This document analyzes the use of social media by major airlines and automobile companies in India. It discusses the social media presence and strategies of airlines like Jet Airways, SpiceJet, Indigo and Air India. It also examines automobile brands like Mahindra, Honda, BMW and Audi and how they use platforms like Facebook, Twitter, YouTube and Pinterest for marketing and engagement. Overall it finds that while Indian brands are making good use of social media, there is still room for growth in leveraging these channels fully.

1. USING SOCIAL
MEDIUM IN
INDIAN
INDUSTRIES FOR
MARKETING
By : Nitisha Jain
PGMAX (2014-2015)

2. Industries covered
Airlines Industry
 Jet Airways
 Spice Jet
 Indigo
 Air India
Automobile Industry
 Mahindra & Mahindra
 Honda
 BMW
 Audi

3. Features of social media
 Relevant content can grab attention of potential customers and increase brand visibility.
 Allows 2 way communication – reviews, testimonials, live conversation
 Cheaper than traditional advertising and promotional activities.
 Instant response to industry developments and become heard in your field
 Indirectly boost website visits, improving search traffic and online sales.
 Data can be quickly edited or altered.
 Customers can gather information any time.
 Campaigns can be measured, compared & tested
 Targeted marketing – age groups, gender, demographics
 It can increase loyalty & advocacy from connected customers.

4. Some Facts
 92% of marketers in 2014 claimed that social media
marketing was important for their business.
 80% indicating their efforts increased traffic to their
websites.
 97% of marketers are currently participating in social
media—but 85% of participants aren’t sure what social
media tools are the best to use.

5. Jet Airways
 Spice Jet
 Indigo
 Air India
Airlines

6. Jet Airways
• Formed in 1992
• Currently operating a fleet of 102 aircraft
• Connecting 69 Destinations – 22 International
• 47 Indian
• 620 daily flights.
• Market Share – 22.6%
Social Media Presence
 Facebook
 Twitter
 Flickr
 Foursquare
 LinkedIn
 YouTube

7. Facebook
Page
 1,32,070 likes
 New promotions &
packages
 Festive offers
 Travel updates
Twitter
 54300 followers
 @Jetairways

8. Hash Tags
 #JKFloodRelief
 #JetFacts
 #TravelUpdate
 #Wanderingwisdom
 Tweet twice/ thrice
a day
 Regular tweets
 Reply to tweets

9. YouTube
 Corporate AV 0f 6 minutes
 Launched in May ’14
 882 subscribers
Pinterest
 Using # tags
 Tourist attractions to destinations connected by Jet.
 Using Enriched Content & images.
 Different boards like Bonjour Paris, Taj Holidays with
Jet Escapes

10. SpiceJet
• Indian low-cost airline owned by the Sun Group
of India.
• Formed in 2005.
• Currently operating a fleet of 56 aircraft
• Connecting 49 Destinations – 8 International
• 41 Indian
• 340 daily flights
• Market Share : 18.5%
Social Media Presence
• Majorly active on
Facebook& Twitter
• Pinterest
• LinkedIn
• YouTube

11. Facebook
 723,972 likes
 Recruitment information on
facebook
 Current Activities: Celebrating
Durga Puja with bengali dress code
.

12. Twitter
 16700 followers
 @Flyspicejet
 #SGTripOfTheDay
 #SGEarlyNewYearSale

13. Youtube
 577 subscribers
 Promotion videos
Pinterest
 117 Followers

14. Indigo
• IndiGo is an Indian airline company
headquartered at Gurgaon.
• It is a low cost carrier and the largest airline in
India founded in 2006.
• Currently operating a fleet of 82 aircraft
• Connecting 36 Destinations – India & abroad
• 534 daily flights
• Market Share : 32.6 %
Social Media Presence
• Majorly active on
Facebook& Twitter
• LinkedIn

15. Facebook
 305,904 likes
 Current Activities: Supporting Swachh Bharat
Campaign
 Block Now Book later

16. Twitter
 @Indigo6E
 13400 followers

17. Hash Tags
 #6EFridayQuiz
 #KashmirFloods

18. AirIndia
• Air India is the flag carrier airline of India owned
by Air India Limited, a Government of India
enterprise.
• Formed in 1930.
• Currently operating a fleet of 130 aircraft
• Connecting 91 Destinations -60 domestic
• 31 international
• Member of Star Alliance
• 534 daily flights
• Market Share : 19%
Social Media Presence
• Majorly active on
Facebook & Twitter
• LinkedIn

19. Facebook
 170,114 likes
 Supporting Mars successful satellite launh
 Gandhi Jayanti
Customer
feedback

20. Twitter
• @Fly_Air_India
• 4787 followers
• #planespotting

21. 800000
700000
600000
500000
400000
300000
200000
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0
Facebook
Jet Airways
SpiceJet
Indigo
AirIndia
Social Media Penetration
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100000
10000
1000
100
10
1
Twitter Youtube Pinterest
Jet Airways
SpiceJet
Indigo
AirIndia
Social Media Penetration

23. Market Share of Airlines in India
23%
18%
19%
7%
33%
Market Share
Jet Airways
SpiceJet
Indigo
Air India
others

24. Websites for air ticketing
 www.cleartrip.com
 www.makemytrip.com
 www.yatra.com
 www.ixigo.com
 www.goibibo.com
 www.musafir.com
Today, nearly 1.75 Lakh tickets are sold everyday
50 % of tickets are sold online
5% are sold on mobile
And remaining are still sold by agents.

25. Mahindra &
Mahindra
 Honda
 BMW
 Audi
Automobiles

26. Mahindra & Mahindra
• Formed in 1945.
• Indian multinational automobile manufacturing
company.
• One of the largest vehicle manufacturers and the
largest seller of tractors across the world.
• Major competitors: Maruti Suzuki, Tata Motors, Ashok
Leyland, Toyota, Hyundai, Mercedes-Benz (Merc) &
others.
Social Media Presence
• Facebook
• Twitter
• Youtube
4 Wheeler Portfolio
• Scorpio
• Bolero
• Pick-up
• XUV 500
• Quanto
• Thar
• Xylo
• Verito
• E20

27. XUV 500 Launch
 Mahindra’s 1st Global SUV
 Launched in September 2011
 Code name of project W201
 Used 1st time ever – social media
platform for marketing : Facebook, twitter,
YouTube & Mahindra xuv500 website
 Campaign was divided into 4 activities
with in a month
 Reveal the Name of w201contest
 Guess the price of XUV500
 Unlock the Xuv500 angles
 Reveal the Xuv500 for yourself

28. Reveal the Name of w201
 Users were invited on website to mouse over aa
area an reveal the Name of w201.
 Users could also participate on facebook fan
page.
Guess the price of XUV500
 Never done before activity
 Consumers were shown an xuv500 under wrap and
asked to guess the price.
 Person who guesses closest to the real price wins the
Xuv500.
 Price range : Rs 11.4 lakh -15 lakh.

29. Unlock the Xuv500 angles
 Customers could unlock different angles marked
on the wrapped Xuv 500
 As soon as certain no. likes were reached a new
angle was ready to be unlocked.
Reveal the Xuv for yourself
 On the ground launch day , even on website
customers were given feature to reveal the car
yourself by pulling of the wrapper themselves.
 This created a huge buzz.

30. Results of successful Social media Campaign
 5000+ bookings within 6 days of launch
 1.5 lakh people participated in reveal the
name contest
 40,000 unveils in one evening
 1.5 lakh entries in 10 days
 3.5 lakh + test drive requests
 Touched 9 lakh unique visitors online
 1.2 lakh fans on Facebook

31. Honda
• World's largest motorcycle manufacturer since 1959.
• It became the second-largest Japanese automobile
manufacturer in 2001.
• headquartered in Tokyo, Japan & has many assembly
plants around the globe.
• Major competitiors: Volkswagen Group, Toyota, Hyundai
Motor Group, Ford, Nissan & others
Social Media Presence
• Facebook
• Twitter
• Youtube
4 Wheeler Portfolio
• Civic
• City
• Accord
• Jazz
• CR-V
• Odessey
• Mobilio
• Amaze
• Brio

32. Major Social Media Campaigns
 Mobilio Campaign with Kapil Sharma Endorsing it
with a series of 4 Avs on youtube.
 Launched in India july 2014.
 Each video was rolled out every week creating a
month long buzz and customer engagement before
launch.
 More than 14 lakh views on youtube.
 Series of videos targeted customers of different age
group from wifes to netas to families using a humor
content.
Shakeel Anjum, head - Brand Communications, Honda stated “Anybody in the
market who is planning to buy a car is looking for information on social
medium. While there will be a mass media campaign during the launch of the
car, we wanted to go digital in a more focused manner at an early stage."

33. Honda Mobilio Campaign with Kapil Sharma
Video You tube launch date No. of Views
The All New Honda
Jun 24, 2014 1,497,392
Mobilio -7 Seater Car
Kapil Sharma As
Honda Salesman &
Our Neta in the
Honda Mobilio
Jul 1, 2014
1,205,033
Kapil Sharma and his
onscreen wife with
the Honda Mobilio
Jul 11, 2014 744,713
Honda Mobilio TVC Jul 23, 2014
56,494

34. Honda Amaze Longest Drive Twitter Campaign
 55 Days - 1 car , 250 towns & 25000 km drive
 Campaign started on 15th September from Jodhpur #AmazeLongestDrive
Contest
 Contest participants : Indian residents & followers of @HondaCarIndia on Twitter
 Participants need to reply to our questions that they tweet with the
#tag #AmazeLongestDrive
 Contest will judged by an in-house jury & winners will be selected from amongst the
valid entries.

35. Honda Amaze Longest Drive Twitter Campaign
 Honda asked it's fans to share their wishes and suggest one item that
should be taken in this record breaking journey. People from all over India
shared their wishes and necessary items via their tweets. Here is a
selection of those items shared which will now be a part of this journey.
Lets have a look at the video

36. Negative feedbacks on
facebook Honda Car
India page

37. Social Media Buzz so Far
Social Media
platform
On 16th
september’14
On 7th
october’14
Increase
Facebook 10.6 Lakh likes 10.7 Lakh likes 10,000 likes
Twitter 1.70 Lakh
Followers 1.75 Lakh
Followers
5000 Followers
Tweets 2978 tweets 3088 tweets 110 tweets

38. BMW – Luxury
AutoMaker
• Bayerische Motoren Werke (Bavarian Motor Works), BMW
is a German automobile, motorcycle and engine
manufacturing company founded in 1916 and headquartered
in Munich.
• Also owns and produces Mini cars, and is the parent company
of Rolls-Royce Motor Cars.
• BMW is part of the "German Big 3" luxury automakers.
• BMW India Pvt Ltd founded in 2006 is a subsidiary of the
BMW Group, headquartered in Gurgaon. BMW India has its
own manufacturing facility at Chennai.
• By end of 2014, BMW India has a plan to increase its number
of sales outlets to 50 across major metropolitan centers and
emerging markets in India.
• Major competitors: Mercedes, Audi.
4 Wheeler Portfolio
Social Media Presence
• Facebook
• Twitter
• Youtube

39. BMW Twitter Campaign - #DontPostponeJoy
Tweets by
followers
Strategy: Connecting and engaging people
with emotions (#DontPostponeJoy) as touch
points.

40. Audi– Luxury
AutoMaker
• Audi is a German automobile manufacturer that produces,
markets and distributes automobiles
• company was founded in 1966 and headquartered in Germany.
• It is subsidiary of Volkswagen Group.
• Audi is part of the "German Big 3" luxury automakers.
• Audi India Pvt Ltd is a division Audi and the Volkswagen
Group India. Founded in 2007 with headquarters in Mumbai.
• Audi India uses Škoda Auto India Private Limited
manufacturing facilities in Aurangabad to assemble the models
locally.
• Major competitors: Mercedes, BMW.
• Facebook
• Twitter
• Youtube
Social Media
Presence
4 Wheeler Portfolio
Audi A3
Audi A4
Audi A6
Audi Q5
Audi Q7
Imported
Audi A8
Audi Q3
Audi RS5
Audi RS7
Audi TT
Audi R8
Assembled
Locally

41. Audi Q3 Campaign
 The Audi Q3 S Edition was
launched on a digital platform
through an online booking
engine - driven by social
media platforms.
 Result: 125 bookings for the
Q3 S on the day of its launch.
 Using twitter hashtag
#AudiAutumnCollection2015,
for launch of
AutumnCollection2015 - the
one-of-a-kind auto-fashion
show.
 Extensive marketing on all
three social media platforms.

42. Social Media Buzz for BMW and AUDI
Social Media
platform
BMW
Engagement
Audi
Engagement
Facebook 29.2 lakh likes 36.6 lakh likes
Twitter 65000 followers 42400 followers
Tweets 2561 8759
Youtube 4945 subscribers 13576 subscribers

43. How an Online Influencer was Delighted by BMW Because of Audi
• Vishal Gondal, MD-DisneyUTV Digital sent his Audi Q7 to an authorized Audi
service station at Kalina.
• His car had GPS system installed and he received an automated message on his
mobile that his car had exceeded its speed limit at 3:30 am morning.
• Being a digital savvy person, he posted the whole story with the details of his
Audi Q7 joyride on Facebook and Twitter.
• Audi India failed to respond on time. It took them 3 hrs to tweet back .
• The Rivals BMW took advantage and sent Vishal Mini Cooper as a comfort car for
a few days.
Social Media A sensitive Platform
• Every complaint is serious for a brand.
• Should be responded timely.
• In no time it can do damages.
• With all the power in hand of customers , social media platforms should be managed
sensitively.

44. Social Media In Automobile Industry
• Today, the auto mobile industry in India is one of the largest in the world and one of the
fastest growing globally.
• Auto mobile brands are embracing Social Media presence as a powerful platform to build
communities around the brand.
• It is leveraged to drive conversations and monitor them encompassing the brands.
• The user generated content on Social Media helps brands to detect useful insights to
understand consumer preferences.
• With automobile brands going social, the communication has become more transparent than
ever. From customer support to brand promotions, companies are using various strategies
to win the hearts of their customers and acquire new customers in the social media space.
• Lot of Automobile brands are still not very active on social media , showing that this
medium is yet to be used to its fullest.
Some of Social media Analysis Results
• Indian auto mobile brands are preferred more than their foreign counterparts.
• Hatchbacks and SUVs are slightly more popular than Sedans.
• Price is the most important factor in discussions about auto mobiles, followed by features.
• Safety is considered to be the least important of the aspects.

45. Social Media Buzz for Automobiles
Social
Media
platform
BMW
Engageme
nt
Audi
Engageme
nt
Mahindra
&
Mahindra
XUV
Engageme
nt
Honda
Engageme
nt
Facebook
likes
29.2 lakh 36.6 lakh 19.5 lakh 10.7 lakh
Twitter
followers
65000 42400 4794 17500
Tweets 2561 8759 1236 3092
Youtube
4945 13576 3399 7632
subscribers

46. Websites for Automobile Comparison & Branding
• Carwale.com
• Cardekho.com
• Gaadi.com
• Zigwheels.com

47. Social Media Benefits
 Increased Brand Recognition.
 Better Search Engine Rankings
 Improved brand loyalty - brands who engage on social media
channels enjoy higher loyalty from their customers
 More Opportunities to Convert - Every post you make on a social
media platform is an opportunity for customers to convert.
 Higher conversion rates – adds humanized elements through
interaction
 Decreased Marketing Costs – compared to traditional marketing
 Richer Customer Experiences - Every customer interaction is an
opportunity to publicly demonstrate your customer service level and
enrich your relationship with your customers.
 Improved Customer Insights- gain valuable information about what
customers are interested in and how they behave.

48. Disadvantages & Threats of social media
 Permanent resource has to be engaged to manage your
social media presence, responding to feedback and
producing new content
 It can be difficult to quantify the ROI and the value of
one channel over another
 Failing to respond to negative feedback - may damage
your reputation
 Ineffective Usage of platform can lead to no sales or
conversions

49. References
 Wikipedia
 Facebook
 Twitter
 YouTube
 Pinterest
 Economic Times
 Simplify360.com
 Afaqs.com
 All brand websites

50. Thank You