The study compares the performance of Pepsi and Coca-Cola on Indian Social Media in the first half of 2013. It looks at share of voice patterns and sentiment on specific platforms. It also studies the effect of Pepsi's campaign during the sixth season of Indian Premier League.
2. Social Media Research
Key Findings
⢠In the first half of 2013, Pepsi overall had a higher share of voice
(52%) over Coca-Cola (48%)
⢠Pepsiâs share of voice was higher than Coca-Cola only during IPL
2013 attributed to social media campaign
⢠Twitter sentiment was largely neutral for Pepsi and Coca-Cola
(overall and during IPL 2013)
⢠Data suggests Twitter is an ineffective medium for changing or
influencing attitudes
⢠Twitterâs role in spreading awareness and engagement is high.
â Reflected in higher share of voice of Pepsi during IPL 2013
⢠Percentage of positive Sentiment for Pepsi was higher than Coca-
Cola (overall and during IPL)
⢠Coca-Cola was the dominant brand on Forums with a higher
share of positive sentiment
3. Social Media Research
Study Description
⢠Conversation pertaining to Pepsi and Coca-Cola have been
considered in the study
⢠Conversation duration: 6 months (1st Jan, 2013 to 30th
June 2013).
⢠IPL related conversations have been studied. Duration
considered (3rd April, 2013 â 26th May, 2013)
⢠All conversations in India have been considered for the
study
⢠The analysis have been assisted by the use of tools
⢠Share of voice and sentiment have been used as
performance indicators to compare Pepsi and Coca-Cola on
Indian Social media
⢠Four platforms have been considered in Social Media
namely 1) News, 2) Blogs, 3) Forums, and 4)Twitter
4. Social Media Research
Section I
2013 Comparison
Following section highlights growth in quarter 2 with respect to quarter 1
⢠Conversation duration: 6 months (1st Jan, 2013 to 30th June 2013).
⢠All conversations in India have been considered for the study
⢠The analysis have been assisted by the use of tool.
5. Social Media Research
Share of Voice
Key Points
⢠Pepsi dominated overall on Social media
with 52% share of voice
⢠Coca-Cola was dominant on all media
platforms except for twitter.
⢠Pepsiâs dominance on Twitter can be
attributed due to Twitter campaign
during IPL 2013
6. Social Media Research
Trends
⢠Pepsi shows a higher volume of conversations during the IPL 2013 period
(3rd April â 26th May, 2013)
⢠Coca-Cola except for IPL 2013 season period shows a higher share of voice as
compared to Pepsi
⢠Indicates a successful online campaign for Pepsi during IPL
IPL 2013 season
7. Social Media Research
Sentiment
0% 10% 20% 30% 40% 50%
Positive
Negative
Neutral
Pepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
Blogs 44% 40% 16% 38% 42% 20%
Blogs
0% 10% 20% 30% 40% 50% 60%
Positive
Negative
Neutral
Pepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
Forums 24% 47% 29% 13% 54% 33%
Forums
0% 10% 20% 30% 40% 50% 60%
Positive
Negative
Neutral
Pepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
News 41% 39% 20% 53% 33% 14%
News
0% 20% 40% 60% 80% 100%
Positive
Negative
Neutral
Pepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
Twitter 5% 91% 4% 4% 91% 5%
Twitter
⢠Pepsi shows a higher percentage of positive sentiment on social media
⢠The sentiment of Pepsi and Coca-Cola on Twitter has been largely neutral
⢠This indicates the ineffectiveness of Twitter in changing product attitudes
8. Social Media Research
Section II
IPL 2013
Comparison
Following section highlights growth in quarter 2 with respect to quarter 1
⢠Conversation duration: 6 months (3rd April, 2013 to 26th May 2013).
⢠All conversations in India have been considered for the study
⢠The analysis have been assisted by the use of tool.
9. Social Media Research
Share of Voice
Key Points
⢠Pepsi dominated during the IPL 2013
season with overall 65% share of voice
⢠This was mostly due to the social media
campaign
⢠Pepsiâs dominance on news and blogs can
be attributed to the stories around
sponsorship (title sponsor), matches and
social media campaign coverage
10. Social Media Research
Sentiment
⢠Pepsi shows a higher percentage of positive sentiment on social media
⢠The sentiment of Pepsi and Coca-Cola on Twitter has been largely neutral
⢠Indicates the ineffectiveness of Twitter in influencing brand attitude
0% 10% 20% 30% 40% 50%
Positive
Negative
Neutral
Pepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
Blogs 43% 42% 15% 32% 46% 22%
Blogs
0% 10% 20% 30% 40% 50% 60%
Positive
Negative
Neutral
Pepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
Forums 25% 50% 25% 20% 43% 37%
Forums
0% 10% 20% 30% 40% 50% 60%
Positive
Negative
Neutral
Pepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
News 36% 41% 23% 52% 32% 16%
News
0% 20% 40% 60% 80% 100%
Positive
Negative
NeutralPepsi
Coca-
Cola
Pepsi Coca-Cola
Positive Neutral Negative Positive Neutral Negative
Twitter 5% 90% 5% 6% 89% 5%
Twitter
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