Eicher SocialMedia Presentation
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Transcript of Eicher SocialMedia Presentation
7/25/2019 Eicher SocialMedia Presentation
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W I T H T H E M A J O R F O C U S O N S OC I A LM E D I A C O N V E R S A T I O N S O N C O M M E R C I A L
V E H I C L E S
Social Media Analysis of Eicher
& Competitors
A U T H O R - S O H A I L A H M A D
D A T E - 1 6T H
A P R I L
7/25/2019 Eicher SocialMedia Presentation
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Summary
• Social media analysis done for Eicher Motors India and its maincompetitors viz. Tata Motors, Ashok eyland & SM Isuzu !formerlyS"ara# Mazda$
• Conversations on these %rands is ma#orly driven %y ace%ook & T"itter• Tata Motors has official presence on ace%ook, T"itter & inkedIn•
SM Isuzu is not active on any of the social media platform• 'oth ace%ook & T"itter considered for derivin( share of voice of the
a%ove %rands
Sentiment Analysis )vervie" •
T"itter used as a source for "e% scrapin( & data minin(• *ata minin( "as done usin( + pro(rammin( & T"itter AI tools• Initially, over -,// ra" data "as collected for pre0processin(• +a" data "as processed and only relevant conversations used for the
sentiment analysis of all 1 %rands• Sample size of the conversations used for Sentiment analysis for all
%rands2 1,3-4
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roduct )fferin(s %y Eicher Motors India
Eicher Motors
Commercial vehicles
!ses0Tourist 'us,School 'us,
Staff 'us
Tr!c"s0ro Series, 5E Series
Special Appliances
Am%ulance, 6ater
Tankers etc
+oyalEnfield
Tata Motors
S"ara# Mazda
Ashok eyland
Competitors
• 6hile doin( the analysis primary focus has %een on the commercial %uses ofEicher7 and some"hat on the trucks
• Same aspect has %een covered for the competitors as "ell
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)fficial resence of 'rands on Social Media
r#$% F#ce&oo"P#'e
T(itterH#$%)e
Li$"e%I$P#'e
Tata Motors 8es 8es 8es
S"ara# Mazda 9o 9o 9o
Eicher 8es 9o 9o
Ashok eyland 8es 9o 9o
• These automotive %rands are yet to fi(ure out the use of social media for %uildin(customer relationship and %rand loyalty. All of them have recently #oined the socialmedia %and"a(on
• )n the other hand, their (lo%al counterparts like 5olvo, Mercedes etc have healthypresence "ith hu(e no. of fans interactin( on the daily %asis
• Tata Motors is the :st Indian %rand "ith over ://k follo"ers on inkedIn
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Social Media Conversations
Tata Motors Eicher Motors S"ara# Mazda Ashok eyland/
-//
:///
:-//
///
-//
3///
3-//
1///
1-//
-///
1;/
;3/
:;;
4<-
• Ma#ority of the conversations on social media is driven %y Tata Motors, (iven it hasofficial presence on %oth ace%ok & T"itter
• Eicher does ' updates every alternate day and (enerate decent traction "hile
Ashok eyland posts updates not very often
*ata taken for the month April=/:-
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Share of 5oice on ace%ook
1->
3?>
:>
:;>
F#ce&oo"
Tata Motors
EicherS"ara# Mazda
Ashok eyland
• osts of Tata Motors are related to campai(ns & events thus (enerates ma@imumen(a(ement "ith fans
• Eicher (enerates decent en(a(ement "ith the eclectic use of product snapshots• Ashok eyland doesn=t posts more often, and the posts have snapshots of %eautiful
%uses of eyland• S"ara# Mazda doesn=t have a official presence on ace%ook
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Share of 5oice on T"itter
1->
1>
>
3/>
T(itter
Tata MotorsEicher
S"ara# Mazda
Ashok eyland
• Tata Motors is the only active %rand on T"itter• Ma#ority of the T"itter conversations of the %rands are related to the ne" product
launches, uarterly performance, e@pansion, strate(y etc. thus they=re ma#orly
neutral in nature
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Competitive Analysis on ace%ook
P#r#*etersT#t#
Motors Asho" Le+)#$%
EicherTr!c" , !s
SML Is!!
F#$s ./160 1/023 1/40 No F P#'e
F#$s 5ro(th 1.7 087 097 -
D#i)+ Posts 1Irre'!)#r )ess
th#$ 11 -
Mo$th)+ Li"es 2/100 1/000 1/.00 -
Mo$th)+Co**e$ts
200 28 180 -
Mo$th)+ Sh#re 320 200 460 -
Post ER 447 27 147 -
• Engagement Rate (ER) is avg. engagement per post expressed as percentage of overall fanbase during a month
• In spite of having lower fanbase, Tata Motors has highest engagement because of itsinteractive posts
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Tata Motors on T"itter
P#r#*eter
Bandle TataMotors
ollo"ers :1,3?<
InteractiveD 9oMonthly T"eets -03-
Monthly +Ts :-/0//
Mentions ;/0</
• Tata Motors mostly t"eet a%out the ne" initiative or campai(ns of Tata Motors• It also t"eets and ret"eets positive related ne"s to its %rands
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Sentiment Analysis
or sentiment analysis, t"itter data for relevant %rands do"nloadedusin( T"itter AI, pre0processed usin( tm packa(e of +, removedirrelevant data and sentiment analysis done on processed data to (etthe desired results
*ata collected %et"een :;th April0:-th May= /:-
After the pre0processin( of data, follo"in( is the sample size used forsentiment analysis
Tata Motors2 0 ,:3
Ashok eyland20 :,:/4
Eicher Motors20 <?: S"ara# Mazda !SM Isuzu$20 :-;
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Sentiment Analysis0Tata Motors
;>
:4>
?;>
Se$ti*e$t
9e(ativeositive
9eutral
Ne'#ti:e Co$:ers#tio$s• Conversations a%out the tankin( of shares of Tata Motors on 'SE Auto Inde@• Tata Motors= attempt to raise de%t throu(h euity ri(hts issue
Ne!tr#) Co$:ers#tio$s• eneral ne"s a%out Tata Motors• Tata Motors= plan of openin( ne"
dealership every day etc
Positi:e Co$:ers#tio$s• Tata Motors has %een usin( cloud for the
faster delivery of its products to endconsumers
• Tata Motors is e@pandin( in small to"ns
to revive its fortunes
9F,:3
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Sentiment Analysis0Ashok eyland
:->
31>-:>
Se$ti*e$t
9e(ativeositive
9eutral
Ne'#ti:e Co$:ers#tio$s• 9et earnin( of Ashok eyland fell 3;> in 1 th uarter• Ashok eyland is strun(lin( "ith personal cars %usiness, plannin( stop its
production• Shares of Ashok eyland plummets after poor sales in 1th uarter
Ne!tr#) Co$:ers#tio$s• Ashok yland frames Insider Tradin(
code "ith competitors• Ashok "ill stop producin( commercial
personal vehicles
Positi:e Co$:ers#tio$s• Ashok eyland improved sales volume in
the medium & heavy commercial vehicles• 6ith the price increase of heavy
commercial vehicles, profit mar(in has
improved
9F:,:/4
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Sentiment Analysis0Eicher Motors
1>
-3>
13>
Se$ti*e$t
9e(ativeositive
9eutral
Ne'#ti:e Co$:ers#tio$s• Eicher Motors= share falls from +s. :4,:3/ to +s. :?,;//7 +s. -// fall in overni(ht
Ne!tr#) Co$:ers#tio$s• Market happy "ith performance of
Eicher Motors
Positi:e Co$:ers#tio$s• 9et profit of Eicher Motors up %y 1> in
the :st uarter !8o8$• 9et sales up %y 33> in the :st uarter• Eicher Motors %uys GH=s firm Barris
erformance roducts• Eicher Motors= shares all time hi(h due to
stron( performance
9F<?:
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Sentiment Analysis0SM Isuzu
4>
:4>
?1>
Se$ti*e$t
9e(ativeositive
9eutral
Ne'#ti:e Co$:ers#tio$s• Accident a%out a Mazda truck7 driver a%scondin(
Ne!tr#) Co$:ers#tio$s• eneral ne"s a%out the trucks & %uses of
SM Isuzu
Positi:e Co$:ers#tio$s• SM Isuzu stock sur(es ahead on stellar
performance in 1th uarter
9F:-;
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Thanks