机构研究报告-Brand KPIs for headphones Multilaser in Brazil-外文版培训课件

CONSUMER&

BRANDBrandKPIs

for

headphones:

Multilaserin

BrazilConsumer

Insights

reportNovember2024Discover

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.

3750Ourdataallows

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

Multilaser’s

performance

intheheadphonemarket.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202448%

of

Multilaser

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Multilaser’s

brandingresonates

more

with

Millennials

•Multilaser

rankseighth

inawareness

within

theheadphonemarket•Multilaser

generally

appealstowomen

more

thanmen•Thepopularity

ratingof

Multilaser

is21%•Multilaser

ranksoutside

the

Top

10

inusage•Among

Multilaser

enthusiasts,37%

fallunderthehigh-income

category•Interms

of

loyalty,Multilaser

is

outsidethe

Top

10

in•Consumers

want

theirheadphonebrandstohaveBrazilreliability,

authenticity,and

honesty

/trustworthiness•Multilaser

hasascore

of15%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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.4Awareness

is

the

highest

scoring

KPI

for

Multilaser

at

82%Brand

profile:

snapshotBrand

performance

of

MultilaserinBrazil82%48%21%15%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Headphones

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,021,

respondents

who

know

the

individual

brand

(popularity),

n=1,021,

respondents

whoknow

the

individual

brand(usage),

n=122,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,021,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMultilaser

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatMultilaser

islikedby

3%

of

Baby

boomers

and23%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

27%,

respectively.30%29%27%23%ForMillennials

andGen

Z,

45%

and

29%

feel

positivelytowards

Multilaser,

versus

40%

and30%.

So

currently,forMultilaser,

Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=210,

Multilaser

enthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Multilaser

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Multilaser

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%62%62%

ofwomen

likeMultilaser

comparedto38%

of

men,whereas

fortheoverallindustry,51%

of

women

useheadphones

compared

to49%

ofmen.88%90%9%

of

Multilaser

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.38%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

headphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=210,

Multilaserenthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Multilaser

enthusiasts,

37%

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.4%8%Single35%37%16%14%CoupleSingleparentNuclear37%

ofMultilaser

enthusiastsarefromhigh-income

households.Multilaser’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

10%

ofMultilaser

enthusiastshavethiscurrentlivingsituation.7%9%29%33%32%37%37%Multi-generational10%7%23%23%34%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

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=210,

Multilaser

enthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

headphone

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

headphonebrandsForheadphones,

thetopthree

qualitiesusers

wantfrom

abrandarereliability,authenticity,andhonesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.60%40%20%0%Multilaser

users

alsoappreciate

thesekey

attributes,indicating

Multilaserexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMultilaser

enthusiastsareleast

focused

on

arehighvalueandboldness.ReliabilityExclusivityMultilaser

should

work

on

promotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

headphones,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

toheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

headphones,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=122,

Multilaser

users’,n=210,

Multilaserenthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Multilaser

fans,

58%

state

that

they

get

excited

about

headphonesBrand

profile:

attitudesWhat

doconsumersthink

ofheadphonesin

general?58%51%47%45%43%41%38%36%31%30%28%24%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustheadphonestopicsrelating

toheadphonesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

headphones

do

youagree

with?”;

Multi

Pick;“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=210,

Multilaser

enthusiast,

n=1,169,

headphoneusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1148%

of

Multilaser

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

headphones,

theaverage

awarenessof

abrand

inBrazil

is60%.

Awareness

ofMultilaser,however,

is

at82%.Awareness21%

ofBrazilian

headphoneusers

saytheylikeMultilaser,

compared

to

anindustryaverage

brandpopularity

of28%.12%

ofindustryusers

inBrazil

saythey

useMultilaser,with

the

average

usageofabrandat18%.BuzzPopularity48%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

68%.Multilaser

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

21%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Headphones

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,021,

respondents

who

know

the

individual

brand

(popularity),

n=1,021,

respondents

whoknow

the

individual

brand(usage),

n=122,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,021,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

ranks

eighth

in

awareness

within

the

headphone

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMultilaserRank#

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.1SamsungSony98%96%94%94%92%91%90%82%81%69%18%23Apple4PhilipsXiaomiPanasonicLenovoMultilaserJBL5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

82%

were

aware

of

Multilaser.Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.82%9AwarenessN/A10Huawei13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Multilaser

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMultilaserRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1JBL72%66%47%40%39%30%30%29%25%23%21%2SamsungAppleXiaomiSony34Outofconsumers

who

knew

thebrand,

21%

saidtheyliked

Multilaser.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56Beats7Bose8PhilipsLenovoHyperX79%9PopularityN/A1014

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,021,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMultilaserRank#

BrandUsage

%51%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toheadphones,

which

ofthefollowing

brandshaveyouused

inthe

past12

months?”.1JBL12%2SamsungAppleXiaomiSony49%331%Outofconsumers

who

knew

thebrand,

12%

saidtheyused

Multilaser.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.427%517%6HyperXAKG16%716%8BeatsBose15%88%914%UsageN/A10Edifier14%15

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,021,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Multilaser

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMultilaser’s

consumersRank#

BrandLoyalty

%86%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.1JBL2Apple83%3SamsungXiaomiHyperXBose79%476%48%576%52%675%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

headphones,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Sony74%8PhilipsAKG71%971%Outofrespondents

whohaveused

Multilaser,

48%saidthey

would

usethebrand

again.LoyaltyN/A10Sennheiser69%16

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=122,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Multilaser

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMultilaserRank#

BrandBuzz%53%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1JBL15%2SamsungApple50%347%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutMultilaser

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4XiaomiSony28%524%6HyperXLenovoBeats19%719%818%85%9PhilipsHuawei17%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,021,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderstandyourcoreaudien