brand kpis fuer eistee harney und sons in mexiko-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

Harney

&Sons

in

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.

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

Harney

&Sons’performance

inthe

iced

teamarket.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,

asofOctober

202470%

of

Harney

&

Sons

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Harney

&Sons’branding

resonates

more

with•Harney

&Sonsranksseventh

inawareness

within

theMillennialsiced

tea

market•Harney

&Sonsgenerally

appealsto

men

more

than•Thepopularity

ratingof

Harney

&Sonsis32%women•Harney

&SonsranksoutsidetheTop10

in•Among

Harney

&Sonsenthusiasts,36%

fallunderconsumptionthe

high-income

category•Interms

of

loyalty,Harney

&Sonsiseighth

inMexico•Harney

&Sonshasascore

of

24%

formedia

buzz•Consumers

want

theiriced

tea

brandsto

haveauthenticity,reliability,

and

coolness3Sources:

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

Harney

&

Sons

at

70%Brand

profile:

snapshotBrand

performance

of

Harney&SonsinMexico70%32%26%25%24%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=322,

respondents

who

know

the

individual

brand

(popularity),

n=322,

respondents

whoknow

the

individual

brand(consumption),

n=81,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=322,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harney

&

Sons’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations52%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHarney

&Sonsbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHarney

&Sonsislikedby1%

ofBaby

boomersand19%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and25%,

respectively.40%32%28%25%ForMillennials

andGen

Z,

52%

and

28%

feel

positivelytowards

Harney

&Sons,versus

40%

and

32%.

Socurrently,

forHarney

&Sons,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.19%3%1%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=102,

Harney&Sonsenthusiast,

n=1,120,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harney

&

Sons

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Harney

&Sonsshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Harney

&Sonshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.37%63%63%

ofmen

likeHarney

&Sonscompared

to

37%

of

women,

whereasfortheoverall

industry,51%

of

womenconsume

iced

tea

compared

to

49%

ofmen.51%49%89%88%7%

of

Harney

&Sonsenthusiastsconsider

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

iced

tea,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=102,

Harney

&Sonsenthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Harney

&

Sons

enthusiasts,

36%

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.4%6%Single32%36%17%13%CoupleSingleparentNuclear36%

ofHarney

&Sonsenthusiastsarefrom

high-income

households.Harney

&Sons’brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

41%

ofHarney

&Sonsenthusiastshavethiscurrent

living

situation.6%8%41%35%40%28%37%Multi-generational10%11%22%24%ExtendedOther26%1%3%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

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=102,

Harney&Sons

enthusiast,

n=1,120,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

authenticity,

reliability,

andcoolnessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

coolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessHarney

&Sonsconsumers

alsoappreciate

these

key

attributes,indicating

Harney

&Sonsexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatHarney

&Sonsenthusiastsare

least

focused

on

areboldness

and

inclusiveness.ReliabilityExclusivityHarney

&Sonsshouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

iced

tea,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoiced

tea,whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=81,

Harney

&Sonsconsumers’,n=102,

Harney

&Sonsenthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Harney

&

Sons

fans,

56%

state

that

they

get

excited

about

iced

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?57%56%44%43%42%41%31%22%21%18%15%9%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouticed

teaIliketotalkabouttopicsrelating

toiced

teaBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

iced

teado

you

agree

with?”;

Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=102,

Harney

&Sonsenthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1170%

of

Harney

&

Sons

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinMexico

is35%.

Awareness

of

Harney

&Sons,however,

is

at26%.Awareness32%

ofMexican

iced

teaconsumers

say

theylikeHarney

&Sons,compared

to

anindustryaveragebrandpopularityof

39%.25%

ofindustryconsumers

inMexico

say

theyconsume

Harney

&Sons,with

theaverageconsumption

ofabrandat34%.BuzzPopularity70%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of74%.Harney

&Sonshasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=322,

respondents

who

know

the

individual

brand

(popularity),

n=322,

respondents

whoknow

the

individual

brand(consumption),

n=81,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=322,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harney

&

Sonsranks

seventh

in

awareness

within

the

iced

tea

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHarney

&SonsRank#

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.1AriZona88%81%68%34%33%27%26%25%25%25%2Lipton26%3Therbal4Teasana5TwiningsTeavanaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Harney

&SonsCelestial

SeasoningsTianTé74%8Outofallrespondents,

26%

were

aware

of

Harney

&Sons.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A10Tessito13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Harney

&

Sons

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHarney

&SonsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AriZona81%74%57%42%38%34%32%32%31%30%2Lipton32%3Therbal4TwiningsEuro

TeOutofconsumers

who

knew

thebrand,

32%

saidtheyliked

Harney

&Sons.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.56Tessito7TheRepublicofTeaHarney

&SonsTeavana68%89PopularityN/A10TianTé14

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=322,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harney

&

Sonsranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHarney

&SonsRank#

BrandUsage

%76%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1AriZona2Lipton68%25%3Therbal51%Outofconsumers

who

knew

thebrand,

25%

saidtheyconsumed

Harney

&Sons.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4TwiningsTessito37%533%6Euro

Te30%7Teasana30%75%8TianTé26%9Bigelow26%UsageN/A10Leticia

SáenzTeaSumiller26%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=322,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Harney

&

Sons

is

eighth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHarney

&Sons’

consumersRank#

BrandLoyalty

%92%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.1AriZona2Lipton87%30%3Therbal83%4TwiningsTianTé82%579%6Teavana76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7Bigelow71%70%8TheRepublicofTeaHarney

&SonsEuro

Te70%970%Outofrespondents

whohaveconsumed

Harney

&Sons,70%

saidthey

would

consume

thebrandagain.LoyaltyN/A1068%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=81,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harney

&

Sons

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHarney

&SonsRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AriZona24%2Lipton57%3Therbal33%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutHarney

&Sonsinthemedia.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.4Leticia

SáenzTeaSumillerHarney

&SonsEuro

Te25%524%623%7Tessito23%76%8TheRepublicofTeaTianTé22%921%BuzzN/A10Celestial

Seasonings21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=322,

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

andunlocknewgrowthop