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Blogworks IndiaAuto Social Index_June 2013
 

Blogworks IndiaAuto Social Index_June 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, ...

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. To be updated every
month from here on, the report will show monthly online movements in brand conversations and impact.

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    Blogworks IndiaAuto Social Index_June 2013 Blogworks IndiaAuto Social Index_June 2013 Presentation Transcript

    • IndiaAuto Social Index June 2013 #indiautosocial All content copyright Scenario Consulting Pvt. Ltd.
    • 2 BRANDS COVERED IN THIS REPORT
    • ~  Top brands by mentions ~  Top brands by Brand Vibrancy Index (BVI) ~  Sentiment comparison over time ~  Conversation maker of the month ~  Buzz over time ~  Sentiment over time ~  Channels & sentiment over time (only in full report) ~  Attributes & sentiment over time (only in full report) ~  Types of authors & sentiment over time (only in full report) ~  Rank of categories by volume of mentions and Brand Vibrancy Index ~  Top nameplates by categories ~  Rank by total mentions ~  Rank by BVI For SUV, Small hatchback, Big hatchback, Mid-Size sedan and Executive sedan ~  Attributes & sentiment by nameplates (only in full report) ~  Channel behaviour & author types (only in full report) ~  Category summary (only in full report) ~  Brand dashboards for Audi, BMW, Fiat, Ford, Honda, Hyundai, Jaguar, Mahindra, Maruti Suzuki, Mercedes-Benz, Nissan, Skoda, SsangYong Motors, Tata Motors, Toyota and Volkswagen (only in full report) If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report. 3 THIS ABRIDGED VERSION CONTAINS
    • 4 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. To be updated every month from here on, the report will show monthly online movements in brand conversations and impact.
    • 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 13 BRAND DASHBOARD 54 CONVERSATION MAKER 19 CHANNELS 49 CATEGORY 23 LEADERBOARD 08 brand and category leaders
    • 6 MOST MENTIONED BRAND ~ Tata Motors was the most mentioned brand online, in the month of June 2013, overtaking Audi which was the most mentioned brand online in the month of May 2013. ~ The top gainer by volume of mentions in June was Nissan. Lamborghini was the top gainer by rank as it gained 7 positions to reach the 17th position in June, from the 25th position in May 2013. MONTHLY SENTIMENT BY BRAND ~ Nissan's hatchback Micra's facelift contributed to the share of positive sentiment for Nissan. ~ Negative feedback for Toyota Etios contributed to a dip in positive sentiment for Toyota overall. BRAND VIBRANCY INDEX (BVI) Porsche, Audi and BMW are June’s most vibrant brands, displacing Lamborghini and Jaguar from the last month. Audi has been consistent at the 2nd position. BUZZ V/S SALES For Tata Motors, Nissan, Renault, Honda, Hyundai and Skoda - it appears that there is a correlation between mentions, sentiment and sales. An increase or decrease in volume and sentiment led to a corresponding increase or decrease in sales. A longer term study would reveal a more accurate correlation. EXECUTIVE SUMMARY
    • 7 CONVERSATION MAKER OF THE MONTH - FORD ECOSPORT ~ The launch of the Ford EcoSport resulted in Ford Motors’ jump in rank, from the 4th position in May to the 2nd position in June 2013, in terms of volume of mentions. ~ In the month of June 2013, at the time of the launch, the mentions around the vehicle grew by 162%. ~ The high mentions around the vehicle were due to public anticipation towards the launch and comparisons with the Renault Duster. TOP CATEGORY ~ By total mentions – In both May and June, SUVs emerged as the most talked-about category. ~ By Brand Vibrancy Index – Luxury sedans were the most vibrant category in the month of June, 2013, overtaking sports cars in May, 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
    • LEADERBOARD 08 brand and category leaders
    • 9 LEADERBOARD Rank Top-5 Most Mentioned Brands June 2013 1 Tata Motors 2 Ford 3 Audi 4 Nissan 5 Maruti Suzuki Rank Top-5 Most Vibrant Brands June 2013 1 Porsche 2 Audi 3 BMW 4 Mercedes-Benz 5 Jaguar
    • 10 LEADERBOARD Rank Top-5 Most Mentioned Nameplates - SUV 1 Ford EcoSport 2 Renault Duster 3 Tata Aria 4 Mahindra Scorpio 5 Mahindra XUV500 Rank Top-5 Most Vibrant Nameplates - SUV 1 Toyota Fortuner 2 Mahindra XUV500 3 Skoda Yeti 4 Ford EcoSport 5 Ford Endeavour Rank Top-5 Most Mentioned Nameplates – Small Hatchback 1 Tata Nano 2 Maruti Suzuki Alto 3 Mahindra Vibe 4 Maruti Suzuki Wagon R 5 Maruti Suzuki Zen Estilo Rank Top-5 Most Vibrant Nameplates – Small Hatchback 1 Honda Brio 2 Hyundai EON 3 Maruti Suzuki WagonR 4 Hyundai Santro Xing 5 Tata Nano Rank Top-5 Most Mentioned Nameplates – Mid size Sedan 1 Tata Indigo 2 Fiat Linea 3 Honda City 4 Honda Amaze 5 Renault Scala Rank Top-5 Most Mentioned Nameplates – Big Hatchback 1 Tata Indica Vista 2 Ford Figo 3 Maruti Suzuki Ritz 4 Maruti Suzuki Swift 5 Fiat Grand Punto Rank Top-5 Most Vibrant Nameplates – Mid size sedan 1 Hyundai Verna 2 Ford Classic 3 Nissan Sunny 4 Renault Scala 5 Ford Fiesta Rank Top-5 Most Vibrant Nameplates – Big Hatchback 1 Hyundai i20 2 Chevrolet Beat 3 Tata Indica Vista 4 Maruti Suzuki Ritz 5 Ford Figo SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK
    • 11 LEADERBOARD Rank Top-5 Most Mentioned Nameplates – Executive Sedan 1 Corolla Altis 2 Honda Civic 3 Chevrolet Cruze 4 Skoda Laura 5 Hyundai Elantra Rank Top-5 Most Mentioned Nameplates – MUV / MPV 1 Tata Sumo 2 Maruti Suzuki Ertiga 3 Toyota Innova 4 Mahindra Bolero 5 Mahindra Xylo Rank Top-5 Most Mentioned Nameplates – Sports Cars 1 Lamborghini Gallardo 2 Audi R8 3 Lamborghini Aventador 4 Bugatti Veyron 5 Porsche Cayman Rank Top-5 Most Mentioned Nameplates – Luxury Sedan 1 Mercedes E-class 2 Skoda Superb 3 Toyota Camry 4 Honda Accord 5 Audi A6 Rank Top-5 Most Vibrant Nameplates – Executive Sedan 1 Hyundai Elantra 2 Chevrolet Cruze 3 Corolla Altis 4 Honda Civic 5 Skoda Laura Rank Top-5 Most Vibrant Nameplates – MUV / MPV 1 Mahindra Bolero 2 Tata Sumo 3 Maruti Suzuki Ertiga 4 Toyota Innova 5 Evalia Rank Top-5 Most Vibrant Nameplates – Sports Cars 1 Lamborghini Aventador 2 Mercedes SLS-class 3 Porsche Cayman 4 Audi R8 5 Jaguar F-type Rank Top-5 Most Vibrant Nameplates – Luxury Sedan 1 Audi A4 2 Audi A6 3 BMW 3 series 4 BMW GT 5 Mercedes E-class EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN
    • 12 LEADERBOARD Rank Top-5 Most Mentioned Nameplates – Premium Hatchback 1 Mercedes A-Class 2 Beetle 3 MINI Cooper Rank Top-5 Most Mentioned Nameplates – Premium SUV 1 Land Rover Range Rover Evoque 2 Audi Q7 3 Audi Q3 4 BMW X5 5 Mitsubishi Montero Rank Top-5 Most Mentioned Nameplates – Super Luxury Sedan 1 BMW M 2 Mercedes S-class 3 Porsche Panamera 4 Jaguar XJ 5 Audi RS5 Rank Top-5 Most Mentioned Nameplates – Hybrid / Green 1 Prius 2 Mahindra Reva Rank Top-5 Most Vibrant Nameplates – Premium Hatchback 1 Mercedes A-class 2 Beetle Rank Top-5 Most Vibrant Nameplates – Premium SUV 1 BMW X1 2 Land Cruiser 3 Porsche Cayenne 4 BMW X5 5 Audi Q3 Rank Top-5 Most Vibrant – Super Luxury Sedan 1 Jaguar XJ 2 Audi RS5 3 Porsche Panamera 4 BMW M 5 BMW 7 series Rank Top-5 Most Vibrant Nameplates – Hybrid / Green 1 Prius 2 Mahindra Reva PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN
    • BUZZ 13 most mentioned brands monthly sentiment by brand brand vibrancy index buzz vs sales
    • Rank in June 2013 (May 2013) BRAND NAME Jun-13 May-13 % difference 1 (2) Tata Motors 16637 15575 7% 2 (4) Ford 15111 12467 21% 3 (1) Audi 14907 17648 -16% 4 (9) Nissan 10261 4050 153% 5 (5) Maruti Suzuki 9408 8542 10% 6 (3) Mercedes-Benz 8742 12734 -31% 7 (6) Ferrari 5328 7452 -29% 8 (8) Toyota 5265 4620 14% 9 (7) Mahindra 4520 5843 -23% 10 (10) Renault 3752 3963 -5% 11 Fiat 3486 3694 -6% 12 Honda 3018 3849 -22% 13 Volkswagen 2908 3644 -20% 14 Porsche 2653 2249 18% 15 Hyundai 2530 2620 -3% 16 Skoda 2080 2673 -22% 17 Lamborghini 1588 790 101% 18 Chevrolet 1396 1245 12% 19 Jaguar 1273 1492 -15% 20 Bugatti 1190 1323 -10% 21 Bentley 1026 1212 -15% 22 BMW 1022 1515 -33% 23 Aston Martin 820 925 -11% 24 Mitsubishi 811 827 -2% 25 Rolls-Royce 755 1033 -27% 26 MINI 449 470 -4% 27 Volvo 413 204 102% 28 Land Rover 366 524 -30% 29 Force motors 340 424 -20% 30 SsangYong Motor 205 275 -25% 31 Maserati 66 81 -19% 32 Hindustan Motors 64 79 -19% 33 Premier 18 30 -40% 34 Maybach 1 110 -99% 35 San Motors 1 0 - 14 MOST MENTIONED BRANDS By volume of mentions BRAND NAME % difference from previous month Top gainer Nissan 153% Top loser Maybach -99% By rank BRAND NAME Difference in rank Top gainer Lamborghini +8 Top loser BMW -5
    • June 2013 May 2013 Brand name Positive Neutral Negative Positive Neutral Negative Tata Motors 48% 23% 29% 38% 41% 21% Ford 37% 46% 17% 67% 23% 11% Maruti Suzuki 53% 17% 30% 51% 21% 29% Mahindra 45% 28% 26% 43% 23% 33% Honda 48% 6% 45% 60% 20% 20% Renault 43% 18% 40% 47% 27% 27% Toyota 47% 17% 36% 55% 36% 9% Fiat 48% 17% 35% 55% 10% 35% Mercedes-Benz 79% 21% 0% 81% 11% 7% Skoda 55% 9% 36% 45% 30% 25% Volkswagen 45% 9% 45% 47% 12% 41% BMW 82% 18% 0% 80% 13% 7% Lamborghini 62% 31% 8% 86% 14% 0% Hyundai 64% 18% 18% 75% 25% 0% Audi 94% 6% 0% 85% 8% 8% Nissan 63% 13% 25% 25% 13% 63% Porsche 100% 0% 0% 67% 33% 0% Chevrolet 57% 0% 43% 80% 0% 20% Bugatti 60% 0% 40% 83% 0% 17% Jaguar 67% 33% 0% 86% 14% 0% Land Rover 67% 33% 0% 100% 0% 0% Aston Martin 0% 0% 0% 75% 25% 0% Force motors 100% 0% 0% 0% 0% 0% Mitsubishi 100% 0% 0% 0% 100% 0% MINI 100% 0% 0% 0% 0% 0% Bentley 100% 0% 0% 0% 100% 0% SsangYong Motor 0% 0% 0% 0% 0% 0% Rolls-Royce 0% 0% 0% 100% 0% 0% 15 Tata Motors: Increase in positive sentiment for Tata Nano and Tata Indica Vista contributed to overall positive sentiment increase. As compared to May 2013, increase in negative sentiment for Tata Indigo and Tata Sumo contributed to increase in negative sentiment. Maruti Suzuki: There was an activity initiated by Maruti on Twitter ‘#TipTopWagonR’ that contributed to positive buzz. Ford Motor: There was a marginal decrease in positive sentiment for Ford Ecosport in June 2013. MONTHLY SENTIMENT BY BRAND – June 2013 Tata Motors: Increase in positive sentiment for Tata Nano and Tata Indica Vista contributed to overall positive sentiment increase. As compared to May 2013, increase in negative sentiment for Tata Indigo and Tata Sumo contributed to overall increase in negative sentiment. Maruti Suzuki: There was an activity initiated by Maruti on Twitter ‘#TipTopWagonR’ that contributed to positive buzz. Ford: Ford saw a significant shift in both positive and negative sentiment in June 2013. The positive mentions in May 2013 were in anticipation of the Ford EcoSport launch. In June 2013, after the launch, users’ reviews and concerns contributed to a dip in the share of positive mentions and an increase in the share of negative mentions.
    • 16 By negative mentions Brand name % difference of negative mentions from previous month Maximum increase Toyota 297% Maximum decrease Mercedes-Benz 100% BMW 100% SsangYong Motor 100% By positive mentions Brand name % difference of positive mentions from previous month Gainers Nissan +150% Losers Aston Martin -100% Rolls-Royce -100% SsangYong Motor -100% The Micra facelift contributed to positive sentiment for Nissan. Aston Martin V12 Vantage S’s launch in May 2013 contributed to positive mentions. In the following month, the conversations settled and hence there was a dip in the volume of overall conversations. Users questioned the quality of Toyota Etios – Features, Looks/Design, Engine Specification/ Power were given negative feedback. MONTHLY SENTIMENT BY BRAND – June 2013
    • 17 Inspired by the Net Promoter Score, Brand VibrancyIndex is the difference between share of positive mentions and share of negative mentions Rank in June 2013 (May 2013) Brand name Score in June 2013 Score in May 2013 1 (8) Porsche 1.00 0.67 2 (3) Audi 0.94 0.77 3 (6) BMW 0.82 0.73 4 (5) Mercedes-Benz 0.79 0.74 5 (1) Jaguar 0.67 0.86 6 (1) Lamborghini 0.54 0.86 7 (4) Hyundai 0.45 0.75 8 (20) Nissan 0.38 -0.38 9 (13) Maruti Suzuki 0.23 0.22 10 (7) Bugatti 0.20 0.67 11 (17) Tata Motors 0.20 0.17 12 (10) Ford 0.19 0.56 13 (18) Mahindra 0.19 0.10 14 (15) Skoda 0.18 0.20 15 (9) Chevrolet 0.14 0.60 16 (14) Fiat 0.13 0.20 17 (11) Toyota 0.11 0.45 18 (12) Honda 0.03 0.40 19 (15) Renault 0.03 0.20 20 (19) Volkswagen 0.00 0.06 Note - San, Premier, Maybach, Hindustan Motors, Maserati, SsangYong Motor, Volvo, Force Motors, Land Rover, Mini, Mitsubishi, Aston Martin, Rolls-Royce, Bentley have been excluded because extremely low volume of mentions. BRAND VIBRANCY INDEX Inspired by the Net Promoter Score, Brand Vibrancy Index = (% of positive mentions) – (% of negative mentions)
    • Brand June 2013 – mentions May 2013 - mentions Volume difference June 2013 – brand sentiment (overall average) * May 2013 – brand sentiment (Overall average) * Sentiment difference June 2013 Sales May 2013 Sales Sales difference Tata Motors 16637 15575 7% 2.2 2.2 1% 11804 11134 6% Ford 15111 12467 21% 2.2 2.6 -14% 7145 4002 79% Nissan 10261 4050 153% 2.4 2.1 46% 2954 2080 42% Maruti Suzuki 9408 8542 10% 2.2 1.6 1% 77002 77821 -1% Toyota 5265 4620 14% 2.1 2.5 -14% 11010 10023 10% Mahindra 4520 5843 -23% 2.2 2.2 4% 17232 22244 -23% Renault 3752 3963 -5% 2.0 2.2 -8% 6007 6300 -5% Fiat 3486 3694 -6% 2.1 2.4 -3% 775 620 25% Honda 3018 3849 -22% 2.0 2.2 -15% 9297 11340 -18% Volkswagen 2908 3644 -20% 2.0 2.1 -3% 5356 5116 5% Hyundai 2530 2620 -3% 2.5 2.2 -11% 30610 32102 -5% Skoda 2080 2673 -22% 2.2 2.8 -1% 1579 1916 -18% Chevrolet 1396 1245 12% 2.1 2.6 -18% 6575 8496 -23% Mitsubishi 811 827 -2% 3.0 2.0 50% 116 144 -19% 18 ~ For brands Tata Motors, Nissan, Renault, Honda, Hyundai and Skoda - it appears that there is a correlation between mentions, sentiment and sales. An increase or decrease in volume and sentiment led to a corresponding increase or decrease in sales. ~ Brands could provoke owners to have more open conversations to influence purchase opinions. * 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
    • CONVERSATION MAKER 19 find out which brand generated the most conversations Ford EcoSport CONVERSATION MAKER OF THE MONTH conversation maker of the month buzz over time sentiment over time channels & sentiment over time (only in full report) attributes & sentiment over time (only in full report) types of authors & sentiment over time (only in full report)
    • 20 2,510 6,574 May 2013 June 2013 ~ In the months of May 2013 and June 2013, Ford EcoSport had the highest mentions across all nameplates. ~ The high mentions around the vehicle were due to public anticipation towards the launch, and comparisons with the Renault Duster. ~ In the month of June 2013, the mentions around the vehicle grew by 162%, as the vehicle was launched in the market. 7 May, 2013: Ford EcoSport’s mega global media drive in Goa 19 June 2013, 2013: Ford’s official announcement on the launch date of EcoSport 26 June 2013, 2013: Ford EcoSport launched In India BUZZ OVER TIME > FORD ECOSPORT
    • Month Positive Neutral Negative May 2013 – June 2013 52% 36% 11% 21 Month Positive Neutral Negative May 2013 69% 25% 6% June 2013 32% 15% 18% ~ While the overall positive mentions were higher than the negative mentions, a deeper dive into the data revealed that most of the positive mentions were before the launch of the vehicle. Post the launch, the mentions reflected mixed sentiments. ~ Ford EcoSport has been mentioned much in terms of comparison with Renault Duster, its direct competitor. Sharper comparison were observed after the vehicle was launched, in terms of Looks/ Design, Features and Price. SENTIMENT OVER TIME > FORD ECOSPORT
    • www.blogworks.in If you are a FMCG, Auto, Fashion & Lifestyle, Telecom or a BFSI brand, our combination of Listening, Asking and Rich Offline Profiling will help you develop a go-to-market strategy. INSIGHTS TO PROVOCATIONS The future of research 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. If you are keen to explore how we can provide you with rich insights and translate them into strategic interventions, write to us at insights@blogworks.in or call us at +91 9910034330 We help you understand: Who is talking? §  Influencers, friends and detractors What are they talking about? §  Relevant themes §  Emerging sentiment Opportunities / Crises When are they talking? §  Stages in the purchase funnel Where are the talking? §  Channels driving conversations §  User behaviour on these channels
    • CATEGORY 23 top categories: rank by total mentions rank by brand vibrancy index (bvi)
    • June 2013 Rank May 2013 Rank Category June 2013 May 2013 1 1 SUV 14290 12451 2 3 Small hatchback 11109 10307 3 2 Mid-size sedan 10129 10775 4 4 Big hatchback 9133 8482 5 6 MUV/MPV 4561 3302 6 5 Sports car 4195 3697 7 8 Luxury sedan 2232 1936 8 11 Executive sedan 1519 1491 9 7 Premium hatchback 1509 2397 10 10 Premium SUV 1495 1864 11 9 Super-luxury sedan 1245 1866 12 12 Hybrid/Green 274 248 June 2013 Rank May 2013 Rank Category June 2013 score May 2013 score 1 11 Luxury Sedan 1.00 0.17 2 4 Premium SUV 0.91 0.58 3 1 Sports Cars 0.63 0.80 3 1 SUV 0.63 0.80 3 3 Super luxury sedan 0.63 0.79 6 5 Premium hatchback 0.60 0.56 7 10 Executive sedan 0.50 0.24 8 9 Big hatchback 0.40 0.35 9 12 Small hatchback 0.29 -0.02 10 8 MUV/MPV 0.20 0.36 11 6 Hybrid/Green 0.00 0.50 12 7 Mid-size sedan -0.06 0.38 24 Rank by total mentions Rank by BVI Top Gainer Luxury Sedan Top Loser Hybrid/Green, Mid-size sedan Top Gainer Executive sedan Top Loser Premium hatchback, Super luxury sedan TOP CATEGORIES
    • SUV 25 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) in full report you can find attributes & sentiment channel behaviour & author type category summary If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report.
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 4 Toyota Fortuner 0.50 0.50 2 7 Mahindra XUV500 0.41 0.20 3 6 Skoda Yeti 0.20 0.25 4 3 Ford EcoSport 0.15 0.64 5 1 Ford Endeavour 0.00 1.00 5 10 Mahindra Thar 0.00 -1.00 8 9 Mahindra Scorpio -0.06 0.03 9 8 Renault Duster -0.09 0.06 10 5 Tata Aria -0.15 0.35 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 2 Ford EcoSport 6574 2510 2 4 Renault Duster 2138 1459 3 3 Tata Aria 1607 1973 4 1 Mahindra Scorpio 1245 3860 5 5 Mahindra XUV500 845 650 6 6 Skoda Yeti 478 434 7 8 Toyota Fortuner 368 314 8 7 Force motors One 340 424 9 10 Ford Endeavour 164 100 10 9 Mahindra Thar 119 120 Top Gainer Renault Duster Top Loser Mahindra Scorpio Rank by total mentions Top Gainer Mahindra Thar, Mahindra XUV500 Top Loser Tata Aria Rank by BVI Launch of Ford EcoSport created huge buzz online. Mentions of Ford EcoSport increased by 162% in June 2013 over May 2013. Decline in mentions under Mahindra Scorpio contributed to the overall decline in volume for Mahindra. The most vibrant brand for the month of June 2013 was Toyota Fortuner. Ford Endeavour slipped from being the most vibrant brand in the month of May 2013 to the 5th position in June 2013. 26 TOP NAMEPLATES BY CATEGORY > SUV
    • SMALL HATCHBACK 27 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) in full report you can find attributes & sentiment channel behaviour & author type category summary If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report.
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 4 Honda Brio 1.00 0.18 1 5 Hyundai EON 1.00 0.00 3 3 Maruti Suzuki WagonR 0.64 0.21 4 5 Hyundai Santro Xing 0.50 0.00 5 10 Tata Nano 0.35 -0.10 6 5 Mahindra Vibe 0.21 0.00 7 11 Maruti Suzuki Alto 0.20 -0.19 8 5 Maruti Suzuki A-star 0.00 0.00 8 12 Maruti Suzuki Zen Estilo 0.00 -0.50 10 1 Chevrolet Spark -1.00 1.00 10 1 Maruti Suzuki Alto K10 -1.00 1.00 10 5 Hyundai i10 -1.00 0.00 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Tata Nano 4892 6267 2 2 Maruti Suzuki Alto 2389 1855 3 10 Mahindra Vibe 1363 6 4 4 Maruti Suzuki Wagon R 1065 454 5 5 Maruti Suzuki Zen Estilo 308 330 6 3 Honda Brio 301 586 7 6 Hyundai i10 207 272 8 7 Hyundai Santro Xing 187 174 9 8 Chevrolet Spark 135 135 10 9 Hyundai EON 93 102 Top Gainer Mahindra Vibe Top Loser Honda Brio Rank by total mentions Top Gainer Tata Nano Top Loser Chevrolet Spark, Maruti Suzuki Alto K10 Rank by BVI ~ Mahindra saw a significant jump after the launch announcement of Mahindra Verito Vibe. Car suspension, handling and cabin space were some features appreciated the most by people who test-drove it. ~ Honda Brio emerged as the most vibrant brand in the category as people talked about its looks and new features added to the VX trim of Brio such as driver’s seat height adjustment capability and rear demister. 28 TOP NAMEPLATES BY CATEGORY > SMALL HATCHBACK
    • MID SIZE SEDAN 29 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) in full report you can find attributes & sentiment channel behaviour & author type category summary If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report.
    • June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Tata Indigo 3878 2797 2 6 Fiat Linea 959 647 3 5 Honda City 821 689 4 3 Honda Amaze 721 1128 5 4 Renault Scala 568 1019 6 7 Maruti Suzuki Swift Dzire 441 519 7 8 Vento 397 404 8 9 Tata Manza 330 352 9 2 Ford Fiesta 315 1475 10 10 Etios 270 292 June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 6 Hyundai Verna 1.00 0.67 1 14 Ford Classic 1.00 0.00 1 17 Nissan Sunny 1.00 -1.00 4 10 Renault Scala 0.67 0.36 5 12 Ford Fiesta 0.50 0.24 6 16 Fiat Linea 0.31 -0.33 7 1 Mahindra Verito 0.00 1.00 7 14 Hyundai Accent 0.00 0.00 9 9 Honda City -0.15 0.40 10 11 Tata Indigo -0.16 0.25 30 Top Gainer Fiat Linea Top Loser Ford Fiesta Top Gainer Nissan Sunny Top Loser Mahindra Verito ∼  Fiat Linea climbed to the 2nd position in June 2013 from the 8th position in May 2013, in terms of total mentions, mainly due to a thread on the Team Fiat India forum arranging an anniversary meet, which drew a lot of conversations. ∼  Hyundai Verna emerged as the most vibrant brand in the month of June 2013. TOP NAMEPLATES BY CATEGORY > MID-SIZE SEDAN Rank by total mentions Rank by BVI
    • BIG HATCHBACK 31 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) in full report you can find attributes & sentiment channel behaviour & author type category summary If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report.
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 1 Hyundai i20 1.00 1.00 1 10 Chevrolet Beat 1.00 0.00 3 7 Tata Indica Vista 0.70 0.31 4 5 Maruti Suzuki Ritz 0.62 0.83 5 7 Ford Figo 0.54 0.31 6 1 Honda Jazz 0.33 1.00 7 12 Nissan Micra 0.20 -0.25 8 1 Chevrolet Sail U-VA 0.00 1.00 8 10 Skoda Fabia 0.00 0.00 10 6 Fiat Grand Punto -0.10 0.43 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Tata Indica Vista 2180 1461 2 2 Ford Figo 1529 1254 3 4 Maruti Suzuki Ritz 1123 1046 4 5 Maruti Suzuki Swift 1051 917 5 3 Fiat Grand Punto 978 1069 6 7 Nissan Micra 638 503 7 6 Volkswagen Polo 401 727 8 8 Honda Jazz 346 356 9 9 Hyundai i20 341 288 10 10 Etios Liva 166 141 32 Top Gainer Maruti Suzuki Ritz, Maruti Suzuki Swift, Nissan Micra Top Loser Fiat Grand Punto Top Gainer Chevrolet Beat Top Loser Chevrolet Sail U-VA TOP NAMEPLATES BY CATEGORY > BIG HATCHBACK Rank by total mentions Rank by BVI
    • EXECUTIVE SEDAN 33 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) in full report you can find attributes & sentiment channel behaviour & author type category summary If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report.
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 1 Hyundai Elantra 1.00 1.00 1 4 Chevrolet Cruze 1.00 0.00 3 3 Corolla Altis 0.50 0.40 4 6 Honda Civic 0.33 -0.25 5 2 Skoda Laura 0.00 0.67 5 4 Volkswagen Jetta 0.00 0.00 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Corolla Altis 604 454 2 2 Honda Civic 304 342 3 4 Chevrolet Cruze 231 205 4 3 Skoda Laura 201 318 5 6 Hyundai Elantra 78 65 6 5 Volkswagen Jetta 55 68 7 7 Renault Fluence 46 42 Top Gainer Chevrolet Cruze, Hyundai Elantra Top Loser Skoda Laura, Volkswagen Jetta Top Gainer Chevrolet Cruze Top Loser Skoda Laura 34 TOP NAMEPLATES BY CATEGORY > EXECUTIVE SEDAN Rank by total mentions Rank by BVI
    • MUV/MPV 35 top nameplates : rank by total mentions rank by bvi (brand vibrancy index) in full report you can find attributes & sentiment channel behaviour & author type category summary If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report.
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 2 Mahindra Bolero 1.00 0.75 2 3 Tata Sumo 0.33 0.70 3 6 Maruti Suzuki Ertiga 0.25 0.33 4 5 Toyota Innova 0.08 0.33 5 7 Nissan Evalia 0.00 -1.00 5 7 Mahindra Quanto 0.00 -1.00 7 1 Chevrolet Tavera -0.33 1.00 8 4 Mahindra Xylo -1.00 0.50 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Tata Sumo 1721 906 3 2 Maruti Suzuki Ertiga 925 839 2 3 Toyota Innova 1087 783 5 4 Mahindra Bolero 117 240 7 5 Mahindra Xylo 108 163 6 6 Nissan Evalia 114 106 4 7 Chevrolet Tavera 296 94 8 8 Mahindra Quanto 65 61 10 9 Maruti Suzuki eeco 31 57 9 10 Tata Sum Gold 63 0 36 Even though Chevrolet Tavera was the top gainer by mentions in June 2013, it slipped to the 7th position by the Brand Vibrancy Index as it garnered more negative mentions. The negative mentions were around the Tavera emitting black smoke and its cramped interiors. In July 2013, GM India had announced that it was recalling the Chevrolet Tavera BS3 (2.5L variant) and BS4 (2.0L variant) models from the years 2005-2013 to address emission and specification issues. Top Gainer Chevrolet Tavera Top Loser Mahindra Xylo Top Gainer Maruti Suzuki Ertiga Top Loser Chevrolet Tavera Rank by total mentions Rank by BVI TOP NAMEPLATES BY CATEGORY > MUV/MPV
    • SPORTS CARS 37 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
    • June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Lamborghini Aventador 1.00 1.00 1 1 Mercedes SLS-class 1.00 1.00 1 11 Porsche Cayman 1.00 0.50 4 6 Audi R8 0.88 0.88 5 7 Jaguar F-type 0.50 0.80 6 9 Lamborghini Gallardo 0.40 0.67 7 8 Bugatti Veyron 0.20 0.67 8 1 370Z 0.00 1.00 8 1 Audi A8 0.00 1.00 8 1 BMW Z4 0.00 1.00 8 9 Porsche 911 0.00 0.67 38 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 6 Lamborghini Gallardo 1054 281 2 1 Audi R8 580 978 3 2 Lamborghini Aventador 520 486 4 3 Bugatti Veyron 430 411 5 7 Porsche Cayman 413 203 6 5 Porsche 911 310 383 7 4 Jaguar F-type 286 391 8 8 Aston Martin V8 Vantage 96 131 9 9 Mercedes SLS-Class 94 57 10 10 Ferrari 458 Italia 56 50 Top Gainer Lamborghini Gallardo Top Loser Jaguar F-type Top Gainer Porsche Cayman Top Loser 370Z, Audi A8, BMW Z4 TOP NAMEPLATES BY CATEGORY > SPORTS CARS Rank by total mentions Rank by BVI
    • LUXURY SEDAN 39 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 1 Audi A4 1.00 1.00 1 1 Audi A6 1.00 1.00 1 1 BMW 3 series 1.00 1.00 1 1 BMW GT 1.00 1.00 1 1 Mercedes E-class 1.00 1.00 2 7 BMW 5 series 1.00 0.00 2 7 Honda Accord 1.00 0.00 9 1 Mercedes C-class 0.00 1.00 10 10 Maruti Suzuki Kizashi 0.00 -1.00 10 10 Passat 0.00 -1.00 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 4 Mercedes E-class 818 135 2 1 Skoda Superb 300 494 3 5 Toyota Camry 187 131 4 2 Honda Accord 144 192 5 6 Audi A6 119 124 6 7 BMW 3 series 115 119 7 3 BMW GT 94 161 8 8 Audi A4 81 86 9 9 Passat 77 84 10 10 Mercedes C-class 73 64 40 Top Gainer Mercedes E-class Top Loser BMW GT Top Gainer BMW 5 Series, Honda Accord Top Loser Mercedes C-Class Launch of the new Mercedes E class and its reviews contributed to the higher mentions in June 2013. TOP NAMEPLATES BY CATEGORY > LUXURY SEDAN Rank by total mentions Rank by BVI
    • PREMIUM HATCHBACK 41 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 1 Mercedes A-class 0.80 0.71 2 2 Volkswagen Beetle 0.40 0.00 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Mercedes A-Class 630 1550 2 2 Volkswagen Beetle 541 491 3 3 MINI Cooper 338 358 42 Top Gainer NA Top Loser NA Top Gainer NA Top Loser NA TOP NAMEPLATES BY CATEGORY > PREMIUM HATCHBACK Rank by total mentions Rank by BVI
    • PREMIUM SUV 43 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 1 BMW X1 1.00 1.00 1 1 Land Cruiser 1.00 1.00 1 1 Porsche Cayenne 1.00 1.00 4 6 BMW X5 1.00 0.50 5 7 Audi Q3 1.00 0.00 5 7 BMW X3 1.00 0.00 7 9 Audi Q7 1.00 -1.00 8 9 BMW X6 0.50 -1.00 9 1 Audi Q5 0.00 1.00 9 1 Mercedes GL class 0.00 1.00 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 10 Land Rover Range Rover Evoque 274 73 2 3 Audi Q7 253 129 3 8 Audi Q3 166 93 4 2 BMW X5 138 177 5 7 Mitsubishi Montero 103 95 6 5 Porsche Cayenne 93 107 7 9 Land Cruiser 79 76 8 4 BMW X1 72 116 9 6 BMW X6 65 105 10 1 Land Rover Range Rover 56 410 44 Top Gainer Land Rover Range Rover Evoque Top Loser Land Rover Range Rover Top Gainer BMW X7, BMW X3, Audi Q3, Audi Q7 Top Loser Audi Q5, Mercedes GL class Land Rover Range Rover Evoque was the biggest gainer in June 2013 and it moved from the 10th position in May 2013 to the 1st position in June 2013 within its category. The conversations centered around the aspirational value of the vehicle. TOP NAMEPLATES BY CATEGORY > PREMIUM SUV Rank by total mentions Rank by BVI
    • SUPER LUXURY SEDAN 45 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
    • June 2013 Rank May 2013 Rank Brand name BVI score June 2013 May 2013 1 1 Jaguar XJ 1.00 1.00 2 6 Audi RS5 1.00 0.00 2 6 Porsche Panamera 1.00 0.00 4 1 BMW M 0.50 1.00 5 1 BMW 7 series 0.00 1.00 5 1 Jaguar XF 0.00 1.00 6 5 Mercedes S-class 0.00 0.50 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 2 BMW M 299 454 2 1 Mercedes S-class 226 619 3 8 Porsche Panamera 91 56 4 4 Jaguar XJ 81 82 5 8 Audi RS5 73 39 6 7 Bentley Continental GT 72 68 7 5 Rolls-Royce Phantom 70 81 8 6 Jaguar XF 65 67 9 8 Audi A8 54 55 10 3 BMW 7 series 43 109 46 Top Gainer Porsche Panamera Top Loser BMW 7 series Top Gainer Audi RS5, Porsche Panamera Top Loser BMW 7 series, Jaguar XF TOP NAMEPLATES BY CATEGORY > SUPER LUXURY SEDAN Rank by total mentions Rank by BVI
    • HYBRID/ GREEN 47 top nameplates : rank by total mentions rank by bvi (brand vibrancy index)
    • June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 2 Toyota Prius 0.0 0 2 1 Mahindra Reva 0.0 1 June 2013 Rank May 2013 Rank Brand name Volume June 2013 May 2013 1 1 Toyota Prius 222 177 2 2 Mahindra Reva 52 71 Top Gainer NA Top Loser NA Top Gainer Toyota Prius Top Loser Mahindra Reva 48 TOP NAMEPLATES BY CATEGORY > HYBRID/GREEN Rank by total mentions Rank by BVI
    • CHANNELS 49 channels by brand channels by brand – twitter channels by brands – forums channels by brands - blogs
    • 50 88% 60% 68% 74% 76% 70% 62% 35% 80% 89% 67% 89% 68% 73% 76% 87% 62% 88% 88% 95% 90% 83% 81% 69% 90% 88% 89% 86% 78% 71% 92% 82% 67% 100% 8% 34% 24% 21% 20% 26% 32% 62% 6% 5% 30% 5% 29% 26% 17% 8% 32% 7% 7% 3% 7% 15% 2% 25% 6% 6% 6% 11% 11% 25% 6% 18% 33% 0% 1% 4% 4% 2% 2% 3% 3% 2% 6% 1% 1% 3% 1% 1% 5% 3% 2% 2% 3% 0% 1% 1% 2% 1% 1% 2% 2% 1% 1% 3% 2% 0% 0% 0% 1% 2% 3% 2% 2% 1% 2% 1% 7% 1% 1% 1% 1% 0% 1% 1% 3% 2% 2% 1% 1% 1% 14% 4% 1% 1% 2% 2% 8% 0% 0% 0% 0% 0% Tata Motors Ford Maruti Suzuki Mahindra & Mahindra Toyota Renault Honda Fiat Mercedes-Benz Lamborghini Volkswagen Audi Hyundai Skoda Nissan BMW Chevrolet Porsche Jaguar Bugatti Land Rover MINI Force motors Mitsubishi Aston Martin Bentley Ferrari Rolls Royce Volvo Ssangyong Maserati Premier Hindustan Motors San Twitter Forums Blogs Mainstream Media Aggregator YouTube Flickr Facebook 14722 8764 7817 4044 2983 2803 2710 1937 1899 1574 1488 1433 1318 1285 1083 993 930 916 460 430 362 340 340 272 195 130 125 107 73 73 64 17 3 CHANNELS BY BRANDS
    • 51 88% 60% 68% 74% 76% 70% 62% 35% 80% 89% 67% 89% 68% 73% 76% 87% 62% 88% 88% 95% 90% 83% 81% 69% 90% 88% 89% 86% 78% 71% 92% 82% 67% 100% Tata Motors Ford Maruti Suzuki Mahindra & Mahindra Toyota Renault Honda Fiat Mercedes-Benz Lamborghini Volkswagen Audi Hyundai Skoda Nissan BMW Chevrolet Porsche Jaguar Bugatti Land Rover MINI Force motors Mitsubishi Aston Martin Bentley Ferrari Rolls Royce Volvo Ssangyong Maserati Premier Hindustan Motors San CHANNELS BY BRANDS > TWITTER
    • 52 8.27% 33.79% 24.08% 20.67% 19.61% 25.54% 32.44% 61.74% 6.06% 5.02% 29.84% 4.95% 29.06% 25.76% 16.90% 7.85% 32.04% 6.77% 7.17% 3.02% 6.91% 15.00% 2.06% 25.37% 5.64% 6.15% 5.60% 11.21% 10.96% 24.66% 6.25% 17.65% 33.33% 0.00% Tata Motors Ford Maruti Suzuki Mahindra & Mahindra Toyota Renault Honda Fiat Mercedes-Benz Lamborghini Volkswagen Audi Hyundai Skoda Nissan BMW Chevrolet Porsche Jaguar Bugatti Land Rover MINI Force motors Mitsubishi Aston Martin Bentley Ferrari Rolls Royce Volvo Ssangyong Maserati Premier Hindustan Motors San CHANNELS BY BRANDS > FORUMS
    • 53 1.31% 4.03% 3.89% 2.27% 1.51% 3.14% 2.80% 1.65% 5.79% 1.46% 1.48% 3.00% 1.06% 0.78% 5.17% 2.62% 2.26% 1.86% 2.61% 0.00% 1.38% 0.88% 1.76% 1.47% 1.03% 1.54% 2.40% 0.93% 1.37% 2.74% 1.56% 0.00% 0.00% 0.00% Tata Motors Ford Maruti Suzuki Mahindra & Mahindra Toyota Renault Honda Fiat Mercedes-Benz Lamborghini Volkswagen Audi Hyundai Skoda Nissan BMW Chevrolet Porsche Jaguar Bugatti Land Rover MINI Force motors Mitsubishi Aston Martin Bentley Ferrari Rolls Royce Volvo Ssangyong Maserati Premier Hindustan Motors San CHANNELS BY BRANDS > BLOGS
    • BRAND DASHBOARD 54 monitor health on the web through the brand dashboards (only in full report) If you are an auto brand, write to anurag.bhattacharyya@blogworks.in for the full report.
    • 55 Brand name (listed alphabetically) Rank by mentions Rank by BVI June 2013 May 2013 June 2013 May 2013 Audi 3 1 2 3 BMW 22 17 3 6 Fiat 11 12 16 14 Ford 2 4 12 10 Honda 12 11 18 12 Hyundai 15 15 7 4 Jaguar 19 18 5 1 Mahindra 9 7 13 18 Maruti Suzuki 5 5 9 13 Mercedes-Benz 6 3 4 5 Nissan 4 9 8 20 Skoda 16 14 14 15 SsangYong Motor 30 29 Outlier Outlier Tata Motors 1 2 11 17 Toyota 8 8 17 11 Volkswagen 13 13 20 19 Note - San, Premier, Maybach, Hindustan Motors, Maserati, SsangYong Motor, Volvo, Force Motors, Land Rover, Mini, Mitsubishi, Aston Martin, Rolls-Royce, Bentley have been excluded because extremely low volume of mentions. RANK OF BRANDS
    • 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 May 2013 and Junel 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
    • 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 ‘India’ reflected very low volume of mentions on Facebook. Hence we did not consider Facebook data for the sample. METHODOLOGY 94
    • 58 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
    • THANK YOU www.blogworks.in 59 All content copyright Scenario Consulting Pvt. Ltd.