South Korean tech giant Samsung Mobile Phones achieves a commendable feat of featuring in TRA’s Most Consumer-Focused Brands Report 2019 (CFB 2019), the third edition in the series. Laptop-maker Dell, Apple iPhone and LG (Televisions) secure 2nd, 3rd and 4th rank respectively. Of the top 100 Most Consumer-Focused Brands, 56 are of Indian and LIC, Tata Motors and Amul (Milk) lead the India list.
Commenting on the launch of the report N. Chandramouli, CEO, TRA Research, said "Consumers are speaking, and Samsung is listening. Focused on consumer-centric innovations, Samsung in the Mobile Phone Category has pushed the technology limits and set impeccable standards thus creating deeper, stronger and resilient consumer bonds."
Pond’s and Honda, at 5th and 6th ranks respectively, are first time entrants in the top 20 list. LIC slips one rank to occupy 7th followed by Sony Televisions at 8th. Tata Motors enters at the 9th rank, followed by Amul which is 10th Most Consumer-Focused Brand in India and also leads in the Milk Category.
The report lists 500 brands that represent the elite 7% brands out of 10,000 that have excelled by increasing their Buying Propensity® or keenness-to-be-bought over two successive years, as measured between October 2017 to March 2019.
"In the new age of brand building, the brands have to shift from being just ‘invested’ to ‘committed’ the brands which make it among the Most Consumer-Focused have crafted meaningful engagements with consumers. Of the 10,000 brands analyzed, only 717 brands increased their propensity to be bought, while the rest saw a falling propensity," added Chandramouli.
Among India's 500 Most Consumer-Focused Brands, there are total 34 Super-Categories and 191 Categories. The categories with the maximum brands are F&B and FMCG contributing to 18% and 16% of the total brands in the listings respectively. Some of the category leaders in the report are Aviva Life Insurance (All India Rank 32) from Private Life Insurance, DTDC (All India Rank 313) from Indian Express Services, Fogg (All India Rank 31) from Deo/Perfume, Kangaroo Kids (All India Rank 31) from Pre-School, Otto (All India Rank 61) from Menswear, Oyo Hotels and Homes (All India Rank 197) from Hotels and Tanishq (All India Rank 29) from Jewellery.