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

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:

VelRosita

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

Vel

Rosita’s

performance

inthelaundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202484%

of

Vel

Rosita

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Vel

Rosita’s

branding

resonates

more

with

Gen

X•Vel

Rosita

rankstenthinawareness

within

thelaundrydetergent

market•Vel

Rosita

generally

appealstowomen

more

thanmen•Thepopularity

ratingof

Vel

Rosita

is47%•Vel

Rosita

rankseighthinusage•Among

Vel

Rosita

enthusiasts,37%

fallunderthehigh-income

category•Interms

of

loyalty,Vel

Rosita

isfirstinMexico•Vel

Rosita

hasascore

of

25%

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.4Loyalty

is

the

highest

scoring

KPI

for

Vel

Rosita

at

84%Brand

profile:

snapshotBrand

performance

of

VelRosita

inMexico84%74%47%34%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),n=926,

respondents

who

know

the

individual

brand

(popularity),

n=926,

respondentswho

know

the

individual

brand

(usage),

n=315,

respondents

who

have

used

the

individual

brand

(loyalty),

n=926,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vel

Rosita’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%37%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVel

Rosita

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatVel

Rosita

islikedby7%

ofBaby

boomers

and

33%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

24%,

respectively.33%24%21%ForMillennials

andGen

Z,

39%

and

21%

feel

positivelytowards

Vel

Rosita,

versus

37%

and

35%.

Socurrently,forVel

Rosita,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.7%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=433,

Vel

Rosita

enthusiast,

n=1,222,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Vel

Rosita

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Vel

Rosita

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof4%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Vel

Rosita

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%55%55%

ofwomen

likeVel

Rosita

comparedto45%

of

men,whereas

fortheoverallindustry,51%

of

women

uselaundrydetergent

compared

to

49%

of

men.92%89%4%

of

Vel

Rosita

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.45%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=433,

Vel

Rositaenthusiast,

n=1,222,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Vel

Rosita

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.6%8%Single34%37%15%14%CoupleSingleparentNuclear37%

ofVel

Rosita

enthusiastsare

fromhigh-income

households.Vel

Rosita’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

39%

of

Vel

Rositaenthusiastshavethiscurrent

livingsituation.9%6%34%32%39%34%35%Multi-generational11%10%17%24%ExtendedOther28%3%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=433,

Vel

Rosita

enthusiast,

n=1,222,

laundry

detergentusersSources:

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%Vel

Rosita

users

alsoappreciate

thesekey

attributes,indicating

Vel

Rositaexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatVel

Rosita

enthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityVel

Rosita

shouldwork

onpromotingreliability

to

convert

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=315,

Vel

Rosita

users’,n=433,

Vel

Rosita

enthusiast,

n=1,222,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Vel

Rosita

fans,

23%

state

that

they

get

excited

about

laundry

detergentproductsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?56%50%37%31%31%25%23%21%18%16%10%

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=433,

Vel

Rositaenthusiast,

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

Vel

Rosita

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinMexico

is79%.

Awareness

ofVel

Rosita,

however,

isat74%.Awareness47%

ofMexican

laundrydetergent

userssay

theylikeVel

Rosita,

compared

toanindustryaverage

brandpopularity

of43%.34%

ofindustryusers

inMexico

saythey

useVelRosita,

withtheaverage

usageof

abrandat36%.BuzzPopularity84%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.Vel

Rosita

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

33%.Sooverall,

the

results

showtheir

performance

tobeinconsistent

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=926,

respondents

who

know

the

individual

brand

(popularity),

n=926,

respondentswho

know

the

individual

brand

(usage),

n=315,

respondents

who

have

used

the

individual

brand

(loyalty),

n=926,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vel

Rosita

ranks

tenth

in

awareness

within

the

laundry

detergent

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVel

RositaRank#

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%2Roma12326%34Foca5VivaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Blanca

NievesPersil774%8MASOutofallrespondents,

74%

were

aware

of

Vel

Rosita.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.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

Vel

Rosita

is

47%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVel

RositaRank#

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%2Ace3RomaPersil447%Outofconsumers

who

knew

thebrand,

47%

saidtheyliked

Vel

Rosita.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.5VelRosita12353%67Foca8MAS9Blanca

NievesBold3PopularityN/A1014

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=926,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vel

Rosita

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofVel

RositaRank#

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%34%3RomaPersil44%Outofconsumers

who

knew

thebrand,

34%

saidtheyused

Vel

Rosita.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.439%512337%6Foca35%66%MAS35%78VelRositaBlanca

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=926,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Vel

Rosita

is

first

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVelRosita’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

Vel

Rosita,

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=315,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vel

Rosita

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVelRositaRank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Ariel2Ace65%25%3PersilMAS53%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutVel

Rosita

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.439%512337%6Bold3VelRositaViva29%725%75%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=926,

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.•

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