Following on from the recent success of brand perceptions of UK farm machinery brands, TAP commissioned Turf Pro to invite groundcare professionals to participate in a similar research survey. A total of 77 professionals responded to our invitation around the UK helping us to better understand brand perceptions of the key players.

Our results have clearly identified two types of brands operating at differing levels in the market. The first division are dominated by strong brand leaders such as John Deere, Kubota, Massey Ferguson and New Holland adopting many of the characteristics you normally associate with the category. They enjoy significant buyer opinion, mind and market share.

As a result, they are in a better position to overcome any macro-environmental problems and in time, are more likely to grow to be even stronger.

The remaining alternatives in the market are located in a different segment where groundcare professionals struggled to recall and rate attributes because they lacked brand awareness or sufficient market penetration. A larger proportion of respondents cited ‘don’t know’ for brands in second level.

These are weaker brands and require brand / marketing investment to raise awareness, loyalty, WOM and increased brand equity.

At TAP we work closely with both the professional end-users, and also the dealerships so the unique research we have gathered will be shared with you over the coming weeks and the findings will be posted below.

A summary document of the findings will be available from TAP.  Register Below to receive the FREE summary document in the middle of October. A full in-depth analysis of brand perceptions will be featured in the free summary report, which will be released in the middle of October.

If you haven’t already, then we urge you to Register Below to receive the full PDF summary report.

This is now the last instalment in our groundcare professional end-user series, so no further updates will be posted before the full report is released.

We aim to release a full report in the middle of October, so if you don’t want to miss out then sign up below to receive the full PDF report when released or if you'd like reminders, don't forget to follow us on Twitter & Facebook.