Vegeta – the strongest domestic brand in the region

Recognized research agency VALICON published its latest data on positioning of brands in Croatia, along with the latest information on strongest brands in the region for the first six months of 2007.
Using PGM research (Product Group Manager) to measure the power of consumer goods brands in the region, including Croatia, Slovenia, Bosnia and Herzegovina, Serbia and Macedonia, the information was received on which brands retained and which lost their previous status in Croatian market, which brands have taken better positions compared to the first half of 2006 and the information on which is the strongest domestic consumer goods brand in the region. The power of the brand is marked by five basic indicators: recognizability, experience, consideration, choice and loyal application which are all scored individually.

The first two places in Croatia in 2007 belong to the same domestic brands, Zvijezda herbal oil as the leading brand in Croatia, and the second place still belongs to Podravka's Vegeta. Constant high ranking of Vegeta definitely shows its power and significance among consumers. Dorina chocolate marks a jump from 8th to 3rd place among the strongest brands in the region, pushing Coca Cola as the previous holder of 3rd place. Franck (classic coffee) is another domestic brand that marks growth from 9th to 4th place, taking over the previous position of Cedevita and moving it to the 6th place. Zvijezda mayo keeps its previous, 7th place. Ariel holds 8th place, marking jump from 10th to 8th place comparing to the same period last year. Gillete razors hold 9th place, marking significant drop from its previous 6th place to current 9th position of the general order. Orbit chewing gum holds 10th place, marking drop in this period from 5th place.

The present chart, the leading ten consumer goods is somewhat changed than it was in the same period last year.
The chart of the strongest ten brands in the first half of 2007 shows significant progress of some Croatian brands that have managed to push some recognized multinational brands to lower positions.

The order of consumer goods brands in the area of the region (Croatia, Slovenia, Bosnia and Herzegovina, Serbia and Macedonia) is insignificantly changed compared to the same period in 2006.
Vegeta is the strongest and most powerful domestic brand in the region and is positioned among world recognized brands. Milka is still the strongest brand, while Coca-Cola continues to hold second
place. Comparing to the first half 2006 Orbit chewing gum pushed from 4th place to 3rd. Lenor fabric softener holds 4th place, and Vegeta holds 5th place. Next to Vegeta among the strongest brands of the region Cedevita holds 9th place. This Croatian brand is followed by Gillette rasors. Paloma (paper napkins), as the only Slovenian brand appearing on the list of the strongest brands in the region, holds 7th place. Positioned after it is Beiersdorf facial cream Nivea. Another Croatian brand holding 9th place is Cedevita, followed by Ariel, washing powder.