With the initial study commissioned in 2020, this is the fourth year in which Zambia Sugar has participated in the Group’s Brand Health Tracker programme in order to get an objective and independent read from its consumers on the brand’s perceived performance within the local market. Over the period, the company has received brand-related feedback from more than 2 500 consumers and this time around, they’ve given Whitespoon the big thumbs up!
What the latest study revealed was that the Whitespoon brand is rated as the clear market leader, with an overall score of 70.9% “effective equity”, 7% higher compared to its previous reading. It was also found that the brand continues to build on the quality of the sugar product and its trusted long-term heritage, with Zambia Sugar turning 60 this year. By way of comparison, and as an outcome of the same study, the closest branded competitor scored an effective equity rating of 17.7%.
Further, it was found that Whitespoon’s performance in the marketplace was driven by an exceptional “Brand Desire” score - indicating a high base of loyal consumers who place superior value on the brand and an unrivalled presence in the market, with high availability and preference, as measured in the “Market Effects” category. The brand’s growth in the past year is indicative of strong execution of plans, sound market understanding and consistent support in building key brand credentials.
Both positive user experience and communication efforts across different media channels have aided in the performance of the brand.
By way of background, the study is conducted by IPSOS, the global market research and consulting firm with the Zambia Sugar study measuring a host of reliable indicators that are aimed at assessing the ‘health’ of the Whitespoon brand and includes ‘reading’ the full market, most notably the company’s direct competitors and the “unbranded sugar” segment in the country.
All of the data is modelled from consumer responses to a number of ‘brand’ related questions, using the same methodological approach that IPSOS employs across the globe both in terms of market demographics and size, using key data points around “Brand Desire”, “Market Effects” and “Effective Equity”. As such the resultant scores have helped to measure the efficacy of its marketing, communication, sales and quality efforts in the market based upon consumers’ experience and perception – with identified areas of competitive advantage and weaknesses.
Well done Zambia Sugar!