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The aim of this research is to find out the competition between the two soft-drink giants with a focus to the Indian market by tracking conversations about these brands in social media
Citation preview
1© InRev Systems 2011
SOCIAL MEDIA MONITORING REPORT
NOVEMBER 09-23 2011
PEPSI versus COCA-COLA
© InRev Systems 2011 2
This research was carried out using Simplify360
• Simplify360 is a web based social media engagement and analytics platform that offers a one stop solution to the social media needs of a business and lets you
engage with your customers and interpret your social presence
• Simplify360 provides an easy to use platform for tracking and listening to
what people are talking about your brand in social communities
• With Simplify360 you can not only listen to what your customers are talking about your brand but also
engage with them!
• Simplify360 lets you analyse the social media
presence of your brand by giving you actionable
insights
© InRev Systems 2011 3
COMPETITIVE INTELLIGENCE
© InRev Systems 2011 4
CONVERSATIONS
Pepsi Coca-Cola
754
1090
508
758
54167
192165
OverallPositiveNegativeNeutral
Coca-Cola has more brand prominence than Pepsi
* Twitter conversations
only from India while the conversations
from the other channels are global
© InRev Systems 2011 5
SENTIMENTS
Pepsi Coca-Cola
67% 79%
8%
3%25%
18%
NeutralNegativePositive
Pepsi is more HATED than Coca-Cola
* Twitter conversationsonly from India
while the conversations from the other channels
are global
6
CHANNELS
© InRev Systems 2011
Pepsi Coca-Cola1% 1%
97% 97%
1% 1%1% 1%
DiscussionsBlogsFacebookVideosTwitterNews
Twitter contributes to most of the conversations for both the brand
7
TWITTER AGE-GROUP DEMOGRAPHICS
© InRev Systems 2011
Pepsi Coca-Cola
49% 43%
36%48%
13%7%2% 2%
36-4526-3518-2513-17
Considering global twitter
conversations
8
TWITTER AGE-GROUP DEMOGRAPHICS
© InRev Systems 2011
Pepsi Coca-Cola
42% 21%
35%
34%
16%
35%
7% 10%
36-4526-3518-2513-17
Indians tweeting about Coca-Cola are much more mature than that of Coca-Cola in the global scenario
Considering twitterconversationsonly from India
There is not much difference for Pepsi in the Twitter age group demography
between India and the world
9
TWITTER GENDER DEMOGRAPHICS
© InRev Systems 2011
77%23% 79%21%
Considering global twitter
conversations
10
TWITTER GENDER DEMOGRAPHICS
© InRev Systems 2011
62%
38%
There is not much difference between the gender brand patronage between Pepsi
and Coca-Cola
59%
41%
Considering twitterconversationsonly from India
11
BRAND LOCALIZATION
© InRev Systems 2011
Pepsi has more brand buzz in India
12
TWITTER BRAND LOCALIZATION
© InRev Systems 2011
Mumbai Pune Others
10% 10%
80%
29 tweets82 tweets
Mumbai Pune Others
7%13%
80%
© InRev Systems 2011 13
GET COMPETITIVE INTELLIGENCE
Pepsi is comparatively stronger in Facebook
Coca-Cola is comparatively
stronger in Blogs and Twitter
© InRev Systems 2011 14
CHANNEL INSIGHTS
© InRev Systems 2011
The tweet “Why can't we have Coke and Pepsi in the
same restaurant?” got many retweets
“ A white Coca-Cola can? “tweet got huge buzz
Coca-Cola got associated with Kolaveri BIG time
Seems like some rumor on Pepsis spreading in the social media
© InRev Systems 2011 16
5%3%
3%
89%
www.pepsimonster.com
www.askfordiet.com
nh7.in
Others
BLOGS
4%1%
1%
94%
tribstar.com
www.unwantedemail.net
www.mobilecommercedaily.com
Others
230 mentions
270 mentions
© InRev Systems 2011
• retirementplannings.org – 6 post• timesofindia.indiatimes.com – 5 post• wallstcheatsheet.com – 4post• guardian.co.tt – 4 post
NEWS
• denver.sbnation.com – 5 post• rwww.retirementplannings.org – 4 post• timesofindia.indiatimes.com – 4post
148 mentions
173 mentions
© InRev Systems 2011 18
KEY LEARNINGS
• Coca-Cola has higher brand prominence and BUZZ in social media
• Pepsi has more reach and prominence in India than Coca-Cola
• Pepsi has more negative sentiment conversations than Coca-Cola
• Pepsi is the clear winner in Facebook while Coca-Cola leads in Twitter and Blogs
• Twitter demographic for India shows that Pepsi has more younger teens following it while Coca-Cola has more of a mature age-group followers
© InRev Systems 2011 19
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