Brand KPIs for milk：Visakha Dairy in India-英文培训课件2025

CONSUMER&

BRANDBrandKPIs

for

milk:

Visakha

Dairy

inIndiaConsumer

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.

7500Ourdataallows

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

Visakha

Dairy’s

performance

inthe

milk

market.Fieldwork:April-July

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

202475%

of

Visakha

Dairydrinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Visakha

Dairy’sbrandingresonates

more

with•Visakha

Dairy

ranksoutside

the

Top

10

inawarenessMillennialswithin

the

milk

market•Visakha

Dairy

generally

appealsto

men

more

thanwomen•Thepopularity

ratingof

Visakha

Dairy

is15%•Visakha

Dairy

ranksoutside

the

Top

10

in•Among

VisakhaDairy

enthusiasts,51%

fallunderthe

consumptionhigh-income

category•Interms

of

loyalty,Visakha

Dairy

is

ninth

inIndia•Visakha

Dairy

hasascore

of

10%

formedia

buzz•Consumers

want

theirmilk

brandsto

havehonesty

/trustworthiness,

authenticity,andhigh

value3Sources:

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

Visakha

Dairy

at

75%Brand

profile:

snapshotBrand

performance

of

VisakhaDairy

inIndia75%42%15%14%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=523,

respondents

who

know

the

individual

brand

(popularity),

n=523,

respondents

who

knowthe

individual

brand

(consumption),

n=73,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=523,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Visakha

Dairy’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations55%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVisakha

Dairy

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatVisakhaDairy

islikedby0%

of

Babyboomers

and10%of

Gen

Xers,whereas

the

total

shareof

industryusersis0%

and13%,

respectively.45%42%35%ForMillennials

andGen

Z,

55%

and

35%

feel

positivelytowards

Visakha

Dairy,versus

42%

and45%.

Socurrently,

forVisakha

Dairy,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.13%10%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=77,Visakha

Dairyenthusiast,

n=1,244,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Visakha

Dairy

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Visakha

Dairy

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.12%14%82%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Visakha

Dairy

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.39%61%40%60%61%

ofmen

likeVisakha

Dairy

comparedto39%

of

women,

whereas

fortheoverall

industry,60%

ofmen

drink

milkcompared

to

40%

of

women.86%12%

ofVisakha

Dairy

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to14%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=77,

Visakha

Dairyenthusiast,

n=1,244,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Visakha

Dairy

enthusiasts,

51%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anddrinkerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.4%4%Single40%4%5%CoupleSingleparentNuclear51%

ofVisakha

Dairy

enthusiastsarefrom

high-income

households.Visakha

Dairy’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,38%

ofVisakha

Dairy

enthusiastshavethiscurrent

living

situation.51%4%4%21%20%29%31%27%Multi-generational38%30%30%ExtendedOther35%23%0%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

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=77,

Visakha

Dairyenthusiast,

n=1,244,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

brands

to

have

honesty

/

trustworthiness,authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesdrinkers

want

from

milkbrandsAuthenticityFormilk,thetopthree

qualitiesdrinkerswant

fromabrandare

honesty

/trustworthiness,

authenticity,andhighvalue.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityVisakha

Dairy

drinkers

alsoappreciatethese

key

attributes,indicatingVisakhaDairy

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatVisakhaDairyenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityVisakha

Dairy

shouldwork

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

milk,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brandshave

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=73,

Visakha

Dairyconsumers’,n=77,

Visakha

Dairyenthusiast,n=1,244,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Visakha

Dairy

fans,

73%

state

that

they

get

excited

about

milk

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkingeneral?73%73%69%66%58%48%48%47%45%45%42%26%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIliketotalkabouttopicsrelating

tomilkIknow

and

trustmilk

productsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

milk

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=77,

Visakha

Dairyenthusiast,

n=1,244,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1175%

of

Visakha

Dairydrinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk,theaverage

awareness

of

abrandinIndia

is

62%.

Awareness

of

VisakhaDairy,however,

is

at42%.Awareness15%

ofIndianmilk

drinkers

saytheylikeVisakhaDairy,compared

to

anindustryaverage

brandpopularity

of37%.14%

ofindustrydrinkers

inIndiasaythey

drinkVisakha

Dairy,with

the

average

consumption

of

abrandat31%.BuzzPopularity75%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Visakha

Dairy

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of10%compared

to

32%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Milk

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=523,

respondents

who

know

the

individual

brand

(popularity),

n=523,

respondents

who

knowthe

individual

brand

(consumption),

n=73,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=523,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Visakha

Dairy

ranks

outside

the

Top

10

in

awareness

within

the

milk

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVisakha

DairyRank#

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.1Amul97%93%92%90%75%73%73%70%65%57%2Nestle3BritanniaMother

DairyCountry

DelightGowardhanNandini42%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.58%678MilkyMistGokulOutofallrespondents,

42%

were

aware

of

VisakhaDairy.

ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A10Cavin's13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Visakha

Dairy

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVisakha

DairyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amul89%64%47%46%41%39%39%38%37%36%15%2Mother

DairyBritanniaNestle34Outofconsumers

who

knew

thebrand,

15%

saidtheyliked

Visakha

Dairy.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.5MilkyMistGokul67Country

DelightArokya885%9HappyMilkNandiniPopularityN/A1014

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=523,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Visakha

Dairy

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofVisakhaDairyRank#

BrandUsage

%85%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

milk,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Amul14%2Mother

DairyNestle54%343%Outofconsumers

who

knew

thebrand,

14%

saidtheydrankVisakha

Dairy.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.4BritanniaCountry

DelightMilkyMistArokya41%533%633%732%8Gokul29%86%9HappyMilkMilma28%UsageN/A1028%15

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=523,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Visakha

Dairy

is

ninth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVisakha

Dairy’sconsumersRank#

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.1Amul2Aavin86%25%3Milma84%4Mother

DairyNandini84%583%6Nestle81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk,which

of

thefollowing

brandsareyou

likely

toconsume

againinthe

future?”.7Country

DelightHatsun80%75%877%9Visakha

DairyMilkyMist75%Outofrespondents

whohavedrankVisakha

Dairy,75%

saidthey

would

consume

the

brandagain.LoyaltyN/A1075%16

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=73,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Visakha

Dairy

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVisakha

DairyRank#

BrandBuzz%85%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amul10%2Mother

DairyBritanniaNestle48%346%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutVisakha

Dairy

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.440%5Country

DelightMilkyMistArokya38%637%737%8Cavin's30%90%9HappyMilkAavin29%BuzzN/A1028%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=523,

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.•

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