啤酒品牌KPI介紹：英國(guó)佩羅尼(Peroni Nastro Azzurro)啤酒-外文版培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Peroni

NastroAzzurro

in

the

United

KingdomConsumer

InsightsMarch2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

market

impactIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrand’sperformance

againsttheindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeOurdataallows

you

tomeasure

each

brand’sposition

Regions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKinthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Numberofrespondents:

approx.

3,720Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Peroni

NastroAzzurro’sperformance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Peroni

Nastro

Azzurro

ranks

outside

the

Top

10

in

awareness

within

the

beermarketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Thepopularity

ratingof

Peroni

Nastro

Azzurro

is30%?Peroni

NastroAzzurro

ranksninthinconsumption?Peroni

NastroAzzurro’s

branding

resonates

morewith

Gen

X?Peroni

NastroAzzurro

generally

appealstomenmore

than

women?Interms

of

loyalty,Peroni

Nastro

Azzurrois

fourthinthe

United

Kingdom?Among

Peroni

Nastro

Azzurro

enthusiasts,43%

fallunderthe

high-income

category?Peroni

NastroAzzurro

hasascore

of12%

formediabuzz?Among

Peroni

Nastro

Azzurro

fans,24%

claimthatbeer

products

arepartof

theireveryday

life3CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Peroni

Nastro

Azzurro

at

83%Brand

profile:

snapshotBrand

performance

of

Peroni

Nastro

AzzurrointheUnited

Kingdom83%75%30%23%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=916,

respondents

who

know

the

individual

brand

(popularity),

n=916,

respondents

who

know

theindividual

brand(consumption),

n=213,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=916,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Peroni

Nastro

Azzurro’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%35%

35%Withthatinmind,when

looking

attheshareofconsumers

who

likePeroni

Nastro

Azzurrobygeneration,

versus

theshareof

beer

drinkers

generally,we

cansee

thatPeroni

Nastro

Azzurro

islikedby10%of

Babyboomers

and

40%

of

Gen

Xers,

compared

tothetotal

shareof

beer

drinkers

9%

and

34%,respectively.34%22%16%ForMillennials

andGen

Z,

35%

and

16%

feel

positivelytowards

Peroni

Nastro

Azzurroversus

35%

and22%.Socurrently,

forPeroni

NastroAzzurro,

Gen

Xconnectmost

with

theirbrandcompared

totheindustryingeneral.10%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=271,

PeroniNastroAzzurroenthusiast,

n=933,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Peroni

Nastro

Azzurro

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Peroni

NastroAzzurroshows

men

aremore

likely

tohaveanaffinity

with

thebrand

over

women.7%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Peroni

NastroAzzurro

hasasimilar

proportion

of

LGBTQIA+45%55%49%51%51%

ofmen

likePeroni

NastroAzzurrocompared

to

49%

of

women,

whereasthe

industryaverage

forbeer

drinkersshows

55%

of

men

drinkbeer

comparedto45%

of

women.91%87%consumers

when

compared

totheindustryuser

ingeneral.7%

of

Peroni

Nastro

Azzurro

enthusiastsconsider

themselves

tobepartof

theLGBTQIA+

community

compared

to9%among

beer

drinkers

overall.3%4%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beer,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=271,

PeroniNastroAzzurroenthusiast,

n=933,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Peroni

Nastro

Azzurro

enthusiasts,

43%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

theindustry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthenumber

ofchildren.20%20%Single37%24%20%43%CoupleSingleparentNuclear43%

ofPeroni

Nastro

Azzurroenthusiastsare

from

ahigh-incomehousehold,

while

thesharefortheindustryusers

is37%.Peroni

NastroAzzurro’s

brandisgenerally

enjoyed

byconsumers

whoarepartof

acouple

household,

24%

ofPeroni

NastroAzzurro

enthusiastshavethiscurrent

living

situationcompared

to20%

ofbeer

drinkers

generally.9%10%31%31%34%29%36%Multi-generational3%2%10%13%ExtendedOther21%3%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=271,

PeroniNastroAzzurro

enthusiast,

n=933,

beer

drinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Peroni

Nastro

Azzurro

fans,

24%

claim

that

beer

products

are

part

oftheir

everyday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?35%

ofconsumers

wholike

Peroni

Nastro

Azzurro

saythey

arewell

informed

when

itcomes

tobeer

and

28%

ofthese

users

say

thatthey

can’timaginetheirlifewithout

beer.

Thiscompares

to

anindustryvalueof26%

and23%,

respectively.How

doespriceaffect

theirdecision?13%

ofconsumers

wholike

Peroni

Nastro

Azzurro

sayalow

price

ismore

important

thanhighquality

when

itcomes

to

beer,

compared

toanindustryvalueof17%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to41%

ofconsumers

who

likePeroni

NastroAzzurro,

compared

to

theindustryvalueof35%.Do

beerproductsneed

to

innovateto

stay

relevant?33%

ofconsumers

wholike

Peroni

Nastro

Azzurro

saybeer

products

excite

themwith

44%

confirming

theyliketotryoutnew

andinnovativebeer

products.

For

thegeneral

industryuser,

thisis28%

and

33%,

respectively.How

important

issustainability

toconsumers?According

to20%

ofconsumers

who

likePeroni

Nastro

Azzurro,

sustainability

is

importantwhen

itcomes

tobeer,

compared

to

theindustryvalueof18%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=271,

PeroniNastroAzzurro

enthusiast,

n=933,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1083%

of

Peroni

Nastro

Azzurro

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandintheUnited

Kingdom

is

77%.

Awareness

ofPeroni

NastroAzzurro,

however,

isat75%.Awareness30%

ofUK

beer

drinkers

saytheylikePeroni

NastroAzzurro,

compared

to

anaverage

beer

brandpopularity

of26%.23%

ofbeer

drinkers

intheUnited

Kingdom

say

theydrinkPeroni

Nastro

Azzurro,

withtheaverageconsumption

ofabrandat21%.BuzzPopularity83%

ofPeroni

Nastro

Azzurro

drinkers

saythey

wouldconsume

thebrandagain

compared

to

anaverageloyalty

score

of79%.Peroni

NastroAzzurro

hasbeen

seen

similarinthemedia

thanotherbrands,with

a“Buzz”

score

of

12%compared

to

13%.LoyaltyPeroniNastroAzzurroUsageSooverall,

theresults

showtheir

performance

tobeaverage

compared

tothe

industry.Industryaverage11

Notes:Sources:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=916,

respondents

who

know

the

individual

brand

(popularity),

n=916,

respondents

who

know

theindividual

brand(consumption),

n=213,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=916,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Peroni

Nastro

Azzurro

ranks

outside

the

Top

10

in

awareness

within

the

beermarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPeroni

Nastro

AzzurroRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1BudweiserGuinness92%92%91%91%90%90%89%88%85%83%225%3HeinekenStellaArtoisCarlsbergCorona45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Carling75%8Foster'sOutofallrespondents,

75%

were

aware

of

PeroniNastro

Azzurro.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9SanMiguelKronenbourg

1664AwarenessN/A1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,222,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

PeroniNastro

Azzurro

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPeroni

Nastro

AzzurroRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Birra

Moretti36%34%32%30%30%30%28%28%27%26%2BudweiserCorona30%34SanMiguelStellaArtoisPeroni

Nastro

AzzurroHeinekenOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

Peroni

NastroAzzurro.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.56770%8Madrí

ExcepcionalAmstel9PopularityN/A10Carling13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=916,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Peroni

Nastro

Azzurro

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofPeroni

Nastro

AzzurroRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Birra

Moretti23%2BudweiserCorona31%328%Outofconsumers

who

knew

thebrand,

23%

saidtheyconsumed

Peroni

Nastro

Azzurro.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.4StellaArtoisMadrí

ExcepcionalSanMiguelCarling25%525%623%723%77%8Heineken23%9Peroni

Nastro

AzzurroAmstel23%UsageN/A1022%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=916,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Peroni

Nastro

Azzurro

is

fourth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPeroni

Nastro

Azzurro’sconsumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumption

ofabrandinthelast12

months,thenext

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsintocustomer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Staropramen17%2StellaArtois85%3Madrí

ExcepcionalPeroni

Nastro

AzzurroKronenbourg

1664Birra

MorettiSanMiguel83%483%582%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.781%8Heineken80%83%9Guinness79%Outofrespondents

whohaveconsumed

PeroniNastro

Azzurro,83%

saidthey

would

usethebrandagain.LoyaltyN/A10Amstel78%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=213,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Peroni

Nastro

Azzurro

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPeroni

Nastro

AzzurroRank#

BrandBuzz%25%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Birra

Moretti12%2BudweiserGuinnessHeinekenCarlsbergCoors24%321%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutPeroni

Nastro

Azzurro

inthe

media.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.416%516%615%7StellaArtoisFoster's15%815%88%9Carling13%BuzzN/A10Madrí

Excepcional13%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=916,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresults