啤酒品牌KPI介紹：印度百威英博海沃德Haywards 5000-外文版培訓課件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Haywards

5000in

IndiaConsumer

InsightsMarch2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

market

impactIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrand’sperformance

againsttheindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeOurdataallows

you

tomeasure

each

brand’sposition

Regions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKinthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Numberofrespondents:

approx.

3,720Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Haywards

5000’s

performanceinthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Haywards

5000

ranks

third

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Thepopularity

ratingof

Haywards

5000

is

42%?Haywards

5000

ranksfifth

inconsumption?Haywards

5000’s

brandingresonates

more

withMillennials?Haywards

5000

generally

appealsto

men

more

thanwomen?Interms

of

loyalty,Haywards

5000

iseighth

inIndia?Haywards

5000

hasascore

of

38%

formedia

buzz?Among

Haywards

5000

enthusiasts,43%

fallunderthe

high-income

category?Among

Haywards

5000

fans,39%

claimthatbeerproducts

arepartof

theireveryday

life3CHAPTER

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

Haywards

5000

at

78%Brand

profile:

snapshotBrand

performance

of

Haywards

5000

inIndia78%76%42%38%38%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,124,

all

respondents

(awareness),

n=873,

respondents

who

know

the

individual

brand

(popularity),

n=873,

respondents

who

know

theindividual

brand(consumption),

n=336,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=873,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Haywards

5000’s

branding

resonates

more

withMillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations57%52%Withthatinmind,when

looking

attheshareofconsumers

who

likeHaywards

5000

bygeneration,versus

theshare

ofbeer

drinkers

generally,

we

canseethatHaywards

5000

islikedby0%

of

Babyboomersand19%

of

Gen

Xers,

compared

tothetotal

shareofbeer

drinkers

0%

and15%,

respectively.33%23%ForMillennials

andGen

Z,

56%

and

23%

feel

positivelytowards

Haywards

5000

versus

52%

and

33%.

Socurrently,

forHaywards

5000,

Millennials

connect

mostwith

theirbrandcompared

tothe

industryingeneral.19%15%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=371,

Haywards

5000

enthusiast,

n=964,

beer

drinkersConsumer

Insights

Global,

asofMarch2024Sources:Haywards

5000

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Haywards

5000

showsmen

are

more

likely

tohaveanaffinitywith

the

brandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof16%16%77%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Haywards

5000

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.33%67%37%63%67%

ofmen

likeHaywards

5000compared

to

33%

of

women,

whereasthe

industryaverage

forbeer

drinkersshows

63%

of

men

drinkbeer

comparedto37%

of

women.75%16%

ofHaywards

5000

enthusiastsconsider

themselves

tobepartof

theLGBTQIA+

community

compared

to16%among

beer

drinkers

overall.9%7%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserYesNoNot

given7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beer,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=371,

Haywards

5000enthusiast,

n=964,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Haywards

5000

enthusiasts,

43%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

theindustry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthenumber

ofchildren.3%4%Single39%4%6%43%CoupleSingleparentNuclear43%

ofHaywards

5000

enthusiastsarefrom

ahigh-income

household,

whiletheshare

forthe

industryusers

is

39%.Haywards

5000’s

brandisgenerallyenjoyed

by

consumers

whoare

partofamulti-generational

household,

34%

ofHaywards

5000

enthusiastshavethiscurrent

living

situationcompared

to29%

ofbeer

drinkers

generally.5%6%27%23%33%28%33%Multi-generational34%29%27%31%ExtendedOther24%1%1%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

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=371,

Haywards

5000

enthusiast,

n=964,

beer

drinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Haywards

5000

fans,

39%

claim

that

beer

products

are

part

of

theireveryday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?54%

ofconsumers

wholike

Haywards

5000

say

theyare

well

informed

when

itcomes

to

beer

and

31%

oftheseusers

saythatthey

can’timaginetheir

lifewithout

beer.

Thiscompares

to

anindustryvalueof

45%

and

24%,respectively.How

doespriceaffect

theirdecision?40%

ofconsumers

wholike

Haywards

5000

say

alow

priceismore

important

thanhigh

qualitywhen

it

comes

tobeer,

compared

to

anindustryvalueof

28%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to52%

ofconsumers

who

likeHaywards

5000,

compared

tothe

industryvalueof

42%.Do

beerproductsneed

to

innovateto

stay

relevant?56%

ofconsumers

wholike

Haywards

5000

say

beer

products

excite

themwith

55%

confirming

they

liketotryoutnew

andinnovativebeer

products.

For

thegeneral

industryuser,

thisis48%

and47%,

respectively.How

important

issustainability

toconsumers?According

to49%

ofconsumers

who

likeHaywards

5000,

sustainabilityisimportant

when

itcomes

tobeer,compared

to

theindustryvalueof38%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=371,

Haywards

5000

enthusiast,

n=964,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1076%

of

Haywards

5000

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandinIndia

is

65%.

Awareness

of

Haywards

5000,however,

is

at78%.Awareness42%

ofIndianbeer

drinkers

saytheylikeHaywards5000,

compared

toanaverage

beer

brandpopularityof

42%.38%

ofbeer

drinkers

inIndiasaythey

drinkHaywards5000,

with

theaverage

consumption

of

abrand

at36%.BuzzPopularity76%

ofHaywards

5000

drinkers

say

theywouldconsume

thebrandagain

compared

to

anaverageloyalty

score

of78%.Haywards

5000

hasbeen

seen

more

inthe

media

thanother

brands,with

a“Buzz”score

of38%

compared

to35%.LoyaltyHaywards5000UsageSooverall,

theresults

showtheir

performance

tobeaverage

compared

tothe

industry.Industryaverage11

Notes:Sources:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,124,

all

respondents

(awareness),

n=873,

respondents

who

know

the

individual

brand

(popularity),

n=873,

respondents

who

know

theindividual

brand(consumption),

n=336,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=873,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Haywards

5000

ranks

third

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHaywards

5000Rank#

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.1KingfisherTuborg93%80%78%72%72%70%70%66%61%59%22%23Haywards

5000CarlsbergBudweiserGodfatherHeinekenCorona45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67878%Outofallrespondents,

78%

were

aware

of

Haywards5000.

Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.9Foster'sAwarenessN/A10Knockout12

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,124,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Haywards

5000

is

42%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHaywards

5000Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1KingfisherBudweiserCarlsbergTuborg74%60%52%51%44%42%41%39%38%37%2342%4Outofconsumers

who

knew

thebrand,

42%

saidtheyliked

Haywards

5000.

Thisranksthem

sixth

comparedtootherbrandssurveyed

inthismarket.5HeinekenHaywards

5000Corona58%678GodfatherBira

919PopularityN/A10Foster's13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=873,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Haywards

5000

ranks

fifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHaywards

5000Rank#

BrandUsage

%68%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1KingfisherBudweiserTuborg253%349%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyconsumed

Haywards

5000.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.4CarlsbergHaywards

5000HeinekenBira

9145%538%638%62%736%8Corona35%9GodfatherFoster's31%UsageN/A1028%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=873,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Haywards

5000

is

eighth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHaywards

5000’s

consumersRank#

BrandLoyalty

%89%Afterascertaining

theconsumption

ofabrandinthelast12

months,thenext

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsintocustomer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1KingfisherBudweiserTuborg24%286%384%4Bira

9183%5HoegaardenCarlsbergHeinekenHaywards

5000Okocim78%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.778%76%876%974%Outofrespondents

whohaveconsumed

Haywards5000,

76%

saidtheywould

usethebrandagain.LoyaltyN/A10Knockout74%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=336,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Haywards

5000

has

a

score

of

38%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHaywards

5000Rank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1KingfisherCarlsbergBudweiserTuborg249%349%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyhadheardaboutHaywards

5000

inthemedia.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.440%5Haywards

5000Bira

9138%637%62%7HeinekenCorona37%834%9GodfatherFoster's33%BuzzN/A1028%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=873,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-driven