carlsberg is the most loved beer brand in social media

1 © InRev Systems 2011

KINGFISHER BEER

SOCIAL MEDIA MONITORING REPORT

21ST SEPTEMBER – 05TH OCTOBER 2011

19.9 21 23.2 24.5

18.4 18.9 18 17.7

18.1 16.4 15.7 15.6

7.4 7.2 7.1 7.1

5.7 5.7 5.4 5

30.5 30.8 30.6 30.1

2006 2007 2008 2009

Others

Royal ChallengePremium Lager

Knock Out

Kingfisher PremiumLager

Haywards 5000

Kingfisher Strong


*Euromonitor

Global brands such as Budweiser, Carlsberg, Foster’s and Tuborg among many others have also started penetrating the Indian beer market

“KINGFISHER STRONG” LEADS THE INDIAN BEER MARKET

MARKET SHARE *

BEER INDUSTRY IN INDIA

© InRev Systems 2011 3

• People talk a lot about any topic online and “Beer” is not an exception

• We have been tracking and listening the keyword “beer” and the number of conversations about “beer” is phenomenal

• There were 1,89,851 total conversations within 4 days alone in Facebook, Twitter, Blogs, Video sites, News channels, discussion forums, etc.

• A lot of these conversations came from India too

A survey by the US-based Nielsen Company found that 70% of social

media users in India accessed a social

networking site every day.

37% of heavy social media users in India fall in the age group of 21-

30 years (alootechie.com, September 2010)

The age group 25-35 increases its usage of

social networks around 3 p.m., which suggests

that working professionals mostly

begin to ease out at the workplace around that

time (ViziSense)

Big global players in the beer industry have realized the importance of presence in Social Media but HAVE THEY

REALIZED THAT BEING MERELY PRESENT IN SOCIAL MEDIA IS NOT ENOUGH?

LEADING GLOBAL BRANDS


• Foster’s International Facebook Page • 6,068 Likes • Engagement Very Low • 4 tabs • Just 1 post made and the page is

inactive • Last post made on 12th October

2010

• Foster’s International Twitter

Profile • No profile

• NO FOSTER’S INDIA FACEBOOK

BRAND PAGE AND TWITTER PROFILE

GLOBAL FACEBOOK BRAND PAGE


• Tuborg International Facebook Page • 106,294 Likes • Engagement Active • 10 tabs • 122 total likes in the latest 5 posts • 37 comments in the latest 5 posts

• Tuborg International Twitter

Profile • 1,553 Followers • Use for giving notifications • Use for getting back to fans and

followers • 85 tweets • 45 Listed

• NO TUBORG INDIA FACEBOOK



• Carlsberg International Facebook Page • 189,869 Likes • Moderate Engagement • 17 tabs • 930 total likes in the latest 5 posts • 100 comments in the latest 5 posts

• Carlsberg International Twitter

Profile • 1,553 Followers • Use for giving notifications • Use for getting back to fans and

followers • 85 tweets • 45 Listed

• NO CARLSBERG INDIA FACEBOOK



• Budweiser International Facebook Page • 1,320,706 Likes • Active Engagement • 18 tabs • Posting not regular • 21490 total likes in the latest 5

posts • 1579 comments in the latest 5

posts

• Budweiser International Twitter

Profile • No profile

• NO BUDWEISER INDIA FACEBOOK



• Kingfisher Facebook Page • 2,350,666 Likes • 15 tabs • Engagement Active • 7609 Likes received for the latest 5

posts • 705 Comments received for the

latest 5 posts

• Kingfisher Twitter Profile

• 13,431 followers • 7,219 tweets made so far • 294 Listed • Use for communicating back to

fans and followers queries • Use for giving announcement

and notification • Proper use of hash tag

INDIAN FACEBOOK BRAND PAGE


• Tuborg India Facebook Page • 6,245 Likes • 10 tabs • Engagement Moderate • 115 Likes received for the latest 5

posts • 20 Comments received for the latest

5 posts

• Tuborg India Twitter Profile

• 5 followers • 8 tweets made so far • 0 Listed • No active • Last tweet made on May 18,

2011


• Fosters India Facebook Page • 138,233 Likes • 20 tabs • Engagement Active • 891 Likes received for the latest 5

posts • 87 Comments received for the latest

5 posts

• Fosters India Twitter Profile

• 1,401 followers • 10,384 tweets made so far • 32 Listed • Use for communicating back to

fans and followers queries • Use for giving announcement

and notification


BRAND ANALYSIS


• Many people tweet of the recent news about Kingfisher Red being shut down and their confusion with Kingfisher Red Beer over Kingfisher Red Airlines

TRENDING TOPIC ABOUT KINGFISHER IN TWITTER

• It is clear that people have confusion over

Kingfisher Red beer and airlines

• Kingfisher need to make sure that brand

dilution doesn’t happen because of the

similar brands that Kingfisher has

• There are lots of tweet about “Vijay Mallya to shut down Kingfisher Red” • Kingfisher’s connection with Champions LeagueTwenty20 is another trending topic

• People tweet a lot about recent news and

Kingfisher need to make sure that its

reputation is not damaged by some

incident that has direct or indirect

connection with its brand, for instant,

RCB and Kingfisher and CLT20


7%

36%

10%

46%

Direct Hate Message

Kingfisher Red andKingfisher Beer

Appreciation Tweets

Misc

• Such hatred messages Could hurt the brand Image of Kingfisher

ANALYSING TWEETS ABOUT KNIGFISHER IN TWITTER

19%

81%

Tweets

Links

No-Link

Bangalore NCR Mumbai

6 5 4

Top cities in India from where the tweets came from


ANALYSING FACEBOOK POSTS ABOUT KINGFISHER

• Comment such as this could hurt the brand image of Kingfisher

• There are many viral videos and post

which could spread in Facebook like

wildfire. REPUTATION MANAGEMENT is

the need of the hour


ANALYSING BLOGS WRITING ABOUT KINGFISHER

• beersandears.net wrote a good piece of article about Kingfisher Beer

• Most of the blogs talking about Kingfisher Beer are review sites/blogs

• Other prominent blogs include www.benalagnam.com and eatenthere.blogspot.com


COMPETITIVE INTELLIGENCE

CONVERSATIONS

110

199

58

387

222

56 94 35

289

103 54

105

23

98

119

Kingfisher Fosters Tuborg Carlsberg Budweiser

Overall

Positive

Negative


Carlsberg has the highest brand prominence among all the brands of beer. Kingfisher needs to

increase its brand buzz in social media

SENTIMENTS

51% 47% 60% 75% 46%

49% 53% 40%

25%

54%


Negative

Positive


Foster’s and Budweiser are the most HATED brand while Carlsberg received the

highest positive sentiment

CHANNELS


3% 12% 9% 8% 12%

62%

75%

10%

57% 42%

2%

1%

7%

2%

2%

16%

7%

2%

2%

10%

17% 5%

48%

28% 32% 24%

3% 2%


Discussions

Blogs

Facebook

Videos

Twitter

News

Kingfisher has low coverage coming from news and video channels

TWITTER AGE-GROUP DEMOGRAPHICS


12% 12% 6% 15%

69% 59% 83%

50%

56%

13% 18%

23%

18%

6% 11% 17% 21%

11%


36-45

26-35

18-25

13-17

The percentage contribution of people in the age group of 26 and above talking about Kingfisher is lower as compared

to the trend in the industry

TWITTER GENDER DEMOGRAPHICS


85% 15% 83% 17%

71% 29%

Kingfisher has less female brand patronages

as compared to other brands

78% 22%

75% 25%

BRAND LOCALIZATION


It is not surprising that Kingfisher

dominates the Indian market

GET COMPETITIVE INTELLIGENCE


Kingfisher is ahead of Tuborg and Foster’s

only in Facebook

Kingfisher should be alarmed by this fact that it is less popular

in most of the channels

GET COMPETITIVE INTELLIGENCE


Budweiser leads in all the channels !

Kingfisher should be alarmed by its

ranking against its competitors


KEY LEARNINGS

• Kingfisher should increase its BUZZ in Social Media

• Limited in numbers, yet some very strong negative comments are noticed. Unattended could be dangerous over a period of time

• Kingfisher needs to increase coverage in news and video channels

• Kingfisher should set their communication strategy with a focus to acquire

people in the age group of 26 and above

• Kingfisher should get more female brand patronage to talk about its brand in social media

• Even though Kingfisher has the highest widespread in the Indian sub-continent, it needs to increase its brand prominence in the global market


CHANNEL ANALYTICS


UNDERSTAND HOW TO OPTIMIZE YOUR TWITTER PROFILE & FACEBOOK PAGE

• Just having a Twitter profile or Facebook page is not enough, it takes much more work and thought to make it an effective one

• Get to know who are your followers and fans and which regions do they belong to : It gives you a clear idea about what type of fan base you have got

• Get insights into your social media campaign. When do you get maximum visibility, what time of the day do people tend to click on your links, who are the people interested in your campaign and what’s their demographic can help you plan your campaigns better

TWITTER & FACEBOOK CHANNEL ANALYTICS

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carlsberg is the most loved beer brand in social media

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