The purpose of this report is to examine the brand perception of Air Asia India on the web, the key drivers of conversation around the market and competitor brands, causes of negative and positive brand mentions, and identify key influencers, followers, sites and communities hosting these conversations.Along with comparison of Air Asia with competitor Airlines , Indigo ,Spicejet , Vistara and their services.

1. Air Asia Social Media Analysis Report
Duration: April 2018
Geography: India
Competitors: Vistara, SpiceJet, Indigo

2. 2
Objective of Study
The purpose of this report is to examine the brand perception of Air Asia India on the web, the key drivers of
conversation around the market and competitor brands, causes of negative and positive brand mentions,
and identify key influencers, followers, sites and communities hosting these conversations.
Our approach
We listened to conversations and collected the
data automatically from a corpus of several
million sites, blogs, forums, Facebook and Twitter
profiles. Collection was done on the basis of
requests defined by combinations of keywords.
The data was then ran through a layer of text-
mining tool to remove noise, refine sentiment
and refining themes.
Time Frame: 1st Apr, 2018 to 30th Apr, 2018
Multilayered Refinement
Collection
Report
Analysis
Articles and comments were then evaluated by
experienced researchers responsible for
removing noise, assessing sentiment (negative,
positive, neutral and ambivalent) and structuring
the information into themes. Our staff performed
qualitative and quantitative analyses of the
results to identify the trends in discussions
threads.
Present all the results from the analysis in this
report
Derived through removal of
irrelevant content such as
promotional links, job
postings etc. through a
combination of human
analysis and text mining
The total relevant universe was
selected for analysis– Data captured
across all dates and social media
channels
Web sources
Multi-level iterations
to build
comprehensive and
relevant queries
Note: Similar approach was adopted for competitors to arrive
at the relevant data set
Total Universe
Relevant Universe
Analysis
Repor
t
Analyzed study is drafted into the
reports

3. Overall SOV – Air Asia India
3
Air Asia
20%
Go Indigo
6%
Spicejet
37%
Air Vistara
37%
Air Asia Go Indigo Spicejet Air Vistara
3542
1073
6530 6464
Air Asia Go Indigo Spicejet Air Vistara
SOV Share SOV
• Spicejet captured overall SOV followed by Vistara; Air Asia ranked third, contributing 20% of the overall SOV
• Spicejet was most talked about their female crew improper screening & onboarding staff behaviors, Vistara was mostly discussed by their
commuters of their friendly experiences; Air Asia was highly discussed for their new connecting and direct routes announcements and cheaper
tickets offers
• Indigo again got negatively viral for forcefully deporting their commuter for raising complains regarding hygiene

4. Overall SOV Trend Analysis – Air Asia India
4
31-Mar
1-Apr
2-Apr
3-Apr
4-Apr
5-Apr
6-Apr
7-Apr
8-Apr
9-Apr
10-Apr
11-Apr
12-Apr
13-Apr
14-Apr
15-Apr
16-Apr
17-Apr
18-Apr
19-Apr
20-Apr
21-Apr
22-Apr
23-Apr
24-Apr
25-Apr
26-Apr
27-Apr
28-Apr
29-Apr
30-Apr
Air Asia Indigo Spicejet Vistara
• Indigo Airline asks
surgeon to leave
aircraft after he
complained of
mosquitoes
• News around Air Vistara
became Member Of
International Air
Transport Association led
peak in buzz
• Announcement around
the launch of Air Asia’s
new flight from Surat to
Bengaluru led peak in
the buzz
• News around SpiceJet air
hostesses accusing their
airline of strip-searching
them at the Chennai
airport went viral

5. Overall Channel Buzz Analysis
5
9% 14% 9% 6%
83%
59%
86% 90%
2%
12%
1% 0%2% 3% 1%
1%
4%
12% 3% 2%
Air Asia Indigo Spicejet Vistara
NEWS TWITTER FORUMS BLOGS INSTAGRAM
• Twitter was most preferred channel of discussion across all four players; Majority of tweets were related to viral news,
commuters issues and brand news
• News carried financial results & viral issues, Forums and Blogs carried discussions related to various offers & promotions, Few
forum threads were initiated by existing customer poor experience, service related concerns and reviews

6. Overall Gender Analysis
6
86% 86% 85% 84%
14% 14% 15% 16%
Air Asia Indigo Spicejet Vistara
Male Female
• Men were more active in sharing, posting and tweeting airlines related discussions
• Majority of posts were initiated by Men, whereas, women were more active in re-tweeting and sharing others posts
• Many female netizen raised their concerns about improper screening and mistreat of female crew member/staffs by airlines

7. Top Geographies
7
14.90%
9%
8.20%
6.20%
12.50%
9%
10.50%
12.60%
5.10%
2%
5.20%
2.20%
4.70%
1%
1.00%
1%
3.30%
22.40%
5.00%
2%
2%
4%
4.90%
2.70%
2%
2%
2.10%
1.70%
VISTARA AIR ASIA SPICEJET INDIGO
DELHI MAHARASHTRA TAMIL NADU HARYANA GUJARAT KARNATAKA WEST BENGAL
• Announcement of Launch of direct flight from Surat to Bangalore led high positivity for Air Asia in Gujrat
• Air Asia Malaysian CEO was congratulated by Delhi’s Twitterati mass after completing his 100 days successfully
• Majority of Discussions in Mumbai were related to commuters complains and issues

8. Overall Sentiment Analysis
8
24% 19% 21%
28%
5%
8%
10%
8%
71% 73% 69% 64%
Air Asia Indigo Spicejet Vistara
Positive % Negative % None %
N = 400
• Air Asia was highly praised for their new route announcement from Surat to Bengaluru & Delhi to Imphal; Air Asia was also praised for their offers
on domestic air tickets for selective routes;
• Many commuters recommended not to use Air Asia for their unsafe second hand carriers whose engines are prone to mid air failure, dirty toilets
and extremely threatening & bully staff

9. Topic wise sentiment Analysis
9
19%
11%
16%
22%
10%
15%
13%
9%
71%
74%
71%
69%
AIR ASIA
INDIGO
SPICEJET
VISTARA
21%
11%
14%
19%
3%
23%
32%
2%
76%
66%
54%
79%
AIR ASIA
INDIGO
SPICEJET
VISTARA
7%
5%
11%
22%
2%
19%
5%
3%
91%
76%
84%
75%
AIR ASIA
INDIGO
SPICEJET
VISTARA
ServiceBrandFlights
Services:
• Vistara was most admired for their friendly crew
and helpful crew and hospitality; Poor on call
support led negativity
• Spicejet & Indigo was most negatively discussed
service providers many complains were regarding
poor customer service, unprofessional crew were
observed; Many commuters also raised their
concerns for Air Asia crew misbehaviors
Brand :
• Among all Air Asia and Vistara got highest
positive for their financials results and expansion
plans in India
• Spicejet viral videos of female crew inappropriate
screening and manhandling luggage’s led high
dissatisfaction for brand on overall social media;
Indigo also faced social media anger for forcefully
deporting a Doctor complaining about mosquito
bites inside the airline
Flights/carriers
• Vistara was appreciated for neatness and well
maintained carriers; However all other players
were termed as unsafe and dirty by commuters

10. Verbatim
10
Vistara
Vistara
Spicejet
Spicejet
Spicejet
Spicejet IndigoIndigo
Indigo
Indigo
Air Asia Air Asia

11. Word Cloud
11
Air Asia

12. Most Re-Tweeted - Air Asia
12

13. Top Hashtags – Air Asia India
13
1.80%
1.80%
1.80%
2.30%
3.20%
5%
5.40%
5.40%
6.80%
10.40%
#blr
#stv
#saac
#india
#sgcci_surat
#letstalksurat
#suratairport
#surat
#noweveryonecanfly
#airasia
• #noweveryonecanfly, #surat, #suratairport, #letstalksurat, #blr etc. was most commonly used with the announcements of new routes

14. Top Influencers Air Asia
14
• Majority of influencers were institutional channels and not individuals as most of the posts related to Air Asia were either financial or brand news

15. Air Asia Vs. Indigo
March 24 – April 24, 2018Facebook Analysis

16. Air Asia Vs. Indigo – Facebook Fan Base
16
Page Total Fans This week Total Fans Last week Average Weekly Growth Engagement
Indigo 696k 694k 0.38% 0.72%
Air Asia 11.3M 11.3M 0.22% 0.00055%
11240280
11270757
11300601
11304049
690917
693177
695889
696260
AirAsia IndiGo
• Air Asia India fan base is approx. double of Indigo India; Majority of people following Air Asia was looking for cheaper
flights updates

17. Average Weekly Fanbase Growth
17
0.7%
0.2%
0.5%
0.2%
0.3%
0.1%
0.4%
0.2%
0.4%
0.2%
• Down trend was observed on both the pages during week 4; possibilities like off cyclical season trend, low
commuters, lack of sale booster posts etc.

18. Posts Vs. Reactions By Day Time
18
Note*: Time zone GMT+1 Berlin, Paris, Madrid

19. Total Reactions, Comment, Shares
19
1721
• Engagement on fan page was very high for Indigo India as compared to Air Asia

20. Types Of Posts – Air Asia Vs. IndiGo
20
Air Asia Indigo

21. Posts by day
21
Air Asia Indigo
8
3
5
8
9
3 3
6
5
7
5
4
1
4

22. Posting Frequency
22
Air Asia Indigo

23. Total Posts Count
23

24. Post Count By Week
24

25. Post Count By Type
25

26. Daily post Count Change
26

27. Total Engagement Count
27

28. Engagement Count by post type
28

29. Engagement Count by week and week days
29

30. Engagement Count Daily
30

31. People Talking About this Vs. Total Fan Count
31

32. Top Engaging Supporters
32
Air Asia Indigo

33. Top Performing Posts
33

34. Top #Tags & Top Words
34

35. Frequently used words & #Tags
35

36. Post Vs. Comment
36

37. Recent Posts
37

38. Post Vs. Comment
38

39. Recent Post
39

40. Top Performing Posts
40

41. Key Takeaway
41
• Air Asia was mostly discussed of their Surat to Bengaluru & Delhi to Imphal new direct routes announcements mega sales
and offers, Majority of netzines follow Air Asia just for discounts, promotional offers & sale related updates
• Air Asia was negatively discussed of their dirty planes, broken second hand unsafe carriers & manhandled luggage’s
• Spicejet and Indigo was most negatively discussed Airline brand for the month of April, 2018; Spicejet viral video of molested
female crew drove furious social media reactions, many female commuters and employees recommended to boycott
Spicejet till the resolution
• Indigo got highly negative social media reactions for their misbehaving/manhandling employees, unhygienic carriers and
irresponsible customer service
• Many existing passengers stated/recommended that Air Asia & Vistara airlines are much better as compared to Indigo &
Spicejet
• Air Asia India Facebook fan page engagements were very less as compared to Indigo India
• Tag tweets frequency for Air Asia was very high as compared to Indigo airlines

42. Thank You