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

CONSUMER&

BRANDBrandKPIs

for

airlines:

Avianca

inBrazilConsumer

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

Avianca’sperformance

intheairlinemarket.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202465%

of

Avianca

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Avianca’sbrandingresonates

more

with

Millennials•Aviancagenerally

appealsto

women

more

thanmen•Aviancaranksseventh

inawareness

within

the

airlinemarket•Thepopularity

ratingof

Avianca

is

28%•Aviancarankssixthinusage•Among

Avianca

enthusiasts,41%

fallunderthehigh-income

category•Consumers

want

theirairlinebrandstohave•Interms

of

loyalty,Aviancaisoutside

the

Top

10

inreliability,

honesty

/trustworthiness,

and

authenticityBrazil•Aviancahasascore

of

16%

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.4Awarenessis

the

highest

scoring

KPI

for

Avianca

at

71%Brand

profile:

snapshotBrand

performance

of

AviancainBrazil71%65%28%16%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Airlines

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=887,

respondents

who

know

the

individual

brand

(popularity),

n=887,

respondents

who

know

theindividual

brand(usage),

n=99,

respondents

who

have

used

the

individual

brand(loyalty),

n=887,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Avianca’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAviancabygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatAviancaislikedby3%

of

Babyboomers

and

26%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

26%,

respectively.29%26%26%

26%ForMillennials

andGen

Z,

45%

and

26%

feel

positivelytowards

Avianca,versus

41%

and

29%.

Socurrently,

forAvianca,Millennials

connect

most

withtheirbrandcompared

to

theoverall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoairlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=245,

Avianca

enthusiast,

n=903,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Avianca

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Aviancashows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Aviancahasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%59%59%

ofwomen

likeAviancacompared

to41%

ofmen,

whereas

for

the

overallindustry,51%

of

women

useairlinescompared

to

49%

of

men.89%8%

of

Avianca

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.41%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=245,

Avianca

enthusiast,n=903,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Avianca

enthusiasts,

41%

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%7%Single41%40%13%12%CoupleSingleparentNuclear41%

ofAviancaenthusiastsarefromhigh-income

households.Avianca’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

47%

of

Aviancaenthusiastshavethiscurrent

livingsituation.7%8%47%41%31%29%35%Multi-generational11%9%16%21%ExtendedOther24%2%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=245,

Avianca

enthusiast,

n=903,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

airline

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

airline

brandsAuthenticityForairlines,

thetopthree

qualitiesuserswant

fromabrandare

reliability,honesty

/trustworthiness,

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

alsoappreciate

thesekeyattributes,indicating

Aviancaexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatAvianca

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityAviancashouldwork

onpromotingreliability

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=99,

Avianca

users’,n=245,

Avianca

enthusiast,

n=903,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Avianca

fans,

47%

state

that

they

get

excited

about

airlinesBrand

profile:

attitudesWhat

doconsumersthink

ofairlinesingeneral?55%48%48%47%45%42%40%39%37%36%36%33%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=245,

Avianca

enthusiast,

n=903,

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.1165%

of

Avianca

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

airlines,

theaverage

awareness

of

abrandinBrazil

is

56%.

Awareness

of

Avianca,however,isat71%.Awareness28%

ofBrazilian

airlineusers

saytheylikeAvianca,compared

to

anindustryaverage

brandpopularity

of30%.11%

ofindustryusers

inBrazil

saythey

useAvianca,with

the

average

usageofabrandat14%.BuzzPopularity65%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Aviancahasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

16%

comparedto19%.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=1,249,

all

respondents

(awareness),

n=887,

respondents

who

know

the

individual

brand

(popularity),

n=887,

respondents

who

know

theindividual

brand(usage),

n=99,

respondents

who

have

used

the

individual

brand(loyalty),

n=887,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Avianca

ranks

seventh

in

awareness

within

the

airline

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAviancaRank#

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.1Gol93%92%89%75%73%71%71%56%54%48%2LATAM29%3Azul4American

AirlinesAir

FranceEmirates5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Avianca71%8United

AirlinesDelta

Air

LinesTAP

PortugalOutofallrespondents,

71%

were

aware

of

Avianca.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Avianca

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAviancaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Azul68%66%65%36%35%32%30%28%25%23%2Gol28%3LATAM4American

AirlinesEmiratesAir

FranceTAP

PortugalAviancaOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

Avianca.Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.56772%89United

AirlinesLufthansaPopularityN/A1014

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=887,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Avianca

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAviancaRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

airlines,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Gol11%2Azul43%3LATAM39%Outofconsumers

who

knew

thebrand,

11%

saidtheyused

Avianca.Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.4American

AirlinesAir

FranceAvianca14%512%611%7TAP

PortugalEmirates10%810%89%Usage9Aerolineas

ArgentinaCopaAirlines9%N/A108%15

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=887,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Avianca

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAvianca’sconsumersRank#

BrandLoyalty

%87%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.1Azul2LATAM87%3Gol83%35%4LufthansaAmerican

AirlinesTAP

PortugalAir

FranceCopaAirlinesEmirates83%582%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

airlines,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.65%779%878%977%Outofrespondents

whohaveused

Avianca,65%

saidthey

would

usethebrand

again.LoyaltyN/A10British

Airways76%16

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=99,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Avianca

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAviancaRank#

BrandBuzz%52%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Gol16%2Azul52%3LATAM49%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutAviancainthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.4Emirates28%5Air

FranceAmerican

AirlinesAvianca23%622%716%8TAP

PortugalBritish

AirwaysKLMRoyalDutch

Airlines14%84%911%BuzzN/A1010%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=887,

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.•

Identifyandunderstandyourcoreaudiences•

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