brand kpis fuer autovermietung azul viagens in brasilien-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

car

rental:

Azul

Viagensin

BrazilConsumer

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

AzulViagens’

performance

inthe

carrental

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202480%

of

Azul

Viagens

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•AzulViagens’

branding

resonates

more

with•AzulViagensranksthirdinawareness

within

the

carMillennialsrental

market•AzulViagensgenerally

appealsto

women

more

thanmen•Thepopularity

ratingof

Azul

Viagens

is

32%•AzulViagensranksfourthinusage•Among

Azul

Viagens

enthusiasts,40%

fallunder

thehigh-income

category•Interms

of

loyalty,AzulViagens

isfifth

inBrazil•AzulViagenshasascore

of

31%

formedia

buzz•Consumers

want

theircarrental

brandsto

havereliability,

honesty

/trustworthiness,

and

authenticity3Sources:

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

Azul

Viagens

at

80%Brand

profile:

snapshotBrand

performance

of

Azul

ViagensinBrazil80%73%32%31%18%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carrental‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=909,

respondents

who

know

the

individual

brand

(popularity),

n=909,

respondents

who

knowthe

individual

brand

(usage),

n=168,

respondents

who

have

used

the

individual

brand

(loyalty),

n=909,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAzulViagens

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatAzulViagens

islikedby2%

of

Babyboomers

and

16%of

Gen

Xers,whereas

the

total

shareof

industryusersis3%

and26%,

respectively.33%29%26%ForMillennials

andGen

Z,

49%

and

33%

feel

positivelytowards

AzulViagens,

versus

43%

and

29%.

So16%currently,

forAzulViagens,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=287,

Azul

Viagens

enthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

AzulViagens

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

AzulViagens

has

asimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%56%56%

ofwomen

likeAzulViagenscompared

to

44%

of

men,whereas

forthe

overall

industry,51%

of

women

usecarrental

compared

to49%

ofmen.88%86%10%

ofAzulViagens

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.44%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=287,

Azul

Viagensenthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Azul

Viagens

enthusiasts,

40%

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.8%6%Single40%39%8%13%CoupleSingleparentNuclear40%

ofAzulViagens

enthusiastsarefrom

high-income

households.AzulViagens’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

24%

ofAzulViagens

enthusiastshavethiscurrentlivingsituation.8%8%40%41%29%31%30%Multi-generational9%10%24%20%31%ExtendedOther2%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=287,

Azul

Viagens

enthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

rental

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

car

rental

brandsForcarrental,thetopthree

qualitiesusers

wantfrom

abrandarereliability,honesty

/trustworthiness,

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

users

also

appreciatethesekey

attributes,indicating

AzulViagensexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAzul

Viagensenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityAzulViagens

shouldwork

onpromotingreliability

to

convert

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=168,

Azul

Viagens

users’,n=287,

Azul

Viagens

enthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Azul

Viagens

fans,

33%

state

that

they

get

excited

about

carrentalservicesBrand

profile:

attitudesWhat

doconsumersthink

ofcar

rentalingeneral?48%46%45%37%36%35%34%34%33%32%30%29%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=287,

Azul

Viagens

enthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Azul

Viagens

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carrental,theaverage

awareness

ofabrandinBrazil

is

45%.

Awareness

of

Azul

Viagens,however,

is

at73%.Awareness32%

ofBrazilian

carrental

userssay

theylike

AzulViagens,

compared

to

anindustryaverage

brandpopularity

of28%.18%

ofindustryusers

inBrazil

saythey

useAzulViagens,

with

the

average

usageofabrandat17%.BuzzPopularity80%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.AzulViagens

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of31%compared

to

22%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Carrental‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=909,

respondents

who

know

the

individual

brand

(popularity),

n=909,

respondents

who

knowthe

individual

brand

(usage),

n=168,

respondents

who

have

used

the

individual

brand

(loyalty),

n=909,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

ranks

third

in

awareness

within

the

car

rental

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAzulViagensRank#

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.1D84%83%73%65%61%50%47%39%38%32%2LocalizaAzul

ViagensMovida27%345UnidasUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ViajaNetHertz773%8NationalEuropcarOutofallrespondents,

73%

were

aware

of

AzulViagens.

Thisranksthemthird

compared

tootherbrandssurveyed

inthismarket.9AlugueBrasil

AlugueldeCarrosAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Azul

Viagens

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAzulViagensRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Localiza74%52%42%38%32%30%26%22%20%20%2Movida32%3DUnidas4Outofconsumers

who

knew

thebrand,

32%

saidtheyliked

AzulViagens.

Thisranksthemfifthcompared

toother

brandssurveyed

inthismarket.5Azul

ViagensHertz6AlugueBrasil

AlugueldeCarros768%8Alamo9NationaleDestinosPopularityN/A1014

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=909,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

ranksfourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAzulViagensRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

carrental,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Localiza18%2Movida30%3DAzul

ViagensUnidas25%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

AzulViagens.

Thisranksthemfourthcomparedtootherbrandssurveyed

inthismarket.418%518%AlugueBrasil

AlugueldeCarros618%7AlamoHertz17%815%82%9eDestinosAvis14%UsageN/A1011%15

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=909,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,Azul

Viagens

is

fifth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAzul

Viagens’consumersRank#

BrandLoyalty

%91%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.1Localiza20%2ViajaNet86%3Movida81%4DAzul

Viagens81%580%AlugueBrasil

AlugueldeCarros680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carrental,whichof

the

following

brandsareyou

likely

touseagaininthe

future?”.7Hertz78%8Unidas76%80%9Referência

RentaCareDestinos75%Outofrespondents

whohaveused

AzulViagens,

80%saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=168,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

has

a

score

of

31%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAzul

ViagensRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Localiza2DMovida50%31%339%Outofconsumers

who

knew

thebrand,

31%

saidtheyhadheardaboutAzulViagens

inthe

media.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4Azul

ViagensUnidas31%524%6Hertz20%AlugueBrasil

AlugueldeCarros720%69%8eDestinosAlamo18%917%BuzzN/A10ViajaNet15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=909,

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.•

Identifyandu