brand kpis fuer eiscreme santa clara in mexiko-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

ice

cream:

SANTACLARA

in

MexicoConsumer

Insights

reportDecember2024Discover

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.

5000Ourdataallows

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

SANTACLARA’sperformance

inthe

ice

cream

market.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofDecember202482%

of

SANTA

CLARA

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SANTA

CLARA’sbranding

resonates

more

with

Gen

X

?SANTA

CLARArankstenthinawareness

within

the

icecream

market?SANTA

CLARAgenerally

appealstowomen

morethan

men?Thepopularity

ratingof

SANTA

CLARAis51%?Among

SANTA

CLARAenthusiasts,35%

fallunderthe

?SANTA

CLARAranksseventh

inconsumptionhigh-income

category?Interms

of

loyalty,SANTACLARAisfifth

inMexico?SANTA

CLARAhasascore

of25%

formedia

buzz?Consumers

want

theiricecream

brandstohaveauthenticity,coolness,

andreliability3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

for

SANTA

CLARA

at

90%Brand

profile:

snapshotBrand

performance

of

SANTACLARA

inMexico90%82%51%38%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ice

cream

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents(awareness),

n=1,124,

respondents

who

know

the

individual

brand

(popularity),

n=1,124,

respondentswho

know

the

individual

brand

(consumption),

n=427,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,124,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTA

CLARA’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%38%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSANTACLARAbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSANTACLARAislikedby4%

of

Babyboomersand26%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and24%,

respectively.32%26%24%ForMillennials

andGen

Z,

38%

and

32%

feel

positivelytowards

SANTACLARA,versus

39%

and34%.

Socurrently,

forSANTA

CLARA,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=568,

SANTA

CLARA

enthusiast,

n=1,218,

icecreamconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTA

CLARA

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SANTACLARA

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SANTA

CLARAhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%56%56%

ofwomen

likeSANTACLARAcompared

to

44%

of

men,whereas

forthe

overall

industry,51%

of

womenconsume

ice

cream

compared

to

49%

ofmen.89%88%7%

of

SANTA

CLARAenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.44%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=568,

SANTA

CLARAenthusiast,

n=1,218,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

SANTA

CLARA

enthusiasts,

35%

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.4%7%Single32%35%35%13%13%CoupleSingleparentNuclear35%

ofSANTACLARAenthusiastsarefrom

high-income

households.SANTACLARA’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

39%

ofSANTACLARA

enthusiastshavethiscurrent

living

situation.6%6%39%36%37%Multi-generational10%9%23%25%34%29%ExtendedOther4%4%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

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=568,

SANTA

CLARA

enthusiast,

n=1,218,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ice

cream

brands

to

have

authenticity,

coolness,

andreliabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

icecream

brandsForice

cream,

thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,coolness,

andreliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessSANTACLARA

consumers

alsoappreciate

these

key

attributes,indicating

SANTACLARAexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatSANTA

CLARAenthusiastsare

least

focused

on

areboldness

and

inclusiveness.ReliabilityExclusivitySANTACLARA

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ice

cream,which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ice

cream,which

ofthefollowing

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=427,

SANTA

CLARA

consumers’,n=568,

SANTA

CLARA

enthusiast,

n=1,218,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

SANTA

CLARA

fans,

58%

state

that

they

get

excited

about

ice

creamBrand

profile:

attitudesWhat

doconsumersthink

oficecream

ingeneral?58%51%49%45%26%26%23%21%19%16%8%8%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

abouticecream

topicsrelating

toicecreamIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ice

creamdo

youagree

with?”;

Multi

Pick;“When

it

comes

toice

cream,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=568,

SANTA

CLARA

enthusiast,

n=1,218,

ice

creamconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

SANTA

CLARA

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ice

cream,

theaverage

awareness

ofabrandinMexico

is66%.

Awareness

of

SANTA

CLARA,however,

is

at90%.Awareness51%

ofMexican

ice

cream

consumers

saytheylikeSANTACLARA,compared

toanindustryaverage

brandpopularity

of46%.38%

ofindustryconsumers

inMexico

say

theyconsume

SANTACLARA,with

the

averageconsumption

ofabrandat34%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.SANTACLARA

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

28%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Ice

cream

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents(awareness),

n=1,124,

respondents

who

know

the

individual

brand

(popularity),

n=1,124,

respondentswho

know

the

individual

brand

(consumption),

n=427,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,124,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTA

CLARA

ranks

tenth

in

awareness

within

the

ice

cream

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSANTACLARARank#

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.1Holanda97%96%96%95%93%93%91%91%91%90%10%2Nestlé3Magnum4Hershey'sBonice5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6LaMichoacanaMarinela78Ferrero

RocherCornettoOutofallrespondents,

90%

were

aware

of

SANTACLARA.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.90%N/A9Awareness10SANTA

CLARA13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

SANTA

CLARA

is

51%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSANTACLARARank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Magnum80%77%68%62%58%58%57%55%51%49%2Holanda3LaMichoacanaCornetto449%Outofconsumers

who

knew

thebrand,

51%

saidtheyliked

SANTACLARA.Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.5Ferrero

RocherHershey'sNestlé51%678H?agen-DazsSANTA

CLARANutrisa9PopularityN/A1014

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,124,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTA

CLARA

ranks

seventh

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSANTACLARARank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ice

cream,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Holanda2LaMichoacanaMagnum61%361%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyconsumed

SANTACLARA.Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.4Cornetto44%5Nestlé41%6Bonice39%62%7SANTA

CLARAHershey'sFerrero

RocherH?agen-Dazs38%838%936%UsageN/A1035%15

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:n=1,124,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

SANTA

CLARA

is

fifth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSANTACLARA’sconsumersRank#

BrandLoyalty

%88%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.1Magnum18%2Nutrisa87%3Holanda85%4LaMichoacanaSANTA

CLARAH?agen-DazsFerrero

RocherTucky

TuckyNestlé84%582%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ice

cream,

whichof

the

following

brandsareyou

likely

toconsumeagaininthe

future?”.781%880%82%979%Outofrespondents

whohaveconsumed

SANTACLARA,82%

saidthey

would

consume

thebrandagain.10Cornetto79%LoyaltyN/A16

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:

n=427,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTA

CLARA

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSANTACLARARank#

BrandBuzz%60%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Magnum2Bonice50%25%3Holanda47%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutSANTACLARAinthe

media.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.4Ferrero

RocherNestlé40%539%6Hershey'sCornetto37%732%75%8SANTA

CLARAMarinela25%923%BuzzN/A10H?agen-Dazs23%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,124,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identi