Incorporating several first-time categories, the Sunday Times Generation Next 2010 survey revealed the brands currently held in high juvenile esteem – and offered some interesting insights into the relationship between youthful perception and popular demand.
Votes cast in the newly introduced Petrol Station category highlighted the value of an energetic, multi-offering convenience store to the forecourt operation. For the non-driving 8-13 year-old group of respondents, who voiced a clear preference for Engen, the winner has more to do with the perceived forecourt store offering than service levels in the fill-up bay. Besides the appeal of Engen’s busy marketing initiatives, the under-13’s were impressed with its colourful multi-brand bundle offering. For the in-betweeners in the independently mobile19-22 age bracket, however, BP came up trumps.
Award winners aside, the forecourt sector remains one of the most vigorously contested, with frontrunner rivals Engen and BP going head to head in consumer rankings. Their respective convenience store investments point to a recognition of the potential profitability of a shopping space that is adequately flexible to give the customer what he wants, when he needs it, where he can reach it.
And the forecourt store’s drawing power isn’t limited to passer-by consumers - the survey showed the forecourt store also holds a strong presence in the overarching Grocery Store category, in which BP Express and Engen Quick Shop landed 9th and 10th positions respectively. This says something about the power of the forecourt store as a driver of brand recognition.
Winners in other categories included Pick n Pay (Grocery Stores), Nivea (Skincare Products), Nestlé Milo (Breakfast Cereals), Danone Yogi Sip (Dairy Drinks), and die-hard favourite in the Cold Drink category, Coca-Cola.
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