Pennzoil Motor Oil Ranks Highest in Harris Interactive Study
Pennzoil Highest Ranked Motor Oil Brand According to 2010 Harris Poll EquiTrend® Results This is a significant increase after being third in the category last year New York, N.Y. -- April 13, 2010 -- Leading global market research firm Harris Interactive continues to examine the results of its 2010 results of EquiTrend® study, today focusing on motor oil brands. The annual brand equity study measures over 1,000 brands across 42 categories. Motor Oil "The motor oil market is highly competitive with products focused on higher quality formulations and longer lasting lubrication, extending oil drain intervals for consumers. Consumers are responding with recognition of this high quality focus, and ratings for all motor oil brands measured are tracking up from last year, with a couple of the brands experiencing significant changes from 2009," commented Carol Gstalder, Harris Business & Industrial Team Leader. Pennzoil jumped significantly from a brand equity index of 59.60 to 62.74, moving from a number three ranking in 2009 to becoming the highest ranked motor oil in Brand Equity this year. Pennzoil also ranked highest in Quality, Trust, and Purchase Consideration. Valvoline and Quaker State round out the top three positions in the category. Brand Equity Pennzoil Motor Oil 62.74 Valvoline Motor Oil 62.04 Quaker State Motor Oil 61.38 Rotella Motor Oil 60.96 Castrol Motor Oil 59.04 Mobil Motor Oil 58.92 Mobil 1 Motor Oil 58.52 Shell Motor Oil 57.62 Havoline Motor Oil 57.25 Shell's heavy-duty motor oil, Rotella, also saw a significant increase from last year due to increase in purchase consideration for the brand. This niche brand scores well among those aware of it on several metrics. Methodology The EquiTrend® study evaluates measures including: Equity, Consumer Connection, Commitment, Energy, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration. This year's EquiTrend® study was conducted online among 19,708 U.S. consumers ages 15 and over between January 12 and 21, 2010. The total number of brands rated was 1,151. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age, sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online. The EquiTrend® studyresults disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Interactive. Product and brand names are trademarks or registered trademarks of their respective owners. For a complete listing of all the brands covered in the study, contact Alyssa Hall at 212-539-9600 or ahall@harrisinteractive.com. About Harris Interactive Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including automotive, healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, travel and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris Interactive specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit www.harrisinteractive.com - http://cts.vresp.com/c/?HarrisInteractive/c50c7d3ab0/a63ca90b47/f28c496eaf . ______________________________________________________________________ Click to view this email in a browser http://hosted.verticalresponse.com/609340/c50c7d3ab0/289506299/a63ca90b47/ If you no longer wish to receive these emails, please reply to this message with "Unsubscribe" in the subject line or simply click on the following link: http://cts.vresp.com/u?c50c7d3ab0/a63ca90b47/mlpftw ______________________________________________________________________ This message was sent by Harris Interactive using VerticalResponse Harris Interactive 161 6th Avenue New York, New York 10013 Read the VerticalResponse marketing policy: http://www.verticalresponse.com/content/pm_policy.html