Brand KPIs for spirits Wodka Gorbatschow in Germany-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

spirits:

WodkaGorbatschow

in

GermanyConsumer

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.

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

Wodka

Gorbatschow’sperformance

inthe

spirit

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,

asofDecember202473%

of

Wodka

Gorbatschow

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Wodka

Gorbatschow’s

branding

resonates

withGen?Wodka

Gorbatschow

rankssixthinawareness

withinZsimilarly

to

other

brandsinthe

industrythe

spirit

market?Wodka

Gorbatschow

generally

appealstowomen?Thepopularity

ratingof

Wodka

Gorbatschow

is17%andmen

equally?Wodka

Gorbatschow

ranksoutsidetheTop10

in?Among

Wodka

Gorbatschow

enthusiasts,42%

fallconsumptionunderthe

high-income

category?Interms

of

loyalty,Wodka

Gorbatschow

isoutsidethe?Consumers

want

theirspiritbrandstohavehighTop

10inGermanyvalue,authenticity,andcoolness?Wodka

Gorbatschow

hasascore

of

11%

for

mediabuzz3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Wodka

Gorbatschow

at

80%Brand

profile:

snapshotBrand

performance

of

WodkaGorbatschow

inGermany80%73%17%14%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=996,

respondents

who

know

the

individual

brand

(popularity),

n=996,

respondents

whoknow

the

individual

brand(consumption),

n=135,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=996,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wodka

Gorbatschow’s

branding

resonates

with

Gen

Z

similarly

to

other

brandsin

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations34%33%33%

33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWodka

Gorbatschow

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatWodka

Gorbatschow

islikedby9%

of

Babyboomers

and

33%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is10%

and

33%,respectively.25%23%ForMillennials

andGen

Z,

33%

and

25%

feel

positivelytowards

Wodka

Gorbatschow,

versus

34%

and

23%.

Socurrently,

forWodka

Gorbatschow,

Gen

Zconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.10%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=169,

WodkaGorbatschow

enthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Wodka

Gorbatschow

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Wodka

Gorbatschowshows

thatwomen

areequally

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof4%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Wodka

Gorbatschow

hasasimilar

proportion

of

LGBTQIA+50%50%49%51%50%

ofwomen

likeWodka

Gorbatschowcompared

to

50%

of

men,whereas

forthe

overall

industry,51%

of

menconsume

spiritscompared

to

49%

ofwomen.90%89%consumers

when

compared

totheindustryusers

ingeneral.4%

of

Wodka

Gorbatschow

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to6%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

spirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=169,

WodkaGorbatschowenthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wodka

Gorbatschow

enthusiasts,

42%

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.19%23%Single36%28%28%42%CoupleSingleparentNuclear42%

ofWodka

Gorbatschow

enthusiastsarefrom

high-income

households.Wodka

Gorbatschow’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anextended

household,15%

ofWodka

Gorbatschow

enthusiastshavethiscurrent

livingsituation.7%7%25%25%36%28%30%Multi-generational4%2%15%10%ExtendedOther28%2%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

spirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=169,

WodkaGorbatschow

enthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

spirit

brands

to

have

high

value,authenticity,

andcoolnessBrand

profile:

qualitiesQualitiesconsumerswant

from

spiritbrandsForspirits,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,authenticity,andcoolness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessWodka

Gorbatschow

consumers

alsoappreciate

these

key

attributes,indicating

Wodka

Gorbatschow

exudesthese

qualities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatWodka

Gorbatschowenthusiastsare

least

focused

on

areinclusiveness

and

cleverness.ReliabilityExclusivityWodka

Gorbatschow

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

spirits,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comesto

spirits,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

spirits,

which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=135,

WodkaGorbatschow

consumers’,n=169,

WodkaGorbatschow

enthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wodka

Gorbatschow

fans,

30%

state

that

they

get

excited

about

spiritproductsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?43%37%34%30%28%25%21%20%19%17%13%11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIliketotalkabouttopicsIknow

and

trustspiritproductsrelating

tospiritsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

spirits

do

youagree

with?”;

Multi

Pick;“When

it

comes

tospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=169,

WodkaGorbatschow

enthusiast,

n=930,

spiritconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Wodka

Gorbatschow

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinGermany

is68%.

Awareness

ofWodkaGorbatschow,

however,

isat80%.Awareness17%

ofGerman

spiritconsumers

say

theylikeWodkaGorbatschow,

compared

to

anindustryaverage

brandpopularity

of24%.14%

ofindustryconsumers

inGermany

saytheyconsume

Wodka

Gorbatschow,

with

the

averageconsumption

ofabrandat18%.BuzzPopularity73%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.Wodka

Gorbatschow

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

11%

compared

to14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Spirits

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=996,

respondents

who

know

the

individual

brand

(popularity),

n=996,

respondents

whoknow

the

individual

brand(consumption),

n=135,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=996,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wodka

Gorbatschow

ranks

sixth

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWodka

GorbatschowRank#

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.1JACKDANIEL'S85%85%84%83%82%80%78%76%76%75%20%2J?germeisterBACARDI34JimBeam5BaileysUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Wodka

GorbatschowRamazzottiAperol78Outofallrespondents,

80%

were

aware

of

WodkaGorbatschow.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.80%9Havana

ClubCampariAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Wodka

Gorbatschow

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWodka

GorbatschowRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Baileys43%34%34%31%28%27%26%26%24%24%17%2BACARDI3Aperol4JACKDANIEL'SAbsolut

VodkaMalibuOutofconsumers

who

knew

thebrand,

17%

saidtheyliked

Wodka

Gorbatschow.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.567J?germeisterBombay

SapphireCaptain

MorganHavana

Club883%9PopularityN/A1014

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=996,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wodka

Gorbatschow

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofWodkaGorbatschowRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Aperol14%2Baileys32%3JACKDANIEL'SBACARDI24%Outofconsumers

who

knew

thebrand,

14%

saidtheyconsumed

Wodka

Gorbatschow.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.424%5Absolut

VodkaJ?germeisterBombay

SapphireCaptain

MorganHavana

ClubMalibu22%621%721%820%86%918%UsageN/A1016%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=996,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Wodka

Gorbatschow

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWodkaGorbatschow’s

consumersRank#

BrandLoyalty

%84%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.1Aperol2Baileys82%27%3Absolut

VodkaJ?germeisterJACKDANIEL'SHavana

ClubRamazzottiMalibu82%481%580%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%73%878%9Johnnie

WalkerBACARDI77%Outofrespondents

whohaveconsumed

WodkaGorbatschow,

73%

saidthey

would

consume

thebrandagain.LoyaltyN/A1076%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=135,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wodka

Gorbatschow

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWodkaGorbatschowRank#

BrandBuzz%27%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Aperol11%2BACARDI23%3Baileys22%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutWodka

Gorbatschow

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Absolut

VodkaJ?germeisterJACKDANIEL'SCaptain

MorganBombay

SapphireHavana

ClubRamazzotti22%522%619%718%814%89%913%BuzzN/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=996,

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-drivende