啤酒品牌KPI介绍：英国替牌TENNENTS啤酒-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Tennent

’s

in

theUnited

KingdomConsumer

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

Tennent’sperformance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Tennent

’s

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Thepopularity

ratingof

Tennent’sis10%•Tennent’sbrandingresonates

more

with

Gen

X•Tennent’sgenerally

appealstomen

more

than•Tennent’sranksoutsidetheTop10

inconsumptionwomen•Interms

of

loyalty,Tennent’s

isoutsidetheTop10

in•Among

Tennent’senthusiasts,24%

fallunderthethe

United

Kingdomhigh-income

category•Tennent’shasascore

of

3%

for

media

buzz•Among

Tennent’sfans,36%

claimthatbeer

productsarepartof

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.4Loyalty

is

the

highest

scoring

KPI

for

Tennent

’s

at

75%Brand

profile:

snapshotBrand

performance

of

Tennent’s

intheUnitedKingdom75%64%10%8%3%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=779,

respondents

who

know

the

individual

brand

(popularity),

n=779,

respondents

who

know

theindividual

brand(consumption),

n=65,

respondents

who

have

consumed

the

individual

brand(loyalty),

n=779,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Tennent

’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

attheshareofconsumers

who

likeTennent’s

bygeneration,

versustheshare

of

beer

drinkers

generally,

we

cansee

thatTennent’s

islikedby19%

ofBaby

boomers

and44%

ofGen

Xers,

compared

tothetotal

shareof

beer

drinkers9%

and

34%,

respectively.35%34%25%22%19%ForMillennials

andGen

Z,

25%

and

12%

feel

positivelytowards

Tennent’s

versus

35%

and22%.

Socurrently,forTennent’s,

Gen

Xconnect

most

withtheirbrandcompared

to

theindustryin

general.12%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=75,Tennent’s

enthusiast,

n=933,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Tennent

’s

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Tennent’s

shows

men

aremore

likely

tohaveanaffinity

with

thebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Tennent’shasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.39%61%45%55%61%

ofmen

likeTennent’s

compared

to39%

ofwomen,

whereas

theindustryaverage

forbeer

drinkers

shows

55%

ofmen

drink

beer

compared

to45%

ofwomen.92%87%4%5%

of

Tennent’senthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongbeer

drinkers

overall.3%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“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=75,

Tennent’s

enthusiast,n=933,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Tennent

’s

enthusiasts,

24%

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.36%Single20%25%24%37%CoupleSingleparentNuclear24%

ofTennent’s

enthusiastsare

from

ahigh-income

household,

while

the

sharefortheindustryusersis

37%.Tennent’s

brand

is

generally

enjoyed

byconsumers

who

arepartof

asinglehousehold,

36%

ofTennent’senthusiastshavethiscurrent

livingsituationcompared

to

20%

of

beerdrinkers

generally.20%7%10%36%20%34%29%31%Multi-generational4%2%40%7%ExtendedOther13%1%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

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=75,

Tennent’s

enthusiast,

n=933,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Tennent

’s

fans,

36%

claim

that

beer

products

are

part

of

their

everydaylifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?48%

ofconsumers

wholike

Tennent’ssaythey

are

well

informed

when

itcomes

tobeer

and40%

ofthese

userssaythattheycan’timagine

theirlifewithout

beer.

Thiscompares

toanindustryvalueof

26%

and

23%,respectively.How

doespriceaffect

theirdecision?12%

ofconsumers

wholike

Tennent’ssayalow

priceismore

important

thanhighqualitywhen

itcomes

tobeer,compared

to

anindustryvalueof17%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to47%

ofconsumers

who

likeTennent’s,

compared

totheindustryvalueof

35%.Do

beerproductsneed

to

innovateto

stay

relevant?47%

ofconsumers

wholike

Tennent’ssaybeer

productsexcite

themwith49%

confirming

theylike

to

try

outnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

28%

and

33%,

respectively.How

important

issustainability

toconsumers?According

to33%

ofconsumers

who

likeTennent’s,

sustainability

is

important

when

itcomes

tobeer,

comparedtothe

industryvalueof

18%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=75,

Tennent’s

enthusiast,

n=933,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1075%

of

Tennent

’s

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandintheUnited

Kingdom

is

77%.

Awareness

ofTennent’s,

however,

isat64%.Awareness10%

ofUK

beer

drinkers

saytheylikeTennent’s,compared

to

anaverage

beer

brand

popularity

of26%.8%

of

beer

drinkers

intheUnited

Kingdomsay

theydrinkTennent’s,

with

theaverage

consumption

of

abrandat21%.BuzzPopularity75%

ofTennent’s

drinkers

saythey

would

consumethebrandagaincompared

to

anaverage

loyalty

scoreof

79%.Tennent’s

hasbeen

seen

lessinthemedia

than

otherbrands,with

a“Buzz”score

of

3%

compared

to13%.LoyaltyTennent'sUsageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.Industryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=779,

respondents

who

know

the

individual

brand

(popularity),

n=779,

respondents

who

know

theindividual

brand(consumption),

n=65,

respondents

who

have

consumed

the

individual

brand(loyalty),

n=779,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Tennent

’s

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTennent’sRank#

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.1BudweiserGuinness92%92%91%91%90%90%89%88%85%83%23HeinekenStellaArtoisCarlsbergCorona36%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.664%7Carling8Foster'sOutofallrespondents,

64%

were

aware

of

Tennent’s.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.9SanMiguelKronenbourg

1664AwarenessN/A1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,222,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Tennent

’s

is

10%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTennent’sRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Birra

Moretti36%34%32%30%30%30%28%28%27%26%10%2BudweiserCorona34SanMiguelStellaArtoisPeroni

Nastro

AzzurroHeinekenOutofconsumers

who

knew

thebrand,

10%

saidtheyliked

Tennent’s.

Thisranksthemoutside

theTop

10compared

to

other

brandssurveyed

inthismarket.5678Madrí

ExcepcionalAmstel90%9PopularityN/A10Carling13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=779,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Tennent

’s

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTennent’sRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.8%1Birra

Moretti2BudweiserCorona31%328%Outofconsumers

who

knew

thebrand,

8%

saidtheyconsumed

Tennent’s.

Thisranksthemoutside

theTop10

compared

toother

brandssurveyed

inthismarket.4StellaArtoisMadrí

ExcepcionalSanMiguelCarling25%525%623%723%8Heineken23%92%9Peroni

Nastro

AzzurroAmstel23%UsageN/A1022%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=779,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Tennent

’sis

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTennent’s

consumersRank#

BrandLoyalty

%88%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.1Staropramen2StellaArtois85%25%3Madrí

ExcepcionalPeroni

Nastro

AzzurroKronenbourg

1664Birra

MorettiSanMiguel83%483%582%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.781%75%8Heineken80%9Guinness79%Outofrespondents

whohaveconsumed

Tennent’s,75%

saidthey

would

usethebrand

again.10Amstel78%LoyaltyN/A15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=65,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Tennent

’s

has

a

score

of

3%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTennent’sRank#

BrandBuzz%25%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.3%1Birra

Moretti2BudweiserGuinnessHeinekenCarlsbergCoors24%321%Outofconsumers

who

knew

thebrand,

3%

saidtheyhadheardaboutTennent’s

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.416%516%615%7StellaArtoisFoster's15%815%9Carling13%97%BuzzN/A10Madrí

Excepcional13%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=779,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-driven