Simplify360 Premium Brand Audit Report

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Simplify360 Social Marketing Suite Application for Social Business

Copyrights 2012 Simplify360 www.simplify360.com

Premium Brand Audit Report

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Automobile Industry

Confidential “This document is solely for informational purposes. The contents of this document are strictly confidential and contain proprietary information. The recipients agree that they will use the information only for their own use and will not divulge any such information to any other party without In-Rev or any of our affiliates' prior written consent.”

All rights, including IP and copyrights in the creative concepts, ideas, plans, drawings, logos, designs, or other intellectual property in this document are with In-Rev. No part of the same may be reproduced (including through any modification / adaptation thereof), in any form or by any means whatsoever under penalty of law.

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TABLE OF CONTENTS

01. Confidential 02 02. Abstract 04

MAIN

Buzz Trend What are people talking about the brands?

05 Share of Voice How are people talking about different brands?

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Brand Affinity How are these different Brands associated?

10 Brand Attributes How are the brands perceived by the people?

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Channel Distribution Where and who are talking about these brands?

14 SUMMARY

19 Audience Analytics Where and who are talking about these brands?

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Abstract The intent of this report is to make you aware of the relationship between a brand and its consumers from a social perspective. It tells you about the perception and penetration of a brand in the consumer’s life. The Brand Audit Report details facts about Brand Buzz, Demographics of the consumers talking about the brand and provides useful insights about the social presence of the brand. The core objective of this report is to provide you with pointers for your next marketing campaign, using information from the social landscape. This report was built based on analytics data from the Simplify360 AnalyticsTM platform. The key sections of the report: Buzz Trend: What are people talking about the brands? Share of Voice: How are people talking about different brands? Brand Affinity: How are these different Brands associated? Brand Attributes: How are the brands perceived by the people? Channel & Audience Analytics: Who are talking about these brands and where are they from. Note: The data in the report is based on actual conversations. The brands chosen for the research were not commissioned by any organization. The research was carried out with the sole intention of showcasing Simplify360 and the power of social media research.

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Competitive Intelligence Industry Buzz Trend Buzz Trend A snapshot of the conversations: This report provides an overview of the automobile industry on the social space. We have tracked 8 brands namely Maruti Suzuki, Chevrolet, Honda, Hyundai, Mahindra & Mahindra, Ford, Tata Motors & Toyota.

The above graph depicts the overall buzz trend for various brands during the time period from 1st May 2012 to 23rd May 2012. The graph shows Maruti Suzuki has the lowest buzz while Toyota has the highest buzz on the social space.

Time Period : 1th May to 23th May 2012 No of social mentions : 59201 Unique Users : 25791 Average Mentions/Day : 2579

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Conversations The conversations related to the automobile industry revolve around share market values, launch of new models by the companies, new promotional videos or campaigns, a few grievances and queries about the performance of the cars.

”RT @AalsiTattu: Maruti slows production of its highest selling car after this episode of SMJ :-P” ----------------------------------------------------------------------------------------

”I liked a @YouTube video http://t.co/OkZnpqco Maruti Suzuki Ertiga Review by http://t.co/MCwU1afN - Ertiga road test” ----------------------------------------------------------------------------------------

”Honda launches new Honda City http://t.co/tmLRLHXY” --------------------------------------------------------------------------------------- ”what is the mileage of Honda Brio in city and highway?” ----------------------------------------------------------------------------------------

”let's be real, my honda accord 2003 ex is better than most of these kids own rides in lake elsinore ----------------------------------------------------------------------------------------

”I favorited a @YouTube video http://t.co/XlQvo7ft Pub Chevrolet Spark :-).flv” ----------------------------------------------------------------------------------------

”Just saw this knew hyundai commercial he said " If garages could talk they would say something like, ummm cut me off a slice of that!" ;) hahaaa” ----------------------------------------------------------------------------------------

”My dream vehicle: 2012 Ford Raptor all black, black rims, blacked out lights and tinted windows, lifted. ----------------------------------------------------------------------------------------

”Hey GM & Fiat how bout those bailouts RT @thehill: Ford gets ratings boost, blue logo back (by @VickoftheHill) ”http://t.co/sco1v6wA #tcot” ----------------------------------------------------------------------------------------

”I don't get why anyone would buy the BMW X1. It looks like something Tata Motors designed #Fail ----------------------------------------------------------------------------------------

”Omg I swear on my life Bruce Jenner is driving a baby blue Toyota Camry right next to us holy snapple is this real life” ----------------------------------------------------------------------------------------

”Major fire at Mahindra and Mahindra plant near Nashik, no casualties reported - The Times of India http://t.co/GIRKlR06”

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Share of Voice

Honda has the highest share of voice 33% and is followed by Ford (28%) and Chevrolet (16%) Word Cloud Below is the word cloud of conversations of various automobile brands, the common theme of the conversation is associated with the performance or feature of the car. Comparison of various model, discussion about launch of new model and promotional video/campaigns are common topic of discussion (Note: We have removed the conversation related to stock market updates of these brands)

2% 16%

33%

3% 0%

28%

4%

14% Auto Brands

Maruti Chevrolet Honda Hyundia Mahindra & Mahindra Ford Tata Motors Toyota

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Honda Chevrolet Hyundai Ford

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Tata Motor Toyota Maruti Suzuki Mahindra & Mahindra

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Common theme Honda – Popular models, Features, comparison with Toyota & Hyundai Chevrolet – Engine, comparison with ford Hyundai – Associated with i10 and i20, compared with Honda & Maruti Ford – American lifestyle, Family & US presidents Tata Motors – Nano, Steel, Rover and other Tata ventures. Toyota – association with adventure, features, comparison with Honda Maruti Suzuki – comparison with all major brands Mahindra & Mahindra –Association with Indian automobile players Tata, Maruti Brand Affinity Brand Relationship Matrix

Toyota Maruti Tata Motors

Hyundai

Chevrolet

Honda M & M

Toyota 5910 43 54 315 1324 1711 2 Maruti 43 553 151 73 33 95 4 Tata Motors 54 151 1511 44 32 162 13 Hyundai 315 73 44 1281 358 452 3 Chevrolet 1324 33 32 358 4954 1857 4 Honda 1711 95 162 452 1857 11521 3 M & M 2 4 13 3 4 3 61

Brand Relationship Matrix: How many times Brand B was referred to while Brand A was being discussed, ie Toyota was referred 43 times when Maruti was being discussed and Hyundai was referred to 162 times while Honda was being discussed.

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Brand Exclusivity

Brand exclusivity: Top three brands with the highest buzz

1. The number of people talking about Honda is higher(8834) when compared to other 2 brands, but people talking about Honda and Chevrolet (976) is more than the people talking about Toyota and Honda (830). This suggests that Chevy is more often discussed alongside with and compared to Honda rather than Toyota (443).

2. Although more people are talking about Honda when compared to the other 2 brands, there is a huge potential audience who are talking about Toyota (3756) and Chevy (2654) but not about Honda.

3. Audience penetration is 67% ( out of 100 people who talk about automobile brands; 67 people talk about Honda)

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Brand Attributes

Spider graph

Luxury Style & Luxury features and functions in the car, l ike gps, remote lock, USB, Bluetooth.

Dependability Safety, robustness & quality features associated with brand.

Value for Money How people perceive the brand in monetary terms, maintenance, on road price.

Customer Experience Sales and after sales experience of consumers.

Brand Performance Overall consumer experience of the brand including the above mentioned attributes.

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Despite having decent brand buzz on social space compared to Honda and Toyota; Maruti Suzuki scores well on the five attributes of brand. People have high brand perception about Maruti.

0.00 3.00 6.00 9.00

12.00 15.00 18.00 21.00 24.00

Ford

Toyota

Honda

Maruti Suzuki

Chevrolet

M & M

Tata Motors

Hyundai

Brand Attribute Luxury Dependability Value for Money Customer Service Brand Performance

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Brand Frequency

This graph shows that the people who mention a brand multiple times are very few. This indicates that the brand loyalty is very low. The more number of times a user mentions a brand, the higher the probability of him being loyal to the brand. Bottom Line: Engage with customers. Channel Analytics Channel Distribution: overall

Twitter is the prominent channel for conversation associated with automobile industry, followed by Facebook and blogs.

0

5000

10000

1 2 3 4 5 6 7 8 9 10 20 30 40 50 100 200 300 500

Population of Audience by Number of times Brand was mentioned.

46034

4826 3572 807 2062 1373 527

Twitter Facebook Blogs News Customsites Flickr Videos

Channel Distribution: Overall Mentions

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Channel Distribution Brand-wise

Twitter is the most favorite platform for discussion of various brands followed by Facebook and blogs Day of the Week Analysis Brand Wise

Tuesdays & Wednesdays were the days when audiences talk the most about these brands.

0 2000 4000 6000 8000

10000 12000 14000 16000

Maruti M & M Toyota Tata Motors

Ford Hyundai Chevrolet Honda

Channel Distribution : Brand-wise

Twitter Facebook Blogs News Customsites Flickr Videos

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500

1000

1500

2000

2500

3000

3500

4000

4500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Maruti

M & M

Toyota

Tata Motors

Ford

Hyundai

Chevrolet

Honda

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Day of the Week Analysis: Channel Wise

Weekly mentions received on various channels. Twitter is the most favoured channel as compared to any other channel.

Hourly Analysis

0 1000 2000 3000 4000 5000 6000 7000 8000 9000

10000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Twitter

Facebook

Blogs

Forums

News

Video

Flickr

Customsite

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Facebook Trend Facebook users activity on hourly basis; prime time is generally 8-10 pm when people have posted about one of the brands.

Twitter Trend Hourly mention received count for automobile sector: people tweet about the above mentioned brands on regular basis every hour.

0

50

100

150

200

250

300

350

Facebook

0

500

1000

1500

2000

2500 Twitter

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Audience Intell igence Demographics: Age & Gender Distribution

Brand-wise Sentiment distribution

Overall sentiment of automobile industry is above average and on the positive side.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

13-17 18-25 26-35 36-45 45+

Age Distribution

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Maruti

M & M

Toyota

Tata Motors

Ford

Hyundai

Chevrolet

Honda

Positive Negative Neutral

80.19%

19.81%

Gender Distribution

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Summary Following are the key takeaways from automobile industry performance in social space.

§ General buzz trend of automobile industry with respect to individual brands

revolve around new product launches, advertisement campaigns, videos and reviews

§ People talking about automobile sectors don’t have much social presence except for twitter; an opportunity to engage the customers in other channels.

§ Maruti Suzuki has command over Indian market segment in social space and has very high consumer mindshare

§ Most of the conversation takes place in twitter, other channels have relatively very

low share.

§ Age group 26-35 who are the working population take part in these conversations

§ None of the brand has active presence in Facebook, either they don’t have corporate page or they do not engage with customers in regular basis.

About Simplify360 Simplify360 enables organizations to effectively implement social media concepts in to core business functions. Powered by Simplify360 AnalyticsTM, it extends a sophisticated and user-friendly environment to realize value via actionable intelligence. To know more about Simplify360 visit: www.simplify360.com

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