Retail audit firm ORG-GfK is in a fix. Its market research statistics are not permitted to be used by client organisations in their advertising and marketing campaigns. But companies often do not adhere to this condition. And, ORG often can do very little about it.
ORG had issued a letter to all client organisations listing the permissible uses of the audit firm’s data, and this did not include use in publicity campaigns. ORG advises that their statistics be used by corporations for internal analysis only.
But who cares? As LG Electronics spokesperson put it: “ORG is the only industry standard available in the country and there has never been a time when companies have not used ORG statistics in their campaigns.”
Emphasising that the use of ORG figures in ad campaigns was an industry norm, LG’s spokesperson declined to respond to the fact that use of these figures still amounted, technically, to a breach of ORG’s internal policies.
Recently, at a press conference to launch Coca Cola India’s new Georgia coffee and tea brand, the company’s deputy president Sanjeev Gupta revealed that “Coke’s share of the soft-drink market is 60.4 per cent and its share of the drinking water market is 37 per cent, while Bisleri’s share is 31 per cent and Pepsi’s Aquafina brand has 12 per cent”.
A spokesperson for Whirlpool India said “we do not use ORG figures nor do we ever feel the need to”. Though Whirlpool is still a subscriber, it stopped using ORG data in its campaigns from April this year.
Samsung Electronics spokesperson on the other hand said that Samsung had not used ORG figures in its campaigns for two reasons as there advertising is more on a technological rather than market position platform and it is very clear in the statistical report that ORG sends us, that the figures they publish are confidential and for internal analysis only.
ORG’s Delhi tracking division head said that a few companies have sought official authorisation to use ORG figures in campaigns and these include Hindustan Lever and Tata Tea. He added that ORG now has a specific unit in Mumbai that is focused on tackling the issue.