The FINANCIAL — Company “Terra Media” is continuing research of the cell phone operator market. This article is devoted to media activity in 2010 Q1 of Geocell, Magti and Beeline.
The study is based on 7 TV channels, 30 magazines and newspapers, and the results of the monitoring of 12 news agencies.
The results of media activity show that the companies in the past 3 months highlighted the increasing frequency of references. The most active brands are Geocell and Beeline.
The results of the research show that the company “Beeline” is increasing activity. Compared with January, in March the company had increased activity by 56%.
Geocell occupies second place on the information activity and the coefficient of growth of the company amounted to 27%.
Regarding “Magti”, the growth rate in the period under review increased by 6%. We must note that the company Magti was active for 3 months and therefore the percentages’ informational activity was the lowest.
It is very important to consider the activity of the brands via the media. By this direction all three brands operate on the market differently.
Media results showed that in the television field Geocell is the most active and the frequency of mentions in the media is 121, Magti – 18, and Beeline – 11.
According to the frequency of mentions, Beeline took first place. Mentions of this company – 31 units, followed by Geocell with 23 units, and Magti with a frequency of 21 units.
According to the results of monitoring information agencies, Beeline is leader – the frequency of mentions of this company is 18 units, followed by Magti with 10 units, and then Geocell – 8 units.
Despite negative information against cell phone companies’ tariffs, companies are actively trying to cover the negative messages. We suppose that this explains the increase in the frequency of references, which are carriers of positive messages.
The media has paid much attention to PR companies. In March this year, much attention was focused on the Beeline campaign – Green Saturday.
In addition, the media widely publicized the Brands Award, where Geocell became winner of golden and platinum awards.
In addition to the above, the media coverage of these companies raised a different theme. Themes are various, which indicates the successful PR campaigns.
Confirming the activity of PR services – is the frequency of references to the names of their managers. In March this year, the most active person was Teona Bagdavadze (16), followed by Tatuli Gviniashvili (14) and Irma Tskitishvili (11).
During the mentioned period, noticeable activity distinguished Director General of Beeline – Andrey Piatakhin.
With informational activity the promotional activity of the company is very important. Results of periodic monitoring of the company Terra Media showed that these brands are distinguished by high activity in comparison with other areas.
In February the total number of exit ads of companies increased by 46% and in March, in comparison to February, by 8%. In contrast to the total, the percentage distribution coefficient of advertising growth of individual brands is quite another.
It is worth noting that advertising activity of Magti fell by 15% in March and the presence of ads on television channel Rustavi2 and Imedi was composed of 600 units.
The increasing ads activity of Geocell and Beeline is significant. The amount of ads of Beeline increased by 52% in February and by 40% in March.
In terms of Geocell, the percentage growth rate was composed of 58% in February and 5% in March.
The results of media research show that the activity of mobile operators is very high. Studies conducted by Terra Media showed that the number of users is growing.
Despite the recent situation in Georgia, this market is showing a rising trend. Before the crisis, the most active areas were the banking and construction industries. At the moment this post is replaced by cell phone operator companies. The activity of real estate companies at the moment is zero. As in the latest issue of The FINANCIAL, analyst of Terra Media Temur Tsitsilashvili said that in March this year, only two bank brands were notable for their high activity, Bank of Georgia and TBC Bank.
It is evident that the company Beeline is approaching a level of unprecedented activity for the company’s history. As mentioned above, Beeline is the leader among the other brands of media and information agencies. Company Geocell has not changed traditions and remains stable in the leadership in the television sphere compared with other competitors. Magti is also active, but the latest information shows that the brand is behind in the field of media. Although this company was a leader in January-February, in March it takes third place in the informative sphere and second place in ads activity.
Analyst,
Terra Media Executive Director
Givi Khachapuridze
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