brand kpis fuer fluggesellschaften aeromexico in den vereinigten staaten-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

airlines:

Aeroméxico

inthe

United

StatesConsumer

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.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Aeroméxico’s

performance

inthe

airline

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202459%

of

Aeroméxico

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Aeroméxico’s

brandingresonates

more

with?Aeroméxico

ranksoutsidetheTop10

inawarenessMillennialswithin

the

airline

market?Aeroméxico

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Aeroméxico

is

14%?Aeroméxico

ranksoutsidetheTop10

inusage?Among

Aeroméxico

enthusiasts,42%

fallunder

thehigh-income

category?Interms

of

loyalty,Aeroméxico

isoutside

the

Top

10inthe

United

States?Consumers

want

theirairlinebrandstohavereliability,

honesty

/trustworthiness,

and

friendliness?Aeroméxico

hasascore

of

16%

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

Aeroméxico

at

59%Brand

profile:

snapshotBrand

performance

of

AeroméxicointheUnitedStates59%26%16%14%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Airlines

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=327,

respondents

who

know

the

individual

brand

(popularity),

n=327,

respondents

who

know

theindividual

brand(usage),

n=34,

respondents

who

have

used

the

individual

brand(loyalty),

n=327,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Aeroméxico’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAeroméxico

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatAeroméxico

islikedby7%

of

Babyboomers

and

13%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is6%

and

23%,

respectively.40%33%31%23%ForMillennials

andGen

Z,

48%

and

33%

feel

positivelytowards

Aeroméxico,

versus

40%

and

31%.

Socurrently,

forAeroméxico,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.13%7%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoairlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=46,

Aeroméxico

enthusiast,

n=737,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Aeroméxico

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Aeroméxico

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%11%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Aeroméxico

has

alowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.35%65%46%54%65%

ofmen

likeAeroméxico

comparedto35%

of

women,

whereas

fortheoverall

industry,54%

ofmen

useairlinescompared

to

46%

of

women.91%7%

of

Aeroméxico

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=46,

Aeroméxicoenthusiast,

n=737,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Aeroméxico

enthusiasts,

42%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.15%Single24%42%41%11%14%CoupleSingleparentNuclear42%

ofAeroméxico

enthusiastsarefromhigh-income

households.Aeroméxico’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

35%

of

Aeroméxicoenthusiastshavethiscurrent

livingsituation.9%15%35%28%32%27%24%Multi-generational7%4%20%14%31%ExtendedOther4%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

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=46,

Aeroméxico

enthusiast,

n=737,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

airline

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

airline

brandsAuthenticityForairlines,

thetopthree

qualitiesuserswant

fromabrandare

reliability,honesty

/trustworthiness,

andfriendliness.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityHowever,

forAeroméxico

users

thetop3attributesthey

actuallywant

areauthenticity,cleverness,

andboldness.SocialresponsibilityCoolnessThequalitiesthatAeroméxicoenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityAeroméxico

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

airlines,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

airlines,

whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

airlines,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=34,

Aeroméxico

users’,n=46,

Aeroméxicoenthusiast,

n=737,airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Aeroméxico

fans,

50%

state

that

they

get

excited

about

airlinesBrand

profile:

attitudesWhat

doconsumersthink

ofairlinesingeneral?50%43%43%42%39%37%33%33%31%28%28%27%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutairlinesIliketotalkabouttopicsrelating

toairlinesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

airlines

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toairlines,

which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=46,

Aeroméxicoenthusiast,

n=737,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1159%

of

Aeroméxico

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

airlines,

theaverage

awareness

of

abrandinthe

United

Statesis52%.

Awareness

ofAeroméxico,

however,

is

at26%.Awareness14%

ofU.S.

airlineusers

say

theylikeAeroméxico,compared

to

anindustryaverage

brandpopularity

of22%.10%

ofindustryusers

intheUnitedStatessaythey

useAeroméxico,

with

the

average

usageof

abrandat12%.BuzzPopularity59%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Aeroméxico

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Airlines

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=327,

respondents

who

know

the

individual

brand

(popularity),

n=327,

respondents

who

know

theindividual

brand(usage),

n=34,

respondents

who

have

used

the

individual

brand(loyalty),

n=327,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Aeroméxico

ranks

outside

the

Top

10

in

awareness

within

the

airline

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAeroméxicoRank#

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.1American

Airlines85%84%83%81%66%63%61%57%55%51%2Delta

Air

LinesUnited

AirlinesSouthwestAirlinesJetBlue

AirwaysSpirit

Air26%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67AlaskaAirlinesBritish

AirwaysFrontier

AirlinesAir

Canada74%8Outofallrespondents,

26%

were

aware

ofAeroméxico.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

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

Aeroméxico

is

14%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAeroméxicoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Delta

Air

Lines47%45%41%40%30%24%19%19%18%18%14%2American

AirlinesUnited

AirlinesSouthwestAirlinesJetBlue

AirwaysAlaskaAirlinesSpirit

Air34Outofconsumers

who

knew

thebrand,

14%

saidtheyliked

Aeroméxico.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5678Emirates86%9Frontier

AirlinesAllegiantAirPopularityN/A1014

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=327,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Aeroméxico

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAeroméxicoRank#

BrandUsage

%24%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

airlines,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Delta

Air

Lines10%2American

AirlinesUnited

AirlinesSouthwestAirlinesJetBlue

AirwaysAlaskaAirlinesAllegiantAir24%320%Outofconsumers

who

knew

thebrand,

10%

saidtheyused

Aeroméxico.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.419%514%613%712%8Emirates11%90%9Frontier

AirlinesSpirit

Air11%UsageN/A1011%15

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=327,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Aeroméxico

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAeroméxico’s

consumersRank#

BrandLoyalty

%92%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1WestJet2SouthwestAirlinesUnited

AirlinesJetBlue

AirwaysAmerican

AirlinesDelta

Air

LinesLufthansa86%385%41%483%582%681%59%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

airlines,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.779%8KLMRoyalDutch

AirlinesHawaiianAirlinesAir

Canada71%970%Outofrespondents

whohaveused

Aeroméxico,

59%saidthey

would

usethebrand

again.LoyaltyN/A1069%16

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=34,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Aeroméxico

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAeroméxicoRank#

BrandBuzz%30%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Delta

Air

Lines16%2American

AirlinesSouthwest

AirlinesUnited

AirlinesEmirates29%326%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutAeroméxico

inthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.423%521%6AlaskaAirlinesJetBlue

AirwaysAeroméxico20%718%816%84%9AllegiantAir14%BuzzN/A10Air

France14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=327,

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

andunlocknewgrowthoppo