美國著名飲料品牌可口可樂coca-cola市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

soft

drinks:

Coca-Cola

in

the

U.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrandsperformance

against

theindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeOurdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

3720Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Coca-Colas’

performance

inthesoft

drinksmarket.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Coca-Cola

maintains

marketleadership

by

captivating

consumers

from

variousdemographics

with

enduring

appeal

and

innovative

strategiesIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

Justlikeother

softdrinkbrands,Coca-Cola

hasahighshareof

Millennial

customers

who

likethebrand?

Coca-Cola

excels

beyond

the

industryaverage

acrossallkey

performance

indicators?

Coca-Cola

isthetop-performing

brand

for:?

Men

andwomen

are

equallyinclined

tohavea?

Popularity?

Consumption?

Buzzfavorable

view

of

Coca-Cola

asabrand?

Coca-Cola

boastsaproportion

of

LGBTQIA+consumers

thatclosely

alignswith

the

industryaverage?Coca-Cola

holdsaprominent

position

inthe

industry,rankingfirst

inall

categories,

except

forawarenesswhere

they

areplaced

second,

andloyalty

wherethey

areranked

fifth?

Coca-Cola

tendsto

attractconsumers

from

allincome

brackets?

It’sgenerally

people

innuclearhouseholds

thatlike?

However,

they

maywant

to

consider

opportunitiesCoca-Colaandtargetadvertising

atsinglehouseholds3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4The

consumption

of

Coca-Cola

significantly

exceeds

the

industry

average

in

theU.S.Brand

profile:

snapshotCoca-Colas’

brandperformance

withintheindustryofAmerican

online

consumers96%73%61%60%51%46%30%25%20%15%AwarenessPopularityConsumptionLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onsoftdrinks

awareness,popularity,

usage,loyalty

and

buzz

by

brand;

Multi

Pick;

Base:

n=1,177,

respondents

who

have

consumed

softdrinksConsumer

Insights

Global,

asofSeptember

2023Sources:Just

like

other

soft

drink

brands,

Coca-Cola

has

a

high

share

of

Millennialcustomers

who

like

the

brandBrand

Profile:

consumer

demographics

(1/3)Coca-Cola,

likeother

soft

drinkbrands,hasasubstantial

number

ofMillennial

customers

who

haveapreference

forthebrand.36%

ofMillennialconsumers

who

consume

soft

drinksare

fans

of

Coca-Cola

compared

to35%

ofMillennials

who

know

anybrandsinthesoft

drinksmarket.Generation

of

consumerswho

likeCoca-Cola36%35%27%

27%25%24%Gen

Zers,

Gen

Xers,

and

Baby

Boomers

haveasimilaraffinity

forCoca-Cola

compared

tothe

industryaverage.13%12%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosoftdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=721,

Coca-Cola

enthusiast,

n=1,189,

softdrink

consumersConsumer

Insights

Global,

asofSeptember

2023Sources:Men

and

women

are

equally

inclined

to

have

a

favorable

view

of

Coca-Cola

as

abrandBrand

Profile:

consumer

demographics

(2/3)GenderofCoca-Cola

fansTheGender

distributionamong

brandenthusiastsof

Coca-Cola

indicatesabalanced

affinity

with

the

brand,fairlyaligningwith

theindustryaverageLGBTQIA+status

ofCoca-Cola

fansCoca-Cola

boastsaproportion

ofLGBTQIA+

consumers

thatclosely

alignswith

the

industryaverage

forsoftdrinkconsumers.12%13%50%49%51%Both

men

andwomen

shareanequallikingforCoca-Cola,

with

astriking

50%of

each

groupexpressing

theirpreference

forthebrand.Thiscloselymirrors

theindustryaverage

forsoftdrinkconsumers,

where

49%

ofmenand51%

of

women

consume

thisproduct.13%

ofCoca-Cola

consumers

considerthemselves

to

bepartof

theLGBTQIA+community

compared

to12%

overall.

ItappearsthatCoca-Cola

hasattracteddiverse

audiencesandisexploringopportunities

intargetinguntappeddemographics.87%2%85%50%2%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

softdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=721,

Coca-Colaenthusiast,

n=1,189,

softdrink

consumersSources:Consumer

Insights

Global,

asofSeptember

2023It’s

generally

people

in

nuclear

households

that

like

Coca-ColaBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aCoca-Colaconsumer

matchestheaverage

softdrinkconsumer.

Coca-Cola

is

thereforenotanexclusive

brand

or

solely

there

fordiscounts.

It’sabrandthatpeople

fromallincomes

choose

to

consume

when

itcomes

to

soft

drinks.Householdtype21%

ofCoca-Cola

drinkersare

fromsinglehouseholds.

Couples

haveanequal

preference

forCoca-Colacompared

to

other

brandsand

forthenuclearfamily,itisthehighest.21%23%Single33%33%33%16%16%Therefore,

with

thenuclear

householdmarket

wrapped

up

Coca-Cola

maywant

to

consider

opportunitiesandtarget

advertising

atsinglehouseholds.CoupleNuclear

familySingleparentOther34%33%27%25%8%10%34%28%26%Brand

enthusiastHighIndustryusersMediumLowBrand

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

softdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=721,

Coca-Cola

enthusiast,

n=1,189,

softdrink

consumersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

likeCoca-Cola

take

sustainability

just

as

seriously

as

the

generalconsumersBrand

profile:

attitudesWhat

do

consumersthink

ofsoft

drinksingeneral?35%

ofconsumers

wholike

Coca-Cola

saythey

arewell

informed

when

itcomes

tosoftdrinksand

27%

of

theseconsumers

say

thattheycan’timagine

theirlifewithout

soft

drinks.

Thiscompares

toamarket

average

of

30%and23%,

respectively.How

doespriceeffect

theirdecisions?20%

ofconsumers

wholike

Coca-Cola

sayalow

price

ismore

important

thanhighquality

when

itcomes

to

softdrinks,which

alignswiththemarket

average

of

20%.Do

consumerstrusttheirsoft

drinks?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tosoftdrinksisimportant

to45%

of

consumerswho

likeCoca-Cola,

compared

to

themarket

average

of

40%.Do

soft

drinks

need

to

innovateto

stay

relevant?34%

ofconsumers

wholike

Coca-Cola

saysoft

drinksexcite

themwith

35%

confirming

they

liketotryoutnewandinnovativesoft

drinks.Thiscompares

toamarket

average

of

28%

and

29%,

respectively.How

important

issustainability

toconsumers?According

to17%

ofconsumers

who

likeCoca-Cola,

sustainabilityisimportant

when

itcomes

to

soft

drinks,compared

to

themarket

average

of

16%.9Notes:“Which

ofthese

statements

about

softdrinks

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tosoftdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=721,

Coca-Cola

enthusiast,

n=1,189,

softdrinkconsumersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Coca-Cola

outperforms

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthesoft

drinksmarketWhen

itcomes

to

soft

drinks,theaverage

awarenessforabrandintheU.S.

is72%.

Awareness

of

Coca-Cola,however,

is

significantlyhigherat95%.Awareness100%With,61%

of

American

softdrinkconsumers

sayingthey

likeCoca-Cola,

Coca-Cola

findsitself

way

higherthan

theaverage,

36%,

forpopularity.59%

ofsoft

drinkconsumers

intheU.S.say

theydrinkCoca-Cola,

with

theaverage

consumption

of

abrandat28%.BuzzPopularity85%

ofCoca-Cola

drinkerssay

theywould

consume

itagaincompared

toanaverage

loyalty

score

of

77%.Coca-Cola

ismore

likely

to

beseen

inthemedia

thanother

brands,with

a“Buzz”score

of46%

compared

toanaverage

of

18%.LoyaltyConsumptionIndustryaverageBrand11

Notes:Sources:Softdrinks

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1249,

all

respondents

(awareness),

n=1,187,

respondents

who

know

the

individual

brand

(popularity),

n=1,187,

respondents

whoknow

the

individual

brand(usage),

n=704,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,187,

respondentswho

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Coca-Cola

was

the

second

most

recognized

brand

in

the

soft

drinks

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCoca-ColaRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.5%1Pepsi95%95%94%93%93%92%92%89%87%86%2Coca-ColaSprite3Outofrespondents

whoconsume

softdrinks,95%were

aware

of

Coca-Cola.

Thisranksthemin2nd

placecompared

to

other

brandssurveyed

inthisindustry.4Mountain

Dew7UP5Thebrand

leading

thisKPI

isPepsi

withanawarenessscore

of95%.6Fanta7Dr

PepperSunkistCanada

DryA&W8995%Not

awareAware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Coca-Cola

held

the

top

position

as

the

most

popular

brand

in

the

soft

drinksmarketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCoca-ColaRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

soft

drinks,which

ofthefollowing

brandsdoyoulike?”.1Coca-ColaSprite61%55%53%52%45%44%42%41%35%35%2Outofconsumers

who

knew

thebrand

61%

saidtheyliked

Coca-Cola.

Thisranks1st

position

compared

toother

brandssurveyed

inthesoftdrinksmarket.3Dr

PepperPepsi39%4Spritewho

scored

apopularity

ratingof

55%

is

inthe2nd

position

followed

by,DrPepperwho

scored

53%.Occupyingthetopposition,Coca-Cola

standsoutas

afirmly

established

brand

interms

of

popularity.57UP6Mountain

DewFanta61%78A&W9SunkistCanada

DryLikeDonotlike10Notes:“When

it

comesto

softdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,187,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Coca-Cola

firmly

secures

its

position

as

the

foremost

choice

among

the

mostconsumed

soft

drinksBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCoca-ColaRank#

BrandUsage

%59%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

tosoft

drinks,which

of

thefollowing

brandshaveyouused

inthepast12

months?”.1Coca-ColaPepsi248%3Sprite47%Outofconsumers

who

knew

thebrand

59%

saidtheydrinkCoca-Cola.

Thisranks1st

position

compared

toother

brandssurveyed

inthesoftdrinksmarket.41%4Dr

PepperMountain

Dew7UP47%538%Pepsi

who

had

ausagescore

of48%

is

inthe2ndposition,followed

bySpritewhoscored

47%.

Coca-Cola

hascemented

itsleadership

inthesoft

drinksmarket,

solidifying

itsposition

asthepreferred

choiceamong

consumers.634%59%7A&W31%8Fanta31%9Canada

DryBlueSky30%ConsumeDonotconsume1024%Notes:“When

it

comesto

softdrinks,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,187,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofSeptember

2023Sources:Interms

of

loyalty,

Coca-Cola

has

the

fifth

most

loyal

consumers

in

soft

drinksmarketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCoca-Colas’

consumersRank#

BrandLoyalty

%87%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

soft

drinks,which

of

thefollowing

brandsare

you

likely

touseagaininthefuture?”.1Pepsi15%2Mountain

DewSprite86%386%4Dr

PepperCoca-ColaWelch's85%Outofconsumers

who

drinkCoca-Cola,

85%

saidtheywould

consume

itagaininthefuture.Thisranks5thposition

compared

to

other

brandssurveyed

inthesoft

drinksmarket.585%684%77UP83%Thebrand

leading

thisKPI

is

Pepsi

whohadaloyaltyscore

of87%.

Followed

by,Mountain

Dew

who

scored86%.

Coca-Cola

positioned

atthefifth,

hasenjoyedenduring

brand

loyalty

among

consumers

over

theyears.8Sunkist82%85%9SchweppesCanada

Dry81%LoyalNot

return1081%Notes:“When

it

comesto

softdrinks,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=704,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Coca-Cola

held

the

prominent

position

as

the

mostheardabout

brand

in

themedia

within

the

soft

drinks

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofCoca-ColaRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Coca-ColaPepsi235%3Mountain

DewDr

PepperBlueSkySprite30%Outofconsumers

who

knew

thebrand

46%

saidtheyhadheardaboutCoca-Cola

inthemedia.

Thisranks1stposition

compared

to

other

brandssurveyed

inthesoft

drinksmarket.428%46%523%54%622%Pepsi

and

Mountain

Dew

sealed

the2nd

and3rd

spotswith

the

buzzscore

of

35%

and

30%

respectively.Coca-Cola,

atthetop,isrenowned

forconsistentlycreating

significantmedia

buzzthrough

advertisingcampaigns,sponsorships,

and

product

launches.77UP20%8Fanta17%9Bai16%BuzzNobuzz10Canada

Dry15%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,187,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedmarketresearchtoolsandallresu