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

CONSUMER&

BRANDBrandKPIs

for

car

rental:

Zyppys

inIndiaConsumer

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.

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

Zyppys’performance

inthecarrental

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202470%

of

Zyppysusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Zyppys’brandingresonates

with

Gen

Xsimilarly

to•Zyppysranksoutside

the

Top

10

inawareness

withinother

brandsinthe

industrythe

carrental

market•Zyppysgenerally

appealsto

men

more

than

women•Thepopularity

ratingof

Zyppysis19%•Zyppysranksoutside

the

Top

10

inusage•Interms

of

loyalty,Zyppysis

eighthinIndia•Zyppyshasascore

of13%

formedia

buzz•Among

Zyppysenthusiasts,33%

fallunderthe

high-income

category•Consumers

want

theircarrental

brandsto

havehonesty

/trustworthiness,

friendliness,

andauthenticity3Sources:

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

Zyppys

at

70%Brand

profile:

snapshotBrand

performance

of

Zyppys

inIndia70%42%19%18%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carrental‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,245,

all

respondents

(awareness),n=521,

respondents

who

know

the

individual

brand

(popularity),

n=521,

respondents

who

knowthe

individual

brand

(usage),

n=96,

respondents

who

have

used

the

individual

brand

(loyalty),

n=521,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zyppys’

branding

resonates

with

Gen

X

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%46%42%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeZyppysbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatZyppysislikedby0%

of

Babyboomers

and12%

of

GenXers,

whereas

thetotalshareof

industryusers

is0%and12%,

respectively.ForMillennials

andGen

Z,

42%

and

46%

feel

positivelytowards

Zyppys,versus

41%

and47%.

Socurrently,

forZyppys,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.12%

12%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=98,

Zyppys

enthusiast,

n=1,035,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Zyppys

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Zyppysshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof16%15%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Zyppyshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%43%57%56%

ofmen

likeZyppyscompared

to43%

ofwomen,

whereas

fortheoverallindustry,59%

of

men

usecarrentalcompared

to

41%

of

women.78%16%

ofZyppys

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

carrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=98,

Zyppys

enthusiast,n=1,035,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024AmongZyppysenthusiasts,

33%

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%4%Single33%40%6%7%CoupleSingleparentNuclear33%

ofZyppys

enthusiastsarefromhigh-income

households.Zyppys’brandis

generally

enjoyed

morebyconsumers

who

arepartof

asingleparent

household,

4%

ofZyppysenthusiastshavethiscurrent

livingsituation.4%3%33%22%21%30%30%Multi-generational24%27%37%36%33%ExtendedOther3%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

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=98,

Zyppys

enthusiast,

n=1,035,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

rental

brands

to

have

honesty

/

trustworthiness,friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

car

rental

brandsForcarrental,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

friendliness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Zyppysusers

alsoappreciate

thesekeyattributes,indicating

Zyppysexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatZyppysenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityZyppysshouldwork

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carrental,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tocarrental,which

ofthefollowing

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=96,

Zyppys

users’,n=98,

Zyppys

enthusiast,

n=1,035,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024AmongZyppysfans,

56%

state

that

they

get

excited

about

car

rental

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofcar

rentalingeneral?58%56%54%52%51%45%44%43%41%39%37%33%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

carrental

services

topicsrelating

tocarrentalBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carrentaldo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocarrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=98,

Zyppys

enthusiast,

n=1,035,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1170%

of

Zyppysusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carrental,theaverage

awareness

ofabrandinIndia

is

53%.

Awareness

of

Zyppys,however,

is

at42%.Awareness19%

ofIndiancarrentalusers

say

theylike

Zyppys,compared

to

anindustryaverage

brandpopularity

of37%.18%

ofindustryusers

inIndiasaythey

useZyppys,with

the

average

usageofabrandat30%.BuzzPopularity70%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Zyppyshasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

13%

comparedto34%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Carrental‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,245,

all

respondents

(awareness),n=521,

respondents

who

know

the

individual

brand

(popularity),

n=521,

respondents

who

knowthe

individual

brand

(usage),

n=96,

respondents

who

have

used

the

individual

brand

(loyalty),

n=521,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zyppys

ranks

outside

the

Top

10

in

awareness

within

the

carrental

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofZyppysRank#

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.1ZoomcarJustdriveselfdriveHelios

IndiaAvis72%65%62%57%56%54%53%53%52%49%2342%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.58%6Hertz7ECOrent

acarVroom

DriveIndusgo8Outofallrespondents,

42%

were

aware

of

Zyppys.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Europcar13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Zyppys

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofZyppysRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1ZoomcarJustdriveAvis59%49%43%43%43%41%40%38%36%34%19%234selfdriveHelios

IndiaIndusgoMyChoizeHertzOutofconsumers

who

knew

thebrand,

19%

saidtheyliked

Zyppys.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567881%9ECOrent

acarEuropcarPopularityN/A1014

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=521,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zyppys

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofZyppysRank#

BrandUsage

%50%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

carrental,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1ZoomcarJustdriveHelios

IndiaIndusgoAvis18%238%336%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

Zyppys.

Thisranksthem

outsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.435%533%6Hertz32%7selfdriveMyChoizeECOrent

acarEuropcar31%830%82%929%UsageN/A1029%15

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=521,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Zyppys

is

eighth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofZyppys’

consumersRank#

BrandLoyalty

%85%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.1ZoomcarAvis280%30%3MyChoizeIndusgoselfdriveJustdriveHelios

IndiaZyppys77%474%573%672%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carrental,whichof

the

following

brandsareyou

likely

touseagaininthe

future?”.771%70%870%9ECOrent

acarHertz68%Outofrespondents

whohaveused

Zyppys,70%

saidthey

would

usethebrand

again.LoyaltyN/A1068%16

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=96,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zyppyshas

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofZyppysRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ZoomcarJustdriveAvis13%242%341%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutZyppysinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4IndusgoHelios

IndiaEuropcarECOrent

acarHertz40%538%637%737%836%87%9MyChoizeselfdrive35%BuzzN/A1034%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=521,

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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