Brand KPIs for shoes Sandro Moscoloni in Brazil-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

shoes:

SandroMoscoloni

in

BrazilConsumer

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

SandroMoscoloni’sperformance

inthe

shoe

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,

asofDecember202474%

of

Sandro

Moscoloni

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SandroMoscoloni’s

branding

resonates

more

with?SandroMoscoloni

ranksoutsidethe

Top

10

inGen

Xawareness

withintheshoe

market?SandroMoscoloni

generally

appealstomen

morethan

women?Thepopularity

ratingof

SandroMoscoloni

is18%?SandroMoscoloni

ranksoutsidethe

Top

10

in?Among

SandroMoscoloni

enthusiasts,51%

fallunder

ownershipthe

high-income

category?Interms

of

loyalty,SandroMoscoloni

is

outsidethe?Consumers

want

theirshoe

brandsto

haveTop

10inBrazilauthenticity,reliability,

and

honesty

/trustworthiness?SandroMoscoloni

hasascore

of11%

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

Sandro

Moscoloni

at

74%Brand

profile:

snapshotBrand

performance

of

Sandro

Moscoloni

inBrazil74%24%18%13%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=296,

respondents

who

know

the

individual

brand

(popularity),

n=296,

respondents

who

knowthe

individual

brand

(ownership),

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=296,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sandro

Moscoloni’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSandroMoscoloni

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSandroMoscoloni

islikedby0%

of

Babyboomers

and

32%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

5%

and

26%,

respectively.32%31%28%26%ForMillennials

andGen

Z,

40%

and

28%

feel

positivelytowards

SandroMoscoloni,

versus38%

and31%.

Socurrently,

forSandroMoscoloni,

Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.5%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoshoes,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=53,

Sandro

Moscoloni

enthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Sandro

Moscoloni

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SandroMoscoloni

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%15%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SandroMoscoloni

hasahigherproportion

ofLGBTQIA+45%55%52%48%55%

ofmen

likeSandroMoscolonicompared

to

45%

of

women,

whereasfortheoverall

industry,52%

of

womenown

shoes

compared

to48%

ofmen.90%81%consumers

when

compared

totheindustryusers

ingeneral.15%

ofSandroMoscoloni

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

shoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=53,

Sandro

Moscolonienthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Sandro

Moscoloni

enthusiasts,

51%

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.11%8%Single34%33%33%8%16%CoupleSingleparentNuclear51%

ofSandroMoscoloni

enthusiastsarefrom

high-income

households.SandroMoscoloni’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

53%

ofSandroMoscoloni

enthusiastshavethiscurrent

living

situation.51%4%8%53%34%21%Multi-generational9%8%15%24%ExtendedOther28%0%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

shoes,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=53,

SandroMoscoloni

enthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

shoe

brands

to

have

authenticity,

reliability,

and

honesty

/trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

shoebrandsAuthenticityForshoes,

the

topthree

qualitiesownerswant

fromabrandare

authenticity,reliability,

and

honesty

/trustworthiness.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSandroMoscoloni

owners

alsoappreciate

these

key

attributes,indicating

SandroMoscoloni

exudesthese

qualities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatSandroMoscolonienthusiastsare

least

focused

on

arecleverness

andhigh

value.ReliabilityExclusivitySandroMoscoloni

should

work

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

shoes,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toshoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

toshoes,

which

ofthe

followingbrands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=38,

Sandro

Moscoloni

owners’,

n=53,

Sandro

Moscoloni

enthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Sandro

Moscoloni

fans,

68%

state

that

they

get

excited

about

shoesBrand

profile:

attitudesWhat

doconsumersthink

ofshoesingeneral?68%58%53%51%46%45%44%43%32%30%28%28%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutshoesIliketotalkabouttopicsrelating

toshoesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

shoes

do

youagreewith?”;

Multi

Pick;“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=53,

Sandro

Moscolonienthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Sandro

Moscoloni

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

shoes,

theaverage

awareness

of

abrandinBrazil

is

69%.

Awareness

of

SandroMoscoloni,

however,

isat24%.Awareness18%

ofBrazilian

shoe

owners

saytheylikeSandroMoscoloni,

compared

toanindustryaverage

brandpopularity

of40%.13%

ofindustryowners

inBrazil

say

theyown

SandroMoscoloni,

withtheaverage

ownership

of

abrandat28%.BuzzPopularity74%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of80%.SandroMoscoloni

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=296,

respondents

who

know

the

individual

brand

(popularity),

n=296,

respondents

who

knowthe

individual

brand

(ownership),

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=296,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sandro

Moscoloni

ranks

outside

the

Top

10

in

awareness

within

the

shoemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSandro

MoscoloniRank#

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.1adidas98%98%97%96%89%81%79%71%68%64%24%2Nike3Puma4HavaianasMelissaArezzo5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67VizzanoPiccadillyViaMarteFerracini76%8Outofallrespondents,

24%

were

aware

of

SandroMoscoloni.

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,

asofDecember2024The

popularity

rating

of

Sandro

Moscoloni

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSandro

MoscoloniRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike75%71%66%52%47%42%41%38%36%34%18%2adidas3HavaianasPuma4Outofconsumers

who

knew

thebrand,

18%

saidtheyliked

SandroMoscoloni.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.5VizzanoArezzo67ViaMartePiccadillyMelissaSchutz882%9PopularityN/A1014

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=296,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sandro

Moscoloni

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofSandro

MoscoloniRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

shoes,which

of

the

following

brandsdoyou

own

currently?”.1HavaianasNike13%260%3adidas57%Outofconsumers

who

knew

thebrand,

13%

saidtheyowned

SandroMoscoloni.

Thisranksthem

outsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4VizzanoPuma38%529%6ViaMarteArezzo29%728%8MelissaPiccadillyFerracini28%87%924%UsageN/A1023%15

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=296,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Sandro

Moscoloni

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSandro

Moscoloni’s

consumersRank#

BrandLoyalty

%88%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.1Nike2adidas88%26%3Schutz86%4HavaianasAnacapriMelissaArezzoFerraciniPuma86%583%683%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

shoes,

which

ofthe

following

brandsareyou

likely

to

purchaseagaininthe

future?”.783%74%883%982%Outofrespondents

whohaveowned

SandroMoscoloni,

74%

saidtheywould

purchasethe

brandagain.LoyaltyN/A10Vizzano82%16

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sandro

Moscoloni

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSandro

MoscoloniRank#

BrandBuzz%64%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1HavaianasNike11%262%3adidas61%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutSandroMoscoloni

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Puma33%5Arezzo30%6MelissaVizzanoViaMarteDemocrataSchutz30%724%823%89%921%BuzzN/A1020%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=296,

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