RENAULT KOLEOS AND THE CROSSOVER & SUV SEGMENT PRE‐CAMPAIGN AND POST‐CAMPAIGN COMPETITIVE BENCHMARK ANALYSIS IN BULGARIAN USER‐GENERATED MEDIA
Key Findings • The analysis of Bulgarian user‐generated media (UGM) in the period from September 1st to October 31st 2008 generated 149 relevant posGngs on the chief compeGtors in the crossover and SUV sectors ‐ Volkswagen Tiguan, Peugeot 4007, Nissan Qashqai, Toyota RAV4, Renault Koleos, Ford Kuga, Honda CR‐V, Hyundai Santa Fe, Opel Antara, Suzuki Grand Vitara, Citroen Crosser and Kia Sportage. • Renault Koleos and Nissan Qashqai accounted for the largest share of UGM buzz in the analyzed period (27 posGngs each) followed closely by Ford Kuga with 24 posGngs. • Peugeot 4007 and Honda CR‐V were next with 14 and 13 posGngs respecGvely while Volkswagen Tiguan and Opel Antara brought up the tail of the list with 6 relevant posGngs each. • The compeGtor that managed to a[ract the largest percentage share of brand promoters was Suzuki, whose Grand Vitara was among the compeGtors with the smallest share of coverage. The Grand Vitara generated ﬁve posGngs promoGng the brand out of a total of 7 posGngs. • Hyundai Santa Fe also a[racted a great share of promoters – 6 out of a total of nine posGngs.
Key Findings • Nissan Qashqai generated the largest share of brand detractors (15 detractors out of 27 posGngs). • Koleos had 11 detractors out of 27 posGngs. • Toyota RAV‐4 followed with four detractors out of a total of nine posGngs. • Volkswagen Tiguan was the only compeGtor that had no detractors at all, while Citroen Crosser had the largest share of posGngs that demonstrated no preference. • As regards drivers of coverage, overall quality was by far the most discussed topic across all compeGtors followed by design. • Renault Koleos’ overall qualiGes were the most keenly discussed. The largest share of a[enGon as regards design was focused on Ford Kuga. • InteresGngly enough, users expressed their dislike of Koleos’ design in eight out of the 10 posGngs speaking about design, while Kuga’s design was posiGvely appreciated by users in eight out of the 11 posGngs on the vehicle’s design. • Pricing was also a topic that generated signiﬁcant buzz especially for Ford Kuga. • Fuel consumpGon only appeared as top driver of coverage with Nissan Qashqai and here it received only posiGve menGons.
Key Findings • Extras, on the other hand, were among the top drivers of coverage for Toyota RAV‐4 only and were discussed in a negaGve tone. • The analysis of emoGonal connectors, or the emoGonal Gnge of users’ comments, yielded interesGng results. • Hyundai Santa Fe was the car to receive the largest share of approval, while Suzuki Grand Vitara was the most admired car. • Toyota RAV‐4 was the compeGtor with the least emoGonally connected coverage, while Nissan Qashqai triggered mostly disappointment. • Renault Koleos had the largest share of criGcal posGngs. It was also the only compeGtor that had skepGcism as an emoGonal connector. • Renault Koleos was also the compeGtor that triggered the greatest variety of emoGonal connectors. • The top source of user comments on the analysed models was oﬀroad‐ bulgaria.com, which featured user generated coverage on the majority of compeGtors analyzed. • Vbox7.com and automedia.bg were the second most proliﬁc sources with six threads each.
Point made that the periods compared diﬀer a lot in length, i.e. before the campaign we covered a years’ volume of publicaGons, while the second period covers only two months ader the launch of Renault Koleos, it has to be noted that as regards the volume of posGngs, in just a couple of months Koleos has moved from ﬁdh to the leading posiGon, which it shares with Nissan Qashqai.
The share of neutral posGngs about Renault Koleos has dropped considerably in the second period, increasing the share of posiGve and negaGve posGngs and proving a greater awareness of the brand among Bulgarians and the fact that they have formed an opinion about it. The share of posGngs about Volkswagen Tiguan has dropped considerably in the second period and thus the brand has moved from the leading posiGon in the ﬁrst period to lagging behind with just 6 posGngs in the second period.
The graphs in percentage points show a clearer picture of how the share of brand promoter and detractors has changed in the second period.
Here, overall quality has been assigned to posGngs commenGng the diﬀerent car makes in general, without details on a parGcular feature. So, in terms of most discussed product feature, design tops the list, followed by pricing and fuel consumpGon. Renault Koleos has kept the share of posiGve, negaGve and neutral posGngs on overall quality unvaried between the ﬁrst and second period. The situaGon changed with design – while before the campaign there were some neutral posGngs about the make’s design, ader the campaign people were either posiGve or negaGve – again, a marker for greater brand awareness.
As regards the emoGonal Gnge of users’ posGngs, the overall situaGon has changed a lot: neutrality on the segment as whole prevails in the ﬁrst period and more varied emoGonal connectors appear in the second period. This could probably be a[ributed to the fact that the launch campaign has generated more conversaGons on the segment as a whole.
The same data as the previous slide, this Gme showing the change in percentage points of each emoGonal connectors. More ‘pink’ in the second graph shows more love for the segment as a whole.
To be noted – the drop in sarcasm and the raise in approval and admiraGon in the second period.
Key Findings • Renault Koleos generated 27 user posGngs in the period from September 1 to October 31, 2008. • The promoters and detractors of the brand were almost equally distributed in Bulgarian UGM with a slight prevalence for promoters – 12 posGngs against 11 posGngs for detractors. • Promoters praised the car above all for its overall qualiGes claiming it had good design, reasonable price, many extras and low fuel consumpGon. • Users also referred to Koleos as a “great family car, safe and sturdy.” • Design was also a reason for praising the Koleos, which some users referred to as amazing, good looking and cool. • Two users claimed that the a[racGve package of extras that comes with the car would certainly boost its sales. • Detractors focused above all on the car’s design calling it downright “ugly.” One user said Koleos was “the most ridiculous car in the world”, while another claimed it was “Renault’s worst car ever.” • Three out of the eleven detractors were disgruntled by the “Korean connecGon” calling the car a “Korean miracle” and “the child of a Korean prosGtute. • One of them went so far as to say he would never drive a Korean car.
Key Findings • There were also four posGngs that expressed no preference. It is, however, worth noGng that according to one of these four users “consumers are as a rule suspicious to new models and because of the heated compeGGon in the segment Renault should oﬀer be[er guarantees if they want to conquer market share.” • There was also a user who commented on the TV ad for Koleos, which he called cool and very good. • The overall quality of the car was the strongest driver of coverage as regards the Koleos. • User senGments varied largely in this respect with 5 posiGve posGngs and 5 negaGve ones, all of them being respecGvely promoters and detractors. There were also three neutral posiGng as regards the overall quality of the car. • Design was another driver of UGM buzz. As menGoned earlier, it triggered chieﬂy negaGve posGngs. • Users demonstrated a posiGve aktude to Koleos’ pricing (2 posiGve and 1 neutral posGngs) as well as to the adverGsing campaign, the car’s extras, its safety and fuel consumpGon. • Its interior and oﬀ‐road capabiliGes, on the other hand, triggered only negaGve coverage.
Key Findings • Approval was the emoGonal connector most oden associated with Renault Koleos. People approve of the car because of the balance between its overall qualiGes, price, fuel consumpGon and extras. • CriGcism was the second most common emoGonal connector with users criGcizing Koleos above all for its design. • Three people loved the car because it is “cool,” “amazing” and “the best family car.” • Two people mocked it for being ridiculous and two were openly frustrated with it, one of them going so far as to call it “a piece of shit.” • Renault’s fan site, renault‐bg.com, was the source of three threads menGoning the Koleos. InteresGngly enough, two of the relevant posGngs on these threads were negaGve for Koleos one calling it ugly and the other claiming that “anyone who buys a Koleos would regret it.” • ArGcles on Koleos in the online ediGon of the Dnevnik daily newspaper also generated three relevant threads.
The neutral share of posGngs in the ﬁrst period has come down in the second, while due to the bigger buzz in the second period both posiGve and negaGve posGngs have come up.
Although overall quality is the greatest driver of coverage in the second period, we also noGce a more varied set of features being discussed ader the campaign. 17
There has not been a signiﬁcant change in the emoGonal Gnge of posGngs on Koleos. Percentage‐wise, neutrality has dropped, while approval and criGcism have increased – again, to be a[ributed to the fact that thanks to the campaign people have begun to form opinion about the brand. 18
There is a greater number of threads in diﬀerent outlets in the second period – including a thread on major Bulgarian online daily, Dnevnik. 19