2. Colour key
Key Terminology
Impact Score – Each article is awarded a score, up to 10, based on a number of
qualitative criteria as follows: Feature/News item (+2), minor mention (+1), less than
25% of page in size (+1), between 25-50% (+2), more than half-page to a full-page and
larger (+3), contains an image (+1), neutral tonality (+1), positive tonality (+2),
spokesperson quoted (+1), third-party endorsement (+1).
OTS - Refers to the number of “Opportunities to See/View” the coverage or media
spots. For print it is simply the aggregated circulation figures. For online, we work with
the estimated number of page impressions the website would have on a particular day.
We do not aggregate monthly unique user totals.
£PRV - For print coverage is established by using an attributable percentage of a
particular article to the rate card specification for a single full-page colour ad. We do not
take into account variations related to various options for buying ad space, simply the
stand-alone full-page colour rate.
Page 01
3. Topline Summary Dashboard
Topline
Remeha and Baxi collectively had 20 items, with an estimated PR Value
of £25k, and a total Impact Score of 141. This was slightly less than its
main rival, Worcester Bosch, which had 22 items and an Impact Score of
154.
Worcester Bosch took a solid 50% average share, then Baxi with 37%.
The average share of voice metric considers in equal measure all
metrics (volume, £PRV, OTS & Impact Score).
There were no items for Main this month.
Share of Voice by Metrics
Avg. Share of Voice
50%
Worcester Bosch
Page 02
37% Baxi
6% Vaillant
6% Remeha
Vol. PRV £ks OTS Ks Impact Score
Worcester Bosch 22 37 709 154
Baxi 17 21 703 119
Vaillant 4 2 96 28
Remeha 3 3 79 22
0
10
20
30
40
50
60
70
Vol. PRV £ks OTS Ks Impact Score
ShareofVoice%
Worcester Bosch Baxi Vaillant Remeha
4. Impact Score by Publication
Summary
The table and chart show that Heating & Plumbing Monthly, Heating
Ventilating & Plumbing and PHAM News had the best total Impact of
coverage, with Builders Merchants Journal and Renewable Energy
Installer having the least.
Baxi easily outperformed all other competitors in H&V News, and had an
equivalent performance in PHAM News. However, we can clearly see
that Worcester Bosch had a very good spread of coverage and was
represented in every publication.
Remeha had slightly better coverage in Heating & Plumbing Monthly
than both Baxi and Vaillant, and had an identical performance (6) to
Worcester Bosch in Heating & Ventilating Review.
Vaillant, like Remeha appeared to focus on just three publications this
month, achieving a slightly better score (15) than Baxi (14) in PHAM
News.
PR Profile by Publication
Page 03
Publication Baxi Remeha Vaillant Worcester
Heating & Plumbing Monthly 7 8 7 24
Heating Ventilating & Plumbing 8 8 29
PHAMNews 14 15 15
H&V News 35 7
Installer 32 7
Registered Gas Engineer 8 15
Professional Heating & Plumbing Installer 8 14
Heating & Ventilating Review 7 6 6
Builders'Merchants News 14
Professional Builders Merchant 6 7
Renewable Energy Installer 9
Builders Merchants journal 7
0 5 10 15 20 25 30 35 40
BMJ
REI
PBM
BMN
HVR
PHPI
RGE
Installer
H&V News
PHAM News
HVP
HPM
5. Impact Score by Publication
PR Profile by News Category
Page 04
Summary
The table and chart show that Baxi had a better performance in publicising its Products and
Services than Worcester Bosch, with a score of 63 against 54. Baxi had better Training-related
coverage than other competitors, and an equivalent performance to Worcester Bosch for
Trade Show items.
Baxi, did not perform as well as its main rival in Thought-Leadership items, and for General
items, where Worcester Bosch had a few items on the Green Deal.
Category Baxi Remeha Vaillant Worcester
Product/Service 63 14 8 54
Thought-Leadership 36 8 55
General 33
Training 15 7
Staff 20
Trade Show 5 5
0 20 40 60 80 100 120 140 160
Trade Show
Staff
Training
General
Thought-Leadership
Product/Service
Total Impact Score
Article Sub-Category Impact Score
Boiler Servicing 8
Company-focused 9
Green Deal 31
Evolution/Revolution Ad Campaign 7
Gas Safety 7
Greenspring Cw047 6
Greenstar CDI Compact 39
installer round table 7
PHEX 5
Renewables 9
Thermostats 8
Underfloor Heating 8
Websites 9
YouTube System Cleansing Video 7
2013 8
Baxi-SenerTec for St Aidan's College 6
Boiler Efficiency Calculator 37
Boilers at Durham University 7
Building Regulations Approved Document 7
DECs 7
East Durham College Training Facility 14
Ecobuild 5
Green Deal 7
Preston College Training Academy 8
Winter Advice 7
Extended Warrantys on boiler ranges 8
Installer workloads 8
New Remeha Gas Eco Pro 6
Ashleys ofFrinton 8
Mark Derbyshire as Commercial Director 20
Baxi
Vaillant
Remeha
Worcester
6. Key Items Summary
Page 05
Product-Service
Baxi focused its efforts almost exclusively on its Boiler Efficiency
Calculator and had a combined score of 37. In addition there was an
item on Boilers at Durham university and Baxi-SenerTec for St Aidan’s
College. Remeha’s items were on extended warranties on its boiler
ranges and a small item on its new Eco Gas Pro, in conjunction with an
ad-campaign.
Worcester Bosch focused primarily on its Greenstar CDI Compact boiler
range (39), and Vaillant had a single item on how its products had been
selected by a local store, Ashleys of Frinton.
Thought-Leadership
Baxi had a Neil Schofield piece on 2013: the year of clarity?, a Jeff
House section on DECs, Simon Osbourne and Jeff House were quoted
on the Green Deal and Simon Osbourne and Andrew Keating were in a
piece on Winter Advice. Remeha had a single full-page Feature on
Installer workloads by Dave Cook.
Worcester Bosch had three Neil Schofield pieces and four for Martyn
Bridges. These were on the topics of gas safety, the Green Deal,
renewables, thermostats, underfloor heating and websites.
Training
Baxi had two items on its East Durham College training facility (14),
and an item on a new training academy at Preston College.
Worcester Bosch, was simply credited for organising a double-page
Installer round-table in HPM (7).
Staff
Vaillant was the only company to have staff-related news this
month. The news that Mark Derbyshire has been appointed as
Commercial Director was posted in three publications (21).
Trade Shows
Simon Osbourne was quoted in a feature on the upcoming Ecobuild
show, and Worcester Bosch was mentioned alongside an item
about PHEX.
7. Advertising Insights
Page 06
Summary
Analysis of advertising activity this month shows that Baxi and Remeha spent approx.
£20k and placed 4 ¼ pages. Baxi placed the majority of its effort into the 5-Year
Warranty ad, and Remeha placed had a cover and full-page ad for its new Remeha
Eco Pro.
Worcester Bosch spent the equivalent of £43k, generating over 13 pages. These ads
were almost entirely the same Evolution-Revolution ad, promoting their Greenstar Cdi
compact and combi boilers.
Vaillant placed two pages, spending approx. £5k promoting a new commercial boiler
for 2013.
Ads by Organisation
Volume Pages £AVE ks
Worcester Bosch 9 13.3 44
Baxi 3 4.25 18
Vaillant 2 2 5
Remeha 2 1.75 2
0
5
10
15
20
25
30
35
40
45
50
Type Vol. £AVE ks
DPS 6 44
Full-Page 3 6
1/4 Page or less 2 2
Inside-Front 2 12
Cover 2 4
Outside-Back 1 2
Advert Description Pages £AVE ks
5 year warranty 4 18
Unlock your earnings potential 0.25 1
Remeha Blue Efficiency - New Remeha Eco Pro 1.75 2
Vaillant Why Vaillant ? Because Vaillant thinks ahead 2 5
Evolution Revolution 13 43
One name. Every heating and hot water solution 0.3 1
Worcester
Baxi
8. Twitter
60%
Blogs &
Forums
30%
Facebook
10%
Social Media Insights
Page 07
Avg. Share of Voice
Facebook & Twitter
We found no evidence of any specific trends or themes of discussion.
Some people made complaints, or were asking for help:
For fuck sake baxi just answer the fucking fone iv been on hold for 25 fucking mins now!!!!! - Link
#answers Can any one help with my problem on a Baxi Solo 3 PF.: Boiler starts and runs but
intermittently shuts ... http://t.co/Jgk446Ph - Link
Anyone need or know anyone that needs a new #boiler? Got some #baxi duotec he #combis with 7
year warranties - Link
Can any 1 come light me pilot light on baxi 80 eco boiler? Dont think its got a button 2 start it?? - Link
Spend an hour driving to a baxi training course, get there and a nice lady comes out offers us a cup
of soup and tells us its tomorrow not today - Link
Some Users tweeted about price rises:
P Smith@Samedealltd Baxi increase in prices tomorrow, boilers by 4% flue etc. by 7% - Link
Just hours too go before the Baxi Boiler prices increase: Link
Some positive and general comments included:
I'm also lucky enough to have various original features in mine, like this fab Baxi fireplace... Link
Day 2. Freezing. Only 2 days to go. On the bright side had 1 hour’s warmth at hosp blowing into a
spirometer. Damn Baxi bless decent boilers - Link
Baxi Boiler working normally after repair by UniC UK: http://tinyurl.com/atv6cj8 - Link
Baxi boiler, I basically just kicked your ass. I am a marvel. I don't need a man or overpriced
engineer!! Winning!!! - Link
Type Vol.
Twitter 95
Blogs & Forums 47
Facebook 15
Website (2+ only) Vol.
twitter.com 95
facebook.com 15
hvac-for-beginners.com 5
article.wn.com 5
ukplumbersforums.co.uk 5
trexfiles.com 4
uk.answers.yahoo.com 5
reviewcentre.com 2
forums.moneysavingexpert.com 2
9. Social Media Insights
Page 08
Blogs & Forums
Several question were posted on Yahoo’s Answers forum, including:
• I've got a Baxi Combi 105 HE ..approx. 5years old. I've had it serviced before, and I
called an engineer out, but was useless... need help please!! - Link
• I know I'm not the only one in this predicament but my duel fuel bill has just gone
through the roof! … My combi boiler is a Baxi 80e or 105e - Link
• Baxi 80e combi boiler heating not working hot water ok pump ok.? – Link
Several posts and threads were made on the site UK Plumbers Forums, including:
• Baxi 105e – Singing Assembly valve again! – Link
• Replacement of Expansion Vessel on Baxi 105e Instant (Stockport) - Link
• Baxi Bermuda/honywell heating problem – Link
• why is my baxi duo tec 2 combi Ga not letting me set the sensor curve – Link
A couple of posts were made on the Review Centre website:
• "Baxi Combi 133 HE Plus - absolute nightmare"
We had a Baxi Combi 133 HE Plus fitted just over 4 years ago by a Corgi Registered
Plumber (ex British Gas employee). We have had nothing but trouble with it. It was 4
weeks out of Guarantee when we were getting loud banging noises when it fired up. Had
to have burner replaced costing nearly £300 incl labour. Sent old burner off to Baxi but got
no joy from them. After a few months the banging started again. Several visits from
plumber did not fix the problem. Joined British Gas scheme and have now had to have the
burner replaced again..
Still getting banging noise, which is very loud and the neighbours are complaining. Have
had B Gas back again last week, he checked it again and said see how it goes. It is still
happening and is quite scary at night when all is quiet. Surely this must be a design
fault. We have the heating on timer and just leave it to get on with it, so how can it be
something we are doing? I am thinking of getting on to Trading Standards as I think the
Boiler is not fit for purpose – Link
• Review of Baxi Potterton
"BOILER IS WORSE THAN THEIR CUSTOMER SERVICE“ - The boiler is very bad and
customer service is even worse. I have waited 2 hours to speak to technical service and
there was no response – Link
A couple of threads were posted on Money Saving Expert:
• Question on the Condensing function of my LPG boiler
I have a Baxi condenser boiler fitted into a property that we have been in for a few
months. Have a big LPG tank in the garden and trying to get the place set up for heating
without costing too much. Proving difficult, this damn stuff is expensive!! – Link
• Advice please! Potterton Suprima HE 50 boiler - manufacturing fault
I have a Potterton Suprima HE 50 condensing boiler which broke down in Nov. The fan
was replaced, but in Dec it broke down again. Our engineer phoned Baxi who told him
there was a design fault with the flue in earlier models. The flue had a metal component
instead of plastic. Metal corrodes and shouldn't be used with condensing boilers. This
had happened with our boiler and water got into the fan killing it. Despite being out of
warranty, Baxi reluctantly agreed over the phone to either replace the parts themselves
free of charge or reimburse us the cost of getting our engineer to do it. I asked for this in
writing and since then have got NOWHERE. - Link
