啤酒品牌KPI介紹：墨西哥Brahma啤酒-外文版培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Brahma

inMexicoConsumer

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

Brahma’s

performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Brahma

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Brahma’s

branding

resonates

more

with

Millennials?Thepopularity

ratingof

Brahma

is11%?Brahma

generally

appealstomen

more

than

women

?Brahma

ranksoutsidethe

Top

10

inconsumption?Among

Brahma

enthusiasts,35%

fallunderthe

high-

?Interms

of

loyalty,Brahma

isoutsidetheTop10

inincome

categoryMexico?Among

Brahma

fans,26%

claimthatbeer

products?Brahma

hasascore

of11%

formedia

buzzarepartof

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

Brahma

at

70%Brand

profile:

snapshotBrand

performance

of

Brahma

inMexico70%29%11%11%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,218,

all

respondents

(awareness),

n=356,

respondents

who

know

the

individual

brand

(popularity),

n=356,

respondents

who

know

theindividual

brand(consumption),

n=23,

respondents

who

have

consumed

the

individual

brand(loyalty),

n=356,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Brahma’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations56%Withthatinmind,when

looking

attheshareofconsumers

who

likeBrahma

by

generation,

versus

theshareof

beer

drinkers

generally,

we

cansee

thatBrahma

islikedby0%

ofBaby

boomers

and26%

ofGen

Xers,

compared

tothetotal

shareof

beer

drinkers4%

and

23%,

respectively.42%31%26%23%ForMillennials

andGen

Z,

56%

and

18%

feel

positivelytowards

Brahma

versus42%

and31%.

Socurrently,forBrahma,

Millennials

connect

most

with

theirbrandcompared

to

theindustryin

general.18%4%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=39,Brahmaenthusiast,

n=1,098,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Brahma

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Brahma

shows

men

aremore

likely

tohaveanaffinity

with

thebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Brahma

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.46%54%47%53%54%

ofmen

likeBrahma

compared

to46%

ofwomen,

whereas

theindustryaverage

forbeer

drinkers

shows

53%

ofmen

drink

beer

compared

to47%

ofwomen.92%90%5%

of

Brahma

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongbeer

drinkers

overall.3%3%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=39,

Brahmaenthusiast,n=1,098,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Brahma

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

theindustry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthenumber

ofchildren.3%6%Single36%35%8%13%CoupleSingleparentNuclear35%

ofBrahma

enthusiastsare

fromahigh-income

household,

while

the

sharefortheindustryusersis

36%.Brahma’s

brandisgenerally

enjoyed

byconsumers

who

arepartof

anuclearhousehold,

56%

ofBrahma

enthusiastshavethiscurrent

livingsituationcompared

to

38%

of

beer

drinkersgenerally.10%7%32%33%56%32%38%Multi-generational5%9%18%24%32%ExtendedOther0%2%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=39,

Brahmaenthusiast,

n=1,098,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Brahma

fans,

26%

claim

that

beer

products

are

part

of

their

everyday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?74%

ofconsumers

wholike

Brahma

saythey

arewell

informed

when

itcomes

tobeer

and33%

ofthese

userssaythattheycan’timagine

theirlifewithout

beer.

Thiscompares

toanindustryvalueof

34%

and

18%,respectively.How

doespriceaffect

theirdecision?18%

ofconsumers

wholike

Brahma

sayalow

price

ismore

important

thanhighqualitywhen

itcomes

to

beer,compared

to

anindustryvalueof7%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to56%

ofconsumers

who

likeBrahma,

compared

totheindustryvalueof

51%.Do

beerproductsneed

to

innovateto

stay

relevant?56%

ofconsumers

wholike

Brahma

saybeer

productsexcite

them

with46%

confirming

theylike

to

try

outnewandinnovativebeer

products.

Forthegeneral

industryuser,

thisis35%

and

47%,

respectively.How

important

issustainability

toconsumers?According

to33%

ofconsumers

who

likeBrahma,

sustainability

is

important

when

itcomes

to

beer,

comparedtothe

industryvalueof

17%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=39,

Brahmaenthusiast,

n=1,098,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1070%

of

Brahma

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandinMexico

is81%.

Awareness

of

Brahma,however,

is

at28%.Awareness11%

ofMexican

beer

drinkerssay

theylike

Brahma,compared

to

anaverage

beer

brand

popularity

of39%.6%

of

beer

drinkers

inMexico

say

theydrink

Brahma,with

the

average

consumption

of

abrandat32%.BuzzPopularity70%

ofBrahma

drinkers

saytheywould

consume

thebrandagaincompared

toanaverage

loyalty

score

of77%.Brahma

hasbeen

seen

lessinthemedia

than

otherbrands,with

a“Buzz”score

of

11%

compared

to35%.Sooverall,

theresults

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrahmaUsageIndustryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,218,

all

respondents

(awareness),

n=356,

respondents

who

know

the

individual

brand

(popularity),

n=356,

respondents

who

know

theindividual

brand(consumption),

n=23,

respondents

who

have

consumed

the

individual

brand(loyalty),

n=356,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Brahma

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBrahmaRank#

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.1CoronaModeloTecate98%98%98%97%97%96%96%96%92%80%229%34Dos

EquisSol5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6HeinekenVictoriaIndio771%8Outofallrespondents,

28%

were

aware

of

Brahma.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.9Carta

BlancaPacificoAwarenessN/A1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,218,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Brahma

is

11%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBrahmaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1CoronaModeloVictoriaHeinekenTecate62%57%52%51%47%43%40%38%36%28%11%234Outofconsumers

who

knew

thebrand,

11%

saidtheyliked

Brahma.

This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56Dos

EquisIndio78BohemiaPacificoSol89%9PopularityN/A1013

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=356,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Brahma

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofBrahmaRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.6%1Corona2ModeloVictoriaHeinekenTecate51%347%Outofconsumers

who

knew

thebrand,

6%

saidtheyconsumed

Brahma.

Thisranksthemoutside

theTop10

compared

toother

brandssurveyed

inthismarket.443%542%6Dos

EquisIndio37%732%8BohemiaPacificoCarta

Blanca30%927%94%UsageN/A1026%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=356,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Brahma

is

outside

the

Top

10

inMexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBrahma’s

consumersRank#

BrandLoyalty

%86%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.1VictoriaModeloHeinekenTecate282%30%382%480%5CoronaBohemiaPacificoDos

EquisSol80%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.780%70%878%975%Outofrespondents

whohaveconsumed

Brahma,

70%saidthey

would

usethebrand

again.LoyaltyN/A10Indio75%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=23,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Brahma

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBrahmaRank#

BrandBuzz%61%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CoronaHeinekenTecate11%260%354%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutBrahma

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4ModeloDos

EquisVictoriaIndio53%547%639%736%8PacificoCarta

BlancaSol28%89%928%BuzzN/A1027%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=356,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunit