All content copyright Scenario Consulting Pvt. Ltd.
2
The automobile industry is one of the most impacted by social media conversations,
which have a significant effect on opin...
~ Top brands by mentions
~ Top brands by Brand Vibrancy Index (BVI)
~ Top nameplates by categories
~ Rank by total mention...
MOST MENTIONED BRAND

~ Toyota was the most mentioned auto brand online in December 2013. It jumped to the top spot from i...
MONTHLY SENTIMENT BY BRAND

~ Mercedes- Benz: Share of positive sentiment increased for Mercedes- Benz by 23%
~ Ford: Ther...
TOP CATEGORY
BIG HATCHBACK

~
~

Totyota Etios Liva and Tata Vista were the most mentioned nameplates in this category

~
...
TOP CATEGORY

~ MUV/MPV
~ Toyota Innova continued to be the highest contributor to the overall volume of mentions
~ Nissan...
Rank Rank
(Dec (Nov Top-5 Most Mentioned Brands Dec 2013
2013) 2013)

1

Toyota

4

2

1

3

2

4

5

5

9

Tata Motors

N...
SUV
Rank

SMALL HATCHBACK
Top-5 Most Mentioned
Nameplates – SUV

MID SIZE SEDAN

BIG HATCHBACK

Top-5 Most Mentioned
Rank ...
EXECUTIVE SEDAN

MUV/MPV

SPORTS CARS

LUXURY SEDAN

Top-5 Most Mentioned
Rank Nameplates –
Executive Sedan

Top-5 Most Me...
PREMIUM HATCHBACK
Rank

Top-5 Most Mentioned
Nameplates – Premium
Hatchback

PREMIUM SUV
Ran
k
1

1

Top-5 Most Mentioned
...
Rank in
Dec 2013 (Nov 2013)

1 (4)
2 (1)
3 (2)
4 (5)
5 (9)
6 (3)
7 (10)
8(6)
9 (12)
10 (11)
11(17)
12 (7)
13(16)
14(21)
15...
December 2013
Brand name

Positive

Neutral

November 2013
Negative Positive

Neutral

Negative

Toyota

77%

6%

17%

89%...
All content copyright Scenario Consulting Pvt. Ltd.

17
~ The report currently considers 37 four wheel consumer segment vehicle brands.
~ All publicly available data from channel...
∼ All 12 categories of cars were considered for the attribute study. A sample of 1000 mentions each
month were taken for t...
We have made all efforts to keep the report error free.
Please do point out any errors that you may notice and
we will inc...
www.blogworks.in

All content copyright Scenario Consulting Pvt. Ltd.

21
Blogworks india auto social index  - December 2013_Abridged Version
Blogworks india auto social index  - December 2013_Abridged Version
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Blogworks india auto social index - December 2013_Abridged Version

  1. 1. All content copyright Scenario Consulting Pvt. Ltd.
  2. 2. 2
  3. 3. 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
  4. 4. ~ Top brands by mentions ~ Top brands by Brand Vibrancy Index (BVI) ~ Top nameplates by categories ~ Rank by total mentions ~ Buy a copy of the paid report today to also see: ~ How sentiment has shifted for your brand over time ~ How vibrant your brand is, in comparison to your competitors ~ Top nameplates by categories ~ Rank by Brand Vibrancy Index ~ Top-ranked categories by volume of mentions and Brand Vibrancy Index ~ For Top 5 most mentioned categories ~ Attributes & sentiment by nameplates ~ Category summaries and key conversation drivers ~ Individual brand dashboard for your brand ~ Brands covered Audi, BMW, Fiat, Ford, Honda, Hyundai, Jaguar, Mahindra, Maruti Suzuki, Mercedes-Benz, Nissan, Skoda, SsangYong Motors, Tata Motors, Toyota and Volkswagen 4
  5. 5. MOST MENTIONED BRAND ~ Toyota was the most mentioned auto brand online in December 2013. It jumped to the top spot from its 4th position in November ~ Both Tata Motors and Nissan lost one position to be at the 2nd and the 3rd position respectively ~ Hyundai moved up to the 9th position in December 2013 from the 12th position in November BRAND VIBRANCY INDEX (BVI) ~ #PowerfulPresence contest by Nissan Terrano continued to generate positive mentions for Nissan as people appreciated the Nissan Terrano for its 'Looks/Design', 'Fuel Economy/Mileage' and 'Features' . It climbed 5 positions on the BVI to be at the 1st position in December 2013 ~ Lamborghini was at the 2nd position on the Brand Vibrancy Index. With the announcement of the Lamborghini Huracan set to replace the long-serving Gallardo in the Lamborghini line-up, positive mentions increased for the brand ~ Mercedes-Benz was at the 3rd position by the BVI in December. Test drives of the recently launched limited-edition C-Class and Mercedes confirming long wheelbase variant of the C Class generated positive mentions for the brand . 5
  6. 6. MONTHLY SENTIMENT BY BRAND ~ Mercedes- Benz: Share of positive sentiment increased for Mercedes- Benz by 23% ~ Ford: There was a decrease in the share of negative sentiment from 32% in November to 5% in December ~ Mahindra: Share of positive mentions witnessed an increase of 25% in December as compared to November TOP CATEGORY SUV ~ ~ ~ SUV was the most mentioned category in December 2013 ~ Nissan Terrano, Maruti Suzuki Grand Vitara, Renault Koleos and Maruti Suzuki XA alpha shared the top rank on the BVI in this category ~ Nissan Terrano drew the most positive mentions around its ‘Features’ - powerful engine, audio system, dual air bags all were appreciated. ‘Looks/Design’ followed ‘Features’ in generating positive mentions SUVs from Nissan had the highest share of positive mentions in the month of December Maruti Suzuki was the top gainer in terms of its share of positive mentions. It saw a 45% jump in December compared to November SMALL HATCHBACK ~ ~ ~ Tata Nano was the most mentioned nameplate in this category followed by Maruti Suzuki Alto Tata Motors had the highest share of positive mentions in this category Maruti Suzuki Alto K10 had the highest share of positive mentions. People appreciated the vehicle’s fuel efficiency 6
  7. 7. TOP CATEGORY BIG HATCHBACK ~ ~ Totyota Etios Liva and Tata Vista were the most mentioned nameplates in this category ~ Positive mentions around Nissan Micra were around its ‘Looks/Design’ and ‘Features’ Nissan Micra has the highest share of positive mentions for December followed by Toyota Etios Liva and Tata Vista EXECUTIVE SEDAN ~ Toyota Corolla Altis is the most mentioned nameplate in this category. Skoda Octavia slipped to the 3rd position in December from the 1st position in November ~ ~ Toyota Corolla Altis had the highest share of positive mentions in this category Hyundai Elantra had the highest share of negative mentions in this category in December. Recall of the Hyundai Elantra in the US on account of design flaws drove negative mentions for the brand 7
  8. 8. TOP CATEGORY ~ MUV/MPV ~ Toyota Innova continued to be the highest contributor to the overall volume of mentions ~ Nissan Evalia had highest share of positive mentions among all the nameplates in the category ~ Mahindra Bolero had the highest share of negative mentions in this category. People talked about the vehicle being less spacious and poor quality in terms of interiors ~ MID-SIZE SEDAN ~ Honda City was the most mentioned brand in this category followed by Mahindra Verito ~ Ford Fiesta, Hyundai Verna, Maruti Suzuki SX4 and Nissan Sunny shared the top rank on the BVI in this category ~ Hyundai Accent had the highest share of negative mentions around ‘Customer Care/ Service’ in this category. This led the nameplate to slip from being the most vibrant brand in November to the bottom in this category in December 8
  9. 9. Rank Rank (Dec (Nov Top-5 Most Mentioned Brands Dec 2013 2013) 2013) 1 Toyota 4 2 1 3 2 4 5 5 9 Tata Motors Nissan Maruti Suzuki Mercedes- Benz Rank (Dec 2013) Rank (Nov Top-5 Most Vibrant Brands Dec 2013 2013) 1 6 Nissan 2 - Lamborgini 3 8 Mercedes- Benz 4 3 Audi 5 5 BMW 10
  10. 10. SUV Rank SMALL HATCHBACK Top-5 Most Mentioned Nameplates – SUV MID SIZE SEDAN BIG HATCHBACK Top-5 Most Mentioned Rank Nameplates – Small Hatchback Top-5 Most Mentioned Rank Nameplates – Mid size Sedan Top-5 Most Mentioned Rank Nameplates – Big Hatchback 1 Honda City 1 2 Mahindra Verito 3 Ford Fiesta 4 Fiat Linea 5 Renault Scala 1 Nissan Terrano 1 Tata Nano 2 Tata Safari 2 Maruti Suzuki Alto 3 Mahindra Scorpio 3 Maruti Suzuki WagonR 4 Renault Duster 4 Maruti Suzuki Alto K10 5 Ford Ecosport 5 Hyundai Santro Xing Rank 1 1 1 1 5 Top-5 Most Vibrant Nameplates - SUV Nissan Terrano Maruti Suzuki Grand Vitara Renault Koleos Maruti Suzuki XA Alpha Mahindra Thar Top-5 Most Vibrant Rank Nameplates – Small Hatchback 1 Maruti Suzuki Alto K10 Top-5 Most Vibrant Rank Nameplates – Mid size sedan Toyota Etios Liva 2 Tata Vista 3 Fiat Grant Punto 4 Maruti Suzuki Swift 5 Hyundai Grand i10 Top-5 Most Vibrant Rank Nameplates – Big Hatchback 1 Ford Fiesta 1 Nissan Micra Maruti Suzuki SX4 1 Toyota Etios Liva 1 Tata Nano 1 3 Hyundai i10 1 Nissan Sunny 3 Hyundai Grand i10 4 Maruti Suzuki WagonR 1 Hyundai Verna 4 Hyundai i20 5 Maruti Suzuki Alto 5 Mahindra Verito 5 Tata Vista 11
  11. 11. EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN Top-5 Most Mentioned Rank Nameplates – Executive Sedan Top-5 Most Mentioned Rank Nameplates – MUV / MPV Top-5 Most Mentioned Rank Nameplates – Sports Cars Top-5 Most Mentioned Rank Nameplates – Luxury Sedan 1 Ford Mustang 1 2 Audi R8 3 Lamborghini Aventador 4 Lamborghini Gallardo 5 Mercedes SLK-Class 1 Toyota Corolla Altis 1 Toyota Innova 2 Honda Civic 2 Tata Sumo 3 Skoda Octavia 3 Maruti Suzuki Ertiga 4 Chevrolet Cruze 4 Mahindra Bolero 5 Skoda Laura 5 Chevrolet Tavera Top-5 Most Vibrant Rank Nameplates – Executive Sedan Top-5 Most Vibrant Rank Nameplates – MUV / MPV 1 Toyota Corolla Altis 1 Nissan Evalia 2 Hyundai Elantra 1 Tata Sumo 3 Honda Civic 2 Toyota Innova 4 Renault Fluence 3 Maruti Suzuki Ertiga 5 Volkswagen Jetta 4 Mahindra Bolero Top-5 Most Vibrant Rank Nameplates – Sports Cars Mercedes C-Class 2 Honda Accord 3 Audi A4 4 Skoda Superb 5 BMW GT Top-5 Most Vibrant Rank Nameplates – Luxury Sedan 1 Audi R8 1 Audi A4 2 Mercedes SLK-Class 1 BMW GT 3 Lamborghini Aventador 1 Mercedes E-class 4 Ford Mustang 1 Mercedes C-Class 5 Honda Accord 12
  12. 12. PREMIUM HATCHBACK Rank Top-5 Most Mentioned Nameplates – Premium Hatchback PREMIUM SUV Ran k 1 1 Top-5 Most Mentioned Nameplates – Premium SUV Toyota Land Cruiser MINI Cooper Rank 5 MINI Cooper convertible 5 4 Audi Q7 Land Rover Range Rover Sport MINI Cooper convertible 4 3 Volkswagen Beetle 3 Porsche Cayenne Mercedes A-Class 2 2 Top-5 Most Vibrant Rank Nameplates – Premium SUV Top-5 Most Vibrant Nameplates – Premium Hatchback BMW X5 Volkswagen Beetle 1 MINI Cooper 3 Mercedes A-Class Mercedes GL-Class 1 1 1 Toyota Land Cruiser 3 Top-5 Most Mentioned Rank Nameplates – Hybrid / Green Luxury Sedan 1 BMW M 2 Mercedes S-class 3 Jaguar XF 4 Toyota Prius 2 Mahindra Reva 3 Toyota Camry Hybrid BMW 7 Series 5 1 Rolls Royce Phantom Top-5 Most Vibrant – Rank Super Luxury Sedan 1 Top-5 Most Vibrant Rank Nameplates – Hybrid / Green 1 Mahindra Reva 2 Toyota Prius BMW X1 5 Top-5 Most Mentioned Rank Nameplates – Super HYBRID/GREEN BMW X5 4 SUPER LUXURY SEDAN Mercedes M-Class Mercedes S-class 13
  13. 13. Rank in Dec 2013 (Nov 2013) 1 (4) 2 (1) 3 (2) 4 (5) 5 (9) 6 (3) 7 (10) 8(6) 9 (12) 10 (11) 11(17) 12 (7) 13(16) 14(21) 15(18) 16(14) 17(19) 18(27) 19(13) 20(15) 21(28) 22(22) 23(25) 24(30) 25(8) 26(24) 27(23) 28(20) 29(31) 30(32) 31(33) 32(35) 33(32) 34(29) 35(34) BRAND NAME Toyota Tata Motors Nissan Maruti Suzuki Mercedes-Benz Honda Mahindra Ford Hyundai Fiat BMW Audi Renault Lamborghini Skoda Porsche Chevrolet Force motors Volkswagen Jaguar Datsun MINI Bugatti Land Rover Ferrari Bentley Mitsubishi Rolls Royce Ssangyong Maybach Maserati Hindustan Motors Ashok Leyland Volvo Premier Dec-13 15279 10194 9670 6577 5357 3155 3023 2638 2254 1504 1341 1275 1209 1024 901 592 503 459 404 316 265 232 205 189 129 102 96 82 70 51 45 20 20 6 4 Nov13 9160 18597 14528 8708 4131 9663 3595 6966 3567 3588 1388 6911 1741 722 1374 2641 969 264 2714 1910 250 604 433 170 5014 524 522 782 80 52 46 6 56 216 7 % difference in volume of mentions 67% -45% -33% -24% 30% -67% -16% -62% -37% -58% -3% -82% -31% 42% -34% -78% -48% 74% -85% -83% 6% -62% -53% 11% -97% -81% -82% -90% -13% -2% -2% 233% -64% -97% -43% Toyota: Toyota is the most mentioned brand in the month of December 2013. Toyota Corolla Altis contributed the maximum to the volume of mentions for the brand. People talked positively about the vehicle’s ‘Engine Specification/Power’. By % change in volume of mentions % difference from previous month BRAND NAME Top gainer Hindustan Motors +233% Top loser Ferrari -97% By rank BRAND NAME Difference in rank Top gainer Force Motors 9 Top loser Ferrari -17 15
  14. 14. December 2013 Brand name Positive Neutral November 2013 Negative Positive Neutral Negative Toyota 77% 6% 17% 89% 0% 11% Tata Motors 56% 27% 16% 57% 12% 31% Nissan 100% 0% 0% 75% 7% 17% Maruti Suzuki 55% 18% 27% 48% 20% 32% Mercedes-Benz 87% 13% 0% 64% 18% 18% Honda 48% 29% 23% 68% 12% 20% Mahindra 65% 14% 21% 40% 21% 40% Ford 65% 30% 5% 50% 17% 33% Hyundai 52% 19% 29% 64% 8% 28% Fiat 47% 40% 13% 60% 13% 27% BMW 85% 0% 15% 74% 17% 9% Audi 88% 6% 6% 84% 9% 6% Renault 44% 28% 28% 54% 7% 40% Lamborghini 90% 10% 0% NA NA Hyundai: Hyundai Elantra was the highest contributor of negative mentions for Hyundai. The negative mentions were around people highlighting bad customer service experience. Recall of Hyundai Elantra in the US was also a contributor. NA Nissan: Nissan had the highest share of positive mentions across all the brands. Most of the positive mentions were around Nissan Terrano where people talked about its ‘Looks/Design’ and ‘Features’ that are available in the car. * Arrow sign shows the impact of the shift in sentiment compared to previous month 16
  15. 15. All content copyright Scenario Consulting Pvt. Ltd. 17
  16. 16. ~ The report currently considers 37 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 December 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. Category Hatchback Sedan SUV/MUV/LMV and offroad Other Sub-category Small hatchback Big hatchback Premium hatchback Mid-size sedan Executive sedan Luxury sedan Super luxury sedan SUV & offroad Premium SUV MUV/MPV Sports car Hybrid/Green 84
  17. 17. ∼ All 12 categories of cars were considered for the attribute study. A sample of 1000 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. 85
  18. 18. 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 20
  19. 19. www.blogworks.in All content copyright Scenario Consulting Pvt. Ltd. 21
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