brand kpis fuer eistee leticia saenz tea sumiller in mexiko-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

Leticia

SáenzTe

a

Sumiller

in

MexicoConsumer

Insights

reportOctober2024Discover

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.

5000Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Leticia

Sáenz

Tea

Sumiller’sperformance

inthe

iced

tea

market.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofOctober

202467%

of

Leticia

Sáenz

Tea

Sumiller

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Leticia

Sáenz

Tea

Sumiller’s

brandingresonates

more

?Leticia

Sáenz

Tea

Sumiller

ranksoutside

the

Top

10

inwith

Millennialsawareness

withintheiced

tea

market?Leticia

Sáenz

Tea

Sumiller

generally

appealstomen?Thepopularity

ratingof

Leticia

Sáenz

Tea

Sumiller

ismore

than

women27%?Among

Leticia

SáenzTea

Sumiller

enthusiasts,34%?Leticia

Sáenz

Tea

Sumiller

rankstenthinconsumptionfallunderthe

high-income

category?Interms

of

loyalty,Leticia

Sáenz

Tea

Sumiller

is?Consumers

want

theiriced

tea

brandsto

haveoutsidetheTop10

inMexicoauthenticity,reliability,

and

coolness?Leticia

Sáenz

Tea

Sumiller

hasascore

of25%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

forLeticia

Sáenz

Tea

Sumiller

at

67%Brand

profile:

snapshotBrand

performance

of

LeticiaSáenz

Tea

SumillerinMexico67%27%26%25%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=162,

respondents

who

know

the

individual

brand

(popularity),

n=162,

respondents

whoknow

the

individual

brand(consumption),

n=42,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=162,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Leticia

Sáenz

Tea

Sumiller’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLeticia

Sáenz

Tea

Sumiller

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatLeticia

SáenzTea

Sumiller

isliked

by0%

of

Babyboomers

and

14%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is3%

and25%,

respectively.40%37%32%25%ForMillennials

andGen

Z,

49%

and

37%

feel

positivelytowards

Leticia

Sáenz

Tea

Sumiller,

versus

40%

and32%.

Socurrently,

forLeticia

SáenzTea

Sumiller,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.14%3%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=43,

Leticia

Sáenz

TeaSumiller

enthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Leticia

Sáenz

Tea

Sumiller

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Leticia

Sáenz

Tea

Sumillershows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%14%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Leticia

Sáenz

Tea

Sumiller

hasahigherproportion

ofLGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.35%65%51%49%65%

ofmen

likeLeticia

Sáenz

TeaSumiller

compared

to

35%

of

women,whereas

forthe

overall

industry,51%

ofwomen

consume

iced

teacompared

to49%

ofmen.88%84%14%

ofLeticia

Sáenz

Tea

Sumillerenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

8%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

iced

tea,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=43,

Leticia

Sáenz

TeaSumiller

enthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Leticia

Sáenz

Tea

Sumiller

enthusiasts,

34%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.7%6%Single32%34%9%13%CoupleSingleparentNuclear34%

ofLeticia

Sáenz

Tea

Sumillerenthusiastsare

from

high-incomehouseholds.Leticia

Sáenz

Tea

Sumiller’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,51%

ofLeticia

Sáenz

Tea

Sumillerenthusiastshavethiscurrent

livingsituation.5%8%51%40%28%35%49%Multi-generational5%11%19%24%ExtendedOther17%5%3%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

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=43,

Leticia

Sáenz

Tea

Sumiller

enthusiast,

n=1,120,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

authenticity,

reliability,

andcoolnessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

coolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessLeticia

Sáenz

Tea

Sumiller

consumersalsoappreciate

these

key

attributes,indicating

Leticia

Sáenz

Tea

Sumillerexudes

thesequalities.60%40%20%0%SocialCoolnessresponsibilityThequalitiesthatLeticia

Sáenz

TeaSumiller

enthusiastsareleast

focused

onareinclusiveness

andthrill/excitement.ReliabilityExclusivityLeticia

Sáenz

Tea

Sumiller

should

workon

promoting

sustainability

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

iced

tea,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoiced

tea,whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=42,

Leticia

Sáenz

TeaSumiller

consumers’,n=43,

Leticia

Sáenz

TeaSumiller

enthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Leticia

Sáenz

Tea

Sumiller

fans,

56%

state

that

they

get

excited

abouticed

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?65%56%53%53%43%42%31%22%21%19%18%9%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouticed

teaIliketotalkabouttopicsrelating

toiced

teaBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

iced

teado

you

agree

with?”;

Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=43,

Leticia

Sáenz

TeaSumiller

enthusiast,

n=1,120,

icedtea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1167%

of

Leticia

Sáenz

Tea

Sumiller

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinMexico

is35%.

Awareness

of

Leticia

SáenzTea

Sumiller,

however,

isat13%.Awareness27%

ofMexican

iced

teaconsumers

say

theylikeLeticia

Sáenz

Tea

Sumiller,

compared

to

anindustryaverage

brand

popularity

of39%.26%

ofindustryconsumers

inMexico

say

theyconsume

Leticia

Sáenz

TeaSumiller,

withtheaverageconsumption

ofabrandat34%.BuzzPopularity67%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of74%.Leticia

Sáenz

Tea

Sumiller

hasbeen

noticed

similarly

inthe

media

compared

toother

brands,with

a“Buzz”score

of25%

compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Iced

tea‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=162,

respondents

who

know

the

individual

brand

(popularity),

n=162,

respondents

whoknow

the

individual

brand(consumption),

n=42,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=162,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Leticia

Sáenz

Tea

Sumiller

ranks

outside

the

Top

10

in

awareness

within

the

icedtea

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLeticiaSáenz

Tea

SumillerRank#

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.1AriZona88%81%68%34%33%27%26%25%25%25%13%2Lipton3Therbal4Teasana5TwiningsTeavanaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Harney

&SonsCelestial

SeasoningsTianTé8Outofallrespondents,

13%

were

aware

of

LeticiaSáenz

Tea

Sumiller.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.87%9AwarenessN/A10Tessito13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Leticia

Sáenz

Tea

Sumiller

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLeticiaSáenz

TeaSumillerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AriZona81%74%57%42%38%34%32%32%31%30%2Lipton27%3Therbal4TwiningsEuro

TeOutofconsumers

who

knew

thebrand,

27%

saidtheyliked

Leticia

Sáenz

Tea

Sumiller.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.56Tessito7TheRepublicofTeaHarney

&SonsTeavana73%89PopularityN/A10TianTé14

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=162,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Leticia

Sáenz

Tea

Sumiller

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLeticiaSáenzTeaSumillerRank#

BrandUsage

%76%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1AriZona2Lipton68%26%3Therbal51%Outofconsumers

who

knew

thebrand,

26%

saidtheyconsumed

Leticia

Sáenz

Tea

Sumiller.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4TwiningsTessito37%533%6Euro

Te30%7Teasana30%74%8TianTé26%9Bigelow26%UsageN/A10Leticia

SáenzTeaSumiller26%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=162,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Leticia

Sáenz

Tea

Sumiller

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLeticiaSáenzTeaSumiller’sconsumersRank#

BrandLoyalty

%92%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1AriZona2Lipton87%33%3Therbal83%4TwiningsTianTé82%579%6Teavana76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.67%7Bigelow71%8TheRepublicofTeaHarney

&SonsEuro

Te70%970%Outofrespondents

whohaveconsumed

Leticia

SáenzTea

Sumiller,

67%

saidthey

would

consume

the

brandagain.LoyaltyN/A1068%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=42,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Leticia

Sáenz

Tea

Sumiller

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLeticiaSáenzTeaSumillerRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AriZona2Lipton57%25%3Therbal33%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutLeticia

Sáenz

Tea

Sumiller

inthemedia.

This

ranksthemfourthcompared

tootherbrandssurveyed

inthismarket.4Leticia

SáenzTeaSumillerHarney

&SonsEuro

Te25%524%623%7Tessito23%75%8TheRepublicofTeaTianTé22%921%BuzzN/A10Celestial

Seasonings21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=162,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista