Your SlideShare is downloading. ×
0
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Blogworks india auto social index   july 2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Blogworks india auto social index july 2013

1,053

Published on

Automobiles are one of the most actively discussed and researched categories on social media. Auto manufacturers are increasingly leveraging platforms like Facebook, Twitter, Youtube, blogs and forums …

Automobiles are one of the most actively discussed and researched categories on social media. Auto manufacturers are increasingly leveraging platforms like Facebook, Twitter, Youtube, blogs and forums along with owned digital assets ahead of new product launches or as part of marketing initiatives.

The Blogworks’ IndiaAuto Social Index tracks the most mentioned and the most vibrant brands (inspired by the Net Promoter Score), which is the difference between the percentage of positive mentions and the percentage of negative mentions as also ranks brands on mentions of attributes ranging from ‘Price’ to ‘Customer Service’ .

We announced our IndiaAuto Social Index results for the month of July 2013 today. The report helps auto brands to monitor their performance vis-à-vis their competitors over a period of time. This monthly report shows online movements in brand conversations and impact.

Published in: Automotive, Sports, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,053
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. IndiaAuto Social Index July 2013 #indiautosocial All content copyright Scenario Consulting Pvt. Ltd.
  • 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-ˆ-vis their competitors over a period of time. This monthly report will show online movements in brand conversations and impact.
  • 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 80 CONVERSATION MAKER 19 CHANNELS 75 CATEGORY 25 LEADERBOARD 07 brand and category leaders
  • 4. 5 MOST MENTIONED BRAND ~ Tata Motors continued to be the most mentioned brand in July 2013 as well. ~ The top gainer by percentage of mentions was Maybach. The mentions increased by 5500% in July 2013 compared to June 2013. ~ The top gainer by rank was BMW. It climbed up to the 8th position in July 2013 from the 22nd position in June 2013. Contests like #Dynamic1 to initiate bookings for the 1 Series hatchback and announcement of BMW i3 contributed to the highest increase in volume for BMW across all brands in July 2013. MONTHLY SENTIMENT BY BRAND ~ Tata Motors: Tata NanoÕs newly launched campaign ÔCelebrate AwesomenessÕ to promote the new Nano with added features and a Twitter activity , Ô#ILoveVistaBecauseÕ initiated by Tata Indica Vista contributed to positive buzz for Tata Motors. ~ Chevrolet: General Motors India recalled over 1.14 lakh units of the Chevrolet Tavera after an internal probe revealed that employees had been using pre-tested engines with lower emission in vehicles earmarked for testing by visiting inspectors. GM fired employees after the probe, and news of the discrepancy contributed to negative mentions for Chevrolet. BRAND VIBRANCY INDEX (BVI) Ferrari, Mercedes Benz and Mitshubishi were JulyÕs most vibrant brands displacing Porsche, BMW and Audi from June 2013. EXECUTIVE SUMMARY
  • 5. 6 BUZZ V/S SALES The section shows social metrics, consumer sentiment and sales data. CONVERSATION MAKER OF THE MONTH - TATA NANO ~ Auto maker Tata Motors launched a campaign ÔCelebrate AwesomenessÕ for its brand, Tata Nano. To promote the campaign, it undertook a range of promotional activities on media Ð a Sound Cloud piece on the website, television commercials and contests on social media channels, thus making it our conversation maker of the month. ~ 68% of the mentions were around the car, where people talked about the carÕs features Ð both old and new. People specially mentioned the various colours, fog lamps, stylish interiors, and spaciousness of the car. 32% of the mentions were around the campaign. TOP CATEGORY ~ By total mentions Ð Big hatchback overtaking SUVs, emerged as the most talked-about category. ~ By Brand Vibrancy Index Ð Sports cars were the most vibrant category in the month of July, 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. LEADERBOARD 07 brand and category leaders
  • 7. 9 LEADERBOARD Rank Top-5 Most Mentioned Nameplates - SUV 1 Ford EcoSport 2 Tata Aria 3 Renault Duster 4 Mahindra Scorpio 5 Mahindra XUV 500 Rank Top-5 Most Vibrant Nameplates - SUV 1 Ford Endeavour 2 Honda CR-V 3 Chevrolet Captiva 4 Mitsubish Pajero Sport 5 Maruti Suzuki Gypsy Rank Top-5 Most Mentioned Nameplates Ð Small Hatchback 1 Tata Nano 2 Maruti Suzuki Alto 3 Datsun Go 4 Chevrolet Spark 5 Maruti Suzuki WagonR Rank Top-5 Most Vibrant Nameplates Ð Small Hatchback 1 Honda Brio 2 Hyundai i10 3 Chevrolet Spark 4 Maruti Suzuki WagonR 5 Datsun Go Rank Top-5 Most Mentioned Nameplates Ð Mid size Sedan 1 Toyota Etios 2 Fiat Linea 3 Honda City 4 Maruti Suzuki SX4 5 Skoda Rapid Rank Top-5 Most Mentioned Nameplates Ð Big Hatchback 1 Tata Vista 2 Nissan Micra 3 Maruti Suzuki Swift 4 Fiat Grand Punto 5 Ford Figo Rank Top-5 Most Vibrant Nameplates Ð Mid size sedan 1 Mitsubishi Cedia 2 Toyota Etios 3 Fiat Linea 4 Honda Amaze 5 Ford Fiesta Rank Top-5 Most Vibrant Nameplates Ð Big Hatchback 1 Tata Vista 2 Honda Jazz 3 Tata Indica 4 Maruti Suzuki Swift 5 Nissan Micra SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK
  • 8. 10 LEADERBOARD Rank Top-5 Most Mentioned Nameplates Ð Executive Sedan 1 Honda Civic 2 Chevrolet Cruze 3 Toyota Corolla Altis 4 Skoda laura 5 Hyundai Elantra Rank Top-5 Most Mentioned Nameplates Ð MUV / MPV 1 Chevrolet Tavera 2 Toyota Innova 3 Tata Sumo Gold 4 Maruti Suzuki Ertiga 5 Mahindra Bolero Rank Top-5 Most Mentioned Nameplates Ð Sports Cars 1 Jaguar F-Type 2 Bugatti Veyron 3 Lamborghini Aventador 4 Lamborghini Gallardo 5 Porsche 911 Rank Top-5 Most Mentioned Nameplates Ð Luxury Sedan 1 Mercedes E-Class 2 Skoda Superb 3 BMW GT 4 Honda Accord 5 Toyota Camry Rank Top-5 Most Vibrant Nameplates Ð Executive Sedan 1 Toyota Corolla Altis 2 Honda Civic 3 Chevrolet Cruze 3 Hyundai Elantra 3 Renault Fluence Rank Top-5 Most Vibrant Nameplates Ð MUV / MPV 1 Mahindra Bolero 2 Toyota Innova 3 Maruti Suzuki Ertiga 4 Tata Sumo 5 Mahindra Xylo Rank Top-5 Most Vibrant Nameplates Ð Sports Cars 1 Audi R8 2 BMW Z4 3 Mercedes SLS-Class 4 Porsche Cayman 5 Audi TT Rank Top-5 Most Vibrant Nameplates Ð Luxury Sedan 1 Mercedes C-Class 2 Volvo S60 3 Volkswagen Passat 4 Audi A6 5 Audi A4 EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN
  • 9. 11 LEADERBOARD Rank Top-5 Most Mentioned Nameplates Ð Premium Hatchback 1 Volkswagen Beetle 2 BMW 1 Series 3 MINI Cooper 4 Mercedes A-Class Rank Top-5 Most Mentioned Nameplates Ð Premium SUV 1 Land Rover Range Rover 2 Porsche Cayenne 3 Audi Q7 4 BMW X6 5 BMW X1 Rank Top-5 Most Mentioned Nameplates Ð Super Luxury Sedan 1 Audi RS5 2 Audi A8 3 BMW M 4 Mercedes S-Class 5 Bentley Continental GT Rank Top-5 Most Mentioned Nameplates Ð Hybrid / Green 1 BMW i3 2 Toyota Prius 3 Mahindra Reva Rank Top-5 Most Vibrant Nameplates Ð Premium Hatchback 1 Mercedes A-Class 2 Volkswagen Beetle 3 BMW 1 Series Rank Top-5 Most Vibrant Nameplates Ð Premium SUV 1 Toyota Land Cruiser 2 BMW X6 3 BMW X1 4 Porsche Cayenne 5 Audi Q7 Rank Top-5 Most Vibrant Ð Super Luxury Sedan 1 Jaguar XF 2 Porsche Panamera 3 Jaguar XK 4 Audi RS5 5 Mercedes S-Class Rank Top-5 Most Vibrant Nameplates Ð Hybrid / Green 1 BMW i3 2 Toyota Prius PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN
  • 10. BUZZ 12 most mentioned brands monthly sentiment by brand brand vibrancy index buzz vs sales
  • 11. Rank in July 2013 (June 2013) BRAND NAME July-13 June-13 % difference 1 (1) Tata Motors 18392 16637 11% 2 (4) Nissan 16064 10261 57% 3 (2) Ford 13063 15111 -14% 4 (5) Maruti Suzuki 12824 9408 36% 5 (3) Audi 10769 14907 -28% 6 (6) Mercedes-Benz 10621 8742 21% 7 (8) Toyota 8977 5265 71% 8 (22) BMW 8108 1022 693% 9 (11) Fiat 7361 3486 111% 10 (7) Ferrari 7360 5328 38% 11 (18) Chevrolet 5459 1396 291% 12 (-) Datsun 4430 - NA 13 (10) Renault 4284 3752 14% 14 (9) Mahindra 4267 4520 -6% 15 (12) Honda 4264 3018 41% 16 (13) Volkswagen 4195 2908 44% 17 (15) Hyundai 3734 2530 48% 18 (16) Skoda 3218 2080 55% 19 (19) Jaguar 3102 1273 144% 20 (14) Porsche 2841 2653 7% 21 (24) Mitsubishi 1485 811 83% 22 (21) Bentley 1374 1026 34% 23 (20) Bugatti 1182 1190 -1% 24 (17) Lamborghini 1036 1588 -35% 25 (25) Rolls-Royce 1028 755 36% 26 (28) Land Rover 989 366 170% 27 (27) Volvo 940 413 128% 28 (29) Force motors 844 340 148% 29 (23) Aston Martin 753 820 -8% 30 (26) MINI 412 449 -8% 31 (30) SsangYong Motor 288 205 40% 32 (32) Hindustan Motors 240 64 275% 33 (31) Maserati 89 66 35% 34 (34) Maybach 56 1 5500% 35 (33) Premier 22 18 22% 36 (35) San Motors 0 1 -100% 13 MOST MENTIONED BRANDS By % change in volume of mentions BRAND NAME % difference from previous month Top gainer Maybach 5500% Top loser San Motors -100% By rank BRAND NAME Difference in rank Top gainer BMW +14 Top loser Lamborghini -6
  • 12. 16 Rank in July 2013 Rank in June 2013 Brand name Score in July 2013 Score in June 2013 1 - Ferrari 1.00 Outlier 2 4 Mercedes-Benz 0.88 0.79 3 - Mitsubishi 0.83 Outlier 4 5 Jaguar 0.83 0.67 5 1 Porsche 0.82 1.00 6 17 Toyota 0.81 0.11 7 3 BMW 0.64 0.82 8 2 Audi 0.64 0.94 9 18 Honda 0.60 0.03 10 12 Ford 0.49 0.19 11 16 Fiat 0.44 0.13 12 - Datsun 0.33 New 12 20 Volkswagen 0.33 0.00 14 11 Tata Motors 0.33 0.20 15 8 Nissan 0.29 0.38 16 13 Mahindra 0.26 0.19 17 9 Maruti Suzuki 0.22 0.23 18 7 Hyundai 0.00 0.45 18 14 Skoda 0.00 0.18 20 19 Renault -0.18 0.03 21 15 Chevrolet -0.29 0.14 Note - Aston Martin, Bentley, Bugatti, Force Motors, Hindustan Motors, Lamborghini, Land Rover, Mini, Rolls-Royce, SsangYong Motors and Volvo have been excluded due to extremely low volume of mentions. BRAND VIBRANCY INDEX (BVI) or SOCIAL SENTIMENT SCORE Inspired by the Net Promoter Score, Brand Vibrancy Index = (% of positive mentions) Ð (% of negative mentions) ~ Ferrari: The volume of mentions for Ferrari increased in July 2013 owing to the news around Formula 1 racing. ~ In May June, the brand had limited and hence was not considered in the BVI calculation. ~ A hashtag activity by Toyota #TheRealSedan contributed to an increase in positive mentions for the brand. ~ This also helped the brand to take a significant leap on the BVI as it moved up from the 17th to the 6th position in July 2013.
  • 13. Brand July 2013 mentions June 2013 mentions Volume difference July 2013 brand sentiment (overall average) * June 2013 brand sentiment (overall average) * Sentiment difference July 2013 Sales June 2013 Sales Sales difference Tata Motors 18392 16637 11% 2.3 2.2 6% 10824 11804 -8% Nissan 16064 10261 57% 2.3 2.4 -4% 1225 2954 -59% Ford 13063 15111 -14% 2.5 2.2 13% 7867 7145 10% Maruti Suzuki 12824 9408 36% 2.2 2.2 1% 75145 77002 -2% Toyota 8977 5265 71% 2.8 2.1 34% 11515 11010 5% Fiat 7361 3486 111% 2.4 2.1 16% 928 775 20% Chevrolet 5459 1396 291% 1.7 2.1 -19% 6503 6575 -1% Renault 4284 3752 14% 1.8 2.0 -9% 3763 6007 -37% Mahindra 4267 4520 -6% 2.3 2.2 3% 15530 17232 -10% Honda 4264 3018 41% 2.6 2.0 30% 11222 9297 21% Volkswagen 4195 2908 44% 2.3 2.0 17% 4739 5356 -12% Hyundai 3734 2530 48% 2.0 2.5 -20% 25965 30610 -15% Skoda 3218 2080 55% 2.0 2.2 -9% 1560 1579 -1% Mitsubishi 1485 811 83% 2.8 3.0 -6% 153 116 32% 17 * 1 = Negative, 2 = Neutral, 3= Positive Note - The sales figures were obtained from the respective brandÕs monthly sales press releases. BUZZ, SENTIMENT AND SALES COMPARISON FOR 14 BRANDS WHOSE SALES DATA WAS AVAILABLE
  • 14. www.blogworks.in 45$6.$'7$$,%89:$3.#:$,(;*+$$=*57(#67:$!77?@$'$$A,04$B'+-:$.'$?@B*+/+$ !#$%'()%)*+#,-%)*#.)/#0%12#34%)(#56!78%)*$C*$;7D$6.$$ -7E7D$$FG#G@'27#$(#'#7F6H$ $ INSIGHTS TO PROVOCATIONS !;7$5.#.'7$5$'7(7'?;$ I'*E7+$B6$D.'D(7$+-$@7+*+F:$AFC'2($;7D($FB$B'+-($+-$'F+*(/+($(#'#7F*?6$7E7'F7$(?*$@7-*$#$-'C$*+(*F;#(:$7+FF7$(#27;-7'($*+$?+E7'(/+(:$B.*-$ ?@@.+*/7(:$+-$?G?'7#7$5'$B.(*+7(($*@D?#H$$ 45$6.$'7$277+$#$7JD'7$;C$ C7$?+$D'E*-7$6.$C*#;$'*?;$ *+(*F;#($+-$#'+(#7$#;7@$*+#$ (#'#7F*?$*+#7'E7+/+(:$C'*#7$#$ .($#$*+(*F;#(KBFC'2(H*+$'$ ?$.($#$LMN$MMNOOPQPPO$ R7$;7D$6.$.+-7'(#+-S$ R;$*($#2*+FT$$ 4+U.7+?7'(:$5'*7+-($+-$ -7#'?#'($$$ R;#$'7$#;76$#2*+F$B.#T$ V77E+#$#;7@7($ W@7'F*+F$(7+/@7+#$ XDD'#.+*/7($Y$8'*(7($ R;7+$'7$#;76$#2*+FT$ 0#F7($*+$#;7$D.'?;(7$5.++7$ R;7'7$'7$#;7$#2*+FT$ 8;++7($-'*E*+F$?+E7'(/+($$ Z(7'$B7;E*.'$+$#;7(7$ ?;++7($
  • 15. 20 ~ Auto Maker Tata Motors launched a new campaign ÔCelebrate AwesomenessÕ for its brand, Tata Nano. ~ The campaign was primarily a build up to the unveiling of the new Nano with added features. ~ The new campaign targets the young generation, focusing on ÔThe youthÕs spirit of living life on own terms and being awesome at itÕ. ~ To promote the campaign, it undertook a range of promotional activities on various media channels Ð a Sound Cloud piece on the website, a television commercial and contests on social media channels. ~ Presented below is an analysis of the social media mentions around the campaign, based on a sample study (20% of total mentions). We undertook an analysis to find out whether the campaign has successfully connected to the target group with the campaign objective. ABOUT THE CAMPAIGN
  • 16. 24 ANALYSIS OF THE CAMPAIGN ~ It is interesting to note that while people talked about their association with Tata Nano, mentions were also around the product attributes, functional benefits and cultural association. Tata Nano ad campaign fared well, not only in terms of the conversations it generated but also in terms of the quality of those conversations. Product attributes Ð New colours, fog lamps, stylish interiors, spacious Functional benefits Ð Compact car which helps in driving through Indian streets, parks easily, and is good to look at Emotional association Ð ÔDesiÕ car which is not only trendy, but also value for money
  • 17. CATEGORY 25 top categories: rank by total mentions rank by brand vibrancy index (bvi)
  • 18. July 2013 Rank June 2013 Rank Category July 2013 June 2013 1 4 Big hatchback 11504 9133 2 2 Small hatchback 11381 11109 3 3 Mid-size sedan 10716 10129 4 1 SUV 10408 14290 5 6 Sports car 3839 4195 6 5 MUV/MPV 3821 4561 7 11 Super luxury sedan 2468 1245 8 7 Luxury sedan 1846 2232 9 10 Premium SUV 1612 1495 10 12 Hybrid/Green 1397 274 11 8 Executive sedan 1329 1519 12 9 Premium hatchback 1120 1509 July 2013 Rank June 2013 Rank Category July 2013 June 2013 1 3 Sports Cars 0.84 0.86 2 1 Luxury sedan 0.79 1.00 3 4 Super luxury Sedan 0.71 0.63 4 5 Premium hatchback 0.64 0.60 5 12 Mid-size sedan 0.53 -0.03 6 2 Premium SUV 0.50 0.91 6 11 Hybrid/Green 0.50 0.00 8 7 Big hatchback 0.47 0.40 9 10 SUV 0.27 0.09 10 6 Executive sedan 0.20 0.50 11 8 Small hatchback 0.18 0.29 12 9 MUV/MPV -0.03 0.20 26 Rank by total mentions Rank by BVI Top Gainer %*-G(*17$(7-+$ Top Loser WJ7?./E7$(7-+:$['7@*.@$0Z$ Top Gainer Super luxury sedan Top Loser SUV, Executive Sedan, Premium hatchback TOP CATEGORIES ~ News of various brands coming up with face lifted models under the Big hatchback, Small hatchback and Mid-size sedan categories contributed to the increase in volume for them in July 2013, and resulted in them overtaking JuneÕs most mentioned category SUV, in terms of number of conversations.
  • 19. SUV 27 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary - SUV attributes sentiment channel behaviour author type
  • 20. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 5 Ford Endeavour 1.00 0.00 1 5 Honda CR-V 1.00 - 1 5 Chevrolet Captiva 1.00 - 1 5 Mitsubish Pajero Sport 1.00 - 5 5 Maruti Suzuki Gypsy 0.91 0.00 6 1 Toyota Fortuner 0.50 0.50 6 5 Mahindra Thar 0.50 0.00 8 4 Ford EcoSport 0.47 0.14 9 8 Mahindra Scorpio 0.35 -0.06 10 3 Skoda Yeti 0.17 0.20 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 1 Ford EcoSport 2,768 6,574 2 3 Tata Aria 2,075 1,607 3 2 Renault Duster 1,418 2,138 4 4 Mahindra Scorpio 964 1,245 5 5 Mahindra XUV 500 834 845 6 19 Maruti Suzuki Gypsy 560 14 7 8 Force motors One 495 340 8 7 Toyota Fortuner 327 368 9 14 Mitsubish Pajero Sport 183 39 10 6 Skoda Yeti 117 478 Top Gainer Maruti Suzuki Gypsy Top Loser Skoda Yeti Rank by total mentions Top Gainer ,'-$W+-7E.':$]+-$8VG:$8;7E'7#$8D/E:$ %*#(.B*(;$[^7'$0D'#:$$ Top Loser 02-$_7/$ Rank by BVI ~ Ford EcoSport continued to create the highest buzz for the SUV category . However, a dip in the mentions was noticed this month since its launch the last month. At the 2nd position in terms of mentions in July 2013 was Tata Aria Ð mentions around their Twitter contest Ô#NewBreedÕ contributed to the high volume. 28 TOP NAMEPLATES BY CATEGORY SUV
  • 21. 29 ÔFeaturesÕ was the most discussed attribute for SUVs, while ÔLooks/DesignÕ had the largest share of positive sentiment for SUVs. We observed that the consumers shared mixed sentiment for various attributes in this category. Though ÔCustomer ServiceÕ had low volumes of mentions, it is to be noted that 93% of these were negative. Mentions of Ford EcoSport dipped this month since its launch in June 2013. However contrary to last month, more positive mentions were generated this month around the ÔLooks/DesignÕ and ÔPriceÕ of the vehicle. Ford EcoSport and Renault Duster were compared on ÔLooks/DesignÕ, ÔFeaturesÕ and ÔPriceÕ. Ford EcoSport was appreciated by people for its better interiors and price as compared to Renault Duster. CATEGORY SUMMARY SUV
  • 22. 31 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 Ð primarily because of active interest in the vehicles in this category, which either they had newly bought or planned to buy. However in July, more Owners (65%) were seen to be using Twitter compared to 39% in June. 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
  • 23. 32 18% 9% 28% 22% 52% 40% 25% 41% 44% 48% 33% 19% 0% 30% 10% 50% 25% 33% 41% 47% 24% 67% 59% 48% 70% 50% 25% 75% 67% Spectator Prospect Owner Expert Spectator Owner Expert Online Influencer/Blogger Prospect Media Expert ForumsTWITTERBlogs 18% 24% 42% 19% 33% 40% 57% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Forums TWITTER Blogs 20% 38% 13% 40% 32% 26% 45% 31% 10% 25% 48% 36% 43% 69% 50% 75% Spectator Owner Prospect Expert Online Influencer/Blogger Media Twitter BlogsForums Spectators Prospects Owners Experts FORUMS Spectators Owners Experts Online Influencers/Bloggers Prospects Media Experts TWITTERBLOGS Owners ProspectsSpectators Online Influencers/ Bloggers MediaExperts CHANNEL BEHAVIOUR – SUV - JUNE Owners and Prospects were more vocal on forums than on other channels Ð primarily because of active interest in the vehicle, which either they had newly bought or planned to buy.
  • 24. SMALL HATCHBACK 33 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – small hatchback attributes sentiment channel behaviour by author type
  • 25. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 1 Honda Brio 0.71 1.00 2 10 Hyundai i10 0.50 -1.00 3 10 Chevrolet Spark 0.44 -1.00 4 3 Maruti Suzuki WagonR 0.40 0.64 5 8 Datsun Go 0.33 6 6 Mahindra Verito Vibe 0.33 0.21 6 1 Hyundai EON 0.33 1.00 8 5 Tata Nano 0.16 0.35 9 8 Maruti Suzuki A-Star 0.11 0.00 10 8 Maruti Suzuki Zen Estilo 0.00 0.00 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 1 Tata Nano 5,101 4,892 2 2 Maruti Suzuki Alto 2,315 2,389 3 13 Datsun Go 802 - 4 9 Chevrolet Spark 569 135 5 4 Maruti Suzuki WagonR 500 1,065 6 10 Hyundai EON 485 93 7 6 Honda Brio 443 301 8 7 Hyundai i10 249 207 9 3 Mahindra Verito Vibe 246 1,363 10 8 Hyundai Santro Xing 203 187 11 12 Maruti Suzuki A-Star 132 81 Top Gainer Datsun Go Top Loser Mahindra Verito Vibe Rank by total mentions Top Gainer Hyundai i10 Top Loser Hyundai EON Rank by BVI ~ Nissan relaunched its Datsun brand with the unveiling of hatchback 'Datsun Go'. The car was compared with Maruti Suzuki Alto 800 on ÔPriceÕ and ÔFeaturesÕ. This led to Datsun GoÕs jump to the 2nd position from the 13th by total mentions. ~ Hyundai IndiaÕs new diesel engine plantÕs announcement and catering to 2014 i10 diesel drew positive conversations taking the brand to the 2nd position from the 10th position by the Brand Vibrancy Index. 34 TOP NAMEPLATES BY CATEGORY SMALL HATCHBACK
  • 26. 35 Tata Nano contributed the most in terms of volume of mentions in the small hatchback category. Even though ÔFeaturesÕ was the most talked about attribute in the small hatchback category, the most positively talked about attributes were ÔLooks/DesignÕ and ÔOverall ExperienceÕ. Nissan relaunched its Datsun brand with the unveiling of hatchback 'Datsun Go'. The car was compared with Maruti Suzuki Alto 800 on ÔPriceÕ and ÔFeaturesÕ. This led to Datsun GoÕs jump from the 13th to the 2nd position. Hyundai IndiaÕs new diesel engine plantÕs announcement and catering to 2014 i10 diesel drew significant positive conversations taking the brand to the 2nd position from the 10th position by the Brand Vibrancy Index CATEGORY SUMMARY – SMALL HATCHBACK
  • 27. 37 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 Ð primarily around the ÔFeaturesÕ and the ÔOverall experienceÕ of the vehicles from the category Ð 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
  • 28. 38 31% 29% 40% 33% 24% 30% 20% 45% 42% 40% 67% Twitter Forums Blogs YouTube 26% 23% 17% 20% 33% 100% 47% 36% 58% 20% 50% Spectator Owner Online Influencer/Blogger Prospect Expert Media 32% 25% 27% 17% 67% 0% 17% 50% 50% 33% 0% 100% 33% 24% 25% 9% 33% 0% 100% 31% 23% 50% 0% 100% 0% 0% 43% 50% 64% 50% 33% 0% 52% 27% 0% 67% 0% 0% 67% Spectator Owner Online Influencer/Blogger Expert Prospect Media Spectator Owner Prospect Spectator Online Influencer/Blogger Owner Spectator TWITTERForumsBlogs YouT ube The category saw participation from all types of authors. Spectators and Owners ruled the volume of mentions Ð primarily around the Features and the overall xperience of vehicles from the category Ð especially Tata Nano and Maruti Suzuki. CHANNEL BEHAVIOUR – SMALL HATCHBACK - JUNE OwnersSpectators Experts MediaProspectsOnline Influencers/ Bloggers Spectators Owners Online Influences/Bloggers Experts TWITTER Prospects Media Spectators Owners Prospects FORUMS YOUT UBE BLOGS Owners Spectators 31% 29% 40% 33% 27% 40% 25% 60% 17% Spectators Online Influencers/Bloggers Owners
  • 29. MID SIZE SEDAN 39 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – mid-size sedan attributes sentiment channel behaviour author type
  • 30. July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 10 Toyota Etios 4,420 270 2 2 Fiat Linea 919 959 3 3 Honda City 856 821 4 11 Maruti Suzuki SX4 573 254 5 15 Skoda Rapid 538 170 6 4 Honda Amaze 531 721 7 9 Ford Fiesta 519 315 8 7 Volkswagen Vento 515 397 9 1 Tata Indigo 372 3,878 9 6 Maruti Suzuki Swift Dzire 372 441 July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 1 Mitsubishi Cedia 1.00 1.00 2 15 Toyota Etios 0.92 -0.57 3 6 Fiat Linea 0.90 0.31 4 12 Honda Amaze 0.88 -0.30 5 5 Ford Fiesta 0.71 0.43 6 1 Ford Classic 0.67 1.00 7 1 Nissan Sunny 0.25 1.00 8 11 Maruti Suzuki Swift Dzire 0.22 -0.25 8 10 Tata Indigo 0.22 -0.16 10 9 Honda City 0.00 -0.15 40 Top Gainer Skoda Rapid Top Loser Tata Indigo Top Gainer Toyota Etios Top Loser Nissan Sunny ~ Toyota Etios climbed to the 1st position in July 2013, from the 20th position in June 2013 in terms of total mentions, mainly due to a Twitter contest #TheRealSedanÕ. The mentions were mostly positive. This also contributed to a jump in rank by the Brand Vibrancy Index for Toyota Etios. ~ Skoda launched Skoda Rapid Leisure which generated high volume of mentions. The campaign around the vehicle was also talked about resulting in it jumping to the 5th position in July 2013 from the 15th position in June 2013 by total mentions. TOP NAMEPLATES BY CATEGORY MID-SIZE SEDAN Rank by total mentions Rank by BVI
  • 31. 41 CATEGORY SUMMARY – MID-SIZE SEDAN ÔFeaturesÕ was the most discussed attribute in the mid-size sedan category. Mentions around ÔFeaturesÕ were followed by ÔEngine specification/PowerÕ, ÔLooks/DesignÕ and ÔPriceÕ. ÔFeaturesÕ also contributed to the maximum positive sentiment in July 2013. ÔLooks/DesignÕ had the largest volume of negative sentiment in the mid-size sedan category. Toyota Etios was followed by Fiat Linea in terms contribution to the overall volume in the category. A Twitter contest by Toyota Etios Ð Ô#TheRealSedanÕ contributed to the overall volume. Fiat Linea testing 1.6 multijet engine for its facelifted model generated high mentions. Skoda Rapid had the highest number of conversations around ÔCustomer ServiceÕ, and 50% of these were negative.
  • 32. 43 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
  • 33. 44 21% 38% 26% 25% 53% 37% 100% Twitter Forums Blogs 27% 17% 45% 16% 33% 46% 32% 50% 63% 67% 75% Spectator Owner Expert Prospect Media Online Influencer/ Blogger 21% 39% 5% 20% 0% 25% 34% 63% 22% 0% 0% 30% 9% 45% 10% 33% 0% 25% 25% 22% 50% 0% 49% 52% 50% 70% 67% 75% 42% 13% 56% 50% 100% Spectator Owner Expert Prospect Media Online Influencer/Blogger Spectator Owner Prospect Expert Spectator TWITTERForumsBlogsCHANNEL BEHAVIOUR – MID-SIZE SEDAN - JUNE Spectators Owners Experts Prospects TWITTER Media Online Influencers/Bloggers Spectators Owners Prospects Experts FORUMS 21% 38% 28% 51% 5% 21% 25% OwnersSpectators Experts MediaProspects Online Influencers/ Bloggers Spectators BLOGS
  • 34. BIG HATCHBACK 45 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – big hatchback attributes sentiment channel behaviour author type
  • 35. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 3 Tata Vista 0.95 0.70 2 6 Honda Jazz 0.92 0.33 3 8 Tata Indica 0.50 4 11 Maruti Suzuki Swift 0.45 -0.11 5 7 Nissan Micra 0.39 0.20 6 5 Ford Figo 0.39 0.50 7 12 Volkswagen Polo 0.38 -0.33 8 1 Chevrolet Beat 0.25 1.00 9 4 Maruti Suzuki Ritz 0.00 0.62 9 13 Toyota Etios Liva 0.00 -1.00 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 1 Tata Vista 2,752 2,180 2 6 Nissan Micra 1,754 638 3 4 Maruti Suzuki Swift 1,263 1,051 4 5 Fiat Grand Punto 1,190 978 5 2 Ford Figo 1,131 1,529 6 3 Maruti Suzuki Ritz 709 1,123 6 8 Honda Jazz 709 346 8 7 Volkswagen Polo 550 401 9 15 Tata Indica 385 - 10 9 Hyundai i20 217 341 46 Top Gainer Tata Indica Top Loser Ford Figo, Maruti Suzuki Ritz Top Gainer Maruti Suzuki Swift Top Loser Chevrolet Beat TOP NAMEPLATES BY CATEGORY BIG HATCHBACK Rank by total mentions Rank by BVI ~ While Tata Vista maintained its 1st position, Nissan Micra climbed to the 2nd position in July 2013 from the 6th position in June 2013 in terms of total mentions. Increase in volume and positive sentiment can be attributed to TataVistaÕs initiative on Twitter Ô#ILoveVistaBecauseÕ where people shared their Vista stories.
  • 36. 47 CATEGORY SUMMARY – BIG HATCHBACK ÔFeaturesÕ of the cars was the most talked about theme, and also generated maximum share of positive mentions in the big hatchback category. Tata Vista led the share of overall mentions and positive mentions within that. Tata Indica Vista led the share of mentions for ÔFeaturesÕ, ÔEngine specification/PowerÕ, ÔFuel EconomyÕ and ÔRide experience/PerformanceÕ. ÔLooks/DesignÕ was the second most discussed theme for this category. Tata Indica Vista leads with maximum share of positive sentiment for its Twitter contest Ð Ô#ILoveVistaBecauseÕ which generated positive mentions around the ÔLooks/DesignÕ of the car. Fiat Grand Punto had the highest share of negative mentions in the category. 40% of the negative mentions were around ÔCustomer ServiceÕ. Nissan Micra had the second highest negative mentions.
  • 37. 49 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
  • 38. 50 10% 14% 64% 63% 100% Twitter Forums Blogs Mainstream Media 12% 11% 7% 100% 70% 53% 57% 100% Spectator Owner Prospect Online Influencer/Blogger Expert 23% 31% 29% 0% 0% 13% 35% 43% 1 0% 9% 11% 0% 0% 100% 15% 12% 14% 0 0% 68% 57% 71% 100% 0% 72% 54% 43% 0 100% Spectator Owner Prospect Online Influencer/Blogger Expert Spectator Owner Prospect Owner Spectator TWITTERForumsBlogs Mainst ream Media CHANNEL BEHAVIOUR – BIG HATCHBACK - JUNE Spectators Owners Prospects Online Influencers/Bloggers TWITTER Experts Spectators Owners Prospects Owners Spectators FORUMSBLOGS MAIN STREAM MEDIA OwnersSpectators ExpertsOnline Influencers/BloggersProspects 100% 26% 23% 18% 36% 36% A large number of Owners are talking about vehicles in this category. Owners have used all the three channels - Twitter, forums and blogs to post their opinions.
  • 39. EXECUTIVE SEDAN 51 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – executive sedan attributes sentiment channel behaviour author type
  • 40. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 3 Toyota Corolla Altis 0.75 0.50 2 4 Honda Civic 0.57 0.33 3 1 Chevrolet Cruze 0.00 1.00 3 1 Hyundai Elantra 0.00 1.00 3 Renault Fluence 0.00 6 5 Skoda laura -1.00 0.00 6 Volkswagen Jetta -1.00 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 2 Honda Civic 425 304 2 3 Chevrolet Cruze 261 231 3 1 Toyota Corolla Altis 220 604 4 4 Skoda laura 153 201 5 5 Hyundai Elantra 110 78 6 7 Renault Fluence 93 46 7 6 Volkswagen Jetta 67 55 Top Gainer Honda Civic, Chevrolet Cruze, Renault Fluence Top Loser Toyota Corolla Altis Top Gainer Toyota Corolla Altis, Honda Civic Top Loser Volkswagen Jetta 52 TOP NAMEPLATES BY CATEGORY EXECUTIVE SEDAN Rank by total mentions Rank by BVI ~ News on Honda Civic halting production contributed to increase in mentions in July 2013. It has also seen a jump by the Brand Vibrancy Index rank since May 2013. Honda Civic is perceived to be one of the most desirable nameplates and a good value for money vehicle in this segment.
  • 41. 53 CATEGORY SUMMARY – EXECUTIVE SEDAN Honda Civic is the highest contributor to the overall volume of mentions, and also to the volume of positive mentions. Honda Civic had high mentions around the news of the production version of the Honda Civic Tourer unveiling at Frankfurt. Chevrolet Cruze contributed the second highest mentions. The mentions were primarily around the carÕs 2015 model launch. ÔFeaturesÕ was the most talked about attribute in the executive sedan category. ÔFeaturesÕ and ÔLooks/DesignÕ contributed the most towards the percentage of positive mentions.
  • 42. 25% 75% 50% 50% 40% 40% 20% 100% 60% 40% 50% 38% 13% 55 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 ÔCustomer ServiceÕ.
  • 43. 56 24% 19% 12% 31% 65% 50% Twitter Forums 25% 14% 100% 55% 57% 67% 100% 100% Spectator Owner Prospect Media Expert Online Influencer/ Blogger 29% 29% 0% 0% 0% 15% 50% 0% 0% 14% 100% 0% 0% 38% 0% 0% 71% 57% 0% 100% 100% 46% 50% 100% Spectator Owner Media Online Influencer/Blogger Prospect Spectator Prospect Expert TWITTERForums CHANNEL BEHAVIOUR– EXECUTIVE SEDAN - JUNE Spectators Owners Media Online Influencers/Bloggers TWITTER Prospect Spectators Prospects Experts FORUMS 24% 19% 20% 29% 33%
  • 44. MUV/MPV 57 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – muv/mpv attributes sentiment channel behaviour author type
  • 45. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 1 Mahindra Bolero 0.75 1.00 2 4 Toyota Innova 0.57 0.08 3 3 Maruti Suzuki Ertiga 0.33 0.25 4 Tata Sumo 0.00 0.33 4 8 Mahindra Xylo 0.00 -1.00 4 5 Mahindra Quanto 0.00 0.00 7 Nissan Evalia -0.33 0.00 8 7 Chevrolet Tavera -1.00 -0.33 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 4 Chevrolet Tavera 908 296 2 2 Toyota Innova 886 1,087 3 9 Tata Sumo Gold 738 63 4 3 Maruti Suzuki Ertiga 696 925 5 5 Mahindra Bolero 239 117 6 6 Nissan Evalia 206 114 7 8 Mahindra Quanto 83 65 8 7 Mahindra Xylo 82 108 9 10 Maruti Suzuki eeco 38 31 10 11 Premier Rio 16 17 58 ~ Even though Chevrolet Tavera was the top gainer by mentions in July 2013, it slipped to the 8th position by the Brand Vibrancy Index as it garnered more negative mentions. This was due to General Motors India recalling over 1.14 lakh units of the Chevrolet Tavera after an internal probe revealed that employees had been using pre-tested engines with lower emission in vehicles earmarked for testing by visiting inspectors. GM fired employees after the probe, and news of the discrepancy contributed to negative mentions for Chevrolet. Top Gainer Tata Sumo Gold Top Loser Maruti Suzuki Ertiga, Mahindra Xylo Top Gainer Mahindra Xylo Top Loser Nissan Evalia Rank by total mentions Rank by BVI TOP NAMEPLATES BY CATEGORY MUV/MPV
  • 46. 59 CATEGORY SUMMARY – MUV/MPV ~ ÔEngine specification/PowerÕ was the most mentioned attribute for MUV/ MPV category of vehicles. Maruti Suzuki Ertiga had the maximum positive sentiment under this attribute. ~ ÔFeaturesÕ was the second most talked about attribute. Toyota Innova and Maruti Suzuki Ertiga contributed mainly to the mentions around ÔFeaturesÕ, with more positive mentions than negative.
  • 47. 61 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
  • 48. 62 15% 36% 50% 62% 38% 50% 100% Twitter Forums Blogs Mainstream Media 31% 31% 48% 50% 63% 67% 50% 22% 18% 50% 0% 100% 21% 50% 25% 0% 0% 0% 0% 22% 9% 0% 0% 0% 39% 0% 75% 0% 100% 0% 0% 57% 73% 50% 100% 0% 39% 50% 0% 100% 0% 100% 100% Spectator Prospect Online Influencer/Blogger Owner Expert Spectator Owner Prospect Expert Prospect Online Influencer/Blogger Spectator TWITTERForumsBlogs Mainst ream Media CHANNEL BEHAVIOUR – MUV/MPV - JUNE Spectators Prospects Online Influencers/Bloggers Online Influencers/Bloggers TWITTER Spectators Owners Prospects Experts FORUMS Owners Prospects Online Influencers/Bloggers Spectators Experts BLOGS MAIN STREAM MEDIA 23% 26% 21% 19% 38% 33% 50%
  • 49. SPORTS CARS 63 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  • 50. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 3 Audi R8 1.00 0.88 1 5 BMW Z4 1.00 0.00 1 1 Mercedes SLS-Class 1.00 1.00 1 1 Porsche Cayman 1.00 1.00 1 - Audi TT 1.00 - 1 - Ferrari 458 Italia 1.00 - 1 - Ferrari 599 1.00 - 1 - Mitsubishi Lancer Evolution 1.00 - 9 4 Jaguar F-Type 0.86 0.50 10 5 Porsche 911 0.80 0.00 64 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 6 Jaguar F-Type 895 286 2 3 Bugatti Veyron 632 430 3 2 Lamborghini Aventador 544 520 4 1 Lamborghini Gallardo 372 1,054 5 5 Porsche 911 271 310 6 4 Porsche Cayman 176 413 7 9 Ferrari 458 Italia 107 56 8 10 BMW Z4 78 46 9 8 Mercedes SLS-Class 77 94 10 16 Mitsubishi Lancer Evolution 50 23 Top Gainer Jaguar F-Type Top Loser Lamborghini Gallardo Top Gainer BMW Z4, Top Loser TOP NAMEPLATES BY CATEGORY SPORTS CARS Rank by total mentions Rank by BVI ~ Launch of Jaguar F-Type contributed to the increase in overall volume for Jaguar in July 2013, leading it to the 1st position by total mentions. This also contributed in increase of positive mentions for Jaguar. ÔLooks/DesignÕ was the most discussed themes for the F-Type. Though there has been a dip in its rank, but it is to be noted that Jaguar F- Type has a higher Brand Vibrancy Index point this month as compared to last.
  • 51. LUXURY SEDAN 65 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  • 52. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 10 Mercedes C-Class 1.00 0.00 1 10 Volvo S60 1.00 0.00 1 10 Volkswagen Passat 1.00 0.00 1 1 Audi A6 1.00 1.00 1 1 Audi A4 1.00 1.00 1 1 BMW 3 series 1.00 1.00 1 1 Toyota Camry 1.00 1.00 1 1 BMW 5 Series 1.00 1.00 1 1 BMW GT 1.00 1.00 10 1 Mercedes E-Class 0.86 1.00 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 1 Mercedes E-Class 436 818 2 2 Skoda Superb 285 300 3 7 BMW GT 195 94 4 4 Honda Accord 182 144 5 3 Toyota Camry 127 187 6 9 Volkswagen Passat 114 77 7 8 Audi A4 98 81 8 6 BMW 3 Series 76 115 9 5 Audi A6 72 119 10 10 Mercedes C-Class 57 73 66 Top Gainer BMW GT Top Loser Audi A6 Top Gainer Mercedes C-Class, Volvo S60, Volkswagen Passat Top Loser Mercedes E-Class TOP NAMEPLATES BY CATEGORY LUXURY SEDAN Rank by total mentions Rank by BVI
  • 53. PREMIUM HATCHBACK 67 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  • 54. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 2 Mercedes A-Class 1.00 -0.59 2 1 Volkswagen Beetle 0.63 -0.30 3 BMW 1 Series 0.50 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 2 Volkswagen Beetle 387 541 2 4 BMW 1 Series 327 - 3 3 MINI Cooper 256 338 4 1 Mercedes A-Class 156 630 68 Top Gainer BMW 1 Series Top Loser Mercedes A-Class Top Gainer Mercedes A-Class Top Loser TOP NAMEPLATES BY CATEGORY PREMIUM HATCHBACK Rank by total mentions Rank by BVI ~ BMW opened the booking of its new 1 series hatchback in India. It is a competitor to the Mercedes A series. BMW India offered eight lucky winners the chance to travel to Germany all expenses paid, and drive the 1 Series at GermanyÕs Maisach circuit with Sachin Tendulkar and Armaan Ebrahim . This led to its jump in rank by total mentions.
  • 55. PREMIUM SUV 69 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  • 56. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 1 Toyota Land Cruiser 1.00 1.00 2 8 BMW X6 0.75 0.50 3 1 BMW X1 0.50 1.00 3 1 Porsche Cayenne 0.50 1.00 5 1 Audi Q7 0.33 1.00 6 1 Audi Q3 0.00 1.00 6 1 BMW X3 0.00 1.00 6 1 BMW X5 0.00 1.00 6 9 Mitsubishi Montero 0.00 0.00 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 10 Land Rover Range Rover 827 56 2 6 Porsche Cayenne 146 93 3 2 Audi Q7 131 253 4 9 BMW X6 125 65 5 8 BMW X1 102 72 6 4 BMW X5 93 138 6 1 Land Rover Range Rover Evoque 93 274 8 3 Audi Q3 68 166 9 7 Toyota Land Cruiser 51 79 10 12 BMW X3 48 42 70 Top Gainer Land Rover Range Rover Top Loser Land Rover Range Rover Evoque, Audi Q3 Top Gainer BMW X6 Top Loser Audi Q3, BMW X3, BMW x5 TOP NAMEPLATES BY CATEGORY PREMIUM SUV Rank by total mentions Rank by BVI ~ News of the launch of a long wheelbase Range Rover contributed to the jump in the rank of Land Rover Range Rover from 10th in June 2013 to 1st in July 2013 by the total mentions. ~ Since May 2013, there has been an increase in the positive sentiment for BMW. People posted pictures of BMW X6 on streets and appreciated the look of the vehicle.
  • 57. SUPER LUXURY SEDAN 71 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  • 58. July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 5 Jaguar XF 1.00 0.00 1 1 Porsche Panamera 1.00 1.00 1 Jaguar XK 1.00 4 1 Audi RS5 0.90 1.00 5 5 Mercedes S-Class 0.80 0.00 6 4 BMW M 0.71 0.50 7 1 Jaguar XJ 0.50 1.00 8 5 Audi A8 0.29 0.00 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 6 Audi RS5 611 73 2 9 Audi A8 457 54 3 2 BMW M 376 299 4 3 Mercedes S-Class 326 226 5 7 Bentley Continental GT 122 72 6 5 Jaguar XJ 120 81 7 9 Jaguar XF 85 65 8 8 Rolls-Royce Phantom 73 70 9 4 Porsche Panamera 64 91 10 14 Jaguar XK 58 28 72 Top Gainer Audi A8 Top Loser Porsche Panamera Top Gainer Jaguar XK Top Loser Jaguar XJ TOP NAMEPLATES BY CATEGORY SUPER LUXURY SEDAN Rank by total mentions Rank by BVI ~ Audi A8 which was 9th by volume in this segment in June 2013 and 8th in May 2013, has jumped to the 2nd place in July. Audi hinting at a new vehicle showcase at the upcoming Frankfurt show contributed to the increase in the volume in July 2013. ~ Jaguar XJ which was at the 1st position by the Brand Vibrancy Index in June 2013, dropped to the 7th position in July 2013. Jaguar XJ was mentioned as the most attractive car in the segment.
  • 59. HYBRID/ GREEN 73 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
  • 60. July 2013 Rank June 2013 Rank Brand name BVI score July 2013 June 2013 1 BMW i3 0.53 2 1 Toyota Prius 0.33 0.00 July 2013 Rank June 2013 Rank Brand name Volume July 2013 June 2013 1 BMW i3 1,117 - 2 1 Toyota Prius 205 222 3 2 Mahindra Reva 26 52 Top Gainer - Top Loser Toyota Prius, Mahindra Reva Top Gainer BMW i3 Top Loser Toyota Prius 74 TOP NAMEPLATES BY CATEGORY HYBRID/GREEN Rank by total mentions Rank by BVI ~ BMW revealed its first electric car BMW i3 in July 2013. ÔDesign/LooksÕ were appreciated by media but received some negative comments by the people. This new addition in the BMW family is now a part of the ÔHybrid / GreenÕ segment along with Toyota Prius and Mahindra Reva. ~ Mentions of Mahindra Reva have decreased since May 2013 at the rate of 21%.
  • 61. CHANNELS 75 channels by brand channels by brand – twitter channels by brands – forums channels by brands - blogs
  • 62. BRAND DASHBOARD 80 monitor health on the web through the brand dashboards
  • 63. 81 Brand name (listed alphabetically) Rank by mentions Rank by BVI Jul-13 Jun-13 Jul-13 Jun-13 Audi 5 3 8 2 BMW 7 22 7 3 Fiat 9 11 11 16 Ford 3 2 10 12 Honda 14 12 9 18 Hyundai 16 15 18 7 Jaguar 18 19 4 5 Mahindra 13 9 16 13 Maruti Suzuki 4 5 17 9 Mercedes-Benz 6 6 2 4 Nissan 2 4 15 8 Skoda 17 16 18 14 SsangYong Motor 28 29 $$ $$ Tata Motors 1 1 14 11 Toyota 8 8 6 17 Volkswagen 15 13 12 20 Note - - Aston Martin, Bentley, Bugatti, Force Motors, Hindustan Motors, Lamborghini, Land Rover, Mini, Rolls-Royce, SsangYong Motors and Volvo have been excluded because of extremely low volume of mentions RANK OF BRANDS
  • 64. 82 Brand Price Fuel economy/ Mileage Looks/ design Engine Specification/ Power Ride experience/ performance Features Customer Service Audi 10 21 14 13 3 13 16 BMW 11 16 16 20 6 17 13 Fiat 14 6 7 6 5 6 2 Ford 3 4 4 3 3 4 4 Honda 7 7 6 5 4 8 7 Hyundai 17 27 10 15 16 14 10 Jaguar 15 28 18 16 15 16 20 Mahindra 6 12 8 7 6 5 6 Maruti Suzuki 1 1 1 1 2 2 1 Mercedes-Benz 13 27 13 14 11 12 18 Nissan 2 4 2 8 14 7 8 Skoda 9 18 9 10 12 9 10 SsangYong Motor 23 - 27 27 32 29 14 Tata Motors 4 8 3 2 1 3 3 Toyota 12 20 12 4 7 1 9 Volkswagen 16 26 11 12 9 11 5 Note - - Aston Martin, Bentley, Bugatti, Force Motors, Hindustan Motors, Lamborghini, Land Rover, Mini, Rolls-Royce, SsangYong Motors and Volvo have been excluded because of extremely low volume of mentions RANK OF BRANDS BY ATTRIBUTES
  • 65. 83 Attributes Rank in July 2013 (By volume)* Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Price 10 10 0% 100% 0% Fuel economy/ Mileage 21 13 - - - Looks/ design 14 10 70% 10% 20% Engine Specification/ Power 13 3 85% 0% 15% Ride experience/ performance 3 3 67% 33% 0% Features 13 5 33% 33% 34% Customer Service 16 14 - - - Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Audi RS5 6 90% 10% 0% Audi A8 7 43% 43% 14% Audi Q7 ! 2 67% 0% 33% Audi A4 5 100% 0% 0% Audi A6 # 4 100% 0% 0% Audi Q3 $ 3 0% 100% 0% Audi TT % 9 100% 0% 0% Audi Q5 8 0% 0% 0% Audi A7 ' 10 0% 0% 0% Audi R8 1 100% 0% 0% By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 5 3 8 2 Volume / BVI 10,769 14,907 0.64 0.94 ~ The launch of Audi RS5 Coupe and news about the Audi A8 facelift that it is to feature LED headlamps generated high mentions and contributed to the overall volume. However, the volume has decreased this month as compared to last. The mentions around the launch of Audi RS5 Coupe were mostly positive in sentiment. ~ Compared to last month where Audi R8 was mentioned in reference to the movie ÔIron Man 3Õ, in July there were less positive mentions. *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 66. 84 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 11 17 17% 83% 0% Fuel economy/ Mileage 16 16 100% 0% 0% Looks/ design 16 19 82% 14% 5% Engine Specification/ Power 20 20 64% 36% 0% Ride experience/ performance 6 18 75% 25% 0% Features 17 18 100% 0% 0% Customer Service 13 21 100% 0% 0% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) BMW i3 1 - 59% 35% 6% BMW M 2 1 71% 29% 0% BMW 1 Series 3 - 50% 50% 0% BMW GT 4 4 100% 0% 0% BMW X6 5 6 75% 25% 0% BMW X1 6 5 50% 50% 0% BMW X5 7 2 - - - BMW Z4 8 8 100% 0% 0% BMW 3 Series 9 3 100% 0% 0% BMW 5 Series 10 7 100% 0% 0% BMW X3 11 10 - - - BMW 7 Series 12 9 - - - BMW 6 Series 13 11 - - - By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 8 22 7 3 Volume / BVI 8,108 1,022 0.64 0.82 ~ Total mentions of BMW increased in July 2013 by 693%, BMW jumped to the 8th position this month from the 22nd position, in terms of the total volume of mentions. The high mentions were around BMW unveiling the BMW i3 and BMW M5 Nighthawk. ~ The newly launched BMW i3 was received well by the media; the highlights being that the body is made of carbon- fiber reinforced plastic and the battery powered engine. It is to be noted that while the media appreciated the car in general, negative feedback around ÔLooks / DesignÕ were shared by some people. ~ Despite the higher volume of mentions, BMW dropped to the 7th position by the Brand Vibrancy Index. ~ People appreciated the ÔLooks/DesignÕ of the BMW cars. *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 67. 85 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 14 8 25% 50% 25% Fuel economy/ Mileage 6 8 0% 100% 0% Looks/ design 7 9 86% 0% 14% Engine Specification/ Power 6 7 73% 27% 0% Ride experience/ performance 5 8 43% 43% 14% Features 6 6 71% 14% 14% Customer Service 2 7 0% 43% 57% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Fiat Grand Punto 1 2 25% 45% 30% Fiat Linea 2 1 90% 10% 0% ~ With 111% increase in mentions since June 2013, Fiat gained 3 positions in rank by volume and was at the 9th position in July 2013. ~ News of Fiat launching new cars in 2014 and testing new multi jet engine for Linea contributed to the increase in buzz in July 2013. ~ Negative mentions under ÔFeaturesÕ decreased in July 2013. This resulted in the rank jump by the Brand Vibrancy Index. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 9 11 11 16 Volume / BVI 7,361 3,486 0.44 0.13 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 68. ~ There was an increase in volume because of the launch of the Ford EcoSport in June 2013. In July 2013, overall mentions dropped. However, this didnÕt have an impact on the rank of Ford in terms of volume. ~ ÔLooks/DesignÕ and ÔRide experience/ PerformanceÕ continued to generate positive mentions for Ford EcoSport. ~ Negative mentions decreased in the month of July 2013 for ÔCustomer ServiceÕ and ÔFeaturesÕ as compared to the last month. This contributed to the jump bringing Ford back up to the 10th position in July 2013 from the 12th position in June 2013, by the Brand Vibrancy Index. 86 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 3 1 75% 25% 0% Fuel economy/ Mileage 4 2 40% 60% 0% Looks/ design 4 1 78% 17% 4% Engine Specification/ Power 3 1 28% 56% 17% Ride experience/ performance 3 1 63% 25% 13% Features 4 1 55% 32% 14% Customer Service 4 1 20% 40% 40% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Ford EcoSport 1 1 57% 33% 10% Ford Figo 2 2 50% 39% 11% Ford Fiesta 3 3 71% 29% 0% Ford Classic 4 4 67% 33% 0% Ford Endeavour 5 5 100% 0% 0% By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 3 2 10 12 Volume / BVI 13,063 15,111 0.49 0.19 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 69. 87 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 7 7 57% 29% 14% Fuel economy/ Mileage 7 3 100% 0% 0% Looks/ design 6 11 63% 37% 0% Engine Specification/ Power 5 8 44% 44% 11% Ride experience/ performance 4 10 71% 21% 7% Features 8 12 73% 27% 0% Customer Service 7 6 - - - Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Honda City 1 2 15% 69% 15% Honda Jazz 2 1 92% 8% 0% Honda Amaze 3 5 88% 13% 0% Honda Civic 5 3 57% 43% 0% Honda Brio 4 6 71% 29% 0% Honda Accord 6 4 75% 25% 0% Honda CR-V 7 7 100% 0% 0% ~ The overall volume of mentions for Honda has been decreasing since June 2013. In June, it dropped one position from its 11th rank in May, and in July it dropped two more positions to settle at the 14th rank. ~ Volume of mentions for Honda Jazz increased in July 2013. These were primarily because of the shares on Twitter of the pictures of the facelifted Honda Jazz model to be launched in 2014. ~ Anticipation around the facelifted Honda Jazz model contributed to the increase in positive mentions which in turn led to a jump from the 18th position to the 9th position by the Brand Vibrancy Index. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 14 12 9 18 Volume / BVI 4,264 3,018 0.60 0.03 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 70. 89 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 15 23 0% 0% 100% Fuel economy/ Mileage 28 23 - - - Looks/ design 18 20 100% 0% 0% Engine Specification/ Power 16 17 50% 50% 0% Ride experience/ performance 15 21 - - - Features 16 21 - - - Customer Service 20 19 - - - Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Jaguar F-Type 1 2 93% 0% 7% Jaguar XJ 2 1 50% 50% 0% Jaguar XK 4 3 100% 0% 0% Jaguar XF 3 4 100% 0% 0% ~ Launch of Jaguar F-Type contributed to the increase in volume of mentions for Jaguar in July 2013. ÔLooks/DesignÕ was the most discussed theme for the F-Type. ~ Jaguar was also ranked 1st by the Brand Vibrancy Index in May 2013, again mainly due to the large number of positive conversations around F-Type. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 18 19 4 5 Volume / BVI 3,102 1,273 0.83 0.67 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 71. 90 Attributes Rank in July 2013 (By volume ) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 6 4 8% 85% 8% Fuel economy/ Mileage 12 6 0% 100% 0% Looks/ design 8 8 86% 14% 0% Engine Specification/ Power 7 9 40% 60% 0% Ride experience/ performance 6 9 60% 40% 0% Features 5 8 23% 55% 23% Customer Service 6 8 0% 0% 100% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Mahindra Scorpio 1 1 59% 18% 24% Mahindra XUV 500 2 2 13% 73% 13% Mahindra Verito Vibe 3 3 67% 0% 33% Mahindra Bolero 4 4 75% 25% 0% Mahindra Thar 5 5 50% 50% 0% Mahindra Quanto 6 6 0% 100% 0% Mahindra Xylo 7 7 0% 100% 0% Mahindra Verito 8 8 0% 0% 0% Mahindra Reva 9 9 0% 0% 0% ~ Mentions of Mahindra had already seen a drop in volume from May to June, and decreased further in July 2013. ~ The overall dip this month was due to the decrease in mentions of Mahindra Verito Vibe. ~ Mahindra Verito Vibe also drew the most share of negative sentiment across all nameplates under the brand, bringing down MahindraÕs rank by the Brand Vibrancy Index from the 13th to the 16th position. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 13 9 16 13 Volume / BVI 4,267 4,520 0.26 0.19 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 72. 91 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Price 1 2 32% 64% 5% Fuel economy/ Mileage 1 1 63% 31% 6% Looks/ design 1 3 37% 29% 33% Engine Specification/ Power 1 2 40% 52% 8% Ride experience/ performance 2 5 62% 24% 14% Features 2 2 43% 48% 10% Customer Service 1 2 22% 33% 44% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Maruti Suzuki Alto 1 1 18% 58% 24% Maruti Suzuki Swift 2 2 60% 25% 15% Maruti Suzuki Ritz 3 3 20% 60% 20% Maruti Suzuki Ertiga 4 4 58% 17% 25% Maruti Suzuki SX4 5 5 0% 0% 0% Maruti Suzuki Gypsy 6 6 91% 9% 0% Maruti Suzuki WagonR 7 7 60% 20% 20% Maruti Suzuki Swift Dzire 8 8 22% 78% 0% Maruti Suzuki A-Star 9 9 33% 44% 22% Maruti Suzuki Alto K10 10 10 0% 0% 0% Maruti Suzuki Zen Estilo 11 11 0% 0% 0% Maruti Suzuki eeco 12 12 0% 0% 0% Maruti Suzuki Grand Vitata 13 13 0% 0% 0% Maruti Suzuki Kizashi 14 14 0% 0% 0% By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 4 5 17 9 Volume / BVI 12,824 9,408 0.22 0.23 ~A 36% increase in the volume of mentions led to a jump in rank by volume for Maruti Suzuki. ~Maruti Gypsy contributed to an increase in positive mentions as it is seen as one of the most reliable off- road vehicles in India by people. ~Maruthi Suzuki Ertiga also contributed to positive mentions, with people perceiving it as being a value for money and efficient car. *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 73. ~ ~Despite a 21% increase in the volume of mentions in June 2013, there hasnÕt been a change in the rank by overall mentions; Mercedes-Benz continues to stay at the 6th position in July 2013. ~Launch of the facelifted Mercedes Benz E-Class contributed to the overall increase in mentions. ~The new look and design of the vehicle and its 9-speed gearbox generated an increase in the positive sentiment for Mercedes Benz. This contributed to a jump in rank by the Brand Vibrancy Index rank from the 4th position in June 2013 to the 2nd position in July 2013. 92 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 13 5 0% 100% 0% Fuel economy/ Mileage 27 15 - - - Looks/ design 13 5 80% 20% - Engine Specification/ Power 14 12 - - - Ride experience/ performance 11 7 100% 0% - Features 12 3 88% 13% - Customer Service 18 9 - - - Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Mercedes E-Class 1 86% 14% 0% Mercedes S-Class 2 80% 20% 0% Mercedes A-Class ! 3 100% 0% 0% Mercedes SLS-Class 4 100% 0% 0% Mercedes C-Class # 5 100% 0% 0% Mercedes M-Class $ 6 0% 0% 0% Mercedes R-Class % 7 0% 0% 0% Mercedes GL-Class % 8 0% 0% 0% Mercedes CLA-Class ' 9 0% 0% 0% Mercedes SL-Class ' 10 0% 0% 0% Mercedes SLK-Class - 0% 0% 0% By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 6 6 2 4 Volume / BVI 10,621 8,742 0.88 0.79 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 74. 94 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 9 15 0% 67% 33% Fuel economy/ Mileage 18 14 - - - Looks/ design 9 14 50% 30% 20% Engine Specification/ Power 10 18 67% 33% 0% Ride experience/ performance 12 15 67% 22% 11% Features 9 15 56% 11% 33% Customer Service 10 12 0% 0% 100% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Skoda Rapid 1 1 20% 20% 60% Skoda Superb 2 2 86% 0% 14% Skoda Fabia 3 3 25% 50% 25% Skoda laura 4 4 0% 0% 100% Skoda Yeti 5 5 33% 50% 17% ~ Despite the increase in total volume of mentions in July 2013 as compared to June 2013, Skoda lost a position in rank by volume, and was at the 17th position in July 2013. The increase in volume is due to the increase in mentions of the facelifted Skoda Superb. ~ ÔCustomer serviceÕ seems to be a problem area for Skoda. Negative feedback by people across all nameplates was seen. It is observed that prospects opt for another option instead of Skoda vehicles because of concerns about the post sales service. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 17 16 18 14 Volume / BVI 3,218 2,080 0.00 0.18 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 75. 95 Attributes Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 23 29 0% - 100% Fuel economy/ Mileage - 17 - - - Looks/ design 27 28 100% - 0% Engine Specification/ Power 27 28 100% - 0% Ride experience/ performance 32 29 - - - Features 29 29 100% - 0% Customer Service 14 23 0% - 100% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) SsangYong Rexton - - 0% 50% 50% ~ SsangYong Motors was at the 30th position in terms of volume of mentions in June 2013. It climbed up to the 28th position in July 2013. ~ The Rexton continued to drive negative mentions for ÔPriceÕ and ÔCustomer serviceÕ. ~ There was anticipation around the launch of Korando in the conversations. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 28 30 Outlier Outlier Volume / BVI 288 205 NA NA *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 76. 97 Attributes Rank in July 2013 (By volume ) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 12 9 33% 58% 8% Fuel economy/ Mileage 20 9 100% 0% 0% Looks/ design 12 6 50% 33% 17% Engine Specification/ Power 4 11 100% 0% 0% Ride experience/ performance 7 6 82% 18% 0% Features 1 10 93% 2% 5% Customer Service 9 4 0% 100% 0% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Toyota Etios 1 1 95% 3% 3% Toyota Innova 2 2 71% 14% 14% Toyota Fortuner 3 3 50% 50% 0% Toyota Corolla Altis 4 4 75% 25% 0% Toyota Prius 5 5 33% 67% 0% Toyota Etios Liva 6 7 50% 0% 50% Toyota Camry 7 6 100% 0% 0% Toyota Land Cruiser 8 8 100% 0% 0% Toyota Land Cruiser Prado 9 9 0% 0% 0% ~ With a 71% increase from June, the brand jumped to the 7th position in July 2013, up from the 8th 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 from the 17th position in June 2013 to the 6th position in July 2013. ~ The positive mentions were around the #TheRealSedan contest which not only increased the volume for Toyota Etios but also the overall mentions for the brand. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 7 8 6 17 Volume / BVI 8,977 5,265 0.81 0.11 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 77. 98 Attributes Rank in July 2013 (By volume ) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negative (In July 2013) Price 16 16 0% 67% 33% Fuel economy/ Mileage 26 10 0% 0% 100% Looks/ design 11 12 100% 0% 0% Engine Specification/ Power 12 10 25% 50% 25% Ride experience/ performance 9 11 64% 18% 18% Features 11 13 67% 0% 33% Customer Service 5 13 0% 33% 67% Nameplates Rank in July 2013 (By volume) Rank in June 2013 (By volume) Positive (In July 2013) Neutral (In July 2013) Negativ e (In July 2013) Volkswagen Polo 1 1 50% 38% 13% Volkswagen Vento 2 2 38% 25% 38% Volkswagen Beetle 3 3 75% 13% 13% Volkswagen Passat 4 4 100% 0% 0% Volkswagen Jetta 5 5 0% 0% 100% Volkswagen Touareg 6 6 0% 0% 0% Volkswagen Phaeton 7 7 0% 0% 0% ~ News that Volkswagen is working on the next-generation Polo hatchback, and that it will get the 1.0-litre three- cylinder TSI engine in India contributed majorly to overall mentions in July 2013. This also increased the positive mentions for Volkswagen overall. By volume By BVI Jul-13 Jun-13 Jul-13 Jun-13 Rank 15 13 12 20 Volume / BVI 4,195 2,908 0.33 0.00 *For theme and sentiment comparison, see last monthÕs report ** The ranks have been calculated across attributes for 36 brands covered in the report.
  • 78. 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 July 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
  • 79. Report Parameters 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 ÔIndiaÕ reflected very low volume of mentions on Facebook. Hence we did not consider Facebook data for the sample. METHODOLOGY 94
  • 80. 101 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 ÔcorrectionsÕ. 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
  • 81. THANK YOU www.blogworks.in 102 All content copyright Scenario Consulting Pvt. Ltd.

×