啤酒品牌KPI介绍：印度福佳啤酒Hoegaarden-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Hoegaarden

inIndiaConsumer

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

Hoegaarden’s

performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Hoegaarden

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Thepopularity

ratingof

Hoegaarden

is24%•Hoegaarden

ranksoutside

the

Top

10

inconsumption•Interms

of

loyalty,Hoegaarden

isfifthinIndia•Hoegaarden

hasascore

of

19%

formedia

buzz•Hoegaarden’s

brandingresonates

more

withMillennials•Hoegaarden

generally

appealsto

men

more

thanwomen•Among

Hoegaarden

enthusiasts,42%

fallunderthehigh-income

category•Among

Hoegaarden

fans,50%

claimthatbeerproducts

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

Hoegaarden

at

78%Brand

profile:

snapshotBrand

performance

of

Hoegaarden

inIndia78%46%24%20%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,124,

all

respondents

(awareness),

n=521,

respondents

who

know

the

individual

brand

(popularity),

n=521,

respondents

who

know

theindividual

brand(consumption),

n=106,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=521,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Hoegaarden’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations55%52%Withthatinmind,when

looking

attheshareofconsumers

who

likeHoegaarden

bygeneration,

versustheshare

of

beer

drinkers

generally,

we

cansee

thatHoegaarden

islikedby0%

of

Babyboomers

and15%of

Gen

Xers,compared

to

thetotalshare

ofbeerdrinkers

0%

and

15%,

respectively.33%29%ForMillennials

andGen

Z,

55%

and

28%

feel

positivelytowards

Hoegaarden

versus

52%

and

33%.

Socurrently,

forHoegaarden,

Millennials

connect

mostwith

theirbrandcompared

tothe

industryingeneral.15%

15%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=123,

Hoegaardenenthusiast,

n=964,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Hoegaardengenerally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Hoegaarden

shows

menaremore

likely

to

haveanaffinity

withthebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof16%77%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Hoegaarden

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.24%37%63%37%63%63%

ofmen

likeHoegaarden

comparedto37%

of

women,

whereas

theindustryaverage

forbeer

drinkers

shows

63%

ofmen

drink

beer

compared

to37%

ofwomen.71%24%

ofHoegaarden

enthusiastsconsider

themselves

tobepartof

theLGBTQIA+

community

compared

to16%among

beer

drinkers

overall.7%5%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=123,

Hoegaardenenthusiast,

n=964,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Hoegaarden

enthusiasts,

42%

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.6%4%Single39%6%6%42%CoupleSingleparentNuclear42%

ofHoegaarden

enthusiastsarefrom

ahigh-income

household,

whiletheshare

forthe

industryusers

is

39%.Hoegaarden’s

brand

is

generallyenjoyed

by

consumers

whoare

partofamulti-generational

household,

33%

ofHoegaarden

enthusiastshavethiscurrent

living

situationcompared

to29%

ofbeer

drinkers

generally.10%6%17%23%33%28%33%Multi-generational33%29%28%31%ExtendedOther24%0%1%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=123,

Hoegaardenenthusiast,

n=964,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Hoegaarden

fans,

50%

claim

that

beer

products

are

part

of

theireveryday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?52%

ofconsumers

wholike

Hoegaarden

saythey

arewell

informed

when

itcomes

to

beer

and

41%

of

theseusers

saythatthey

can’timaginetheir

lifewithout

beer.

Thiscompares

to

anindustryvalueof

45%

and

24%,respectively.How

doespriceaffect

theirdecision?51%

ofconsumers

wholike

Hoegaarden

sayalow

price

ismore

important

thanhighquality

when

itcomes

tobeer,

compared

to

anindustryvalueof

28%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to47%

ofconsumers

who

likeHoegaarden,

compared

to

theindustryvalueof42%.Do

beerproductsneed

to

innovateto

stay

relevant?63%

ofconsumers

wholike

Hoegaarden

saybeer

products

excite

themwith

56%

confirming

they

liketotryoutnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

48%

and

47%,

respectively.How

important

issustainability

toconsumers?According

to53%

ofconsumers

who

likeHoegaarden,

sustainabilityisimportant

when

itcomes

tobeer,compared

to

theindustryvalueof38%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=123,

Hoegaardenenthusiast,

n=964,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1078%

of

Hoegaarden

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandinIndia

is

65%.

Awareness

of

Hoegaarden,however,

is

at46%.Awareness24%

ofIndianbeer

drinkers

saytheylikeHoegaarden,compared

to

anaverage

beer

brand

popularity

of42%.20%

ofbeer

drinkers

inIndiasaythey

drinkHoegaarden,

with

the

average

consumption

of

abrandat36%.BuzzPopularity78%

ofHoegaarden

drinkers

say

theywould

consumethebrandagaincompared

to

anaverage

loyalty

scoreof

78%.Hoegaarden

hasbeen

seen

less

inthemedia

thanother

brands,with

a“Buzz”score

of19%

compared

to35%.LoyaltyHoegaardenUsageSooverall,

theresults

showtheir

performance

tobebelow

average

compared

to

theindustry.Industryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,124,

all

respondents

(awareness),

n=521,

respondents

who

know

the

individual

brand

(popularity),

n=521,

respondents

who

know

theindividual

brand(consumption),

n=106,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=521,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Hoegaarden

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHoegaardenRank#

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.1KingfisherTuborg93%80%78%72%72%70%70%66%61%59%23Haywards

5000CarlsbergBudweiserGodfatherHeinekenCorona446%554%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

46%

were

aware

ofHoegaarden.

ThisranksthemoutsidetheTop

10compared

to

other

brandssurveyed

inthismarket.9Foster'sAwarenessN/A10Knockout12

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,124,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Hoegaarden

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHoegaardenRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1KingfisherBudweiserCarlsbergTuborg74%60%52%51%44%42%41%39%38%37%24%234Outofconsumers

who

knew

thebrand,

24%

saidtheyliked

Hoegaarden.

ThisranksthemoutsidetheTop

10compared

to

other

brandssurveyed

inthismarket.5HeinekenHaywards

5000Corona6776%8GodfatherBira

919PopularityN/A10Foster's13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=521,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Hoegaarden

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHoegaardenRank#

BrandUsage

%68%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1KingfisherBudweiserTuborg20%253%349%Outofconsumers

who

knew

thebrand,

20%

saidtheyconsumed

Hoegaarden.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4CarlsbergHaywards

5000HeinekenBira

9145%538%638%736%8Corona35%80%9GodfatherFoster's31%UsageN/A1028%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=521,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Hoegaarden

is

fifth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHoegaarden’s

consumersRank#

BrandLoyalty

%89%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.1KingfisherBudweiserTuborg22%286%384%4Bira

9183%5HoegaardenCarlsbergHeinekenHaywards

5000Okocim78%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.778%876%78%974%Outofrespondents

whohaveconsumed

Hoegaarden,78%

saidthey

would

usethebrand

again.LoyaltyN/A10Knockout74%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=106,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Hoegaarden

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHoegaardenRank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1KingfisherCarlsbergBudweiserTuborg19%249%349%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutHoegaarden

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.440%5Haywards

5000Bira

9138%637%7HeinekenCorona37%834%81%9GodfatherFoster's33%BuzzN/A1028%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=521,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

an