啤酒品牌KPI介紹：美國百威Budweiser啤酒-外文版培訓課件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Bud

Light

in

theUnited

StatesConsumer

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

BudLight’sperformance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Bud

Light

ranks

second

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Thepopularity

ratingof

BudLight

is

33%?BudLightrankssecond

inconsumption?BudLight’sbrandingresonates

more

withGen

Z?BudLightgenerally

appealsto

men

more

thanwomen?Interms

of

loyalty,BudLightisoutside

the

Top

10

in?Among

BudLight

enthusiasts,44%

fallunderthethe

United

Stateshigh-income

category?BudLighthasascore

of

45%

formedia

buzz?Among

BudLight

fans,34%

claimthatbeer

productsarepartof

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.4Awareness

is

the

highest

scoring

KPI

for

Bud

Light

at

87%Brand

profile:

snapshotBrand

performance

of

BudLightintheUnited

States87%76%45%33%30%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,152,

all

respondents

(awareness),

n=998,

respondents

who

know

the

individual

brand

(popularity),

n=998,

respondents

who

know

theindividual

brand(consumption),

n=303,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=998,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Bud

Light’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%44%Withthatinmind,when

looking

attheshareofconsumers

who

likeBudLightbygeneration,

versustheshare

of

beer

drinkers

generally,

we

cansee

thatBudLightislikedby6%

of

Babyboomers

and

25%

ofGen

Xers,

compared

tothetotal

shareof

beer

drinkers9%

and

28%,

respectively.28%25%22%19%ForMillennials

andGen

Z,

47%

and

22%

feel

positivelytowards

BudLightversus

44%

and

19%.

Socurrently,forBudLight,Gen

Zconnect

most

with

theirbrandcompared

to

theindustryin

general.9%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=334,

BudLight

enthusiast,

n=761,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Bud

Light

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

BudLightshows

men

aremore

likely

tohaveanaffinity

with

thebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof13%11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BudLighthasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.40%60%40%60%60%

ofmen

likeBudLightcompared

to40%

ofwomen,

whereas

theindustryaverage

forbeer

drinkers

shows

60%

ofmen

drink

beer

compared

to40%

ofwomen.85%13%

ofBud

Light

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

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=334,

Bud

Light

enthusiast,n=761,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Bud

Light

enthusiasts,

44%

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.16%19%Single13%18%44%44%CoupleSingleparentNuclear44%

ofBud

Light

enthusiastsarefrom

ahigh-income

household,

while

the

sharefortheindustryusersis

44%.BudLight’sbrandis

generally

enjoyedbyconsumers

who

arepartof

anuclearhousehold,

38%

ofBud

Lightenthusiastshavethiscurrent

livingsituationcompared

to

32%

of

beerdrinkers

generally.14%11%38%32%28%31%25%Multi-generational5%5%9%10%ExtendedOther28%5%5%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=334,

BudLight

enthusiast,

n=761,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Bud

Light

fans,

34%

claim

that

beer

products

are

part

of

their

everydaylifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?42%

ofconsumers

wholike

BudLightsay

theyare

well

informed

when

itcomes

to

beer

and

22%

of

theseuserssaythattheycan’timagine

theirlifewithout

beer.

Thiscompares

toanindustryvalueof

35%

and

20%,respectively.How

doespriceaffect

theirdecision?24%

ofconsumers

wholike

BudLightsay

alow

priceismore

important

thanhigh

qualitywhen

itcomes

tobeer,compared

to

anindustryvalueof21%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to39%

ofconsumers

who

likeBudLight,compared

to

theindustryvalueof

38%.Do

beerproductsneed

to

innovateto

stay

relevant?37%

ofconsumers

wholike

BudLightsay

beer

products

excite

themwith

38%

confirming

they

liketotryoutnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

32%

and

33%,

respectively.How

important

issustainability

toconsumers?According

to30%

ofconsumers

who

likeBudLight,sustainabilityisimportant

when

itcomes

tobeer,

comparedtothe

industryvalueof

23%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=334,

Bud

Light

enthusiast,

n=761,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1076%

of

Bud

Light

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandintheUnited

Statesis68%.

Awareness

of

BudLight,however,

is

at87%.Awareness33%

ofU.S.

beer

drinkers

saytheylikeBudLight,compared

to

anaverage

beer

brand

popularity

of23%.30%

ofbeer

drinkers

intheUnited

Statessay

theydrinkBudLight,with

theaverage

consumption

of

abrandat19%.BuzzPopularity76%

ofBud

Light

drinkers

say

theywould

consume

thebrandagaincompared

toanaverage

loyalty

score

of78%.BudLighthasbeen

seen

more

inthemedia

than

otherbrands,with

a“Buzz”score

of

45%

compared

to21%.LoyaltyBudLightUsageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.Industryaverage11

Notes:Sources:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,152,

all

respondents

(awareness),

n=998,

respondents

who

know

the

individual

brand

(popularity),

n=998,

respondents

who

know

theindividual

brand(consumption),

n=303,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=998,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Bud

Light

ranks

second

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBudLightRank#

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.1Corona87%87%85%85%80%79%77%76%74%73%13%2BudLightBudweiserHeinekenMiller345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Coors7MichelobBusch8Outofallrespondents,

87%

were

aware

of

BudLight.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.87%N/A9BlueMoonModeloAwareness1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,152,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Bud

Light

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBudLightRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Corona35%33%30%30%30%30%24%23%23%21%2BudLightBudweiserBlueMoonBrooklyn

BreweryHeinekenGuinnessModelo33%34Outofconsumers

who

knew

thebrand,

33%

saidtheyliked

BudLight.Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.5667%789CoorsPopularityN/A10Dos

Equis13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=998,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Bud

Light

ranks

second

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofBudLightRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Corona2BudLightBrooklyn

BreweryBudweiserBlueMoonHeinekenModelo30%30%330%Outofconsumers

who

knew

thebrand,

30%

saidtheyconsumed

BudLight.Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.426%524%622%720%70%8GuinnessCoors18%918%UsageN/A10Beck's18%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=998,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Bud

Light

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBudLight’sconsumersRank#

BrandLoyalty

%87%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.1Beck's24%2Yuengling85%3Heineken84%4SamuelAdamsModelo84%583%6BudweiserMichelob83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.783%76%8StellaArtoisNew

Belgium

BrewingBlueMoon83%983%Outofrespondents

whohaveconsumed

Bud

Light,76%

saidthey

would

usethebrand

again.LoyaltyN/A1081%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=303,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Bud

Light

has

a

score

of

45%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBudLightRank#

BrandBuzz%45%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BudLightBudweiserBrooklyn

BreweryCorona237%333%Outofconsumers

who

knew

thebrand,

45%

saidtheyhadheardaboutBud

Lightinthemedia.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.432%45%5Coors26%55%6BlueMoonModelo25%723%8HeinekenDos

EquisBusch23%921%BuzzN/A1019%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=998,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlockn