brand kpis fuer fluggesellschaften calafia airline in mexiko-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

airlines:

Calafia

Airlinein

MexicoConsumer

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

Calafia

Airline’s

performance

inthe

airline

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202438%

of

Calafia

Airline

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Calafia

Airline’s

brandingresonates

more

with•Calafia

AirlineranksoutsidetheTop10

inawarenessMillennialswithin

the

airline

market•Calafia

Airlinegenerally

appealsto

men

more

thanwomen•Thepopularity

ratingof

Calafia

Airlineis

11%•Calafia

AirlineranksoutsidetheTop10

inusage•Among

Calafia

Airlineenthusiasts,47%

fall

underthehigh-income

category•Interms

of

loyalty,CalafiaAirlineisoutsidetheTop10

inMexico•Consumers

want

theirairlinebrandstohavereliability,

honesty

/trustworthiness,

and

friendliness•Calafia

Airlinehasascore

of

11%

formedia

buzz3Sources:

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

for

Calafia

Airline

at

38%Brand

profile:

snapshotBrand

performance

of

Calafia

Airline

inMexico38%24%11%11%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Airlines

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=305,

respondents

who

know

the

individual

brand

(popularity),

n=305,

respondents

who

know

theindividual

brand(usage),

n=21,

respondents

who

have

used

the

individual

brand(loyalty),

n=305,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Calafia

Airline’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCalafiaAirlinebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatCalafiaAirlineislikedby0%

of

Babyboomersand17%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and24%,

respectively.39%37%34%24%ForMillennials

andGen

Z,

46%

and

37%

feel

positivelytowards

CalafiaAirline,versus

39%

and

34%.

So17%currently,

forCalafia

Airline,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.3%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoairlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=35,

Calafia

Airline

enthusiast,

n=955,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Calafia

Airline

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

CalafiaAirlineshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Calafia

Airlinehasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%49%51%51%

ofmen

likeCalafiaAirlinecomparedto49%

of

women,

whereas

fortheoverall

industry,51%

ofmen

useairlinescompared

to

49%

of

women.88%91%9%

of

Calafia

Airlineenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

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=35,

Calafia

Airlineenthusiast,

n=955,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Calafia

Airline

enthusiasts,

47%

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.3%7%Single34%31%9%12%47%CoupleSingleparentNuclear47%

ofCalafiaAirlineenthusiastsarefrom

high-income

households.CalafiaAirline’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

asingleparenthousehold,

14%of

Calafia

Airlineenthusiastshavethiscurrent

living

situation.14%7%46%39%16%Multi-generational11%9%38%36%17%22%ExtendedOther0%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

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=35,

Calafia

Airline

enthusiast,

n=955,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

airline

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

airline

brandsAuthenticityForairlines,

thetopthree

qualitiesuserswant

fromabrandare

reliability,honesty

/trustworthiness,

andfriendliness.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityCalafiaAirlineusers

also

appreciatethese

key

attributes,indicatingCalafiaAirlineexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatCalafia

Airlineenthusiastsare

least

focused

on

arethrill/excitement

andhigh

value.ReliabilityExclusivityCalafiaAirlineshouldwork

onpromotingfriendliness

toconvert

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=21,

Calafia

Airline

users’,n=35,

Calafia

Airline

enthusiast,

n=955,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Calafia

Airline

fans,

46%

state

that

they

get

excited

about

airlinesBrand

profile:

attitudesWhat

doconsumersthink

ofairlinesingeneral?69%53%49%46%43%43%32%29%27%25%23%16%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=35,

Calafia

Airline

enthusiast,

n=955,

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.1138%

of

Calafia

Airline

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

airlines,

theaverage

awareness

of

abrandinMexico

is46%.

Awareness

of

Calafia

Airline,however,

is

at24%.Awareness11%

ofMexican

airline

userssay

theylikeCalafiaAirline,compared

to

anindustryaverage

brandpopularity

of28%.7%

of

industryusers

inMexico

saythey

useCalafiaAirline,with

the

average

usageof

abrand

at15%.BuzzPopularity38%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

66%.CalafiaAirlinehasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

24%.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=1,246,

all

respondents

(awareness),

n=305,

respondents

who

know

the

individual

brand

(popularity),

n=305,

respondents

who

know

theindividual

brand(usage),

n=21,

respondents

who

have

used

the

individual

brand(loyalty),

n=305,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Calafia

Airline

ranks

outside

the

Top

10

in

awareness

within

the

airline

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCalafia

AirlineRank#

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.1Aeroméxico94%89%82%68%52%49%49%44%44%43%24%2Volaris3VivaAerobusAmerican

AirlinesDelta

Air

LinesUnited

AirlinesIberia45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6776%8Air

FranceOutofallrespondents,

24%

were

aware

of

CalafiaAirline.

ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.9Air

CanadaAviancaAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Calafia

Airline

is

11%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCalafia

AirlineRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Aeroméxico80%66%47%39%29%28%27%26%26%25%11%2Volaris3VivaAerobusAmerican

AirlinesUnited

AirlinesAir

FranceAir

CanadaLATAM4Outofconsumers

who

knew

thebrand,

11%

saidtheyliked

CalafiaAirline.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.567889%9IberiaPopularityN/A10Magnicharters14

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=305,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Calafia

Airline

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofCalafia

AirlineRank#

BrandUsage

%53%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

airlines,which

of

the

following

brandshaveyou

used

inthepast12

months?”.7%1Aeroméxico2Volaris44%3VivaAerobusAmerican

AirlinesAir

CanadaUnited

AirlinesLATAM30%Outofconsumers

who

knew

thebrand,

7%

saidtheyused

Calafia

Airline.

This

ranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.415%515%612%712%8Aeromar10%93%9MagnichartersAlaskaAirlines10%UsageN/A109%15

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=305,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Calafia

Airline

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCalafia

Airline’sconsumersRank#

BrandLoyalty

%88%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.1Aeroméxico2Volaris84%3Aeromar77%38%4KLMRoyalDutch

AirlinesVivaAerobusAmerican

AirlinesMagnichartersIberia76%576%675%62%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

airlines,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.773%871%9United

AirlinesLATAM71%Outofrespondents

whohaveused

CalafiaAirline,38%saidthey

would

usethebrand

again.LoyaltyN/A1069%16

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=21,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Calafia

Airline

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCalafia

AirlineRank#

BrandBuzz%73%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Aeroméxico11%2Volaris60%3VivaAerobusAmerican

AirlinesAir

France49%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutCalafiaAirlineinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.432%520%6Iberia20%7United

AirlinesAeromar19%819%89%9Air

CanadaMagnicharters19%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=305,

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

andunlocknewgrowtho