Eicher: An Interesting Social Media Story
Published On Dec 19, 2016
The 57.25 percent rise in CV sales in February 2016, 36.5 percent in April 2016 and 43 percent in May 2016 are nothing but simply astonishing figures reported by VECV. The story, indeed, is nothing short of a fairy tale. No one takes you seriously unless your growth percentage is loud enough even for the most deaf of ears.
The situation worsens when you compete in the Indian CV industry. Consumers seek better products, demand attention and don't forget the smallest of mistakes. There are a number of auto makers in India who have gone riches to rags quicker than anybody would have anticipated. And there are those who have risen like the Phoenix, from their own ashes.
Eicher, undoubtedly, falls under the latter category. The group, since its collaboration with Volvo, is slowly turning the consumers back towards commercial vehicles developed by the duo (VECV).
The group has significantly improved its appeal factor after Siddhartha Lal took over as the CEO and MD for Eicher Motors. All its segments, be it trucks, buses or two wheelers manufactured under the Royal Enfield tag have undergone substantial improvements. The use of technology between Volvo and Eicher has further ensured that the commercial vehicles developed under the new banner don't just offer world class abilities but are priced economically too.
A bitter truth surrounding markets in the world simply states, "No matter how excellent your products are, if you can't market them, you will never get their real value." Eicher, apart from the improved product range, is also mastering the social media space steadily. There is no doubt in the fact that a little more effort by Eicher while handling its social media accounts, will take the game at par with other CV manufacturers in the country.
The journey that Eicher and Volvo continue together has brought smiles in both the camps. Let's look at the different ways VECV has projected its products on social media, especially on Facebook.
Date - 3 Feb, 2016
Auto-Expo 2016, Delhi
Several posts from Auto Expo
Total reactions in a day - 2806+117+123
Auto Expo is the pinnacle of events for all CV manufacturers in the country. It gives them a chance to showcase and brief consumers on the current and future products and technology. CV brands also get a clear understanding on what consumers’ specific demands.
VECV in these particular posts exhibited its products and fleet management technology on the side lines of Auto Expo 2016 held in Delhi, India. The auto maker, as a part of the several posts updated on Facebook in a single day, also flaunted the first look of the Eicher stall designed specifically for the expo. It was a brilliant post as you don't really get to announce the stall number in a more splendid way.
Date - Aug 26, 2016
BS-IV Compliant Range of Construction Tippers
Several posts + Video in a day
Total Reactions - 124+11+106+61+499
This indeed was a game changing post from Eicher. It included several posts and a video taking away all the limelight off other posts.
The video posted was an introduction to the BS-IV compliant range of construction tippers slated for launch by Eicher. Though the reactions on the post were not that great, but the number of times the video got viewed portrayed a different story. It was viewed more than 6,900 times, thus justifying the interest consumers take in Eicher products.
Date - Nov 26, 2015
Excon and Eicher heavy trucks
Several Posts in a day
Total Reactions - 103+19+186+189
Trucks and construction industry are like hand in glove. These posts hinted towards Eicher's participation in Excon, a trade fair revolving around the construction industry and equipment its uses in the country.
Eicher boasted about its range of heavy tippers in the country. Through participation and promotion via such an esteemed event, Eicher once again proved the understanding it has developed for the social media and marketing strategies. After all being among a handful of CV manufacturers to participate in an event like Excon, has unmatched merits.
Date - May 18, 2016
Video Eicher Pro 1049
Views- 16k
Reactions- 278
Eicher one again posted a video highlighting the abilities of Pro 1049 on the social media. The video was viewed more than 16000 times on Facebook but managed to accumulate only 278 reactions. It is also interesting to note that the truck featured in the video is one of the bestselling commercial vehicles by Eicher. The video prepared by TrucksDekho explains the segment and abilities that the truck caters to. The words 'last mile connectivity' used by Mr.Shyam Maller, Senior Vice President, VE Commercial Vehicles clearly define the positioning of Pro 1049 in the market.
Date - 23 August 2016
Post - Eicher Construction Tippers
Reactions -260
It was a post guided towards the construction segment in the country. The post said 'Get ready to revolutionize your construction business. Stay tuned to know more' and targeted the construction industry oriented customer with no ifs and buts.
With this post, Eicher made it clear about its intentions of not backing away from competition at all. It clearly shows that the CV brand is not afraid of competition in any segment and will develop products challenging the top performers in the country.
Conclusion
Siddhartha Lal's efforts in combination with the tie-up between Eicher and Volvo seems to be doing wonders for the Indian CV maker. It’s sales are picking pace at geometric rates and the day is not too far away when VECV will be counted amongst the top heavyweight contenders in the Indian CV industry.
(We thank Robinder Gauba, Business Head, TrucksDekho.com, former Data Scientist, Georgetown University, USA for conceptualizing, statistically analyzing & interpreting the social media data.)