Fig.2 ZMOT Framework

Source : Google

Table 3. A Comparative Report on how Carmakers segment is using Social Media,

CAR MAKERS ON SOCIAL MEDIA
Carmakers	Facebook			Twitter
Name	Likes	People Talking About	Posts Per Day	Followers	Post Per Day
Volkswagen India	2,67,87,997	11,897	1	66,117	4
Nissan Motor India	1,62,48,823	1,341	1	55,127	6
Hyundai Motor India	68,34,589	70,326	3	95,892	9
Audi India	36,20,882	6,260	1	1,53,448	4
Mercedes-Benz India	24,10,962	1,41,724	2	1,38,808	9
Renault India	16,39,321	26,154	3	62,667	12
Skoda Auto India	13,56,877	2,612	3	54,186	5
Ford India	11,89,644	1,48,425	2	70,687	4
Honda Cars India	11,84,709	46,095	1	57,304	4
Fiat India	9,85,058	1,343	1	12,329	3
General Motors India	9,04,134	2,59,997	1		0
MandM	8,08,159	866	1	76,518	5
Toyota	7,85,966	1,784	1	48,407	1
Maruti Suzuki	2,98,267	1,090	1	3,492	0
Tata Motors	45,738	587	1	40,240	4
BMW India	Not Present	Not Present	Not Present	2,07,472	4

Source: ET NOW

From Table 3, it can be interpreted that Volkswagen has maximum likes on facebook, yet GM India takes the lead in the Facebook Engagement and BMW India doesn’t promote brand awareness through Facebook but has maximum engagement through twitter handlings. Mercedes Benz keep it’s users and customer active through Facebook and Twitter and has the best average engagement on both social networking sites.

People talking about on FB :

Table 4. Happening on Social Media

What's Happening on Social Media
Who is Going Up
Hyundai Motor India	64724	1155.40%
Ford India	45285	43.90%
Honda Cars India	33224	258.10%
Mahindra Scorpio	24042	111.10%
Harley Davidson India	22477	56.50%
Mercedes-Benz India	13247	10.30%
Who is Going Down
General Motors India	-246483	-48.70%
Renault India	-76225	-74.50%
Mahindra Bolero	-64996	-89.50%
Nissan Datsun Go	-47861	-85.90%
Mahindra XUV 500	-24136	-25.70%
McLaren F1	-20973	-36.70%
Escorts	-18871	-76.10%
Fiat India	-18110	-93.10%
Yamaha India	-13425	-31.80%
Who Gained Max Followers
Volkswagen India	75068	0.30%
Nissan Motor India	31297	0.20%
Ford India	25402	2.10%
Mercedes-Benz India	21170	0.80%
Formula 1	16784	0.70%
McLaren F1	9671	0.20%
Yamaha India	7571	1.30%

Source : ETNOW

Table 4 shows the interpretation of the comparative percentage of different car makers on social media . With Hyundai at number one with maximum likes during a quarter and Mahindra Bolero has gone down with maximum dislikes or people withdrawing likes from facebook. Ford India has a best growth rate of 2.10% of gaining maximum followers in a quarter.

KNOWLEDGE MANAGEMENT SYSTEM

Early information technologies were designed to assist managerial and professional workers by processing and disseminating vast amounts of information to managers organization-wide (MIS). Over several decades systems evolved to systems focusing on providing tools for ad-hoc decision analysis to specific decision makers (DSS), and to systems designed to provide updated, often real-time, relevant information to senior and middle managers (EIS). These systems each contributed to individual and organizational improvements in varying degrees and continue to be important components of an organization’s information technology investment. An emerging line of systems targets professional and managerial activities by focusing on creating, gathering, organizing, and disseminating an organization’s "knowledge" as opposed to "information" or "data." These systems are referred to as Knowledge Management Systems (KMS). A knowledge management system is a special type of information system for managing the organizational knowledge resource. A KMS is designed to support business processes by assisting in the creation, storage/retrieval, transfer, and application of knowledge (Alavi and Leidner 2001). Traditional information systems, on the other hand, deal with data and information sourced from operations (sales, purchases, transformations, etc.) and are mainly designed to automate repetitive tasks and replace manual computational work. KMS’s are different from information systems in that they deal with the complex task of facilitating knowledge sharing. A knowledge management system is, as expected, tied to the organizational knowledge that it supports. Although obvious, it is important to make this relationship explicit. KMS’s are sometimes viewed as replacing the knowledge residing in the minds of the knowledge workers. That simplistic view assumes that knowledge is static and that knowledge workers can easily be supplanted by a system. An opposing perspective considers knowledge as dynamic and being constantly renewed. This evolving knowledge is the resource that provides a competitive advantage to an organization. The resource-based view of the firm posits that resources that are valuable, rare, inimitable, and non-substitutable confer a sustained competitive advantage (Barney 1991). The interaction of knowledge workers and the KMS continually updates and enhances the knowledge resource making it inimitable and arguably valuable. Therefore, KMS’s are a vital enabler of knowledge as a true competitive resource.

LITERATURE REVIEW:

Connolly, 2014, explored that the successful carmakers of the future must adapt to changing technology, engaging consumers through digital up to, and after, the point of sale. By embracing these digital trends, organizations will achieve better targeting and be able to provide a more meaningful and intimate experience to consumers. When we get into some of the more human aspects, there’s a little less interest. Milne (2014) said that When we’re showcasing the product, the technology, photos of our engines – that’s when people get excited.

Donovan Neale, 2014, determined the concept that social represents an important marketing frontier for the automotive industry. Senior marketers recognize its capacity to deliver actionable, real-time insights that can help drive overall marketing effectiveness. They also see its value as a dynamic channel for influencing brand preference and purchase.

Chaudhuri, 2014, determined that the technology now exists to process and analyze social streams—not only to understand broader consumer attitudes and reputational issues, but also to identify, segment and profile individual consumers based on where they are in the purchase cycle, their preferences and needs, and even psychographic characteristics that influence how they want to engage with brands and service providers. Consumers are using social media to find product recommendations, access dealer reviews, and voice complaints, display preference, consider peer opinions, capitalize on coupon offers, and engage in ongoing dialogues with their favorite automotive brands. We believe the auto industry will benefit greatly from data-driven analytics to identify potential customers and social content delivery systems that bring automotive OEMs, dealers, aftermarket service providers and other members of the ecosystem closer to the consumers who are looking to make purchases.

Dell I’sola, 1997, concluded Value as the most cost effective way to reliably accomplish a function that will meet the user’s needs, desires and expectations. The fundamental contribution by the Value Management technique is to eliminate the unnecessary cost which does not contribute to the value of the services, products, systems and that obviously includes the construction projects.

Michael A. Stelzner, 2013, in his report examined that to know how advertisers utilized Social media to develop their business led a study of 3000 advertisers and found that there was a period responsibility from advertisers side on week after week foundation on social advertising subsequently they got real preferences from social promoting exertions, uncovered which stage was utilized generally by them to advertise their items or administrations, social destinations they were intrigued to research.

Michael Bowen, 2013, in his article examined the viable social networking techniques for vehicle merchants. Methods like corresponding with clients successfully on a mixed bag of diverse social networking stages and persuade them to purchase from their dealership. Most broadly utilized social stage was found to be Facebook which gave an alternative of utilizing social consideration; it was a spot where organizations gave client administration to their clients and merchants associated with greatest of the swarm, Sites like dealer.com, cars.com, dealerrater.com where they gave audits and evaluations gave an expansive thought to the clients to help them in taking a right choice.

Curt Kellar, 2013, in his paper raised an arrangement of inquiries regarding the current status of the email promoting battles of car dealerships and gave results that could help drive deals from both new and existing motoring clients. A point of view on the current situation with car and cruiser dealership email fights was picked up through a dissection of their execution measurements; true procedures held thus would propel the state of the present industry's speak to the motoring purchaser.

Kelly and Male, 1991, define Value Management as an oriented effort to attain optimum value in product, system or services by providing the necessary functions at the lowest cost.

Ashutosh Agrawal, 2013, in his paper talked about that potential purchasers of auto were taking choice on the web. Online action created various alternatives of them with the accessibility of advanced foot shaped impression, discriminating data that drove them to buy or settle on a purchasing choice. Late studies indicated that car industry was the biggest maker of online discussions.

Oliver Engling, 2013, in his paper talked about the tests the Volvo confronted and taking after to it the results they decided on. Tests incorporated to create intrigued prospects to test drive the new Volvo models; to address target bunch speciﬁc auto purchasers through email ads; to expand reaction rates for the Volvo and the model pamphlet. Results which were picked by them incorporated Production of imaginative Video mail battles with substance significant to the beneficiary; screening of fantastic locations from Circle databases with age and metropolitan zones; send out action situated client pamphlet for the C30, V70 and S80 Volvo mode. The consequence the organization Volvo achieved was marking impacts, lead era and client maintenance through a correspondence customized to the beneficiaries' hobbies; above normal reaction rates with continually great click rates including an opening rate of 82% for the C30 Newsletter and up to 60% click rates.

Earl J. Hesterberg, 2013, in his paper talked about the effect of web advertising in car retailing. He found that 90% of new auto purchaser utilized web throughout their shopping get to, 95% of scientists acknowledged vehicle evaluations and audits before settling on the buy choice, 72% of web clients utilized web search tool to inquiry their neighbourhood merchants. With web advertising methodology offers of auto items expanded in correlation to accepted showcasing, the database of clients additionally expanded.

Kevin Root and Eliza Kelly, 2012, in their report examined that Dealer.com, Driverside and Gfk Automotive Research banded together to investigate the effect of social networking on the auto purchasing methodology. They led an exploration and overviewed give or take 2,000 customers who had as of late obtained another vehicle or who were anticipating buying another vehicle inside the following 12 months and had effectively begun shopping. They found that a signiﬁcant number of individuals in reality utilized social networking as an asset when looking for another vehicle.

RESEARCH METHODOLOGY:

OBJECTIVE :

To understand how information technology has transformed the regular process in an organization and help create Knowledge and Value Management System in an organization globally.

· To analyze the conversion of Web traffic into Dealership Leads.

· To analyze sentiment analysis of consumers

· To study the competitive analysis of Website Layouts of different Car Makers.

RESEARCH DESIGN

The method adopted to do the research is Mix of descriptive and Semi Experimental Research

DATA COLLECTION

In this Research, we made use of both the primary and secondary methods of data collection. The data was collected making use of Structured Questionnaire. The questionnaire that we included consisted of demographic, open ended and close ended questions.

Secondary data was also used for generating observation based findings.

· Google Analytics

· Facebook Analytics

· Youtube Analytics

DATA SAMPLING

Sampling Technique: For obtaining the representative sample, the Random Sampling technique was used. It is the kind of the non-probability sampling technique.

Sample Size : 81 Walk-ins at Honda Dealership

Target Population: Customers visiting the dealership of Honda Cars India Limited in Delhi, NCR. The dealership showrooms chosen were on the basis of the maximum lead sales on daily basis.

1. Samara Honda, Mayapuri, New Delhi

2. Ring Road Honda, Moti Nagar, New Delhi

3. Ace Honda, Noida

STATISTICAL TOOLS USED

The tools used for analyzing the data are rating method are

· Bar Graphs

· Line Graphs

· Pie Charts

DEMOGRAPHIC PROFILE OF RESPONDENTS

		Customer Response
Gender	Male	70
Gender	Female	11
Age	18-25	4
	26-35	35
	36-45	21
	46-55	9
	>55	10
Occupation	Business	45
	Salaried	31
	Others(HomeMaker, Retired Prof., Student)	5
Annual Income	<5 Lacs	18
	5-10 Lacs	24
	10-20 Lacs	25
	>20 Lacs	6

LIMITATIONS OF STUDY

It is not possible for any market study to make it accurate due to many hurdles in the collection and computation of data. Some limitations of the study are listed below

· The sampling frame to conduct the study has been restricted to DELHI NCR.

· Respondents are reluctance towards giving correct information.

· Findings of the study are based on the assumption that respondents have disclosed in the questionnaire.

· Time was a major constraint.

· Observation based study vary from person to person.

DATA ANALYSIS AND INTERPRETATION

FACEBOOK COMPARISON SHEET

Comparison is drawn between the major Automobile OEMs to analyse the digital presence and likeness of the Brand over the web.

Engagement Ratio = No. of people talking about the brand

No. of Likes Received

Fig 3. Facebook Comparison of car makers

Source : Facebook

ENGAGEMENT RATIO OF CAR MAKERS ON FACEBOOK

Table 6. Engagement Ratio of Different Car Makers

Brands	Type	People talking about this	Total Page Likes	New Page Likes	Engagement Rate (%)
Maruti Suzuki	India	1,124	2,94,552	831	0.38
	Alto 800	45,427	4,72,181	4,130	9.62
	Alto K10	931	12,09,174	829	0.08
	Celerio	361	1,14,364	140	0.32
	Ritz	1,426	18,37,297	1,083	0.08
	WagonR	454	45,999	102	0.99
	VitaraBrezza	3,324	1,95,427	356	1.7
	Stingray	54	20,150	25	0.27
	Swift	1,865	7,59,815	1,285	0.25
	Dzire	414	3,12,426	269	0.13
	Ertiga	1,189	3,40,584	389	0.35
	Ciaz	953	2,02,044	313	0.47
	NEXA	3,578	1,73,839	381	2.06
Hyundai	India	73,899	67,62,946	76,839	1.09
Mahindra	KUV100	51,032	4,66,046	5,003	10.95
	XUV500	1,10,227	23,17,774	4,897	4.76
	Scorpio	15,249	32,53,493	2,445	0.47
	Bolero	1,50,221	19,62,408	4,121	7.65
Renault	India	25,430	15,89,725	4,845	1.6
TATA Motors	India	1,159	41,707	431	2.78
	Tiago	6,678	3,01,151	470	2.22
	Zest	709	3,07,705	117	0.23
Nissan	India	91,951	1,60,08,048	2,297	0.57
Toyota	India	1,578	7,80,639	1,033	0.2
GM	India	1,25,288	8,21,733	2,912	15.25
Honda	India	2,408	11,67,190	1,883	0.21
	US	46,242	40,93,471	9,833	1.13
	Malaysia	23,368	12,16,948	5,141	1.92
	Thailand	8,119	3,96,979	725	2.05

Source : Facebook

SURVEY ANALYSIS

Following is the detailed information fetched from the questionnaire:

	Questionnaire	Customer Response	Analysis
Q1	Car Model Interested in :
	BR-V	27	*30% Walk-ins are interested in BR-V
	CR-V	0
	City	30	*33% Walk-ins are interested in City
	Jazz	10
	Mobilio	1
	Amaze	23	*25% Walk-ins are interested in Amaze
	Brio	0

Q2	How did you come to know about Honda ____(Model)_____ ?
	Website	17	*25% Walk-ins came through Word of Mouth
	TV	13	*15% Walk-ins came through Website
	Radio	5	*12% Walk-ins came through newspaper
	Newspaper	14
	Magazines	4
	Google Search	10
	Banners on Car Portals	4
	Hoardings/Billboards	8
	SMS	2
	Emailer	1
	Social Media,	5
	Word of Mouth	28
	Any other , Please Specify _______________	3

Q3	Did you visit Honda Website?
	Yes	33	41% walk-ins visited Honda Website
	No	48

Q4	Did you receive an online lead form on Honda website?
	Yes	6	*93% walk-ins didn't receive online enquiry form
	No	75

Q5	Did you fill the online form ?
	Yes	2	*98% Walk-ins didn't fill online enquiry form
	No	79

Q6	Did you encounter any problem while filling the form online ?	Response	Analysis
	Yes	2	*98% Walk-ins didn't encounter any problem in enquiry form
	No	79

Q7	Did you receive the call from Honda Customer Care call centre?
	Yes	5	*94% Walk-ins didn't receive acall from Call Centre
	No	76

Q8	What information were you searching on Honda Website ?
	Models	18	22% Walk-ins enquired about model
	Price	11	17% Walk-ins enquired about specification
	Features	13
	Reviews	8
	Variants	7
	TV ad/Media	3
	Gallery	7
	Specifications	14
	Finance	1

Q9	Was the call representative able to understand your requirements?
	Yes	5	*94% times call representative were not able to understand requirement
	No	76

Q10	Did you receive the call from Honda Dealership?
	Yes	19	77% Walk-ins didn't receive call from Honda Dealership
	No	62

Q11	Was the dealer representative able to meet your requirements ?	Response	Analysis
	Yes	19	*77% times call representative were not able to understand requirement
	No	62

Q12	Is it your first visit to the Honda Dealership ?
	Yes	54	67% walk-ins had their first visit to the Honda dealership
	No	27

Q13	Which Webportal did you prefer before reaching dealer ?
	Cardekho.com	22	43% Walk-ins preferred CarDekho.com
	Zigwheels.com	2	33% Walk-ins preferred other portals like Cartrade, Carwale
	Car24.com	4
	Facebook	6
	Any other, Please specify ___Cartrade, Carwale.com, Team BHP, Google Search	17

Q14	How often do you visit Honda FB Page ?
	Everyday	3	*86% walk-ins never visited Honda FB Page
	Once a Week	2
	Seldom	6
	Never	70

Q15	Do you get regular updates from Honda's FB page ?
	Yes	4	*95% walk-ins don't receive regular updates
	No	77

Q16	Have you seen Honda _______ latest TVC ?
	Yes	49	60% Walk-ins have seen Latest TVCs
	No	32

Q17	Where have you seen Honda __________ latest TVC ?
	TV	34	69% Walk-ins have seen Latest TVCs on TV
	Youtube	5	10% Walk-ins have seen TVCs on youtube
	Facebook	4
	Website	3
	Any other, Please specify	3

Q18 Rate Honda website on the basis of : (1= Very Poor, 5=Very Good)

Rate Honda website on the basis of : (1= Very Poor, 5=Very Good)	1	2	3	4	5	Total No.	Rank	Analysis
								User Experience was best as per the Walk-ins Mobile-friendly and Informative factor is ranked lowest.
Informative			6	12	15	141	5
Accessibility			5	12	16	143	3
User Experience		1	3	10	19	146	1
Mobile Friendly	1	1	3	9	19	143	3
Content		1	5	11	16	141	5
Loading Time	1		2	12	18	145	2
No. of Walk-ins never visited Honda Website								48

This table shows a clear picture of how the Walk-ins at Honda Dealership ranked Honda Website. With the help of Likert Scale, the customers had to check different parameters on the basis of their experience with the website. With User- friendly Experience ranked the best to Content and Information Factor ranked the lowest helped analyze which area Honda Car Website needs to work upon.

FINDINGS AND CONCLUSION:

Research undertaken on understanding the need of transformation in IT and its importance in the passenger car segment proved that digital is an indispensable part of the branding domain of marketing. Nowadays, people are more active on Social Media and other digital portals than on TVs, Radios. We surveyed on Honda Cars India Limited and realized that active presence over the internet has helped the company to strengthen its roots in the competitive market and also has helped the company to increase its customer base. The reports of the average contract ratio of customers through walk-ins is 22 days whereas, through web is 18 days. Digital presence solitary on the social media is not enough, the company has to choose their marketing strategy after tracking through Google and Facebook analytics. Hence, it is easy to track the results to their spending. Considering the survey, it can be concluded that out of 81 samples, 32% walk-ins at Honda dealerships were generated through Internet (viral marketing) and website visits. Hence, Digitalization plays a vital role in promoting the Brand image of an organization. Different Web-Portals like Cardekho.com, Carwale.com, Cartrade.com and Google Search have reached masses. People like to visit these portals for virtual test drives and reviews. Due to the digitalization the Z.M.O.T theory has proved that digital marketing also plays a pivotal role in building the brand image. Nearly 45% visitors preferred these portals before visiting the dealer. This shows that company branding over the different websites is also as vital as any Social networking sites.Competitor’s Website and Mobile Site Analysis showcase the benchmarking standards and how the competitors are performing which helps generate the traffic on their websites. Imbibing those activities or change in the website layout might help in Customer Friendly website and increase overall web traffic.YouTube and other social networking sites helps draw a conclusion about the brand positioning in Consumer’s mind.

RECOMMENDATIONS AND SUGGESTIONS:

Focusing on strengthening the marketing processes and strategies by improving the brand image over the internet. Many online websites like Cardekho.com, Cartrade.com has created a huge impact and people review online before the actual purchase. It is recommended to follow different paid frameworks like display banners on these websites to create brand awareness and have a competitive edge over other car manufacturers. Daily analysis of Website and Facebook page can help the management to take strategic decisions hence creating value for the company. The decisions are taken on the basis of what the consumers demand and how to target the right audience. It is advisable to daily update social media pages so that there is an arousal of product’s need in the mind of people.

REFERENCES:

BOOKS

Dyson, G. (2012). Turing's cathedral: the origins of the digital universe.

Gleick, J., and Shapiro, R. (2011). The information (pp. 204-231). Books on Tape.

Naughton, J. (2012). From Gutenberg to Zuckerberg. Quercus Books.

Schmidt, E., and Cohen, J. (2013). The new digital age: Reshaping the future of people, nations and business

JOURNALS:

Bagga, T., and Gupta, D. (2014). Internet Marketing by Automobile Industry: Special Reference of Indian Counterparts. International Journal of Computer Applications, 97(6).

Chen, E.T., Feng, T.K., and Liou, W. "Knowledge Management Capability and Firm Performance: An Empirical Investigation," in Proceedings of the Tenth Americas Conference on Information Systems, New York, NY, USA, 2004, pp. 2255-2262.

Cole, R.E. "Special issue on Knowledge and the Firm - Introduction," California Management Review (40:3), 1998, pp 15-21.

Conolly, (2014)Digital Marketing Success in Automobile Industry, Icrossing

Donovan Neale, (2014) GARTNER CMO SPEND SURVEY 2015-2016 Digital Marketing Comes of Age

Kelly, J. R., and Male, S. (1991). The Practice of Value Management: Enhancing Value or Cutting Cost?. Royal Institution of Chartered Surveyors.

Kevin Root, Eliza Kelly (2012) Social Media as a Tool of Marketing : Automobile Industry , EPRA International Journal of Economic and Business Review, January 2013 Vol-3, Issue-1

Michael Brown, (2013) Internet Marketing by Automobile Industry: Special Reference of Indian Counterparts, Internal Journal of Computer applications,Volume 97– No.6, July 2014.

Razmerita, L., Kirchner, K., and Nabeth, T. (2014). Social media in organizations: leveraging personal and collective knowledge processes. Journal of Organizational Computing and Electronic Commerce, 24(1), 74-93.

WEBSITES:

https://en.wikipedia.org/wiki/Honda

https://en.wikipedia.org/wiki/Honda_BR-V

https://en.wikipedia.org/wiki/Honda_Cars_India

https://twitter.com/HondaCarIndia

https://twitter.com/HondaCarIndia?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eser

https://www.facebook.com/HondaCarIndia/

https://www.facebook.com/HyundaiIndia/

https://www.facebook.com/MarutiSuzukiWayOfLife/

https://www.facebook.com/ToyotaIndia/

https://www.hondacarindia.com/

https://www.hondacarindia.com/about/dealerLocator.aspx

https://www.instagram.com/honda/

https://www.instagram.com/honda/?hl=en

https://www.youtube.com/user/gmblogs

https://www.youtube.com/user/HondaCarsIndia

https://www.youtube.com/user/HyundaiIndia

https://www.youtube.com/user/MarutiSuzukiCorp

https://www.youtube.com/user/nissanusa

https://www.youtube.com/user/renault

https://www.youtube.com/user/ToyotainIndia

Received on 30.11.2016 Modified on 16.12.2016

Asian J. Management; 2017; 8(1):37-48.

DOI: 10.5958/2321-5763.2017.00007.5

BASIS	TRADITIONAL MARKETING	DIGITAL MARKETING
COST	High Cost to promote brands through ads on newspaper, billboards, radio and more	Low Cost- some strategies are virtually free
COVERAGE	Momentary Coverage	Can be archived on the internet
AUDIENCE	Reaches Masses	Fetches targeted audience
TRACKING	Time-consuming research to track the information.	Easy to track the enquiry to lead conversions.

Make (India)	Total Subscriber
Honda	13,044
Maruti	15,725
Hyundai	15,424
Mahindra	5,617
Renault	35,381
Nissan	81,728
Toyota	4,765
GM	13,000

Fig. 1 P.O.E.M Framework

Source : Google

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