IndiaAuto Social Index

October 2013 #indiautosocial

All content copyright Scenario Consulting Pvt. Ltd.

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BRANDS COVERED IN THIS REPORT

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ABOUT THE REPORT

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.

~  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

~  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 ~  This month’s exclusive: From the owners heart – an exclusive diagnosis what people who have ‘bought’ a vehicle think about the brand. nameplates ~  Which are the most socially talked about brands by owners ~  Which brands have the highest vibrancy score amongst owners ~  What are the key highlights (accolades and pain-points) for various vehicle categories, as

mentioned by owners

~  Write to anurag.bhattacharyya@blogworks.in to buy a copy of the full report. 4

THIS ABRIDGED VERSION CONTAINS

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MOST MENTIONED BRAND

~ Tata Motors was the most mentioned brand online in October, pushing last month's most mentioned brand, Toyota, to the 2nd position.

~ Maruti Suzuki climbed up six positions from September to be at the 3rd position in October 2013.

BRAND VIBRANCY INDEX (BVI)

~ Mercedes-Benz and Audi were the most vibrant brands in October, both ranked 1st by the Brand Vibrancy Index, followed by Porsche at the 3rd position.

~ Tata Motors and Fiat made a surprise entry into the Top 5 by BVI, moving up from the 15th and 16th positions respectively in September, to the 4th and 5th positions in October 2013.

MONTHLY SENTIMENT BY BRAND

~ Tata Motors: Negative sentiment decreased for Tata Motors. Positive mentions around Tata Nano, Tata Indigo, Tata Sumo Gold, and Tata Vista increased significantly in October 2013.

~ Fiat: Fiat saw the highest increase in positive sentiment across all brands. Fiat Grand Punto contributed the most to this increase with owners mentioning the vehicle’s features and ride experience positively.

~ Land Rover: Highest decrease in positive mentions was seen in Land Rover. Negative mentions increased for the Land Rover Range Rover, largely due to actor Salman Khan tweeting about his bad experience with Range Rover’s post-sales customer service.

EXECUTIVE SUMMARY

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TOP CATEGORY

~ SUV

~  SUVs from Nissan, Honda and Toyota are most liked for their ‘Ride experience/performance’ and ‘Looks/design’.

~  Vehicles from Tata Motors, Hyundai, Force Motors, Ssangyong, and Mitsubishi had the most negative mentions for ‘Customer service’.

~  Ford EcoSport was appreciated most for its ‘Features’ while engine issues in the vehicle contributed to negative sentiment for ‘Engine specification/power’.

~ SMALL HATCHBACK

~  ‘Looks/design’ and ‘Ride experience/performance’ continued to be the most positively mentioned themes in this category. ‘Price’, ‘Features’ and ‘Engine specification/power’ received mixed responses.

~  Maruti Suzuki WagonR Stingray had the most positive sentiment under ‘Features’ and ‘Ride experience/performance’, while Maruti Suzuki Alto is considered to be a value for money vehicle in this segment

~  Honda Brio and Hyundai Grand i10 received the most positive mentions for ‘Fuel economy/mileage.

EXECUTIVE SUMMARY

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TOP CATEGORY

~ BIG HATCHBACK

~  Fiat Grand Punto had the highest mentions and most positive sentiment under ‘Ride experience/performance’.

~  Most vehicles in this category had positive sentiment under ‘Fuel economy/mileage’, but Fiat Grand Punto was ahead of all other nameplates.

~  Fiat Grand Punto and Hyundai i20 were considered value for money vehicles in this category.

~ EXECUTIVE SEDAN

~  ‘Fuel economy/mileage’ and ‘Engine specification/power’ were the two most positively mentioned themes in October 2013.

~  Hyundai Elantra and Renault Fluence were the most positively mentioned vehicles in this category.

~  Hyundai Elantra, Renault Fluence, Skoda Laura and Toyota Corolla Altis were appreciated for their ‘Looks/design’, while Hyundai Elantra and Volkswagen Jetta led the positive mentions under ‘Features’.

~ MUV/MPV

~  ‘Features’ was the most discussed theme in this category.

~  Tata Sumo Gold was the most positively mentioned vehicle, with space and comfort being its top talking points.

EXECUTIVE SUMMARY

LEADERBOARD

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brand and category leaders

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LEADERBOARD

Rank (Oct 2013)"

Rank (Sep 2013)"

Top-5 Most Mentioned Brands Oct 2013"

1" 2" Tata Motors"

2" 1" Toyota"

3" 9" Maruti Suzuki"

4" 3" Ford"

5" 7" Mercedes-Benz"

Rank (Oct 2013)"

Rank (Sep 2013)"

Top-5 Most Vibrant Brands Oct 2013"

1" 4" Mercedes-Benz"

1" 4" Audi"

3" 4" Porsche"

4" 15" Tata Motors"

5" 16" Fiat"

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LEADERBOARD – MOST MENTIONED NAMEPLATES BY CATEGORY

Rank" Top-5 Most Mentioned Nameplates – SUV"

1" Renault Duster"

2" Nissan Terrano"

3" Mahindra XUV 500"

4" Mahindra Scorpio"

5" Ford EcoSport"

Rank"Top-5 Most Mentioned Nameplates – Small Hatchback"

1" Tata Nano"

2" Maruti Suzuki Alto"

3" Maruti Suzuki Alto K10"

4" Hyundai Grand i10"

5" Hyundai Santro Xing"

Rank"Top-5 Most Mentioned Nameplates – Mid size Sedan"

1" Ford Fiesta"

2" Fiat Linea"

3" Honda City"

4" Volkswagen Vento"

5" Renault Scala"

Rank"Top-5 Most Mentioned Nameplates – Big Hatchback"

1" Fiat Grand Punto"

2" Tata Vista"

3" Maruti Suzuki Swift"

4" Ford Figo"

5" Maruti Suzuki Ritz"

SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK

Rank"Top-5 Most Mentioned Nameplates – Executive Sedan"

1" Skoda Octavia"

2" Cheverolet Cruze"

3" Volkswagen Jetta"

4" Skoda Laura"

5" Honda Civic"

Rank"Top-5 Most Mentioned Nameplates – MUV / MPV"

1" Toyota Innova"

2" Nissan Evalia"

3" Maruti Suzuki Ertiga"

4" Cheverolet Tavera"

5" Tata Sumo Gold"

Rank"Top-5 Most Mentioned Nameplates – Sports Cars"

1" Audi R8"

2" Lamborghini Aventador"

3" Bugatti Veyron"

4" Lamborghini Veneno"

5" Ford Mustang"

Rank"Top-5 Most Mentioned Nameplates – Luxury Sedan"

1" BMW 5 Series"

2" Volvo S60"

3" Mercedes C-Class"

4" Toyota Camry"

5" BMW GT"

EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN

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LEADERBOARD – MOST MENTIONED NAMEPLATES BY CATEGORY

Rank"Top-5 Most Mentioned Nameplates – Premium Hatchback"

1" Volkswagen Beetle"

2" MINI Cooper"

3" Mercedes A-Class"

4" MINI Cooper Convertible"

Rank"Top-5 Most Mentioned Nameplates – Premium SUV"

1" Land Rover Range Rover"

2" Land Rover Range Rover Sport"

3" Toyota Land Cruiser"

4" Porsche Cayenne"

5" BMW X1"

Rank"Top-5 Most Mentioned Nameplates – Super Luxury Sedan"

1" Bentley Flying Spur"

2" BMW M"

3" Porsche Panamera"

4" Mercedes S-class"

5" Bentley Continental GT"

Rank"Top-5 Most Mentioned Nameplates – Hybrid / Green"

1" Toyota Prius"

2" Mahindra Reva"

3" Toyota Camry Hybrid"

PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN

BUZZ

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most mentioned brands brand vibrancy index

Rank in Oct 2013 (Sep

2013)"BRAND NAME" Oct-13" Sep-13"

% difference in volume of mentions"

1 (2)" Tata Motors" 16,140" 9,426" 71%"2 (1)" Toyota" 9,088" 11,480" -21%"3 (9)" Maruti Suzuki" 8,361" 4,176" 100%"4 (3)" Ford" 7,657" 6,599" 16%"5 (7)" Mercedes-Benz" 7,118" 4,388" 62%"6 (11)" Renault" 5,610" 2,894" 94%"7 (4)" Audi" 5,501" 5,932" -7%"8 (6)" Ferrari" 5,044" 5,032" 0%"9 (6)" Nissan" 4,887" 4,822" 1%"10 (5)" Hyundai" 4,607" 5,163" -11%"11 (14)" Skoda" 3,858" 2,503" 54%"12 (10)" Fiat" 3,818" 4,083" -6%"13 (8)" Volkswagen" 3,212" 4,253" -24%"14 (12)" Honda" 3,143" 2,833" 11%"15 (21)" Land Rover" 2,738" 634" 332%"16 (15)" Mahindra" 2,707" 2,412" 12%"17 (13)" Porsche" 1,867" 2,606" -28%"18 (23)" BMW" 1,512" 484" 212%"19 (20)" Chevrolet" 1,419" 927" 53%"20 (17)" Bentley" 1,286" 1,166" 10%"21 (16)" Jaguar" 1,082" 1,941" -44%"22 (19)" Rolls Royce" 859" 1,037" -17%"23 (22)" Mitsubishi" 826" 498" 66%"24 (18)" Lamborghini" 746" 1,040" -28%"25 (31)" Bugatti" 670" 37" 1711%"26 (24)" Aston Martin" 625" 357" 75%"27 (27)" Volvo" 575" 241" 139%"28 (-)" MINI" 271 " --" --"

29 (29)" Ssangyong" 190" 162" 17%"30 (26)" Force Motors" 172" 273" -37%"31 (33)" Maybach" 153" 2" 7550%"32 (25)" Datsun" 117" 278" -58%"33 (30)" Maserati" 74" 66" 12%"34 (28)" Hindustan Motors" 68" 179" -62%"35 (32)" Premier" 17" 9" 89%"36 (-)" San" 1 " --" --"

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MOST MENTIONED BRANDS

By % change in volume of mentions"

BRAND NAME" % difference from previous month"

Top gainer" Maybach" +7550%"

Top loser" Hindustan Motors" -62%"

By rank" BRAND NAME" Difference in rank"

Top gainer" Maruti Suzuki, Land Rover, Bugatti" +6"

Top loser" Datsun" -7"

Tata Motors: High mentions for the brand were generated due to Tata Safari sponsoring the television series 24, and fashion designer Masaba Gupta unveiling a new version of the Tata Nano designed by her.

Maruti Suzuki: Maruti AltoK10‘s #MyMusicContest on Twitter witnessed active participation from people. This enabled Maruti Suzuki to climb 6 positions from September, to be at the 3rd position in October 2013.

Toyota: The launch of Toyota Camry Hybrid and a contest on Twitter by Toyota Etios #Love2Race contributed to hight mentions in September 2013. There were no mentions of this hashtag in October 2013, which caused Toyota’s slip from the 1st position in September to the 2nd position in October 2013.

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Note – Jaguar, Rolls-Roys, Mitsubishi, Lamborghini, Bugatti, Aston Martin, Volvo, MINI, Ssangyong, Force Motors, Datsun, Maserati, Hindustan Motors, Premier and San were outliers in October 2013.

Moving away from the vanity indices, Vibrancy Score measures brand’s social sentiment score. The score ranges from -1 to +1. Higher the score, higher the vibrancy of the brand vis-à-vis its competitors.

BRAND VIBRANCY INDEX (BVI) or SOCIAL SENTIMENT SCORE

Mercedes-Benz, Audi and Porsche moved up by the Brand Vibrancy Index in October 2013, as compared to their ranks in September, while Tata Motors and Fiat made a surprise entry in the Top-5.

~ Mercedes-Benz: Mercedes-Benz won double honours at the German Design

Awards 2014, with both the S-Class W222 and the Ener-G-Force LA Auto Show concept car being among the prize winners. Also, Mercedes-Benz receiving more than 30,000 orders for the new S-Class drove positive mentions for the brand.

~ Audi: Audi’s contest on Twitters '#ClickAudi', asking people to send in the best photographs of Audi vehicles shot by them, witnessed active participation from people. This resulted in the brand climbing up to the 2nd position by the Brand Vibrancy Index in October 2013.

~ Tata Motors: Masaba Gupta unveiling a designer model of Tata Nano at the Lakme Fashion week contributed to the positive mentions for the brand. This caused Tata Motors to climb to the 4th position by the Brand Vibrancy Index in October 2013.

~ Fiat: Owners sharing positive reviews on Team Fiat India forum and Fiat Punto getting the Honorable Mention award under ‘Fleet Markings Single Multicolor Entries’ category for design at the Golden Image Awards 2013, contributed to positive mentions.

Rank in October 2013

Rank in September 2013 Brand name Sum of BVI

October 2013 Sum of BVI September 2013

1 4 Mercedes-Benz 0.86 0.83

2 4 Audi 0.77 0.83

3 4 Porsche 0.71 0.83

4 15 Tata Motors 0.54 0.29

5 16 Fiat 0.53 0.22

6 9 Hyundai 0.49 0.6

7 1 Bentley 0.47 1

7 Outlier Ferrari 0.50 0

8 18 Ford 0.36 -0.38

9 11 Nissan 0.29 0.51

10 14 Mahindra 0.28 0.38

11 7 Honda 0.23 0.75

11 Outlier BMW 0.35 0

12 12 Maruti Suzuki 0.22 0.47

13 13 Renault 0.22 0.42

14 8 Toyota 0.15 0.71

15 10 Skoda 0.11 0.53

16 17 Volkswagen 0.09 0.07

20 Outlier Land Rover -0.15 1

21 Outlier Chevrolet -0.18 0.1

Outlier 1 Jaguar - 1

Outlier 3 Lamborghini - 0.85

Report Parameters

~  The report currently considers 36 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 October 2013. 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.

METHODOLOGY

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"

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Report Parameters

∼ All 12 categories of cars were considered for the attribute study. A sample of 1000 mentions each 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.

METHODOLOGY

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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

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18 All content copyright Scenario Consulting Pvt. Ltd.