Katapulk led the e-commerce platforms in the second Notoriety Ranking of Private Brands in Cuba, the results of which were presented this Saturday in Havana.
This marketplace was the most supported by consumers in the study carried out in the Cuban capital to prepare the ranking.
In this way, it emerged as top of mind, that is, the most notable brand in the opinion of Havana consumers, a position also occupied by Clandestina, among fashion accessories brands, and LM, among bars.
At the event, held at the Meliá Cohiba Hotel, the rankings in these three categories were presented, those selected by SMG Branding, a private enterprise that carried out this initiative. Each list is made up of 10 brands, organized according to the order of notoriety given by consumers.
After knowing the results, Marelys Castillo, general manager of Katapulk, confirmed to OnCuba the satisfaction of her company: “Being considered the most notable brand by consumers themselves is very important for us because it means that our work has had the impact we want.”
“Katapulk has only been created for three years and carries out its work in a very competitive sector and in a context of many difficulties that affect logistics and the supply chain, but even so we strive every day to do our work better and better, and this award is a great motivation to move forward and continue growing,” she commented.
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In the first edition, held a year ago, the cosmetics, gastronomic, and fashion sectors were tested. Then, the top of mind in their respective categories were D’Brujas, El Biky, and Clandestina, so now this last brand repeated leadership in another category, although directly associated with the previous one.
During the presentation, led by Suselmis Martín, general director of SMG Branding — and which had the enterprises Womy, Evolución, and Pujalte among its sponsors — there was also space for networking and exchange with entrepreneurs about the management of their respective brands.
In addition, SMG presented its own award in this section to Beyond Roots, a venture with recognized work that has managed to enter the lists of several of the categories included in the first two editions of the ranking.
The study to prepare this second ranking was carried out in the final months of 2023 in Havana. The research, with 95% sample confidence, was carried out by the PieDerecho research team, which surveyed a representative sample of residents in Havana, to determine the private brands that the capital’s consumer has in mind.
The brands were then organized hierarchically based on the points awarded according to where the brand was referred by each person.
In a recent interview with OnCuba, Suselmis Martín highlighted the relevance of private brands being considered well-known by consumers.
“I think that the first ranking validated something that we already perceived in practice: the importance of brand management; that what is invested in communication, promotion, advertising, is not in vain, because that contributes significantly to its positioning,” said Suselmis, for whom from a well-known position “better conditions and commitments from investors can be achieved when negotiating.”
“Of course, they have to continue working, but notoriety is a very important value because it means endorsement by consumers. If a brand has already achieved this, it then has an indisputable advantage in the market over its competing brands. Because it is important to be on the store shelves, but also in the consumer’s mind,” she concluded.
Ranking results
E-commerce platforms
1- Katapulk
2- Supermarket23
3- Mercocaribe
4- Tuambia
5- Cuballama
6- Alawao
7- CubaMax
8- La Cubana Compra
9- Pymes Bulevar
10- TiendaCubaModela
Fashion accessories
1- Clandestina
2- Agua de marzo
3- Zulu
4- Beyond Roots
5- Capicua
6- Ama
7- Flavia accesorios
8- Wasasa
9- Carenas
10- Solaris
Bars
1- LM
2- KingBar
3- Mío y Tuyo
4- Pazillo
5- Bar 2.45
6- SangriLa
7- Encuentro
8- Bar EFE
9- Melao
10- Iluxion
