Ireland RepTrak 2015 briefing

Transcription

1 Ireland RepTrak 2015 briefing Thursday 7 th May 2015 Niamh Boyle, Managing Director The Reputations Agency #reptrak15 1

2 The Reputations Agency is committed to building and managing reputations. 2 We are strategists who use insights in a highly effective way, and we create brand fame for some of Ireland s biggest brands. We deliver smart strategies and innovative tactics across our Consumer & Brand, Corporate and Reputation Management divisions As part of the ddfh&b communications group and the JWT international network, we have access to local and global insights that shape and inform our thinking. Keeping in touch with international best practice in reputation management is incredibly important to us, as the Irish associate to the global Reputation Institute. 1

3 Reputations of the largest and most visible companies in Ireland 2015 Global RepTrak Pulse 2015 Ireland RepTrak 2015 The largest study of corporate reputation in the globe: 7,000 companies 55,000 consumers 50 countries, 25 industries 13,240 total ratings 4,970 unique respondents Responses represent the national profile on demographics Age Field period 2 nd January -6 th March 2015 Data collection Margin of error 15 minute online RepTrak questionnaire measures overall reputation and related questions. Based on proprietary RepTrak model. Ratings are statistically significant at a 95% confidence level with a margin of error +/ Criteria for inclusion in the study Annual revenue and familiarity & visibility amongst the general public were the key criteria Revenue - The Irish Times Top 1,000 companies report Rated companies had to be somewhat or very familiar to the general public Firms averaged 76% familiarity in

4 Reputations of the largest and most visible companies in Ireland 2015

5 Reputations of the largest and most visible companies in Ireland 2015

6 The RepTrak model explains Reputation The RepTrak Model Utilised globally for over 15 years to measure reputation, across countries, cultures and stakeholder groups. The RepTrak model explains reputation 1 RepTrak Pulse The emotional bond between your organisation and the public, based on esteem, admiration, trust, and good feeling Dimensions These seven rational dimensions have proven to be the pillars of organisational reputation. 3 - Attributes The concrete and operational attributes that underpin the seven dimensions.

7 Why should we care about Reputation? Touch Points Reputation Behaviour Business Results Direct experience. What a company communicates. What others say.

8 Ireland RepTrak 2015 Three new entrants in 2015

9 Ireland RepTrak 2015 Key Insights

10 Ireland RepTrak Key Insights 65 Tracking the average Ireland RepTrak Pulse score across 100 companies over six years

11 Drivers of reputation in Ireland 2015 and development Dimension drivers Dimension drivers Ireland 2015 Ireland Products & Services 12,0% 20,5% 18 12,2% 12,4% 14,2% 12,7% 16,0% 13 Governance Citizenship Workplace Innovation Leadership Performance n = Adj. R 2 = 0,

12 Ireland RepTrak Pulse RepTrak Pulse Ireland 2015 Excellent/Top tier 80+ Strong/Robust Average/Moderate Excellent/Top tier 80+ Strong/Robust Average/Moderate Weak/Vulnerable Poor/Low est tier <40 Weak/Vulnerable Poor/Low est tier <40 84,4 81,6 81,0 79,8 77,9 77,6 77,6 76,3 75,5 75,3 74,9 74,9 74,7 74,5 74,2 73,8 73,6 73,5 73,4 72,9 72,9 72,8 72,7 72,5 71,9 71,8 71,6 71,4 71,3 71,3 71,1 70,9 70,5 70,4 69,4 68,5 67,8 67,7 67,6 67,4 67,3 67,2 67,1 67,1 66,4 65,9 65,6 65,0 64,7 64,6 Three companies in the Excellent tier in companies in the Strong tier 35 companies in the Average tier

13 Ireland RepTrak Pulse RepTrak Pulse Ireland 2015 Excellent/Top tier 80+ Strong/Robust Average/Moderate Excellent/Top tier 80+ Strong/Robust Average/Moderate Weak/Vulnerable Poor/Low est tier <40 Weak/Vulnerable Poor/Low est tier <40 64,5 64,3 64,2 64,0 63,7 63,4 63,4 63,0 62,8 62,7 62,6 61,9 61,8 61,8 61,8 61,2 61,0 60,8 60,2 59,7 59,6 59,5 59,5 59,2 59,2 58,2 58,1 57,2 56,8 56,7 56,3 56,0 55,9 55,9 55,3 54,4 54,1 53,9 53,4 53,3 53,2 51,3 50,2 48,5 47,4 46,7 45,8 43,6 43,3 9,3 35 companies in the Average tier 30 companies in the Weak tier One company in the Poor tier in 2015

14 Ireland RepTrak Pulse RepTrak Pulse development Ireland [sorted by 2015] SSE Airtricity 54,7 58,2 3,6 77 Iarnrod Éireann (Irish Rail) 57,7 58, ,6 57,2 5,6 79 PricewaterhouseCooper (PwC) 60,1 56,8 80 Vodafone 61,7 56,7-5,1 81 Esso 59,0 56,3 82 Vhi Healthcare 51,1 56,0 4,9 83 MSD (Merck Sharp & Dohme) 58,2 55,9 84 RSA (Royal & Sun Alliance) 59,6 55,9-3,7 85 BT Ireland 55,2 55,3 86 Paddy Power 58,3 54,4-3,9 87 Ryanair 42,3 54,1 11,8 88 CIÉ (Coras Iompair Éireann) 51,2 53,9 89 Independent News & Media (INM) 49,8 53,4 3,6 90 FAI (Football Association of Ireland) 46,7 53,3 6,6 91 Dublin Bus - Bus Átha Cliath 58,1 53,2-4,9 92 UPC 62,3 51,3-10,9 93 Ulster Bank 45,1 50,2 5,2 94 EBS (Educational Building Society) 50,1 48,5 95 McDonald's 54,0 47,4-6,6 96 Eircom 50,6 46,7-3,8 97 Ladbrokes 51,0 45,8-5,2 98 AIB (Allied Irish Bank) 48,4 43,6-4,8 99 Bank of Ireland 46,9 43,3-3,6 100 Irish Water 31,9 9,3-22,7 n = Excellent/Top tier 80+ Strong/Robust Average/Moderate Weak/Vulnerable Poor/Low est tier <40

15 Ireland RepTrak Pulse Allianz 62,2 64,5 52 Eli Lilly 64,3 64,3 53 Aviva 61,2 64,2 54 DAA (Dublin Airport Authority) 61,4 64,0 55 ESB (Electricity Supply Board) 59,1 63,7 4,6 56 Irish Distillers Pernod Ricard 68,6 63,4-5,2 57 KPMG 57,5 63,4 5,9 58 Axa 61,9 63,0 59 Sky 61,6 62,8 60 TV3 68,0 62,7-5,4 61 Meteor 61,9 62,6 62 FBD 63,8 61,9 63 The Coca-Cola Company 63,2 61,8 64 Liberty Insurance 57,8 61,8 4,0 65 Laya Healthcare - 61,8 66 Irish Life 60,1 61,2 67 PepsiCo 63,9 61,0 68 KBC Bank 56,7 60,8 4,1 69 Tesco 64,9 60,2-4,7 70 Maxol 61,7 59,7 71 Permanent tsb 53,2 59,6 6,4 72 Renault 63,0 59,5-3,5 73 Topaz Energy Group 61,6 59,5 74 Friends First 60,5 59,2 75 Bord Gáis 58,5 59,2 n = Excellent/Top tier 80+ Strong/Robust Average/Moderate Weak/Vulnerable Poor/Low est tier <40

16 Ireland RepTrak Pulse [sorted by 2015] BMW 74,3 71,8 27 IBM 64,5 71,6 28 SuperValu 79,3 71,4 29 Brown Thomas Group 66,7 71,3 30 ebay 70,3 71,3 31 Apple 73,9 71,1 32 Dell 67,8 70,9 33 Glanbia 68,8 70,5 34 Kerry Group 73,2 70,4 35 Hewlett-Packard 70,7 69,4 36 Pfizer 64,7 68,5 37 Abbott Laboratories 67,0 67,8 38 Heineken 68,7 67,7 39 National Lottery 66,4 67,6 40 Centra 68,1 67,4 41 GSK (GlaxoSmithKline) 62,7 67,3 42 Bus Éireann- Irish Bus 56,3 67,2 43 The Irish Times 71,5 67,1 44 Zurich Life Assurance 67,3 67,1 45 Spar 67,6 66,4 46 Coillte 69,7 65,9 47 Bord na Móna 65,9 65,6 48 RTÉ 58,5 65,0 49 Diageo 60,9 64,7 50 Dunnes Stores 63,4 64,6 n = ,0-7,8 4,7 3,8 4,6 10,8-4,4-3,8 6,5 3,7 Excellent/Top tier 80+ Strong/Robust Average/Moderate Weak/Vulnerable Poor/Low est tier <40

17 Ireland RepTrak Pulse Aer Lingus 74,6 74,9 12 Intel 75,7 74,9 13 Microsoft 74,9 74,7 14 Arnotts 74,5 74,5 15 Nissan 69,3 74,2 4,9 16 Tourism Ireland 70,6 73,8 17 Nokia 72,2 73,6 18 Cadbury (Mondelez International) 72,8 73,5 19 Primark (Penneys) 66,2 73,4 7,1 20 Lidl 70,9 72,9 21 Aldi Stores 76,9 72,9-4,0 22 Eason & Son 75,9 72,8 23 Ford 70,7 72,7 24 Marks & Spencer Group 74,9 72,5 25 GAA (Gaelic Athletic Association) 73,8 71,9 n = Excellent/Top tier 80+ Strong/Robust Average/Moderate Weak/Vulnerable Poor/Low est tier <40

18 Ireland RepTrak Pulse RepTrak Pulse development Ireland [sorted by 2015] Google 77,5 84,4 6,9 2 Boots 77,5 81,6 4,0 3 Kellogg's 76,5 81,0 4,5 4 Bord Bía (Irish Food Board) - 79,8 5 Volkswagen 79,5 77,9 6 The Irish League of Credit Unions 77,2 77,6 7 IRFU (Irish Rugby Football Union) 74,9 77,6 8 Toyota 76,8 76,3 9 Smyths Toys 76,5 75,5 10 An Post 77,6 75,3 Excellent/Top tier 80+ Strong/Robust Average/Moderate Weak/Vulnerable Poor/Low est tier <40

19 Support for the most and least reputable companies in Ireland 2015 Supportive behavior distribution Negative (1-2) Neutral (3-5) Positive (6-7) Not sure Count 10 Most reputable companies 4% 30% 61% 5% n = Buy 10 least reputable companies 34% 37% 21% 8% n = Recommend products Trust to do the right thing Recommend company Say something positive Invest Recommend as investment Work for Benefit of the doubt Welcome into my community 10 Most reputable companies 4% 30% 62% 4% n = least reputable companies 34% 37% 20% 9% n = Most reputable companies 4% 35% 53% 8% n = least reputable companies 33% 40% 17% 10% n = Most reputable companies 4% 30% 62% 4% n = least reputable companies 35% 36% 21% 8% n = Most reputable companies 3% 31% 62% 4% n = least reputable companies 31% 41% 20% 8% n = Most reputable companies 10% 31% 41% 17% n = least reputable companies 42% 30% 15% 14% n = Most reputable companies 8% 32% 40% 20% n = least reputable companies 38% 30% 14% 18% n = Most reputable companies 9% 27% 53% 11% n = least reputable companies 36% 33% 19% 12% n = Most reputable companies 6% 36% 46% 11% n = least reputable companies 35% 38% 16% 12% n = Most reputable companies 3% 29% 62% 6% n = least reputable companies 30% 39% 23% 9% n = % 20% 40% 60% 80% 100%

20 Support for the most and least reputable companies in Ireland If a company improves its reputation by five points, the number of people who would recommend the company goes up by 5.6%. 80% Google Willingness to support (Recommend company Top-two box) 70% 60% 50% 40% 30% 20% 10% The Irish League of Credit Unions Primark (Penneys) Lidl Boots Aldi Stores Kellogg's Bord Bía (Irish Food Board) Nokia Ryanair McDonald's Allianz Bank of Ireland BT Ireland Ladbrokes EBS (Educational Building Society) Irish Water 0% RepTrak Pulse Score

21 Niamh Boyle, Managing Director Office niamh@thereputationsagency.ie The Reputations Agency, 25 Merrion Square, Dublin 2. 21