Indian Automobile Industry- A comparison in their digital marketing strategy across India

1. GROUP 7
DIGITAL MARKETING PRESENTATION
AUTOMOBILE INDUSTRY
GROUP MEMBERS
1. MANIKANDAN(19DM101) - NISSAN
2. ADARSH NJ(19DM015) – TOYOTA
3. ARCHIKA SINGH(19DM047) – HYUNDAI
4. ALTAMASH HASAN(19DM027) – SKODA
5. GURPREET SINGH SETHI(19DM075) – RENAULT
6. NIDHI AGARWAL(19DM123) – TATA MOTORS

2. Total Traffic Visit 2019
(JULY TO DECEMBER)
0
500000
1000000
1500000
2000000
2500000
July
August
September
October
November
December

3. Traffic Sources- Direct
2019
29%
17%33%
7%
8%
6%
Tata Motors
Skoda
Hyundai
Nissan
Toyota
Renault

4. Traffic Sources- Referral
12% 5%
70%
2%
6%
5%
Tata Motors
Skoda
Hyundai
Nissan
Toyota
Renault

5. Traffic Sources- Search
13%
17%
10%
21%
21%
18% Tata Motors
Skoda
Hyundai
Nissan
Toyota
Renault

6. Traffic Sources - Display ads
17%
26%
0%
21%
0%
36%
Tata Motors
Skoda
Hyundai
Nissan
Toyota
Renault

7. Traffic Sources- Social Media
18%
31%
26%
9%
8%
8%
Tata Motors
Skoda
Hyundai
Nissan
Toyota
Renault

8. Traffic sources- Paid Vs Organic Search
0 10 20 30 40 50 60 70 80 90 100
Tata Motors
Skoda
Hyundai
Nissan
Toyota
Renault
78.06
82.29
100
78.06
100
63.44
21.94
17.71
0
21.94
0
36.56
Organic Paid

9. Rankings
Global Rank Country Rank Category Rank
Tata Motors 13849 874 32
Skoda 217550 12869 1053
Hyundai 395970 23471 768
Nissan 235977 13893 1158
Toyota 179240 11608 821
Renault 73670 4425 267

10. Page Request
44
76
115
121
266
76
Toyota
Renault
Tata
Skoda
Hyundai
Nissan
Page Request in Numbers
Page Request in Numbers

11. Page Speed
5.4
3.4
4.7
4.5
2.8
8.3
Toyota
Renault
Tata
Skoda
Hyundai
Nissan
Page Speed in Seconds
Page Speed in Seconds

12. Analysis based on Performance,
Mobile, SEO, Security and Overall
Rating
19
24
17 17
19
16
30 30 30 30 30 3030 30
15
25
30 30
10 10 10 10 10 10
89
94
72
82
89
86
0
10
20
30
40
50
60
70
80
90
100
Toyota Renault Tata Skoda Hyundai Nissan
Performance Mobile SEO Security Overall Rating

13. Comparison Grid
Tata
Motors
Skoda Hyundai Nissan Toyota Renault
Likes on FB 4035025 1541014 4600000 21723053 1640000 18000000
Keywords Tata motors,
tata harrier,
tata nexon
Skoda inida,
skoda rapid,
skoda
Hyundai india,
hyundai, hyundai
careers
Nissan, nissan
india, nissan
micra
Toyota india,
toyota, toyota
fortuner
Renault triber,
renault quid,
renault india
Website
Grader
Score(out of
100)
82 77 87 79 69 82
SEO (out of
30)
25 25 30 30 30 30
Mobile
(out of 30)
30 30 30 30 15 30
Security
(out of 10)
10 10 10 10 10 10

14. SOCIAL MEDIA

18. FACEBOOK
COMPANY AUDIENCE POSTS
PER
WEEK
ENGAGEMEN
T PER POST
KEY INSIGHTS
Nissan 21.7 M 5 12.6 K Highly active
Toyota 878 K 5 1.03 K Even though likes
are less, audience
are more engaged
Renault 19.0 M 11.5 162 Promote Highly,
Not much content
to engage
Tata Motors 4.03 M 79.8 1.62 K Moderately active,
High post rate
Skoda 1.55 M 5.5 201 Moderately active
Hyundai 12.1 M 11 3.35 K Moderately active

19. INSTAGRAM
COMPANY AUDIENCE POSTS PER
WEEK
ENGAGEMENT
PER POST
KEY INSIGHTS
Nissan 35.3 K 5.5 220 Least active
Toyota 186 K 8 1.78 K Moderately
active with high
post rate
Renault 385 K 4.97 2.09 K Moderately
active, above
average
engagement
Tata Motors 73.2 K 7.49 760 Moderately
active with high
post rate
Skoda 1.55 M 2.52 2.42 K Moderately
active
Hyundai 12.1 M 5 3.67 K Highly active,
most
engagement

20. NOTABLE CAMPAIGNS

21. Nissan
 Nissan is leveraging its association with the ICC World Cup T20 with an
ongoing Nissan Trophy Tour. For the Mumbai leg, the car manufacturer roped
in former Indian cricketer Zaheer Khan, and the Fifth Gear (UK based auto TV
show) presenter Jonny Smith, for a challenge against a Dabbawalla. It
received 273,978 views on YouTube.


22. Tata Motors
 The Tata Bolt is yet another model in the hatchback segment. Tata Motors
strategized a social media campaign a day before its launch, “Get Set
Bolt!”
 The campaign brought together four popular influencers Abhishek
Asthana (@GabbbarSingh), Apoorv Sood (@Trendulkar), Rahul Nanda
(@RahulNanda86) and Ashwin Mushran (@AshwinMushran). The idea
was to bank on the influencers’ fan following for maximum reach on social
media.

23. Toyota
 Go hatchin’ campaign by Toyota Kirloskar Motors is one of its notable
campaign done to attract millennials.
 The narrative was developed in a way that it echoes the lifestyle and
aspirations of the audience, beautifully strung together with a brilliant
soundtrack.
 The high impact 360-degree brand campaign is running across key media
platforms.

24. Hyundai
 Hyundai has extended its #BeTheBetterGuy campaign with its latest film
conceptualised by Innocean WW India. The film looks to spread road safety.
It shows how the protagonist ensures he follows all road rules but meets
with an accident because of the negligence of someone else. The film ends
with Shah Rukh Khan's plea to make roads safer. The ad received more
than 11 million views on YouTube and a lot of retweets on social media to
make it one of the most successful ads.

25. Renault
 Renault has launched its new
global strategy in India to
replicate the success it has
achieved globally. Internet has
become the most important
source of information for the
customers looking to buy a new
car and the company is planning
on providing the best digital
experience.

26. Skoda
 Skoda has rolled out the launch film for its Kodiaq. The film has been
conceptualised by Publicis India. The film looks to portray the power and
beauty of the SUV. At a time when power is being misused by some, it
shows how the right hands can use it to change the world for the better.
 Skoda as a brand has been at the forefront of pioneering breakthrough
initiatives driven by PHD that has successfully engaged the audiences.
Secondly, the automobile giant has a plethora of variants, so creating
multiple billboards at prominent locations would easily surpass the budget.
Hence to create an engaging yet innovative campaign within budgets, we
planned for DOOH at key traffic congregation points.


27. Thank
You!!