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

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Roma

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

Roma’s

performance

inthelaundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202484%

of

Roma

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Roma’s

brandingresonates

with

Gen

Xsimilarly

to•Roma

rankssecond

inawareness

withinthelaundryother

brandsinthe

industrydetergent

market•Roma

generally

appealstowomen

more

than

men•Thepopularity

ratingof

Roma

is51%•Roma

ranksthirdinusage•Among

Roma

enthusiasts,28%

fallunderthe

high-income

category•Interms

of

loyalty,Roma

is

second

inMexico•Roma

hasascore

of23%

formedia

buzz•Consumers

want

theirlaundrydetergent

brandstohavereliability,friendliness,

and

honesty

/trustworthiness3Sources:

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

Roma

at

92%Brand

profile:

snapshotBrand

performance

of

Roma

inMexico92%84%51%44%23%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),n=1,153,

respondents

who

know

the

individual

brand

(popularity),

n=1,153,

respondentswho

know

the

individual

brand

(usage),

n=513,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,153,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Roma’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%37%35%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRoma

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatRoma

islikedby

3%

of

Baby

boomers

and25%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and24%,

respectively.25%24%ForMillennials

andGen

Z,

38%

and

33%

feel

positivelytowards

Roma,

versus

37%

and35%.

So

currently,

forRoma,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

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=590,

Romaenthusiast,

n=1,222,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Roma

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Roma

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Roma

hasasimilar8%7%52%

ofwomen

likeRoma

compared

to48%

ofmen,

whereas

for

the

overallindustry,51%

of

women

uselaundrydetergent

compared

to

49%

of

men.52%48%51%49%proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.88%89%8%

of

Roma

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.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=590,

Romaenthusiast,

n=1,222,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Roma

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%Single29%34%12%14%CoupleSingleparentNuclear28%

ofRoma

enthusiastsarefrom

high-income

households.Roma’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

asingleparent

household,

8%

ofRomaenthusiastshavethiscurrent

livingsituation.8%6%38%34%32%33%34%Multi-generational11%10%25%24%33%ExtendedOther3%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=590,

Romaenthusiast,

n=1,222,

laundrydetergentusersSources:

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%Roma

users

alsoappreciate

these

keyattributes,indicating

Roma

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatRoma

enthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityRoma

should

work

on

promoting

thrill/excitement

toconvert

enthusiastsintoowners.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=513,

Romausers’,n=590,Romaenthusiast,

n=1,222,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Roma

fans,

20%

state

that

they

get

excited

about

laundry

detergentproductsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?52%50%36%31%28%25%20%18%18%16%12%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=590,

Romaenthusiast,

n=1,222,laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1184%

of

Roma

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinMexico

is79%.

Awareness

ofRoma,

however,

isat92%.Awareness51%

ofMexican

laundrydetergent

userssay

theylikeRoma,

compared

to

anindustryaverage

brandpopularity

of43%.44%

ofindustryusers

inMexico

saythey

useRoma,with

the

average

usageofabrandat36%.BuzzPopularity84%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.Roma

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of23%

compared

to33%.Sooverall,

the

results

showtheir

performance

tobeabove

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=1,153,

respondents

who

know

the

individual

brand

(popularity),

n=1,153,

respondentswho

know

the

individual

brand

(usage),

n=513,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,153,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Roma

ranks

second

in

awareness

within

the

laundry

detergent

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRoma8%Rank#

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%2Roma12334Foca5VivaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Blanca

NievesPersil78MASOutofallrespondents,

92%

were

aware

of

Roma.

Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.92%9Bold3VelRositaAwarenessN/A1013

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

Roma

is

51%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRomaRank#

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%2Ace3RomaPersil449%Outofconsumers

who

knew

thebrand,

51%

saidtheyliked

Roma.

Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.5VelRosita12351%67Foca8MAS9Blanca

NievesBold3PopularityN/A1014

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,153,

respondents

whoknow

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Roma

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofRomaRank#

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%3RomaPersil44%Outofconsumers

who

knew

thebrand,

44%

saidtheyused

Roma.

Thisranksthemthird

compared

tootherbrandssurveyed

inthismarket.439%44%512337%56%6Foca35%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=1,153,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Roma

is

second

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRoma’s

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.1VelRositaRomaCarismaPersilAriel16%284%384%484%583%6MAS80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.7Ace79%812379%84%9Tide78%Outofrespondents

whohaveused

Roma,

84%

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=513,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Roma

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRomaRank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Ariel23%2Ace65%3PersilMAS53%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutRoma

inthemedia.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.439%512337%6Bold3VelRositaViva29%725%77%823%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=1,153,

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.•

Identifyandunderstandyourcoreaudiences•