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IndiaAuto
Social Index
August 2013
#indiautosocial
All content copyright Scenario Consulting Pvt. Ltd.
3
ABOUT THE REPORT
The automobile industry is one of the most impacted by social media conversations,
which have a signifi...
most mentioned
brands
blogworks vibrancy
index
buzz vs sales
monitor health on the
web through the brand
dashboards
find o...
5
MOST MENTIONED BRAND
~ With the launch of Nissan Terrano, Nissan emerged as the most mentioned brand in August 2013.
~ R...
6
CONVERSATION MAKER OF THE MONTH - Launch of Hyundai Grand i10 vs. Maruti Suzuki StingRay
~ Maruti Suzuki had launched a ...
LEADERBOARD
07
brand and category leaders
9
LEADERBOARD
Rank
Top-5 Most Mentioned
Nameplates - SUV
1 Nissan Terrano
2 Renault Duster
3 Ford EcoSport
4 Mahindra Scor...
10
LEADERBOARD
Rank
Top-5 Most Mentioned
Nameplates –
Executive Sedan
1 Skoda Octavia
2 Honda Civic
3 Skoda Laura
4 Chevro...
11
LEADERBOARD
Rank
Top-5 Most Mentioned
Nameplates – Premium
Hatchback
1 Volkswagen Beetle
2 BMW 1 Series
3 MINI Cooper
4...
BUZZ
12
most mentioned brands
monthly sentiment by brand
brand vibrancy index
buzz vs sales
Rank in
Aug 2013 (Jul
2013)
BRAND NAME Aug-13 Jul-13
% difference in
volume of
mentions
1 (2)Nissan 15828 16064 -1%
2 (1)T...
16
Rank in
August
2013
Rank in July
2013
Brand name
Score in
August 2013
Score in
July 2013
1 1 Ferrari 1.00 1
1 - Rolls R...
Brand
August
2013
mentions
July 2013
mentions
Volume
difference
August
2013
brand
sentiment
(overall
average) *
July 2013
...
www.blogworks.in
!#$%#'()#'#*+,-.#/0%.#*'123%4#5#63)10$7).#8)7)9%:#%(#'#;*!#=('4.#%(#9%:=34'?%4#
!#$%'()%)*+#,-%)*#.)/#0%1...
20
Nameplates Positive Neutral Negative
Maruti Suzuki WagonR Stingray 51% 27% 22%
Hyundai Grand i10 80% 14% 6%
~ Anticipat...
Hyundai Grand i10 Positive Neutral Negative
Twitter 90% 9% 1%
Forums 40% 32% 29%
Blogs 40% 60% 0%
21
Maruti Suzuki WagonR ...
Hyundai Grand i10 Positive Neutral Negative
Experts 100% 0% 0%
Media/Bloggers/Online Influencers 88% 12% 0%
Owners/Have dr...
CATEGORY
23
top categories:
rank by total mentions
rank by brand vibrancy index (bvi)
August
2013 Rank
July 2013
Rank
Row Labels Aug-13 Jul-13
1 4 SUV 18,710 10,408
2 2 Small Hatchback 12,076 11,381
3 3 Mid-s...
SUV
25
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
category summary - SUV
attributes  senti...
August
2013 Rank
July 2013
Rank
Brand name
BVI score
August 2013 July 2013
1 11
Maruti Suzuki Grand
Vitara
1.00 0.00
1 - T...
27
 ‘Looks/design’ was the most discussed attribute for SUVs, while ‘Ride
experience/performance’ had the largest share of...
60%
35%
66% 67%
52%
24%
33%
30% 33%
18%
17%
31%
4% 0%
30%
0%
20%
40%
60%
80%
100%
Spectators Prospects Media/Bloggers/Onli...
30
21% 16% 17%
40% 44%
17%
40% 40%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TWITTER Forums Blogs
0% 7%
27% 20% 17%
...
SMALL
HATCHBACK
31
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
category summary – small hat...
August
2013 Rank
July 2013
Rank
Brand name
BVI score
August 2013 July 2013
1 3 Chevrolet Spark 1.00 0.44
2 - Hyundai Grand...
33
 Tata Nano continued to contribute the most in terms of volume of
mentions in the small hatchback category. New launche...
60% 53% 50%
0% 0%
22%
24%
40%
67%
0%
18% 23%
10%
33%
0%
Twitter Forums Blogs Mainstream
Media
YouTube
56% 44%
68% 78%
48%
...
36
19% 18% 16%
0%
45% 44%
28%
36% 38%
56%
100%
Twitter Forums Blogs YouTube
24%
100%
46% 31%
52%
48%
100%
0%
40% 44% 45% 3...
MID SIZE
SEDAN
37
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
category summary – mid-size s...
August
2013 Rank
July 2013
Rank
Brand name
Volume
August 2013 July 2013
1 6 Honda Amaze 1,225 531
2 9 Tata Indigo 1,039 37...
39
CATEGORY SUMMARY – MID-SIZE SEDAN
 Though Honda Amaze had highest mentions and was at the 2nd position by
the Blogworks...
64% 67%
57%
100%
0
27% 16% 29%
0%
0
9% 17% 14%
0%
0
Twitter Forums Blogs Mainstream
Media
YouTube
74%
25%
64%
100%
63%
17%...
42
8%
24%
37%
29%
55%
47%
Twitter Forums
0% 0%
31% 23% 8%0%
31%
12%
50%
41%
100%
69% 57%
27%
51%
Bloggers Media/Bloggers/O...
BIG
HATCHBACK
43
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
category summary – big hatchba...
August
2013 Rank
July 2013
Rank Brand name
BVI score
August 2013 July 2013
1 8 Chevrolet Beat 0.50 0.25
2 6 Ford Figo 0.46...
45
CATEGORY SUMMARY – BIG HATCHBACK
 ‘Price’ had maximum mentions under this category and Volkswagen Polo
led this attribu...
57%
35%
50%
0% 0%
23%
36%
25%
0% 0%
20% 29% 25%
0% 0%
Twitter Forums Blogs Mainstream
Media
YouTube
46% 57%
43% 50% 45%
36...
48
10% 15%
0% 0%
19%
45%
71%
41%
100%
Twitter Forums Blogs YouTube
0% 9%
22% 11% 9%
38% 29%
43% 58%
20%
63% 62%
35% 32%
71...
EXECUTIVE
SEDAN
49
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
category summary – executive...
August
2013 Rank
July 2013
Rank
Brand name
BVI Score
August 2013 July 2013
1 3 Chevrolet Cruze 0.83 0.00
2 6 Volkswagen Je...
51
CATEGORY SUMMARY – EXECUTIVE SEDAN
 ‘Looks/design’ contributed to the most mentions and also drew positive
mentions in ...
57%
33%
0% 0% 0%
33%
33%
0% 0% 0%
10%
33%
0% 0% 0%
Twitter Forums Blogs Mainstream
Media
YouTube
58%
0%
50%
0%
50%
42%
100...
25%
75%
50%
50%
40%
40%
20%
100%
60%
40%
50%
38%
13%
54
13% 19%
53% 38%
33%
44%
Twitter Forums
0%
44%
17%
63%
33%
39%
37%
...
MUV/MPV
55
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
category summary – muv/mpv
attribute...
August
2013 Rank
July 2013
Rank
Brand name
BVI Score
August 2013 July 2013
1 4 Tata Sumo 0.42 0.00
2 3 Maruti Suzuki Ertig...
57
CATEGORY SUMMARY – MUV/MPV
~ Maruti Suzuki Ertiga led positive mentions under ‘Customer service’,
‘Engine specification...
50% 49%
0% 0% 0%
30% 30%
0% 0% 0%
20% 21%
0%
100%
0%
Twitter Forums Blogs Mainstream
Media
YouTube
43% 33%
0%
100%
70%
31%...
60
26%
50%
100%
24%
15%
0%
50%
35%
0%
Forums TWITTER Blogs
31% 26%
0%
47%
15% 18% 58%
16%
54% 56%
42% 36%
Media/Bloggers/O...
SPORTS
CARS
61
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
August
2013 Rank
July 2013
Rank
Brand name
BVI Score
August 2013 July 2013
1 17 Nissan 370Z 1.00 -1.00
1 - Ferrari Califor...
LUXURY
SEDAN
63
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
August
2013 Rank
July 2013
Rank
Brand name
BVI Score
August 2013 July 2013
1 10 Mercedes E-Class 1.00 0.86
1 1 BMW 3 Serie...
PREMIUM
HATCHBACK
65
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
August
2013
Rank
July 2013
Rank
Brand name
BVI score
August 2013 July 2013
1 2 Volkswagen Beetle 0.88 0.63
2 1 Mercedes A-...
PREMIUM
SUV
67
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
August
2013
Rank
July 2013
Rank
Brand name
BVI score
August 2013 July 2013
1 2 BMW X6 1.00 0.75
1 5 Audi Q7 1.00 0.33
1 - ...
SUPER LUXURY
SEDAN
69
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
August
2013
Rank
July
2013
Rank
Brand name
Volume
August 2013 July 2013
1 1 Porsche Panamera 1.00 1
1 - Rolls Royce Phanto...
HYBRID/
GREEN
71
top nameplates :
rank by total mentions
rank by bvi (brand vibrancy index)
August
2013 Rank
July 2013
Rank
Brand name
BVI score
August 2013 July 2013
1 - Mahindra Reva 1.00 -
2 - Toyota Camry Hybri...
CHANNELS
73
channels by brand
channels by brand – twitter
channels by brands – forums
channels by brands - blogs
BRAND
DASHBOARD
78
monitor health on the web
through the brand
dashboards
79
Brand name (listed alphabetically) Rank by mentions Rank by BVI
 Aug-13 Jul-13 Aug-13 Jul-13
Audi 4 5 4 8
BMW 17 7 8 7
...
80
Brand Price
Fuel economy/
Mileage
Looks/ design
Engine
Specification/
Power
Ride experience/
performance
Features Custo...
81
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July
2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
82
Attributes Rank in
Aug
2013
(By
volume)*
Rank in
July
2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
83
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July
2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
~ With the drop in the volume of mentions for Ford EcoSport, the overall volume of conversations for the brand
witnessed a...
85
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July 2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
87
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July
2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
88
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July
2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
89
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July
2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
~
~With a 51% decrease in the volume of mentions in August 2013, the brand dropped two positions - to the 8th position in
...
92
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July 2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
93
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July 2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
95
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July 2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
96
Attributes Rank in
Aug 2013
(By
volume)*
Rank in
July
2013
(By
volume)*
Positive
(In Aug
2013)
Neutral
(In Aug
2013)
Ne...
Report Parameters
~ The report currently considers 36 four wheel consumer segment vehicle brands.
~ All publicly available...
Report Parameters
 All 12 categories of cars were considered for the attribute study. A sample of 1154 mentions each
month...
99
We have made all efforts to keep the report error free.
Please do point out any errors that you may notice and
we will ...
THANK YOU
www.blogworks.in
100
All content copyright Scenario Consulting Pvt. Ltd.
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
Blogworks india auto social index   august 2013
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Blogworks india auto social index august 2013

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The automobile industry is one of the most impacted by social media conversations, which have a significant effect on opinion and purchase. Also, given the capital intensive nature of the business, and the criticality of new launches, brand owners are increasingly looking at the social web for marketing and deeper analysis to understand brand and sales impact.

Moving away from the vanity indices, the 'Blogworks IndiaAuto Social Index' aims to correlate social metrics, consumer sentiment and sales data to provide marketers and brand owners with actionable insights.

Through leaderboards that we have created, the report will help auto brands to monitor their performance vis-à-vis their competitors over a period of time. This monthly report will show online movements in brand conversations and impact.

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Transcript of "Blogworks india auto social index august 2013"

  1. 1. IndiaAuto Social Index August 2013 #indiautosocial All content copyright Scenario Consulting Pvt. Ltd.
  2. 2. 3 ABOUT THE REPORT The automobile industry is one of the most impacted by social media conversations, which have a significant effect on opinion and purchase. Also, given the capital intensive nature of the business, and the criticality of new launches, brand owners are increasingly looking at the social web for marketing and deeper analysis to understand brand and sales impact. Moving away from the vanity indices, the 'Blogworks IndiaAuto Social Index' aims to correlate social metrics, consumer sentiment and sales data to provide marketers and brand owners with actionable insights. Through leaderboards that we have created, the report will help auto brands to monitor their performance vis-à-vis their competitors over a period of time. This monthly report will show online movements in brand conversations and impact.
  3. 3. most mentioned brands blogworks vibrancy index buzz vs sales monitor health on the web through the brand dashboards find out which brand generated the most conversations channels and channel behaviour monitor attributes and nameplates by categories INDEX BUZZ 12 BRAND DASHBOARD 78 CONVERSATION MAKER 19 CHANNELS 73 CATEGORY 23 LEADERBOARD 07 brand and category leaders
  4. 4. 5 MOST MENTIONED BRAND ~ With the launch of Nissan Terrano, Nissan emerged as the most mentioned brand in August 2013. ~ Rolls-Royce witnessed a 47% jump in volume of mentions because of the launch of Rolls-Royce Wraith. ~ The top gainer by rank was Volkswagen, mainly due to the launch of Volkswagen Cross Polo. It climbed up to the 7th position in August 2013 from the 17th position in July 2013. MONTHLY SENTIMENT BY BRAND ~ Nissan: Nissan Terrano’s launch contributed to huge buzz in August 2013. The hashtag #TerranoBlockbusterShowcase was initiated by @Nissan_India which gathered 11,332 mentions. Positive mentions under Nissan were around the facelifted Nissan Micra, while negative mentions were around the Nissan Terrano. People expressed disappointment as the vehicle looks very similar to the Renault Duster. ~ Tata Motors: For Tata Motors, most of the negative mentions were around the Tata Nano, by people who did not relate with the concept of ‘Awesomeness’ associated with Tata Nano. BRAND VIBRANCY INDEX (BVI) Rolls-Royce emerged as the most vibrant brand. Ferrari also stayed consistent at the no.1 position by the Brand Vibrancy Index. BUZZ V/S SALES The section shows social metrics, consumer sentiment and sales data. EXECUTIVE SUMMARY
  5. 5. 6 CONVERSATION MAKER OF THE MONTH - Launch of Hyundai Grand i10 vs. Maruti Suzuki StingRay ~ Maruti Suzuki had launched a sportier avatar of the WagonR called the WagonR Stingray on 21 August 2013. Hyundai launched its new compact car Grand i10 on 3 September 2013. Consumers now have two more options to choose from in the small hatchback category, at approximately the same price. ~ Similar to the Maruti Suzuki WagonR Stingray, Hyundai Grand i10 also had mentions and reviews from Experts and Media/Bloggers/Online Influencers re-shared by Spectators and Prospects. ~ However, unlike the Stingray, there were more Spectators and Prospects who shared their own opinions on ‘Looks/Design’ and ‘Features’. TOP CATEGORY ~ By total mentions, SUVs emerged as the most talked-about category with the launch of Nissan Terrano. ~ By Brand Vibrancy Index, Sports cars continued to be the most vibrant category in August 2013. CHANNEL BEHAVIOUR BY CATEGORY An in-depth look into which channels the conversations are taking place on, and how we can categorise the participants according to whether they are Spectators, Owners, Experts, Prospects, Media, Online Influencers or Bloggers. EXECUTIVE SUMMARY
  6. 6. LEADERBOARD 07 brand and category leaders
  7. 7. 9 LEADERBOARD Rank Top-5 Most Mentioned Nameplates - SUV 1 Nissan Terrano 2 Renault Duster 3 Ford EcoSport 4 Mahindra Scorpio 5 Mahindra XUV 500 Rank Top-5 Most Vibrant Nameplates - SUV 1 Maruti Suzuki Grand Vitara 2 Tata Safari 3 Nissan X-Trail 4 Honda CR-V 5 Volkswagen Touareg Rank Top-5 Most Mentioned Nameplates – Small Hatchback 1 Tata Nano 2 Hyundai Grand i10 3 Maruti Suzuki WagonR Stingray 4 Maruti Suzuki Alto 5 Hyundai EON Rank Top-5 Most Vibrant Nameplates – Small Hatchback 1 Cheverolet Spark 2 Hyundai Grand i10 3 Maruti Suzuki WagonR 4 Maruti Suzuki A-Star 5 Hyundai EON Rank Top-5 Most Mentioned Nameplates – Mid size Sedan 1 Honda Amaze 2 Tata Indigo 3 Ford Fiesta 4 Fiat Linea 5 Volkswagen Vento Rank Top-5 Most Mentioned Nameplates – Big Hatchback 1 Volkswagen Polo 2 Fiat Grand Punto 3 Tata Vista 4 Maruti Suzuki Swift 5 Ford Figo Rank Top-5 Most Vibrant Nameplates – Mid size sedan 1 Hyundai Accent 2 Honda Amaze 3 Maruti Suzuki SX4 4 Renault Scala 5 Fiat Linea Rank Top-5 Most Vibrant Nameplates – Big Hatchback 1 Cheverolet Beat 2 Ford Figo 3 Volkswagen Polo 4 Nissan Micra 5 Tata Vista SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK
  8. 8. 10 LEADERBOARD Rank Top-5 Most Mentioned Nameplates – Executive Sedan 1 Skoda Octavia 2 Honda Civic 3 Skoda Laura 4 Chevrolet Cruze 5 Toyota Corolla Altis Rank Top-5 Most Mentioned Nameplates – MUV / MPV 1 Toyota Innova 2 Tata Sumo Gold 3 Maruti Suzuki Ertiga 4 Chevrolet Tavera 5 Mahindra Bolero Rank Top-5 Most Mentioned Nameplates – Sports Cars 1 Porsche 911 2 Audi R8 3 Lamborghini Gallardo 4 Lamborghini Aventador 5 Bugatti Veyron Rank Top-5 Most Mentioned Nameplates – Luxury Sedan 1 Skoda Superb 2 Toyota Camry 3 Volkswagen Passat 4 BMW GT 5 Audi A4 Rank Top-5 Most Vibrant Nameplates – Executive Sedan 1 Chevrolet Cruze 2 Volkswagen Jetta 3 Toyota Corolla Altis 4 Hyundai Elantra 5 Skoda Laura Rank Top-5 Most Vibrant Nameplates – MUV / MPV 1 Tata Sumo 2 Maruti Suzuki Ertiga 3 Toyota Innova 4 Mahindra Bolero 5 Maruti Suzuki Eeco Rank Top-5 Most Vibrant Nameplates – Sports Cars 1 Nissan 370Z 1 Ferrari California 1 Audi R8 1 Audi TT 1 Mercedes SLS-Class Rank Top-5 Most Vibrant Nameplates – Luxury Sedan 1 Mercedes E-class 1 BMW 3 Series 1 Skoda Superb 1 Audi A6 1 Honda Accord EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN
  9. 9. 11 LEADERBOARD Rank Top-5 Most Mentioned Nameplates – Premium Hatchback 1 Volkswagen Beetle 2 BMW 1 Series 3 MINI Cooper 4 Mercedes A-Class Rank Top-5 Most Mentioned Nameplates – Premium SUV 1 Audi Q3 2 Mercedes GL-Class 3 Land Rover Range Rover 4 BMW X5 5 Toyota Land Cruiser Rank Top-5 Most Mentioned Nameplates – Super Luxury Sedan 1 BMW M 2 Audi A8 3 Mercedes S-class 4 Bentley Continental GT 5 Jaguar XJ Rank Top-5 Most Mentioned Nameplates – Hybrid / Green 1 Toyota Camry Hybrid 2 Toyota Prius 3 BMW i3 4 Mahindra Reva Rank Top-5 Most Vibrant Nameplates – Premium Hatchback 1 Volkswagen Beetle 2 Mercedes A-Class 3 BMW 1 Series Rank Top-5 Most Vibrant Nameplates – Premium SUV 1 BMW X6 1 Audi Q7 1 Audi Q5 4 Audi Q3 5 Toyota Land Cruiser Rank Top-5 Most Vibrant – Super Luxury Sedan 1 Porsche Panamera 1 Rolls Royce Phantom 1 Rolls Royce Ghost 1 BMW 7 Series 1 BMW M Rank Top-5 Most Vibrant Nameplates – Hybrid / Green 1 Mahindra Reva 2 Toyota Camry Hybrid 3 BMW i3 4 Toyota Prius PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN
  10. 10. BUZZ 12 most mentioned brands monthly sentiment by brand brand vibrancy index buzz vs sales
  11. 11. Rank in Aug 2013 (Jul 2013) BRAND NAME Aug-13 Jul-13 % difference in volume of mentions 1 (2)Nissan 15828 16064 -1% 2 (1)Tata Motors 14103 18392 -23% 3 (7)Toyota 12029 8977 34% 4 (5)Audi 10651 10769 -1% 5 (3)Ford 9070 13063 -31% 6 (4)Maruti Suzuki 7437 12824 -42% 7 (15)Volkswagen 5545 4195 32% 8 (6)Mercedes-Benz 5255 10621 -51% 9 (10)Ferrari 4982 7360 -32% 10 (16)Hyundai 4222 3734 13% 11 (9)Fiat 3574 7361 -51% 12 (14)Honda 2989 4264 -30% 13 (12)Renault 2954 4284 -31% 14 (17)Skoda 2641 3218 -18% 15 (13)Mahindra 2423 4267 -43% 16 (19)Porsche 1810 2841 -36% 17 (8)BMW 1727 8108 -79% 18 (24)Rolls-Royce 1513 1028 47% 19 (11)Chevrolet 1304 5459 -76% 20 (18)Jaguar 1249 3102 -60% 21 (23)Lamborghini 719 1036 -31% 22 (21)Bentley 703 1374 -49% 23 (20)Mitsubishi 604 1485 -59% 24 (25)Land Rover 560 989 -43% 25 (22)Bugatti 532 1182 -55% 26 (29)MINI 312 412 -24% 27 (28)Aston Martin 303 753 -60% 28 (26)Volvo 300 940 -68% 29 (30)SsangYong Motor 257 288 -11% 30 (27)Force motors 252 844 -70% 31 (33)Maybach 82 56 46% 32 (32)Maserati 32 89 -64% 33 (31)Hindustan Motors 26 240 -89% 34 (35)Premier 15 22 -32% 35 (-)San 2 - - 36 (-)ICML 1 - - 13 MOST MENTIONED BRANDS By % change in volume of mentions BRAND NAME % difference from previous month Top gainer Rolls-Royce +47% Top loser Hindustan Motors -89% By rank BRAND NAME Difference in rank Top gainer Volkswagen +8 Top loser BMW -9
  12. 12. 16 Rank in August 2013 Rank in July 2013 Brand name Score in August 2013 Score in July 2013 1 1 Ferrari 1.00 1 1 - Rolls Royce 1.00 - 3 5 Porsche 0.81 0.82 4 8 Audi 0.76 0.64 5 18 Hyundai 0.60 0 6 9 Honda 0.54 0.6 7 6 Toyota 0.51 0.81 8 7 BMW 0.49 0.64 9 12 Volkswagen 0.42 0.33 10 2 Mercedes-Benz 0.39 0.88 11 11 Fiat 0.39 0.44 12 21 Chevrolet 0.35 -0.29 13 15 Nissan 0.35 0.29 14 14 Tata Motors 0.34 0.33 15 18 Skoda 0.32 0 16 10 Ford 0.26 0.49 17 17 Maruti Suzuki 0.22 0.22 18 - Mahindra Mahindra 0.13 - 19 20 Renault 0.09 -0.18 Note - Aston Martin, Bentley, Bugatti, Force Motors, Hindustan Motors, ICML, Jaguar, Lamborghini, Land Rover, Mini, Maserati, Maybach, Mitsubishi, Premier, San, Ssangyong Motor, Volve were outliers in August 2013. BRAND VIBRANCY INDEX (BVI) or SOCIAL SENTIMENT SCORE Inspired by the Net Promoter Score, Brand Vibrancy Index = (% of positive mentions) – (% of negative mentions) ~ The launch of Wraith , the most powerful car from Rolls- Royce, was the most significant contributor to positive mentions. ~ Mercedes-Benz saw the highest drop by Brand Vibrancy Index in August 2013. This can be attributed to lesser mentions of 1-Series in August 2013 as compared to July. ~ Chevrolet Spark becoming a hit in the US led to the brand’s increase in rank by the Blogworks Brand Vibrancy Index. ~ Anticipation for the September launch of the Grand i10 contributed to an increase in the overall volume for Hyundai. The leak of the car’s brochure led to conversations around its technical specifications, variants, colours, etc. These mentions were positive leading to a jump both in terms of volume and by the BVI in August 2013.
  13. 13. Brand August 2013 mentions July 2013 mentions Volume difference August 2013 brand sentiment (overall average) * July 2013 brand sentiment (overall average) * Sentiment difference August 2013 Sales July 2013 Sales Sales difference Nissan 15,828 16,064 -1% 2.3 2.3 0% 2,494 1225 104% Tata Motors 14,103 18,392 -23% 2.2 2.3 -4% 11,564 10824 7% Toyota 12,029 8,977 34% 2.3 2.8 -18% 12,007 11515 4% Ford 9,070 13,063 -31% 2.6 2.5 4% 8,008 7867 2% Maruti Suzuki 7,437 12,824 -42% 2.5 2.2 14% 76,018 75145 1% Volkswagen 5,545 4,195 32% 2.5 2.3 9% 4,805 4739 1% Hyundai 4,222 3,734 13% 2.4 2.0 20% 28,311 25965 9% Fiat 3,574 7,361 -51% 2.4 2.4 0% 1,003 928 8% Honda 2,989 4,264 -30% 2.1 2.6 -19% 8,913 11222 -21% Renault 2,954 4,284 -31% 2.8 1.8 56% 3,733 3763 -1% Skoda 2,641 3,218 -18% 2.3 2.0 15% 1,374 1560 -12% Mahindra 2,423 4,267 -43% 2.1 2.3 -9% 15,821 15530 2% Chevrolet 1,304 5,459 -76% 2.5 1.7 47% 6,676 6503 3% Mitsubishi 604 1,485 -59% 2.4 2.8 -14% 173 153 13% 17 * 1 = Negative, 2 = Neutral, 3= Positive Note - The sales figures were obtained from the respective brand’s monthly sales press releases. BUZZ, SENTIMENT AND SALES COMPARISON FOR 14 BRANDS WHOSE SALES DATA WAS AVAILABLE
  14. 14. www.blogworks.in !#$%#'()#'#*+,-.#/0%.#*'123%4#5#63)10$7).#8)7)9%:#%(#'#;*!#=('4.#%(#9%:=34'?%4# !#$%'()%)*+#,-%)*#.)/#0%12#34%)(#56!78%)*#@377#2)7A#$%## )B)7%A#'#C%D0%D:'(E)0#10('0)C$F# # INSIGHTS TO PROVOCATIONS 82)#0()#%#()1)'(92# G(3B)4#=$#A(A%1)#'4#:)'434C.#;7%C@%(E1#2)7A1#C7%='7#=('41#'4#%(C'431'?%41#10('0)C39'77$#7)B)('C)#1%93'7#:)3'#0%#('@#3413C201.#)4C'C)#10'E)2%7)(1#34#9%4B)(1'?%41.#=37# 9%::43?)1.#'4#9%D9()'0)#%(#=134)11#3:A'90F## !#$%#'()#E))4#0%#)HA7%()#2%@# @)#9'4#A(%B3)#$%#@302#(392# 3413C201#'4#0('417'0)#02):#340%# 10('0)C39#340)(B)4?%41.#@(30)#0%# 1#'0#3413C201I=7%C@%(E1F34#%(# 9'77#1#'0#JKL#KKLMMNONNM# P)#2)7A#$%#4)(10'4Q# P2%#31#0'7E34CR## !4S)49)(1.#(3)41#'4# )0('90%(1### P2'0#'()#02)$#0'7E34C#'=%0R# T)7)B'40#02):)1# U:)(C34C#1)4?:)40# VAA%(043?)1#W#,(31)1# P2)4#'()#02)$#0'7E34CR# 0'C)1#34#02)#A(92'1)#44)7# P2)()#'()#02)#0'7E34CR# ,2'44)71#(3B34C#9%4B)(1'?%41## X1)(#=)2'B3%(#%4#02)1)# 92'44)71#
  15. 15. 20 Nameplates Positive Neutral Negative Maruti Suzuki WagonR Stingray 51% 27% 22% Hyundai Grand i10 80% 14% 6% ~ Anticipation for the September launch of the Grand i10 led to high mentions. The brochure leak of the car led to conversations around its technical specifications, variants, colours, etc. These mentions were mostly positive. ~ There was anticipation towards the launch of the Maruti Suzuki WagonR Stingray as Maruti was giving its long successful workhorse a makeover. As the nameplate was launched, conversations around it generated mixed sentiment, a lot of which were focused on the ‘Looks/design’ of the car. SENTIMENT MARUTI SUZUKI WAGONR STINGRAY VS. HYUNDAI GRAND i10 ~ Maruti Suzuki had launched a sportier avatar of the WagonR called the WagonR Stingray on 21 August 2013. Hyundai launched its new compact car Grand i10 on 3 September 2013. ~ Consumers now have two new options to choose from under the small hatchback category at approximately the same price in the auto market. ~ Presented below is an analysis of the social media mentions on the two nameplates - Maruti Suzuki WagonR Stingray and Hyundai Grand i10, based on a sample study.
  16. 16. Hyundai Grand i10 Positive Neutral Negative Twitter 90% 9% 1% Forums 40% 32% 29% Blogs 40% 60% 0% 21 Maruti Suzuki WagonR Stingray Positive Neutral Negative Twitter 47% 28% 25% Forums 64% 21% 14% Blogs 67% 33% 0% Note: Publicly available data with the region filter ‘India’ reflected very less volume of mentions on Facebook. Hence we did not consider Facebook data. All sentiment were considered on the sample size of 244 mentions. SENTIMENT BY CHANNELS AND ATTRIBUTES MARUTI SUZUKI WAGONR STINGRAY VS. HYUNDAI GRAND i10 Hyundai Grand i10 Positive Neutral Negative Customer service 33% 33% 33% Engine specification/power 50% 36% 14% Features 81% 12% 7% Fuel economy/mileage 89% 9% 2% Looks/design 84% 13% 3% Overall experience 73% 18% 9% Price 0% 83% 17% Ride experience/performance 100% 0% 0% Maruti Suzuki WagonR Stingray Positive Neutral Negative Customer service 57% 43% 0% Engine specification/power 37% 58% 5% Features 81% 15% 4% Fuel economy/mileage 0% 0% 0% Looks/design 47% 12% 41% Overall experience 50% 50% 0% Price 47% 47% 5% Ride experience/performance 75% 25% 0% ~ Keen conversations were observed around the ‘Looks/ design’ of the car. Two of the most distinguishable attributes that were most talked about were its boxy design and its all-new front featuring a slim and sleek chrome-finished grille. The sentiment around both were mixed. ~ Hyundai Grand i10 generated mostly positive sentiment under the ‘Fuel economy/mileage’ attribute – its 24 kmpl mileage was appreciated by reviewers. Also, the leaked product specification brochure ended up contributing to the overall buzz for the vehicle.
  17. 17. Hyundai Grand i10 Positive Neutral Negative Experts 100% 0% 0% Media/Bloggers/Online Influencers 88% 12% 0% Owners/Have driven the vehicle 88% 12% 0% Prospects 50% 13% 38% Spectators 75% 18% 7% 22 Maruti Suzuki WagonR Stingray Positive Neutral Negative Experts 78% 22% 0% Media/Bloggers/Online Influencers 83% 17% 0% Owners/Have driven the vehicle 55% 45% 0% Prospects 50% 50% 0% Spectators 37% 22% 41% SENTIMENT MARUTI SUZUKI WAGONR STINGRAY VS. HYUNDAI GRAND i10 ~ The nameplate was mentioned the most by Enthusiasts. However, it is interesting to note that most of these mentions were re-shares of reviews by Experts and on media platforms. ~ Similar to the Maruti Suzuki WagonR Stingray, Hyundai Grand i10 also had mentions and reviews from Experts and Media/Bloggers/Online Influencers re-shared by Spectators and Prospects. ~ However, unlike the Stingray, there were more Spectators and Prospects who shared their own opinions on ‘Looks/design’ and ‘Features’.
  18. 18. CATEGORY 23 top categories: rank by total mentions rank by brand vibrancy index (bvi)
  19. 19. August 2013 Rank July 2013 Rank Row Labels Aug-13 Jul-13 1 4 SUV 18,710 10,408 2 2 Small Hatchback 12,076 11,381 3 3 Mid-size Sedan 7,482 10,716 4 1 Big Hatchback 7,246 11,504 5 9 Premium SUV 4,849 1,612 6 6 MUV/MPV 2,938 3,821 7 5 Sports Car 2,549 3,839 8 11 Executive Sedan 2,395 1,329 9 10 Hybrid/Green 1,615 1,397 10 8 Luxury Sedan 1,426 1,846 11 7 Super Luxury Sedan 1,424 2,468 12 9 Premium Hatchback 995 1,509 August 2013 Rank July 2013 Rank Row Labels Aug-13 13-Jul 1 1Sports Cars 0.96 0.84 2 3Super Luxury Sedan 0.74 0.71 3 4Premium Hatchback 0.69 0.64 4 2Luxury Sedan 0.60 0.79 5 6Hybrid/Green 0.58 0.5 6 6Premium SUV 0.55 0.5 7 5Mid-size Sedan 0.53 0.53 8 11Small Hatchback 0.39 0.18 9 10Executive Sedan 0.33 0.2 10 12MUV/MPV 0.25 -0.03 11 8Big Hatchback 0.22 0.47 12 9SUV 0.15 0.27 24 Rank by total mentions Rank by BVI Top Gainer :'77#2'092='9E# Top Loser ;3C#2'092='9E.#XY# Top Gainer Z():3:#XY# Top Loser Super Luxury Sedan TOP CATEGORIES ~ Nissan Terrano’s launch contributed to a jump in mentions and buzz under the SUV category, making it the most mentioned category this month. ~ Audi R8 contributed to the increase in positive mentions in the Sports cars category, due to which it remained the most vibrant category in August 2013.
  20. 20. SUV 25 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary - SUV attributes sentiment channel behaviour author type
  21. 21. August 2013 Rank July 2013 Rank Brand name BVI score August 2013 July 2013 1 11 Maruti Suzuki Grand Vitara 1.00 0.00 1 - Tata Safari 1.00 - 1 - Nissan X-Trail 1.00 - 1 1 Honda CR-V 1.00 1.00 1 - Volkswagen Touareg 1.00 - 1 6 Mahindra Thar 1.00 0.50 1 5 Maruti Suzuki Gypsy 1.00 0.91 8 6 Toyota Fortuner 0.71 0.50 9 1 Ford Endeavour 0.67 1.00 10 1 Cheverolet Captiva 0.50 1.00 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 - Nissan Terrano 12,297 - 2 3 Renault Duster 1,692 1418 3 1 Ford EcoSport 1,255 2768 4 4 Mahindra Scorpio 832 964 5 5 Mahindra XUV 500 592 834 6 8 Skoda Yeti 416 117 7 7 Toyota Fortuner 332 327 8 6 Force motors One 252 495 9 11 Ford Endeavour 145 71 10 2 Tata Aria 126 2075 Top Gainer Skoda Yeti, Ford Endeavour Top Loser Tata Aria Rank by total mentions Top Gainer +'(?#[E3#-('4#Y30'('# Top Loser ,2)B)(%7)0#,'A?B'# Rank by BVI ~ The hashtag #TerranoBlockbusterShowcase initiated by @Nissan_India gathered 11,332 mentions. Nissan Terrano was also compared to Renault in terms of its looks. This comparison resulted in Renault Duster moving to the 2nd position by volume of mentions. ~ Positive comments for Maruti Suzuki Grand Vitara were about its ‘Looks /design’. People found the vehicle attractive. 26 TOP NAMEPLATES BY CATEGORY SUV
  22. 22. 27 ‘Looks/design’ was the most discussed attribute for SUVs, while ‘Ride experience/performance’ had the largest share of positive sentiment. ‘Customer service’ continued to be an attribute generating most negative sentiment for SUVs. Mahindra XUV500 had the maximum share of positive sentiment under this attribute. Mahindra XUV500 also had a lot of people mentioning it positively for its ‘Price’. The most talked about SUV in August 2013, Nissan Terrano, received mixed responses - while ‘Features’ were appreciated, ‘Looks/design’ had the maximum share of negative sentiment. Mentions of Ford EcoSport dipped this month since its launch in June 2013. However contrary to July 2013, more positive mentions were generated this month around the ‘Looks/design’ and ‘Price’ of the vehicle. Nissan Terrano was compared with Renault Duster in terms of its ‘Looks/ design’. CATEGORY SUMMARY SUV
  23. 23. 60% 35% 66% 67% 52% 24% 33% 30% 33% 18% 17% 31% 4% 0% 30% 0% 20% 40% 60% 80% 100% Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven the vehicle 29 CHANNEL BEHAVIOUR – SUV - AUGUST 54% 21% 17% 26% 32% 67% 20% 47% 17% Twitter Forums Blogs YouTube 51% 50% 50% 100% 57% 25% 0% 20% 0% 0% 33% 0% 32% 0% 36% 0% 14% 38% 0% 30% 100% 33% 17% 50% 14% 0% 29% 38% 100% 50% 0% 33% Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Twitter Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Forum Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Blogs Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle YouTube Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle
  24. 24. 30 21% 16% 17% 40% 44% 17% 40% 40% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TWITTER Forums Blogs 0% 7% 27% 20% 17% 100% 50% 21% 50% 46% 0% 43% 52% 30% 37% Experts Media/Bloggers/Online InfluencersOwners/have driven the vehicle Prospects Spectators Twitter BlogsForums CHANNEL BEHAVIOUR – SUV - JULY Owners and Prospects continue to be vocal on forums – primarily because of active interest in the vehicles in this category, which either they had newly bought or planned to buy. While 57% of the Spectators used Twitter as a medium, 41% took to forums to discuss. 100% 13% 75% 13% 59% 13% 28% 100% 35% 46% 19% 38% 36% 26% 38% 38% 25% 40% 48% 12% 83% 17% 33% 17% 50% Neutral Positive Neutral Negative Positive Neutral Negative Neutral Positive Neutral Negative Positive Neutral Negative Positive Neutral Negative Positive Neutral Negative Positive Neutral Positive Neutral Negative Expe rt Media/ Bloggers/ Online Influencers Owner/have driventhe vehicle Pros pectSpectator Owner/have driventhe vehicleProspectSpectator Media/ Bloggers/ Online Influence rsSpectator TWITTERForumsBlogsTwitter Experts Media/Bloggers/Online influencers Owners/have driven the vehicle Prospects Spectators Forums Owners/have driven the vehicle Prospects Spectators Blogs Media/Bloggers/Online Influencers Spectators
  25. 25. SMALL HATCHBACK 31 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – small hatchback attributes sentiment channel behaviour by author type
  26. 26. August 2013 Rank July 2013 Rank Brand name BVI score August 2013 July 2013 1 3 Chevrolet Spark 1.00 0.44 2 - Hyundai Grand i10 0.68 - 3 4 Maruti Suzuki WagonR 0.58 0.4 4 9 Maruti Suzuki A-Star 0.50 0.11 5 6 Hyundai EON 0.43 0.33 6 12 Hyundai Santro Xing 0.40 -0.14 7 2 Hyundai i10 0.38 0.5 8 8 Tata Nano 0.37 0.16 9 - Maruti Suzuki WagonR Stingray 0.23 - 10 1 Honda Brio 0.00 0.71 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 1 Tata Nano 6,697 5,101 2 - Hyundai Grand i10 1,214 - 3 - Maruti Suzuki WagonR Stingray 1,106 - 4 2 Maruti Suzuki Alto 974 2,315 5 6 Hyundai EON 362 485 6 5 Maruti Suzuki WagonR 302 500 7 8 Hyundai i10 284 249 8 10 Hyundai Santro Xing 262 203 9 7 Honda Brio 225 443 10 - Maruti Suzuki Alto K10 214 - Top Gainer Hyundai Santro Xing Top Loser Honda Brio, Maruti Suzuki Alto Rank by total mentions Top Gainer Hyundai Santro Xing Top Loser Honda Brio Rank by BVI ~ Tata Nano continued to be the most mentioned nameplate in August 2013 because of the ‘Awesomeness’ campaign. Though the total volume saw a increase in August 2013, it remained at the 8th position by the BVI score in the small hatchback category, largely because many people spoke negatively about the campaign. People were skeptical about the positioning of Nano from a ‘poor man’s car’ to ‘Awesomeness’ with a focus on youth as the target audience, and whether this would help Tata to improve the sales of Nano or not. ~ Mentions around the launch of ‘Hyundai Grand i10’ and ‘Maruti Suzuki WagonR Stingray’ helped these two nameplates to feature in to the top 10 list by mentions. 32 TOP NAMEPLATES BY CATEGORY SMALL HATCHBACK
  27. 27. 33 Tata Nano continued to contribute the most in terms of volume of mentions in the small hatchback category. New launches of Hyundai Grand i10 and Maruti Suzuki WagonR StingRay also contributed to the buzz under this category. ‘Features’ continued to gather most positive mentions under this category. Tata Nano was leading with highest number of positive mentions under ‘Features’. Nano offering exterior colour-coordinated speaker bezel, bluetooth, USB and auxiliary-in connectivity were appreciated. Another highly anticipated vehicle was Maruti Suzuki StingRay, which was launched in August 2013. ‘Looks/design’ received mixed responses. Its box design and the front grill were the two most talked about features in ‘Looks/design’. The vehicle was mentioned the most by Enthusiasts. However, it is interesting to notice that most of these mentions were re- share of reviews by Experts and on media platforms. CATEGORY SUMMARY – SMALL HATCHBACK
  28. 28. 60% 53% 50% 0% 0% 22% 24% 40% 67% 0% 18% 23% 10% 33% 0% Twitter Forums Blogs Mainstream Media YouTube 56% 44% 68% 78% 48% 21% 33% 31% 22% 20% 24% 22% 1% 0% 32% 0% 20% 40% 60% 80% 100% Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven the vehicle 35 CHANNEL BEHAVIOUR – SMALL HATCHBACK - AUGUST 58% 55% 69% 83% 29% 49% 29% 100% 73% 0% 0% 50% 67% 33% 18% 45% 30% 17% 29% 31% 14% 0% 9% 50% 100% 25% 33% 67% 24% 0% 2% 0% 43% 20% 57% 0% 18% 50% 0% 25% 0% 0% Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Twitter Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Forum Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Mainstream media Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Blogs Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle YouTube Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle
  29. 29. 36 19% 18% 16% 0% 45% 44% 28% 36% 38% 56% 100% Twitter Forums Blogs YouTube 24% 100% 46% 31% 52% 48% 100% 0% 40% 44% 45% 34% Experts Media/Bloggers/Online Influencers Owners/have driven the vehicle Prospects Spectators Media The category saw participation from all types of authors. Spectators and Owners ruled the volume of mentions – primarily around the ‘Features’ and the ‘Overall experience’ of the vehicles from the category – especially Tata Nano and Maruti Suzuki Alto. 62% Owners and 48% Prospects used forums to voice their views. CHANNEL BEHAVIOUR – SMALL HATCHBACK - JULY 27% 40% 25% 60% 17% 100% 25% 53% 22% 63% 26% 12% 24% 71% 6% 33% 45% 23% 34% 36% 30% 69% 31% 35% 54% 10% 67% 33% 100% 40% 20% 40% 100% Twitter Experts Media/Bloggers/Online Influencers Owner/have driven the vehicle Prospects Spectators Forums Owners/have driven the vehicle Prospects Spectators Blogs Media/Bloggers/Online Influencers Owners/have driven the vehicle Spectators YouTube Owners/have driven the vehicle
  30. 30. MID SIZE SEDAN 37 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – mid-size sedan attributes sentiment channel behaviour author type
  31. 31. August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 6 Honda Amaze 1,225 531 2 9 Tata Indigo 1,039 372 3 3 Ford Fiesta 854 256 4 2 Fiat Linea 845 919 5 8 Volkswagen Vento 608 515 6 3 Honda City 541 856 7 17 Renault Scala 498 70 8 9 Maruti Suzuki Swift Dzire 346 372 9 4 Maruti Suzuki SX4 337 573 10 11 Tata Manza 273 233 August 2013 Rank July 2013 Rank Brand name BVI score August 2013 July 2013 1 11 Hyundai Accent 1.00 0.14 2 4 Honda Amaze 0.91 0.88 3 12 Maruti Suzuki SX4 0.83 0.00 4 12 Renault Scala 0.75 0.00 5 3 Fiat Linea 0.72 0.90 6 18 Hyundai Verna 0.60 -0.60 6 12 Tata Manza 0.60 0.00 8 2 Toyota Etios 0.50 0.92 9 10 Honda City 0.46 0.00 10 8 Tata Indigo 0.36 0.22 38 Top Gainer Renault Scala Top Loser Maruti Suzuki SX4 Top Gainer Hyundai Verna Top Loser Toyota Etios ~ News of Honda Amaze selling 6515 units in July 2013 and thereby registering highest sales, contributed to the increase in mentions in August 2013. ~ Some people mentioned Amaze negatively for having post sales service related issues. However, positive sentiment continued to dominate in August 2013 around the vehicle’s mileage, comfort and features. These positive mentions were due to an activity by @HondaCarIndia with the hashtag ‘#AmazesMeOnTheRoad’. ~ Hyundai Accent’s low maintenance cost contributed to positive mentions, which resulted in the vehicle’s jump to the 1st position by BVI ~ Positive conversations around the looks and power of the Hyundai Verna resulted in a jump by BVI to the 6th position in August 2013. TOP NAMEPLATES BY CATEGORY MID-SIZE SEDAN Rank by total mentions Rank by BVI
  32. 32. 39 CATEGORY SUMMARY – MID-SIZE SEDAN Though Honda Amaze had highest mentions and was at the 2nd position by the Blogworks Brand Vibrancy Index in August 2013, people talked less about its attributes. It was featured in only five attributes out of seven in top-5 brands by attributes, as shown in next slide. ‘Looks/design’, ‘Features’ and ‘Price’ were the three top most mentioned attributes in this category. Fiat Linea had highest mentions under ‘Looks/ design’ and ‘Price’. While ‘Looks/design’ were mentioned positively, ‘Price’ had negative mentions with an opinion that the vehicle is not value for money. Tata Indigo had the highest positive mentions under ‘Features’ while Honda Amaze was appreciated the most for its ‘Fuel economy/mileage’.
  33. 33. 64% 67% 57% 100% 0 27% 16% 29% 0% 0 9% 17% 14% 0% 0 Twitter Forums Blogs Mainstream Media YouTube 74% 25% 64% 100% 63% 17% 42% 29% 0% 13% 9% 33% 7% 0% 25% 0% 20% 40% 60% 80% 100% Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven the vehicle 41 CHANNEL BEHAVIOUR – MID-SIZE SEDAN - AUGUST 73% 25% 50% 100% 40% 74% 25% 65% 100% 100% 57% 23% 75% 50% 0% 0% 14% 25% 18% 0% 0% 29% 3% 0% 0% 0% 60% 12% 50% 18% 0% 0% 14% Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Twitter Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Forum Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Mainstream media Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Blogs Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle YouTube Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle
  34. 34. 42 8% 24% 37% 29% 55% 47% Twitter Forums 0% 0% 31% 23% 8%0% 31% 12% 50% 41% 100% 69% 57% 27% 51% Bloggers Media/Bloggers/Online Influencers Owners/have driven the vehicle Prospects Spectators CHANNEL BEHAVIOUR – MID-SIZE SEDAN - JULY 38% 5% 21% 100% 68% 32% 70% 7% 23% 29% 43% 29% 52% 41% 7% 100% 48% 16% 36% 25% 58% 17% 50% 36% 14% Twitter Bloggers Media/Bloggers/Online Influencers Owners/have driven the vehicl5e Prospect Spectator Forums Media/Bloggers/Online Influencers Owner/have driven the vehicle Prospect Spectator
  35. 35. BIG HATCHBACK 43 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – big hatchback attributes sentiment channel behaviour author type
  36. 36. August 2013 Rank July 2013 Rank Brand name BVI score August 2013 July 2013 1 8 Chevrolet Beat 0.50 0.25 2 6 Ford Figo 0.46 0.39 3 7 Volkswagen Polo 0.42 0.38 4 5 Nissan Micra 0.40 0.39 5 1 Tata Vista 0.28 0.95 6 9 Maruti Suzuki Ritz 0.19 0.00 7 4 Maruti Suzuki Swift 0.13 0.45 8 17 Fiat Grand Punto 0.06 -0.10 9 2 Honda Jazz 0.00 0.92 9 9 Toyota Etios Liva 0.00 0.00 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 8 Volkswagen Polo 1,385 550 2 4 Fiat Grand Punto 1,017 1,190 3 3 Tata Vista 988 256 4 3 Maruti Suzuki Swift 765 1,263 5 5 Ford Figo 734 1,131 6 6 Maruti Suzuki Ritz 601 709 7 2 Nissan Micra 530 1,754 8 9 Tata Indica 450 385 9 10 Hyundai i20 223 217 10 6 Honda Jazz 142 709 44 Top Gainer Volkswagen Polo Top Loser Nissan Micra Top Gainer Fiat Grand Punto Top Loser Honda Jazz TOP NAMEPLATES BY CATEGORY BIG HATCHBACK Rank by total mentions Rank by BVI ~ Launch of Volkswagen Cross Polo contributed to the jump in rank by mentions - 1st in August 2013 from 8th in July 2013. It also contributed to the increase in rank by Brand Vibrancy Index. People appreciated the Volkswagen Cross Polo for its looks. ~ ‘Looks/design’ of the facelifted Chevrolet Beat was mentioned positively by people. The vehicle did not generate any negative sentiment in August 2013. ~ Launch of Fiat Grand Punto sports resulted in the vehicle climbing up by the Brand Vibrancy Index from the 17th position in July 2013 to the 8th position in August 2013.
  37. 37. 45 CATEGORY SUMMARY – BIG HATCHBACK ‘Price’ had maximum mentions under this category and Volkswagen Polo led this attribute. Price of the front emblem/logo was one of the areas of concern. People mentioned that the logo is stolen easily in major cities and a replacement costs INR 2,000, which is a concern. Cross Polo was mentioned as a value for money vehicle for the features it provides. ‘Features’ was the second most mentioned attribute. Fiat Punto led the mentions with people trying to customise their vehicle. We have seen that the Fiat Punto is the vehicle that sees the most conversations with respect to customisation. ‘Looks/Design’ was led by Volkswagen Polo with positive mentions around the Cross Polo for its sporty look.
  38. 38. 57% 35% 50% 0% 0% 23% 36% 25% 0% 0% 20% 29% 25% 0% 0% Twitter Forums Blogs Mainstream Media YouTube 46% 57% 43% 50% 45% 36% 14% 29% 50% 21% 17% 29% 29% 0% 34% 0% 20% 40% 60% 80% 100% Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven the vehicle 47 CHANNEL BEHAVIOUR – BIG HATCHBACK - AUGUST 47% 67% 33% 50% 77% 46% 0% 23% 100% 100% 100% 50% 0% 32% 0% 33% 50% 9% 40% 100% 30% 0% 0% 0% 50% 0% 21% 33% 33% 0% 14% 14% 0% 47% 0% 0% 0% 0% 100% Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Twitter Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Forum Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Mainstream media Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Blogs Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle YouTube Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle
  39. 39. 48 10% 15% 0% 0% 19% 45% 71% 41% 100% Twitter Forums Blogs YouTube 0% 9% 22% 11% 9% 38% 29% 43% 58% 20% 63% 62% 35% 32% 71% Experts Media/Bloggers/Online Influencers Owners/have driven the vehicle Prospects Spectators CHANNEL BEHAVIOUR – BIG HATCHBACK - JULY 100% 26% 23% 18% 36% A large number of Owners and Prospects are talking about vehicles in this category. 61% 30% 9% 14% 57% 29% 29% 71% 78% 13% 9% 39% 41% 20% 33% 50% 17% 44% 48% 8% 63% 38% 63% 38% 100% Twitter Media/Bloggers/Online Influencers Owners/have driven the vehicle Prospects Spectators Forums Owners/have driven the vehicle Prospects Spectators Blogs Experts Spectators YouTube Media/Bloggers/Online Influencers
  40. 40. EXECUTIVE SEDAN 49 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – executive sedan attributes sentiment channel behaviour author type
  41. 41. August 2013 Rank July 2013 Rank Brand name BVI Score August 2013 July 2013 1 3 Chevrolet Cruze 0.83 0.00 2 6 Volkswagen Jetta 0.67 -1.00 3 1 Toyota Corolla Altis 0.50 0.75 4 3 Hyundai Elantra 0.33 0.00 5 6 Skoda Laura 0.17 -1.00 6 3 Renault Fluence 0.00 0.00 7 2 Honda Civic -0.14 0.57 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 - Skoda Octavia 857 - 2 1 Honda Civic 354 425 3 3 Skoda Laura 323 256 4 2 Chevrolet Cruze 279 261 5 3 Toyota Corolla Altis 198 220 6 7 Volkswagen Jetta 186 67 7 5 Hyundai Elantra 166 110 8 6 Renault Fluence 32 93 Top Gainer Volkswagen Jetta Top Loser Chevrolet Cruze, Toyota Corolla Altis, Hyundai Elantra, Renault Fluence Top Gainer Volkswagen Jetta Top Loser Honda Civic 50 TOP NAMEPLATES BY CATEGORY EXECUTIVE SEDAN Rank by total mentions Rank by BVI ~ The relaunch of Skoda Octavia generated buzz in August 2013 in this category. Experts and auto media shared reviews of the vehicle which were widely re-shared by people on Twitter. ~ Positive mentions around ‘Ride experience’ and ‘Features’ like alloy wheels contributed to positive mentions for Chevrolet Cruze in August 2013. ~ ‘Customer Service’ has contributed to the maximum negative sentiment for Honda Civic. This resulted in the vehicle’s drop to the 7th position by the Brand Vibrancy Index in August 2013.
  42. 42. 51 CATEGORY SUMMARY – EXECUTIVE SEDAN ‘Looks/design’ contributed to the most mentions and also drew positive mentions in this category. The most positive mentions under this attribute were contributed by Hyundai Elantra. ‘Price’ was the second most talked about attribute in Executive sedans. Fluence was considered an expensive vehicle while discounts on Volkswagen Jetta contributed to positive mentions in this category. Honda Civic had highest negative mentions under ‘Customer service’ for its delayed turn-around time.
  43. 43. 57% 33% 0% 0% 0% 33% 33% 0% 0% 0% 10% 33% 0% 0% 0% Twitter Forums Blogs Mainstream Media YouTube 58% 0% 50% 0% 50% 42% 100% 50% 100% 14% 0% 0% 0% 0% 36% 0% 20% 40% 60% 80% 100% Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven the vehicle 53 CHANNEL BEHAVIOUR – EXECUTIVE SEDAN - AUGUST 63% 0% 50% 0% 67% 50% 20% 38% 100% 50% 100% 11% 50% 20% 0% 0% 0% 0% 22% 0% 60% Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Twitter Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Forum Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Mainstream media Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Blogs Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle YouTube Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle
  44. 44. 25% 75% 50% 50% 40% 40% 20% 100% 60% 40% 50% 38% 13% 54 13% 19% 53% 38% 33% 44% Twitter Forums 0% 44% 17% 63% 33% 39% 37% 22% 44% Media/Bloggers/Online Influencers Owners/have driven the vehicle Spectators CHANNEL BEHAVIOUR– EXECUTIVE SEDAN - JULY Twitter Media/Bloggers/Online Influencers Owner/have driven the vehicle Spectator Forums Media/Bloggers/Online Influencers Owner/have driven the vehicle Spectator Owners and those who have driven the cars have talked about the cars in this segment, more negatively than positively. The share of 44% negative mentions were around ‘Customer service’.
  45. 45. MUV/MPV 55 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – muv/mpv attributes sentiment channel behaviour author type
  46. 46. August 2013 Rank July 2013 Rank Brand name BVI Score August 2013 July 2013 1 4 Tata Sumo 0.42 0.00 2 3 Maruti Suzuki Ertiga 0.36 0.33 3 2 Toyota Innova 0.35 0.57 4 1 Mahindra Bolero 0.33 0.75 5 - Maruti Suzuki Eeco 0.00 - 5 4 Mahindra Quanto 0.00 0.00 7 4 Mahindra Xylo -0.50 0.00 8 8 Cheverolet Tavera -1.00 -1.00 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 2 Toyota Innova 1,206 886 2 3 Tata Sumo Gold 629 738 3 3 Maruti Suzuki Ertiga 496 256 4 1 Chevrolet Tavera 191 908 5 5 Mahindra Bolero 123 239 6 6 Nissan Evalia 118 206 7 8 Mahindra Xylo 96 82 8 7 Mahindra Quanto 27 83 8 9 Maruti Suzuki Eeco 27 38 10 10 Premier Rio 13 16 56 ~ Conversations around the Toyota Innova’s facelifted images and price leak ahead of its launch in Indonesia resulted in the vehicle’s moving to the 1st position by mentions in August 2013. ~ Tata Sumo jumped to the 1st position in August 2013 from the 4th position in July 2013 by the Brand Vibrancy Index. ‘Overall experience’ gathered most positive mentions for the vehicle. This was also the attribute that gathered the highest positive mentions across all nameplates in this category. Top Gainer Toyota Innova, Tata Sumo Gold, Mahindra Xylo, Maruti Suzuki Eeco Top Loser Chevrolet Tavera Top Gainer Tata Sumo Top Loser Mahindra Bolero, Mahindra Xylo Rank by total mentions Rank by BVI TOP NAMEPLATES BY CATEGORY MUV/MPV
  47. 47. 57 CATEGORY SUMMARY – MUV/MPV ~ Maruti Suzuki Ertiga led positive mentions under ‘Customer service’, ‘Engine specification / power’ and ‘Fuel economy / mileage’ in August 2013. There were no negative mentions of the vehicle under any of these attributes. ~ The new Toyota Innova not only contributed the highest mentions but also generated the most number of positive conversations under ‘Looks/ design’. ~ After Twitter, the second largest number of mentions of vehicles under this category happened on Forums.
  48. 48. 50% 49% 0% 0% 0% 30% 30% 0% 0% 0% 20% 21% 0% 100% 0% Twitter Forums Blogs Mainstream Media YouTube 43% 33% 0% 100% 70% 31% 67% 0% 0% 10% 25% 0% 0% 0% 20% 0% 20% 40% 60% 80% 100% Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven the vehicle 59 CHANNEL BEHAVIOUR – MUV/MPV - AUGUST 47% 0% 100% 67% 43% 50% 83% 0% 0% 27% 100% 0% 33% 34% 50% 0% 0% 0% 27% 0% 0% 0% 23% 0% 17% 100% 100% Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Prospects Experts Spectators Media/Bloggers/Online influencers Owners/Have driven vehicle Twitter Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Forum Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Mainstream media Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle Blogs Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle YouTube Spectators Prospects Media/Bloggers/Online influencers Experts Owners/Have driven vehicle
  49. 49. 60 26% 50% 100% 24% 15% 0% 50% 35% 0% Forums TWITTER Blogs 31% 26% 0% 47% 15% 18% 58% 16% 54% 56% 42% 36% Media/Bloggers/Online Influencers Owners/have driven the vehicle Prospects Spectators CHANNEL BEHAVIOUR – MUV/MPV - JULY 21% 19% 38% 33% 50% 54% 19% 27% 42% 58% 49% 20% 32% 54% 15% 31% 100% 28% 15% 57% 100% Forums Owners/have driven the vehicle Prospects Spectators TWITTER Media/Bloggers/Online Influencers Owners/have driven the vehicle Blogs Spectator
  50. 50. SPORTS CARS 61 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  51. 51. August 2013 Rank July 2013 Rank Brand name BVI Score August 2013 July 2013 1 17 Nissan 370Z 1.00 -1.00 1 - Ferrari California 1.00 - 1 1 Audi R8 1.00 1.00 1 1 Audi TT 1.00 1.00 1 1 Mercedes SLS-Class 1.00 1.00 1 1 BMW Z4 1.00 1.00 1 1 Porsche Cayman 1.00 1.00 1 1 Ferrari 458 Italia 1.00 1.00 1 1 Ferrari 599 1.00 1.00 10 10 Porsche 911 0.88 0.80 62 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 5 Porsche 911 376 271 2 25 Audi R8 360 6 3 3 Lamborghini Gallardo 338 256 4 3 Lamborghini Aventador 272 544 5 2 Bugatti Veyron 249 632 6 1 Jaguar F-Type 203 895 7 14 Lamborghini Veneno 99 38 8 6 Porsche Cayman 84 176 9 8 BMW Z4 79 78 10 7 Ferrari 458 Italia 73 107 Top Gainer Audi R8 Top Loser Jaguar F-Type Top Gainer Nissan 370Z Top Loser - TOP NAMEPLATES BY CATEGORY SPORTS CARS Rank by total mentions Rank by BVI ~ A Facebook initiative for Porsche’s Facebook fans where people helped Porsche design a special version of Porsche 911 Carrera resulted in a jump from the 5th position in July to the top most position in August by total mentions. ~ Audi R8 V10 Plus was mentioned with respect to its similarity to the Audi R8 in terms of looks, but was considered better in terms of features. This led to an increase in mentions of Audi R8. ~ News about the new Nissan 370Z being launched in India at the end of 2013 generated positive mentions for the brand.
  52. 52. LUXURY SEDAN 63 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  53. 53. August 2013 Rank July 2013 Rank Brand name BVI Score August 2013 July 2013 1 10 Mercedes E-Class 1.00 0.86 1 1 BMW 3 Series 1.00 1.00 1 12 Skoda Superb 1.00 0.68 1 1 Audi A6 1.00 1.00 1 11 Honda Accord 1.00 0.71 6 1 Toyota Camry 0.86 1.00 7 1 Audi A4 0.50 1.00 8 1 Volkswagen Passat 0.33 1.00 8 1 BMW GT 0.33 1.00 10 1 Mercedes C-Class 0.00 1.00 10 13 Hyundai Sonata 0.00 -1.00 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 2 Skoda Superb 208 285 2 5 Toyota Camry 155 127 3 3 Volkswagen Passat 153 256 4 3 BMW GT 137 195 5 7 Audi A4 109 98 6 1 Mercedes E-Class 102 436 7 4 Honda Accord 97 182 8 8 BMW 3 Series 90 76 9 10 Mercedes C-Class 79 57 10 9 Audi A6 77 72 64 Top Gainer Toyota Camry Top Loser Mercedes E-class Top Gainer Skoda Superb Top Loser Mercedes C-Class TOP NAMEPLATES BY CATEGORY LUXURY SEDAN Rank by total mentions Rank by BVI ~ #Superb contest contributed to the volume of mentions in August, 2013. This contest promoted the Skoda Superb, where people were asked to share moments when they had achieved their ambition. ~ Positive reviews of Mercedes E-Class appreciating the Twin Exhaust, engine variety, and ‘Looks/ design’ of the car. This helped the nameplate jump to the top position by the Brand Vibrancy Index. ~ Mentions of Audi A4 and A6 having discounts available to the tune of INR 5 lakhs also contributed majorly to the overall volume of mentions.
  54. 54. PREMIUM HATCHBACK 65 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  55. 55. August 2013 Rank July 2013 Rank Brand name BVI score August 2013 July 2013 1 2 Volkswagen Beetle 0.88 0.63 2 1 Mercedes A-Class 0.67 1 3 3 BMW 1 Series 0.40 0.5 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 1 Volkswagen Beetle 369 387 2 2 BMW 1 Series 298 327 3 3 MINI Cooper 175 256 4 4 Mercedes A-Class 153 156 66 Top Gainer - Top Loser - Top Gainer Volkswagen Beetle Top Loser Mercedes A-Class TOP NAMEPLATES BY CATEGORY PREMIUM HATCHBACK Rank by total mentions Rank by BVI ~ The mentions in August 2013 were mostly around BMW X1 offering a heavy discount, which was to be sold for INR 24.99 lakhs, ahead of the September launch of the BMW 1 Series.
  56. 56. PREMIUM SUV 67 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  57. 57. August 2013 Rank July 2013 Rank Brand name BVI score August 2013 July 2013 1 2 BMW X6 1.00 0.75 1 5 Audi Q7 1.00 0.33 1 - Audi Q5 1.00 - 4 6 Audi Q3 0.72 0 5 1 Toyota Land Cruiser 0.71 1 6 3 Porsche Cayenne 0.60 0.5 7 6 BMW X5 0.57 0 8 3 BMW X1 0.33 0.5 9 - Mercedes GL-Class 0.09 - 10 6 BMW X3 -0.33 0 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 8 Audi Q3 558 68 2 - Mercedes GL-Class 237 - 3 1 Land Rover Range Rover 211 827 4 6 BMW X5 168 93 5 9 Toyota Land Cruiser 141 51 5 5 BMW X1 141 102 7 2 Porsche Cayenne 106 146 8 3 Audi Q7 100 131 9 6 Land Rover Range Rover Evoque 74 93 10 - Land Rover Freelander 62 - 68 Top Gainer Audi Q3 Top Loser Porsche Cayenne, Audi Q7 Top Gainer Audi Q7 Top Loser BMW X1 TOP NAMEPLATES BY CATEGORY PREMIUM SUV Rank by total mentions Rank by BVI ~ The positive mentions were around the hashtag #AudiQ3S which was used to launch the car online in India, and contributed to the jump in rank in terms of volume and Brand Vibrancy Index for the nameplate. ~ High mentions were also around Mercedes-Benz rolling out the new GL-Class from the Pune plant, making India the only market to roll out the model outside the company’s primary SUV plant in USA.
  58. 58. SUPER LUXURY SEDAN 69 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  59. 59. August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 1 Porsche Panamera 1.00 1 1 - Rolls Royce Phantom 1.00 - 1 - Rolls Royce Ghost 1.00 - 1 - BMW 7 Series 1.00 - 1 6 BMW M 1.00 0.71 6 5 Mercedes S-Class 0.50 0.8 7 8 Audi A8 0.25 0.29 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 3 BMW M 322 376 2 2 Audi A8 227 457 3 4 Mercedes S-class 135 326 4 5 Bentley Continental GT 120 122 5 6 Jaguar XJ 85 120 6 7 Jaguar XF 82 85 7 8 Rolls-Royce Phantom 80 73 8 10 Jaguar XK 60 58 9 14 BMW 7 Series 43 29 10 15 Bentley Mulsanne 42 14 70 Top Gainer BMW Z series, Bentley Mulsanne Top Loser - Top Gainer BMW M Top Loser Mercedes S-Class TOP NAMEPLATES BY CATEGORY SUPER LUXURY SEDAN Rank by total mentions Rank by BVI ~ News of the launch of BMW M4 at Pabble beach resulted in the jump in rank of BMW M not only by mentions, but also by the Brand Vibrancy Index. ~ Audi released the first set of official pictures along with specs of its new 2014 A8 luxury saloon which will debut at the upcoming Frankfurt Motor Show. This drew mentions for the nameplate in August 2013. While Audi A8 maintained its position in terms of rank by volume, it dropped one position by the Brand Vibrancy Index.
  60. 60. HYBRID/ GREEN 71 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  61. 61. August 2013 Rank July 2013 Rank Brand name BVI score August 2013 July 2013 1 - Mahindra Reva 1.00 - 2 - Toyota Camry Hybrid 0.59 - 3 1 BMW i3 0.50 0.53 4 2 Toyota Prius 0.45 0.33 August 2013 Rank July 2013 Rank Brand name Volume August 2013 July 2013 1 - Toyota Camry Hybrid 747 - 2 2 Toyota Prius 569 205 3 1 BMW i3 207 1117 4 3 Mahindra Reva 92 26 Top Gainer - Top Loser BMW i3 Top Gainer - Top Loser BMW i3, Toyota Priyus 72 TOP NAMEPLATES BY CATEGORY HYBRID/GREEN Rank by total mentions Rank by BVI ~ Launch announcement of Toyota Camry Hybrid at Frankfurt Motor Show contributed to a large number of mentions around it under this category. ~ News of Mahindra Reva launching the more powerful Reva e2o was the reason for it being at the 1st position by the Blogworks Brand Vibrancy Index in August 2013.
  62. 62. CHANNELS 73 channels by brand channels by brand – twitter channels by brands – forums channels by brands - blogs
  63. 63. BRAND DASHBOARD 78 monitor health on the web through the brand dashboards
  64. 64. 79 Brand name (listed alphabetically) Rank by mentions Rank by BVI Aug-13 Jul-13 Aug-13 Jul-13 Audi 4 5 4 8 BMW 17 7 8 7 Fiat 11 9 11 11 Ford 5 3 16 10 Honda 12 14 6 9 Hyundai 10 16 5 18 Jaguar 20 18 - 4 Mahindra 15 13 18 16 Maruti Suzuki 6 4 17 17 Mercedes-Benz 8 6 10 2 Nissan 1 2 13 15 Skoda 14 17 15 18 SsangYong Motor 29 28 D# ## Tata Motors 2 1 14 14 Toyota 3 8 7 6 Volkswagen 7 15 9 12 Note - - Aston Martin, Bentley, Bugatti, Force Motors, Hindustan Motors, Lamborghini, Land Rover, Mini, Rolls-Royce, SsangYong Motors and Volvo have been excluded because extremely low volume of mentions RANK OF BRANDS
  65. 65. 80 Brand Price Fuel economy/ Mileage Looks/ design Engine Specification/ Power Ride experience/ performance Features Customer Service Audi # L]# LL# LN# LN# LN# LO# BMW L^# L^# LN# # L^# LN# LL# Fiat ]# ]# O# ]# O# N# N# Ford _# _# _# `# # `# ^# Honda ]# O# _# N# ^# O# N# Hyundai `# N# O# O# LM# O# # Jaguar LN# LO# LL# LM# LN# LM# LL# Mahindra `# ]# ]# O# O# O# O# Maruti Suzuki L# L# ^# L# L# L# L# Mercedes-Benz L`# L`# L# L`# ^^# L# L# Nissan ^# K# N# ^# N# N# `# Skoda N# O# N# N# O# N# O# SsangYong Motor _# _# K# `# _# `# ]# Tata Motors ]# `# L# N# ^# ^# O# Toyota O# ]# ]# # ]# _# K# Volkswagen N# LN# K# ]# ]# # N# Note - - Aston Martin, Bentley, Bugatti, Force Motors, Hindustan Motors, Lamborghini, Land Rover, Mini, Rolls-Royce, SsangYong Motors and Volvo have been excluded because extremely low volume of mentions RANK OF BRANDS BY ATTRIBUTES
  66. 66. 81 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 8 10 64% 36% 0% Fuel economy/ Mileage 15 21 100% 0% 0% Looks/ design 11 14 81% 10% 10% Engine Specification/ Power 13 13 67% 33% 0% Ride experience/ performance 13 3 89% 11% 0% Features 13 13 73% 27% 0% Customer Service 14 16 - - - Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Audi A4 4 4 90% 10% 0% Audi A6 6 5 43% 43% 14% Audi A7 10 9 67% 0% 33% Audi A8 3 2 100% 0% 0% Audi Q3 1 6 100% 0% 0% Audi Q5 8 8 0% 100% 0% Audi Q7 5 3 100% 0% 0% Audi R8 2 10 0% 0% 0% Audi RS5 9 1 0% 0% 0% Audi TT 7 7 100% 0% 0% By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 4 5 5 8 Volume / BVI 10,651 10,769 0.76 0.64 ~ The brand moved up to the 4th position in August 2013 from the 5th position in July, in terms of volume of mentions. Additionally, an increase in positive conversations around the brand also contributed to a jump in rank by the Brand Vibrancy Index to the 5th position in August 2013 from the 8th position last month. The positive mentions were around the hashtags #AudiQ3S which was used to launch the car online in India, and #AudiClubIndia which was used to launch the Audi club. Audi showcasing the Audi Autumn Collection 2014 in association with FDCI also contributed to mentions. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  67. 67. 82 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 12 11 33% 67% 0% Fuel economy/ Mileage 12 16 0% 100% 0% Looks/ design 13 16 85% 8% 8% Engine Specification/ Power 8 20 33% 50% 17% Ride experience/ performance 12 6 83% 17% 0% Features 13 17 83% 17% 0% Customer Service 11 13 0% 0% 100% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) BMW 1 Series 1 3 59% 35% 6% BMW 3 Series 7 9 71% 29% 0% BMW 5 Series 8 10 50% 50% 0% BMW 6 Series 13 13 100% 0% 0% BMW 7 Series 10 12 75% 25% 0% BMW GT 6 4 50% 50% 0% BMW i3 3 1 - - - BMW M 2 2 100% 0% 0% BMW X1 5 6 100% 0% 0% BMW X3 11 11 100% 0% 0% BMW X5 4 7 - - - BMW X6 12 5 - - - BMW Z4 9 8 - - - By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 17 8 8 7 Volume / BVI 1,727 8,108 0.49 0.64 ~ Total mentions of BMW decreased in August 2013 by 79%, BMW dropped to the 17th position in August from the 8th position in July in terms of the total volume of mentions. The high mentions in July 2013 had been around BMW unveiling the BMW i3 and BMW M5 Nighthawk. ~ The mentions in August 2013 were mostly around BMW X1 offering a heavy discount – it was to be sold for INR 24.99 lakhs, ahead of the September launch of BMW 1 Series; and BMW X5 EDrive upcoming unveiling of new specifications at the Frankfurt Motor Show. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  68. 68. 83 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 5 14 33% 33% 33% Fuel economy/ Mileage 5 6 50% 50% 0% Looks/ design 4 7 86% 14% 0% Engine Specification/ Power 5 6 36% 27% 36% Ride experience/ performance 4 5 57% 7% 36% Features 3 6 73% 18% 9% Customer Service 3 2 13% 50% 38% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Fiat Grand Punto 1 1 25% 45% 30% Fiat Linea 2 2 90% 10% 0% ~ With 51% decrease in mentions since June 2013, Fiat lost two positions in terms of rank by volume and was at the 11th position in August 2013. ~ The mentions in August 2013 were mostly around the launch of the new 2013 Punto Sport’s limited edition and testing of the facelifted version of Fiat Linea starting in India. ~ The brand continued to drive negative mentions under ‘Customer service’. By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 11 9 11 11 Volume / BVI 3,574 7,361 0.39 0.44 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  69. 69. ~ With the drop in the volume of mentions for Ford EcoSport, the overall volume of conversations for the brand witnessed a decline. It was observed that there has been growing discontent among people about the booking of the EcoSport for its late delivery issues which led people to cancel the bookings midway. Looks/ design’ and ‘Ride experience/ Performance’ continued to generate positive mentions for Ford EcoSport. ~ The mentions in August 2013 were around the upcoming launch in 2014 of the Ford Fiesta facelifted version ,and Ford Figo crossing the milestone of 3 lakh units in just 3 years of launch. These mentions contributed to the positive sentiment for the brand. 84 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 7 3 30% 55% 15% Fuel economy/ Mileage 7 4 75% 25% 0% Looks/ design 7 4 54% 29% 18% Engine Specification/ Power 6 3 46% 46% 8% Ride experience/ performance 8 3 100% 0% 0% Features 6 4 42% 42% 17% Customer Service 2 4 0% 0% 100% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Ford Classic 5 4 57% 33% 10% Ford EcoSport 1 1 50% 39% 11% Ford Endeavour 5 5 71% 29% 0% Ford Fiesta 3 3 67% 33% 0% Ford Figo 4 2 100% 0% 0% By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 5 3 16 10 Volume / BVI 9,070 13,063 0.26 0.49 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  70. 70. 85 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 5 7 33% 67% 0% Fuel economy/ Mileage 4 7 75% 13% 13% Looks/ design 7 6 83% 9% 9% Engine Specification/ Power 3 5 69% 31% 0% Ride experience/ performance 2 4 94% 0% 6% Features 4 8 64% 18% 18% Customer Service 3 7 13% 25% 63% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Honda Accord 6 6 15% 69% 15% Honda Amaze 1 3 92% 8% 0% Honda Brio 5 4 88% 13% 0% Honda City 3 1 57% 43% 0% Honda Civic 4 5 71% 29% 0% Honda CR-V 8 7 75% 25% 0% Honda Jazz 6 2 100% 0% 0% ~ The overall volume of Honda had been decreasing since June 2013. Despite the lower volume of mentions, the brand jumped 2 positions in rank by volume and was at the 12th position in August 2013. ~ Hashtags such as #Amazesmeontheroad, #DrivetoDiscover4 and #DieselRevolution on Twitter not only increased the positive volume for Honda Amaze but also positive mentions for the brand. Honda Amaze celebrating 30,000 units sale also contributed to the increase in positive mentions which led to a jump in rank to the 6th position from the 9th position by the Blogworks Brand Vibrancy Index. By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 12 14 6 9 Volume / BVI 2,989 4,264 0.54 0.60 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  71. 71. 87 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 13 15 - - - Fuel economy/ Mileage 14 28 - - - Looks/ design 11 18 100% 0% 0% Engine Specification/ Power 10 16 100% 0% 0% Ride experience/ performance 13 15 100% 0% 0% Features 10 16 - - - Customer Service 11 20 - - - Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Jaguar F-Type 1 1 93% 0% 7% Jaguar XF 2 3 50% 50% 0% Jaguar XJ 4 2 100% 0% 0% Jaguar XK 5 4 100% 0% 0% ~ The overall volume of mentions dropped by 60% in August 2013 as compared to July 2013. This led to a drop in rank by volume. Also due to low volume of mentions, Jaguar has been excluded from the Brand Vibrancy Index. ~ Conversations around Jaguar F-Type Coupe’s world debut in early 2014 contributed primarily to the overall volume of mentions. By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 20 18 Outlier 4 Volume / BVI 1,249 3,102 NA 0.83 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  72. 72. 88 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 6 6 50% 50% 0% Fuel economy/ Mileage 5 12 30% 10% 60% Looks/ design 5 8 60% 20% 20% Engine Specification/ Power 4 7 83% 17% 0% Ride experience/ performance 4 6 17% 33% 50% Features 4 5 18% 9% 73% Customer Service 4 6 50% 50% 0% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Mahindra Bolero 3 4 57% 14% 29% Mahindra Quanto 8 6 33% 33% 33% Mahindra Reva 6 9 89% 11% 0% Mahindra Scorpio 1 1 41% 0% 59% Mahindra Thar 5 5 100% 0% 0% Mahindra Verito Vibe 7 8 0% 0% 100% Mahindra XUV 500 2 3 0% 50% 50% Mahindra Xylo 4 2 57% 14% 29% ~ Mentions of Mahindra had already seen a drop in volume in the last two months, and decreased further in August 2013. ~ The volume in August 2013 were mostly around the mentions of Mahindra Scorpio overtaking Renault Duster in the previous month’s sales, Mahindra XUV 500 bringing out an improved version of the car, and drivers on the Mahindra Scorpio leading in the endurance category at the 5th Maruti Suzuki Dakshin Dare Rally. ~ Positive mentions continued to be driven by ‘Looks/design’ of the cars. It was observed that compared to July 2013, the ‘Engine specification/power’ had higher positive mentions. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 15 13 18 16 Volume / BVI 2,423 4,267 0.13 0.26 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  73. 73. 89 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 1 1 41% 56% 3% Fuel economy/ Mileage 1 1 14% 71% 14% Looks/ design 2 1 47% 21% 32% Engine Specification/ Power 1 1 37% 57% 7% Ride experience/ performance 1 2 78% 22% 0% Features 1 2 69% 19% 13% Customer Service 1 1 25% 42% 33% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Maruti Suzuki Alto 2 1 26% 38% 36% Maruti Suzuki Alto K10 9 10 0% 71% 29% Maruti Suzuki A-Star 11 9 50% 50% 0% Maruti Suzuki Eeco 16 12 0% 100% 0% Maruti Suzuki Ertiga 5 4 50% 37% 13% Maruti Suzuki Grand Vitara 13 13 100% 0% 0% Maruti Suzuki Gypsy 15 6 100% 0% 0% Maruti Suzuki Kizashi 14 14 0% 0% 100% Maruti Suzuki Ritz 4 3 38% 44% 18% Maruti Suzuki Swift 3 2 45% 24% 30% Maruti Suzuki Swift Dzire 7 8 46% 38% 15% Maruti Suzuki SX4 6 5 75% 25% 0% Maruti Suzuki WagonR 8 7 69% 24% 7% Maruti Suzuki WagonR Stingray 1 - 51% 27% 22% Maruti Suzuki XA Alpha 12 - 0% 0% 0% Maruti Suzuki Zen Estilo 10 11 25% 0% 75% By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 6 4 17 17 Volume / BVI 7,437 12,824 0.22 0.22 ~A 42% decrease in the volume of mentions led to a dip in rank by volume. ~The mentions in August 2013 were primarily around the launch of WagonR Stingray. There are mixed reviews for the car with people being of the opinion that though the new car has many valuable additions, some of them seem to be a recessive extension of the old WagonR. Mentions were also around the launch of Maruti Alto 800 Vxi with airbags. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  74. 74. ~ ~With a 51% decrease in the volume of mentions in August 2013, the brand dropped two positions - to the 8th position in August 2013. Additionally, positive mentions declined around the brand which led to decline of 8 positions by the Brand Vibrancy Index as well. ~Mentions in August 2013 were mostly around the news that Mercedes-Benz has regained its market leadership in the luxury cars segment in India in July. This was powered mainly by the demand of its ‘Dream Car’ models – the two door SLK CLS and AMG range of models. High mentions were also around Mercedes-Benz rolling out its new GL-Class from Pune plant, making India the only market to roll out the model outside the company’s primary SUV plant in USA. 90 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 16 13 0% 100% 0% Fuel economy/ Mileage 16 27 - - - Looks/ design 18 13 86% 0% 14% Engine Specification/ Power 16 14 100% 0% 0% Ride experience/ performance 22 11 - - - Features 18 12 100% 0% 0% Customer Service 18 18 - - - Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Mercedes A-Class 2 3 67% 33% 0% Mercedes C-Class 5 5 0% 100% 0% Mercedes CLA- Class 9 9 0% 0% 0% Mercedes E-class 4 1 100% 0% 0% Mercedes GL-Class 1 7 9% 91% 0% Mercedes M-Class 9 6 0% 0% 0% Mercedes R-Class 7 7 0% 0% 0% Mercedes S-Class 3 2 78% 0% 22% Mercedes SL-Class 8 9 0% 0% 0% Mercedes SLK- Class 11 11 0% 0% 0% Mercedes SLS- Class 6 4 100% 0% 0% By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 8 6 10 2 Volume / BVI 5,255 10,621 0.39 0.88 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  75. 75. 92 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 3 9 20% 40% 40% Fuel economy/ Mileage 4 18 0% 100% 0% Looks/ design 3 9 71% 14% 14% Engine Specification/ Power 3 10 50% 25% 25% Ride experience/ performance 4 12 - - - Features 3 9 57% 29% 14% Customer Service 4 10 0% 17% 83% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Skoda Fabia 6 3 17% 17% 67% Skoda Laura 3 4 43% 14% 43% Skoda Octavia 1 - 100% 0% 0% Skoda Rapid 5 1 67% 11% 22% Skoda Superb 4 2 100% 0% 0% Skoda Yeti 2 5 32% 58% 11% ~ Despite the decrease in total volume of mentions in August 2013 as compared to July 2013, Skoda gained a position in rank by volume, and was at the 14th position in August 2013. It is interesting to note that Skoda climbed up the chart across all the attributes in August 2013 as compared to July 2013. ~ The #Superb contest and Skoda re-launching Octavia contributed to the volume of mentions in August 2013. By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 14 17 15 18 Volume / BVI 2,641 3,218 0.32 0.00 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  76. 76. 93 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 7 23 - - - Fuel economy/ Mileage 7 - - - - Looks/ design 9 27 100% 0% 0% Engine Specification/ Power 6 27 100% 0% 0% Ride experience/ performance 7 32 100% 0% 0% Features 6 29 100% 0% 0% Customer Service 5 14 - - - Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) SsangYong Rexton - - 100% 0% 0% ~ SsnagYong Motors was at the 28th position in terms of volume of mentions in July 2013. It dropped to the 29th position in August 2013. ~ There were mentions of the Korano C facelifted version’s launch in Korea. ~ Positive mentions were around the ‘Looks/design’ of the Rexton, with people talking about how the car has the look of a SUV from the outside, but is like a sedan on the inside. By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 29 28 Outlier Outlier Volume / BVI 257 288 NA NA *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  77. 77. 95 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 4 12 47% 29% 24% Fuel economy/ Mileage 5 20 50% 40% 10% Looks/ design 5 12 52% 36% 12% Engine Specification/ Power 8 4 50% 25% 25% Ride experience/ performance 5 7 80% 15% 5% Features 7 1 71% 19% 10% Customer Service 9 9 50% 50% 0% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Toyota Camry 7 7 87% 13% 0% Toyota Camry Hybrid 2 - 63% 32% 5% Toyota Corolla Altis 6 4 50% 50% 0% Toyota Etios 5 1 70% 10% 20% Toyota Etios Liva 9 6 50% 0% 50% Toyota Fortuner 4 3 57% 43% 0% Toyota Innova 1 2 60% 16% 24% Toyota Land Cruiser 8 8 74% 26% 0% Toyota LC Prado 10 9 - - - Toyota Prius 3 5 56% 36% 8% ~ With a 34% increase from July, the brand jumped to the 3rd position in August 2013 from the 7th position, in terms of the volume of mentions. However, a dip in positive mentions around the brand contributed to a drop in rank by the Brand Vibrancy Index to the 7th position in August 2013 from the 6th position in July 2013. ~ The mentions were primarily around the #ToyotaHybrid contest, which were mostly positive in sentiment. By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 3 7 7 6 Volume / BVI 12,029 8,977 0.51 0.81 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  78. 78. 96 Attributes Rank in Aug 2013 (By volume)* Rank in July 2013 (By volume)* Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Price 3 16 57% 14% 29% Fuel economy/ Mileage 13 26 0% 100% 0% Looks/ design 9 11 76% 16% 8% Engine Specification/ Power 5 12 70% 20% 10% Ride experience/ performance 5 9 67% 13% 20% Features 8 11 43% 29% 29% Customer Service 3 5 25% 25% 50% Nameplates Rank in Aug 2013 (By volume) Rank in July 2013 (By volume) Positive (In Aug 2013) Neutral (In Aug 2013) Negative (In Aug 2013) Volkswagen Beetle 3 3 88% 13% 0% Volkswagen Jetta 4 5 71% 29% 0% Volkswagen Passat 5 4 67% 0% 33% Volkswagen Phaeton 7 7 - - - Volkswagen Polo 1 1 57% 24% 19% Volkswagen Touareg 6 6 100% 0% 0% Volkswagen Vento 2 2 55% 13% 33% ~ With a 32% increase from July, the brand jumped to the 7th position in August 2013 from the 15th position in terms of the volume of mentions. Additionally, an increase in positive mentions around the brand also contributed to a jump in rank by the Brand Vibrancy Index to the 9h position in August 2013 from the 12th position in July 2013 . ~ Mentions of the Cross Polo launch and #AceTheRace contest contributed majorly to overall mentions in August 2013. This also increased the positive mentions for Volkswagen overall. By volume By BVI Aug-13 Jul-13 Aug-13 Jul-13 Rank 7 15 9 12 Volume / BVI 5,545 4,195 0.42 0.33 *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  79. 79. Report Parameters ~ The report currently considers 36 four wheel consumer segment vehicle brands. ~ All publicly available data from channels like Twitter, forums, blogs, mainstream media, YouTube, Flicker and Facebook were tracked for the month of August 2013. Given that most Facebook conversations happen on closed personal networks, tracking them is not possible. Hence their percentage is very tiny in overall mentions. ~ All nameplates of brands featured in the below-mentioned categories were considered. Newly announced nameplates are also considered in the report. METHODOLOGY Category Sub-category Hatchback Small hatchback Big hatchback Premium hatchback Sedan Mid-size sedan Executive sedan Luxury sedan Super luxury sedan SUV/MUV/LMV and offroad SUV offroad Premium SUV MUV/MPV Other Sports car Hybrid/Green 83
  80. 80. Report Parameters All 12 categories of cars were considered for the attribute study. A sample of 1154 mentions each month were taken for the thematic study. Publicly available data with the region filter ‘India’ reflected very low volume of mentions on Facebook. Hence we did not consider Facebook data for the sample. METHODOLOGY 94
  81. 81. 99 We have made all efforts to keep the report error free. Please do point out any errors that you may notice and we will incorporate your insights in future editions. Please write to us at reports@blogworks.in with the subject line ‘corrections’. ABOUT BLOGWORKS Driven by purpose and meaning, Blogworks helps global brands and organisations strategically leverage social media to draw insights, engage stakeholders in conversations, build communities, and co-create for business impact. Visit us at www.blogworks.in. Connect with us at conversations@blogworks.in DISCLAIMER
  82. 82. THANK YOU www.blogworks.in 100 All content copyright Scenario Consulting Pvt. Ltd.
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