啤酒品牌KPI介绍：美国三姆Samuel Adams啤酒-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Samuel

Adams

inthe

United

StatesConsumer

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

Samuel

Adams’performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Samuel

Adams

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Samuel

Adams’branding

resonates

more

with

Gen

X

•Thepopularity

ratingof

Samuel

Adamsis16%•Samuel

Adamsgenerally

appealsto

men

more

than•Samuel

AdamsranksoutsidetheTop10

inwomenconsumption•Among

Samuel

Adamsenthusiasts,46%

fallunder•Interms

of

loyalty,Samuel

Adamsisfourthinthethe

high-income

categoryUnited

States•Among

Samuel

Adamsfans,38%

claimthatbeer•Samuel

Adamshasascore

of

19%

formedia

buzzproducts

arepartof

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

Samuel

Adams

at

84%Brand

profile:

snapshotBrand

performance

of

Samuel

AdamsintheUnitedStates84%73%19%16%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,152,

all

respondents

(awareness),

n=836,

respondents

who

know

the

individual

brand

(popularity),

n=836,

respondents

who

know

theindividual

brand(consumption),

n=97,

respondents

who

have

consumed

the

individual

brand(loyalty),

n=836,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Samuel

Adams’

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%41%Withthatinmind,when

looking

attheshareofconsumers

who

likeSamuel

Adamsbygeneration,versus

theshare

ofbeer

drinkers

generally,

we

canseethatSamuel

Adamsislikedby18%

of

Babyboomersand41%

of

Gen

Xers,

compared

tothetotal

shareofbeer

drinkers

9%

and28%,

respectively.33%28%19%18%ForMillennials

andGen

Z,

33%

and

9%

feel

positivelytowards

Samuel

Adamsversus

44%

and

19%.

Socurrently,

forSamuel

Adams,Gen

Xconnect

most

withtheirbrandcompared

tothe

industryingeneral.9%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=135,

Samuel

Adams

enthusiast,

n=761,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Samuel

Adams

generallyappeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Samuel

Adamsshowsmen

are

more

likely

tohaveanaffinitywith

the

brandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Samuel

Adamshasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.37%63%40%60%63%

ofmen

likeSamuel

Adamscompared

to

37%

of

women,

whereasthe

industryaverage

forbeer

drinkersshows

60%

of

men

drinkbeer

comparedto40%

of

women.90%6%

of

Samuel

Adamsenthusiastsconsider

themselves

tobepartof

theLGBTQIA+

community

compared

to11%among

beer

drinkers

overall.4%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=135,

Samuel

Adamsenthusiast,

n=761,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Samuel

Adams

enthusiasts,

46%

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.20%19%Single20%18%44%46%CoupleSingleparentNuclear46%

ofSamuel

Adamsenthusiastsarefrom

ahigh-income

household,

whiletheshare

forthe

industryusers

is

44%.Samuel

Adams’brandisgenerallyenjoyed

by

consumers

whoare

partofacouple

household,

20%

ofSamuelAdamsenthusiastshavethis

currentlivingsituationcompared

to

18%

of

beerdrinkers

generally.10%11%32%32%31%25%29%Multi-generational5%5%8%10%ExtendedOther25%4%5%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=135,

Samuel

Adams

enthusiast,

n=761,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Samuel

Adams

fans,

38%

claim

that

beer

products

are

part

of

theireveryday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?41%

ofconsumers

wholike

Samuel

Adamssay

theyare

well

informed

when

itcomes

to

beer

and31%

oftheseusers

saythatthey

can’timaginetheir

lifewithout

beer.

Thiscompares

to

anindustryvalueof

35%

and

20%,respectively.How

doespriceaffect

theirdecision?26%

ofconsumers

wholike

Samuel

Adamssay

alow

priceismore

importantthanhigh

qualitywhen

itcomes

tobeer,

compared

to

anindustryvalueof

21%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to50%

ofconsumers

who

likeSamuel

Adams,compared

tothe

industryvalueof

38%.Do

beerproductsneed

to

innovateto

stay

relevant?38%

ofconsumers

wholike

Samuel

Adamssay

beer

products

excite

themwith47%

confirming

they

liketo

tryoutnew

andinnovativebeer

products.

For

thegeneral

industryuser,

thisis32%

and33%,

respectively.How

important

issustainability

toconsumers?According

to30%

ofconsumers

who

likeSamuel

Adams,sustainabilityisimportant

when

itcomes

tobeer,compared

to

theindustryvalueof23%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=135,

Samuel

Adams

enthusiast,

n=761,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1084%

of

Samuel

Adams

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandintheUnited

Statesis68%.

Awareness

ofSamuel

Adams,however,

isat73%.Awareness16%

ofU.S.

beer

drinkers

saytheylikeSamuel

Adams,compared

to

anaverage

beer

brand

popularity

of23%.12%

ofbeer

drinkers

intheUnited

Statessay

theydrinkSamuel

Adams,with

the

average

consumption

ofabrandat19%.BuzzPopularity84%

ofSamuel

Adamsdrinkers

saythey

wouldconsume

thebrandagain

compared

to

anaverageloyalty

score

of78%.Samuel

Adamshasbeen

seen

similar

inthemediathan

other

brands,with

a“Buzz”score

of

19%compared

to

21%.LoyaltySamuelAdamsUsageSooverall,

theresults

showtheir

performance

tobeinconsistent

compared

to

theindustry.Industryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,152,

all

respondents

(awareness),

n=836,

respondents

who

know

the

individual

brand

(popularity),

n=836,

respondents

who

know

theindividual

brand(consumption),

n=97,

respondents

who

have

consumed

the

individual

brand(loyalty),

n=836,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Samuel

Adams

ranks

outside

the

Top

10

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSamuel

AdamsRank#

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.1Corona87%87%85%85%80%79%77%76%74%73%2BudLightBudweiserHeinekenMiller27%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Coors7MichelobBusch73%8Outofallrespondents,

73%

were

aware

of

SamuelAdams.ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.9BlueMoonModeloAwarenessN/A1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,152,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Samuel

Adams

is

16%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSamuel

AdamsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Corona35%33%30%30%30%30%24%23%23%21%16%2BudLightBudweiserBlueMoonBrooklyn

BreweryHeinekenGuinnessModelo34Outofconsumers

who

knew

thebrand,

16%

saidtheyliked

Samuel

Adams.

Thisranksthemoutside

theTop10

compared

toother

brandssurveyed

inthismarket.567884%9CoorsPopularityN/A10Dos

Equis13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=836,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofMarch2024Samuel

Adams

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSamuel

AdamsRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Corona12%2BudLightBrooklyn

BreweryBudweiserBlueMoonHeinekenModelo30%330%Outofconsumers

who

knew

thebrand,

12%

saidtheyconsumed

Samuel

Adams.ThisranksthemoutsidetheTop

10

compared

toother

brandssurveyed

inthismarket.426%524%622%720%8GuinnessCoors18%88%918%UsageN/A10Beck's18%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=836,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Samuel

Adams

is

fourth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSamuel

Adams’consumersRank#

BrandLoyalty

%87%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.1Beck's16%2Yuengling85%3Heineken84%4SamuelAdamsModelo84%583%6BudweiserMichelob83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.783%8StellaArtoisNew

Belgium

BrewingBlueMoon83%84%983%Outofrespondents

whohaveconsumed

SamuelAdams,84%

saidthey

would

usethebrandagain.LoyaltyN/A1081%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=97,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Samuel

Adams

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSamuel

AdamsRank#

BrandBuzz%45%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BudLightBudweiserBrooklyn

BreweryCorona19%237%333%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutSamuel

Adamsinthe

media.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.432%5Coors26%6BlueMoonModelo25%723%8HeinekenDos

EquisBusch23%81%921%BuzzN/A1019%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=836,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

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