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BRAND PATRONAGE COMPARISON - HOW SOCIAL MEDIA CAN BE USED AS A STRATEGIC TOOL FOR APPAREL COMPANIES
 

BRAND PATRONAGE COMPARISON - HOW SOCIAL MEDIA CAN BE USED AS A STRATEGIC TOOL FOR APPAREL COMPANIES

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This presentation shows how social media can be used by apparel companies in their strategic planning and decision making activities

This presentation shows how social media can be used by apparel companies in their strategic planning and decision making activities

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    BRAND PATRONAGE COMPARISON - HOW SOCIAL MEDIA CAN BE USED AS A STRATEGIC TOOL FOR APPAREL COMPANIES BRAND PATRONAGE COMPARISON - HOW SOCIAL MEDIA CAN BE USED AS A STRATEGIC TOOL FOR APPAREL COMPANIES Presentation Transcript

    • BRAND PATRONAGE COMPARISON
      HOW SOCIAL MEDIA CAN BE USED AS A STRATEGIC TOOL FOR APPAREL COMPANIES
      1
      © InRev Systems 2011
    • AGENDA
      B
      PLAYERS SOCIAL MEDIA PROFILE
      1.
      2
      © InRev Systems 2011
      1
      2
      RESEARCH FINDINGS
      3
      MAPPING PLAYERS
    • PLAYERS SOCIAL MEDIA PROFILE (1/4)
      3
      © InRev Systems 2011
      Nike’s Facebook Profile Page
      Nike Store’s Twitter Page
    • PLAYERS SOCIAL MEDIA PROFILE (2/4)
      4
      © InRev Systems 2011
      Adidas Original’s Facebook Profile Page
      Adidas Original’s Twitter Page
    • PLAYERS SOCIAL MEDIA PROFILE (3/4)
      5
      © InRev Systems 2011
      Puma’s Facebook Profile Page
      Puma’s Twitter Page
    • PLAYERS SOCIAL MEDIA PROFILE (4/4)
      6
      © InRev Systems 2011
      Reebok’s Facebook Profile Page
      Reebok’s Twitter Page
    • RESEARCH FINDINGS (1/4)
      SENTIMENT ANALYSIS
      Puma is the most loved brand with negative sentiment of 7.3% and positive sentiment of 67.9%. Adidas has a negative sentiment of 8.4% and positive sentiment of 64.8% which is quite comparable to Nike’s negative sentiment of 8.2% and positive sentiment of 65.8% and Reebok’s negative sentiment of 8.7% and positive sentiment of 64.2%.
      7
      © InRev Systems 2011
    • RESEARCH FINDINGS (2/4)
      DEMOGRAPHICS - AGE
      Puma is the only brand among the four which has people in the age group of 18-25 talking most about the brand. More than 53% of the people talking about Nike are in their early teens of age 13-17 while this figure is 43% for Adidas which is 10% less than Nike. This figure reduces to 38% for Reebok and 31% for Puma
      8
      © InRev Systems 2011
    • RESEARCH FINDINGS (3/4)
      DEMOGRAPHICS – LOCATION (INDIA)
      As far as demographics – location is concern, Adidas, Nike and Puma have brand patronage and loyal customers talking most about the brand in the same region – Mumbai (Maharashtra) in India. Interestingly, for Reebok most of the talks about the brand come from the state of Kerala in India
      9
      © InRev Systems 2011
    • RESEARCH FINDINGS (4/4)
      DEMOGRAPHICS – LOCATION (US)
      Adidas, Nike and Puma have brand patronage and loyal customers talking most about the brand in the same region –New York in the US. Interestingly, for Reebok most of the talks about the brand come from the state of Pennsylvania in the US
      10
      © InRev Systems 2011
    • 11
      © InRev Systems 2011
      Age
      Age
      Location
      MAPPING PLAYERS
      Based on the research findings, we can map the players in an Age-Location matrix -
      It can be concluded that Adidas and Nike are operating in the SAME SPACE and competing more rigorously as compared to Puma and Reebok because of the slight difference in the demographics of their brand patronage
      Such insights obtained from social media can be used in the strategic planning of the apparel companies – promotional, differentiation, targeting, pricing, store location, etc.
    • Start Using Simplify360 Today
      For Details, Visit -
      http://simplify360.com/
      http://simplify360.com/blog/
      Or Send a Mail to -
      david@in-rev.com
      VP - Sales,
      InRev Systems
      http://www.facebook.com/simplify360
      @simplify360
      12
      © InRev Systems 2011