啤酒品牌KPI介绍：德国沃斯坦Warsteiner-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Warsteiner

inGermanyConsumer

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

Warsteiner’s

performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Warsteiner

ranks

fourth

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Thepopularity

ratingof

Warsteiner

is25%•Warsteiner

rankseighthinconsumption•Warsteiner’s

branding

resonates

more

with

Gen

X•Warsteiner

generally

appealstomen

more

thanwomen•Interms

of

loyalty,Warsteiner

is

ninth

inGermany•Warsteiner

hasascore

of13%

formedia

buzz•Among

Warsteiner

enthusiasts,35%

fallunderthehigh-income

category•Among

Warsteiner

fans,25%

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.4Awareness

is

the

highest

scoring

KPI

for

Warsteiner

at

88%Brand

profile:

snapshotBrand

performance

of

WarsteinerinGermany88%79%25%19%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=1,096,

respondents

who

know

the

individual

brand

(popularity),

n=1,096,

respondents

who

knowthe

individual

brand

(consumption),

n=212,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,096,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Warsteiner’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%Withthatinmind,when

looking

attheshareofconsumers

who

likeWarsteiner

bygeneration,

versustheshare

of

beer

drinkers

generally,

we

cansee

thatWarsteiner

islikedby21%

ofBaby

boomers

and43%of

Gen

Xers,compared

to

thetotalshare

ofbeerdrinkers

13%

and

34%,

respectively.34%33%28%21%20%ForMillennials

andGen

Z,

28%

and

8%

feel

positivelytowards

Warsteiner

versus33%

and20%.

Socurrently,forWarsteiner,

Gen

Xconnect

most

with

theirbrandcompared

to

theindustryin

general.13%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=279,

Warsteinerenthusiast,

n=963,

beer

drinkersConsumer

Insights

Global,

asofMarch2024Sources:Warsteiner

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Warsteiner

shows

menaremore

likely

to

haveanaffinity

withthebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Warsteiner

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.45%55%48%52%52%

ofmen

likeWarsteiner

compared

to48%

ofwomen,

whereas

theindustryaverage

forbeer

drinkers

shows

55%

ofmen

drink

beer

compared

to45%

ofwomen.86%86%7%

of

Warsteiner

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongbeer

drinkers

overall.8%6%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserYesNoNot

given7Notes:“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=279,

Warsteiner

enthusiast,n=963,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Warsteiner

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.28%26%Single35%38%29%28%CoupleSingleparentNuclear35%

ofWarsteiner

enthusiastsare

fromahigh-income

household,

while

thesharefor

theindustryusers

is38%.Warsteiner’s

brandisgenerally

enjoyedbyconsumers

who

arepartof

asinglehousehold,

28%

ofWarsteinerenthusiastshavethiscurrent

livingsituationcompared

to

26%

of

beerdrinkers

generally.9%8%31%25%25%31%32%Multi-generational2%1%4%34%ExtendedOther10%3%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=279,

Warsteinerenthusiast,

n=963,

beer

drinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Warsteiner

fans,

25%

claim

that

beer

products

are

part

of

their

everydaylifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?37%

ofconsumers

wholike

Warsteiner

saythey

arewell

informed

when

itcomes

tobeer

and28%

of

theseusers

saythatthey

can’timaginetheir

lifewithout

beer.

Thiscompares

to

anindustryvalueof

30%

and

22%,respectively.How

doespriceaffect

theirdecision?14%

ofconsumers

wholike

Warsteiner

sayalow

price

ismore

important

thanhighquality

when

itcomes

tobeer,

compared

to

anindustryvalueof

14%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to45%

ofconsumers

who

likeWarsteiner,

compared

totheindustryvalueof

38%.Do

beerproductsneed

to

innovateto

stay

relevant?35%

ofconsumers

wholike

Warsteiner

saybeer

productsexcite

themwith

43%

confirming

theylike

to

tryoutnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

28%

and

31%,

respectively.How

important

issustainability

toconsumers?According

to25%

ofconsumers

who

likeWarsteiner,

sustainability

is

importantwhen

itcomes

to

beer,compared

to

theindustryvalueof21%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=279,

Warsteinerenthusiast,

n=963,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1079%

of

Warsteiner

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandinGermany

is75%.

Awareness

ofWarsteiner,however,

is

at88%.Awareness25%

ofGerman

beer

drinkers

saytheylikeWarsteiner,compared

to

anaverage

beer

brand

popularity

of23%.19%

ofbeer

drinkers

inGermany

saythey

drinkWarsteiner,

with

theaverage

consumption

ofabrandat18%.BuzzPopularity79%

ofWarsteiner

drinkers

saythey

would

consumethebrandagaincompared

to

anaverage

loyalty

scoreof

78%.Warsteiner

hasbeen

seen

similarinthemedia

thanother

brands,with

a“Buzz”score

of13%

compared

to15%.LoyaltyWarsteinerUsageSooverall,

theresults

showtheir

performance

tobeaverage

compared

tothe

industry.Industryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=1,096,

respondents

who

know

the

individual

brand

(popularity),

n=1,096,

respondents

who

knowthe

individual

brand

(consumption),

n=212,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,096,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Warsteiner

ranksfourth

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWarsteinerRank#

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.1Krombacher91%89%88%88%86%84%83%83%83%81%12%2Beck's3BitburgerWarsteinerRadebergerPaulanerVeltins45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678KönigPilsnerHeinekenJeverOutofallrespondents,

88%

were

aware

of

Warsteiner.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.88%N/A9Awareness1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Warsteiner

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWarsteinerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Krombacher34%33%30%28%26%26%26%25%25%23%2Beck's25%3AugustinerBitburgerHeinekenErdingerPaulanerWarsteinerCorona4Outofconsumers

who

knew

thebrand,

25%

saidtheyliked

Warsteiner.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.56775%89PopularityN/A10Astra13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,096,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofMarch2024Warsteiner

ranks

eighth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofWarsteinerRank#

BrandUsage

%28%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Beck's19%2KrombacherAugustinerBitburgerErdingerCorona28%328%Outofconsumers

who

knew

thebrand,

19%

saidtheyconsumed

Warsteiner.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.424%522%621%7HeinekenWarsteinerAstra20%819%81%919%UsageN/A10Paulaner18%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,096,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Warsteiner

is

ninth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWarsteiner’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.1Veltins21%2KrombacherAstra83%382%4ErdingerTyskie82%581%6Pilsner

UrquellPaulanerRothaus80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.780%879%79%9WarsteinerRadeberger79%Outofrespondents

whohaveconsumed

Warsteiner,79%

saidthey

would

usethebrand

again.LoyaltyN/A1079%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=212,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Warsteiner

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWarsteinerRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Krombacher13%2Beck's26%3BitburgerCoronaPaulanerJever25%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutWarsteiner

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.420%519%619%7ErdingerAstra17%816%87%9HeinekenRadeberger15%BuzzN/A1014%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,096,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgro