Brand KPIs for bottled water：Topo Chico in Mexico-英文培訓(xùn)課件2025.5

CONSUMER&

BRANDBrandKPIs

for

bottled

water:

TopoChico

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

TopoChico’s

performance

inthe

bottled

water

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

202481%

of

Topo

Chico

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TopoChico’sbrandingresonates

more

with?TopoChicoranksfifth

inawareness

withinthebottledMillennialswater

market?TopoChicogenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

TopoChicois

42%?TopoChicoranksfifth

inconsumption?Among

TopoChico

enthusiasts,42%

fallunder

thehigh-income

category?Interms

of

loyalty,TopoChicoisfifth

inMexico?TopoChicohasascore

of

39%

formedia

buzz?Consumers

want

theirbottled

water

brandstohavereliability,

honesty

/trustworthiness,

and

sustainability3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Topo

Chico

at

85%Brand

profile:

snapshotBrand

performance

of

TopoChicoinMexico85%81%42%42%39%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled

water‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,245,

all

respondents

(awareness),

n=1,060,

respondents

who

know

the

individual

brand

(popularity),

n=1,060,respondents

who

know

the

individual

brand

(consumption),

n=443,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=1,060,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Topo

Chico’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTopoChicobygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatTopoChicoislikedby3%

of

Babyboomers

and

26%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

25%,

respectively.33%28%26%25%ForMillennials

andGen

Z,

44%

and

28%

feel

positivelytowards

Topo

Chico,versus

39%

and

33%.

Socurrently,forTopoChico,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=448,

Topo

Chico

enthusiast,

n=1,216,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Topo

Chico

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

TopoChicoshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TopoChicohasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%51%

ofmen

likeTopoChicocomparedto49%

of

women,

whereas

fortheoverall

industry,51%

ofwomen

drinkbottled

water

compared

to

49%

of

men.51%49%90%89%8%

of

TopoChicoenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

bottled

water,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=448,

Topo

Chicoenthusiast,

n=1,216,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Topo

Chico

enthusiasts,

42%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anddrinkerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.4%7%Single37%12%13%42%CoupleSingleparentNuclear42%

ofTopo

Chicoenthusiastsarefromhigh-income

households.TopoChico’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

TopoChicoenthusiastshavethiscurrent

livingsituation.7%8%43%34%35%28%37%Multi-generational10%10%20%25%ExtendedOther21%3%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

bottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=448,

Topo

Chico

enthusiast,

n=1,216,

bottled

water

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

bottled

water

brands

to

have

reliability,

honesty

/trustworthiness,

and

sustainabilityBrand

profile:

qualitiesQualitiesdrinkers

want

from

bottled

water

brandsForbottledwater,

the

topthree

qualitiesdrinkers

want

fromabrandarereliability,

honesty

/trustworthiness,

andsustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%TopoChicodrinkers

alsoappreciatethese

key

attributes,indicatingTopoChicoexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatTopoChicoenthusiastsare

least

focused

on

areboldness

and

thrill/excitement.ReliabilityExclusivityTopoChicoshouldwork

onpromotingcoolness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

bottled

water,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tobottled

water,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

bottled

water,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=443,

Topo

Chico

consumers’,

n=448,

Topo

Chico

enthusiast,

n=1,216,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Topo

Chico

fans,

23%

state

that

they

get

excited

about

bottled

waterBrand

profile:

attitudesWhat

doconsumersthink

ofbottled

water

ingeneral?58%54%47%38%37%29%27%23%20%16%12%

12%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustbottled

watertopicsrelating

tobottled

waterBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

bottled

waterdo

youagree

with?”;

Multi

Pick;“When

it

comesto

bottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=448,

Topo

Chico

enthusiast,

n=1,216,

bottledwaterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1181%

of

Topo

Chico

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

bottled

water,

the

averageawareness

ofabrandinMexico

is62%.

Awareness

ofTopoChico,however,

is

at85%.Awareness42%

ofMexican

bottledwater

drinkers

say

theylikeTopoChico,compared

to

anindustryaverage

brandpopularity

of41%.42%

ofindustrydrinkers

inMexico

say

theydrinkTopoChico,withtheaverage

consumption

ofabrandat37%.BuzzPopularity81%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of78%.TopoChicohasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of39%compared

to

33%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Bottled

water‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,245,

all

respondents

(awareness),

n=1,060,

respondents

who

know

the

individual

brand

(popularity),

n=1,060,respondents

who

know

the

individual

brand

(consumption),

n=443,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=1,060,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Topo

Chico

ranksfifth

in

awareness

within

the

bottled

water

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTopo

ChicoRank#

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.1Ciel97%96%96%95%85%61%49%44%42%37%15%2Epura3BonafontPe?afielTopoChicoCristal45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Evian8SanPellegrinoPerrierOutofallrespondents,

85%

were

aware

of

TopoChico.Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.85%N/A9Awareness10FIJIWater13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Topo

Chico

is

42%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTopoChicoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Ciel76%73%68%52%42%33%31%29%27%27%2BonafontEpura342%4Pe?afielTopoChicoPerrierFIJIWaterVOSSOutofconsumers

who

knew

thebrand,

42%

saidtheyliked

TopoChico.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.558%6789EvianPopularityN/A10Cristal14

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,060,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Topo

Chico

ranksfifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTopoChicoRank#

BrandUsage

%74%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

bottledwater,

which

of

thefollowing

brandshaveyouconsumed

inthe

past12

months?”.1Ciel2BonafontEpura72%366%Outofconsumers

who

knew

thebrand,

42%

saidtheydrankTopoChico.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.42%4Pe?afielTopoChicoVOSS49%542%58%625%7Cristal24%8Perrier23%9FIJIWaterSanPellegrino21%UsageN/A1018%15

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,060,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Topo

Chico

is

fifth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTopoChico’sconsumersRank#

BrandLoyalty

%87%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.1BonafontCiel19%283%3FIJIWaterEpura81%481%5TopoChicoEvian81%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

bottled

water,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Perrier80%8Pe?afielCristal78%81%975%Outofrespondents

whohavedrankTopo

Chico,81%saidthey

would

consume

the

brandagain.LoyaltyN/A10SanPellegrino74%16

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:n=443,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Topo

Chico

has

a

score

of

39%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTopoChicoRank#

BrandBuzz%77%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BonafontCiel268%3Epura59%39%Outofconsumers

who

knew

thebrand,

39%

saidtheyhadheardaboutTopo

Chicointhemedia.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4Pe?afielTopoChicoCristal53%539%622%61%7Evian18%8PerrierFIJIWaterVOSS16%915%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,060,

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

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudienc