啤酒品牌KPI介绍：美国Blue Moon啤酒-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Blue

Moon

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

BlueMoon’s

performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Blue

Moon

ranks

ninth

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Thepopularity

ratingof

BlueMoon

is30%•BlueMoon

ranksfifth

inconsumption•BlueMoon’s

branding

resonates

more

with

Gen

Z•BlueMoon

generally

appealstomen

more

thanwomen•Interms

of

loyalty,Blue

Moon

istenthinthe

United•Among

BlueMoon

enthusiasts,51%

fallundertheStateshigh-income

category•BlueMoon

hasascore

of

25%

for

media

buzz•Among

BlueMoon

fans,35%

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

Blue

Moon

at

81%Brand

profile:

snapshotBrand

performance

of

Blue

Moon

intheUnited

States81%74%30%25%24%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,152,

all

respondents

(awareness),

n=848,

respondents

who

know

the

individual

brand

(popularity),

n=848,

respondents

who

know

theindividual

brand(consumption),

n=206,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=848,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Blue

Moon’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%43%Withthatinmind,when

looking

attheshareofconsumers

who

likeBlue

Moon

bygeneration,

versustheshare

of

beer

drinkers

generally,

we

cansee

thatBlueMoon

islikedby10%

ofBaby

boomers

and

27%of

Gen

Xers,compared

to

thetotalshare

ofbeerdrinkers

9%

and

28%,

respectively.28%27%20%19%ForMillennials

andGen

Z,

43%

and

20%

feel

positivelytowards

Blue

Moon

versus

44%

and19%.

Socurrently,forBlue

Moon,

Gen

Zconnect

most

withtheirbrandcompared

to

theindustryin

general.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=254,

Blue

Moonenthusiast,

n=761,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Blue

Moon

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Blue

Moon

shows

menaremore

likely

to

haveanaffinity

withthebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BlueMoon

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

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

ofmen

likeBlue

Moon

compared

to40%

ofwomen,

whereas

theindustryaverage

forbeer

drinkers

shows

60%

ofmen

drink

beer

compared

to40%

ofwomen.86%3%87%12%

ofBlue

Moon

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongbeer

drinkers

overall.1%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=254,

Blue

Moonenthusiast,n=761,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Blue

Moon

enthusiasts,

51%

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.17%19%Single17%18%44%CoupleSingleparentNuclear51%

ofBlue

Moon

enthusiastsare

fromahigh-income

household,

while

thesharefor

theindustryusers

is44%.BlueMoon’s

brandisgenerally

enjoyedbyconsumers

who

arepartof

anuclearhousehold,

38%

ofBlue

Moonenthusiastshavethiscurrent

livingsituationcompared

to

32%

of

beerdrinkers

generally.51%10%11%38%32%31%25%29%Multi-generational6%5%8%10%ExtendedOther20%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=254,

Blue

Moonenthusiast,

n=761,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Blue

Moon

fans,

35%

claim

that

beer

products

are

part

of

their

everydaylifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?40%

ofconsumers

wholike

BlueMoon

say

theyare

well

informed

when

itcomes

to

beer

and28%

ofthese

userssaythattheycan’timagine

theirlifewithout

beer.

Thiscompares

toanindustryvalueof

35%

and

20%,respectively.How

doespriceaffect

theirdecision?24%

ofconsumers

wholike

BlueMoon

say

alow

priceismore

important

thanhigh

qualitywhen

itcomes

tobeer,

compared

to

anindustryvalueof

21%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to46%

ofconsumers

who

likeBlueMoon,

compared

totheindustryvalueof

38%.Do

beerproductsneed

to

innovateto

stay

relevant?39%

ofconsumers

wholike

BlueMoon

say

beer

products

excite

themwith44%

confirming

theylike

to

try

outnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

32%

and

33%,

respectively.How

important

issustainability

toconsumers?According

to32%

ofconsumers

who

likeBlue

Moon,

sustainability

is

important

when

itcomes

tobeer,compared

to

theindustryvalueof23%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=254,

Blue

Moonenthusiast,

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.1081%

of

Blue

Moon

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandintheUnited

Statesis68%.

Awareness

of

BlueMoon,

however,

isat74%.Awareness30%

ofU.S.

beer

drinkers

saytheylikeBlue

Moon,compared

to

anaverage

beer

brand

popularity

of23%.24%

ofbeer

drinkers

intheUnited

Statessay

theydrinkBlue

Moon,

with

theaverage

consumption

of

abrandat19%.BuzzPopularity81%

ofBlue

Moon

drinkers

saythey

would

consumethebrandagaincompared

to

anaverage

loyalty

scoreof

78%.BlueMoon

hasbeen

seen

more

inthemedia

thanother

brands,with

a“Buzz”score

of25%

compared

to21%.LoyaltyBlueMoonUsageSooverall,

theresults

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=848,

respondents

who

know

the

individual

brand

(popularity),

n=848,

respondents

who

know

theindividual

brand(consumption),

n=206,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=848,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Blue

Moon

ranks

ninth

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBlueMoonRank#

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%2BudLightBudweiserHeinekenMiller26%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Coors7MichelobBusch74%8Outofallrespondents,

74%

were

aware

of

BlueMoon.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.9BlueMoonModeloAwarenessN/A1012

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

Blue

Moon

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBlueMoonRank#

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

BreweryHeinekenGuinnessModelo30%34Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

BlueMoon.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.56770%89CoorsPopularityN/A10Dos

Equis13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=848,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Blue

Moon

ranks

fifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofBlueMoonRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Corona24%2BudLightBrooklyn

BreweryBudweiserBlueMoonHeinekenModelo30%330%Outofconsumers

who

knew

thebrand,

24%

saidtheyconsumed

Blue

Moon.

Thisranksthemfifth

comparedtootherbrandssurveyed

inthismarket.426%524%622%720%76%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=848,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Blue

Moon

is

tenth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBlueMoon’s

consumersRank#

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's19%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%8StellaArtoisNew

Belgium

BrewingBlueMoon83%81%983%Outofrespondents

whohaveconsumed

Blue

Moon,81%

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=206,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Blue

Moon

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBlueMoonRank#

BrandBuzz%45%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BudLightBudweiserBrooklyn

BreweryCorona237%25%333%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutBlue

Moon

inthemedia.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.432%5Coors26%6BlueMoonModelo25%723%75%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=848,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlock