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1、Social Media & Indian Beer Industry: A Research Report,Picture Source: http:/,5 Key Research Findings,3,Contents,Beer Industry Overview,Indian Beer Industry,Market overview,Drivers and challenges,Market Value and Volume,In 2010, Indian beer market grew by 17.1% to reach a value of $5,022.8 million.
2、CAGR for period 2006-2010 was 21.9%.,Volumes grew by 13.8% in 2010 to reach a volume of 1,687.4 million liters. CAGR for period 2006-2010 was 14.4%,Market Characteristics,Standard lager is the largest segment accounting for 91.8% of the markets total value. The premium lager segment comes second and
3、 accounts for a further 8.2% of the market.,United Breweries Limited is the leading having a 42.4% share of the markets volume. SABMiller comes second and accounts for 22.8% of the market.,Environment Analysis,PEST Analysis,Industry Analysis,Porters Five Forces Analysis,Indian beer market is highly
4、concentrated, with the top three players holding 70.6% of the totalmarket volume.Overall attractiveness of the market is medium,Social Media Research,Brands Considered,Why Social Media?,People talk a lot about their preferences and dislikes only. People uses the about beer daily. The keyword “BEER”
5、tracked by us had about 250 daily conversations in India.,Social Media Research has faster turn around time, has bigger sample size and is more accurate and reliable.,Picture source: http:/,Audience Gender and Age Distribution,Beer brands have more male patronage than female.,People in the age group
6、 of 18-25 years, which is target segment for beer, talk more about beer,Brand Localization,Kingfisher is present in almost all states of India. Miller Lite has noticeable presence only in Tamil Nadu. Almost all brands are most famous in Maharastra.,Channel Distribution,Beer brands get highest covera
7、ge from Twitter and News.,Share of Voice and Brand Opinion,Kingfisher has the maximum share of voice among all the brands, amounting to 88.3%. No doubt that it is the market leader.,Almost all the brands have equal amount of both positive and negative opinions with few negative once also.,Social Buz
8、z Benchmarking,Definition of Buzz Metrics used for Benchmarking (more the better for both Scores)Opinion Score: Opinion Score based on the sentiments of the posts towards the brand. Influence Score: Influence Score defined by overall buzz, uniformity of the buzz over time, and diversity of buzz acro
9、ss channels.,Kingfisher has the highest Influence score, which make it the most talked about brand among competitors. Fosters and Miller Lite have the highest Opinion score, which means that they have very less negative opinions.,*Note : Global buzz ignored.,Platform Affinity and Buzz Score,People u
10、se twitter most to talk about beer than any other platform.,Buzz Score: It is degree to which a brand get attention in market,Kingfisher has the maximum buzz score, which means it gets maximum attention among competitors.,*Note : Global buzz ignored.,Why Kingfisher so Popular?,Kingfisher is famous a
11、mong various beer brands due to its association with Cricket(IPL), which is the most talked about work along with beer (slide 24). Kingfisher also have some negative sentiments in relation employee management issues (salaries, boycott etc) , covered extensively by news media.,Opinion Score v/s Influ
12、ence Score,A regression test was run on carried on Opinion score and Influence score. The value of regression coefficient R2 =0.2030, which proves that there is no established relationship between Opinion score and Influence score. This also disproves the point that when people talk they talk only n
13、egative or only positive.,What is talked about Beer? (1/2),Courtesy :,The most used words in association with beer:IPL, People, Kingfisher, Easter, Cricket, Price, Party , Food and Tax,What is talked about Beer? (2/2),Courtesy :,Common Topic of Discussion People associate beer mostly with cricket. M
14、aybe they want to drink beer while watching cricket. Second most talked about keyword is “Kingfisher”. Common people relate beer with Kingfisher in India. People also associate beer and food. Price is also talked about in association with beer. This represents cost sensitive customers.,Conclusions o
15、f Analysis,Courtesy :,Recommendations,Courtesy :,Research Methodology,General characteristics of Indian beer are analyzed using the report “Beer in India” December, 2011 by Datamonitor. Analysis using social media15 Brands of Indian Beer Industry were considered.Data was collected from April 1, 2012
16、 to April 17, 2012.Chosen channels are Twitter, Facebook, Blogs, News, Flickr, Forums and Youtube.Buzz in the Social Media Space about the brands were tracked using Simplify360.Conclusions are drawn considering general Industry characteristics and insights from the social media.,Social Media Management SAAS Infrastructure,可以在下列情况使用不限次数的用于您个人/公司、企业的商业演示。修改模板中的内容包括，图片，数据，文本的替换。拷贝模板中的内容用于其它幻灯片母版中使用。,不可以在以下情况使用用于任何形式的在线付费下载。收集整理我们发布的免费资源后，用于各种形式的付费下载。收集整理我们发布的免费资源后，刻录光碟销售。,本PPT由爱PPT网收集整理，版权属原作者所有,PPT模板下载 http:/ http:/ http:/ http:/ http:/,随时欢迎您访问 爱PPT网 http:/,
