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CONSUMER&
BRANDBrand
KPIs
for
beer:
Kingfisher
in
IndiaConsumer
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
Kingfisher’s
performance
inthebeer
market.Fieldwork:August
2023Ifyou
would
liketofind
out
more
abouttheConsumerInsightsator
theBrandProfiler,
please
clickthelinkbelow.2Sources:Consumer
Insights
Global,
asofMarch2024Kingfisher
ranks
first
in
awareness
within
the
beer
marketIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket?•Thepopularity
ratingof
Kingfisheris
74%•Kingfisherranksfirst
inconsumption•Kingfisher’sbrandingresonates
more
with
Gen
Z•Kingfishergenerally
appealsto
men
more
thanwomen•Interms
of
loyalty,Kingfisherisfirst
inIndia•Kingfisherhasascore
of
67%
formedia
buzz•Among
Kingfisherenthusiasts,39%
fallunderthehigh-income
category•Among
Kingfisherfans,33%
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.4Awareness
is
the
highest
scoring
KPI
for
Kingfisher
at
93%Brand
profile:
snapshotBrand
performance
of
KingfisherinIndia93%89%74%68%67%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,124,
all
respondents
(awareness),
n=1,044,
respondents
who
know
the
individual
brand
(popularity),
n=1,044,
respondents
who
knowthe
individual
brand
(consumption),
n=708,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,044,
respondents
who
know
the
individual
brand
(buzz)Consumer
Insights
Global,
asofMarch2024Sources:Kingfisher’s
branding
resonates
more
with
Gen
ZBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations52%51%Withthatinmind,when
looking
attheshareofconsumers
who
likeKingfisherbygeneration,
versustheshare
of
beer
drinkers
generally,
we
cansee
thatKingfisherislikedby0%
of
Babyboomers
and
15%
ofGen
Xers,
compared
tothetotal
shareof
beer
drinkers0%
and
15%,
respectively.34%33%ForMillennials
andGen
Z,
51%
and
34%
feel
positivelytowards
Kingfisherversus
52%
and
33%.
Socurrently,forKingfisher,Gen
Zconnect
most
with
theirbrandcompared
to
theindustryin
general.15%
15%Gen
X0%
0%Gen
ZMillennialsBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestobeer,which
ofthe
following
brands
do
you
like?”;Multi
Pick;Base:
n=774,
Kingfisher
enthusiast,
n=964,
beer
drinkersConsumer
Insights
Global,
asofMarch2024Sources:Kingfisher
generally
appeals
to
menmore
than
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Kingfishershows
men
aremore
likely
tohaveanaffinity
with
thebrandover
women.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesof14%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Kingfisherhasasimilarproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryuser
ingeneral.16%77%38%62%37%63%62%
ofmen
likeKingfishercompared
to38%
ofwomen,
whereas
theindustryaverage
forbeer
drinkers
shows
63%
ofmen
drink
beer
compared
to37%
ofwomen.78%14%
ofKingfisherenthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to16%
amongbeer
drinkers
overall.8%7%Brand
enthusiastFemaleIndustryuserMaleBrand
enthusiastIndustryuserYesNoNot
given7Notes:“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=774,
Kingfisher
enthusiast,n=964,
beer
drinkersSources:Consumer
Insights
Global,
asofMarch2024Among
Kingfisher
enthusiasts,
39%
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.3%4%Single39%39%8%6%CoupleSingleparentNuclear39%
ofKingfisherenthusiastsarefrom
ahigh-income
household,
while
the
sharefortheindustryusersis
39%.Kingfisher’s
brand
is
generally
enjoyedbyconsumers
who
arepartof
acouplehousehold,
8%
of
Kingfisherenthusiastshavethiscurrent
livingsituationcompared
to
6%
of
beer
drinkersgenerally.5%6%23%23%34%33%28%Multi-generational30%29%30%31%ExtendedOther28%1%1%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=774,
Kingfisher
enthusiast,
n=964,
beer
drinkersConsumer
Insights
Global,
asofMarch2024Sources:Among
Kingfisher
fans,
33%
claim
that
beer
products
are
part
of
their
everydaylifeBrand
profile:
attitudesWhat
doconsumersthink
ofbeeringeneral?44%
ofconsumers
wholike
Kingfishersay
they
arewell
informed
when
itcomes
to
beer
and
22%
of
theseuserssaythattheycan’timagine
theirlifewithout
beer.
Thiscompares
toanindustryvalueof
45%
and
24%,respectively.How
doespriceaffect
theirdecision?28%
ofconsumers
wholike
Kingfisher
say
alow
price
ismore
important
thanhighquality
when
itcomes
tobeer,
compared
to
anindustryvalueof
28%.Do
consumerstrusttheirbeer?Relying
onbrandsconsumers
knowandtrustwhen
itcomes
tobeer
isimportant
to43%
ofconsumers
who
likeKingfisher,compared
to
theindustryvalueof42%.Do
beerproductsneed
to
innovateto
stay
relevant?50%
ofconsumers
wholike
Kingfishersay
beer
products
excite
themwith
49%
confirming
they
liketotryoutnew
and
innovative
beer
products.
Forthegeneral
industryuser,
this
is
48%
and
47%,
respectively.How
important
issustainability
toconsumers?According
to40%
ofconsumers
who
likeKingfisher,sustainabilityisimportant
when
itcomes
tobeer,
comparedtothe
industryvalueof
38%.9Notes:“Which
ofthese
statements
about
beerdo
youagreewith?”;
Multi
Pick;“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=774,
Kingfisher
enthusiast,
n=964,
beerdrinkersSources:Consumer
Insights
Global,
asofMarch2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1089%
of
Kingfisher
drinkers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performance
withinthebeermarketWhen
itcomes
to
beer,
theaverage
awareness
of
abrandinIndia
is
65%.
Awareness
of
Kingfisher,however,
is
at93%.Awareness74%
ofIndianbeer
drinkers
saytheylikeKingfisher,compared
to
anaverage
beer
brand
popularity
of42%.68%
ofbeer
drinkers
inIndiasaythey
drinkKingfisher,with
the
average
consumption
of
abrandat36%.BuzzPopularity89%
ofKingfisherdrinkers
say
theywould
consumethebrandagaincompared
to
anaverage
loyalty
scoreof
78%.Kingfisherhasbeen
seen
more
inthemedia
thanother
brands,with
a“Buzz”score
of67%
compared
to35%.LoyaltyKingfisherUsageSooverall,
the
results
showtheir
performance
tobeabove
average
compared
to
theindustry.Industryaverage11
Notes:Sources:Beer‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,124,
all
respondents
(awareness),
n=1,044,
respondents
who
know
the
individual
brand
(popularity),
n=1,044,
respondents
who
knowthe
individual
brand
(consumption),
n=708,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,044,
respondents
who
know
the
individual
brand
(buzz)Consumer
Insights
Global,
asofMarch2024Kingfisher
ranks
first
in
awareness
within
the
beer
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofKingfisherRank#
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.7%1KingfisherTuborg93%80%78%72%72%70%70%66%61%59%23Haywards
5000CarlsbergBudweiserGodfatherHeinekenCorona45Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
thebrand’slogo
andthewrittenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.678Outofallrespondents,
93%
were
aware
of
Kingfisher.Thisranksthemfirstcompared
to
other
brandssurveyed
inthismarket.93%9Foster'sAwarenessN/A10Knockout12
Notes:Sources:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,124,
all
respondents
(awareness)Consumer
Insights
Global,
asofMarch2024The
popularity
rating
of
Kingfisher
is
74%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofKingfisherRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
fromcurrent
and
potential
futurecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1KingfisherBudweiserCarlsbergTuborg74%60%52%51%44%42%41%39%38%37%226%34Outofconsumers
who
knew
thebrand,
74%
saidtheyliked
Kingfisher.
Thisranksthemfirstcompared
toother
brandssurveyed
inthismarket.5HeinekenHaywards
5000Corona6774%8GodfatherBira
919PopularityN/A10Foster's13
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=1,044,
respondents
who
know
the
individual
brand
(popularity)Consumer
Insights
Global,
asofMarch2024Kingfisher
ranks
first
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofKingfisherRank#
BrandUsage
%68%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthebrandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
beer,
which
ofthefollowing
brandshaveyouconsumed
inthepast12
months?”.1KingfisherBudweiserTuborg253%32%349%Outofconsumers
who
knew
thebrand,
68%
saidtheyconsumed
Kingfisher.
Thisranksthemfirstcomparedtootherbrandssurveyed
inthismarket.4CarlsbergHaywards
5000HeinekenBira
9145%538%638%736%68%8Corona35%9GodfatherFoster's31%UsageN/A1028%14
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;
Base:
n=1,044,
respondents
who
know
the
individual
brand
(consumption)Consumer
Insights
Global,
asofMarch2024Interms
of
loyalty,
Kingfisher
is
first
in
IndiaBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofKingfisher’sconsumersRank#
BrandLoyalty
%89%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.1KingfisherBudweiserTuborg11%286%384%4Bira
9183%5HoegaardenCarlsbergHeinekenHaywards
5000Okocim78%678%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
beer,
which
ofthefollowing
brandsare
you
likely
toconsume
againinthe
future?”.778%876%89%N/A974%Outofrespondents
whohaveconsumed
Kingfisher,89%
saidthey
would
usethebrand
again.Loyalty10Knockout74%15
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
are
youlikely
toconsume
again
in
the
future?”;
Multi
Pick;Base:
n=708,
respondents
who
have
consumed
the
individual
brand
(loyalty)Consumer
Insights
Global,
asofMarch2024Kingfisher
has
a
score
of
67%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofKingfisherRank#
BrandBuzz%67%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
thefollowing
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1KingfisherCarlsbergBudweiserTuborg249%33%349%Outofconsumers
who
knew
thebrand,
67%
saidtheyhadheardaboutKingfisherinthemedia.
Thisranksthemfirstcompared
tootherbrandssurveyed
inthismarket.440%5Haywards
5000Bira
9138%637%67%7HeinekenCorona37%834%9GodfatherFoster's33%BuzzN/A1028%16
Notes:Sources:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=1,044,
respondents
who
know
the
individual
brand
(Buzz)Consumer
Insights
Global,
asofMarch2024CONSUMER
INSIGHTSUnderstand
what
drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer
Insights,
youget
access
tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.
Leverage
consumerinsightstomakedata-drivendecisions
andunlocknewgrow
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