P1252428241NYtqj - PowerPoint PPT Presentation

Title: P1252428241NYtqj


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The image of Kenya in Poland Agnieszka Sora GfK
Polonia Sp. z o.o.
G r o w t h f r o m K n o w l e d g e
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Topics
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• GfK Group A Short Overview

A
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GfK Group At A Glance
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More than 120 affiliates, in more than 50
countries on five continents
Network
5
Steady Growth Over GfKs History
Sales in EUR million
Full-time employees
595
5,066
559
4,879
4,750
506
2,773
2,329
244
160
1991
1996
20011
1991
1996
2001
2002
2002
2003
2003
1 Figures as of 2001 according to US GAAP,
figures before 2001 according to HGB
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GfK Among The Global Players 2003
VNU, NL
2,694
-7.5
1
1,211
13.3
IMS Health, USA
2
Taylor Nelson Sofres, UK
1,162
30.1
3
WPP Information Consultancy,
1,016
5.9
4
UK
5
Ipsos, FR
570
5.8
6
548
3.0
Information Resources, USA
7
Aegis Group, UK
316
8.0
8
Westat, USA
308
9
3.0
United Business Media, UK
294
-4.3
10
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Five Complementary GfK Areas
Retail Technology Retail panel based marketing
information for manufacturers and
retailers in consumer technology
industries
Consumer Tracking Consumer and retail panel
based Business Information Solutions for
manufacturers and retailers for consumer
packaged goods and service companies
Custom Research Interview and test
market based support information
for new product development and brand
management across a wide range of industries
HealthCare Information services supporting
global successful new product development and
healthcare marketing research, brand research,
communication effective-ness, loyalty as well as
measuring market shares on products in the
veterinary and dental industry
Media In interview and panel based audience and
readership measurement and consumer response
testing for TV, print, radio and Internet
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m
GfK Group Our Corporate Values
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GfK Custom Research Industry Experience
Automotive
Clothing/Fashion
Durables
Utilities(Energy/Water)
Finance
Travel/Tourism
Our IndustryExpertise
FMCG
Transportation/Logisitics
Healthcare
Industrial Goods/ Services
IT/Telecoms
Social/Public
Retail
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• GfK Polonia

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History of GfK Polonia

• Fessel GfK Austria - our mother company with
  100 shares
• 1990 founding of GfK Polonia
• 1992 - set up of Retail Audit
• 1993 - set up of Household Panel
• PRESENTLY
• 119 full time employees
• 800 interviewers - nation wide network
• 22 regional coordinators
• 30 consultants, advisers
• main office - Warsaw
• own CATI studio 60 stations
• own two studios for FGI with one way mirror in
  Warsaw, one in Poznan
• own CAPI equipment 250 pieces

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Turnover growth GfK Polonia
In tsd. PLN
In the market research agencies ranking in
Poland GfK Polonia takes 3rd place as regards
generated turnovers
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Employment growth
Number of the full-time employees
15
1991
21
1992
33
1993
43
1994
47
1995
60
1996
67
1997
73
1998
80
1999
90
2000
100
2001
100
2002
116
2003
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International Tools For Marketing Support
GfK Ad Hoc A Unique Approach
GfK NAVIGATOR

GfK CONCEPT CHALLENGER
GfK BUILDER
GfK C.C. VOLUMETRICS

GfK Euro-Socio-Styles
GfK TARGET POSITIONING

GfK GENIUS
GfK ATTRIBUTOR

Market Segmentation and Identification of Market
Opportunities - Strategic U A
Brand Positioning
Concept Screening And Evaluation
Concept Generation/ Building

GfK PRODUCT CHALLENGER
Product Engineering
GfK OPTIMIZER
Packaging
GfK PACK CHALLENGER
Pricing
Market Test (Sales Forecast) Marketing Mix-Optim.
Measurement Performance
Pre Test of Advertising



GfK ATS /
GfK PRICE CHALLENGER
GfK TESI
GfK DIGIBASE


GfK BEHAVIOR-SCAN
GfK BASS
GfK ADVANTAGE


Plus
GfK ADCREATOR
GfK LOYALTY
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• The image of Kenya in Poland

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Specification
SUBJECT The image of Kenya in
Poland FIELDWORK 21-26.01.2005   POPULATION
Polish population aged 15 and over   INTERVIEW
REGION Poland nationwide   INTERVIEW
METHOD Capibus survey (face-to-face)   SAMPLING
METHOD Stratified Multistage Clustered Random
Sampling ADDRESS SOURCE Electronic Vital
Statistical List (PESEL)   NO. OF
INTERVIEW N1020   WEIGHTING According to
Sociodemographic Features   TABLE
BASE N1000   QUESTIONNAIRE Developed by
GfK-Polonia in cooperation with the
client RESEARCH MANAGEMENT
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Number of people planning a tourist trip abroad
within the next 2 yearsN 1000, people aged
15, responses in
More often are planning people Aged 15-19
33() Aged 20-29 27() Form 3-4 persons
in HH 22() Having Secondary school
degree 25() With University degree
37() Young, single, students 35() Young,
single, working 30() Director/freelancer/owner
32() White collars 39() town sized
50.000-199.999 inh. 26() Town over 500.000
inh. 32() From South region 21() Single
(marital status) 26() Having 2000-2999 PLN of
HH monthly income 23() Having 3000 PLN and more
of HH monthly income 31()
N 176
The majority of Poles (78) does not plan any
trip abroad within the next 2 years. Younger
people, with higher education, of higher income
are planning such a trip more often.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Continents considered while planning a tourist
trip People who are planning to go on a tourist
trip abroad within 2 years N 167, responses in
The vast majority of those who plan a trip, is
going to choose Europe. Africa was considered
only by 5 of respondents (8 people).
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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African country which respondents would like to
visit People who are planning to go on a trip to
Africa N 8, responses in
When talking about African countries, only Egypt
and Tunisia were mentioned. Nobody mentioned
Kenya.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Associations with Kenya (1) N 1000, responses
in
Kenya does not belong to the well known
countries. Every third respondent associate
it correctly with African country. Other
statements received low answers (below 15). One
out of 8 people could not say anything about
Kenya.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Associations with Kenya (2) N 1000, responses
in
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Assessment of Kenya tourist attractiveness N
1000, responses in , scale 1 definitely
attractive, 5 definitely unattractive
Kenya was assessed by over 50 of respondents as
an attractive country for tourism however 22 of
people could not express their view. Only 14 had
negative comments.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Why do you consider Kenya an attractive country
for tourists? (1) People who consider Kenya an
attractive country for tourists (code 1 and 2) N
525, responses in
People who considered Kenya an attractive country
for tourists mentioned exotic culture, natural
environment, warm climate, beautiful landscape.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Why do consider Kenya an attractive country for
tourists? (2) People who consider Kenya an
attractive country for tourists (code 1 and 2) N
525, responses in

Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Why do consider Kenya an unattractive country for
tourists? (1) People who consider Kenya an
unattractive country for tourists (code 4 and
5) N 144, responses in
Almost 1/3 of respondents (28) considered Kenya
as unattractive country due to the poverty and
hunger, for 23 warm climate can not be
accepted, one out of 10 Mentioned far distance
and unstable political situation.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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Why do consider Kenya an unattractive country for
tourists? (2) People who consider Kenya an
unattractive country for tourists (code 4 and
5) N 1000, responses in
Financial reasons and tropical diseases were not
mentioned very often.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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The 3 major reasons why Poles rarely go on a trip
to such distant countries like Kenya? N 1000,
responses in
All Poles were asked to answer this question and
it appeared, then even those who do not know
anything about Kenya (no image/associations)
spontaneously pointed out financial reasons
(89), fear of tropical disease (44) and far
distance (30) as the main reasons for not
visiting Kenya.
Source GfK Polonia, Omnibus, representative
sample N 1000, people aged 15, January 2005
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More information GfK Polonia Sp. z o.o.
Phone 0048 22 43 41 000 Agnieszka Sora Ul.
Smulikowskiego 4 Fax 0048 22 43 41
010 Managing Director 00-389 Warsaw e-mail
firma_at_gfk.pl Instytut Badania Opinii
Internet http//www.gfk.pl
Thank you for your attention!