Mind Wars
This column is all about media as the battleground of the marketing world – a world constantly at war as each company pushes its brands in the name of service to the consumer, providing us with goods and services that our everyday lives depend on. Needless to say, political parties are also companies that push for their individual candidates as brands, promoting them and “selling” them to voters at election time. It is also about the marketing of media themselves – how individual media channels compete for our attention, and consequently become molders of our tastes and preferences.
We continue the list of top brands in the Philippines based on a study by Nielsen. Here are the “Also Rans” – the other top brands that emerged in the various categories covered by the survey.
Top energy drink brands. Asia Brewery’s Cobra is a local energy drink in returnable glass bottles and available in sari-sari stores. With this strategy, Cobra is very successful in expanding its consumer base.
1. Cobra (liquid)
2. Sting (liquid)
3= Extra Joss (powder)
3= Red Bull (liquid)
4. Lipovitan (liquid)
5= Lipovitan Ira (liquid)
5= Samurai (liquid)
Top carbonated soft drink brands. Coca-cola is the top brand, followed by RC Cola (RC is also owned by the Zesto group).
1. Coca-Cola
2. RC Cola
3= Pop Cola
3= Sprite
4. Pepsi
5= Royal
5= Sarsi
5= Mountain Dew
Top coffee brands. Established brand Nescafe has been dominating the coffee category for many years. As the majority of consumers have grown up with the brand, it has become the benchmark for the category. Originally a candy brand, and a fairly recent entry, Kopiko, has developed a loyal following rather quickly, displacing the older brands Blend 45 and Great Taste Coffee, which did not even figure in the survey.
1. Nescafe
2. Kopiko
3= Blend 45
3= San Mig Coffee
Top bottled water brands. Coca-Cola’s Wilkins mineral water is the top bottled water brand, followed by more affordable options Nature’s Spring and Absolute.
1. Wilkins
2. Nature's Spring
3. Absolute
4= Viva
4= Summit
5. Agua Vida
Top biscuit brands. The biscuits category is fragmented with manufacturing companies like Rebisco and Monde having more than one brand. The top brands are all local brands except for Voice.
1. Skyflakes
2. Rebisco Cracker Sandwich
3. Fita
4. Magic Flakes
5. Hansel (Rebisco)
6. Cream O
7= Voice Monde
7= Combi (Rebisco)
Top candy brands. Hard Candies is another product category with many brands. Topping the list are menthol candies.
1. Maxx
2. Snowbear
3. Halls
4= White Rabbit
4= Kopiko
4= Mentos
5= Storck
5= Ox
Top chocolate brands. Local brand Cloud 9 is the most favorite chocolates brand, manufactured by URC. The brand is affordable and comes in several flavors, making it popular among class DE homes. Topping the list in the premium segment is Kraft’s Toblerone.
1. Cloud 9
2. Toblerone
3. Hershey's
4. Choco Mucho
5= Goya
5= Kisses
5= Nips
6= Cadbury Dairy Milk
6= Kit Kat
6= Snickers
Top ice-cream brands. Selecta ice cream is known to pioneer innovations which catapulted it to market leadership. Manufactured by local company RFM Corporation, it is the first brand to introduce multiple flavors in one packaging. It also has a wide variety of flavors, segmented into affordable and premium selections.
1. Selecta
2. Nestle
3. Magnolia
4. Unbranded
5. Dairy Queen
Top cooking oil brands. The category is dominated by local brands.
1. Minola
2= Spring Cooking Oil
2= Unbranded
3. Golden Fiesta
4. Baguio
5. Bambi
Top laundry product brands. The top two brands are from FMCG giants Unilever and P&G. Champion is an emerging local brand offering lower priced detergent.
1. Surf
2. Tide
3. Champion
4. Ariel
5. Speed
6. Pride
Top air freshener brands. Usage of air fresheners is still limited as indicated by few respondents who declared a favorite brand. Emerging as the most favorite brand is Glade, having been in the air freshener market for a long time.
1. Glade
2. Ambi Pur
3. Pine
4= Lysol
4= Little Trees
4= Sheldan
4= Albatross
Top battery brands. The most popular battery brand is Energizer, well-known for its bunny mascot.
1. Energizer
2. Eveready
3. Ultra
4= Tiger
4= Triple A
Top quick service restaurant (QSR) brands. Jollibee is the dominant player in the QSR category. Best known for its 'Chicken Joy' bestseller, the brand is constantly introducing new products to its customers. Chowking, Greenwich and Mang Inasal are all sister companies of Jollibee.
1. Jollibee
2. McDonald's
3. Chowking
4. KFC
5. Mang Inasal
6= Max's
6= Greenwich
Top airline brands. PAL still emerged as the most favorite brand through its heritage. Following at number two is Cebu Pacific which offers affordable airfares and regular seat sale promos to select destinations. Both PAL are Cebu Pacific are locally owned. Third brand Air Philippines is also owned by the same owners as PAL.
1. Philippine Airlines (PAL)
2. Cebu Pacific
3. Air Philippines
4. Zest Air/ Asian Spirit
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