《时尚动感炫彩》PPT课件.ppt

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1、Social Media&Indian Beer Industry:A Research ReportPictureSource:http:/ Value and VolumeIn2010,Indianbeermarketgrewby17.1%toreachavalueof$5,022.8million.CAGRforperiod2006-2010was21.9%.Volumesgrewby13.8%in2010toreachavolumeof1,687.4millionliters.CAGRforperiod2006-2010was14.4%MarketCharacteristicsStan

2、dardlageristhelargestsegmentaccountingfor91.8%ofthemarketstotalvalue.Thepremiumlagersegmentcomessecondandaccountsforafurther8.2%ofthemarket.UnitedBreweriesLimitedistheleadinghavinga42.4%shareofthemarketsvolume.SABMillercomessecondandaccountsfor22.8%ofthemarket.EnvironmentAnalysisPEST AnalysisIndustr

3、yAnalysisPorters Five Forces AnalysisIndianbeermarketishighlyconcentrated,withthetopthreeplayersholding70.6%ofthetotalmarketvolume.Overall attractiveness of the market is mediumSocialMediaResearchBrandsConsideredWhy Social Media?Peopletalkalotabouttheirpreferencesanddislikesonly.Peopleusestheaboutbe

4、erdaily.Thekeyword“BEER”trackedbyushadabout250dailyconversationsinIndia.Social Media Research has faster turn around time,has bigger sample size and is more accurate and reliable.Insights through Social MediaPicturesource:http:/ Gender and Age DistributionBeerbrandshavemoremalepatronagethanfemale.Pe

5、opleintheagegroupof18-25years,whichistargetsegmentforbeer,talkmoreaboutbeerBrand LocalizationKingfisherispresentinalmostallstatesofIndia.MillerLitehasnoticeablepresenceonlyinTamilNadu.AlmostallbrandsaremostfamousinMaharastra.Channel DistributionBeerbrandsgethighestcoveragefromTwitterandNews.Share of

6、 Voice and Brand OpinionKingfisherhasthemaximumshareofvoiceamongallthebrands,amountingto88.3%.Nodoubtthatitisthemarketleader.Almostallthebrandshaveequalamountofbothpositiveandnegativeopinionswithfewnegativeoncealso.Social Buzz BenchmarkingDefinition of Buzz Metrics used for Benchmarking(more the bet

7、ter for both Scores)Opinion Score:OpinionScorebasedonthesentimentsofthepoststowardsthebrand.Influence Score:InfluenceScoredefinedbyoverallbuzz,uniformityofthebuzzovertime,anddiversityofbuzzacrosschannels.KingfisherhasthehighestInfluencescore,whichmakeitthemost talked about brand amongcompetitors.Fos

8、tersandMillerLitehavethehighestOpinionscore,whichmeans that they have very lessnegativeopinions.*Note:Global buzz ignored.Platform Affinity and Buzz ScorePeopleusetwittermosttotalkaboutbeerthananyotherplatform.BuzzScore:ItisdegreetowhichabrandgetattentioninmarketKingfisherhasthemaximumbuzzscore,whic

9、hmeansitgetsmaximumattentionamongcompetitors.*Note:Global buzz ignored.Why Kingfisher so Popular?KingfisherisfamousamongvariousbeerbrandsduetoitsassociationwithCricket(IPL),whichisthemosttalkedaboutworkalongwithbeer(slide24).Kingfisheralsohavesomenegativesentimentsinrelationemployeemanagementissues(

10、salaries,boycottetc),coveredextensivelybynewsmedia.Opinion Score v/s Influence Score A regression test was run on carried on Opinion score and Influence score.The value ofregressioncoefficientR2=0.2030,whichprovesthatthereisnoestablishedrelationshipbetweenOpinionscoreandInfluencescore.Thisalsodispro

11、vesthepointthatwhenpeopletalktheytalkonlynegativeoronlypositive.What is talked about Beer?(1/2)Themostusedwordsinassociationwithbeer:IPL,People,Kingfisher,Easter,Cricket,Price,Party,Food and TaxWhat is talked about Beer?(2/2)Common Topic of DiscussionPeopleassociatebeermostlywithcricket.Maybetheywan

12、ttodrinkbeerwhilewatchingcricket.Second most talked about keyword is“Kingfisher”.Common people relate beer withKingfisherinIndia.Peoplealsoassociatebeerandfood.Priceisalsotalkedaboutinassociationwithbeer.Thisrepresentscostsensitivecustomers.Conclusions of AnalysisRecommendationsResearchMethodology1.

13、GeneralcharacteristicsofIndianbeerareanalyzedusingthereport“BeerinIndia”December,2011byDatamonitor.2.Analysisusingsocialmedia1.15BrandsofIndianBeerIndustrywereconsidered.2.DatawascollectedfromApril1,2012toApril17,2012.3.ChosenchannelsareTwitter,Facebook,Blogs,News,Flickr,ForumsandYoutube.4.Buzzinthe

14、SocialMediaSpaceaboutthebrandsweretrackedusingSimplify360.3.ConclusionsaredrawnconsideringgeneralIndustrycharacteristicsandinsightsfromthesocialmedia.Social Media Management SAAS InfrastructureSo,letusknowhowwecanhelpyou.Follow us simplify360 on TwitterLike Us fb/simplify360 on FacebookPrepared by Karan:Social Media Research Analyst simplify360(c)2012InRevSystems