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

CONSUMER&

BRANDBrandKPIs

for

headphones:Plantronics

in

GermanyConsumer

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

Plantronics’performance

inthe

headphone

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202445%

of

Plantronics

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Plantronics’brandingresonates

more

with•Plantronicsranksoutside

the

Top

10

inawarenessMillennialswithin

the

headphone

market•Plantronicsgenerally

appealsto

men

more

than•Thepopularity

ratingof

Plantronicsis9%women•Plantronicsranksoutside

the

Top

10

inusage•Among

Plantronicsenthusiasts,54%

fallunderthehigh-income

category•Interms

of

loyalty,Plantronicsisoutside

the

Top

10

inGermany•Consumers

want

theirheadphonebrandstohavehighvalue,reliability,andcoolness•Plantronicshasascore

of

6%

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.4Loyalty

is

the

highest

scoring

KPI

for

Plantronics

at

45%Brand

profile:

snapshotBrand

performance

of

Plantronics

inGermany45%14%9%6%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Headphones

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=177,

respondents

who

know

the

individual

brand

(popularity),

n=177,

respondents

whoknow

the

individual

brand(usage),

n=11,

respondents

who

have

used

the

individual

brand

(loyalty),

n=177,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Plantronics’

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations62%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePlantronicsbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatPlantronicsislikedby0%

of

Babyboomers

and6%ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and

30%,

respectively.35%31%30%25%ForMillennials

andGen

Z,

62%

and

31%

feel

positivelytowards

Plantronics,versus

35%

and

25%.

Socurrently,forPlantronics,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.9%6%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=16,

Plantronics

enthusiast,

n=1,027,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Plantronics

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Plantronicsshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Plantronicshasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.19%81%48%52%81%

ofmen

likePlantronicscompared

to19%

ofwomen,

whereas

fortheoverallindustry,52%

of

men

useheadphonescompared

to

48%

of

women.81%87%6%

of

Plantronicsenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.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=16,

Plantronicsenthusiast,

n=1,027,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Plantronics

enthusiasts,

54%

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.31%27%Single38%12%CoupleSingleparentNuclear54%

ofPlantronicsenthusiastsarefromhigh-income

households.Plantronics’brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

44%

of

Plantronicsenthusiastshavethiscurrent

livingsituation.26%54%0%7%44%34%27%24%Multi-generational6%2%31%0%ExtendedOther10%15%6%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

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=16,

Plantronics

enthusiast,

n=1,027,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

headphone

brands

to

have

high

value,

reliability,

andcoolnessBrand

profile:

qualitiesQualitiesuserswant

from

headphonebrandsForheadphones,

thetopthree

qualitiesusers

wantfrom

abrandarehighvalue,reliability,

and

coolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessPlantronicsusers

alsoappreciate

thesekey

attributes,indicating

Plantronicsexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatPlantronicsenthusiastsare

least

focused

on

arethrill/excitement

andfriendliness.ReliabilityExclusivityPlantronicsshouldwork

on

promotingcleverness

toconvert

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=11,

Plantronics

users’,n=16,

Plantronicsenthusiast,

n=1,027,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Plantronics

fans,

50%

state

that

they

get

excited

about

headphonesBrand

profile:

attitudesWhat

doconsumersthink

ofheadphonesin

general?50%44%38%34%33%31%31%24%19%15%13%12%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=16,

Plantronics

enthusiast,

n=1,027,

headphoneusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1145%

of

Plantronics

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

headphones,

theaverage

awarenessof

abrand

inGermany

is56%.

Awareness

ofPlantronics,however,

is

at14%.Awareness9%

of

German

headphoneusers

saytheylikePlantronics,compared

to

anindustryaverage

brandpopularity

of27%.6%

of

industryusers

inGermany

say

theyusePlantronics,with

the

average

usageofabrandat13%.BuzzPopularity45%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

68%.Plantronicshasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of6%compared

to

13%.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=1,247,

all

respondents

(awareness),

n=177,

respondents

who

know

the

individual

brand

(popularity),

n=177,

respondents

whoknow

the

individual

brand(usage),

n=11,

respondents

who

have

used

the

individual

brand

(loyalty),

n=177,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Plantronics

ranks

outside

the

Top

10

in

awareness

within

the

headphonemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPlantronicsRank#

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.1SamsungSony94%91%91%88%88%86%80%71%61%60%14%23PhilipsLG45ApplePanasonicBoseUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678JBLOutofallrespondents,

14%

were

aware

of

Plantronics.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.86%9TeufelJVCAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Plantronics

is

9%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPlantronicsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.9%1JBL48%44%39%39%37%35%31%29%26%25%2Bose3SamsungSennheiserApple4Outofconsumers

who

knew

thebrand,

9%

saidtheyliked

Plantronics.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.56Beats7Bang

&OlufsenSony891%9BeyerdynamicJabraPopularityN/A1014

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=177,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Plantronics

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPlantronicsRank#

BrandUsage

%29%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toheadphones,

which

ofthefollowing

brandshaveyouused

inthe

past12

months?”.6%1Apple2JBL27%3SamsungJabra21%Outofconsumers

who

knew

thebrand,

6%

saidtheyused

Plantronics.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.416%5Bose16%6Beats16%7Anker15%8SennheiserBeyerdynamicBowers

&Wilkins14%914%94%UsageN/A1013%15

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=177,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Plantronics

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPlantronics’

consumersRank#

BrandLoyalty

%88%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.1Apple2SennheiserJBL84%383%4SamsungBeats80%45%578%55%6Bose77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

headphones,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Sony76%8SkullcandyAnker74%972%Outofrespondents

whohaveused

Plantronics,45%saidthey

would

usethebrand

again.LoyaltyN/A10Teufel70%16

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=11,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Plantronics

has

a

score

of

6%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPlantronicsRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.6%1Apple2JBL27%3SamsungBose22%Outofconsumers

who

knew

thebrand,

6%

saidtheyhadheardaboutPlantronicsinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.421%5Beats19%6BeyerdynamicSony12%712%8Philips11%9LG11%94%BuzzN/A10Bang

&Olufsen11%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=177,

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