Brand KPIs for spirits GIN SUL in Germany-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

spirits:

GIN

SUL

inGermanyConsumer

Insights

reportDecember2024Discover

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.

5000Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

GIN

SUL’sperformance

inthespiritmarket.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofDecember202469%

of

GIN

SUL

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•GINSUL’sbrandingresonates

more

with

Millennials•GINSULgenerally

appealsto

men

more

than

women•GINSULranksoutside

the

Top

10

inawareness

withinthe

spirit

market•Thepopularity

ratingof

GINSULis19%•Among

GINSULenthusiasts,48%

fallunderthe

high-income

category•GINSULranksoutside

the

Top

10

inconsumption•Consumers

want

theirspiritbrandstohavehigh•Interms

of

loyalty,GIN

SULis

outsidethe

Top

10

invalue,authenticity,andcoolnessGermany•GINSULhasascore

of11%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

GIN

SUL

at

69%Brand

profile:

snapshotBrand

performance

of

GINSUL

inGermany69%20%19%14%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=254,

respondents

who

know

the

individual

brand

(popularity),

n=254,

respondents

whoknow

the

individual

brand(consumption),

n=36,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=254,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024GIN

SUL’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGIN

SULbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatGINSULis

likedby2%

ofBaby

boomers

and

23%

ofGenXers,

whereas

thetotalshareof

industryusers

is10%and33%,

respectively.34%33%27%23%23%ForMillennials

andGen

Z,

48%

and

27%

feel

positivelytowards

GIN

SUL,versus

34%

and23%.

Socurrently,forGIN

SUL,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.10%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=48,

GINSULenthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024GIN

SUL

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

GIN

SULshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

GINSULhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%49%51%57%

ofmen

likeGIN

SULcompared

to42%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

consume

spiritscompared

to

49%

of

women.90%89%6%

of

GINSULenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

spirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=48,

GINSULenthusiast,n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

GIN

SUL

enthusiasts,

48%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.15%Single23%25%36%CoupleSingleparentNuclear48%48%

ofGIN

SULenthusiastsarefromhigh-income

households.GIN

SUL’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

35%

of

GINSULenthusiastshavethiscurrent

livingsituation.28%6%7%35%36%28%25%27%Multi-generational0%2%15%10%ExtendedOther25%4%4%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

spirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=48,

GINSULenthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

spirit

brands

to

have

high

value,authenticity,

andcoolnessBrand

profile:

qualitiesQualitiesconsumerswant

from

spiritbrandsForspirits,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,authenticity,andcoolness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessGIN

SULconsumers

alsoappreciatethese

key

attributes,indicatingGINSULexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatGINSULenthusiastsareleast

focused

on

arethrill/excitement

andsustainability.ReliabilityExclusivityGIN

SULshouldwork

on

promotingexclusivity

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

spirits,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comesto

spirits,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

spirits,

which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=36,

GINSULconsumers’,n=48,

GINSULenthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

GIN

SUL

fans,

35%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?42%42%40%35%35%34%29%25%20%19%17%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIliketotalkabouttopicsIknow

and

trustspiritproductsrelating

tospiritsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

spirits

do

youagree

with?”;

Multi

Pick;“When

it

comes

tospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=48,

GINSULenthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1169%

of

GIN

SUL

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinGermany

is68%.

Awareness

ofGIN

SUL,however,

is

at20%.Awareness19%

ofGerman

spiritconsumers

say

theylikeGIN

SUL,compared

to

anindustryaverage

brandpopularity

of24%.14%

ofindustryconsumers

inGermany

saytheyconsume

GIN

SUL,withtheaverage

consumption

ofabrandat18%.BuzzPopularity69%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.GIN

SULhasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

11%

comparedto14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=254,

respondents

who

know

the

individual

brand

(popularity),

n=254,

respondents

whoknow

the

individual

brand(consumption),

n=36,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=254,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024GIN

SUL

ranks

outside

the

Top

10

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGINSULRank#

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.1JACKDANIEL'S85%85%84%83%82%80%78%76%76%75%20%2JägermeisterBACARDI34JimBeam5BaileysUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Wodka

GorbatschowRamazzottiAperol78Outofallrespondents,

20%

were

aware

of

GINSUL.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.80%9Havana

ClubCampariAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

GIN

SUL

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGIN

SULRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Baileys43%34%34%31%28%27%26%26%24%24%19%2BACARDI3Aperol4JACKDANIEL'SAbsolut

VodkaMalibuOutofconsumers

who

knew

thebrand,

19%

saidtheyliked

GIN

SUL.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567JägermeisterBombay

SapphireCaptain

MorganHavana

Club881%9PopularityN/A1014

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=254,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024GIN

SUL

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofGINSULRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Aperol14%2Baileys32%3JACKDANIEL'SBACARDI24%Outofconsumers

who

knew

thebrand,

14%

saidtheyconsumed

GIN

SUL.ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.424%5Absolut

VodkaJägermeisterBombay

SapphireCaptain

MorganHavana

ClubMalibu22%621%721%820%86%918%UsageN/A1016%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=254,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

GIN

SUL

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGINSUL’s

consumersRank#

BrandLoyalty

%84%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Aperol2Baileys82%31%3Absolut

VodkaJägermeisterJACKDANIEL'SHavana

ClubRamazzottiMalibu82%481%580%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%69%878%9Johnnie

WalkerBACARDI77%Outofrespondents

whohaveconsumed

GIN

SUL,69%

saidthey

would

consume

the

brandagain.LoyaltyN/A1076%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=36,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024GIN

SUL

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGINSULRank#

BrandBuzz%27%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Aperol11%2BACARDI23%3Baileys22%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutGIN

SULinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Absolut

VodkaJägermeisterJACKDANIEL'SCaptain

MorganBombay

SapphireHavana

ClubRamazzotti22%522%619%718%814%89%913%BuzzN/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=254,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

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