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.
Last installment on the top brands in the Philippines based on the survey done by Nielsen…
Top shopping mall brands. SM is a local giant in the shopping mall category with over 40 branches nationwide. In recent years, the company continues to expand by building new malls in the provincial areas.
1. SM Malls
2. Robinsons
3. Metro Malls (Market Market, Gaisano)
4= CSI Malls
4= Fitmart Mall
Top car brands. Ownership of cars is still skewed to the affluent segment and brand heritage is a primary consideration on preference.
1. Toyota
2. Honda
3. Mitsubishi
4. Nissan
5= Mercedes-Benz
5= BMW
5= Ford
5= Kia
5= Ferrari
Top gas station brands. The petroleum category is still dominated by the big three players Petron, Shell and Caltex.
1. Petron
2. Shell
3. Caltex
4. Total
5. Flying V
6= Phoenix
6= Sea Oil
6= Uni Oil
Top mobile phone brands. Nokia is the leading handset brand with its complete portfolio of handset models.
1. Nokia
2. Samsung
3. Sony Ericson
4= Cherry Mobile
4= Blackberry
4= Motorola
4= LG
Top motorcycle brands. Motorcycles have become a popular alternative transportation in recent years after a series of oil price hikes. Honda is the most favorite brand due to heritage. In terms of operation, Honda cars and motorcycles are operating separately.
1. Honda
2. Yamaha
3. Kawasaki
4. Suzuki
Top internet service provider brands. Sister companies Smart and PLDT are the top favorite internet service providers. Smart is more positioned towards wireless connection via SmartBro while PLDT is for the cabled connection. Globe, a brand that offers both wired and wireless internet connection, came in at number three.
1. Smart
2. PLDT
3. Globe
4= Bayantel
4= Sun
5. Sky
Top computer brands. The computers category has no dominant brand due to availability of many brands and models. Also prevalent is the purchase of 'unbranded' units which are assembled in the PC stores. This allows buyers to customize the specs depending on budget.
1. Acer
2. Apple
3= Toshiba
3= HP
3= Dell
4= Asus
4= Samsung
Top pain reliever brands. Alaxan is the most favorite pain reliever brand in the market as it is positioned to cure different body pains. Its sister brand, Biogesic, is more known to treat headaches, fever and flu. Both brands are manufactured by local pharmaceutical giant United Laboratories (Unilab).
1. Alaxan
2. Biogesic
3= Dolfenal
3= Mefenamic Acid
4= Medicol
4= Efficascent Oil
Top vitamin brands. Enervon is a local multi-vitamin brand, also made by Unilab.
1. Enervon
2. Centrum
3. Revicon
4. Ceelin
5. Clusivol
6. Myra E
7. Fern-C
8. Cecon
Top household appliance brands. Sony holds the top position in the home appliances segment due to its heritage. However, its high price deters some consumers (lower class). This segment often resorts to more affordable brands.
1. Sony
2. Sharp
3. Samsung
4. Panasonic
5. Standard
6. LG
7= Sanyo
7= GE
Top bank/ financial institution brands. This category is dominated by local banks. BDO, owned by mall giant SM, is the first to introduce longer banking hours and is open during weekends for mall-based branches.
1. BDO
2. Metrobank
3. BPI
4. PNB
5. Landbank of the Philippines (LBP)
6. RCBC
7= Allied Bank
7= China Bank
7= Rural Real State Roxas
7= One Network
Top TV network brands. Network ratings is a see-saw battle between ABS-CBN and GMA. GMA is stronger in Metro-Manila and Luzon while ABS-CBN has a stronger viewership in VISMIN, partly due to having a better territorial coverage than GMA.
1. ABS-CBN
2. GMA7
3. TV5
4. GMA News TV/ QTV
5. HBO
6. ANC (ABS-CBN News Channel)
7. Star Movies
8. Studio 23
Top radio station brands. FM stations are dominating the radio segment with Love Radio, followed by IFM 93.9 and MOR. Programming formats from these stations are generally geared towards the masses.
1. Love Radio (MBC 90.7)
2. IFM 93.9 (RMN)
3. MOR For Life (ABS-CBN 101.9)
4= DZMM (ABS-CBN 630KHz)
4= Yes FM (MBC 101.1MHz)
4= DZRH (MBC 666KHz)
5= Bombo Radyo Star FM (102.7 MHz)
5= DZBB (GMA 594KHz)
5= Barangay LS 97.1 (GMA)
5= Radyo Mo Nationwide
Methodology
Sample size n=1000 (projected to the population of covered areas 32,679,403)
Coverage Urban areas in five regions, including MMA, North Central Luzon, South Luzon, Visayas, and Mindanao
Age range 18-69 years old
Income class ABCDE
Gender Male/ Female
Data collection methodology Face-to-face Interviews in randomly selected urban areas
Respondents were asked the question Which one brand of [product category] would you say is your favorite brand? It may or may not be the brand you use or buy most often.
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