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

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Ghadi

in

IndiaConsumer

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

Ghadi’sperformance

inthelaundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202464%

of

Ghadi

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Ghadi’sbrandingresonates

more

with

Gen

Z•Ghadigenerally

appealsto

men

more

than

women•Ghadirankstenthinawareness

withinthelaundrydetergent

market•Thepopularity

ratingof

Ghadi

is

45%•Ghadirankssixthinusage•Among

Ghadi

enthusiasts,31%

fallunderthehigh-income

category•Consumers

want

theirlaundrydetergent

brandstohavehonesty

/trustworthiness,

authenticity,andreliability•Interms

of

loyalty,Ghadiisoutside

the

Top

10

inIndia•Ghadihasascore

of

47%

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

Ghadi

at

76%Brand

profile:

snapshotBrand

performance

of

GhadiinIndia76%64%47%45%37%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=946,

respondents

who

know

the

individual

brand

(popularity),

n=946,

respondentswho

know

the

individual

brand

(usage),

n=352,

respondents

who

have

used

the

individual

brand

(loyalty),

n=946,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ghadi’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGhadibygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatGhadiislikedby0%

of

Babyboomers

and

9%

of

GenXers,

whereas

thetotalshareof

industryusers

is0%and13%,

respectively.41%40%ForMillennials

andGen

Z,

40%

and

51%

feel

positivelytowards

Ghadi,versus

41%

and

47%.

Socurrently,

forGhadi,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.13%9%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=421,

Ghadi

enthusiast,

n=1,232,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Ghadi

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Ghadishows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Ghadihasahigherproportionof

LGBTQIA+consumers

when15%80%19%36%64%41%59%64%

ofmen

likeGhadicompared

to

36%of

women,

whereas

forthe

overallindustry,59%

of

men

uselaundrydetergent

compared

to

41%

of

women.compared

to

theindustryusers

ingeneral.78%19%

ofGhadienthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to15%

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=421,

Ghadienthusiast,

n=1,232,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Ghadi

enthusiasts,

31%

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%5%Single31%31%37%32%6%6%CoupleSingleparentNuclear31%

ofGhadienthusiastsarefrom

high-income

households.Ghadi’sbrandis

generally

enjoyed

morebyconsumers

who

arepartof

amulti-generational

household,

28%

of

Ghadienthusiastshavethiscurrent

livingsituation.5%5%36%20%23%Multi-generational28%26%35%33%33%ExtendedOther2%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

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=421,

Ghadi

enthusiast,

n=1,232,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

laundry

detergent

brands

to

have

honesty

/trustworthiness,

authenticity,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

laundrydetergentbrandsForlaundrydetergent,

the

top

threequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

authenticity,andreliability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Ghadiusers

alsoappreciate

thesekeyattributes,indicating

Ghadiexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatGhadi

enthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityGhadishouldwork

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=352,

Ghadi

users’,n=421,Ghadi

enthusiast,

n=1,232,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Ghadi

fans,

40%

state

that

they

get

excited

about

laundry

detergentproductsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?51%46%46%44%42%40%40%40%36%34%33%28%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=421,

Ghadi

enthusiast,

n=1,232,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.1164%

of

Ghadi

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinIndiais69%.

Awareness

ofGhadi,however,

is

at76%.Awareness45%

ofIndianlaundrydetergent

users

saytheylikeGhadi,compared

to

anindustryaverage

brandpopularity

of38%.37%

ofindustryusers

inIndiasaythey

useGhadi,withthe

average

usageof

abrand

at31%.BuzzPopularity64%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Ghadihasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

47%

comparedto33%.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=1,249,

all

respondents

(awareness),n=946,

respondents

who

know

the

individual

brand

(popularity),

n=946,

respondentswho

know

the

individual

brand

(usage),

n=352,

respondents

who

have

used

the

individual

brand

(loyalty),

n=946,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ghadi

ranks

tenth

in

awareness

within

the

laundry

detergent

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGhadiRank#

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.1Surf

excelAriel97%97%96%95%94%87%86%82%80%76%24%23Tide4Wheel5RinUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Nirma7PatanjaliMr.

WhiteGodrej

EzeeGhadi76%8Outofallrespondents,

76%

were

aware

of

Ghadi.Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Ghadi

is

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGhadiRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Surf

excelAriel75%69%60%54%46%45%42%40%40%39%23Tide4Rin45%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

Ghadi.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.5WheelGhadi55%67NirmaSunlightGodrej

EzeeHenko89PopularityN/A1014

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=946,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ghadi

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofGhadiRank#

BrandUsage

%69%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandshaveyouused

inthe

past12

months?”.1Surf

excelAriel258%3Tide53%37%Outofconsumers

who

knew

thebrand,

37%

saidtheyused

Ghadi.Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.4Rin45%5WheelGhadi37%637%63%7SunlightGodrej

EzeeHenkoNirma34%834%930%UsageN/A1029%15

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=946,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Ghadi

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGhadi’sconsumersRank#

BrandLoyalty

%89%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.1Surf

excelAriel282%3SunlightTide78%36%477%5Wheel75%6ActiveWhiteRin74%64%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.773%8Godrej

EzeeHenko72%969%Outofrespondents

whohaveused

Ghadi,64%

saidthey

would

usethebrand

again.LoyaltyN/A10Nirma68%16

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=352,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ghadi

has

a

score

of

47%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGhadiRank#

BrandBuzz%65%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Surf

excelAriel262%3Tide52%Outofconsumers

who

knew

thebrand,

47%

saidtheyhadheardaboutGhadiinthemedia.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4Ghadi47%47%5Rin45%53%6SunlightNirmaWheelHenkoActiveWhite37%737%836%935%BuzzN/A1034%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=946,

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•

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