Blogworks IndiaAuto Social Index - January 2014-abridged version

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Blogworks IndiaAuto Social Index - January 2014-abridged version

  1. 1. All content copyright Scenario Consulting Pvt. Ltd.
  2. 2. 2
  3. 3. ~ Top brands by mentions ~ Top brands by Brand Vibrancy Index (BVI) ~ Top nameplates by categories ~ Rank by total mentions ~ Buy a copy of the paid report today to also see: ~ How sentiment has shifted for your brand over time ~ How vibrant your brand is, in comparison to your competitors ~ Top nameplates by categories ~ Rank by Brand Vibrancy Index ~ Top-ranked categories by volume of mentions and Brand Vibrancy Index ~ For Top 5 most mentioned categories ~ Attributes & sentiment by nameplates ~ Category summaries and key conversation drivers ~ Conversation maker of the month – AutoExpo 2014 special ~ Individual brand dashboard for your brand ~ Brands covered Audi, BMW, Fiat, Ford, Honda, Hyundai, Jaguar, Mahindra, Maruti Suzuki, Mercedes-Benz, Nissan, Skoda, SsangYong Motors, Tata Motors, Toyota and Volkswagen 3
  4. 4. 4 MOST MENTIONED BRAND ~Toyota was the most mentioned auto brand online in January 2014. It continued to be at the top spot like in December 2013. ~Ford was at the 3rd position as it moved up five positions in January 2014. ~Audi was at the 5th position as it jumped seven positions in January 2014. BRAND VIBRANCY INDEX (BVI) ~BMW was the top gainer by the BVI as it climbed up 4 positions to be the most vibrant brand in January 2014. Mentions around the launch of the new BMW M3 at the Detroit Motor Show drove positive mentions for the brand. ~Skoda was at the 2nd position by the BVI in January 2014. #SKODAatAutoExpo contest generated positive mentions for the brand. ~Ferrari was the 4th most vibrant brand in the month of January. People shared photographs and appreciated the Ferrari 458 Italia and the Ferrari 599 GTB for its exotic 'Looks/Design'. MONTHLY SENTIMENT BY BRAND ~BMW drew the maximum positive mentions for the BMW M3 launch at the Detroit Motor Show. ~Skoda’s contest, #SKODAatAutoExpo , where people appreciated different Skoda vehicles, generated positive mentions for the brand. ~Nissan Terrano drew the maximum positive mentions for the brand as people appreciated its looks, and its powerful features.
  5. 5. 5 TOP CATEGORY SUV ~ SUVs from Mahindra had the highest share of mentions in the month of January. ~ Mahindra Scorpio was the most mentioned nameplate in the SUV category in January 2014. People talked about and appreciated the redesigned dashboards, screen infotainment system of the facelifted Mahindra Scorpio. Also, people spoke negatively about the current version of the vehicle. The negative mentions were around its engine reliability and performance. ~ Nissan Terrano, Maruti Suzuki Gypsy, Hyundai Santa Fe and Tata Aria shared the top rank by the BVI in this category. Nissan Terrano was positively talked about around its looks, interiors and features. Maruti Suzuky Gypsy was reported to be adding more features which got lauded online. Santa Fe was positively mentioned for its competitive pricing, looks and features. Tata Aria was mentioned as a crossover that imbibes the positive attributes of a sedan and an SUV SMALL HATCHBACK ~ Small Hatchback was the most mentioned category in January 2014. ~ Tata Nano was the most mentioned nameplate in this category followed by Maruti Suzuki Alto. ~ Hyundai Eon, Maruti Suzuki Zen Estilo, Chevrolet Beat and Maruti Suzuki WagonR shared the top rank by the BVI. Hyundai EON was positively mentioned for its ‘gauge cluster’ feature. Positive mentions for Maruti Suzuki Zen Estilo were around its power window. Anticipation around the launch of the new facelifted Chevrolet Beat and the teaser released by the brand for the same led to positive mentions for the vehicle in this category. Positive mentions for Maruti Suzuki WagonR were around its engine performance and its elegant look. ~ Tata Nano drove the maximum share of positive mentions. People participated in #awesomenesslive contest and had appreciated the vehicle features like its music system, headlights and power steering.
  6. 6. 6 TOP CATEGORY BIG HATCHBACK ~ Tata Vista was the most mentioned nameplate in this category ~ Positive mentions for Tata Vista were around its launch of a new variant, Vista VX Tech. People talked about its advanced technological features like touch screen multimedia system with GPS Navigation, new drive pro console, advanced driver information system, steering wheel mounted controls & Blue5 technology. ~ Hyundai Grand i10, Maruti Suzuki Swift, Skoda Fabia and Renault Pulse shared the top rank by the BVI. Hyundai Grandi10 was positively mentioned for its looks, features and its engine’s power delivery. Maruti Suzuki Swift had been positively mentioned for its overall experience and quality. Positive mentions were also around the anticipation of the 2014 Maruti Suzuki Swift with added features. Skoda Fabia was positively mentioned for its looks, interiors, build quality and features. Renault Pulse was positively mentioned for its ride experience. EXECUTIVE SEDAN ~ Toyota Corolla Altis was the most mentioned nameplate in this category followed by Honda Civic. ~ Toyota Corolla Altis had the maximum share of positive mentions in this category. Positive mentions were around the nameplate’s ‘Looks/Design’, ‘Features’, quality and reliability.
  7. 7. 7 TOP CATEGORY ~ MUV/MPV ~ Toyota Innova continued to be the highest contributor to the overall volume of mentions for the brand in this category in January 2014. ~ Mahindra Quanto and Nissan Evalia shared the top rank by the BVI. ~ Positive mentions for Mahindra Quanto were around its ‘Looks/Design’ and features like its driver assistant system, dual airbags and power steering. Positive mentions of Nissan Evalia were around its driving experience and leg space. ~ MID-SIZE SEDAN ~ Honda City was the most mentioned brand in this category. Mentions were around the launch of the 4th generation Honda City. ~ Maruti Suzuki SX4, Skoda Rapid, Hyundai Accent and Nissan Sunny shared the top rank by the BVI in this category. ~ Maruti Suzuki SX4 was positively mentioned for its performance and features. Skoda Rapid, Hyundai Accent and Nissan Sunny had positive mentions around their ‘Looks/Design’.
  8. 8. 9 Rank (Jan 2014) Rank (Dec 2013) Top-5 Most Mentioned Brands Jan 2014 1 1 Toyota 2 2 Tata Motors 3 8 Ford 4 4 Maruti Suzuki 5 12 Audi Rank (Jan 2014) Rank (Dec 2013) Top-5 Most Vibrant Brands Jan 2014 1 5 BMW 2 Outlier Skoda 3 1 Nissan 4 Outlier Ferrari 5 6 Toyota
  9. 9. 10 Rank Top-5 Most Mentioned Nameplates – SUV 1 Mahindra Scorpio 2 Renault Duster 3 Tata Aria 4 Ford EcoSport 5 Nissan Terrano Rank Top-5 Most Vibrant Nameplates - SUV 1 Nissan Terrano 1 Hyundai Santa Fe 1 Maruti Suzuki Gypsy 1 Tata Aria 5 Skoda Yeti Rank Top-5 Most Mentioned Nameplates – Small Hatchback 1 Tata Nano 2 Maruti Suzuki Alto 3 Maruti Suzuki WagonR Stingray 4 Maruti Suzuki Alto K10 5 Honda Brio Rank Top-5 Most Vibrant Nameplates – Small Hatchback 1 Hyundai EON 1 Maruti Suzuki Zen Estilo 1 Chevrolet Beat 1 Maruti Suzuki WagonR 5 Maruti Suzuki WagonR Stingray Rank Top-5 Most Mentioned Nameplates – Mid size Sedan 1 Honda City 2 Ford Fiesta 3 Renault Scala 4 Fiat Linea 5 Hyundai Verna Rank Top-5 Most Mentioned Nameplates – Big Hatchback 1 Tata Vista 2 Maruti Suzuki Swift 3 Ford Figo 4 Maruti Suzuki Ritz 5 Fiat Grande Punto Rank Top-5 Most Vibrant Nameplates – Mid size sedan 1 Maruti Suzuki SX4 1 Nissan Sunny 1 Skoda Rapid 1 Hyundai Accent 5 Hyundai Verna Rank Top-5 Most Vibrant Nameplates – Big Hatchback 1 Hyundai Grand i10 1 Maruti Suzuki Swift 1 Skoda Fabia 1 Renault Pulse 5 Tata Vista SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK
  10. 10. 11 Rank Top-5 Most Mentioned Nameplates – Executive Sedan 1 Toyota Corolla Altis 2 Honda Civic 3 Chevrolet Cruze 4 Skoda Laura 5 Renault Fluence Rank Top-5 Most Mentioned Nameplates – MUV / MPV 1 Toyota Innova 2 Tata Sumo 3 Maruti Suzuki Ertiga 4 Mahindra Bolero 5 Mahindra Quanto Rank Top-5 Most Mentioned Nameplates – Sports Cars 1 Audi R8 2 Porsche 911 3 Bugatti Veyron 4 Lamborghini Aventador 5 Lamborghini Gallardo Rank Top-5 Most Mentioned Nameplates – Luxury Sedan 1 Skoda Superb 2 Mercedes C-Class 3 BMW GT 4 BMW 3 Series 5 Honda Accord Rank Top-5 Most Vibrant Nameplates – Executive Sedan 1 Chevrolet Cruze 1 Skoda Laura 1 Volkswagen Jetta 1 Honda Civic 1 Hyundai Elantra Rank Top-5 Most Vibrant Nameplates – MUV / MPV 1 Mahindra Quanto 1 Nissan Evalia 3 Toyota Innova 4 Maruti Suzuki Ertiga 5 Mahindra Bolero Rank Top-5 Most Vibrant Nameplates – Sports Cars 1 Ferrari 458 Italia 1 Porsche 911 1 Ferrari 599 1 Audi RS5 1 Ferrari FF Rank Top-5 Most Vibrant Nameplates – Luxury Sedan 1 Audi A6 1 BMW GT 1 Volkswagen Passat 1 Honda Accord 1 BMW 3 Series EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN
  11. 11. 12 Ran k Top-5 Most Mentioned Nameplates – Premium Hatchback 1 Volkswagen Beetle 2 Mercedes A-Class Ran k Top-5 Most Mentioned Nameplates – Premium SUV 1 Toyota Land Cruiser 2 Porsche Cayenne 3 Land Rover Range Rover Sport 4 Audi Q7 5 Audi Q3 Rank Top-5 Most Mentioned Nameplates – Super Luxury Sedan 1 Mercedes S-class 2 BMW M 3 Jaguar XF 4 Bentley Continental GT 5 Rolls Royce Phantom Rank Top-5 Most Mentioned Nameplates – Hybrid / Green 1 Toyota Prius 2 Mahindra Reva 3 Toyota Camry Hybrid Rank Top-5 Most Vibrant Nameplates – Premium Hatchback 1 Mercedes A-Class 2 Volkswagen Beetle Rank Top-5 Most Vibrant Nameplates – Premium SUV 1 Audi Q7 1 BMW X1 1 BMW X6 1 BMW X3 5 Audi Q3 Rank Top-5 Most Vibrant – Super Luxury Sedan 1 BMW M 1 Audi A7 1 Porsche Panamera 4 Mercedes S-class Rank Top-5 Most Vibrant Nameplates – Hybrid / Green 1 Toyota Camry Hybrid 2 Toyota Prius PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN
  12. 12. 14 By % change in volume of mentions BRAND NAME % difference from previous month Top gainer Volvo +5133% Top loser Nissan -62% By rank BRAND NAME Difference in rank Top gainer Ferrari 16 Top loser Nissan 11 Toyota: Toyota is the most mentioned brand in the month of January 2014. The brand seeded the hashtag #ToyotaWave to engage people online around the brand’s theme for the Auto Expo, ahead of the event. Rank in Jan 2014 (Dec 2013) BRAND NAME Jan-14 Dec-13 % difference in volume of mentions 1 (1) Toyota 33624 15279 120% 2 (2) Tata Motors 18958 10194 86% 3 (8) Ford 15399 2638 484% 4 (4) Maruti Suzuki 14759 6577 124% 5 (12) Audi 13103 1275 928% 6 (6) Honda 10940 3155 247% 7 (13) Renault 7588 1209 528% 8(5) Mercedes-Benz 6498 5357 21% 9 (25) Ferrari 5385 129 4074% 10 (7) Mahindra 5002 3023 65% 11(19) Volkswagen 4835 404 1097% 12 (9) Hyundai 4287 2254 90% 13(10) Fiat 3762 1504 150% 14(3) Nissan 3635 9670 -62% 15(15) Skoda 2950 901 227% 16(16) Porsche 2510 592 324% 17(17) Chevrolet 2154 503 328% 18(11) BMW 1452 1341 8% 19(26) Bentley 1321 102 1195% 20(28) Rolls Royce 1143 82 1294% 21(20) Jaguar 1096 316 247% 22(NA) Aston Martin 759 NA NA 23(14) Lamborghini 684 1024 -33% 24(23) Bugatti 665 205 224% 25(27) Mitsubishi 591 96 516% 26(24) Land Rover 530 189 180% 27(21) Datsun 333 265 26% 28(34) Volvo 314 6 5133% 29(18) Force motors 277 459 -40% 30(22) MINI 275 232 19% 31(29) Ssangyong 259 70 270% 32(32) Hindustan Motors 107 20 435% 33(30) Maybach 101 51 98% 34(31) Maserati 40 45 -11% 35(33) Ashok Leyland 25 20 25% 36(35) Premier 8 4 100%
  13. 13. January 2014 December 2013 Brand name Positive Neutral Negative Positive Neutral Negative Toyota 88% 4% 8% 77% 6% 17% Tata Motors 78% 4% 18% 56% 27% 16% Chevrolet 82% 0% 18% NA NA NA Ford 71% 5% 24% 65% 30% 5% Maruti Suzuki 85% 3% 12% 55% 18% 27% Audi 85% 4% 11% 88% 6% 6% Honda 83% 4% 13% 48% 29% 23% Renault 57% 17% 27% 44% 28% 28% Mercedes-Benz 79% 9% 12% 87% 13% 0% Ferrari 90% 3% 7% NA NA NA Mahindra 65% 3% 33% 65% 14% 21% Volkswagen 67% 4% 30% NA NA Na Hyundai 84% 5% 11% 52% 19% 29% Fiat 76% 5% 19% 47% 40% 13% Nissan 91% 4% 4% 100% 0% 0% Skoda 92% 4% 4% NA NA NA Porsche 88% 0% 13% NA NA NA Chevrolet 82% 0% 18% NA NA NA BMW 100% 0% 0% 85% 0% 15% 15 Mahindra: Mahindra had the highest percentage of negative mentions across all the automotive brands. The current Mahindra Scorpio contributed to the negative mentions for the brand. People spoke negatively around the vehicle’s engine reliability and performance. BMW: BMW had the highest percentage of positive mentions and was the top brand by Brand Vibrancy index. Mentions were around the launch of the new BMW M3 at the Detroit Motor Show drove positive mentions for the brand. * Arrow sign shows the impact of the shift in sentiment compared to previous month
  14. 14. 16 All content copyright Scenario Consulting Pvt. Ltd.
  15. 15. ~ The report currently considers 37 four wheel consumer segment vehicle brands. ~ All publicly available data from channels like Twitter, forums, blogs, mainstream media, YouTube, Flicker and Facebook were tracked for the month of January 2014. Given that most Facebook conversations happen on closed personal networks, tracking them is not possible. Hence their percentage is very tiny in overall mentions. ~ All nameplates of brands featured in the below-mentioned categories were considered. Newly announced nameplates are also considered in the report. Category 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 17
  16. 16. ∼ All 12 categories of cars were considered for the attribute study. A sample of 904 mentions this 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. 18
  17. 17. 19 The automobile industry is one of the most impacted by social media conversations, which have a significant effect on opinion and purchase. Also, given the capital intensive nature of the business, and the criticality of new launches, brand owners are increasingly looking at the social web for marketing and deeper analysis to understand brand and sales impact. Moving away from the vanity indices, the 'Blogworks IndiaAuto Social Index' aims to correlate social metrics, consumer sentiment and sales data to provide marketers and brand owners with actionable insights. Through leaderboards that we have created, the report will help auto brands to monitor their performance vis-à-vis their competitors over a period of time. This monthly report will show online movements in brand conversations and impact.
  18. 18. 20 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
  19. 19. www.blogworks.in 21 All content copyright Scenario Consulting Pvt. Ltd.

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