Eicher SocialMedia Presentation

15
7/25/2019 Eicher SocialMedia Presentation http://slidepdf.com/reader/full/eicher-socialmedia-presentation 1/15  WITH THE MAJOR FOCUS ON SOCIAL MEDIA CONVERSATIONS ON COMMERCIAL  VEHICLES Social Media Analysis of Eicher & Competitors  AUTHOR-SOHAIL AHMAD DATE-16 TH  APRIL

Transcript of Eicher SocialMedia Presentation

Page 1: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 1/15

 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

Page 2: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 2/15

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

Page 3: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 3/15

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

Page 4: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 4/15

)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

Page 5: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 5/15

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=/:-

Page 6: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 6/15

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 

Page 7: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 7/15

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

Page 8: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 8/15

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

Page 9: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 9/15

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

Page 10: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 10/15

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 :-;

Page 11: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 11/15

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

Page 12: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 12/15

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

Page 13: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 13/15

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<?:

Page 14: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 14/15

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:-;

Page 15: Eicher SocialMedia Presentation

7/25/2019 Eicher SocialMedia Presentation

http://slidepdf.com/reader/full/eicher-socialmedia-presentation 15/15

Thanks