Finnish Summer. Third Tracking Study on the German Market.
March 2006
04.04.2006
What does attitude-based data tell us?
Recognition
Brand loyalty
INTEGRATION
Deliberation
Purchase decision
04.04.2006
What does attitude-based data tell us?
BEHAVIOUR
Sales- and volume, penetration, frequency and response
ATTITUDE
Attitude and brand research, image studies
SHORT TERM
Immediate effects from a single campaign
LONG TERM
Multiple effects from different campaigns over time
Summary: December 03 – March 06
May 2005 ja March 2006 online-based
100
90
80
70
60
50
40
30
20
10
0
88
85
81
72
72
61
Dec.2003
51
49 48
45
4445
44
May.2004
51
47
41
36
34
35
30
May.2005
43
34
March.2006
36
30
26
24
24
23
24
21 20
20
15
78
Refreshing
Versatile
Modern
° 2005 youthful” received 19., 2006 24.
Warm°
7
Naturally beautiful Cold
Distant
Expensive
9
7
4
22
00
Unapproach- Uninteresting Don´t know
able
04.04.2006
Summary: Dec 03 – March 06
NOTES:
• Independent of the tracking method, we have been able to push down the negative attributes associated
with the Finnish Summer. The marketing and communication mix as a whole has significantly decreased
crucial prejudices/purchase hindrances. This we see as a major achievement for the project.
- we have managed to close in the negative image gap.
• Besides naturally beautiful we have established the tag ”Erfrischend Anders”. Future challenges
relate to creating attractive and relevant content underneath it in a positive, sustainable manner.
- competing on positive attributes faces tough competition
March 2006
1. BASIS
1.1 Goals of the study
The purpose of the third tracking study was to examine German perceptions of Finnish summer, specifying
what attributes are associated with Finland as compared to its main competitors, Sweden and Norway.
The study also aimed to determine whether participants had ever visited Finland, or seen advertisements
for Finnish tourism in their national media.
1.2 Execution of the study
The study was carried out by FCB’s Helsinki office as an online survey in March 2006 at www.msn.de.
While the previous study were carried out as online-study, the base study and the first follow-up study
were carried out as individual interviews. As such, these studies are not entirely comparable, but it still
provide a reliable reflection of the development and needs for development of our brand attributes.
1.3 Results reporting
This report contains a summary of the most important results in terms of brand monitoring. More detailed
results can be found in the electronic appendices.
1.4 Study sampling
The study interviewed 1,164 people. For more detailed background data, refer to the graphs and ADP
tables.
March 2006
March 2006
2. TOURISM IN FINLAND: EXPERIENCES AND INTENTIONS
2.1. Of all the people interviewed, 8% had taken a holiday in Finland in the past five years.
These people were asked to indicate the dates of their last three holidays in Finland. Most of them had
visited Finland during 2005, and the most popular season was summer.
2.2. The interviewees who had visited Finland were asked to indicate the reasons for choosing
their travel destination. 40% noted business trip as their reason. 33% noted friends/family, part of
a tour of several countries and a familiar destination as reason why.
2.3. All interviewees were asked if they could foresee travelling to Finland within the next three
years. 52% of the participants answered yes while a slight minority (46 %) had no intention of
visiting Finland in the near future.
March 2006
3.
ADVERTISING EXPOSURE IN GERMAN MEDIA
Most (33%) of the advertising had been seen in magazines, followed by television (32%) and internet
(23%). 80 % had also seen advertising elsewhere.
(The sum of percentages given here is more than 100% because all the media indicated by each
respondent were taken into account. In other words, each respondent may have seen advertising in more
than one medium.)
C
March 2006
4.
PERCEPTIONS OF FINNISH SUMMER: BEAUTIFUL, REFRESHING AND MODERN, ALTHOUGH STILL
SLIGHTLY COLD.
4.1. Interviewees were asked to identify adjectives they associate with the Finnish summer. The respondents were
given the following alternatives from which to choose: refreshing/invigorating, versatile, modern, youthful, warm,
naturally beautiful, cold, distant, expensive, unapproachable/hard to reach and uninteresting. Respondents
were again allowed to pick more than one adjective, which explains the high total percentages.
According to most respondents (81 %), Finland was best described by the adjective naturally beautiful.
This was followed by refreshing/invigorating 48% and modern 44%. 41 % of respondents also saw
Finland as being cold, whereas 35 % described it as warm and 34 % as distant. One in four
respondents (24 %) thought Finland was youthful and versatile. 23 % associated Finland with the word
expensive and 7% and 4% respectively as unapproachable/hard to reach and uninteresting.
March 2006
5. COMPARISON OF FINLAND WITH SWEDEN AND NORWAY
5.1. Finally, the respondents were asked to compare Finland, Sweden and Norway by describing them with the same
adjectives used in the previous question (refreshing/invigorating, versatile, modern, youthful, warm, naturally
beautiful, cold, distant and expensive). Their task was to indicate the country that was best described by each
adjective.
5.2. Finland was considered the most refreshing or invigorating (53%). 24% felt that it best described Norway
and 9 % said Sweden.
5.3. Most respondents (26%) felt that Sweden was the most versatile of the three countries. 20% thought
Finland was versatile, while only 18 % associated this attribute with Norway.
5.4. According to interviewees, Finland is the most modern country. Of all respondents, 47% felt that the
attribute ’modern’ was best associated with Finland. 11% associated the word with Norway, and 8% associated it
with Sweden.
5.5. 35% said that the adjective youthful was most suited to Finland. 18% associated it with Sweden, 7% with
Norway.
5.6. Sweden was seen as the warmest (32%), while Finland received second place with 29%. Only 10%
associated this with Norway.
March 2006
5. COMPARISON OF FINLAND WITH SWEDEN AND NORWAY
5.7. The adjective naturally beautiful was strongly associated with Finland. 39% felt that Finland is naturally
beautiful. 31% used this to describe Norway and only 5% answered Sweden.
5.8. Respondents considered Finland to be a cold country. 49% of respondents described Finland as cold,
whereas 19% associated the adjective with Norway and just 3% with Sweden.
5.9. 30% of respondents saw Sweden as being distant. One in five held Finland (22%) or Norway (21%) to be
distant.
5.10. Of the three Nordic countries, expensive was most often associated with Finland – 32% of respondents
thought so. 14% respondents said that Norway was expensive, Sweden appearing the least expensive in
comparison, with 3%.
March2006
5.
COMPARISON OF FINLAND WITH SWEDEN AND NORWAY
5.11. Norway was considered the most unapproachable country. 10% of all respondents saw Finland as being
unapproachable or hard to reach. Both Finland and Sweden received 6%.
5.12. According to respondents, uninteresting (boring) was most commonly associated with Sweden. 28% of
respondents saw Sweden as being uninteresting. 12% thought Finland was uninteresting and 7% went for Norway.
•
Have you taken a holiday in Finland in the last five years?
100 %
91 %
90 %
80 %
70 %
60 %
Nein
Jaa
50 %
40 %
30 %
20 %
10 %
0%
8%
2.a.
When in the last five years did you take a holiday in Finland?
35 %
33 %
30 %
27 %
25 %
20 %
20 %
15 %
10 %
5%
0%
13 %
7%
2005
2004
2003
2002
2001
2.b. Please indicate the season (spring, summer, autumn or winter)?
45 %
40 %
40 %
35 %
30 %
25 %
20 %
15 %
10 %
5%
0%
13 %
13 %
13 %
Frühjahr
Sommer
Herbst
Winter
0%
33 %
25 %
20 %
15 %
20 %
13 %
13 %
5%
0%
Em
pty
33 %
Be
aut
iful
nat
ure
40 %
Fam
ily
hol
ida
y
Saf
ed
est
ina
tion
Clo
se/
sho
rt d
ista
nc
N
De
ew
stin
des
ati
tina
on
tion
I ha
dv
isit
ed
pre
vio
Aff
ord
ab
le d
est
ina
Ple
tio
asa
nt s
um
me
rw
eat
h
20 %
Bu
Re
sin
com
ess
me
trip
nd
ed
by
Par
frie
nds
to
fa
/fam
tou
ro
f se
ver
al c
ou
nt
35 %
Sh
opp
ing
Vis
itin
g fa
mi
ly/f
rie
nd
3.
Please tell us why you chose Finland as a holiday destination?
40 %
33 %
30 %
27 %
20 %
13 % 13 %
10 %
6%
4. Have you thought about taking a holiday in Finland within the next three years?
60 %
50 %
52 %
46 %
40 %
ja
nein
tyhjää
30 %
20 %
10 %
0%
2%
6. Do you recall seeing advertising for Finland in any of the following media?
80 %
80 %
70 %
60 %
TV
50 %
40 %
30 %
20 %
10 %
0%
Newspapers
38 %
33 %
32 %
29 %
Magazines
Fairs
Internet
Other Media
Not seen any
18 %
12 %
7. Which of the following attributes apply to your impressions of Finland?
90 %
81 %
80 %
70 %
60 %
50 %
40 %
30 %
20 %
10 %
0%
35 %
24 %
49 %
44 %
41 %
34 %
24 %
23 %
7%
4%
youthful
warm
versatile
modern
naturally beautiful
refreshing
cold
distant
expensive
unapproachable
uninteresting
We wish to compare your
impressions of Finland, Sweden and
Norway. Considering these countries,
Which of them do you feel is:
35 %
Youthful
35 %
35 %
30 %
25 %
20 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
18 %
15 %
10 %
5%
0%
7%
5%
Warm
35 %
30 %
32 %
29 %
24 %
25 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
20 %
15 %
10 %
5%
0%
10 %
4%
Versatile
34 %
35 %
30 %
26 %
25 %
20 %
20 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
18 %
15 %
10 %
5%
0%
2%
Modern
50 %
47 %
45 %
40 %
35 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
29 %
30 %
25 %
20 %
15 %
10 %
5%
0%
8%
11 %
4%
Refreshing
60 %
53 %
50 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
40 %
30 %
24 %
20 %
10 %
0%
9%
10 %
4%
Naturally beautiful
40 %
39 %
35 %
31 %
30 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
25 %
20 %
20 %
15 %
10 %
5%
0%
5%
4%
Cold
50 %
49 %
45 %
40 %
35 %
30 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
25 %
25 %
19 %
20 %
15 %
10 %
5%
0%
3%
4%
Distant
30 %
30 %
25 %
22 %
21 %
23 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
20 %
15 %
10 %
5%
0%
4%
Expensive
50 %
46 %
45 %
40 %
35 %
32 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
30 %
25 %
20 %
14 %
15 %
10 %
5%
0%
3%
5%
Unapproachable
80 %
74 %
70 %
60 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
50 %
40 %
30 %
20 %
10 %
0%
6%
6%
10 %
4%
Uninteresting
50 %
47 %
45 %
40 %
35 %
Finnland
Schweden
Norwegen
kann nicht sagen
tyhjiä
28 %
30 %
25 %
20 %
15 %
10 %
5%
0%
12 %
7%
6%
Respondents:
State of Residence
20 %
Schleswig-Holstein
19 %
18 %
Hamburg
Niedersachsen
16 %
16 %
Bremen
Nordrhein-Westfalen
Hessen
14 %
12 %
12 %
6%
4%
Bayern
Saarland
7%
6%
4%
2%
0%
Baden-Württemberg
10 %
10 %
8%
Rheinland-Pfalz
0%
7%
5%
Berlin - West
5%
3%
3%
2%
1%
1%
1%
Brandenburg
Mecklenburg-Vorpommern
Sachsen
Sachsen-Anhalt
Thüringen
tyhjiä
Population of Home
Town
Respondents:
25 %
25 %
21 %
20 %
17 %
15 %
17 %
bis 5 000 Einwohner
14 %
5 000 - unter 20 000 Einwohner
20 000 - unter 100 000 Einwohner
100 000 - unter 500 000 Einwohner
10 %
500 000+ Einwohner
tyhjiä
5%
0%
5%
Respondents:
Age
25 %
23 %
20 %
20 %
15 %
15 %
11 %
10 %
8%
Alter
9%
7%
7%
5%
0%
>25
26-30 31-35 36-40 41-45 46-50
>51
tyhjiä
Respondents:
Gender
50 %
48 %
46 %
45 %
40 %
35 %
Mann
Frau
tyhjiä
30 %
25 %
20 %
15 %
10 %
5%
0%
6%
Respondents:
Size of Household
40 %
38 %
35 %
30 %
25 %
19 %
20 %
15 %
10 %
5%
0%
14 %
16 %
7%
7%
1 Person
2 Personen
3 Personen
4 Personen
5+ Personen
tyhjiä
Respondents:
The number of 14+
-in Your Household
29 %
30 %
26 %
25 %
24 %
20 %
15 %
10 %
5%
0%
12 %
9%
1
2
3
4+
tyhjiä
Respondents:
Education
40 %
36 %
35 %
Hauptschule ohne Lehre
30 %
28 %
Hauptschule mit Lehre
25 %
Realschule/höhere kaufmännische
Ausbildung ohne Abitur
Gymnasiale Oberstufe / Abiturient
20 %
Abitur
15 %
10 %
5%
0%
7%
2%
9%
keine Angabe
10 %
7%
tyhjiä
Respondents:
Profession
Arbeitnehmer/in
35 %
33 %
Angestellte/r
30 %
Beamte/r
Selbstständige/r Unternehmer/in
25 %
Landwirt/in
20 %
17 %
15 %
10 %
5%
0%
13 %
Arbeitslos
Auszubildende/r
/Wehrpflichtig/Zivildienstleistender
Student/Schüler
9%
4%
5 %4 %
0%
6% 6%
3%
Hausfrau/-mann
Rentner/in
tyhjiä
Respondents:
Household´s net monthly
income
30 %
26 %
25 %
unter 500 Euro
500 – unter 1 000 Euro
1 000 - unter 1 500 Euro
20 %
1 500 - unter 2 000 Euro
2 000 - unter 2 500 Euro
15 %
2 500 - unter 3 000 Euro
10 %
5%
0%
5%
10 % 10 %
8%
7%
4%
3 000 - unter 3 500 Euro
11 %
8%
5%
3 500 - unter 4 000 Euro
7%
4 000+ Euro
keine Angabe
tyhjiä