Kontak:
- Nielsen Tarini Mathur Kaul, +91 11 66029029; +91 9654400458 tarini.mathurkaul@nielsen.com
Tata Motors, Aditya Birla Group, Bharti Airtel berada di posisi tiga besar dalam Corporate Image Monitor
ITC, Tata Motors, Aditya Birla Group dan Hindustan Unilever adalah perusahaan yang terlihat paling aktif terlibat dalam kegiatan CSR
Tata Motors tops the latest round of the Nielsen’s Corporate Image Monitor survey, that measures the reputation of leading corporates basis certain attributes. Aditya Birla Group, Bharti Airtel, Reliance Industries Limited and Tata Steel follow to round off the top five. Tata Motors also scores high for innovative techniques, providing reliable products & striving for excellence, and has emerged ‘Best in Class’ amongst respondents on these attributes.
Nielsen’s Corporate Image Monitor measures perceptions of the image and reputation of India’s leading companies, across sectors and serves as an important indicator of the strength of the corporate brand. With over 1700 respondents, consisting of stakeholders such as policy makers, influence groups, the financial community, investors, top level management across corporates, and the general consumer, the Corporate Image Monitor is now in its 11th year.
New entrants into the top ten list are ITC, ICICI Bank and Hero MotoCorp Ltd., while Tata Steel & Wipro have dropped from first to fifth and fourth to seventh respectively,compared to the previous year.
“The Corporate Reputation Index is a testament to a brand’s reputation, by people that matter most to it. For stakeholders, this implies they feel the brand is reliable, and sustainable in difficult times” said Dinesh Kapoor, Executive Director, Nielsen India.
Attributes of the Corporate Image Monitor
Elemen terkuat yang mendorong reputasi perusahaan adalah apa yang ditawarkannya kepada pelanggan - yaitu tingkat layanan dan kualitas produknya. Di semua segmen pemangku kepentingan, parameter ini terlihat memiliki pengaruh yang kuat dalam penilaian reputasi organisasi. Faktor lain yang juga penting adalah kinerja keuangan dan sumber daya manusia.
Further to this, certain ‘excitement factors’ such as Innovation, pace of growth & the extent of media visibility also play a subliminal role in shaping reputations. These factors though are not directly cited by stakeholders as influencing reputation. However, deeper analysis reveals that firms which perform well on these aspects generally tend to have stronger reputations.
Responden juga menguraikan faktor atau atribut 'kebersihan' untuk sebuah perusahaan seperti 'visi' atau 'kepemimpinan' sebagai pendorong citra yang 'harus dimiliki' untuk sebuah merek. Dan perbaikan lebih lanjut pada aspek-aspek ini tidak berdampak pada keseluruhan citra merek bagi para pemangku kepentingan.
Menurut penelitian tersebut, perusahaan yang memiliki merek yang lebih tangguh melakukannya karena mereka mampu membangun persepsi di sekitar faktor-faktor yang dianggap penting oleh berbagai pemangku kepentingan seperti masyarakat umum, investor, pembuat kebijakan, dan talenta manajerial.
"Persepsi para pemangku kepentingan terhadap sebuah perusahaan, merupakan faktor penting bagi pertumbuhan yang berkelanjutan. Dan survei Nielsen menemukan bahwa perusahaan-perusahaan menciptakan strategi yang meningkatkan kebutuhan bisnis mereka, dan citra perusahaan mereka untuk terus mendapatkan kepercayaan dari para pemangku kepentingan." kata Kapoor.
Survei ini juga menemukan bahwa perusahaan-perusahaan yang memiliki kinerja keuangan yang relatif lebih baik, dan imbal hasil yang lebih baik bagi para pemegang saham, menciptakan persepsi positif di antara para pemangku kepentingan.
Corporate Social Responsibility
The extent of involvement a corporate has in giving back to the society also plays a significant role in shaping the reputation of the company for certain stakeholders. Over one in five respondents indicated that ITC Ltd and Tata Motors are the corporates seen most actively involved in CSR activities. This followed closely by Aditya Birla Group (20%) and Hindustan Lever (20%).
Further, the respondents surveyed were of the opinion that the top activities that Indian Corporates are involved in are infrastructure for health (76%), fighting critical diseases (72%), educating disadvantaged societies (70%).
According to the respondents of the survey, the areas which the corporates should look to step up are provision of clean drinking water & sanitation, protecting the environment, better educational infrastructure and alternative energy are high on the list of stakeholders.
"Para pemangku kepentingan juga mengindikasikan bahwa ada ketidaksesuaian antara kegiatan sosial yang dilakukan oleh perusahaan dengan ekspektasi mereka. Jadi, meskipun perusahaan yang memulai dan berpartisipasi dalam kegiatan CSR menjadi pusat perhatian, ekspektasi para pemangku kepentingan terhadap perusahaan tersebut juga tinggi, ujar Kapoor. "Dalam membentuk reputasi perusahaan, tanggung jawab sosial dan hasil yang diberikan perusahaan kepada para pemangku kepentingannya menjadi semakin penting," tambahnya.
Tentang Corporate Image Monitor
The Nielsen Corporate Image Monitor is an annual syndicated study conducted by The Nielsen Company. It is designed to track the reputation of the leading Indian companies and provides actionable insights that help companies build their corporate brand. In its eleventh year, the Corporate Image Monitor covers the top listed companies of India across industries. The selection of companies for the survey is based on – Market Capitalization, Sales & Assets. Taking a simple average, a single score is calculated for each company and the final list of companies is drawn up. A few additional companies were added on the basis Nielsen’s internal assessment. Nielsen Corporate Image Monitor 2011 represents the views of 1788 people from different walks of life across the top seven metros. The Nielsen Corporate Reputation Index is a singular measure which encapsulates the performance of different corporates on 24 attributes. It takes into account the importance of each attribute in contributing to reputation.
Tentang Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
