Page 33 - SM Aug-Sep-2014

Reputation management Prominent retailer named Vodacom saw its high-profle FNB being the biggest banking-sector loser by plummeting Going down … over nine points. nedbank and the country’s most reputation among aBsa dropped 4,18 and 4,39 points consumers plunge respectively. remarkably, it was only Woolworths and standard Bank reputable company that improved their reputation in the past year. all the other companies in the survey fell, with the biggest reputational losers being mining houses Goldfelds (-10,20) and BHP Despite a few reputational issues of its own in recent times, one Billiton (-21,03). of South Africa’s most upmarket retailers has been named in a “What is needed is either a new new study as the business with the best reputation in the country. model of doing business, or for companies to take actions that regain the trust of consumers,” africa by revenue and familiarity. said ndlazi. now in its ninth year, the survey the survey is conducted annually tracks businesses that are engaged in January and February among in commercial activities, have a 1 462 unique respondents, from reasonable amount of familiarity whom 3 860 rates were obtained. with the general public, and are respondents’ distribution was not wholly-owned subsidiaries of balanced to the country population other companies. on age and gender. Vodacom was last year’s top frm, to be included in the survey, but lost a notable 9,35 points to fall companies had to meet the to sixth position on the table – one manufacturer, complained that the following criteria: position below rival operator Mtn. Woolworths retailer had copied certain aspects of its all companies were among Woolworths, meanwhile, saw its packaging design. this complaint was the Financial Mail’s 2013 reputation strengthen marginally is in a league upheld by the advertising standards top Companies listed on the from 73,98 to 74,31 points. according of its own authority (asa) and the decision was Johannesburg stock exchange to the reputation institute, the portrayed in many sections of the media (Jse) based on total revenues; clothing, home and food retailer led as ‘david beats Goliath’. all companies were at least the feld on all reputation dimensions: stakeholders – and not just for your trevor ndlazi, the reputation somewhat familiar to the leadership; citizenship; governance; shareholders – and manage that well, institute’s country manager for south economically active segment workplace; innovation; products/ the beneft ‘pie’ for everyone will grow.” africa, said the biggest driver of of the general public. Number one … services; and performance. interestingly, this is despite the giant reputation in the country in 2014 was the following are the top 10 Woolworths benefted “the 2014 survey shows that retailer suffering some controversies products and services at 15,2%, with most reputable companies in south from a sound stakeholder Woolworths is in a league of its own. of its own. in october last year it was citizenship only slightly behind at 15%. africa, according to the reptrak management strategy its success comes in an environment involved in a public row and social “product and services, citizenship, Pulse 2014 survey: in which south african corporate media storm after an independent fnancial performance and innovation 1. Woolworths oolWorths has overtaken called ‘call termination rates’ by the companies are suffering a bloodbath local designer accused the chain of explain almost 60% of reputation; 2. standard Bank mobile operator vodacom telecommunications industry regulator. in their reputations,” the institute’s plagiarism by reproducing one of her workplace, governance and leadership 3. spar Was the most reputable these are the fees that one operator partner for africa, dr dominik heil designs on a range of scatter cushions made up just under 40% of what drives 4. pick n pay brand in south africa. the latter saw charges another operator to terminate said. “Woolworths has managed to without her permission. reputation this year,” he said. 5. Mtn its reputation among consumers a call on its network. break out of this logic because it has in another incident in early 2012, standard Bank, one of the ‘big four’ 6. vodacom plunge, something that has been this was revealed by the reputation a sound stakeholder management Woolworths announced that it would fnancial institutions, was placed second 7. sasol attributed largely to its decision to go institute’s national reptrak pulse strategy. it demonstrates that engaging PHOTOS: supplied withdraw its entire vintage soda range in the 2014 survey, although its score 8. absa to court (along with fellow operator survey for 2014, which ranks the with stakeholders is not a loss from the shelves after Frankie’s olde was only marginally better than last 9. shoprite Mtn) to oppose the lowering of so- largest listed companies in south exercise. if you create value for all your soft drinks, a small independent year. all the other banks dropped, with 10. old Mutual 30 strategicmarketing August–September 2014 strategicmarketing August–September 2014 30 August–September strategicmarketing 31