The brand awareness study targeted a Romanian chicken meat brand with a long tradition on the market, having their roots in the communist period.
In full rebranding process, the results helped the specialists we collaborate with, to understand Romanian’s preferences about chicken meat consumption, especially of the target brand.
With great reputation in the past, their brand still shows a latent recognition. This information has contributed significantly to making recommendations on possible rebranding strategies.
Research objectives
The main objective was measuring brand’s notoriety, before launching the rebranding concept. This notoriety study helped our client understand their brand positive and negative associations, and the opportunities that emerge from this associations.
The notoriety was analysed with brand recall closed and open questions, which helped to determine the success of the rebranding process. The study identified consumers buying habits of chicken meat, interactions with the brand, opinions about the brand, brand associations and NPS score.
About the NPS Score
NPS Score is one of the most utilized tools for measuring client’s loyalty for a brand. The NPS Score is measured using the following question:
How likely it is for you to recommend the product to a friend or colleague on a scale from 0 to 10?
Respondents that give scores between 0 and 6 are considered Detractors, people who under under no circumstances would consider to recommend the brand, product or service to others.
Respondents that give a 7 or 8 score on the scale are considered Passives: those persons that are content about the brand, but wouldn’t recommend it to others.
Respondents that give a 9 and a 10 score on the scale are considered Promoters, those consumers that are satisfied with the brand experience and will recommend it actively to others too.
Target market
- România
Methodology
- online survey
Website:
- http://full-design.ro
- http://fermele-crevedia.ro
Client testimonial
The collaboration with MKOR was a remarkable experience, from the very beginning we encountered promptitude, flexibility and professionalism, presented with a warm and friendly attitude. The collaboration was more than we wished for and it also increased our level of expectation for future collaborations. The experience summarized in two words: Underpromise – Overdeliver.
MKOR studies in the context of COVID-19
The COVID-19 epidemic impacts consumer behavior at unpredictable levels. In this context, MKOR consultants are constantly informed about the approaches recommended by the research community, in order to be able to include them in the predictions of consumer behavior.
MKOR also conducts its own research projects on the impact of the coronavirus epidemic, both in the general population and in business. You can download them for free from the section dedicated to our studies.
