机构研究报告-Brand KPIs for laundry detergent Blanca Nieves in Mexico-外文版培训课件

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Blanca

Nieves

in

MexicoConsumer

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

BlancaNieves’

performance

inthe

laundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

Blanca

Nieves

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•BlancaNieves’

brandingresonates

more

with

Gen

Z•BlancaNieves

rankssixthinawareness

within

thelaundrydetergent

market•BlancaNieves

generally

appealstowomen

morethan

men•Thepopularity

ratingof

BlancaNieves

is39%•Among

BlancaNieves

enthusiasts,28%

fallunderthe

•BlancaNieves

ranksninth

inusagehigh-income

category•Interms

of

loyalty,BlancaNieves

is

outsidetheTop10

inMexico•Consumers

want

theirlaundrydetergent

brandstohavereliability,friendliness,

and

honesty

/trustworthiness•BlancaNieves

hasascore

of20%

formedia

buzz3Sources:

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.4Awareness

is

the

highest

scoring

KPI

for

Blanca

Nieves

at

86%Brand

profile:

snapshotBrand

performance

of

BlancaNievesinMexico86%74%39%33%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),n=1,074,

respondents

who

know

the

individual

brand

(popularity),

n=1,074,

respondentswho

know

the

individual

brand

(usage),

n=359,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,074,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Blanca

Nieves’

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBlancaNieves

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBlancaNieves

islikedby3%

of

Babyboomersand18%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and24%,

respectively.37%36%35%24%18%ForMillennials

andGen

Z,

36%

and

44%

feel

positivelytowards

BlancaNieves,

versus

37%

and35%.

Socurrently,

forBlancaNieves,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=423,

Blanca

Nieves

enthusiast,

n=1,222,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Blanca

Nieves

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

BlancaNieves

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BlancaNieves

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%54%54%

ofwomen

likeBlancaNievescompared

to

46%

of

men,whereas

forthe

overall

industry,51%

of

women

uselaundrydetergent

compared

to

49%

ofmen.89%89%7%

of

BlancaNieves

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=423,

BlancaNieves

enthusiast,

n=1,222,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Blanca

Nieves

enthusiasts,

28%

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%8%Single28%34%15%14%CoupleSingleparentNuclear28%

ofBlancaNieves

enthusiastsarefrom

high-income

households.BlancaNieves’

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

27%

ofBlancaNieves

enthusiastshavethiscurrent

living

situation.7%6%32%34%32%29%34%Multi-generational10%10%40%27%24%ExtendedOther5%4%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

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=423,

Blanca

Nieves

enthusiast,

n=1,222,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

laundry

detergent

brands

to

have

reliability,

friendliness,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

laundrydetergentbrandsForlaundrydetergent,

the

top

threequalitiesusers

want

from

abrand

arereliability,

friendliness,

and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%BlancaNieves

users

alsoappreciatethese

key

attributes,indicatingBlancaNieves

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatBlancaNievesenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityBlancaNieves

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

laundry

detergent,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

laundrydetergent,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=359,

Blanca

Nieves

users’,n=423,

Blanca

Nieves

enthusiast,

n=1,222,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Blanca

Nieves

fans,

23%

state

that

they

get

excited

about

laundrydetergent

productsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?50%49%33%31%27%25%23%20%18%16%14%10%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

laundrydetergent

topicsrelating

toproductslaundrydetergentBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

laundry

detergentdo

youagree

with?”;

Multi

Pick;

“When

it

comes

tolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=423,

Blanca

Nieves

enthusiast,n=1,222,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Blanca

Nieves

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinMexico

is79%.

Awareness

ofBlancaNieves,

however,

isat86%.Awareness39%

ofMexican

laundrydetergent

userssay

theylikeBlancaNieves,

compared

toanindustryaverage

brandpopularity

of43%.33%

ofindustryusers

inMexico

saythey

useBlancaNieves,

with

the

average

usageof

abrandat36%.BuzzPopularity74%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.BlancaNieves

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of20%compared

to

33%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),n=1,074,

respondents

who

know

the

individual

brand

(popularity),

n=1,074,

respondentswho

know

the

individual

brand

(usage),

n=359,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,074,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Blanca

Nieves

ranks

sixth

in

awareness

within

the

laundry

detergent

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBlanca

NievesRank#

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.1Ariel97%92%92%90%88%86%86%85%82%74%14%2Roma12334Foca5VivaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Blanca

NievesPersil78MASOutofallrespondents,

86%

were

aware

of

BlancaNieves.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.86%N/A9Bold3VelRositaAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Blanca

Nieves

is

39%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBlanca

NievesRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Ariel70%63%51%48%47%42%41%40%39%36%2Ace3RomaPersil39%4Outofconsumers

who

knew

thebrand,

39%

saidtheyliked

BlancaNieves.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.5VelRosita123661%7Foca8MAS9Blanca

NievesBold3PopularityN/A1014

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,074,

respondents

whoknow

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Blanca

Nieves

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBlanca

NievesRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandshaveyouused

inthe

past12

months?”.1Ariel2Ace54%33%3RomaPersil44%Outofconsumers

who

knew

thebrand,

33%

saidtheyused

BlancaNieves.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.439%512337%6Foca35%67%7MAS35%8VelRositaBlanca

NievesBold334%933%UsageN/A1032%15

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,074,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Blanca

Nieves

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBlanca

Nieves’consumersRank#

BrandLoyalty

%84%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.1VelRositaRomaCarismaPersilAriel284%26%384%484%583%6MAS80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.7Ace79%74%812379%9Tide78%Outofrespondents

whohaveused

BlancaNieves,74%

saidthey

would

usethebrand

again.LoyaltyN/A10Bold377%16

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=359,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Blanca

Nieves

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBlanca

NievesRank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Ariel20%2Ace65%3PersilMAS53%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutBlancaNieves

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.439%512337%6Bold3VelRositaViva29%725%823%80%9RomaFoca23%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,074,

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.