Brand KPIs for sportswear callaway in the united kingdom-外文版培訓課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sportswear:

Callaway

inthe

United

KingdomConsumer

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Callaway’s

performance

inthesportswear

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202438%

ofCallaway

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Callaway’sbrandingresonates

more

with

Baby?Callaway

ranksoutside

the

Top

10

inawarenessBoomerswithin

the

sportswear

market?Callaway

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Callaway

is18%?Callaway

ranksninth

inownership?Among

Callaway

enthusiasts,48%

fallunderthe

high-income

category?Interms

of

loyalty,Callaway

is

outsidethe

Top

10

inthe

United

Kingdom?Consumers

want

theirsportswear

brandsto

havereliability,

authenticity,and

coolness?Callaway

hasascore

of13%

formedia

buzz3Sources:

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.4Loyalty

is

the

highest

scoring

KPI

for

Callawayat

38%Brand

profile:

snapshotBrand

performance

of

Callaway

intheUnited

Kingdom38%31%18%15%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sportswear‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=390,

respondents

who

know

the

individual

brand

(popularity),

n=390,

respondents

whoknow

the

individual

brand(ownership),

n=58,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=390,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Callaway’s

branding

resonates

more

with

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCallaway

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatCallaway

islikedby17%

of

Babyboomers

and13%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and

29%,

respectively.30%29%26%17%ForMillennials

andGen

Z,

39%

and

30%

feel

positivelytowards

Callaway,versus

36%

and26%.

So

currently,forCallaway,Baby

Boomers

connect

most

with

theirbrandcompared

tothe

overall

industryuser.13%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=69,

Callaway

enthusiast,

n=1,107,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Callaway

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Callaway

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof4%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Callaway

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.20%80%49%51%80%

ofmen

likeCallaway

compared

to20%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

own

sportswearcompared

to

49%

of

women.94%88%4%

of

Callaway

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=69,

Callawayenthusiast,

n=1,107,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Callaway

enthusiasts,

48%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.9%16%Single38%13%CoupleSingleparentNuclear48%48%

ofCallaway

enthusiastsarefromhigh-income

households.Callaway’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

51%

of

Callawayenthusiastshavethiscurrent

livingsituation.25%9%8%51%35%28%30%33%Multi-generational4%3%13%12%ExtendedOther20%1%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

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=69,

Callaway

enthusiast,

n=1,107,

sportswear

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sportswear

brands

to

have

reliability,

authenticity,

andcoolnessBrand

profile:

qualitiesQualitiesownerswant

from

sportswear

brandsForsportswear,

thetopthree

qualitiesowners

want

from

abrand

are

reliability,authenticity,andcoolness.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Callaway

owners

alsoappreciate

thesekey

attributes,indicating

Callawayexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatCallaway

enthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityCallaway

should

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sportswear,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

have

youpurchased

in

the

past12

months?”;

Multi

Pick;

Base:

n=58,

Callaway

owners’,n=69,

Callaway

enthusiast,

n=1,107,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Callaway

fans,

30%

state

that

they

get

excited

about

sportswearBrand

profile:

attitudesWhat

doconsumersthink

ofsportswear

ingeneral?51%42%39%39%30%30%25%24%24%19%

19%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsportswear

topicsrelating

tosportswearIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sportsweardo

youagree

with?”;

Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=69,

Callaway

enthusiast,

n=1,107,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1138%

ofCallaway

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sportswear,

theaverage

awarenessof

abrand

intheUnitedKingdomis68%.

Awarenessof

Callaway,however,

is

at31%.Awareness18%

ofUK

sportswear

owners

saytheylikeCallaway,compared

to

anindustryaverage

brandpopularity

of26%.15%

ofindustryowners

inthe

United

Kingdomsaythey

own

Callaway,

withtheaverage

ownership

of

abrandat19%.BuzzPopularity38%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of67%.Callaway

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of13%compared

to

14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

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

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=390,

respondents

who

know

the

individual

brand

(popularity),

n=390,

respondents

whoknow

the

individual

brand(ownership),

n=58,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=390,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Callaway

ranks

outside

the

Top

10

in

awareness

within

the

sportswear

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCallawayRank#

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.1Nike97%97%95%92%89%84%83%78%77%76%2adidas31%3Puma4ReebokFila5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Umbro7Under

ArmourJordan69%8Outofallrespondents,

31%

were

aware

of

Callaway.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9New

BalanceChampionAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofCallaway

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCallawayRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike67%65%38%38%36%33%29%24%21%20%18%2adidas3Puma4New

BalanceUnder

ArmourReebokJordanOutofconsumers

who

knew

thebrand,

18%

saidtheyliked

Callaway.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5678Fila82%9ASICSPopularityN/A10Decathlon14

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=390,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Callaway

ranks

ninth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofCallawayRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosportswear,

which

of

the

following

brandsdoyou

owncurrently?”.1Nike15%2adidas57%3Puma27%Outofconsumers

who

knew

thebrand,

15%

saidtheyowned

Callaway.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.4New

BalanceUnder

ArmourReebokJordan27%526%622%719%8Fila16%85%9CallawayDecathlon15%UsageN/A1014%15

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=390,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Callaway

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCallaway’s

consumersRank#

BrandLoyalty

%87%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Nike2adidas83%3New

BalanceUnder

ArmourPuma79%38%478%575%6Jordan75%62%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sportswear,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7hummelDecathlonSpeedo73%873%972%Outofrespondents

whohaveowned

Callaway,38%saidthey

would

purchasethebrandagain.LoyaltyN/A10Reebok70%16

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=58,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Callaway

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCallawayRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidas13%2Nike37%3New

BalanceJordan21%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutCallaway

inthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.418%5Under

ArmourPuma17%615%7CallawayDecathlonReebok13%813%87%912%BuzzN/A10ARENA12%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=390,

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.?

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