OPTICOM INTERNATIONAL RESEARCH TODAY ANNOUNCED THE RESULTS FROM THE BRAND EQUITY STUDY WHERE THE STRONGEST WOODFREE COATED WEB BRANDS IN WESTERN EUROPE ARE IDENTIFIED AND EVALUATED.

Posted on October 23, 2008 by Opticom

Opticom International Research today announced the results from the Brand Equity study where the strongest woodfree coated web brands in Western Europe are identified and evaluated.

The survey has been made among close to 150 web heatset printers in Western Europe (Belgium, France, Germany, Italy, the Netherlands, the UK and Spain.) The findings not only show the strongest woodfree coated web brands in Western Europe but also what actually makes the web printers buy a certain brand. The result allows for comparison between brands as far as perceived brand performance is concerned and also shows how loyal the web printers are to the various web brands and what factors that could actually make them switch.


In total 26 different woodfree coated web brands have been tracked: Allegro, Furioso, LumiPress, Royal Roto, Arctic, Galerie Art, Maxigloss,-satin, -silk, Royal Web, BVS, Galerie Fine, Mega, Royal Xpress, BRO, Garda, Novatech, Tecno, Condat Gloss/Silk, G-Press, Pavarotti, UPM Finesse, Condat Matt Périgord, G-Print, Presto, Creator, Ikono, R4/R4, Chorus.

The 2008 Brand Equity Index ranking list according to web heatset printers in Western Europe looks as follows:


Rank 2008 (Rank 2007): Brand – Brand owner
1. (1) UPM Finesse – UPM
2. (2) Royal – Sappi
3. (3) Lumi – Stora Enso
4. (4) R4/R4 Chorus – Burgo
5. (5) Condat – Condat/Lecta
6. (6) Galerie – M-real
7. (BACK) Creator – Torraspapel/Lecta
8. (7) Allegro – M-real


To access the full news release click here.


For more information, or ordering of the study, please contact Emma Grundström at +46 8 50 3090 00 or emma(at)opticom.se.

 

OPTICOM INTERNATIONAL RESEARCH TODAY ANNOUNCED THE RESULTS FROM THE STUDY EVALUATING “THE TOP SUPPLIERS OF WOODFREE COATED SHEETS” IN WESTERN EUROPE

Posted on October 1, 2008 by Opticom

Opticom International Research today announced the results from the study evaluating “The Top Suppliers of Woodfree Coated Sheets” in Western Europe.


The results are based on a comprehensive study with 1225 sheetfed printers in seven countries in Western Europe; Belgium, France, Germany, Italy, the Netherlands, the UK and Spain. The study is ranking the top suppliers based on how well they perform and fulfil the demands when it comes to service as well as other criteria that are crucial to sheetfed printers. The loyalty towards the suppliers has also been measured.


Similar to findings from the supplier part for Central & Eastern Europe, the woodfree coated sheet market is also in Western Europe mainly a merchant market. It is however a more well established market where paper producers have a stronger presence than in Central & Eastern Europe. Paper merchants included in this study are Antalis, Berberich, Burgo Distribuzione, Elliot Baxter, Igepa, Inapa, Malmenayde, PaperlinX, Papyrus, Sarriópapel and Torraspapel Distribucion. Paper producers included are Arctic Paper, ArjoWiggins, Burgo, Fedrigoni, Grycksbo, Lecta, M-real, Sappi, Scheufelen, Stora Enso and UPM.


The supplier index ranking according to sheetfed printers in Western Europe looks as follows (last year’s ranking within brackets):


Top Supplier in Western Europe according to sheetfed offset printers (Rank 2007):
1. PaperlinX (4)
2. Papyrus (2)
3. Igepa (1)
4. Burgo Distribuzione (new)
5. Inapa (3)
6. Antalis (5)


To access the full news release click here.


For more information, or ordering of the study, please contact Emma Grundström at +46 8 50 3090 00 or emma(at)opticom.se.

 

OPTICOM INTERNATIONAL RESEARCH TODAY ANNOUNCED THE RESULTS FROM THE EUROPEAN STUDY “THE BRAND EQUITY TRACKING SURVEY – WOODFREE COATED PAPER” WITH THE FINDINGS ABOUT WOODFREE COATED SHEET BRANDS IN WESTERN EUROPE

Posted on September 26, 2008 by Opticom

Opticom International Research today announced the results from the European study “The Brand Equity Tracking Survey – Woodfree Coated Paper” with the findings about woodfree coated sheet brands in Western Europe.


The study is ranking brands of woodfree coated sheets based on how known they are in the market, how well they meet customers’ expectations on a number of quality performance criteria as well as the loyalty towards them. The study also identifies buying behaviour and purchasing power trends. The results are based on interviews with 1225 professional paper buyers in the sheetfed printing segment in Western Europe.


In total 44 different woodfree coated sheet brands have been tracked: Allegro, Arctic, Black Label, BVS, Challenger, Chromomat, Claro, Condat Gloss/Silk, Condat Matt Périgord, Core, Creator, Daco, Essential, EuroArt Plus, Furioso, Galaxi, Galerie Art, Garda, Go, G-Print, HannoArt, Heaven 42, Hello, Ikono, LumiArt, -Silk, Luxo, Magno, Maine Gloss, Maxigloss, -satin, -silk, Mega, MultiArt, NopaCoat Prestige/Stratos, Novatech, Printover, Profi, R4/R4 Chorus, Regency, Satimat, Starline, Symbol, Tempo, Tom & Otto, TripleStar, UPM Finesse.


The 2008 Brand Equity Index ranking list according to sheetfed printers in Western Europe looks as follows:


Rank 2008 (Rank 2007): Brand – Brand owner
1. (1) Hello – PaperlinX
2. (2) Novatech – Antalis
3. (6) Magno – Sappi
4. (5) Maine Gloss – Arjo Wiggins
5. (8) Garda – Cartiere Garda/Lecta
6. (3) Satimat -Arjo Wiggins
7. (NEW) Claro – Antalis
8. (7) Creator – Torraspapel/Lecta
9. (9) BVS – Scheufelen
10. (16) Lumi – Stora Enso
11. (19) MultiArt – Papyrus
12. (4) Condat – Condat/Lecta
13. (13) Black Label – Antalis
14. (NEW) Mega – M-real
15. (10) Galaxi – Inapa
16. (11) Chromomat – Arjo Wiggins
17. (18) TripleStar – Sappi/Papyrus
18. (BACK) Tom & Otto – Antalis
19. (15) Maxi – Igepa
20. (17) R4/R4 Chorus – Burgo
21 (20) Condat Matt Périgord – Condat/Lecta
22. (12) Core – PaperlinX


To access the full news release click here.

For more information, or ordering of the study, please contact Emma Grundström at +46 8 50 3090 00 or emma(at)opticom.se.

 
 

THE RANKING LIST AND RESULTS FROM THE 2008 SURVEY “TOP SUPPLIERS OF WOODFREE COATED SHEETS” IN CENTRAL & EASTERN EUROPE WAS TODAY RELEASED BY OPTICOM INTERNATIONAL RESEARCH

Posted on September 19, 2008 by Opticom

The ranking list and results from the 2008 survey “Top Suppliers of Woodfree Coated Sheets” in Central & Eastern Europe was today released by Opticom International Research.


Sheetfed printers in C&EE are ranking the top suppliers based on how well they fulfil their demands when it comes to different supplier- and service- related criteria. The ranking is also a result of how loyal customers are towards the different suppliers. The supplier survey is, just like the actual brand study, based on close to 500 interviews with sheetfed printers in Austria, the Czech Republic, Hungary and Poland.


Due to the nature of sheetfed business (99% of all respondents have a paper merchant rather than a paper producer as their main supplier of woodfree coated sheets), the supplier part of this survey includes evaluation of paper merchants such as; Alfapapir, Antalis, Berberich, Cezex, Europapier, Gumiprint, Igepa, Inapa, PaperlinX and Papyrus, but also paper producers such as Burgo, M-real and UPM.


The Supplier Index ranking according to sheetfed printers in C&EE looks as follows (last year’s ranking within brackets):


Top Supplier in C&EE (Rank 2007):
1. Igepa (new)
2. Papyrus (4)
3. Europapier (1)
4. Antalis (5)
5. PaperlinX (2)


To access the full news release click here.

For more information, or ordering of the study, please contact Emma Grundström at +46 8 50 3090 00 or emma(at)opticom.se.

OPTICOM INTERNATIONAL RESEARCH TODAY PRESENTS THE RESULTS FROM THE SECOND INDEPENDENTLY CONDUCTED BRAND STUDY “THE BRAND EQUITY TRACKING SURVEY – WOODFREE COATED PAPER” IN CENTRAL & EASTERN EUROPE

Posted on September 15, 2008 by Opticom

Opticom International Research today presents the results from the second independently conducted brand study “The Brand Equity Tracking Survey – Woodfree coated paper” in Central & Eastern Europe.


The study is ranking brands of woodfree coated sheets based on how known they are in the market, how well they meet customers’ expectations on a number of quality performance criteria as well as the loyalty towards them. The study also identifies buying behaviour and purchasing power trends. The results are based on interviews with close to 500 sheetfed printers in Central & Eastern Europe. Four countries are covered in this edition of the Brand Tracking survey; Austria, the Czech Republic, Hungary and Poland.


In total 36 different woodfree coated sheet brands have been tracked: 2U, Allegro, Arctic, Bianca, Black Label, BVS, Claro, Condat Matt Périgord, Creator, EuroArt, Galerie Art, Garda, G-Print, HannoArt, Heaven 42, Hello, Ikono, LumiArt,-Silk, Luxo, Magno, Maxigloss,-satin,-silk, MediaPrint, Mega, MultiArt, Novatech, Polaris, Prelude, Presto, Profi, R4/R4 Chorus, SilverStar, Symbol, Tempo, Toccata, Tom & Otto, UPM Finesse.


Of the 36 brands tracked, eight of them qualified for Opticom’s Brand Equity Index (BEI). This Index consists of four different key drivers of brand equity: spontaneous brand awareness, top-of-mind awareness, brand performance and loyalty. The eight most valuable woodfree coated paper brands in Central & Eastern Europe according to Opticom’s Brand Equity Index (BEI) are:


Rank 2008 (Rank 2007): Brand – Brand owner
1(2). Claro – Antalis
2(1). Hello – PaperlinX
3(3). Garda – Cartiere Garda/Lecta
4(5). UPM Finesse – UPM
5(4). Novatech – Antalis
6(new). Profi – Igepa
7(7). Luxo – Papyrus
8(8). Black Label – Antalis


To access the full news release click here.

For more information, or ordering of the study, please contact Emma Grundström at +46 8 50 3090 00 or emma(at)opticom.se.

 

WOOD PRODUCTS MARKET FRAGMENTED – LOCALLY STRONG SUPPLIERS AND DISTRIBUTORS, BUT FEW WITH PAN-EUROPEAN PRESENCE

Posted on September 10, 2008 by Opticom

The leading suppliers and distributors of wood products are today announced by Opticom International Research on the basis of its “The Future of Wood Products – Market, Brands and Top Suppliers 2008” study.

The results are based on a comprehensive interview programme with 1 500 professional wood products buyers and distributors in Western Europe among key customer groups to the saw mill industry: Building & construction, Joinery & formwork, Furniture, Parquet, Packaging & pallets, Distributors & importers and DIY chains.


As can be noticed in the listing of the main suppliers of wood products presented in the news release, very few of the suppliers of wood products take a considerable market share. The supplier most frequently mentioned as main supplier of wood products is Saint-Gobain Building Distribution which has been mentioned by 4% of the professional wood products purchasers covered in the survey.


Please access the news release by clicking on the following link:
News Release – Top suppliers of wood products 2008


Should you have any questions, please do not hesitate to contact Mikael Selling at +46 (0)8 50 30 90 00 or by e-mail at mikael(at)opticom.se.

 

BRAND OWNERS ARE GAINING POWER IN THE CARTONBOARD PURCHASING PROCESS – CAN MILLS CONVINCE THEM OF THE VALUE CREATED BY THEIR BRAND OFFERING?

Posted on June 26, 2008 by Opticom

Opticom International Research today announces the results from the 3rd edition of the pan-European “Brand Equity Tracking Survey – Cartonboard for Consumer Packaging”.


This study is ranking brands of virgin fiber cartonboard on how well-known they are in the market, how well they meet customers’ expectations on a number of quality performance criteria as well as the loyalty towards them. The study further identifies buying behaviour and purchasing power trends. The results are based on interviews with more than 700 professional cartonboard buyers among both converters and brand owners from selected end-use segments in Western Europe.


Iggesund Paperboard is strengthening its position and its brands should be considered to be the two most valuable brands in Europe. Korsnäs continues to climb in the ranking list with Frövi and Stora Enso is both a winner and a looser with Neocart tumbling down while its corporate brand is rising. M-real is gaining with Simwhite/Simcote but is the biggest looser with Avanta falling out of the ranking list.


In contrast to the results for converters, it is harder to say who should be considered to be the strongest players among brand owners. Iggesund and Stora Enso do not take a lead that is as strong as among converters, whereas Korsnäs and M-real appear to have succeeded better in reaching out to this important customer group.


Please access the full news release by clicking on the following link:
News Release Top European Cartonboard Brands 2008


Should you have any questions, please don’t hesitate to contact Marijn van der Sluijs at +46 8 50 30 00 00 or by e-mail at marijn(at)opticom.se.

 

SOFTWOOD PRODUCERS ARE ALMOST UNKNOWN TO END-USERS IN EUROPE – ARE THE FREQUENT CRISES AMONG SAW MILLS SELF-INFLICTED?

Posted on June 12, 2008 by Opticom

Opticom International Research today announces the results from a new pan-European study evaluating “The Future of Wood Products – Market, Brands and Top Suppliers.


The results are based on a comprehensive interview programme with 1 500 professional wood products buyers and distributors in Western Europe among key customer groups to the saw mill industry: Building & construction, Joinery & formwork, Furniture, Parquet, Packaging & pallets, Distributors & importers and DIY chains.


“The saw mill industry, an important industry sector to many Northern European countries and often plagued by cyclical profitability, is according to findings in this Opticom study in a stage where tremendous opportunities can be found in order to improve long term profitability. Today the saw mills are stuck between the interests of middle-men and the end-users. In order to capitalise on the potential market opportunities the saw mill industry must change their business strategies and become more end-use driven” says Mikael Selling, Corporate Advisor & Partner at Opticom.


Please access the news release by clicking on the following link:
News Release – The Future of Wood Products 2008


Should you have any questions, please do not hesitate to contact Mikael Selling at +46 (0)8 50 30 90 00 or by e-mail at mikael(at)opticom.se.

 

OPTICOM PARTICIPATES IN EPHMRA 2008 CONFERENCE

Posted on June 11, 2008 by Opticom

Nina Persson, Business Area Manager for the Medical & Healthcare Division at Opticom will attend the EphMRA 2008 Conference, 25 – 27 June 2008, Barcelona, Spain, to share knowledge and expertise with leading Market Research and Marketing Practitioners within healthcare from across the world.

The EphMRA conference is renowned for providing a programme of distinguished calibre speakers delivering papers of high quality. The conference brings a mix of market research experts, corporate practitioners, and academics together to deliver great content. Presenters representing major pharmaceutical companies and agencies will offer best practices, techniques, and insights into challenges facing the pharmaceutical industry.

 

INCREASED CUSTOMER FOCUS NECESSARY FOR THE FOREST INDUSTRY!

Posted on May 26, 2008 by Opticom

The forest industry in Europe and in North America, now increasingly often described as an industry in crisis, has too one sided its focus on cost cutting and is not listening enough to its customers. This statement was made by Mikael Selling, Corporate Advisor and Partner of Opticom International Research in Stockholm, Sweden, when giving a speech at the annual global forest & paper industry conference arranged by PricewaterhouseCoopers in Vancouver on May 8th, where the main theme this year was “Challenging Times – Winning Strategies”.


Today’s competition within the forest industry is fierce and the profitability is well below satisfaction.

- It is a given that a lot of effort is needed to reduce costs, but that is not enough, said Mikael Selling. – Now is the time to also focus on the market and to put yourselves in your customer’s shoes, with the aim of understanding their situation and needs. This is necessary as the industry now is meeting its biggest challenges yet, Selling argues.


– By looking at your business through the eyes of your customers, and by having a good dialogue with them, you have a far better chance to improve your offerings and to find ways of differentiating yourself from your competitors. That way it is possible to strengthen your position as a supplier as well as improving your profitability and margins. This is without doubt a huge, unexplored potential and a fantastic opportunity for companies within the forest industry, says Mikael Selling, comparing the situation with that in the consumer goods industry where customer- and market focus is crucial in order to survive.


Even though the majority of the companies in the forest industry still are not practicing this way of working, there are examples of foresighted companies that do. Södra Cell International, one of the largest pulp suppliers in the world, was being mentioned by Mikael Selling as one of those companies. Since many years, Södra Cell is conducting systematic and regular in-depth interviews with their global customers, and its business strategy is partly being based on the findings from these interviews. – Södra Cell is a very good example of a company that is genuinely customer- and market oriented, said Mikael Selling.


– It was extremely interesting to be invited as one of the very few Europeans and give a speech at PwC’s conference this year, says Mikael Selling, who has more than 20 years experience of working with the global forest industry. This was the 21st yearly PwC conference, which also this year gathered more than 400 delegates from all over the world; mainly decision makers within the forest industry.


– Without a doubt, increased customer and market focus is a ”Winning and necessary strategy” for the forest industry, concluded Mikael Selling his speech in Vancouver.

 

TELL YOUR CUSTOMERS WHAT THEY NEED

Posted on July 1, 2005 by Opticom

Over the years, Opticom has conducted extensive research on buying behavior among customers in the pulp and paper industry. In particular, our Brand Equity surveys have demonstrated the complexity of the paper buying market and the consequently difficult task of segmenting the customers into distinct and easily manageable marketing categories. Further research has shown that in many cases “the customer” in the pulp and paper industry (not limited to paper) is perceived by the supplier as a somewhat omniscient and unpredictable element on which the supplier nevertheless seems to heavily rely for answers, ideas and suggestions concerning new products. This paradox creates a situation that ultimately distorts the positive meaning of customer focus as well as the original balance between the supplier and the customer.


In reality, customers’ product choices are the weighted sum of a number of perceived benefits and disadvantages of a given product at a given time. And, the supplier’s passive stance is the result of a lack of fundamental understanding of the reasons behind this weighting. This text presents a new theory on mapping and linking overall customer drivers to product function, potentially restoring the balance.


Usually, when trying to understand customer choice in this industry, three important facts are overlooked. Firstly, it is not enough to look at end users if you want to get to the root of end user choice patterns. Everything that happens on a particular level in the distribution channel, e.g., the producer level, happens as a consequence of, or will have a consequence on, something else on another level, e.g., the end user. In short, there are ripple effects going both ways. Secondly, all products with similar functions at each level in the channel must be accounted for when predicting customer choice. This is not limited to pulp and paper products since products from other industries must also be considered. For example, information technology might solve similar problems and fulfill similar needs. Thirdly, as we follow the distribution channel leading toward the end user, the availability of similar products increases while the specialist, or peak, knowledge of these products decreases. The closer we get to the final customer the more exposed to perceived equal alternatives the customer will be and the more information this customer will need on the benefits in his individual case of a specific product versus another, initially perceived equal, alternative. Lack of such information will increase the risk of perceived random choice, which will make meaningful market segmentation impossible.


Map needs and demands


How can we generate the kind of understanding needed to present the benefits of a certain product to the targeted user in the best possible way without asking those specific questions that the customer sometimes has problems answering and, in fact, would like the supplier to know? At the core of understanding lies a complete customer mapping in terms of needs and demands equalling drivers within a number of relevant areas not limited to the need for service, product quality, price etc. (the usual segmented suspects). In doing this, the combined drivers of the target customer will indicate desired functions of a current product/product to be, and not necessarily a specific product.


Questions to ask are: what should be the (positive) results of product use and/or what problem should the product solve given the combined customer drivers? Are there other products currently providing the same results/solving the same problems for that customer?


Based on the information derived it will be possible to:
1. Observe which drivers are currently being fulfilled by one and the same product — segmenting the market according to existing products and brands.
2. Observe how many of the drivers in a target group are currently being fulfilled by one and the same product — mapping of “best-in-class products”.
3. Estimate the possibility of creating a product that will fulfil more of the present drivers.
4. Calculate the possible market share of any given product given the knowledge of the relevant drivers.


Creating a win-win situation


With all the information about the relevant drivers being available and matched with the specific capabilities of the individual supplier, the possibility of creating something that comes close to a perfect match or win-win situation increases. Moreover the initiative will be supplier-driven.


Finally, to gather this information about the customer, an unorthodox view on actual marketing activity is needed. In the words of David Packard: “Marketing is far too important to be left to the marketing department.” Quite recently, this statement has materialized in the marketing theory Total Integrated Marketing as presented by Hulbert, Piercy and Capon. The theory states that marketing should be an activity comprising every department in a company, from finance to human resources, transforming this entire set of capabilities into a seamless system.


Ultimately, every point of contact with a brand is that brand to the customer and a possible source of information for the supplier. Make it count!


This article by Opticom’s project manager Camilla Wiwe was originally published by RISI in PPI Magazine, where it can be found in the archives at:
http://www.risiinfo.com/db_area/archive/ppi_mag/2005/07/viewpoint.html

 

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