Summer Training Project

Course Code: SLM MGT 01 301 C 00126

“Relationship between Social Media Conversations & Sales”

At
Maruti Suzuki India Limited, Vasant Kunj

Submitted in partial fulfillment of the requirements for the award of Degree

of

Master of Business Administration (MBA)

to

Department of Management Studies

Central University of Haryana, Jant-Pali-123029 Mahendergarh

Session: 2017-19

Supervised By: Submitted By :

Mr. Sourabh kumar(DGM) Honey Shandilya

MSIL Roll No: 10427

MBA

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 DECLARATION

PROJECT IS ORIGINAL WORK

I declare that this project titled “Relationship between Social Media Conversations

& Sales” has been worked on, drafted and finalized by me Honey Shandilya..1 student of MBA
3rd semester of this batch 2017-2019. This project is an original piece of work and not copied or
plagiarized from any other source of literature, review article or published reference in this
regard. This is purely my Summer Internship Report being submitted in partial fulfilment of the
degree of Master in Business Administration from department of management, Central
University and has not been submitted for the reward of any certificate, diploma, degree,
fellowship with any college / university nor educational institute before this.

In case any part of this work is reported as copied from any another source, I shall be solely
responsible for the same and will be answerable for any action taken in this regard.

Students’ Signature
Name- Honey Shandilya
Date-

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CERTIFICATE

3
 CERTIFICATE

This is to certify that, Mr./ Ms. Honey Shandilya , a student of MBA ,under department of
management, Central University,jant-pali,Haryana, has successfully completed his / her summer
internship project from to MARUTI SUZUKI INDIAN LIMITED and his/ her report is titled
“Relationship between social listening parameters and sales ”. Student has carried out the work
ssatisfactorily under my supervision.

According to the declaration submitted by the student, the report is an authentic work and may
be considered as partial fulfillment towards course credits

I wish him/ her success in life.

Sign of Faculty Supervisor

(MR. Ajai Pal Sharma)

Designation

Date

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 ACKNOWLEDGEMENT

I, Honey Shandilya, student of MBA in CENTRAL UNIVERSITY, HARYANA is highly

grateful to all those who guided me in completing this project. First of all my sincere gratitude
goes to my project guide, Mr. Sourabh Kumar( External guide) ,Mr. Ajai Pal Sharma ( Internal
guide )and Ajay Kumar who helped and guided me for this work. His conversation and
encouragement will always be remembered. In many stages of project, his prideful expertise and
professional knowledge provided crucial and key injection to the technical solution. I also would
like to thanks all the staff members of the MSIL for their cooperation and support during this
work. Finally, I wish to thank my family and friends for their encouragement and support. Lastly
I would like to thank my respondents for extending their co-operation in valuable inputs.

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 Table of Content
1 Company Profile 7-21

2 Literature review 22

3 Introduction of Social listening on digital media

3.1) What is Social listening
23-37
3.2) Why companies do Social listening
3.3) What are the parameters of Social listening
4 Objective of study ( MSIL)
38-39

5 Research Methodology 40-41

o Primary and Secondary

6 Observations, Analysis and Interpretation 42-54

7 Suggestion & Conclusion 55-56

8 Bibliography 57

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COMPANY PROFILE

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Maruti Suzuki India Limited

MARUTI SUZUKI INDIAN LIMITED, formerly known as Maruti Udyog Limited, is

largest automobile manufacturer in India. It is a 56.21% owned subsidiary of the Japanese
car and motorcycle manufacturer Suzuki Motor Corporation.

As of January 2017, it had a market share of 51% of the Indian passenger car market. MSIL
is largest and dominating player in automobile industry in India, almost 7 cars are from
MSIL forte’, amongst top 10 cars in Industry. There are total more than 150 variants in
different models.

 Number of employees working in MSIL 40000 (2018).

 Maruti Suzuki has three manufacturing facilities in India. All manufacturing

facilities have a combined production capacity of 1,700,000 vehicles annually.

 Network:
1,820 sales outlets across 1,471 cities in India. The company aims to double its
sales network to 4,000 outlets by 2020.

 Maruti True Value service offered by Maruti Suzuki to its customers for used
cars. As of 10 August 2017 there are 1,190 outlets across 936 cities. Company

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 has recently changed its Branding. Used car market business for MSIL is
equivalent to the 3 largest manufactures in auto industry.

 MSIL has been rated first in the customer satisfaction for 8 years in a row in JD
powers Surveys, and are Indian’s most respected automobile company.

More information about MSIL

History:-

Maruti was established in February 1981 with production starting in 1983 with
the Maruti_800, based on the Suzuki Alto kei car. As of May 2007, the Government of
India, through Ministry of Disinvestment,[13] sold its complete share to Indian financial
institutions and no longer has any stake in Maruti Udyog

Maruti-Suzuki follows IS&L Government: - (Institute of state and local government)

MISSION
Our mission is to work with government and non-government organizations to improve
systems to produce better results that are worthy of public investment and trust.
We apply a data-driven approach to the challenges and opportunities confronting
government .We focus on government at the state and local levels, working both
nationally and internationally, because we believe cities and states are ideal laboratories

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 for developing new approaches to longstanding social problems .We work with
government agencies, as well as nonprofit organizations, philanthropic institutions and
the private sector to improve the structure, financing, delivery, measurement, and
evaluation of vital public services.

Maruti Suzuki’s Philosophy

5S , 3M , 3G and 3K by Maruti-Suzuki
5S

SEIRE –Sorting

SEITION – Systematic arrangement

SEISO – Cleaning

SEIKETSU –Standardization

SNITSUKE –Discipline

3G

GENEHI – Go to the actual place

GENBULSU –See the actual thing

GENJITSU –Take necessary action

3K

KIMERARETA-KOTO-GA –What has been decided?

KINHON-DORI –As per standard

KICHIN-TO –Maroru mudt br followed

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 3M

MURI – Inconvenience

MURA – Inconsistency

MUDA – Wastage

Maruti Insurance:-

Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the
National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The
service was set up the company with the inception of two subsidiaries Maruti Insurance
Distributors Services Pvt. Ltd and Insurance Brokers Pvt. Limited

This service started as a benefit or value addition to customers and was able to ramp up easily.
By December 2005 they were able to sell more than two million insurance policies since its
inception

MARUTI SUZUKI NEXA:-

In July 2015, Maruti Suzuki launched NEXA - a dealership network for its premium range of
cars including the S-Cross and Baleno. While the cars are being sold through this dealership
network, they have to be serviced at the company's regular service outlets.

Now, Maruti is gearing up to launch exclusive service facilities for its NEXA customers. These
facilities are expected to start in another six months.

Each customer will have a personal relationship manager, who will serve as the single point of
contact and will look after the buying and the servicing requirements. These will be recruited
from sectors such as hospitality, aviation and financial services. Nearly 1,000 personnel are
recruited and trained already and this number will go up to 2,500 over the next 6-8 months.

The showroom will sport a black and white theme with the lighting focused on the colored
display vehicle. IPods will provide customers all the information they require relating to the

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product and Apple TVs, placed inside the showroom, will replicate the tablet screen for a better
virtual experience.

The first car sold under the NEXA showrooms was the S-Cross, whose launch was scheduled in
August '15.

Currently, to get their cars serviced, NEXA customers have three options:

Call up their relationship manager and get the car serviced at home

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Have the car picked up and taken to the workshop for service and maintenance and have it
delivered the same day

Go over to the workshop with the relationship manager to ensure that he or she gets the same
level of premium treatment at the workshop too

At present, Maruti has 127 NEXA dealerships in India. The company plans to add another 123
outlets this year. So far, more than 70,000 cars have been sold through this network and the
waiting period for the Baleno is long.

Over the next 3 years, Maruti expects cars sold through NEXA to account for 15% to its total
sales. By October, the company plans to launch the Baleno RS and Ignis, which will be sold
through this channel.

While starting Nexa, Maruti set a target to get 15% of the overall volumes by 2018 .
In FY17, Maruti achieved 15% of its total sales in volume terms from Nexa, three years ahead of
schedule.

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MARUTI SUZUKI ARENA:

Maruti Suzuki has announced that its sales network will be rebranded as 'Maruti Suzuki
Arena'. The new showrooms will have a new blue facade and car buyers can avail of a valet
service. On the inside, the showrooms will feature interactive touch screens and a personalization
zone, where customers will be able to mix and match accessories and configure their vehicles.
Additionally, the showrooms will also have a cafe & consultation area and an owners' lounge.
Relationship managers will be equipped with tablets with an app for customers to browse and
compare different models and variants. Customers will also be able to book or personalize their
vehicles through a new website

The company plans to set up more than 80 such outlets across India by March 2018. Existing
showrooms will also be converted to Maruti Suzuki Arena outlets.

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15
Maruti Suzuki India announced Bollywood Superstar Varun Dhawan as the brand ambassador
for Maruti Suzuki ARENA channel. Maruti Suzuki ARENA enhances customer delight with an
exciting purchase experience, seamlessly from the digital space to physical showrooms. Led by
Varun Dhawan, our new campaign showcases Maruti Suzuki ARENA as a youthful and modern
destination for a dynamic, trendy, social and connected car buying experience.

Maruti Suzuki Commercial Vehicle Outlet

The company's commercial vehicle channel is now present in 193 cities. The light commercial
vehicle segment has done very well for Maruti Suzuki's sales in India in October 2018. The light
commercial vehicle segment has done very well for Maruti Suzuki's sales in India in
October 2018. The company has only one commercial vehicle - the Super Carry on offer.
In October 2018, Maruti Suzuki sold 2152 units of the Super Carry which showed a
growth of 146 per cent for the company when compared to the same period last year. In
just 24 months of its launch, the Super Carry has crossed 20,000 sales across India. While
the first 10,000 sales took 18 months, the next 10,000 came just in a span of little over
six months.

Quick Response Team:

Maruti Suzuki has launched a new on-road assistance program for its customers. The new
program, called the 'quick response team' will essentially see a qualified technician reach the spot
where a breakdown has occurred on a motorcycle for assistance. In the first phase, the company
has rolled out 350 bikes in over 251 cities and plans to offer this service in 500 cities by the end
of 2020.

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When a customer calls for assistance, a web-based system identifies the GPS location of the
nearby technician and assigns him the task. The customer can then connect with the technician
over phone and can track each other's location and estimated time of arrival via the Maruti Care
App.

Customers who have purchased extended warranty for their cars can avail of the Quick Response
Team service and Maruti Suzuki on-Road Service for free. For cars that are not covered under
warranty or extended warranty, QRT service costs between Rs. 420-575 depending on the
location of the car.

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Maruti Suzuki True Value:

True Value was first launched by MSIL in 2001. It redefined the pre-owned car market by
offering a safe, reliable and hassle free purchase experience for buyers of pre-owned cars.

As a part of Maruti Suzuki's transformation, a network of independent True Value outlets will be
set up across the country, with a larger display area for a variety of pre-owned cars of Maruti
Suzuki. These outlets will be digitally integrated through a portal so that customers can access
details of all the cars available at True Value outlets nation-wide. This will help customers to
make their choice and visit the relevant True Value outlet for a test drive.

To ensure quality and reliability, pre-owned Maruti Suzuki cars will be carefully selected
(criteria details given in the box), refurbished at Maruti Suzuki workshops and offered to
customers with warranty and free services.

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SWOT analysis of Maruti Suzuki:-

Maruti Suzuki is the market leader in India and has an amazing brand equity. Maruti is known
for the service it provides and is synonymous with Maruti 800 – the longest running small car in
India. Here is a SWOT of maruti suzuki, its strengths, weaknesses, opportunities and threats.

Strengths in the SWOT analysis of Maruti Suzuki

 Maruti Udyog limited (MUL) is in a leadership position in the market with a market share of
48.74
 Major strength of MUL is having largest network of dealers and after sales service centers in
the country.
 Good promotional strategy is adopted by MUL to transfer its thoughts to the people about
its products.
 Maruti Suzuki recorded highest number of domestic sales with 9,66,447 units from 7,65,533
units in the previous fiscal. It recently attained the 10million domestic sales mark.
 Strong Brand Value and Loyal Customer Base are big strengths for MUL
 There are around 15 vehicles in Maruti Product portfolio. Has good product lines with good
fuel efficiency like Maruti Swift, Diesel, Alto etc
 Alto still beats the small car segment with highest number of sales
 MUL is the first automobile company to start second hand vehicle sales through its True-
value entity.
 MUL has good market share and hence it’s after sales service is a major revenue contributor.

Weaknesses in the SWOT analysis of Maruti Suzuki

 Low interior quality inside the cars when compared to quality players like Hyundai and other
new foreign players like Volkswagen, Nissan etc.
 Government intervention due to having share in MUL.

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 Younger generations started getting a great affinity towards new foreign brands
 The management and the company’s labor unions are not in good terms. The recent strikes of
the employees have slowed down production and in turn affecting sales.
 Maruti hasn’t proved itself in SUV segment like other players.

Opportunities in the SWOT analysis of Maruti Suzuki

 MUL has launched its LPG version of Wagon R and it was a good move simultaneously
 MUL can start R&D on electric cars for a much better substitute of the fuel.
 Maruti’s cervo 600 has a huge potential in tapping the middle class segment and act as a
strong threat to Nano
 New DZire from Maruti will capture the market share and expected to create the same magic
as Maruti Esteem(currently not available)
 Export capacity of the company is giving new hopes in American and UK markets
 Economic growth of the country is constantly increasing and the government is working hard
to increase the gdp to double digit.

Threats in the SWOT analysis of Maruti Suzuki

 MUL recently faced a decline in market share from its 50.09% to 48.09 % in the previous
year(2011)
 Major players like Maruti Suzuki, Hyundai, Tata has lost its market share due to many small
players like Volkswagen- polo. Ford has shown a considerable increase in market share due
to its Figo.
 Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing major threats to its
respective competitor’s segment
 China may give a good competition as they are also planning to enter into Indian car segment
 Launch of Hyundai’s H800 may result in the decline of Alto sales

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Financial:-

 Maruti Suzuki Balance Sheet 2017,Total Assets -36154.40,Total Liabilities - 36654.70

, Current Liabilities - 11495.10,Total Current Liabilities- 12747.70,Total Current
Assets - 6596.20,Gross profit - 12543.40.

 MS tops utility vehicle segment with 27.53% market share in 2017-18.

 Awards:- 294 awards ,

 Indian car o f the year ( Vitara Brezza ) INDIAN CAR OF THE YEAR

MANUFACTURER OF THE YEAR The Auto Show - Car India & Bike India Award

 CNBC TV18 OVERDRIVE AWARD (Baleno)

 Most Dependable Entry Compact Car—Maruti Suzuki Alto 800
 Highest Ranked Entry Compact Car in Initial Quality—Maruti Suzuki Alto
800
 Highest Ranked Compact Car in Initial Quality—Maruti Suzuki Wagon R
 Highest Ranked SUV in Initial Quality, in a tie—Maruti Suzuki S-Cross

 Most Appealing Compact Car—Maruti Suzuki Celerio

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 Literature review

Digital media is a very vast field that has gained a lot of attention in a very short span of time.
Since year 2000 the .com boom came most of the companies have adopted this field in almost
every field of marketing. As social media platforms have a very wide reach and almost more
than 100 billion users. For the common understanding of digital media marketing I did the course
by GOOGLE on FUNDAMENTALS OF DIGITAL MEDIA MARKETING. Other than this, I
learned about the different digital media strategies adopted by different automobile companies
and the current position of MSIL on various digital media platforms.

I worked upon SPRINKLR SOFTWARE for the social listening about MSIL on various social
media platforms. Sprinklr is a unified customer experience management platform for enterprises.
It provides social media marketing, social advertising, content collaboration, advocacy and social
media monitoring for large brands like Nike, Microsoft and MSIL.

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SOCIAL LISTENING

ON

DIGITAL MEDIA

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WHAT IS SOCIAL LISTENING?

Social listening is the process of monitoring digital conversations to understand what customers
are saying about a brand and industry online. It provides an overall and all-the-time baseline for
your brand to work from. It’s a detailed analysis of your audience, what they care about, and
where they discuss such things. It’s about uncovering and assimilating all the information you’re
missing if you only count likes and mentions.

Marketing teams primarily use social listening for community management, such as identifying
customer pain points and providing direct consumer response to questions, complaints, and
comments. It is also used to surface feedback that could help to differentiate their brand, product,
or service. Social listening takes a broader look at the overall social landscape – taking in the
typical shapes and sounds, so anomalies become easier to spot.

In other words, social listening is the process of collecting data from social platforms and
forums on a chosen topic. This could be a brand, an industry, or anything at all. The collected
data is then analyzed to find trends and useful insights. This can influence a wide range of
processes including business operations, product updates, and advertising approaches. It’s not an
entirely new approach, it’s just that the technology is different. Brands have been trying to gauge
the opinions of the public and their customers with surveys since forever.

What tech means now is that you don’t even need to prompt people anymore. People are talking
about anything and everything online, it’s just a matter of finding them.

The social listening process involves first monitoring social media channels for posts that include
specific keywords or topics. Then all these posts are analyzed to reveal the themes they have in
common and the conclusions that can be drawn from them. This process is done by social
listening tools like SPRINKLR, HOTSUIT, and SPROUTSOCIAL etc. In short social
listening is like the ears of a human being.

The great thing about social listening is the ease with which it can be done. Sales professionals
(or professionals in any capacity, for that matter) can use the search function on any social media
platform to look for any number of topics:

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  Relevant industry keywords
 Brand, product or service names
 Competitors' names or news
 Industry information
 Hashtags from conference or industry events
 Direct messages sent by customers or prospects

Social listening is all about monitoring social media and tracking these types of
conversations. It’s also known as “social media monitoring,” and the goal is make the social
world a little less mystifying. You know that there are countless social media messages sent
every day. On Twitter, for instance, that number is 500 million. And that’s just one social
network!

Social listening lets you track all these messages – across every platform – to find the ones that
matter to you.

WHY IS SOCIAL LISTENING IMPORTANT?

As digital channels proliferate, there are myriad ways for consumers to share feedback and
experiences — both directly and anonymously. Social listening allows marketing teams to
prioritize and evaluate feedback from the public. This feedback can be used to create more
appealing offerings, both in the form of product and services as well as content and
advertisements. Social listening monitors individual conversations about a brand and industry. It
does not provide insight into the direct impact of your marketing programs.

How does social listening technology work?

When you use a social listening tool, you initially have to define a set of keywords or topics that
you are interested in.

These words can include your brand’s name, product names or phrases within your marketing
campaigns. It could also be words that describe the industry you are interested in or the type of

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products you want more information on. It is sometimes the name of a person, like a
spokesperson or influencer.

Then, the social listening tool starts to search specific social media platforms, like Facebook,
Twitter and Instagram, for posts that contain these topics.

It extracts information from these posts, including the social media user’s name, their location,
the time, the date and the content they posted. This information is normally displayed on an
online platform or in a report.

The tool then automatically applies computer algorithms to the data to process it. Some tools rely
on human analysts to process the data.

Social listening uncovers insights such as:

 Who is discussing your brand, product, industry or topic of interest?

 What are the most frequent customer complaints on social media?
 What topics is your target market discussing?
 What are the different opinions that social media users have about your brand?
 What topics do your competitors or people in your industry chat about?
 Which of your social media campaigns had the highest engagement on social media?
 Which social media platforms does your target market use the most?

The information you gather through social listening can be used in many ways – from improving
business and marketing strategies to managing your brand’s reputation.

Important keywords:

Engagement:

Is all about how audiences interact with you. This sounds easy, but it’s not. The Media Rating
Council (MRC) breaks engagement down into three key categories:

1. Interaction

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 2. Content re-distribution
3. Advocacy and influence

Interactions: It can be tracked internally through clicks, conversions, downloads and saves, or
publicly through a variety of metrics, such as:

 Likes
 Comments
 Hearts
 Hashtags
 Mentions
 Posts
 Pins
 Replies
 Subscribes
 Tagging, etc.

Content re-distribution: It is much more public than interactions as it requires an individual

user to intentionally and directly re-distribute or promote your content to a set of users. Metrics
used to measure content re-distribution include:

 Emailing
 Embeds
 Linking
 Mentions
 Re-blogs
 Re-pins
 Re-tweets
 Shares
 Tagging

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Advocacy and influence: It is the hardest engagement metrics to measure, simply because
they garner a lot of subjectivity. You need to know who is influential in order to understand what
brand authority you already having. Need some help with that? Start here. You can evaluate
advocacy and influence with metrics such as:

 Intent: have they declared their call-to-action? Will they buy your product/service?
 Opinion
 Semantics
 Sentiment

Reach: total unique count of users exposed to organic (unpaid) content or advertising.” In other
words, reach counts the actual amount of people exposed to your coverage. Reach can be further
expanded into the following categories:

 Organic: users exposed to your content in its original, unpaid format

 Paid: users exposed to your paid content it its original format (e.g. sponsored ad)
 Earned: users exposed to your content (paid & unpaid) in a re-distributed format (e.g., re-
tweets, shared, re-blogged, etc.)

Impressions: The number of times a post from your Page is displayed, whether the post is
clicked or not. People may see multiple impressions of the same post. For example, someone
might see a Page update in News Feed once, and then a second time if their friend shares it.

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While that can be frustrating, it’s also a great place to find honest feedback about your brand.

Improve your reputation online

On a more positive note, good social listening can actually help you build a stronger brand
reputation online. Buyers want to know that your company listens to them, are approachable, and
belong in the modern market. Social listening helps to make you more responsive by alerting you
immediately when new messages appear. These could be questions or complaints, but they may
also be opportunities for you to engage and build brand awareness. Just as you can go viral in a
bad way, a witty and well-timed social media response can spread like wildfire.

Prevent a serious brand crisis:

Social media is a fast-moving, high intensity space. It’s where things “go viral,” after all. For this
reason, brands need to watch carefully for negative press. One disgruntled former staff member,
or an unhappy client, can post virtually anything they like online. And if that message gains
traction, you’ve gone from one person saying bad things, to thousands.

It may seem dramatic, but a brand crisis can catch you when you least expect it. And if it does,
you’ll be glad that you caught it early and had a chance to limit the damage. That’s why social
media monitoring should be part of any crisis management plan.

Provide better customer service: A whole conversation taking place on Twitter, and
nobody tagged Samsung directly. Chances are, this is an issue that Samsung can fix. Act quickly,
and they may be able to sort everything out and build some serious loyalty with this customer.
Social listening picks up messages where people haven’t tagged your account directly. You can
then help customers proactively, without them having to use your official support channels.

Collect feedback about your products: you need to care about what buyers think of your
products and services. I’m sure that’s obvious. And you’ve probably noticed that people tend to
share their thoughts about everything on social media.

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Social listening strategy:

Here it is in six steps:

1. Identify your goals

As with most business strategies, it’s important to know why you’re investing in it. The most
common uses for social listening include:

 Brand monitoring: to know what people say about you in real time, and respond
however necessary.
 Competitive analysis: to know what people say about your competitors, to study their
marketing strategies, and “borrow” their best ideas.
 Influencer marketing: to find powerful people to share your brand name and build
awareness on social media.

 Crisis management: to anticipate and mitigate bad social media crises. The real time
aspect of social listening is especially valuable here.
 Customer service: to be able to find customers with problems and help them
immediately, to keep them happy.

2. Find the right tool:

A social listening tool that offers the following:

 Data from every social media platform that matters to you

 Good analytics features to help you assess that data

 An easy-to-understand interface

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  The ability to respond to messages from within the app

4. Choose your keywords:

Social listening is heavily dependent on keywords; we’re basically tracking these terms all
over social media. So choosing the right words is essential. Again, this comes back to your
goals. Do you want to track your brand name, your products, or your competitors? How
about find influencers or learn more about your industry? You also need to think about how
much “noise” you want to collect. While it might seem exciting to gather tens of thousands
of mentions per day, it may be difficult to actually do anything useful with them. You
certainly can’t respond to all of them!
The smarter approach is to cast a narrow net, and only collect the mentions that really
interest you. Boolean alerts are perfect for this, as you can pinpoint phrases and put limits on
your keywords, so that only the most relevant return. If that sounds good, check that the tool
you’re considering offers Boolean.

4. Actually do some “listening”

You need to set aside some time to see what’s coming in. But again, this will depend on your
goals. Let’s tackle each quickly:

Brand monitoring
Your goal here is to know what people say about you, to better understand your customers and
prospective buyers. So you need to read these social comments and find out! Set aside a little
time each week to look over your mentions and see what matters to people. And if you’re in the
middle of a crucial business period – say, a product launch – you’d better make that a little
time each day.

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Competitive analysis
A good social media competitive analysis takes as little as five minutes. You don’t need to study
the competition as closely as your own brand. But this is a great way to get new product ideas,
improve your marketing strategy, and learn from your opposition. Check in once a week to see
their most-shared content, their latest product updates, and spot any news coverage they’ve
received. Sentiment analysis also lets you see their most common complaints, which is a great
way to find out what not to do.

Influencer marketing

We’ve written a boatload of content about how to build the best influencer strategy. Social
listening is part of this; it lets you find people already talking about you, with the most
influential at the top of the list.. Look for important voices talking about your brand and try to
make a connection. You can also watch for those same voices talking about your competitors,
and try to understand why they prefer the other company.
Crisis management
It’s always interesting to make crisis management part of a strategy, because it’s something you
never hope to actually use. Unlike the others in this list, you won’t set aside a specific amount of
time for crisis management.

Instead, create an alert for specific keywords that you know are damaging. Something likes this:
[Brand name] + [“faulty” OR “fail” OR “dangerous” OR” hate”]

If you’re a Mention user, Pulse alerts will then tell you when this alert suddenly receives a spike
in mentions and you’ll know you need to react quickly.

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Customer service
If you want to provide excellent customer service, you’ll need to have someone keep a close eye
on your monitoring tool. The good news is your account can have as many users as you need, so
why not give your customer support people a day when they’re “on call,” and encourage them to
respond to queries as quickly as possible.

5. Respond in real time

To make the greatest impact on social media, you need to engage in conversations as they’re
happening. The more you’re able to respond to these conversations as they’re taking place, the
more you build authenticity around your brand. You show that your company is built by real
people who really care, which is so valuable to buyers.

6. Evaluate your performance

Good analytics tools make a big difference. When you’re collecting large numbers of mentions,
it pays to be able to analyze this data. This means you want to choose a social listening tool that
lets you build custom graphs and reports that match your goals. A few key metrics that you
definitely want to be able to measure:
 Sentiment around your mentions
 Share of voice (to compare several alerts)
 Social influence

 Changes in volume over time

 Languages

 Locations of people talking about you

 Brand reach

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OBJECTIVE

OF

THE STUDY

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OBJECTIVES:

1. To find out the relationship between social media listening parameters and sales.
2. The impact of social media on sales

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 RESEARCH
METHODOLOGY

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RESEARCH DESIGN:

 Descriptive Research.

SAMPLING DESIGN:

 Sampling Technique :- Purposive sampling

 Population : It was a time based research
 Sample size : All the social media users who have used some specific keywords

DATA COLLECTION:-
 Primary Data : Sprinklr software(social media data)
 Secondary Data : Team-bhp (Sales data)

DURATION: Jan15 – July18

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Analysis and Interpretation

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Technique used:

1. Simple linear regression

2. Multiple linear regression

3. Correlation

 Regression model coefficient(R-square): How much variation in dependent variable

can be explained by independent variable?

 Correlation coefficient: How two or more variables are related to each other? In other
words, a correlation coefficient is a statistical measure of the degree to which changes to
the value of one variable predict change to the value of another.

Correlation

 Correlation investigates the relationship between two variables.

 Values of the correlation coefficient are always between -1 and +1.

 Correlation coefficient indicates the extent to which two variables move together.

 In simple words, winter and warm clothes have a correlation of 76 %( approx.)

Regression

 By regression we will see how sales get affected through social listening and what the
relationship between them is.

 Regression considers the relationship between 1 dependent variable and 1 or more

independent variables.

 It predicts the value of the dependent variable based on the known value of the
independent variable.

 In our case, sales are the dependent variable and social listening parameters are the
independent variables.

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Scatter Graph:

Maruti Suzuki

180000
Scatter Graph
160000
140000
S 120000
a 100000
l
80000
e
60000
s
40000
20000
0
0 10000 20000 30000 40000 50000 60000 70000
Mentions

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Hyundai

60000

50000

S 40000
a
l 30000
Series1
e
s 20000 Linear (Series1)

10000

0
0 10000 20000 30000 40000
Mentions

60000

50000

S 40000
a
l 30000
Series1
e
s 20000 Linear (Series1)

10000

0
0 2000 4000 6000 8000 10000
Positive Mentions

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Tata

25000

20000

S
a 15000
l
Series1
e 10000
s Linear (Series1)

5000

0
0 5000 10000 15000 20000 25000
Mentions

25000

20000

S
a 15000
l
Series1
e 10000
s Linear (Series1)

5000

0
0 2000 4000 6000
Positive Mentions

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Hypothesis:

The social listening parameters affect the sales thus, have impact over it.

Correlation matrix:

For Hyundai

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For Tata

46
Regression model of MSIL

47
Between sales and reach

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Overall regression model:

49
Hyundai regression model

50
Tata regression model

51
In the regression model, sales is the dependent variables and all social listening parameters are
the independent variables.

 As the value of significance F is 0.000342, which is less than 0.05.It means, null
hypothesis is neglected so our hypothesis is true.

 The model says that positive mention is able to explain 28% variation in sales as the
value of r-square is 28%.

 For MSIL: Positive mentions have more impact on sales than reach and auto-journalist.

 Auto-journalist contributes maximum for Hyundai and least for MSIL.

 If you have more positive mentions(MSIL),the more impact it will have on sales.

 Still the major part of sales for MSIL is because of word of mouth.

 Maruti suzuki has adopted a highly technological digital media strategy that includes
A.I of Google (hyper local),that will show its results in the upcoming 4- 5 years.

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Suggestion & Conclusion

53
 Maruti Suzuki India limited still lacks in the digital media marketing technology as we take the
case of chatbots, which is being used extensively in the field of marketing. Chatbots are the
digital robots that work upon the artificial intelligence technology. It gives ease to the users to
have conversation at any point of time regarding any doubt and information they are looking for.

With the help of Google and facebook, MSIL may use the information of their potential
customer to know about his/her personality, taste income and many other insights. Then this vital
information can be used to suggest the most suitable car for him/her. MSIL can share the
experience of its customers on different social media platforms in form of videos, articles and
posts. The use of micro-influencers might be another option apart from renowned auto journalists
and auto-experts. MSIL can think of reducing the amount they are spending on the auto-
journalists because as the results show that they contribute least in the sales.

From its inception it can be seen that MSIL has always been on the top in the market share of
automobile industry. This shows that MSIL does the research very extensively and start building
strategies ahead of its time .in case of its digital media strategy as well, MSIL still needs to work
upon some areas so that it remains one of the top players in the automobile market.

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BIBLIOGRAPHY
Referred site:-

 https://www.socialpulsar.com/blog/sentiment-analysis-
importance-digital-marketing/
 https://sproutsocial.com/insights/social-media-metrics-that-matter/
 https://trackmaven.com/marketing-dictionary/social-listening/

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