brand kpis fuer fluggesellschaften lufthansa in indien-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

airlines:

Lufthansa

inIndiaConsumer

Insights

reportOctober2024Discover

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.

1250Ourdataallows

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

Lufthansa’sperformance

intheairlinemarket.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202476%

of

Lufthansa

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Lufthansa’s

brandingresonates

more

with

Gen

X•Lufthansa

ranksoutside

the

Top

10

inawarenesswithin

the

airline

market•Lufthansa

generally

appealsto

men

more

thanwomen•Thepopularity

ratingof

Lufthansa

is41%•Lufthansa

rankseighth

inusage•Among

Lufthansa

enthusiasts,48%

fallunderthehigh-income

category•Interms

of

loyalty,Lufthansa

isfifthinIndia•Lufthansa

hasascore

of

30%

formedia

buzz•Consumers

want

theirairlinebrandstohavehonesty/trustworthiness,

friendliness,

andauthenticity3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

forLufthansa

at

76%Brand

profile:

snapshotBrand

performance

of

LufthansainIndia76%60%41%30%18%AwarenessPopularityUsageLoyaltyBuzz5Notes:Airlines

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=746,

respondents

who

know

the

individual

brand

(popularity),

n=746,

respondents

who

know

theindividual

brand(usage),

n=138,

respondents

who

have

used

the

individual

brand

(loyalty),

n=746,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lufthansa’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%46%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLufthansa

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatLufthansa

islikedby0%

of

Babyboomers

and20%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

12%,

respectively.32%20%ForMillennials

andGen

Z,

48%

and

32%

feel

positivelytowards

Lufthansa,

versus

42%

and46%.

Socurrently,forLufthansa,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoairlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=306,

Lufthansa

enthusiast,

n=1,098,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lufthansa

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Lufthansa

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%15%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Lufthansa

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.34%66%40%60%66%

ofmen

likeLufthansa

compared

to34%

ofwomen,

whereas

fortheoverallindustry,60%

of

men

useairlinescompared

to

40%

of

women.86%8%

of

Lufthansa

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to15%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=306,

Lufthansaenthusiast,

n=1,098,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Lufthansa

enthusiasts,

48%

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.2%4%Single40%6%7%CoupleSingleparentNuclear48%

ofLufthansa

enthusiastsarefromhigh-income

households.Lufthansa’sbrand

is

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

28%

of

Lufthansaenthusiastshavethiscurrent

livingsituation.48%3%3%28%21%31%30%30%Multi-generational33%28%25%ExtendedOther36%21%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

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=306,

Lufthansa

enthusiast,

n=1,098,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

airline

brands

to

have

honesty

/

trustworthiness,friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

airline

brandsAuthenticityForairlines,

thetopthree

qualitiesuserswant

fromabrandare

honesty

/trustworthiness,

friendliness,

andauthenticity.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityLufthansa

users

alsoappreciate

thesekey

attributes,indicating

Lufthansaexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatLufthansa

enthusiastsareleast

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityLufthansa

shouldwork

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

airlines,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

airlines,

whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

airlines,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=138,

Lufthansa

users’,n=306,

Lufthansa

enthusiast,

n=1,098,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Lufthansa

fans,

57%

state

that

they

get

excited

about

airlinesBrand

profile:

attitudesWhat

doconsumersthink

ofairlinesingeneral?58%57%55%55%54%49%45%43%42%41%40%34%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutairlinesIliketotalkabouttopicsrelating

toairlinesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

airlines

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toairlines,

which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=306,

Lufthansa

enthusiast,

n=1,098,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1176%

of

Lufthansa

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

airlines,

theaverage

awareness

of

abrandinIndia

is

71%.

Awareness

of

Lufthansa,however,

is

at60%.Awareness41%

ofIndianairlineusers

saytheylikeLufthansa,compared

to

anindustryaverage

brandpopularity

of41%.18%

ofindustryusers

inIndiasaythey

useLufthansa,with

the

average

usageofabrandat27%.BuzzPopularity76%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Lufthansa

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of30%compared

to

33%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Airlines

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=746,

respondents

who

know

the

individual

brand

(popularity),

n=746,

respondents

who

know

theindividual

brand(usage),

n=138,

respondents

who

have

used

the

individual

brand

(loyalty),

n=746,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lufthansa

ranks

outside

the

Top

10

in

awareness

within

the

airline

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLufthansaRank#

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.1IndiGo94%93%86%82%81%78%75%73%62%61%2Air

India3Emirates40%4AirAsia5Air

India

ExpressSingapore

AirlinesMalaysia

AirlinesVistaraUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.660%78Outofallrespondents,

60%

were

aware

of

Lufthansa.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AllianceAirThaiAirwaysAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Lufthansa

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLufthansaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Air

India75%65%62%49%45%45%42%41%29%28%2IndiGo3Emirates41%4VistaraOutofconsumers

who

knew

thebrand,

41%

saidtheyliked

Lufthansa.Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.5Air

India

ExpressAirAsia659%7Singapore

AirlinesLufthansa89ThaiAirwaysMalaysia

AirlinesPopularityN/A1014

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=746,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lufthansa

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofLufthansaRank#

BrandUsage

%61%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

airlines,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Air

India18%2IndiGo55%3Emirates36%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

Lufthansa.Thisranksthemeighth

compared

toother

brandssurveyed

inthismarket.4Vistara34%5Air

India

ExpressAirAsia29%628%7Singapore

AirlinesLufthansaStarAir24%818%82%918%UsageN/A10AllianceAir18%15

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=746,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Lufthansa

is

fifth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLufthansa’s

consumersRank#

BrandLoyalty

%84%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.1Air

India24%2IndiGo82%3EmiratesVistara81%479%5LufthansaAir

India

ExpressAirAsia76%675%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

airlines,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.771%76%8ZoomAirSWISS69%967%Outofrespondents

whohaveused

Lufthansa,

76%saidthey

would

usethebrand

again.LoyaltyN/A10ThaiAirways66%16

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=138,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lufthansa

has

a

score

of

30%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLufthansaRank#

BrandBuzz%65%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Air

India2IndiGo57%30%3Emirates55%Outofconsumers

who

knew

thebrand,

30%

saidtheyhadheardaboutLufthansa

inthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.4Air

India

ExpressAirAsia39%534%6Vistara33%7Lufthansa30%70%8Singapore

AirlinesAllianceAirMalaysia

Airlines30%925%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=746,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderstandyourcorea