啤酒品牌KPI介绍：德国Becks啤酒-外文版培训课件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Beck’s

inGermanyConsumer

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

Beck’s

performance

inthebeermarket.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Beck’s

ranks

second

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Thepopularity

ratingof

Beck’s

is

33%•Beck’s

ranksfirstinconsumption•Beck’s

brandingresonates

more

with

Millennials•Beck’s

generally

appealstomen

more

than

women•Among

Beck’s

enthusiasts,44%

fallunderthehigh-•Interms

of

loyalty,Beck’s

isoutsidetheTop10

inincome

categoryGermany•Among

Beck’s

fans,26%

claimthatbeer

productsare

•Beck’s

hasascore

of

26%

for

media

buzzpartof

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

Beck’s

at

89%Brand

profile:

snapshotBrand

performance

of

Beck’sinGermany89%79%33%29%26%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=1,113,

respondents

who

know

the

individual

brand

(popularity),

n=1,113,

respondents

who

knowthe

individual

brand

(consumption),

n=319,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,113,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Beck’s

branding

resonates

more

withMillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%34%Withthatinmind,when

looking

attheshareofconsumers

who

likeBeck’s

bygeneration,

versus

theshareof

beer

drinkers

generally,

we

cansee

thatBeck’sislikedby9%

of

Babyboomers

and33%

of

Gen

Xers,compared

to

thetotalshareof

beer

drinkers

13%

and34%,

respectively.33%33%20%19%ForMillennials

andGen

Z,

39%

and

19%

feel

positivelytowards

Beck’s

versus

33%

and

20%.

Socurrently,

forBeck’s,

Millennials

connect

most

with

theirbrandcompared

to

theindustryin

general.13%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=362,

Beck’s

enthusiast,

n=963,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Beck’s

generally

appeals

to

menmore

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Beck’s

shows

men

aremore

likely

tohaveanaffinity

with

thebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Beck’s

hasasimilar8%8%43%57%45%55%56%

ofmen

likeBeck’s

compared

to43%of

women,

whereas

theindustryaverageforbeer

drinkers

shows

55%

of

mendrinkbeer

compared

to45%

of

women.proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.86%86%8%

of

Beck’s

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongbeer

drinkers

overall.6%6%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=362,

Beck’senthusiast,n=963,

beer

drinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Beck’s

enthusiasts,

44%

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.24%26%Single38%24%28%44%CoupleSingleparentNuclear44%

ofBeck’s

enthusiastsare

from

ahigh-income

household,

while

the

sharefortheindustryusersis

38%.Beck’s

brand

is

generally

enjoyed

byconsumers

who

arepartof

anuclearhousehold,

31%

ofBeck’s

enthusiastshavethiscurrent

livingsituationcompared

to

25%

of

beer

drinkersgenerally.7%8%31%25%31%32%28%Multi-generational2%1%11%10%ExtendedOther28%1%2%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=362,

Beck’s

enthusiast,

n=963,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Beck’s

fans,

26%

claim

that

beer

products

are

part

of

their

everyday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?32%

ofconsumers

wholike

Beck’s

say

theyare

well

informed

when

itcomes

to

beer

and26%

ofthese

users

saythatthey

can’timaginetheirlifewithout

beer.

Thiscompares

to

anindustryvalueof

30%

and22%,

respectively.How

doespriceaffect

theirdecision?15%

ofconsumers

wholike

Beck’s

say

alow

priceismore

important

thanhigh

qualitywhen

itcomes

tobeer,compared

to

anindustryvalueof14%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to43%

ofconsumers

who

likeBeck’s,

compared

tothe

industryvalueof

38%.Do

beerproductsneed

to

innovateto

stay

relevant?35%

ofconsumers

wholike

Beck’s

say

beer

products

excite

themwith41%

confirming

they

liketo

try

outnewandinnovativebeer

products.

Forthegeneral

industryuser,

thisis28%

and

31%,

respectively.How

important

issustainability

toconsumers?According

to24%

ofconsumers

who

likeBeck’s,

sustainability

is

important

when

itcomes

tobeer,

compared

tothe

industryvalueof

21%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=362,

Beck’senthusiast,

n=963,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1079%

of

Beck’s

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandinGermany

is75%.

Awareness

ofBeck’s,however,

is

at89%.Awareness33%

ofGerman

beer

drinkers

saytheylikeBeck’s,compared

to

anaverage

beer

brand

popularity

of23%.28%

ofbeer

drinkers

inGermany

saythey

drinkBeck’s,with

the

average

consumption

of

abrandat18%.BuzzPopularity79%

ofBeck’s

drinkers

saytheywould

consume

thebrandagaincompared

toanaverage

loyalty

score

of78%.Beck’s

hasbeen

seen

more

inthe

media

thanotherbrands,with

a“Buzz”score

of

26%

compared

to15%.Sooverall,

theresults

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBeck'sUsageIndustryaverage11

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=1,113,

respondents

who

know

the

individual

brand

(popularity),

n=1,113,

respondents

who

knowthe

individual

brand

(consumption),

n=319,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,113,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Beck’s

ranks

second

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBeck’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.1Krombacher91%89%88%88%86%84%83%83%83%81%11%2Beck's3BitburgerWarsteinerRadebergerPaulanerVeltins45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678KönigPilsnerHeinekenJeverOutofallrespondents,

89%

were

aware

of

Beck’s.

Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.89%N/A9Awareness1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Beck’s

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBeck’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.1Krombacher34%33%30%28%26%26%26%25%25%23%2Beck's33%3AugustinerBitburgerHeinekenErdingerPaulanerWarsteinerCorona4Outofconsumers

who

knew

thebrand,

33%

saidtheyliked

Beck’s.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.5667%789PopularityN/A10Astra13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,113,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofMarch2024Beck’s

ranks

first

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofBeck’sRank#

BrandUsage

%28%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Beck's2KrombacherAugustinerBitburgerErdingerCorona28%29%328%Outofconsumers

who

knew

thebrand,

28%

saidtheyconsumed

Beck’s.

Thisranksthemfirst

compared

toother

brandssurveyed

inthismarket.424%522%621%7HeinekenWarsteinerAstra20%71%819%919%UsageN/A10Paulaner18%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,113,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Beck’s

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBeck’sconsumersRank#

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.1Veltins21%2KrombacherAstra83%382%4ErdingerTyskie82%581%6Pilsner

UrquellPaulanerRothaus80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.780%879%79%9WarsteinerRadeberger79%Outofrespondents

whohaveconsumed

Beck’s,

79%saidthey

would

usethebrand

again.LoyaltyN/A1079%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=319,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Beck’s

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBeck’sRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Krombacher2Beck's26%26%3BitburgerCoronaPaulanerJever25%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutBeck’s

inthe

media.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.420%519%619%7ErdingerAstra17%74%816%9HeinekenRadeberger15%BuzzN/A1014%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,113,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.