Brand KPIs for yogurt Happy Milk in India-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

HappyMilk

inIndiaConsumer

Insights

reportOctober2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

7500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

HappyMilk’s

performance

inthe

yogurt

market.Fieldwork:April-July

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofOctober

202468%

of

Happy

Milk

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??HappyMilk’sbrandingresonates

more

with?HappyMilk

rankstenthinawareness

withintheMillennialsyogurt

market?HappyMilk

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

HappyMilk

is39%?HappyMilk

rankssixthinconsumption?Among

Happy

Milk

enthusiasts,45%

fallunderthehigh-income

category?Interms

of

loyalty,HappyMilk

isoutside

the

Top

10

inIndia?Consumers

want

theiryogurt

brandsto

havehonesty/trustworthiness,

authenticity,and

highvalue?HappyMilk

hasascore

of

34%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

Happy

Milk

at

68%Brand

profile:

snapshotBrand

performance

of

HappyMilkinIndia68%53%39%34%33%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=656,

respondents

who

know

the

individual

brand

(popularity),

n=656,

respondents

whoknow

the

individual

brand(consumption),

n=218,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=656,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Happy

Milk’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%45%44%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHappyMilk

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatHappyMilk

islikedby0%

of

Babyboomers

and9%ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

13%,

respectively.ForMillennials

andGen

Z,

47%

and

44%

feel

positivelytowards

HappyMilk,versus

43%

and

45%.

Socurrently,forHappyMilk,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.13%9%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=255,

Happy

Milk

enthusiast,

n=1,214,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Happy

Milk

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

HappyMilk

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.14%82%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

HappyMilk

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.19%42%58%41%59%57%

ofmen

likeHappyMilk

compared

to42%

ofwomen,

whereas

fortheoverallindustry,59%

of

men

consume

yogurtcompared

to

41%

of

women.78%19%

ofHappyMilk

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to14%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=255,

Happy

Milkenthusiast,

n=1,214,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongHappy

Milk

enthusiasts,

45%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.2%4%Single6%5%40%45%CoupleSingleparentNuclear45%

ofHappyMilk

enthusiastsarefromhigh-income

households.HappyMilk’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

34%

ofHappyMilk

enthusiastshavethiscurrent

living

situation.5%4%22%20%29%30%24%Multi-generational34%30%31%35%31%ExtendedOther0%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

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=255,

Happy

Milk

enthusiast,

n=1,214,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

honesty

/

trustworthiness,authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandarehonesty

/trustworthiness,

authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%HappyMilk

consumers

alsoappreciatethese

key

attributes,indicatingHappyMilk

exudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatHappy

Milkenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityHappyMilk

shouldwork

on

promotingcoolness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

yogurt,which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

yogurt,which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

yogurt,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=218,

Happy

Milk

consumers’,n=255,

Happy

Milk

enthusiast,

n=1,214,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongHappy

Milk

fans,

60%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?60%59%54%54%53%47%45%44%40%40%39%28%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIknow

and

trust

yogurt

productsIliketotalkabouttopicsrelating

toyogurtBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

yogurtdo

youagree

with?”;

Multi

Pick;“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=255,

Happy

Milk

enthusiast,

n=1,214,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1168%

of

Happy

Milk

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinIndia

is

61%.

Awareness

of

Happy

Milk,however,

is

at53%.Awareness39%

ofIndianyogurt

consumers

saytheylikeHappyMilk,compared

to

anindustryaverage

brandpopularity

of37%.33%

ofindustryconsumers

inIndiasaythey

consumeHappyMilk,with

the

average

consumption

of

abrandat32%.BuzzPopularity68%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of74%.HappyMilk

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of34%compared

to

32%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Yogurt‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=656,

respondents

who

know

the

individual

brand

(popularity),

n=656,

respondents

whoknow

the

individual

brand(consumption),

n=218,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=656,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Happy

Milk

ranks

tenth

in

awareness

within

the

yogurtmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHappy

MilkRank#

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.1Amul97%92%89%86%77%74%73%70%64%53%2BritanniaMother

DairyPatanjaliNestle

a+Nandini3447%553%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67GowardhanMilkyMistGokul8Outofallrespondents,

53%

were

aware

of

HappyMilk.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10HappyMilk13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Happy

Milk

is

39%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHappy

MilkRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amul86%63%49%46%45%42%39%36%35%35%2Mother

DairyBritanniaMilkyMistNestle

a+Gokul339%4Outofconsumers

who

knew

thebrand,

39%

saidtheyliked

HappyMilk.

Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.5661%7HappyMilkNandini89GowardhanHatsunPopularityN/A1014

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=656,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Happy

Milk

ranks

sixth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHappyMilkRank#

BrandUsage

%83%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1Amul2Mother

DairyBritanniaMilkyMistNestle

a+HappyMilkGokul54%33%343%Outofconsumers

who

knew

thebrand,

33%

saidtheyconsumed

HappyMilk.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.440%536%633%67%732%8Hatsun30%9EpigamiaPatanjali30%UsageN/A1029%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=656,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Happy

Milk

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHappyMilk’sconsumersRank#

BrandLoyalty

%92%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Amul2Mother

DairyMilkyMistNestle

a+PatanjaliBritanniaHatsunNandiniGokul83%32%382%480%578%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.774%68%874%973%Outofrespondents

whohaveconsumed

HappyMilk,68%

saidthey

would

consume

the

brandagain.LoyaltyN/A10ID71%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=218,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Happy

Milk

has

a

score

of

34%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHappyMilkRank#

BrandBuzz%82%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amul2Mother

DairyBritanniaNestle

a+MilkyMistArokya53%34%350%Outofconsumers

who

knew

thebrand,

34%

saidtheyhadheardaboutHappyMilk

inthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.440%537%634%66%HappyMilkPatanjaliHatsun34%7832%931%BuzzN/A10Gokul28%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=656,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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