啤酒品牌KPI介紹：墨西哥Dos Equis啤酒-外文版培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

beer:

Dos

Equis

inMexicoConsumer

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

DosEquis’performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Dos

Equis

ranks

fourth

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Thepopularity

ratingof

Dos

Equisis43%?Dos

Equisrankssixth

inconsumption?Dos

Equis’brandingresonates

more

with

Millennials?Dos

Equisgenerally

appealstomen

more

thanwomen?Interms

of

loyalty,Dos

Equis

is

eighthinMexico?Dos

Equishasascore

of47%

formedia

buzz?Among

Dos

Equisenthusiasts,40%

fallunderthehigh-income

category?Among

Dos

Equisfans,32%

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

Dos

Equis

at

97%Brand

profile:

snapshotBrand

performance

of

DosEquisinMexico97%78%47%43%37%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,218,

all

respondents

(awareness),

n=1,179,

respondents

who

know

the

individual

brand

(popularity),

n=1,179,

respondents

who

knowthe

individual

brand

(consumption),

n=439,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,179,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Dos

Equis’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%42%Withthatinmind,when

looking

attheshareofconsumers

who

likeDos

Equis

bygeneration,

versustheshare

of

beer

drinkers

generally,

we

cansee

thatDosEquisislikedby2%

ofBaby

boomers

and20%

ofGen

Xers,

compared

tothetotal

shareof

beer

drinkers4%

and

23%,

respectively.32%31%23%20%ForMillennials

andGen

Z,

45%

and

32%

feel

positivelytowards

Dos

Equis

versus

42%

and31%.

So

currently,forDos

Equis,

Millennials

connect

most

with

theirbrandcompared

tothe

industryingeneral.4%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=503,

Dos

Equis

enthusiast,

n=1,098,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Dos

Equis

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

DosEquisshows

men

aremore

likely

tohaveanaffinity

with

thebrandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Dos

Equishasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryuser

ingeneral.48%52%47%53%52%

ofmen

likeDos

Equiscompared

to48%

ofwomen,

whereas

theindustryaverage

forbeer

drinkers

shows

53%

ofmen

drink

beer

compared

to47%

ofwomen.91%90%6%

of

Dos

Equisenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongbeer

drinkers

overall.3%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=503,

DosEquis

enthusiast,n=1,098,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Dos

Equis

enthusiasts,

40%

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.6%6%Single36%40%12%13%CoupleSingleparentNuclear40%

ofDos

Equisenthusiastsare

fromahigh-income

household,

while

the

sharefortheindustryusersis

36%.DosEquis’brand

is

generally

enjoyed

byconsumers

who

arepartof

anuclearhousehold,

39%

ofDos

Equisenthusiastshavethiscurrent

livingsituationcompared

to

38%

of

beerdrinkers

generally.8%7%32%33%39%38%31%Multi-generational8%9%24%24%29%ExtendedOther3%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=503,

DosEquis

enthusiast,

n=1,098,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Dos

Equis

fans,

32%

claim

that

beer

products

are

part

of

their

everydaylifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?41%

ofconsumers

wholike

Dos

Equissaythey

arewell

informed

when

itcomes

tobeer

and

22%

of

these

userssaythattheycan’timagine

theirlifewithout

beer.

Thiscompares

toanindustryvalueof

34%

and

18%,respectively.How

doespriceaffect

theirdecision?6%

of

consumers

wholike

DosEquissayalow

price

ismore

important

thanhighquality

when

itcomes

to

beer,compared

to

anindustryvalueof7%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to56%

ofconsumers

who

likeDosEquis,compared

to

theindustryvalueof51%.Do

beerproductsneed

to

innovateto

stay

relevant?44%

ofconsumers

wholike

Dos

Equissaybeer

products

excite

themwith

55%

confirming

theyliketotryoutnew

and

innovative

beer

products.

Forthegeneral

industryuser,

this

is

35%

and

47%,

respectively.How

important

issustainability

toconsumers?According

to21%

ofconsumers

who

likeDos

Equis,sustainability

is

importantwhen

itcomes

to

beer,

comparedtothe

industryvalueof

17%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=503,

DosEquis

enthusiast,

n=1,098,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1078%

of

Dos

Equis

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandinMexico

is81%.

Awareness

of

Dos

Equis,however,

is

at97%.Awareness43%

ofMexican

beer

drinkerssay

theylike

DosEquis,compared

to

anaverage

beer

brand

popularity

of39%.37%

ofbeer

drinkers

inMexico

say

theydrink

DosEquis,with

theaverage

consumption

of

abrand

at32%.BuzzPopularity78%

ofDos

Equisdrinkers

saythey

would

consumethebrandagaincompared

to

anaverage

loyalty

scoreof

77%.DosEquishasbeen

seen

more

inthemedia

thanother

brands,with

a“Buzz”score

of47%

compared

to35%.LoyaltyDosEquisUsageSooverall,

theresults

showtheir

performance

tobeabove

average

compared

to

theindustry.Industryaverage11

Notes:Sources:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,218,

all

respondents

(awareness),

n=1,179,

respondents

who

know

the

individual

brand

(popularity),

n=1,179,

respondents

who

knowthe

individual

brand

(consumption),

n=439,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,179,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Dos

Equis

ranks

fourth

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDos

Equis3%Rank#

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.1CoronaModeloTecate98%98%98%97%97%96%96%96%92%80%234Dos

EquisSol5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6HeinekenVictoriaIndio78Outofallrespondents,

97%

were

aware

of

DosEquis.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.9Carta

BlancaPacifico97%AwarenessN/A1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,218,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Dos

Equis

is

43%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDos

EquisRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1CoronaModeloVictoriaHeinekenTecate62%57%52%51%47%43%40%38%36%28%23443%Outofconsumers

who

knew

thebrand,

43%

saidtheyliked

DosEquis.Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.557%6Dos

EquisIndio78BohemiaPacificoSol9PopularityN/A1013

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,179,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofMarch2024Dos

Equis

ranks

sixth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofDosEquisRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Corona2ModeloVictoriaHeinekenTecate51%347%37%Outofconsumers

who

knew

thebrand,

37%

saidtheyconsumed

Dos

Equis.Thisranksthemsixthcomparedtootherbrandssurveyed

inthismarket.443%542%6Dos

EquisIndio37%63%732%8BohemiaPacificoCarta

Blanca30%927%UsageN/A1026%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,179,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Dos

Equis

is

eighth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDosEquis’consumersRank#

BrandLoyalty

%86%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.1VictoriaModeloHeinekenTecate22%282%382%480%5CoronaBohemiaPacificoDos

EquisSol80%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.780%878%78%975%Outofrespondents

whohaveconsumed

Dos

Equis,78%

saidthey

would

usethebrand

again.LoyaltyN/A10Indio75%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=439,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Dos

Equis

has

a

score

of

47%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDosEquisRank#

BrandBuzz%61%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CoronaHeinekenTecate260%354%Outofconsumers

who

knew

thebrand,

47%

saidtheyhadheardaboutDos

Equisinthemedia.

This

ranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4ModeloDos

EquisVictoriaIndio53%47%547%53%639%736%8PacificoCarta

BlancaSol28%928%BuzzN/A1027%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,179,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthop