啤酒品牌KPI介绍：德国König Pilsner啤酒-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

König

Pilsner

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

KönigPilsner’s

performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024König

Pilsner

ranks

eighth

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•KönigPilsner’s

brandingresonates

more

with

Baby•Thepopularity

ratingof

KönigPilsneris

19%Boomers•KönigPilsner

ranksoutsidetheTop10

in•KönigPilsner

generally

appealsto

men

more

thanconsumptionwomen•Interms

of

loyalty,König

Pilsnerisoutside

the

Top

10•Among

KönigPilsnerenthusiasts,41%

fallunder

theinGermanyhigh-income

category•KönigPilsner

hasascore

of

14%

formedia

buzz•Among

KönigPilsnerfans,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.4Awareness

is

the

highest

scoring

KPI

forKönig

Pilsner

at

83%Brand

profile:

snapshotBrand

performance

of

KönigPilsnerinGermany83%71%19%14%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=1,038,

respondents

who

know

the

individual

brand

(popularity),

n=1,038,

respondents

who

knowthe

individual

brand

(consumption),

n=147,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,038,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:König

Pilsner’s

branding

resonates

more

with

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations33%34%

34%30%Withthatinmind,when

looking

attheshareofconsumers

who

likeKönig

Pilsnerbygeneration,versus

theshare

ofbeer

drinkers

generally,

we

canseethatKönig

Pilsnerislikedby21%

of

Babyboomers

and34%

ofGen

Xers,compared

to

thetotalshare

ofbeerdrinkers

13%

and

34%,

respectively.21%20%15%13%ForMillennials

andGen

Z,

30%

and

15%

feel

positivelytowards

König

Pilsnerversus

33%

and

20%.

Socurrently,

forKönigPilsner,

BabyBoomers

connectmost

with

theirbrandcompared

tothe

industryingeneral.Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=198,

König

Pilsner

enthusiast,

n=963,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:König

Pilsner

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

KönigPilsner

shows

menaremore

likely

to

haveanaffinity

withthebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

KönigPilsner

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.46%54%45%55%54%

ofmen

likeKönigPilsner

comparedto46%

of

women,

whereas

theindustryaverage

forbeer

drinkers

shows

55%

ofmen

drink

beer

compared

to45%

ofwomen.84%86%9%

of

KönigPilsnerenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongbeer

drinkers

overall.7%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=198,

König

Pilsnerenthusiast,

n=963,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

König

Pilsner

enthusiasts,

41%

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.26%26%Single38%41%32%28%CoupleSingleparentNuclear41%

ofKönig

Pilsnerenthusiastsarefrom

ahigh-income

household,

whiletheshare

forthe

industryusers

is

38%.KönigPilsner’s

brand

is

generallyenjoyed

by

consumers

whoare

partofacouple

household,

32%

ofKönigPilsnerenthusiastshavethiscurrent

livingsituationcompared

to

28%

of

beerdrinkers

generally.6%8%27%25%31%32%30%Multi-generational1%1%6%10%30%ExtendedOther2%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=198,

König

Pilsner

enthusiast,

n=963,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

König

Pilsner

fans,

35%

claim

that

beer

products

are

part

of

theireveryday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?44%

ofconsumers

wholike

KönigPilsnersay

theyare

well

informed

when

itcomes

to

beer

and

37%

of

theseusers

saythatthey

can’timaginetheir

lifewithout

beer.

Thiscompares

to

anindustryvalueof

30%

and

22%,respectively.How

doespriceaffect

theirdecision?21%

ofconsumers

wholike

KönigPilsnersay

alow

price

ismore

important

thanhigh

qualitywhen

itcomes

tobeer,

compared

to

anindustryvalueof

14%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to48%

ofconsumers

who

likeKönigPilsner,

compared

to

theindustryvalueof

38%.Do

beerproductsneed

to

innovateto

stay

relevant?44%

ofconsumers

wholike

KönigPilsnersay

beer

products

excite

themwith

41%

confirming

they

liketotryoutnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

28%

and

31%,

respectively.How

important

issustainability

toconsumers?According

to34%

ofconsumers

who

likeKönig

Pilsner,sustainabilityisimportant

when

itcomes

tobeer,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=198,

König

Pilsner

enthusiast,

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.1071%

of

König

Pilsner

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandinGermany

is75%.

Awareness

ofKönig

Pilsner,however,

is

at83%.Awareness19%

ofGerman

beer

drinkers

saytheylikeKönigPilsner,

compared

toanaverage

beer

brandpopularity

of23%.14%

ofbeer

drinkers

inGermany

saythey

drinkKönigPilsner,

withtheaverage

consumption

ofabrandat18%.BuzzPopularity71%

ofKönig

Pilsnerdrinkers

say

theywould

consumethebrandagaincompared

to

anaverage

loyalty

scoreof

78%.KönigPilsner

hasbeen

seen

similar

inthemedia

thanother

brands,with

a“Buzz”score

of14%

compared

to15%.LoyaltyKönigPilsnerUsageSooverall,

theresults

showtheir

performance

tobebelow

average

compared

to

theindustry.Industryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=1,038,

respondents

who

know

the

individual

brand

(popularity),

n=1,038,

respondents

who

knowthe

individual

brand

(consumption),

n=147,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,038,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024König

Pilsner

ranks

eighth

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKönigPilsnerRank#

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%17%2Beck's3BitburgerWarsteinerRadebergerPaulanerVeltins45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678KönigPilsnerHeinekenJeverOutofallrespondents,

83%

were

aware

of

KönigPilsner.

Thisranksthemeighthcompared

tootherbrandssurveyed

inthismarket.83%9AwarenessN/A1012

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

König

Pilsner

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKönigPilsnerRank#

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%19%2Beck's3AugustinerBitburgerHeinekenErdingerPaulanerWarsteinerCorona4Outofconsumers

who

knew

thebrand,

19%

saidtheyliked

KönigPilsner.

ThisranksthemoutsidetheTop

10compared

to

other

brandssurveyed

inthismarket.567881%9PopularityN/A10Astra13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,038,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofMarch2024König

Pilsner

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKönigPilsnerRank#

BrandUsage

%28%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Beck's14%2KrombacherAugustinerBitburgerErdingerCorona28%328%Outofconsumers

who

knew

thebrand,

14%

saidtheyconsumed

König

Pilsner.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.424%522%621%7HeinekenWarsteinerAstra20%819%86%919%UsageN/A10Paulaner18%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,038,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

König

Pilsner

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKönig

Pilsner’sconsumersRank#

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.1Veltins2KrombacherAstra83%29%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%71%879%9WarsteinerRadeberger79%Outofrespondents

whohaveconsumed

KönigPilsner,

71%

said

theywould

usethebrandagain.LoyaltyN/A1079%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=147,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024König

Pilsner

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKönigPilsnerRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Krombacher14%2Beck's26%3BitburgerCoronaPaulanerJever25%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutKönig

Pilsnerinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.420%519%619%7ErdingerAstra17%816%86%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=1,038,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-dr