Objective:
To conduct research on the perception of the Ulybka Radugi brand (Top of mind)
About project:
In 2020, the team of the Communication agency 4D was tasked with conducting research on the perception of the Ulybka Radugi brand (Top of mind rate).
Ulybka Radugi is a large federal company of self-care and home care stores. The company operates in the drogery format and is the largest in the North-West and the Volga region and the second largest drogery stores chain in Russia. More than 850 stores with a total retail area of more than 100,000 sq.m. operate under the Ulybka Radugi brand in more than 20 regions of Russia.
The main objectives of the research were:
- To evaluate the popularity of the Ulybka Radugi stores and customer loyalty (willingness to make purchases);
- To measure the current perception of the relevance of the key slogan of the campaign: ‘It's convenient when everything is nearby to the current perception of the brand’;
- Get a current assessment of the brand's competitive advantages that the promotion campaign is based on.
The geography of the project:
- Saint-Petersburg;
- Leningrad region;
- Petrozavodsk;
- Moscow;
- Moscow region;
- Ufa.
The research involved 1,200 respondents.
The results showed that the Ulybka Radugi stores occupies a leading position in terms of popularity among stores for self-care and home care.
The highest level of brand awareness is in St Petersburg, the Leningrad Region and Petrozavodsk.
According to the imposed popularity Ulybka Radugi leads among competitors – more than 30% of respondents have made purchases in this network in the last three months.
Half of the respondents are sure that the slogan: ‘It's convenient when everything is nearby corresponds to the Ulybka Radugi stores. Most of all, residents of Petrozavodsk, Leningrad Region and St. Petersburg are sure of this.
Consumers highly appreciate the fast service convenient location price-quality ratio promotions and gifts in the Ulybka Radugi.
