啤酒品牌KPI介绍：英国喜力啤酒Heineken-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Heineken

in

theUnited

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

Heineken’s

performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Heineken

ranks

third

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Heineken’s

brandingresonates

more

with

Millennials

•Thepopularity

ratingof

Heineken

is

28%•Heineken

generally

appealsto

men

more

than•Heineken

rankseighthinconsumptionwomen•Interms

of

loyalty,Heineken

iseighth

inthe

United•Among

Heineken

enthusiasts,37%

fallundertheKingdomhigh-income

category•Heineken

hasascore

of

16%

formedia

buzz•Among

Heineken

fans,26%

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

Heineken

at

91%Brand

profile:

snapshotBrand

performance

of

Heineken

inthe

UnitedKingdom91%80%29%23%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=1,117,

respondents

who

know

the

individual

brand

(popularity),

n=1,117,

respondents

who

knowthe

individual

brand

(consumption),

n=260,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,117,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Heineken’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%35%34%Withthatinmind,when

looking

attheshareofconsumers

who

likeHeineken

bygeneration,

versustheshare

of

beer

drinkers

generally,

we

cansee

thatHeineken

islikedby9%

of

Babyboomers

and

30%

ofGen

Xers,

compared

tothetotal

shareof

beer

drinkers9%

and

34%,

respectively.30%23%22%ForMillennials

andGen

Z,

38%

and

23%

feel

positivelytowards

Heineken

versus

35%

and

22%.

Socurrently,forHeineken,

Millennials

connect

most

withtheirbrandcompared

tothe

industryingeneral.9%

9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=323,

Heineken

enthusiast,

n=933,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Heineken

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Heineken

shows

men

aremore

likely

tohaveanaffinity

with

thebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Heineken

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.37%63%45%55%63%

ofmen

likeHeineken

compared

to37%

ofwomen,

whereas

theindustryaverage

forbeer

drinkers

shows

55%

ofmen

drink

beer

compared

to45%

ofwomen.86%87%10%

ofHeineken

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongbeer

drinkers

overall.4%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=323,

Heineken

enthusiast,n=933,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Heineken

enthusiasts,

37%

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.20%20%Single37%37%20%20%CoupleSingleparentNuclear37%

ofHeineken

enthusiastsarefrom

ahigh-income

household,

while

the

sharefortheindustryusersis

37%.Heineken’s

brand

is

generally

enjoyedbyconsumers

who

arepartof

anuclearhousehold,

34%

ofHeinekenenthusiastshavethiscurrent

livingsituationcompared

to

31%

of

beerdrinkers

generally.8%10%34%31%34%29%38%Multi-generational3%2%11%13%ExtendedOther25%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=323,

Heineken

enthusiast,

n=933,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Heineken

fans,

26%

claim

that

beer

products

are

part

of

their

everydaylifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?33%

ofconsumers

wholike

Heineken

say

theyare

well

informed

when

itcomes

to

beer

and

30%

of

theseuserssaythattheycan’timagine

theirlifewithout

beer.

Thiscompares

toanindustryvalueof

26%

and

23%,respectively.How

doespriceaffect

theirdecision?19%

ofconsumers

wholike

Heineken

say

alow

price

ismore

important

thanhigh

qualitywhen

itcomes

tobeer,compared

to

anindustryvalueof17%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to41%

ofconsumers

who

likeHeineken,

compared

to

theindustryvalueof

35%.Do

beerproductsneed

to

innovateto

stay

relevant?40%

ofconsumers

wholike

Heineken

say

beer

products

excite

themwith

40%

confirming

they

liketotryoutnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

28%

and

33%,

respectively.How

important

issustainability

toconsumers?According

to24%

ofconsumers

who

likeHeineken,

sustainabilityisimportant

when

itcomes

tobeer,

comparedtothe

industryvalueof

18%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=323,

Heineken

enthusiast,

n=933,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1080%

of

Heineken

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandintheUnited

Kingdom

is

77%.

Awareness

ofHeineken,

however,

is

at91%.Awareness28%

ofUK

beer

drinkers

saytheylikeHeineken,compared

to

anaverage

beer

brand

popularity

of26%.23%

ofbeer

drinkers

intheUnited

Kingdom

say

theydrinkHeineken,

with

theaverage

consumption

of

abrandat21%.BuzzPopularity80%

ofHeineken

drinkers

say

theywould

consume

thebrandagaincompared

toanaverage

loyalty

score

of79%.Heineken

hasbeen

seen

more

inthe

media

thanotherbrands,with

a“Buzz”score

of

16%

compared

to13%.LoyaltyHeinekenUsageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.Industryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=1,117,

respondents

who

know

the

individual

brand

(popularity),

n=1,117,

respondents

who

knowthe

individual

brand

(consumption),

n=260,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,117,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Heineken

ranks

third

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHeinekenRank#

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.9%1BudweiserGuinness92%92%91%91%90%90%89%88%85%83%23HeinekenStellaArtoisCarlsbergCorona45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Carling8Foster'sOutofallrespondents,

91%

were

aware

of

Heineken.Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.91%N/A9SanMiguelKronenbourg

1664Awareness1012

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

Heineken

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHeinekenRank#

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%2BudweiserCorona29%34SanMiguelStellaArtoisPeroni

Nastro

AzzurroHeinekenOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

Heineken.

Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.56771%8Madrí

ExcepcionalAmstel9PopularityN/A10Carling13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,117,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofMarch2024Heineken

ranks

eighth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHeinekenRank#

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

Heineken.

Thisranksthemeighthcompared

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=1,117,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Heineken

is

eighth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHeineken’s

consumersRank#

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.1Staropramen20%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%80%9Guinness79%Outofrespondents

whohaveconsumed

Heineken,80%

saidthey

would

usethebrand

again.LoyaltyN/A10Amstel78%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=260,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Heineken

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHeinekenRank#

BrandBuzz%25%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Birra

Moretti16%2BudweiserGuinnessHeinekenCarlsbergCoors24%321%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutHeineken

inthemedia.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.416%516%615%7StellaArtoisFoster's15%815%84%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=1,117,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

and