The FINANCIAL — According to the media monitoring data presented by Marketing Center “Terra Media” activity of Wissol and Socar during February-July 2010 is 73%. The average frequency of being mentioned is divided into the following way:
Wissol – 38%; Socar – 35%. Luck Oil has average activity (13%) and Rompetrol – 12%. 1,1% of the media activity have Eko Georgia and Senta.
In the quantitative section Wissol’s frequency of being mentioned comprises 336 units; Socar – 303 units; Luck Oil -114; and Rompetrol – 102. Although Santa and Eko Georgia are quite well-known Brands, their frequency does not go higher than 10 units.
In the period under review the highest level of activity for Oil Companies is May and July. In March the highest indicator of activity was recorded and the average level was 200 units, in July frequency of being mentioned increased in comparison with June by 55 units and in the whole equaled 170 units.
After review of the general data it is important to analyze activity of the companies. The research results show that Wissol and Socar still have leading positions. As is was mentioned above, the most active month was May and the leader of being mentioned was company Wissol. But we must notice that during last month of the period under review Socar had senior position. The trend of Luck Oil’s and Rompetrol’s frequency of being mentioned is really interesting. General index of Rompetrol’s activity has tendency to go down, and after decreasing tendency in February-April Luck Oil becomes active and holds the stable third position.
It is important to discuss Media activity according to highlight. The main purpose of companies’ activity in media is Brand’s particular position.. First of all, positive information determines society’s loyal attitude towards companies. Accordingly, negative messages spread in Media put Brands at risk and decreases their chances to become trustworthy business subject for society oriented on quality.
negative information in Media is low, especially during the last months. The frequency of positive messages could be said to be stable and regular. In difference with quantitative frequency, in the positive message’s quantitative index Luck Oil and Wissol hold first position and have 10 positive messages each, next comes Socar.
According to the analyze we may consider that Oil Companies on Georgian market try to supply Media with positive information and overload the frequency of negative information, for that may cause negative attitude from society and decrease of sales as a result.
Hence, for all business companies it is important to analyze Media Monitoring data regularly, as it forms company’s positive image in the society and increases loyalty.
Analyst,
Executive Director of Marketing Center “Terra Media”
Givi Khachapuridze
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