e

Lem

on

Tig

er

Cand

y

Cafy

Nil

/ Do n

ot R

ec

all

Oth

ers

DK

/NR

AD Recall:AD Recall: Biscuit Biscuit

AD Recall: Biscuit



27%

9%7% 6%6%5% 4% 3% 2%2% 1%1%1% 1%

16%

5%4%

0%

5%

10%

15%

20%

25%

30%

So

op

er

Ba

ke

ry

Ga

la

Rio

Tu

c

Zee

ra P

lus

Pea

nu

t P

ick

Pri

nce u

Tig

er

Fre

sh B

iscu

its

Part

y

Mari

e

50/5

0

Nil

/ Do

not

ea

t

Oth

ers

DK

/NR

Question: Which ‘Biscuit’ brand do you use the most?

Sooper 27

Bakery 9

Gala 7

Rio 6

Tuc 6

Zeera Plus 5

Peanut Pick 4Prince 3

Candy 2

Tiger 2

Fresh Biscuits 1

Party 1

Marie 1

50/50 1

Nil / Do not eat 16

Others 5

DK/NR 4



Brand Usage:Brand Usage: Biscuit Biscuit

Brand Usage: Biscuit



Results of Brand Referendum 2011: Results of Brand Referendum 2011: BiscuitBiscuit• Brand RecallWhen hearing the word ‘biscuit’, Sooper is the first brand that comes to mind according to 28% of the respondents succeeded by Rio at 10% and Bakery at 8% respectively.• Ad RecallSooper advertisements (19%) were recalled the most followed by Rio at 9%, and Bakery and Tuc at 6% each. • Brand UsageSooper biscuits (27%) are most commonly consumed, followed by Bakery (9%) and Gala (7%). • Overall Leader: SooperSooper is the one brand that was recalled the most, and used the most by households.


Section 2eSection 2e

Ice cream

29%

10% 8%

2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1%

24%

2%

11%

0%5%

10%15%20%25%30%35%

Wal

ls

Yum

my

O’m

ore

Choc

Bar

Wal

ls B

adam

i

Loca

l Ice

crea

m Kulfa

Polk

a

Corn

etto

Gour

met Iglo

Choc

olat

e Ic

e Cr

eam

Tutty

Fru

ity

Boom

Nil /

Do n

ot R

ecal

l any

bra

nd

Othe

rs

DK/N

R

Question: When you hear the name ‘Ice cream’ which brand comes to your mind first?

Walls 29

Yummy 10

O’more 8

Choc Bar 2

Walls Badami 2

Local Ice cream 2

Kulfa 2Polka 2

Cornetto 1

Gourmet 1

Iglo 1

Chocolate Ice Cream 1

Tutty Fruity 1

Boom 1

Nil / Do not Recall any brand 24

Others 2

DK/NR 11


Brands Referendum 2011 Section 2e

Brand Recall:Brand Recall: Ice Cream Ice Cream

Brand Recall: Ice Cream



22%

9%7%

4% 3% 2% 1%

11%

1% 1%

42%

2%7%

0%5%

10%15%20%25%30%35%40%45%

Wal

ls

O’m

ore

Yu

mm

y

Ch

oc

Bar

Bad

ami

Ku

lfa

Co

rnet

to

Bo

om

Lo

cal I

ce c

ream

Tu

tty

Fru

ity

Nil

/ Do

no

t R

ecal

l on

ly

Oth

ers

DK

/NR

Question: During the last week can you name one ‘Ice cream’ advertisement on TV or Newspaper or Billboards that you remember?

Walls 22

O’more 9

Yummy 7

Choc Bar 4

Badami 3

Kulfa 2

Cornetto 1Boom 11

Local Ice cream 1

Tutty Fruity 1

Nil / Do not Recall only 42

Others 2

DK/NR 7



Ad Recall:Ad Recall: Ice Cream Ice Cream

Ad Recall: Ice Cream



26%

6% 4% 4% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1%

46%

3% 7%

0%5%

10%15%20%25%30%35%40%45%50%

Wall

s

O’mo

re

Loca

l Ice c

ream

Yumm

y

Bada

mi

Choc

Bar

Kulfa

Polka

Gour

met

Corn

etto

Tutty

Fruit

y Iglo

Choc

olate

Ice cr

eam Bo

om

Any t

hing

Nil /

Do no

t eat

Othe

rs

DK/N

R

Question: Which ‘Ice cream’ brand do you use the most?

Walls 26

O’more 6

Local Ice cream 4

Yummy 4

Badami 2

Choc Bar 2

Kulfa 2Polka 1

Gourmet 1

Cornetto 1

Tutty Fruity 1

Iglo 1

Chocolate Ice cream 1

Boom 1

Any thing 1

Nil / Do not eat 46

Others 3

DK/NR 7



Brand Usage:Brand Usage: Ice Cream Ice Cream

Brand Usage: Ice Cream



Results of Brand Referendum 2011: Results of Brand Referendum 2011: Ice CreamIce Cream• Brand Recall

Walls ice-cream came to mind first for 29% percent of the people questioned, followed by Yummy (10%) and O’more (8%).• Ad Recall Walls advertisements were recalled the most according to 22% of the sample population, next in line being O’more at 9% and Yummy at 7% respectively. • Brand Usage Walls ice-cream comes first yet again, as the most-commonly

consumed brand, standing at 26% followed by the local ice-cream (6%).• Overall Leader: WallsWalls ice-cream tops the brand list for Ice-cream for all three questions pertaining to the category.


Section 3Section 3

Home Appliances


Refrigerator

32%

16% 15%

4% 2% 2% 4% 5%1% 1% 0%

18%

1%

10%

0%5%

10%15%20%25%30%35%

Daw

lanc

e

PEL

Wav

es

Sing

er LG

Hai

er

Phili

ps

Nat

iona

l

Orie

nt

Supe

rA

sia

Tosh

iba

Nil

/ Do

not R

ecal

l

Oth

ers

DK

/NR

Question: When you hear the name ‘Refrigerator’ which brand comes to your mind first?

Dawlance 28

PEL 11

Waves 12

Singer 4

LG 2

Haier 4

Philips 3National 2

Orient 1

Super Asia 1

Toshiba 2


Others 1

DK/NR 10



Brand Recall:Brand Recall: Refrigerator Refrigerator

Brand Recall: RefrigeratorRefrigerator



26%

10% 12%

4% 3% 2% 2% 2% 2% 4%

30%

2% 3%

0%5%

10%15%20%25%30%35%

Daw

lanc

e

PEL

Wav

es

Hai

er

Phili

ps LG

Orie

nt

Nat

iona

l

Supe

rA

sia

Sing

er

Nil

/ Do

not e

at

Oth

ers

DK

/NR

Question: During the last week can you name one ‘Refrigerator’ advertisement on TV or Newspaper or Billboards that you remember?

Dawlance 26

PEL 10

Waves 12

Haier 4

Philips 3

LG 2Orient 2

National 2

Super Asia 2

Singer 4

Nil / Do not eat 30

Others 2

DK/NR 3



Ad Recall:Ad Recall: Refrigerator Refrigerator

Ad Recall: RefrigeratorRefrigerator



28%

11% 12%

4% 3% 2% 1% 2% 2% 1%4%

26%

1% 2%0%5%

10%15%20%25%30%

Daw

lanc

e

PEL

Wav

es

Hai

er

Phili

ps LG

Orie

nt

Nat

iona

l

Tosh

iba

Supe

r Asi

a

Sing

er

Nil

/ Do

not h

ave

Ref

riger

ator

Oth

ers

DK

/NR

Question: Which ‘Refrigerator’ brand do you use the most?

Dawlance 28

PEL 11

Waves 12

Haier 4

Philips 3

LG 2Orient 1

National 2

Toshiba 2

Super Asia 1

Singer 4

Nil / Do not have Refrigerator 26

Others 1

DK/NR 2



Brand Usage:Brand Usage: Refrigerator Refrigerator

Brand Usage: RefrigeratorRefrigerator



Results of Brand Referendum 2011: Results of Brand Referendum 2011: RefrigeratorRefrigerator• Brand Recall

When the word refrigerator was brought up, 28% of the people questioned thought of Dawlance whereas 12% thought of Waves followed by PEL at 11%.• Ad Recall Dawlance’s advertisements were most widely recalled, at a total of 26%, second in line being Waves at 12% respectively. • Brand Usage Further, Dawlance also happens to the brand most used by the sample population followed by Waves and PEL, at 28%, 12% and 11% each. • Overall Leader: Dawlance Dawlance has managed to score highest percentages in all three

questions asked, with no major competitors.



AC

9% 10% 11% 11%

4% 3%5%

2% 3%1% 2% 1% 1% 1%

22%

1%

13%

0%

5%

10%

15%

20%

25%

LG PEL

Daw

lanc

e

Haie

r

Sup

erAs

ia

Wav

es

Gen

eral

Ori

ent

Nat

iona

l

Mits

ubis

hi

Phi

lips

Sab

ro

Sin

ger

Ken

woo

d

Nil

/ Do

not R

ead

Oth

ers

DK/N

R

Question: When you hear the name ‘AC’ which brand comes to your mind first?

LG 9

PEL 10

Dawlance 11

Haier 11

Super Asia 4

Waves 3

General 5Orient 2

National 3

Mitsubishi 1

Philips 2

Sabro 1

Singer 1

Kenwood 1

Nil / Do not Read 22

Others 1

DK/NR 13



Brand Recall:Brand Recall: AC AC

Brand Recall: ACAC



5%8% 7%

11%

3% 3% 3% 3% 2% 1%4%

0% 0%

41%

3%6%

0%5%

10%15%20%25%30%35%40%45%

LG PEL

Daw

lanc

e

Hai

er

Supe

rA

sia

Wav

es

Gen

eral

Orie

nt

Nat

iona

l

Mits

ubis

hi

Phili

ps

Sabr

o

Sam

sung

Nil

/ Do

not

Rec

all

Oth

ers

DK

/NR

Question: During the last week can you name one ‘AC’ advertisement on TV or Newspaper or Billboards that you remember?

LG 5

PEL 8

Dawlance 7

Haier 11

Super Asia 3Waves 3

General 3Orient 3

National 2

Mitsubishi 1

Philips 4

Sabro 0

Samsung 0


Others 3

DK/NR 6



Ad Recall:Ad Recall: AC AC

Ad Recall: ACAC



6% 5%2%

7%3% 4% 3% 1% 2% 1% 1%

41%

1%

23%

0%5%

10%15%20%25%30%35%40%45%

Daw

lanc

e

PEL

LG

Hai

er

Supe

r Asi

a

Wav

es

Gen

eral

Orie

nt

Phili

ps

Nat

iona

l

Tosh

iba Nil

Oth

ers

DK

/NR

Question: Which ‘AC’ brand do you use the most?Dawlance 6

PEL 5

LG 2

Haier 7

Super Asia 3

Waves 4

General 3

Orient 1Philips 2

National 1

Toshiba 1

Nil 41

Others 1

DK/NR 23



Brand Usage:Brand Usage: AC AC

Brand Usage: ACAC



Results of Brand Referendum 2011: Results of Brand Referendum 2011: ACAC• Brand Recall When the word AC was heard, 11% of people surveyed thought of Dawlance and Haier each, where 10% thought of PEL and 9% of LG.• Ad Recall 11% of respondents recalled seeing adverts of Haier the most, whereas it was 8% for PEL and 7% for Dawlance.• Brand Usage Haier is the most-commonly used Air Conditioner amongst 7% of the sample population, with Dawlance (6%) holding second place. • Overall Leader: Dawlance and Haier Dawlance and Haier were the top two brands that were thought of the most, and used the most, however people managed to recall advertisements of Haier more.



Washing Machine

22%

8% 8%

3%5%

2% 3% 2% 2% 1% 2% 2% 2% 1%

7%

1% 1%

8% 8%

16%

0%

5%

10%

15%

20%

25%

Supe

r Asia

Natio

nal

Dawlan

ce Asia

Haier LG

Boss

Ittefaq

Sing

er PEL

Waves

Philip

s

Indus

Tosh

iba

Crow

n

Youn

us

Zeen

at Nil

Othe

rs

DK/N

R

Question: When you hear the name ‘Washing Machine’ which brand comes to your mind first?

Super Asia 22National 8Dawlance 8Asia 3Haier 5LG 2Boss 3Ittefaq 2Singer 2PEL 1Waves 2Philips 2Indus 2Toshiba 1Crown 7Younus 1Zeenat 1Nil 8Others 8DK/NR 16



Brand Recall:Brand Recall: Washing Machine Washing Machine

Brand Recall: Washing MachineWashing Machine



14%

9%

2% 2%5%

3% 2% 2% 2% 1% 1% 1% 1% 1%

28%

4%

21%

0%

5%

10%

15%

20%

25%

30%

Supe

r Asi

a

Daw

lanc

e

Nat

iona

l

Asi

a

Hai

er

Ittef

aq LG

Bos

s

Wav

es PEL

Phili

ps

Rob

by

Tosh

iba

KSC N

il

Oth

ers

DK

/NR

Question: During the last week can you name one ‘Washing Machine’ advertisement on TV or Newspaper or Billboards that you remember?

Super Asia 14Dawlance 9National 2Asia 2Haier 5Ittefaq 3LG 2Boss 2Waves 2PEL 1Philips 1Robby 1Toshiba 1KSC 1Nil 28Others 4DK/NR 21



Ad Recall: Ad Recall: Washing MachineWashing Machine

Ad Recall: Washing MachineWashing Machine



Question: Which ‘Washing Machine’ brand do you use the most?

Super Asia 23National 7Dawlance 8Asia 3Boss 4Haier 4Ittefaq 2LG 2PEL 1Singer 2Indus 2Waves 2Local Steel Body 1Philips 1Younus 1Pak Asia 1Toshiba 1Nil 16Others 6DK/NR 11



23%

7% 8%

3% 4% 4%2% 2% 1% 2% 2% 2% 1% 1% 1% 1% 1%

16%

6%

11%

0%

5%

10%

15%

20%

25%

Supe

r Asi

a

Nat

iona

l

Daw

lanc

e

Asi

a

Bos

s

Hai

er

Ittef

aq LG PEL

Sing

er

Indu

s

Wav

es

Loca

l Ste

el B

ody

Phili

ps

Youn

us

Pak

Asi

a

Tosh

iba Nil

Oth

ers

DK

/NR

Brand Usage: Brand Usage: Washing MachineWashing Machine

Brand Usage: Washing MachineWashing Machine



Results of Brand Referendum 2011:Results of Brand Referendum 2011:Washing Machine• Brand Recall

22% of people have been reported to state Super Asia as the first brand that comes to mind when hearing the word, Washing Machine. National and Dawlance come second with a percentage of 8 each.• Ad Recall Super Asia’s adverts were most-commonly recalled followed by

Dawlance, corresponding to 14% and 9% respectively.• Brand Usage Super Asia is used the most among 23% of the sample population. Dawlance comes next with a total of 8%. • Overall Leader: Super Asia Super Asia holds first place in all three of the questions asked for this category.


Section 3dSection 3d

Air Cooler

10%

3% 2% 2%

6%

2% 2% 2% 1% 1% 1% 1%3%

1% 1% 1% 1% 1% 2% 1% 2%

23%

6%

25%

0%

5%

10%

15%

20%

25%

30%

Supe

r Asi

a

PEL

Daw

lanc

e LG

Nat

iona

l

Laho

ri C

oole

r

Del

l

Asi

a

Hai

er

Orie

nt

Sony

Gen

eral

Loca

l

KSC

Atla

s

Hita

chi

GFC

Wav

es

Roy

al

Sing

er

New

Asi

a Nil

Oth

ers

DK

/NR

Question: When you hear the name ‘Air Cooler’ which brand comes to your mind first?

Super Asia 10PEL 3Dawlance 2LG 2National 6Lahori Cooler 2Dell 2Asia 2Haier 1Orient 1Sony 1General 1Local 3KSC 1Atlas 1Hitachi 1GFC 1Waves 1Royal 2Singer 1New Asia 2Nil 23Others 6DK/NR 25



Brand Recall:Brand Recall: Air Cooler Air Cooler

Brand Recall: Air CoolerAir Cooler



4% 2% 2% 2% 1% 1%5%

1% 1% 1% 1% 2% 1%

40%

7%

28%

0%5%

10%15%20%25%30%35%40%45%

Supe

r Asi

a

Daw

lanc

e LG PEL

Del

l

Orie

nt

Nat

iona

l

Asi

a

Hai

er

GFC

Hita

chi

New

Asi

a

Loca

l

Nil

Oth

ers

DK

/NR

Question: During the last week can you name one ‘Air Cooler’ advertisement on TV or Newspaper or Billboards that you remember?

Super Asia 4Dawlance 2LG 2PEL 2Dell 1Orient 1National 5Asia 1Haier 1GFC 1Hitachi 1New Asia 2Local 1Nil 40Others 7DK/NR 28



Ad Recall: Ad Recall: Air CoolerAir Cooler

Ad Recall: Air CoolerAir Cooler



Question: Which ‘Air Cooler’ brand do you use the most?

Super Asia 7Dawlance 2LG 2Lahori Cooler 2Orient 2Dell 1National 5Local 2PEL 1Asia 1Royal 2Hitachi 1GFC 1New Asia 2Nil 37Others 6DK/NR 25



7%2% 2% 2% 2% 1%

5%2% 1% 1% 2% 1% 1% 2%

37%

6%

25%

0%5%

10%15%20%25%30%35%40%

Supe

r Asi

a

Daw

lanc

e LG

Laho

ri C

oole

r

Orie

nt

Del

l

Nat

iona

l

Loca

l

PEL

Asi

a

Roy

al

Hita

chi

GFC

New

Asi

a Nil

Oth

ers

DK

/NR

Brand Usage: Brand Usage: Air CoolerAir Cooler

Brand Usage: Air CoolerAir Cooler



Results of Brand Referendum 2011: Results of Brand Referendum 2011: Air Cooler• Brand Recall Super Asia’s air coolers were the first to be thought of among a total of 10% sample population, with no significant competitor.• Ad Recall 5% of the people surveyed recalled seeing National’s adverts the most, whereas the figure was 4% for Super Asia.• Brand Usage Super Asia is widely used amongst 7% of the population followed by National at 5%. • Overall Leader: Super Asia’s air coolers Super Asia’s air coolers are widely used and recalled by people the most, however as far as advertisements are concerned, National’s air coolers are more famous.


Section 4Section 4

Vehicles



Car

14%

11%

5%

11%

8%6%

2%

5%

2% 1% 1% 1% 1%

14%

4%

14%

0%2%4%6%8%

10%12%14%16%

Suzu

ki

Toyo

ta

Cor

olla

Hon

da

Meh

ran

Cul

tus

Alto 2D

Bal

eno

Hon

daC

ity

Cor

e

Mer

cede

s

Hon

dai

Nil

Oth

ers

DK

/NR

Question: When you hear the name ‘Car’ which brand comes to your mind first?

Suzuki 14Toyota 11Corolla 5Honda 11Mehran 8Cultus 6Alto 22D 5Baleno 2Honda City 1Core 1Mercedes 1Hondai 1Nil 14Others 4DK/NR 14



Brand Recall:Brand Recall: Car Car

Brand Recall: CarCar



14%11%

5%

12%

8%6%

2%5%

2% 1% 1% 1%

14%

4%

14%

0%2%4%6%8%

10%12%14%16%

Suzu

ki

Toyo

ta

Cor

olla

Hon

da

Meh

ran

Cul

tus

Alto 2D

Bal

eno

Hon

dai

Cor

e

Mer

cede

s Nil

Oth

ers

DK

/NR

Question: During the last week can you name one ‘Car’ advertisement on TV or Newspaper or Billboards that you remember?

Suzuki 14Toyota 11Corolla 5Honda 12Mehran 8

Cultus 6Alto 22D 5Baleno 2Hondai 1Core 1Mercedes 1Nil 14Others 4DK/NR 14



Ad Recall: Ad Recall: CarCar

Ad Recall: CarCar



14%

11%

5%

12%

8%6%

2%

5%

2%1%

14%

6%

14%

0%2%4%6%8%

10%12%14%16%

Suzu

ki

Toyo

ta

Cor

olla

Hon

da

Meh

ran

Cul

tus

Alto 2D

Bal

eno

Hon

dai

Nil

Oth

ers

DK

/NR

Question: Which ‘Car’ brand do you use the most?

Suzuki 14Toyota 11Corolla 5Honda 12Mehran 8Cultus 6Alto 22D 5Baleno 2Hondai 1Nil 14Others 6DK/NR 14



Brand Usage: Brand Usage: CarCar

Brand Usage: CarCar



Results of Brand Referendum 2011: Results of Brand Referendum 2011: Car• Brand Recall The brand, Suzuki, came to mind when the word ‘car’ was heard, for a total of 14 percent, succeeded by Toyota and Honda at 11% each.• Ad Recall 14% of respondents recalled seeing adverts of Suzuki the most,

whereas 12% voted for Honda and 11% for Toyota.• Brand Usage Suzuki cars are used most by a total of 14% of the people surveyed, whereas it was 12% for Honda and 11% for Toyota respectively. • Overall Leader: Suzuki cars Suzuki cars are being recalled and used the most out of all the car brands available in Pakistan.



Motor Cycle

37%

11%7%5%

2% 1% 1% 1% 3% 1%2% 1% 1% 2% 1% 2% 2%1%8%

2%

10%

0%5%

10%15%20%25%30%35%40%

Hon

da

CD

70

Yam

aha

Uni

que

Supe

r

Kaw

asak

i

Met

ro

Suzu

ki

Her

o

Vesp

a

Star

Supe

r

Rav

i

Dho

om

Pak

Her

o

Zim

co

Gha

ni

Cro

wn Nil

Oth

ers

DK

/NR

Question: When you hear the name ‘Motor Cycle’ which brand comes to your mind first?

Honda 37CD70 11Yamaha 7Unique 5Super Star 2Kawasaki 1Metro 1Suzuki 1Hero 3Vespa 1Star 2Super Power 1Ravi 1Dhoom 2Pak Hero 1Zimco 2Ghani 2Crown Yafan 1Nil 8Others 2DK/NR 10



Brand Recall:Brand Recall: Motor Cycle

Brand Recall: Motor CycleMotor Cycle



5%5%5%2%1%1%2%2%2%2%1%1%1%2%1%1%

26%

1%

18%22%

0%5%

10%15%20%25%30%

Hon

da

CD

70

Yam

aha

Uni

que

Supe

r Sta

r

Kaw

asak

i

Suzu

ki

Her

o

Vesp

a

Star

Supe

r Pow

er

Rav

i

Dho

om

Pak

Her

o

Zim

co

Safa

ri

Cro

wn

Yafa

n Nil

Oth

ers

DK

/NR

Question: During the last week can you name one ‘Motor Cycle’ advertisement on TV or Newspaper or Billboards that you remember?

Honda 22CD70 5Yamaha 5Unique 5Super Star 2Kawasaki 1Suzuki 1Hero 2Vespa 2Star 2Super Power 2Ravi 1Dhoom 1Pak Hero 1Zimco 2Safari 1Crown Yafan 1Nil 26Others 1DK/NR 18



Ad Recall: Ad Recall: Motor Cycle

Ad Recall: Motor CycleMotor Cycle



26%

9%

4% 4%2% 1% 1% 1% 2% 1% 2% 1% 2% 1% 2%

24%

3%

14%

0%

5%

10%

15%

20%

25%

30%

Hon

da

CD

70

Yam

aha

Uni

que

Sup

erS

tar

Kaw

asak

i

Met

ro

Suz

uki

Her

o

Ves

pa

Sta

r

Rav

i

Dho

om

Pak

Her

o

Zim

co Nil

Oth

ers

DK

/NR

Question: Which ‘Motor Cycle’ brand do you use the most?

Honda 26CD70 9Yamaha 4Unique 4Super Star 2Kawasaki 1Metro 1Suzuki 1Hero 2Vespa 1Star 2Ravi 1Dhoom 2Pak Hero 1Zimco 2Nil 24Others 3DK/NR 14



Brand Usage: Brand Usage: Motor Cycle

Brand Usage: Motor CycleMotor Cycle



Results of Brand Referendum 2011:Results of Brand Referendum 2011:Motor Vehicle• Brand Recall

When hearing the word ‘Motor Cycle’, 37% of the population thought of Honda, whereas 11% thought of CD70.• Ad Recall Honda adverts were recalled most by 22% of the people, followed by Yamaha, CD70 and Unique all at 5% each.• Brand Usage Honda also happens to be the most-commonly consumed motor vehicle for 26% of the people surveyed, with CD70 holding 9% respectively. • Overall Leader: Honda’s Motor Vehicles Honda’s motor vehicles seemed to be most famous amongst the

sample population, that too with no major competitor brand worth mentioning.


Section 5Section 5

Mobile Phones


Mobile Phone Hand Set

66%

5% 4% 2% 3% 1% 1% 1% 5% 4%9%

0%10%20%30%40%50%60%70%

Nok

ia

Sam

sung

Q M

obile

LG

Chi

na

Sony

Eric

sson

U P

hone

N-K

Tel Nil

Oth

ers

DK

/NR

Question: When you hear the name ‘Mobile Phone Hand Set’ which brand comes to your mind first?

Nokia 66Samsung 5Q Mobile 4LG 2China 3Sony Ericsson 1U Phone 1N-K Tel 1Nil 5Others 4DK/NR 9



Brand Recall:Brand Recall: Mobile Phone Hand Set Mobile Phone Hand Set

Brand Recall: Mobile Phone Hand SetMobile Phone Hand Set



39%

10%7%

3% 3% 2% 2% 1% 1%

18%

1%4%

10%

0%5%

10%15%20%25%30%35%40%45%

Nok

ia

Q M

obile

Sam

sung LG

Siem

ens

U P

hone

Chi

na

Zong

Set

Sony

Eric

sson N

il

Oth

ers DK

NR

Question: During the last week can you name one ‘Mobile Phone Hand Set’ advertisement on TV or Newspaper or Billboards that you remember?

Nokia 39Q Mobile 10Samsung 7LG 3Siemens 3U Phone 2China 2Zong Set 1Sony Ericsson 1Nil 18Others 1DK 4NR 10



Ad Recall: Ad Recall: Mobile Phone Hand SetMobile Phone Hand Set

Ad Recall: Mobile Phone Hand SetMobile Phone Hand Set



54%

5% 4% 3% 3% 1% 1% 1%

14%

1%

13%

0%

10%

20%

30%

40%

50%

60%

Nok

ia

Sam

sung LG

Q M

obile

Chi

na

Sie

men

s

N-K

Tel

U P

hone Nil

Oth

ers

DK

/NR

Question: Which ‘Mobile Phone Hand Set’ brand do you use the most?


Nokia 54Samsung 5LG 4Q Mobile 3China 3Siemens 1N-K Tel 1U Phone 1Nil 14Others 1DK/NR 13


Brand Usage: Brand Usage: Mobile Phone Hand SetMobile Phone Hand Set

Brand Usage: Mobile Phone Hand SetMobile Phone Hand Set



Results of Brand Referendum 2011:Results of Brand Referendum 2011:Mobile Phone Hand Set• Brand Recall

Nokia got highest number of votes for brand recalled the most, at a 66%.• Ad Recall Nokia’s advertisements were also recalled the most by the people questioned at (39%).• Brand Usage Nokia yet again, stands no competition as ‘brand used the most’ at 54%. • Overall Leader: Nokia The survey suggests that Nokia has managed to attract more than half of the market.



Mobile Operator

12% 13%3% 4% 5% 3% 3% 1% 4%

51%

0%10%20%30%40%50%60%

Jazz

Ufon

e

Noki

a

Zong

Tele

nor

War

id

Sam

sung LF Ni

l

DK/N

R

Question: When you hear the name ‘Mobile Operator’ which brand comes to your mind first?

Jazz 12Ufone 13Nokia 3Zong 4Telenor 5Warid 3Samsung 3LF 1Nil 4DK/NR 51



Brand Recall:Brand Recall: Mobile Operator Mobile Operator

Brand Recall: Mobile OperatorMobile Operator



12% 8% 6% 2% 3% 4% 2% 3%8%

52%

0%

10%

20%

30%

40%

50%

60%

Ufon

e

Jazz

Zong

Noki

a

Tele

nor

War

id

Sam

sung LG Ni

l

DK/N

R

Question: During the last week can you name one ‘Mobile Operator’ advertisement on TV or Newspaper or Billboards that you remember?

Ufone 12Jazz 8Zong 6Nokia 2Telenor 3Warid 4Samsung 2LG 3Nil 8DK/NR 52



Ad Recall: Ad Recall: Mobile OperatorMobile Operator

Ad Recall: Mobile OperatorMobile Operator



12% 13%4% 3% 3% 3% 2% 1%

9%

51%

0%

10%

20%

30%

40%

50%

60%

Jazz

Ufo

ne

Zong

Nok

ia

Tele

nor

War

id

Sam

sung LG N

il

DK

/NR

Question: Which ‘Mobile Operator’ brand do you use the most?

Jazz 12Ufone 13Zong 4Nokia 3Telenor 3Warid 3Samsung 2LG 1Nil 9DK/NR 51



Brand Usage: Brand Usage: Mobile OperatorMobile Operator

Brand Usage: Mobile OperatorMobile Operator



Results of Brand Referendum 2011:Results of Brand Referendum 2011:Mobile Operator• Brand Recall

Ufone (13%) with Jazz (12%) have been recalled the most by the Pakistani public.• Ad Recall Ufone’s advertisements were recalled the most by the respondents.(12%)• Brand Usage Ufone (13%) and Jazz (12%) are being used the most by the people who were questioned. • Overall Leader: Ufone Ufone stands first in all three of the categories for Mobile Operator.


Section 7Section 7

DEMOGRAPHICS

RESEARCH DESIGNRESEARCH DESIGN• Face to face, in-home interviews• Sample size (N=2697)• The data represent a cross section of adult population of different parts of Rural and Urban Pakistan.

• The Sample was selected through a scientific process and represents both men and women in rural and urban areas of all 4 Provinces of the country. The error margin for a sample for this size is approximately +3% at 95 percent confidence level.

• The field work was carried out face to face in June, 12-13, 2011. Disclaimer:

The material in this Report is provided for informational purposes only. It does not constitute a recommendation and should not be relied upon as corporate advice. Data presented in this report offers no guaranty of success or failure for any of the corporate entities talked in the report.

Gallup Pakistan shall not be under any liability for loss or damage of any kind whatsoever arising as a result of any opinion, advice, recommendation, representation or information expressly or impliedly contained in this Report notwithstanding any negligence, default, or lack of care by it or that such loss or damage was

foreseeable. Gallup Pakistan makes no representations or warranties, either express or implied, as to the accuracy of the information in these pages or its fitness for any purpose whatsoever. Whilst every effort has been taken to ensure the accuracy of the information in these pages, their content is naturally subject to change. In no event will Gallup Pakistan or its employees be held liable for any direct, indirect, special incidental or consequential damages arising out of the use of the information held in this Report.

Unless otherwise explicitly stated, all information is copyright Gallup Pakistan, irrespective of whether a copyright symbol and statement is present. All trademarks are acknowledged. Gallup Pakistan asserts its moral rights to the information held on its systems.

For more details on Methodology, please contact Gallup PakistanContact details:Ms. Tanya LoneEmail: [email protected]



About UsEstablished in 1980, Gallup Pakistan draws upon its rich experience of over 25 years and continues to bring innovation and technology to business opinion and socio-economic research. We offer a unique combination of business acumen and technical know-how, which helps our Clients translate customer perceptions into effective business strategy. By transforming large amounts of data into insightful reports and analysis, we help our Clients better understand their professional needs and requirements.Gallup Pakistan is the country's most respected opinion and socio economic research organization and is widely quoted in national and international media. Being an affiliate of Gallup International we have close collaboration with Gallup associates all around the globe and enjoy the benefit of drawing upon an international pool of knowledge.Successful marketing relies upon the marketer's ability to translate customer needs and demands into an effective business plan that targets the right audience, and reflects their wants and desires. Gallup Pakistan is an expert in business research. Through its insightful Marketing and Information Consultancy in the area of Business Research, it delivers valuable knowledge to its enterprising Clients, which forms an integral part of their Marketing plans.



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GALLUP PAKISTAN BRANDS REFERENDUM 2011Gallup Pakistan undertook the project, Brands Referendum 2011,...

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