Social Media Analysis of Eicher

& Competitors
WITH THE MAJOR FOCUS ON SOCIAL
MEDIA CONVERSATIONS ON COMMERCIAL
VEHICLES
DATE-16TH APRIL

AUTHOR-SOHAIL AHMAD

Summary
Social media analysis done for Eicher Motors India and its main
competitors viz. Tata Motors, Ashok Leyland & SML Isuzu (formerly
Swaraj Mazda)
Conversations on these brands is majorly driven by Facebook & Twitter
Tata Motors has official presence on Facebook, Twitter & LinkedIn
SML Isuzu is not active on any of the social media platform
Both Facebook & Twitter considered for deriving share of voice of the
above brands
Sentiment Analysis Overview
Twitter used as a source for web scraping & data mining
Data mining was done using R programming & Twitter API tools
Initially, over 5,200 raw data was collected for pre-processing
Raw data was processed and only relevant conversations used for the
sentiment analysis of all 4 brands
Sample size of the conversations used for Sentiment analysis for all
brands: 4,358

Product Offerings by Eicher Motors India

Competitors
Eicher Motors

Tata Motors
Commercial
vehicles

BusesTourist Bus,
School Bus,
Staff Bus

TrucksPro Series,
VE Series

Special
Appliances

Ambulance,
Water
Tankers etc

Royal
Enfield

Swaraj Mazda
Ashok Leyland

While doing the analysis primary focus has been on the commercial buses of
Eicher; and somewhat on the trucks
Same aspect has been covered for the competitors as well

Official Presence of Brands on Social Media

Brand

Facebook
Page

Twitter
Handle

LinkedIn
Page

Tata Motors

Yes

Yes

Yes

Swaraj Mazda

No

No

No

Eicher

Yes

No

No

Ashok Leyland

Yes

No

No

These automotive brands are yet to figure out the use of social media for building
customer relationship and brand loyalty. All of them have recently joined the social
media bandwagon
On the other hand, their global counterparts like Volvo, Mercedes etc have healthy
presence with huge no. of fans interacting on the daily basis
Tata Motors is the 1st Indian brand with over 100k followers on LinkedIn

Social Media Conversations

5000
4500
4000
3500
3000
2500
2000
1500
1000
500
0

Data taken for the month

April2015

4620
2895

2630

Tata Motors

Eicher Motors

166
Swaraj Mazda

Ashok Leyland

Majority of the conversations on social media is driven by Tata Motors, given it has
official presence on both Facebok & Twitter
Eicher does FB updates every alternate day and generate decent traction while
Ashok Leyland posts updates not very often

Share of Voice on Facebook

Facebook

16%
1%
45%

Tata Motors
Eicher
Swaraj Mazda
Ashok Leyland

37%

Posts of Tata Motors are related to campaigns & events thus generates maximum
engagement with fans
Eicher generates decent engagement with the eclectic use of product snapshots
Ashok Leyland doesnt posts more often, and the posts have snapshots of beautiful
buses of Leyland
Swaraj Mazda doesnt have a official presence on Facebook

Share of Voice on Twitter

Twitter

30%
45%
2%

Tata Motors
Eicher
Swaraj Mazda
Ashok Leyland

24%

Tata Motors is the only active brand on Twitter

Majority of the Twitter conversations of the brands are related to the new product
launches, quarterly performance, expansion, strategy etc. thus theyre majorly
neutral in nature

Competitive Analysis on Facebook

Parameters

Tata
Motors

Ashok Leyland

Eicher
Truck & Bus

SML Isuzu

Fans

8,160

71,024

17,730

No FB Page

Fans Growth

1.8%

0.5%

0.9%

Daily Posts

Irregular less
than 1

Monthly Likes

2,100

1,000

1,800

Monthly
Comments

200

25

150

Monthly Share

420

200

360

Post ER

33%

2%

13%

Engagement Rate (ER) is avg. engagement per post expressed as percentage of overall fan
base during a month
In spite of having lower fanbase, Tata Motors has highest engagement because of its
interactive posts

Tata Motors on Twitter

Parameter
Handle

@TataMotors

Followers

14,379

Interactive?

No

Monthly Tweets

25-35

Monthly RTs

150-200

Mentions

60-90

Tata Motors mostly tweet about the new initiative or campaigns of Tata Motors
It also tweets and retweets positive related news to its brands

Sentiment Analysis
For sentiment analysis, twitter data for relevant brands downloaded

using Twitter API, pre-processed using tm package of R, removed

irrelevant data and sentiment analysis done on processed data to get
the desired results
Data collected between 16th April-15th May 2015
After the pre-processing of data, following is the sample size used for
sentiment analysis
Tata Motors: - 2,123
Ashok Leyland:- 1,108
Eicher Motors:- 971
Swaraj Mazda (SML Isuzu):- 156

Sentiment Analysis-Tata Motors

Sentiment

6%

Negative
Positive
Neutral

18%

76%

Positive Conversations
Tata Motors has been using cloud for the
faster delivery of its products to end
consumers
Tata Motors is expanding in small towns
to revive its fortunes
Neutral Conversations
General news about Tata Motors
Tata Motors plan of opening new
dealership every day etc

N=2,123
Negative Conversations
Conversations about the tanking of shares of Tata Motors on BSE Auto Index
Tata Motors attempt to raise debt through equity rights issue

Sentiment Analysis-Ashok Leyland

Sentiment

15%
51%

Negative
Positive
Neutral

34%

N=1,108

Positive Conversations
Ashok Leyland improved sales volume in
the medium & heavy commercial vehicles
With the price increase of heavy
commercial vehicles, profit margin has
improved
Neutral Conversations
Ashok Lyland frames Insider Trading
code with competitors
Ashok will stop producing commercial
personal vehicles

Negative Conversations
Net earning of Ashok Leyland fell 36% in 4th quarter
Ashok Leyland is strungling with personal cars business, planning stop its
production
Shares of Ashok Leyland plummets after poor sales in 4th quarter

Sentiment Analysis-Eicher Motors

Sentiment

4%
43%
53%

N=971

Negative
Positive
Neutral

Positive Conversations
Net profit of Eicher Motors up by 42% in
the 1st quarter (YoY)
Net sales up by 33% in the 1st quarter
Eicher Motors buys UKs firm Harris
Performance Products
Eicher Motors shares all time high due to
strong performance

Neutral Conversations
Market happy with performance of
Eicher Motors

Negative Conversations
Eicher Motors share falls from Rs. 18,130 to Rs. 17,600; Rs. 500 fall in overnight

Sentiment Analysis-SML Isuzu

Sentiment

8%

Negative
Positive
Neutral

18%
74%

Positive Conversations
SML Isuzu stock surges ahead on stellar
performance in 4th quarter

Neutral Conversations
General news about the trucks & buses of
SML Isuzu

N=156
Negative Conversations
Accident about a Mazda truck; driver absconding

Thanks