brand kpis fuer heimwerker und garten onlineshops ferramentas kennedy in brasilien-英文（德文）培訓(xùn)課件2025.4

CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

Ferramentas

Kennedy

in

BrazilConsumer

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.

3750Ourdataallows

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

Ferramentas

Kennedy’sperformance

inthe

DIY&garden

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202469%

of

Ferramentas

Kennedy

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Ferramentas

Kennedy’s

branding

resonates

more?Ferramentas

Kennedy

ranksoutsidethe

Top

10

inwith

Millennialsawareness

withintheDIY&garden

online

shopmarket?Ferramentas

Kennedy

generally

appealstomen?Thepopularity

ratingof

Ferramentas

Kennedy

is21%more

than

women?Ferramentas

Kennedy

ranksoutsidethe

Top

10

in?Among

Ferramentas

Kennedy

enthusiasts,40%

fallusageunderthe

high-income

category?Interms

of

loyalty,Ferramentas

Kennedy

isoutside?Consumers

want

theirDIY&gardenonline

shopbrandstohavehonesty

/trustworthiness,

reliability,andauthenticitythe

Top

10

inBrazil?Ferramentas

Kennedy

hasascore

of14%

formediabuzz3Sources:

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

Ferramentas

Kennedy

at

69%Brand

profile:

snapshotBrand

performance

of

Ferramentas

Kennedy

inBrazil69%21%20%14%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=251,

respondents

who

know

the

individual

brand

(popularity),

n=251,respondents

who

know

the

individual

brand

(usage),

n=36,

respondents

who

have

used

the

individual

brand

(loyalty),

n=251,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024FerramentasKennedy’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeFerramentas

Kennedy

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatFerramentas

Kennedy

islikedby0%

of

Babyboomers

and

21%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is4%

and

27%,respectively.32%27%27%21%ForMillennials

andGen

Z,

47%

and

32%

feel

positivelytowards

Ferramentas

Kennedy,

versus

41%

and27%.Socurrently,

forFerramentas

Kennedy,Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.4%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoDIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=53,

FerramentasKennedy

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024FerramentasKennedy

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Ferramentas

Kennedyshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Ferramentas

Kennedy

hasasimilar

proportion

of

LGBTQIA+47%53%51%49%53%

ofmen

likeFerramentas

Kennedycompared

to

47%

of

women,

whereasfortheoverall

industry,51%

of

womenuseDIY&garden

onlineshops89%89%consumers

when

compared

totheindustryusers

ingeneral.compared

to

49%

of

men.8%

of

Ferramentas

Kennedy

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

DIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=53,FerramentasKennedy

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Ferramentas

Kennedy

enthusiasts,

40%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%7%Single36%40%13%17%14%CoupleSingleparentNuclear40%

ofFerramentas

Kennedyenthusiastsare

from

high-incomehouseholds.Ferramentas

Kennedy’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

asingleparenthousehold,

15%

ofFerramentasKennedy

enthusiastshave

thiscurrentlivingsituation.15%9%42%37%33%31%Multi-generational2%8%47%13%22%ExtendedOther4%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

DIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=53,

Ferramentas

Kennedy

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

DIY

&

garden

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

DIY&gardenonline

shop

brandsForDIY

&garden

online

shops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,

reliability,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Ferramentas

Kennedy

users

alsoappreciate

these

key

attributes,indicating

Ferramentas

Kennedy

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatFerramentas

Kennedyenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessFerramentas

Kennedy

should

work

onpromoting

sustainabilityto

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toDIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=36,

Ferramentas

Kennedy

users’,n=53,

Ferramentas

Kennedy

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Ferramentas

Kennedy

fans,

55%

state

that

they

get

excited

about

DIY

&garden

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?55%45%43%43%36%36%35%34%33%30%25%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustDIY&gardenonlineshopstopicsrelating

toDIY&gardenonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

DIY&gardenonline

shops

do

youagreewith?”;

Multi

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=53,

FerramentasKennedy

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1169%

of

Ferramentas

Kennedy

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinBrazil

is52%.Awareness

ofFerramentas

Kennedy,

however,

isat20%.Awareness21%

ofBrazilian

DIY&gardenonline

shopusers

saythey

likeFerramentas

Kennedy,compared

to

anindustryaverage

brand

popularity

of38%.BuzzPopularity14%

ofindustryusers

inBrazil

saythey

useFerramentas

Kennedy,

withtheaverage

usageof

abrandat24%.69%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

82%.Ferramentas

Kennedy

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

14%

compared

to27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=251,

respondents

who

know

the

individual

brand

(popularity),

n=251,respondents

who

know

the

individual

brand

(usage),

n=36,

respondents

who

have

used

the

individual

brand

(loyalty),

n=251,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024FerramentasKennedy

ranks

outside

the

Top

10

in

awareness

within

the

DIY

&garden

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFerramentas

KennedyRank#

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.1HAVAN90%86%77%69%67%66%59%36%35%35%20%2Suvinil3Leroy

MerlinC&C-CasaeConstru??oMadeiraMadeiraDeca45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Telhanorte8SodimacOutofallrespondents,

20%

were

aware

ofFerramentas

Kennedy.

This

ranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.80%9ABC

daConstru??oObramaxAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Ferramentas

Kennedy

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFerramentas

KennedyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Leroy

Merlin70%54%53%52%44%44%40%32%31%26%21%2Suvinil3HAVAN4C&C-CasaeConstru??oMadeiraMadeiraTelhanorteDecaOutofconsumers

who

knew

thebrand,

21%

saidtheyliked

Ferramentas

Kennedy.

This

ranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.5678ABC

daConstru??oCassol79%9PopularityN/A10Balaroti14

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=251,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024FerramentasKennedy

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofFerramentas

KennedyRank#

BrandUsage

%48%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

DIY

&garden

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1Leroy

Merlin14%2HAVAN37%3Suvinil34%Outofconsumers

who

knew

thebrand,

14%

saidtheyused

Ferramentas

Kennedy.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4C&C-CasaeConstru??oMadeiraMadeiraTelhanorteABC

daConstru??oCassol32%527%623%721%821%86%9Deca20%UsageN/A10Balaroti18%15

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=251,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Ferramentas

Kennedy

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFerramentas

Kennedy’s

consumersRank#

BrandLoyalty

%96%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.1Obramax2Leroy

MerlinSuvinil91%31%388%4HAVAN87%5C&C-CasaeConstru??oDeca86%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

DIY

&gardenonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7TelhanorteMadeiraMadeiraCassol83%69%882%982%Outofrespondents

whohaveused

FerramentasKennedy,69%

saidthey

would

usethebrandagain.LoyaltyN/A10Sodimac80%16

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=36,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024FerramentasKennedy

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofFerramentas

KennedyRank#

BrandBuzz%61%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1HAVAN14%2Leroy

MerlinSuvinil54%337%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutFerramentas

Kennedy

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4C&C-CasaeConstru??oMadeiraMadeiraCassol31%528%624%7ABC

daConstru??oTelhanorteDeca23%821%86%920%BuzzN/A10Balaroti18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=251,

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