Brand KPIs for smart home Multilaser in Brazil-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

smart

home:

Multilaserin

BrazilConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Multilaser’s

performance

inthesmart

home

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202459%

of

Multilaser

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Multilaser’s

brandingresonates

with

Gen

Xsimilarly•Multilaser

rankssixthinawareness

within

the

smarttootherbrandsintheindustryhome

market•Multilaser

generally

appealstowomen

more

thanmen•Thepopularity

ratingof

Multilaser

is24%•Multilaser

ranksninth

inusage•Among

Multilaser

enthusiasts,35%

fallunderthehigh-income

category•Interms

of

loyalty,Multilaser

is

outsidethe

Top

10

inBrazil•Consumers

want

theirsmart

home

brandstohavereliability,

authenticity,and

honesty

/trustworthiness•Multilaser

hasascore

of17%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

for

Multilaser

at

80%Brand

profile:

snapshotBrand

performance

of

MultilaserinBrazil80%59%24%17%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smarthome

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=999,

respondents

who

know

the

individual

brand

(popularity),

n=999,

respondents

whoknow

the

individual

brand(usage),

n=147,

respondents

who

have

used

the

individual

brand

(loyalty),

n=999,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMultilaser

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatMultilaser

islikedby

3%

of

Baby

boomers

and25%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

24%,

respectively.32%

32%25%24%ForMillennials

andGen

Z,

40%

and

32%

feel

positivelytowards

Multilaser,

versus

41%

and32%.

So

currently,forMultilaser,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmarthome,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=235,

Multilaser

enthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Multilaser

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.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,

Multilaser

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%57%56%

ofwomen

likeMultilaser

comparedto43%

of

men,whereas

fortheoverallindustry,51%

of

women

usesmarthome

compared

to

49%

of

men.87%90%9%

of

Multilaser

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.43%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=235,

Multilaserenthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Multilaser

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.5%8%Single35%36%16%12%CoupleSingleparentNuclear35%

ofMultilaser

enthusiastsarefromhigh-income

households.Multilaser’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

16%

ofMultilaserenthusiastshavethiscurrent

livingsituation.7%9%28%30%34%37%38%Multi-generational9%7%37%26%24%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

smarthome,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=235,

Multilaser

enthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

smart

home

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

smart

homebrandsForsmart

home,

the

topthree

qualitiesusers

wantfrom

abrandarereliability,authenticity,andhonesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.60%40%20%0%Multilaser

users

alsoappreciate

thesekey

attributes,indicating

Multilaserexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMultilaser

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityMultilaser

should

work

on

promotinginclusiveness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smarthome,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=147,

Multilaser

users’,n=235,

Multilaser

enthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Multilaser

fans,

59%

state

that

they

get

excited

about

smart

homeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsmart

home

ingeneral?59%52%48%45%42%40%38%37%37%32%30%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsmarthome

productsIliketotalkabouttopicsrelating

tosmart

homeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smarthome

do

youagreewith?”;

Multi

Pick;“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=235,

Multilaser

enthusiast,

n=920,

smarthomeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1159%

of

Multilaser

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smart

home,

the

average

awarenessof

abrand

inBrazil

is60%.

Awareness

ofMultilaser,however,

is

at80%.Awareness24%

ofBrazilian

smart

home

users

saytheylikeMultilaser,

compared

to

anindustryaverage

brandpopularity

of31%.15%

ofindustryusers

inBrazil

saythey

useMultilaser,with

the

average

usageofabrandat18%.BuzzPopularity59%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Multilaser

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

24%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Smarthome

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=999,

respondents

who

know

the

individual

brand

(popularity),

n=999,

respondents

whoknow

the

individual

brand(usage),

n=147,

respondents

who

have

used

the

individual

brand

(loyalty),

n=999,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

ranks

sixth

in

awareness

within

the

smart

home

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMultilaserRank#

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.1Samsung96%95%93%91%86%80%72%71%60%31%20%2LG3ElectroluxXiaomi45IntelbrasUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6MultilaserPositivo

Casa

InteligenteGoogle

NestPhilips

HueiRobot78Outofallrespondents,

80%

were

aware

of

Multilaser.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.80%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Multilaser

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMultilaserRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Samsung69%54%46%41%38%36%30%30%24%24%24%2Electrolux3LG4IntelbrasOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

Multilaser.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.5Xiaomi6Google

NestPhilips

HuePositivo

Casa

InteligenteHoneywell

HomeMultilaser776%89PopularityN/A1014

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=999,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMultilaserRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

smarthome,

which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Samsung15%2ElectroluxLG35%325%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

Multilaser.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.4Intelbras23%5Xiaomi21%6Google

NestHoneywell

HomeGeonav19%715%815%85%9MultilaserPositivo

Casa

Inteligente15%UsageN/A1015%15

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=999,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Multilaser

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMultilaser’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Samsung2Xiaomi85%3ElectroluxIntelbras82%41%480%5Google

NestPositivo

Casa

InteligenteSteckSmarteckLG77%676%59%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smart

home,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.772%872%9HouseasyWiZ69%Outofrespondents

whohaveused

Multilaser,

59%saidthey

would

usethebrand

again.LoyaltyN/A1068%16

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=147,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMultilaserRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Samsung17%2ElectroluxLG42%332%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutMultilaser

inthemedia.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4Intelbras28%5Google

NestXiaomi28%628%7iRobot21%8Positivo

Casa

InteligentePhilips

HueMultilaser20%83%918%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=999,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

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