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2015 report on FMCG companies in India

by Knowlvers consulting www.knowlvers.com

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Facebook page of a company plays an important role in company’s social media strategy. How it is performing vis-à-vis its competitors in the industry is something which offers few takeaways for each player. Beginning this year we are publishing brief Facebook reports for industries into which we have made inroads through our work. This report is on Indian Fast moving consumer goods (FMCG) industry during year 2015 Our report follows these guidelines:

- Data-driven: Driven more by data and less by opinions - Brevity: with numbers we require less words

Facebook report on FMCG companies in India

1 Hindustan Unilever Ltd.

2 ITC (Indian Tobacco Company)

3 Nestlé India

4 GCMMF (AMUL)

5 Dabur India Ltd

6 Asian Paints (India)

7 Cadbury India

8 Britannia Industries Ltd.

9 Procter & Gamble Hygiene and Health Care

10 Marico Industries Ltd.

11 Colgate-Palmolive (India) Ltd.

12 Gillette India Ltd.

13 Godfrey Phillips

14 Henkel Spic

15 Johnson & Johnson

16 Modi Revlon

17 Wipro

18 Nirma Ltd

19 Amul India

20 Godrej Consumer Products Ltd

We have made 2 changes to this list: Brand AMUL gets covered twice in this list, through GCMMF

(Amul) as well as through Amul India, so, we treat it as one company even if they might be 2 autonomous entities (1 being a subsidiary of other)

PATANJALI : this list got published in Oct 2015 and Patanjali is not

in this list. But given the pace with which it is expanding, or at least making news, we decided to include it in the list

Top 20* FMCG companies in India

* Source: http://businessnewsthisweek.com/business/top-20-fast-moving-consumer-goods-fmcg-companies-in-india/

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Company Facebook Twitter

Hindustan Unilever Ltd.

ITC (Indian Tobacco Company)

Nestlé India

GCMMF (AMUL)

Dabur India Ltd

Asian Paints (India)

Cadbury India

Britannia Industries Ltd.

Procter & Gamble Hygiene and Health Care (India)

Marico Industries Ltd.

Colgate-Palmolive (India) Ltd.

Gillette India Ltd.

Godfrey Phillips

Henkel Spic (India)

Johnson & Johnson

Modi Revlon

Wipro

Nirma Ltd

Godrej Consumer Products Ltd

Patanjali

FMCG’s official social media presence, via. Facebook and Twitter

Key observations**: 11 or 55% of these companies have their

official Facebook page 10 or 50% of these companies have an

official Twitter handle 9 or 45% of these companies have both, an

official Facebook page as well as an official Twitter handle

8 or 40% of these companies have none.

P&G have an official Facebook page on P&G Shiksha, but we have not counted it as their official Facebook page

** Data was extracted in January 2016, and this check-list shows the status by Jan ‘16

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Method & Tool

Method We applied descriptive analytics to gather the insights. We extracted Facebook data from each of the available official Facebook page , and did comparative analysis on it. We extracted the following metrics: Number of posts, further classified by the post-types as:

• Events • Links • Photos • Status • Videos

Number of likes per post Number of comments per post Number of shares per post All the above metrics were extracted for year 2015 Number of page likes (from inception till the date of extraction) Tool & technique We used R (a statistical Open ware) for extracting data from Facebook As part of visual analytics we developed word clouds^ using R

^word clouds are used to analyze the response (comments) received from public. The clouds give greater prominence to words that appear more frequently in the source text. So, it will highlight the words used most frequently in the public discussion.

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Company Page Likes (Overall)

Number of

posts

Number of posts by category Likes per post

Comments per post

Shares per post Events Link Photo Status Video

HUL hul.co.in

32,81,506 79 0 2 73 0 4 15,581 82 348

Nestle India nestle.in

79,56,381 58 0 9 36 3 10 3,281 115 602

GCMMF(Amul) amul.com

12,09,086 334 0 3 315 1 15 1,654 15 232

Dabur India Ltd dabur.com

6,399 197 0 50 133 5 9 29 1 7

Asian Paints asianpaints.com

11,27,458 1,033 1 31 951 1 49 1,753 13 44

Britannia britannia.co.in

2,46,150 381 0 4 312 0 65 1,890 38 111

Marico marico.com

74,290 274 0 1 267 2 4 53 2 1

Colgate-Palmolive colgate.co.in

29,03,582 89 0 2 49 1 37 30,754 172 211

Gillette India gillette.co.in

29,39,567 54 0 4 46 0 4 59,227 339 215

Johnson and Johnson jnjindia.com

1,05,90,688 79 0 6 67 0 6 2,839 30 73

Patanjali patanjaliayurved.net

86,501 449 0 22 381 1 45 200 8 47

Facebook metrics (2015): FMCG brands in India

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Page likes (overall) • For this metric we do not have the timestamp (or date of page like), hence, these numbers are from inception till

the date of extraction. If a company started Facebook page few years (or months) earlier it may naturally have more likes as compared to a new entrant on Facebook

• Johnson and Johnson is the most popular page in terms of page likes, followed by Nestle India, HUL, Gillette India and Colgate Palmolive

• Though Dabur as a FMCG company is much older than Patanjali, its page likes is far lesser (at 6,399) than Patanjali (at 86,501). This can be due to any of the following reasons: Dabur started its Facebook page much later, may be even later than Patanjali Dabur’s Facebook page contents doesn’t genuinely attracts much Likes, or Both

Number of posts – Facebook action by the company! • Asian paint was most active (1,033 posts), followed by Patanjali (449 posts). However, the gap between the top-2

is huge! Asian paints makes 87 posts every month compared to 37 posts per month by Patanjali. Number of posts by category • Posting Photos was the most popular way, followed by Videos and Links. • Photos: Asian paints (951) leads, followed by Patanjali (381) , Amul (315) & Britannia (312) • Videos: Britannia (65) is the leader in posting Videos, followed by Asian paints (49) and Patanjali (45) • Links: Dabur (50) tops the list when it comes to posting links, followed by Asian paints (31) and Patanjali (22) • Status: Dabur with 5 status post tops this list Reactions by the visitor An assessment of the impact of posts by the companies is through the reactions they receive. They are captured by following metrics:

Observations & Insights from Facebook metrics

K n w l v e r s • Likes per post: Gillette India is the leader with huge margins! If we look at top 5 companies (w.r.t Likes per post)

along with the posts they made in 2015: Now let us look at Likes per post for companies which forms the top-5 when it comes to number of posts in 2015: There is no overlap in the above 2 lists. • Comments per post: Comment, as a reaction, sometime is an intense extension of Like, and at times it can be just

opposite of like, in form of criticism. Gillette India is the leader again. There is a slight change in the list of top-5 by Comments per post when compared to top-5 by Likes per post.

Company Likes per post Number of posts

Gillette India 59,227 54

Colgate-Palmolive 30,754 89

HUL 15,581 79

Nestle India 3,281 58

Johnson and Johnson 2,839 79

Company Likes per post Number of posts

Asian Paints 1,753 1,033

Patanjali 200 449

Britannia 1,890 381

GCMMF(Amul) 1,654 334

Marico 53 274

K n w l v e r s Company Comments per post Number of posts

Gillette India 339 54

Colgate-Palmolive 172 89

Nestle India 115 58

HUL 82 79

Britannia 38 381

If we look at Comments per post for top-5 companies by number of posts in 2015: Britannia sits in both the above lists. • Shares per post: When it comes to sharing the post Nestle India is the leader. List of top-5 by Shares per post is:

Company Comments per post Number of posts

Asian Paints 13 1,033

Patanjali 8 449

Britannia 38 381

GCMMF(Amul) 15 334

Marico 2 274

Company Shares per post Number of posts

Nestle India 602 58

HUL 348 79

GCMMF(Amul) 232 334

Gillette India 215 54

Colgate-Palmolive 211 89

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List of Companies, with ranks included, for action (post) and all the reactions received shows some interesting results:

Company Number of posts [ P ]

Rank [ P ] Likes per post [ L ]

Rank [ L ] Comments

per post [ C ] Rank [ C ]

Shares per post [ S ]

Rank [ S ]

HUL 79 8 15,581 3 82 4 348 2

Nestle India 58 9 3,281 4 115 3 602 1

GCMMF (Amul) 334 4 1,654 8 15 7 232 3

Dabur India Ltd 197 6 29 11 1 11 7 10

Asian Paints 1,033 1 1,753 7 13 8 44 9

Britannia 381 3 1,890 6 38 5 111 6

Marico 274 5 53 10 2 10 1 11

Colgate-Palmolive 89 7 30,754 2 172 2 211 5

Gillette India 54 10 59,227 1 339 1 215 4

Johnson and Johnson 79 8 2,839 5 30 6 73 7

Patanjali 449 2 200 9 8 9 47 8

Observations & Insights from Facebook metrics – integral view…

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Being a comparative analysis, all the inferences about the companies are “on a relative basis”. Neither enough nor effective action! Dabur India is the only company out of these 11 companies which is not in any top-5 list. So, it is not putting enough posts (or updates), and whatever posts it is making are not good enough to generate enough reactions to put them into top-5 by reactions. Hence, neither enough nor effective. Enough Action, but not effective enough! Patanjali, Asian Paints and Marico are in top-5 by Posts, but out of top-5 by reactions (likes / comments /shares). They are faring well when it comes to putting updates/communications on Facebook. But their contents are not great enough to generate enough reactions to put them in top-5. Not enough action though Reasonably effective Johnson & Johnson is 5th when it comes to Likes per post, but it is not in top-5 by actions. So, there is a lot of scope for it to improve on both counts (number of posts as well as quality of posts). Enough & reasonably effective! Amul and Britannia sits in top-5 by posts. And they sit in top-5 by reactions – Amul in top-5 by shares per post and Britannia in top-5 by comments per post. So, they are putting in enough actions, and resultantly generating reactions enough to place them in one of the top-5 lists. Of course, there is a lot of scope for them to move from reasonably effective to very effective. Might not be enough actions but very effective! Gillette India, Colgate-Palmolive, HUL and Nestle India are not in top-5 by action. But their lesser posts are very effective as all of these companies are in top-5 by all the reactions! These companies are putting 4 to 8 posts a month. So, maybe there is some scope of increasing the posts.

K n w l v e r s Word Clouds

HUL Top-5 words are Nice, Good, Water, Unilever and Save. 2 words showing positive communications, 2 showing emphasis on its campaigns and 1 emphasizing the brand. Upon closer look, words like lost & died were all linked to the campaign, not to any adverse comment by any visitor

Amul Top-5 words are Amul, India, milk, RIP and Thanks. Amul, milk and India – all 3 very relevant for each other – Amul being the brand of India, and dealing with milk and milk products! Again no – ve words

Nestle India Top-5 words are Maggi, Nestle, Back, Salute and Great. Maggi is the flagship brand of Nestle in India, even eclipsing Nestle. Back & Singh were used more to welcome Maggi – showing a high brand loyalty! Despite the ban there is no negative word in the cloud.

Dabur Top-5 words are Dabur, Happy, Fem, Nice and Team. Though not very active on Facebook, Dabur does not have words with negative connotations on its posts and the comments made on posts

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Marico Top-5 words are Team, Oil, Hair, Mafia and Marico. Upon closer look, got to know that some game or activity has been started by Marico which has the words Mafia and Team in it. The Word “Hair Oil” being so prominent, shows the Marico is mostly known for its hair oil.

Asian Paints Top-5 words are Beautiful, Asian, Paints, Nice and Wow – a healthy mix of brand & positive connotations! However, the word Fraud with – ve connotations is also prominent though not in top-5

Colgate- Palmolive Top-5 words are Colgate, Nice, Good, Use and Hai (with life) – a healthy mix of brand-name and + ve words. Though not much serious but words like Bad and Poison have - ve connotations.

Britannia Top-5 words are ChunkieSurprise, Good, Khan, day and Awesome – 2 + ve words, 1 going with its brand image. No word with negative connotations, rather there are a lot more + ve words

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Patanjali Top-5 words are Patanjali, Please, Order, Baba and Online. Coming up of words like order, products, customer, fraud, website, delivery, refund, payment etc. hints towards some kind of weakness in the supply chain management, hence, worth investigating

Johnson & Johnson Top-5 words are More, Time, With, Dad and Baby. Word cloud indicates the parental discussion regarding kids, going with the its brand image.

Gillette India Top-5 words are Mach, Use, Super, Gillette and Vector. 4 out of these are its brand names. Word Disagree has some – ve connotation, hence, worth investigating

Word Clouds simply shows glimpses of areas where one can investigate on a priority basis. Word clouds should not be substituted for Conclusive analysis

Word clouds on brands Nestle, Britannia, Johnson & Johnson doesn't show any

word with negative connotations

For remaining 8 brands put together, some of the words which are considered having negative connotations are Nothing, Fraud, Poison, Bad, Fake, Late, Disagree, Shut, Died, Death, Pollution, Injury, Dilute, Refund, Pending and Nahi (No)

Next step: Investigations into the contents where there are elements of negative connotations

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