Social Media & Indian Beer Industry: A Research Report

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5 Key Research Findings

Picture sourrce: http://theoandrosa.blogspot.in/, http://en.wikipedia.org/wiki/Maharashtra, http://www.ditii.com/2011/10/06/twitter-platform-issue-tracker-deprecates-google-code-tracker/, http://www.pinelandscc.co.za/2010/09/pcc-inv-xi-vs-cuylerville-cc/, http://www.legalfutures.co.uk/latest-news/index-to-measure-success-of-legal-reforms

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Contents

Beer Industry Overview

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Indian Beer Industry

Market overview

Drivers and challenges

Market Value and Volume

In 2010, Indian beer market grew by 17.1% to reach a value of $5,022.8 million. CAGR for period 2006-2010 was 21.9%.

Volumes grew by 13.8% in 2010 to reach a volume of 1,687.4 million liters. CAGR for period 2006-2010 was 14.4%

Market Characteristics

Standard lager is the largest segment accounting for 91.8% of the market's total value. The premium lager segment comes second and accounts for a further 8.2% of the market.

United Breweries Limited is the leading having a 42.4% share of the market's volume. SABMiller comes second and accounts for 22.8% of the market.

Environment AnalysisPE

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Industry AnalysisPorter’s Five Forces Analysis

Indian beer market is highly concentrated, with the top three players holding 70.6% of the totalmarket volume.Overall attractiveness of the market is medium

Social Media Research

Brands Considered

Why Social Media?

• People talk a lot about their preferences and dislikes only.• People uses the about beer daily.• The keyword “BEER” tracked by us had about 250 daily conversations in India.

Social Media Research has faster turn around time, has bigger sample size and is more accurate and reliable.

Insights through Social Media

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Audience Gender and Age Distribution

Beer brands have more male patronage than female.

People in the age group of 18-25 years, which is target segment for beer, talk more about beer

Brand Localization

•Kingfisher is present in almost all states of India.

• Miller Lite has noticeable presence only in Tamil Nadu.

• Almost all brands are most famous in Maharastra.

Channel Distribution

Beer brands get highest coverage from Twitter and News.

Share of Voice and Brand Opinion

Kingfisher has the maximum share of voice among all the brands, amounting to 88.3%. No doubt that it is the market leader. Almost all the brands have equal amount

of both positive and negative opinions with few negative once also.

Social Buzz Benchmarking

Definition of Buzz Metrics used for Benchmarking (more the better for both Scores)Opinion Score: Opinion Score based on the sentiments of the posts towards the brand. Influence Score: Influence Score defined by overall buzz, uniformity of the buzz over time, and diversity of buzz across channels.

• Kingfisher has the highest Influence score, which make it the most talked about brand among competitors.

• Foster’s and Miller Lite have the highest Opinion score, which means that they have very less negative opinions.

*Note : Global buzz ignored.

Platform Affinity and Buzz Score

People use twitter most to talk about beer than any other platform.

Buzz Score: It is degree to which a brand get attention in market

Kingfisher has the maximum buzz score, which means it gets maximum attention among competitors.

*Note : Global buzz ignored.

Why Kingfisher so Popular??

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• Kingfisher is famous among various beer brands due to its association with Cricket(IPL), which is the most talked about work along with beer (slide 24).

• Kingfisher also have some negative sentiments in relation employee management issues (salaries, boycott etc) , covered extensively by news media.

Opinion Score v/s Influence Score

A regression test was run on carried on Opinion score and Influence score. The value of regression coefficient R2 =0.2030, which proves that there is no established relationship between Opinion score and Influence score.

This also disproves the point that when people talk they talk only negative or only positive.

What is talked about Beer? (1/2)

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The most used words in association with beer:IPL, People, Kingfisher, Easter, Cricket, Price, Party , Food and Tax

What is talked about Beer? (2/2)

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Common Topic of Discussion• People associate beer mostly with cricket. Maybe they want to drink beer while watching cricket.• Second most talked about keyword is “Kingfisher”. Common people relate beer with Kingfisher in India.• People also associate beer and food.• Price is also talked about in association with beer. This represents cost sensitive customers.

Conclusions of Analysis

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Recommendations

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Research Methodology

1. General characteristics of Indian beer are analyzed using the report “Beer in India” December, 2011 by Datamonitor.

2. Analysis using social media1. 15 Brands of Indian Beer Industry were considered.2. Data was collected from April 1, 2012 to April 17, 2012.3. Chosen channels are – Twitter, Facebook, Blogs, News, Flickr, Forums

and Youtube.4. Buzz in the Social Media Space about the brands were tracked using

Simplify360.

3. Conclusions are drawn considering general Industry characteristics and insights from the social media.

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Prepared by Karan : Social Media Research Analyst @ simplify360