Pepsi vs Coke study 2013

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The study compares the performance of Pepsi and Coca-Cola on Indian Social Media in the first half of 2013. It looks at share of voice patterns and sentiment on specific platforms. It also studies the effect of Pepsi's campaign during the sixth season of Indian Premier League.

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Pepsi vs Coke study 2013

  1. 1. Social Media Research Social Media India Research - 2013 Pepsi vs. Coca-Cola
  2. 2. Social Media Research Key Findings • In the first half of 2013, Pepsi overall had a higher share of voice (52%) over Coca-Cola (48%) • Pepsi’s share of voice was higher than Coca-Cola only during IPL 2013 attributed to social media campaign • Twitter sentiment was largely neutral for Pepsi and Coca-Cola (overall and during IPL 2013) • Data suggests Twitter is an ineffective medium for changing or influencing attitudes • Twitter’s role in spreading awareness and engagement is high. – Reflected in higher share of voice of Pepsi during IPL 2013 • Percentage of positive Sentiment for Pepsi was higher than Coca- Cola (overall and during IPL) • Coca-Cola was the dominant brand on Forums with a higher share of positive sentiment
  3. 3. Social Media Research Study Description • Conversation pertaining to Pepsi and Coca-Cola have been considered in the study • Conversation duration: 6 months (1st Jan, 2013 to 30th June 2013). • IPL related conversations have been studied. Duration considered (3rd April, 2013 – 26th May, 2013) • All conversations in India have been considered for the study • The analysis have been assisted by the use of tools • Share of voice and sentiment have been used as performance indicators to compare Pepsi and Coca-Cola on Indian Social media • Four platforms have been considered in Social Media namely 1) News, 2) Blogs, 3) Forums, and 4)Twitter
  4. 4. Social Media Research Section I 2013 Comparison Following section highlights growth in quarter 2 with respect to quarter 1 • Conversation duration: 6 months (1st Jan, 2013 to 30th June 2013). • All conversations in India have been considered for the study • The analysis have been assisted by the use of tool.
  5. 5. Social Media Research Share of Voice Key Points • Pepsi dominated overall on Social media with 52% share of voice • Coca-Cola was dominant on all media platforms except for twitter. • Pepsi’s dominance on Twitter can be attributed due to Twitter campaign during IPL 2013
  6. 6. Social Media Research Trends • Pepsi shows a higher volume of conversations during the IPL 2013 period (3rd April – 26th May, 2013) • Coca-Cola except for IPL 2013 season period shows a higher share of voice as compared to Pepsi • Indicates a successful online campaign for Pepsi during IPL IPL 2013 season
  7. 7. Social Media Research Sentiment 0% 10% 20% 30% 40% 50% Positive Negative Neutral Pepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative Blogs 44% 40% 16% 38% 42% 20% Blogs 0% 10% 20% 30% 40% 50% 60% Positive Negative Neutral Pepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative Forums 24% 47% 29% 13% 54% 33% Forums 0% 10% 20% 30% 40% 50% 60% Positive Negative Neutral Pepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative News 41% 39% 20% 53% 33% 14% News 0% 20% 40% 60% 80% 100% Positive Negative Neutral Pepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative Twitter 5% 91% 4% 4% 91% 5% Twitter • Pepsi shows a higher percentage of positive sentiment on social media • The sentiment of Pepsi and Coca-Cola on Twitter has been largely neutral • This indicates the ineffectiveness of Twitter in changing product attitudes
  8. 8. Social Media Research Section II IPL 2013 Comparison Following section highlights growth in quarter 2 with respect to quarter 1 • Conversation duration: 6 months (3rd April, 2013 to 26th May 2013). • All conversations in India have been considered for the study • The analysis have been assisted by the use of tool.
  9. 9. Social Media Research Share of Voice Key Points • Pepsi dominated during the IPL 2013 season with overall 65% share of voice • This was mostly due to the social media campaign • Pepsi’s dominance on news and blogs can be attributed to the stories around sponsorship (title sponsor), matches and social media campaign coverage
  10. 10. Social Media Research Sentiment • Pepsi shows a higher percentage of positive sentiment on social media • The sentiment of Pepsi and Coca-Cola on Twitter has been largely neutral • Indicates the ineffectiveness of Twitter in influencing brand attitude 0% 10% 20% 30% 40% 50% Positive Negative Neutral Pepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative Blogs 43% 42% 15% 32% 46% 22% Blogs 0% 10% 20% 30% 40% 50% 60% Positive Negative Neutral Pepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative Forums 25% 50% 25% 20% 43% 37% Forums 0% 10% 20% 30% 40% 50% 60% Positive Negative Neutral Pepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative News 36% 41% 23% 52% 32% 16% News 0% 20% 40% 60% 80% 100% Positive Negative NeutralPepsi Coca- Cola Pepsi Coca-Cola Positive Neutral Negative Positive Neutral Negative Twitter 5% 90% 5% 6% 89% 5% Twitter
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