The Most Social Retail Brands in India

No 1 Social Retail/CPG Brand of India

Presents-----------------------------------------------

The Most Social Retail Brands of India

Strong buzz, leadership in its category and good market opinion.

No 1 Social Brand : PizzaHut

Simplify360 Buzz Score : 75Influence Score : 61Prominence Score : 94Opinion Score : 64

Market Bad Rate : 6.1%Pizza-Hut Bad Rate : 2.56%

Share of Voice (CPG+Retail) : 3.56%Share of Voice (only Retail) :

Extremely strong among teens; has good influence on both genders.

Twitter42%

Flickr0%

News21%

Blogs30%

Forums7%

No 2 Social Brand: Dabur

Simplify360 Buzz Score : 74Influence Score : 58Prominence Score : 98Opinion Score : 62

Market Bad Rate : 6.1%Dabur Bad Rate : 2.76%

Share of Voice (CPG+Retail) : 3.31%Share of Voice (only Retail) :

Twitter17%

News33%

Blogs36%

Forums15%

Great coverage in News and Blogs. Brand is prominent among mid age working men (36 to 45 years).

No 3 Social Brand : Britannia

Twitter24%

News44%

Blogs26%

Forums6%

Great coverage in News. Brand is prominent in working youth (26-35 years).

Simplify360 Buzz Score : 72Influence Score : 54Prominence Score : 96 Opinion Score : 61

Market Bad Rate : 6.1%Britannia Bad Rate : 2.78%

Share of Voice (CPG+Retail) : 1.56%Share of Voice (only Retail) :

Rank Brands Prominence Score

Opinion Score

Influence Score

Simplify360 Buzz Score

4 Amul 96 49 60 72

5 McDonald's 96 35 63 71

6 Big Bazaar 90 55 58 70

7 Pepsi 97 40 58 70

8 Coca Cola 94 48 54 69

9 Parle 94 44 55 69

10 Domino's 83 63 56 68

11 Pantene12 Nike13 Red Bull14 Colgate15 Gillette16 Close up17 Emami18 Sprite19 Lakme20 Garnier

21 Pantaloons22 Johnson & Johnson23 Adidas24 Nescafe25 Limca26 Vaseline27 Bata28 Barista Lavazza29 Horlicks30 Tropicana

31 Reebok32 Maggi33 Shoppers' Stop34 Heinz35 Bournvita36 Kissan37 Appy38 Palmolive39 L'Oreal40 Kinley

41 Sunfeast42 Band-aid43 Head & Shoulders44 Kurkure45 Spencer's46 Mountain Dew47 Prestige48 Puma49 Hamam50 Cafe Coffee Day

Top 10 : Influence Score

Top 10 : Opinion Score

Top 10:Share of Voice

Top Brands by Individual Scores

General notion that if people talk, they talk negative is false.

There is no established relation between the Influence Score and the Opinion Score.

This proves a point that higher buzz is always good.

0%40%80%

120%

Opinion Score Influence Score

PCC : 0.38 *

* PCC is Pearson’s Co-relation Coefficient

Share of Voice : Indian Context

Pareto Rule Does Not Hold. • Top 20% of the brands cover 66% of the

conversation.

The Nature of the Market is Perfect Competition• Herfindahl index = 121• This means there is chance for any new

brand to come up and set-up a good show.

Pareto Top 20% Bottom 80% Pareto

Market Share 66% 34% No

Herfindahl index

Sum of Square of Market Share (H) 1.78%No. of Brands Considered (N) 172Herfindahl Index (H*) 121

Social Media Buzz is highly distributed for Retail and CPG Brands.

Indian and Foreign Brands are head to head in the Indian Market.

4%4%

4%4%

4%

3%

3%

3%3%

2%66%

Share of Voice Distribution

AmulMcDonald'sNikeEmamiPizza HutDaburBig BazaarKFCAdidasReebokOthers

Share of Voice: Global Scenario

Nike17%

McDonald's15%

KFC13%

Taco Bell10%

Pizza Hut8%

Adidas7%

Puma2%

Close up2%

Pepsi2%

Coca Cola2%

Reebok2%

Domino's1%

Colgate1%

Barista Lavazza1%

Red Bull1%

Sprite1%

Nescafe1% Others

15%

Pareto rule holds true. Top 20% covers 94% of the Buzz.

Herfindahl index

Sum of Square of Market Share (H) 17.21%No. of Brands Considered (N) 172Herfindahl Index (H*) 1,673

Market is at the state of oligopoly, few firms jointly control the market.

Indian Market is expected to follow this path in near future.

The resulting scene is a Shared Monopoly or Oligopoly.

Four Firm Concentration Ratio is 47%.

Simplify360 Recommends

For High Buzz Score BrandsHuge volume of conversation is happening for your brand. Its time for you to engage with the crowd and mint the business outcome.

For Mid Buzz Score BrandsThe volume of conversation for your brand can be increased. You may not worry about opinion, jkust work to increase the conversation. Listen, Engage and be part of the Social World.For Low Buzz Score BrandsYou need to do a lot of work. But good thing is that the market is in perfect competition stage. Good time to go aggressive and pull the Social Favor.Under-Social Represented Brands.Your Brand is in serious crisis. You got to quickly do something before you miss the social media train.

Research Methodology

• Data and Sampling– 143 CPG Brands and 32 Retail Brands were taken.– Buzz in the Social Media Space about the brands were tracked using Simplify360.– Chosen channels are – Twitter, Facebook, Blogs, News, Flickr, Forums and Youtube.– Data was collected from Dec 20, 2011 to Jan 5, 2012

• KPIs– Influence Score defined by overall buzz, uniformity of the buzz over time, and diversity

of buzz across channels.– Opinion Score based on the sentiments of the posts towards the brand.– Prominence Score defined as normalized Influence Score for industry segments.– Overall Buzz Score is the resultant score of 3 scores.

• Assumptions– Brand Profile with less than 1000 mentions were classified as thin files and were

excluded from the ranking

Nike17%

McDonald's15%

KFC13%

Taco Bell10%

Pizza Hut8%

Adidas7%

Puma2%

Close up2%

Pepsi2%

Coca Cola2%

Reebok2%

Domino's1%

Colgate1%

Barista Lavazza1%

Red Bull1%

Sprite1%

Nescafe1%

Others15%

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