In our brand analytics for the Fast Food industry of Mauritius, KFC leads the online presence by capturing the highest share of voice (SoV) for the month of April 2016.
Branding serves as a tool to enable a company is able to build their own identity, to communicate what their products are, the quality of their services and the projection of their business reputation and trustworthiness.
With brand analytics, marketers may uncover indicators revealing the direction of market trends which were previously unable to address. It can provide marketers indepth insights regarding the weak areas of their marketing strategies and directions which will be appropriate to render brand more customer-centric and engaging to their target market.
Metric details
In order to promote brands, search engine optimization, digital marketing and brand marketing are just among the funnels of marketing startegies that organisations utilize to promote their brands, products and services to potential customers. However, irrespective of marketing tactics employed in brand marketing, the key is to track brand performance and overcome weaknesses.
Daily Activity represents the volume of mentions picked up by days of the week across four time intervals (12AM – 6AM, 6AM – 12PM, 12PM – 6PM and 6PM – 12AM) for monitored brands.
Popular Sources outline the share of mentions picked up for each monitored brand of the Fast Food industry by sources.
Methodology
This report was conducted for the period April 1st to April 30th 2016, where our tool scanned the internet from news websites to social networks in Mauritius. Real time information for instance brand mentions, complaints and concerns were picked up to derive business value in complex, expressive, and sometimes-confusing human language. The report was done for the Fast Food industry whereby we have monitored five brands namely: KFC, Ocean Basket, Nandos, McDonald’s and Steers on a real time basis.
The analysis is broken into Part A which details SoV, Daily Activity and Popular Sources for the five monitored brands and Part B which focus on the three most popular brands of the Fast Food industry.
Industry Analysis
Share of voice
As depicted by the doughnut, KFC has led the race on the online platform, followed by Ocean Basket and Nandos with 1,807 mentions, 150 mentions and 81 mentions respectively. Their average number of mentions picked up per day was 60, 5 and 3 respectively.
Daily Activity
The highest activity for the monitored brands of the Fast Food sector was recorded on Thursdays (922 mentions) followed by Fridays (415 mentions) and Tuesdays (319 mentions) mostly from 12PM to 6PM, 6PM to 12AM and 6AM to 12 PM respectively.
Popular Sources
During the period under review, the highest number of mentions picked up for the monitored brands were from Facebook followed by Twitter and Instagram.
Brand Analysis
KFC Brand
As depicted by the line chart, the highest volume of daily mentions picked up for KFC was 731 followed by 276 and 267 on 21st, 22nd and 5th of April respectively. It is to be noted that KFC has organised a quiz for “Happy Friday Offer” on April 5th and a game on “Harland Sanders” on April 21st.
As illustrated by the column chart, the highest daily activity for KFC was on Thursdays (848 mentions) followed by Fridays (354 mentions) and Tuesdays (288 mentions) mostly from 12PM to 6PM, 6AM to 12PM and 6PM to 12AM respectively.
As shown by the diagram below, KFC brand was mostly popular on Facebook.
Ocean Basket
As depicted by the line chart, the highest volume of daily mentions picked up for Ocean Basket was 31 followed by 13 and 12 on 6th, 7th and 8th of April, where a “’Drawing contest” was organised for school kids on Facebook.
As illustrated by the column chart, the highest daily activity for Ocean Basket was on Wednesdays (44 mentions) followed by Fridays (27 mentions) and Thursdays (22 mentions) mostly from 6PM to 12AM, 12PM to 6PM and 6AM to 12PM respectively.
As shown by the diagram below, Ocean Basket was mostly present on Facebook.
Nandos
As depicted by the line chart, the highest volume of daily mentions picked up for Nandos was 9 followed by 7 and 6 on 9th, 14th and 16th of April respectively. It is to be noted that under the period under review, a“Job Vacancy” and a new “Kid’s Meal” menu were advertised on April 14th and postings with regard to an “Open Water Swim” competition were published as from April 21st on Facebook.
As illustrated by the column chart, the highest daily activity for Nandos was on Saturdays (23 mentions) followed by Fridays (15 mentions) and Thursdays (12 mentions) mostly from 12PM to 6PM, 6AM to 12PM and 6PM to 12AM respectively.
As shown by the diagram below, Nandos sources were mainly geared towards Facebook and Twitter.
Our Analytics team will be pleased to discuss how Sentiments Analysis can add value to your online brand management. Contact us on2331636 or via email: contact@infosystems.mu for further information.
