Firelli. Reputation management report from 1 till 31 of October 2022

1.

Reputation management report
From 1 till 31 of October 2022

2.

WHAT WAS DONE
1
In October, users' interest in choosing winter tires traditionally reached its maximum, the
number and activity of discussions increased markedly compared to last month. The
activity of influence agents was also increased due to the beginning of the active tire
replacement season. No crisis situations were identified.
2 8 498 relevant Pirelli mentions were found.
3 Positive is 13,9%, where 6,6% is the work of the agency, Negative is 3,5%
4
In October, there were trends similar to last month in the characteristics of user activity. The
negative activity has slightly increased compared to September, which is due to the general
intensification of discussions on relevant topics. However, in comparison with the same period
last year, negative activity was lower. In just a month, 295 negative comments or user
reviews were revealed. 183 responses to negativity were developed and published on
behalf of agents of influence. Against the background of a fairly calm situation with negative
activity, the number of publications of agents of influence of a positive nature has increased,
including on the key site of Yandex Market.
reviews and comments from agents of influence were prepared and published. This is
5 565
more than the usual package of publications during the active period (the package includes
500 publications). The increase in the number of publications is due to a reduction in the
volume of work in September.

3.

STATISTICS OF MENTIONS
RELEVANT
MENTIONS
POSITIVE
MENTIONS
NEGATIVE
MENTIONS
AUTORS
INVOLVEMENT*
LOYALTY**
May
6 128
311
264
3 688
175 063
1,2
June
4 648
329
170
2 731
122 731
1,9
July
5 208
354
216
3 209
74 734
1,6
August
4 829
342
191
3 059
176 653
1,8
September
5 314
861
221
3 068
104 464
3,9
October
8 498
1 184
295
5 444
46 286
4,0
November
9 733
1 034
340
5 823
64 066
3,0
300
9733
225
September
October
November
8498
150
5314
75
0
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Neutral
Positive
861
Negative
Relevant mentions
* The sum of comments, likes and reposts of publications with mentions
** Ratio of positive messages to negative
1184
1034
Positive mentions
221
295
340
Negative mentions

4.

STATISTICS OF MENTIONS
Monitoring system found 19.520 mentions about Pirelli:
8.498 Relevant mentions;
2.192 Mentions connected to Formula 1;
8.548 Mentions about buying and selling;
128 Mentions connected to Pirelli calendar;
130 Mentions about motorsports;
24 Mentions about football.
RELEVANT
MENTIONS
FORMULA 1
BUY & SELL
CALENDAR
MOTORSPOR
T
FOOTBALL
TOTAL
June
4 648
1 575
7 852
171
165
21
14 432
July
5 208
1 411
5 987
76
42
35
12 759
August
4 829
1 361
6 784
259
147
37
13 417
September
5 314
1 863
7 059
153
87
33
14 509
October
8 498
2 192
8 548
128
130
24
19 520

5.

STATISTICS OF MENTIONS
Key Results
Nov Dec Jan Feb Mar Apr May Jun
Jul
Aug Sep Oct
Mentions found by monitoring system
18 223
16 151
17 054
14 453
21 925
21 084
16787
14 432
12 759
13 417
14 509
19 520
Mentions that refer to Pirelli products
9 279
3 860
5 369
5 459
6 629
7 941
6128
4 648
5 208
4 829
5 314
8 498
Negative reviews revealed following of manual
processing of the results of monitoring system (inc.
duplicates of mentions)
396
138
187
267
328
454
264
170
216
191
221
295
Negative mentions published on social media
48%
42%
39%
64%
61%
39%
35%
41%
42%
55%
46%
39%
Reviews and responses developed and posted
within the framework of generating positive and
neutral reviews and responses within the framework
of negative leveling
500
150
150
500
497
503
150
150
150
150
435
565
Number of comments which were published after
posting of agent of influences responses
2 307
968
1087
2 197
2 079
1 938
997
8425
580
943
1 613
2 177
Number of comments which were
addressed to our reviews and
responses
All
213
67
71
199
183
236
83
55
79
87
176
227
Negative
58
20
21
52
49
64
34
30
29
33
36
46
Positive
111
34
32
109
85
120
15
14
32
36
109
127
Neutral
44
13
18
38
49
52
34
11
18
18
31
54
201 494
25 591
31 330
88 323
361
458
345
001
86 147
706
758
25 063
56 399
161
578
221
362
Approximate number of views of published reviews
and responses

6.

STATISTICS OF MENTIONS
Key Results
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Messages developed to respond to negative reviews
213
91
79
149
199
258
112
96
114
91
123
183
including official responses on behalf of the brand (published by the
client independently)
-
31
-
-
-
-
-
-
-
-
-
-
Messages developed in the framework of generating positive and
neutral reviews
287
59
71
351
298
245
38
54
36
59
312
382
including messages about Ice Zero 2
136
36
18
42
24
16
5
7
8
19
96
113
Messages moderated and published
492
114*
143
487
494
494
149
150
150
150
428
562
Responses on moderation now
8
5
7
13
3
9
1
0
1
0
7
3
Responses and reviews removed after publication
0
0
0
0
0
0
0
0
0
0
0
0
Rejected by automatic filter at the stage of moderation
0
0
0
0
0
0
0
0
0
0
0
0
Agents of influence
161
71
80
94
103
112
50
65
44
72
107
112
*Including 31 responses on behalf of a brand representative awaiting publication

7.

KEY RESULTS
Ice Zero 2 & Scorpion Ice Zero 2
September 2022
Formula Energy & Formula Ice
September 2022
October 2022
October 2022
Published Feedback Published Feedback
Published Feedback Published Feedback
Reviews
13
4
12
3
Responses to
user reviews
(on behalf of a
brand
representative)
-
-
-
-
Integration
into
discussions
about
competitors
(agents of
influence)
31
7
47
18
22
Integration
into
discussions
about tires
selection
(agents of
influence)
24
6
49
25
8
3
Responding
to negativity
(agents of
influence)
26
17
25
9
113
47
Total
94
34
133
55
Reviews
22
5
22
7
Responses to
user reviews (on
behalf of a brand
representative)
-
-
-
-
Integration
into
discussions
about
competitors
(agents of
influence)
18
11
28
15
Integration
into
discussions
about tires
selection
(agents of
influence)
50
19
55
Responding
to negativity
(agents of
influence)
6
3
Total
96
38

8.

KEY RESULTS
Ice Zero
Ice Zero Fr
September 2022
September 2022
October 2022
October 2022
Published Feedback Published Feedback
Published Feedback Published Feedback
Reviews
17
6
13
12
Responses to
user reviews
(on behalf of a
brand
representative)
-
-
-
-
22
Integration
into
discussions
about
competitors
(agents of
influence)
8
6
13
6
106
35
Integration
into
discussions
about tires
selection
(agents of
influence)
25
14
44
27
16
61
28
Responding
to negativity
(agents of
influence)
4
-
5
-
57
216
89
Total
54
26
75
35
Reviews
11
3
13
4
Responses to
user reviews (on
behalf of a brand
representative)
-
-
-
-
Integration
into
discussions
about
competitors
(agents of
influence)
29
17
36
Integration
into
discussions
about tires
selection
(agents of
influence)
70
21
Responding
to negativity
(agents of
influence)
28
Total
138

9.

KEY RESULTS
Pirelli Powergy
Pirelli Cinturato P7С2
September 2022
September 2022
October 2022
October 2022
Published Feedback Published Feedback
Published Feedback Published Feedback
Reviews
-
-
1
-
-
-
-
-
-
Responses to
user reviews
(on behalf of a
brand
representative)
Integration
into
discussions
about
competitors
(agents of
influence)
-
-
-
-
5
2
Integration
into
discussions
about tires
selection
(agents of
influence)
2
-
-
-
-
-
-
Responding
to negativity
(agents of
influence)
2
2
2
-
6
7
2
Total
4
2
3
-
Reviews
-
-
1
-
Responses to
user reviews (on
behalf of a brand
representative)
-
-
-
-
Integration
into
discussions
about
competitors
(agents of
influence)
3
2
2
Integration
into
discussions
about tires
selection
(agents of
influence)
7
4
Responding
to negativity
(agents of
influence)
-
Total
10

10.

YANDEX MARKET RANKING (SUMMER MODELS)*
Models
November
December
January
February
March
2020
2021
2020
2021
2021
2022
2021
2022
2021
2022
2021
2022
2021 2022 2021 2022 2021 2022 2021 2022 2021 2022 2021 2022
Pirelli Powergy
-
4,8
-
4,8
-
4,8
-
4,8
-
4,8
4,8
4,6
4,8
4,6
4,9
4,6
4,9
4,6
4,9
4,6
4,9
4,6
4,8
4,6
Pirelli Cinturato P7 new
4,6
4,7
4,6
4,7
4,5
4,7
4,5
4,7
4,6
4,7
4,7
4,7
4,7
4,7
4,7
4,7
4,7
4,7
4,7
4,7
4,7
4,7
4,6
4,7
Cinturato P7
4,2
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,3
4,3
4,3
4,3
4,3
4,3
4,3
4,3
4,3
4,3
Pirelli Cinturato P1
Verde
4,5
4,6
4,5
4,6
4,5
4,6
4,5
4,6
4,5
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,7
4,6
4,7
4,6
4,7
Pirelli Cinturato All
Season SF2
April
-
May
-
June
-
July
-
August
-
September
-
October
-
-
Pirelli Cinturato P1
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
P Zero
4
4
4
4
4
4
4
4
4
4
4
4
4
4,1
4
4,1
4
4,1
4
4,1
4
4,1
4
4,1
P Zero SUV
3,9
4,1
3,9
4,1
3,9
4,1
3,9
4,1
3,9
4,1
4
4,1
3,9
4,1
4
4,1
4,1
4,1
4,1
4,1
4,1
4,1
4,1
4,2
P Zero New (Sport)
-
4,2
-
4,2
-
4,2
5
4,2
5
4,3
5
4,3
5
4,3
5
4,3
5
4,3
5
4,3
4,1
4,3
4,1
4,3
P Zero New (Sport)
SUV
-
5
-
5
-
5
-
5
-
5
5
4,7
5
4,8
5
4,8
5
4,8
5
4,8
5
4,8
5
4,8
P Zero New (Luxury
saloon)
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,2
4,5
4,2
4,3
4,2
3,7
4,3
4
4,4
4,1
4,4
4,1
4,4
4,2
4,4
P Zero New (Luxury
saloon) SUV
4,3
3,6
4,3
3,8
4,3
4
4,3
4,1
4,3
3,9
4,4
4
4,3
4,1
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,2
4,3
4,2
Scorpion Verde
3,9
4
3,9
4
3,9
4
3,9
4
4
4
3,9
4
4
4
4
4
4
4
4
4
4
4,1
4
4,1
Scorpion NEW
-
-
-
-
-
-
-
-
Scorpion All Season
SF2
-
-
-
-
-
-
-
-
Formula Energy
4,3
4,3
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
Scorpion Zero All
Season
-
4,8
-
4,8
-
4,8
-
4,8
-
4,8
-
4,8
-
4,8
4,7
4,8
4,7
4,8
4,8
4,8
4,8
4,8
4,8
4,8
*See the CONCLUSIONS AND RECOMMENDATIONS section of the report

11.

YANDEX MARKET RANKING (WINTER MODELS)*
Models
November
December
January
February
March
April
May
June
July
August
September
October
20
20
20
21
20
20
20
21
20
21
20
22
20
21
20
22
20
21
20
22
20
21
20
22
20
21
20
22
20
21
20
22
20
21
20
22
20
21
20
22
20
21
20
22
20
21
20
22
Ice Zero FR
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,6
4,7
4,7
Ice Zero
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
Ice Zero SUV
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,3
4,5
4,4
4,5
Ice Zero 2
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
4,8
Ice Zero 2 Scorpion
4,3
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,4
4,5
4,5
4,5
Winter Cinturato
4,7
4,5
4,7
4,6
4,7
4,6
4,6
4,6
4,6
4,6
4,7
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
4,6
Winter Sottozero 3
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,5
4,4
Scorpion Winter
4,5
4,3
4,5
4,3
4,4
4,3
4,4
4,4
4,4
4,4
4,4
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,3
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,4
4,5
4,4
4,5
4,4
4,5
Scorpion Winter 2
Formula Ice*
*See the CONCLUSIONS AND RECOMMENDATIONS section of the report

12.

MENTIONS AND TONALITY BY MODEL
1200
100%
↑12%
1000
↓11%18%
90%
1011
26%
80%
52%
1%
70%
800
↓1%
↑16%
4% ↑1%
1%
↑1%
694
675
2% ↑17%
↓13%
↓5%
↓1%
28%
29%
938
67%
0%
60%
600
80%
50%
498
471
↓12%
↑14%
↑1% 1%
40%
80%
72%
400
70%
68%
0%
30%
↑12%
↑4%
272243
47%
20%
200
57
76
↓1%
0%
↓17%
33%
0%
↓16%
10%
6
0
6
Scorpion Ice Zero Ice Zero Ice Zero Formula Scorpion Winter
Ice Zero
2
FR
Ice
Winter 2 Sottozero
2
3
October
20%
11 10
0%
Scorpion Ice Zero 2 Ice Zero Ice Zero Formula Scorpion Winter
Ice Zero 2
FR
Ice
Winter 2 Sottozero
3
November
Neutral
The total number of mentions increased in October, so we can observe a decrease in the
negative and positive percentages for almost all tire models. However, there were actually
more positive mentions in October than in September.
Negative
Positive

13.

CATEGORIES OF NEGATIVE AND POSITIVE
Scorpion Ice Zero 2
Ice Zero 2
Ice Zero
Ice Zero FR
Formula Ice
Scorpion Winter 2
Winter Sottozero 3
NOISE
0
4
30
0
6
0
0
RAPID WEAR
0
0
2
0
2
0
0
FREQUENT DAMAGE
0
0
0
0
0
0
0
RIGIDITY
0
0
1
0
1
0
0
EXESSIVE SOFTNESS
0
0
1
0
0
0
0
HIGH PRICE
0
0
0
0
0
0
0
BEAT THE WHEEL
0
0
0
0
0
0
0
POOR PASSAGE OF THE TRACK
0
0
2
0
0
0
0
AQUAPLANING
0
0
0
0
0
0
0
POOR GRIP ON ICE
0
0
0
0
0
0
0
CHANGES OF CHARACTERISTICS
0
0
0
0
0
0
0
LOW PERMEABILITY ON SNOW
0
0
0
0
1
0
0
GENERAL NEGATIVE IMPRESSIONS
1
1
5
3
2
0
0
QUIETNESS
12
40
2
21
4
0
0
GOOD RATIO PRICE TO QUALITY
1
1
20
6
25
0
0
SOFTNESS
4
2
2
11
2
0
0
COUPLING WITH ROAD
2
8
20
6
4
0
0
WEAR RESISTANCE
3
1
24
0
12
0
0
FLOTATION ABILITY
2
5
4
1
2
0
0
GOOD PERMEABILITY ON SNOW
5
9
34
15
9
0
0
PERFORMANCE AT LOW
TEMPERATURE
1
0
3
2
0
0
0
GRIP ON ICE
6
6
27
11
4
0
0
GENERAL POSITIVE
4
95
171
88
80
0
8
NEGATIVE
POSITIVE

14.

KEY TOPICS
NEGATIVE
and non-constructive
5 Rapid wear (8 mentions)
1 Subjective
negative about the brand. (33
mentions)
still pointed out the negative
2 Users
in terms of product
6
Comparison with competitors not in
favor of the brand (62 mentions)
characteristics: noise, excessive
softness, balancing difficulties etc.
(67 mentions)*
of defects, poor quality
7 Suspicion
(9 mentions)
in the quality of tires
3 Decrease
over time (cones and hernias,
quality of the tires produced
8 Poor
in Russia (8 mentions)
breakage or loss of spikes). (34
mentions)
of tire behavior
4 Disadvantages
during driving (sensitivity in the track,
poor permeability on snow or ice,
etc.)(69 mentions)
*About all models
9 High price (5 mentions)
about the restrictions on
10 Negative
the brand's activities in Russia (0
mention)
POSITIVE
write about positive product
1 Users
characteristics: good ratio of
quality and price, quietness,
softness, wear resistance, coupling
with the road, flotation ability, good
grip on icy road, good permeability
on snow-covered surface,
maintaining performance at low
temperature, wear resistance and
general positive reviews about the
brand and products.
(861 mentions)*
mentions on the theme of
2 Positive
comparison with competitors
and it is in favor of the brand
(325 mentions)

15.

SOURCES OF MENTIONS
TYPE
Positive
August
Negative
Sep
Oct
Novem
August
ber
Sep
Oct
Neutral
Novem
August
ber
Sep
Oct
Novem
ner
SOCIAL NETWORKS
184
559
789
598
109
103
113
127
3275
2809
5361
5781
BLOGS
51
126
202
251
34
66
98
116
151
153
365
378
FORUMS
5
5
14
40
5
4
17
12
72
101
169
205
VIDEO
7
5
10
8
1
1
6
6
44
45
43
74
NEWS
0
21
7
3
0
3
0
1
320
33
282
162
FEEDBACKS
27
42
41
26
8
7
7
8
4
10
20
24
MICROBLOGS
0
0
1
1
0
1
0
0
19
24
43
46
MESSENGERS
33
38
70
57
28
36
51
70
411
924
642
1280
OTHER
35
65
50
50
0
0
3
0
0
133
94
409

16.

TONALITY OF MENTIONS
295 Negative mentions in October
183* Responses to negative mentions in October
6,6%
3,5%
7,3%
Negative, which is not included in the processing:
• Negative, repeating in one thread;
• Negative reviews on the website market.yandex.ru , to which
responses were previously posted on behalf of a brand representative;
• Negative processing requires an additional pool of agents of influence
(bmwclub.ru, farit.ru, forum.onliner.by, my300c.ru);
• Negative mentions in private pages on Instagram, vk, facebook.com,
telegram, tiktok.com;
• negative in discussions concerning the economic or political situation,
the withdrawal of competing brands from Russia;
• Deleted negative posts;
• Not suitable subjects for processing (sport, moto);
• Irrelevant discussions where tire mentions are isolated, to which
additional attention should not be drawn.
* see slides 5-6 for details
93,2%
82,6%
Negative
Neutral
Positive posted by users
Positive posted by agency

17.

IMPACT: TONALITY OF MENTIONS
7,8%
3,5%
3,7%
13,9%
5,2%**
1,6%
93,2%
82,6%
88,5%
Negative
Neutral
Positive
Negative
Neutral
All Positive
This slide shows the effect of the agency's work on creating positive brand image on the Internet. The left diagram shows
only organic references, excluding those published by the agency. Thanks to our work on generating positive and reducing
negativity, the final figures are as in the right diagram.

18.

SOURCES OF MENTIONS
Types of sources
2%
~75%
(out of 8.498 — all relevant
reviews detected) Mentions are
in social networks
(vk.com, facebook.com,
instagram.com, ok.ru,
twitter.com)
3%
3%
Social networks
Blogs
News
Messengers
Forums
Other
9%
8%
75%
Sources
~39%
(out of 295 — all negative
reviews detected) Negative
mentions are in social networks
2%
3%
3%
Vk.com
39%
17%
drive2.ru
Telegram.org
market.yandex.ru
34%
youtube.com
Other

19.

TOP-10 PLATFORMS AND TOV
Positive
Negative
750
600
Neutral
150
596
120
4050
126
113
3823
3600
3150
2700
450
90
2250
70
300
1800
60
247
1689
1493
1350
150
900
30
57
31 15 12
57
0
vk.com
telegram.org
drom.ru
youtube.com
best-tyres.ru
6 4 4 3 2
1
8 6 5
drive2.ru
market.yandex.ru
yaplakal.com
vsekolesa.ru
other
11
0
371
350349
450
99 74 65 46
0
vk.com
drive2.ru
telegram.org
youtube.com
drom.ru
market.yandex.ru
vk.com
ok.ru
youtube.com
other
telegram.org
drive2.ru
bmwclub.ru
instagram.com
facebook.com
twitter.com

20.

PORTRAITS OF AUTHORS
Age
Gender
Up tp 18 years
18-24 years
14%
25-34 years
Male
Female
35-44 years
45-54 years
86%
55 and older
0%
10%
20%
Data is available for 35% of the topic's authors
30%
40%
50%
Data is available for 67% of the topic's authors

21.

GEOGRAPHY OF MENTIONS
The geography of mentions covers the entire territory of Russia
Cities
Moscow
Saint-Peterburg
10%
Sochi
Samara
7%
5%
2%
2%
75%
Ekaterinburg
Other

22.

INVOLVEMENT INDEX
46 808 – Index of involvement in October
825
720
750
675
600
5 567
525
849
428
450
375
301
300
196
225
150
75
36 651
Likes
Reposts
Comments
0
0
Mentions related to posts on Pirelli's community
Neutral
Positive
Negative
Comments/mentions removed
*This indicator takes into account the deleted comments in the group. The analytics system collects comments
that were deleted by users and moderators.

23.

STATISTICS OF MENTIONS FOR FORMULA 1
In October we got 2 192 mentions of Pirelli brand connected to Formula 1
С1 WHITE
С2 WHITE
April
0
0
0
1
3
May
0
0
0
3
6
June
0
0
1
3
0
July
1
2
1
2
12
August
0
0
0
0
1
September
0
0
0
17
9
October
0
1
1
0
13
Month
С4 RED
C3 YELLOW
Negative mentions
С5 RED
Positive mentions
Neutral mentions
TYPE
Apr
May
Jun
Jul
Aug
Sep
Oct
Apr May Jun
Jul
Aug
Sep
Oct
Jun
Jul
Aug
Sep
Oct
С1 WHITE
Apr Ma
y
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
С2 WHITE
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
2
0
0
1
C3 YELLOW
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
0
0
1
С4 RED
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
3
3
2
0
17
0
С5 RED
0
0
0
0
0
0
0
0
0
0
0
0
0
0
3
6
0
12
1
9
13

24.

CONCLUSIONS AND RECOMMENDATIONS
In October, user activity in discussions related to the choice of tires increased compared to the previous month, but
1 at the same time, compared to October 2021, the overall and negative user activity was lower. Perhaps this is due
to the general economic situation in the tire market, when many users buy tires, focusing on the financial side of the
issue, without discussing the characteristics and comparing various options for a potential purchase. In October, a
total of 295 negative mentions of the brand's tires were revealed, 183 responses to negative reviews about the
brand were published. The activity of publishing positive reviews and recommendations about the brand's products
from agents of influence was increased due to compensation for the volume of work reduced in September.
before, special attention of influence agents is paid to the main platform for brand promotion - Yandex Market.
2 As
Reviews aimed at forming and maintaining a high rating of tire models of various brands are published here. The
decrease in the rating of some tire models between the data for 2021 and 2022 is due to the activity of real users
and the lack of seasonal activity of influence agents in some positions (for example, reviews of summer tires for
winter and winter tires for summer have not been published before). In October, 14 reviews were published on the
Yandex Market website. According to the results of work on this site, in October there was an increase in the rating
of the following tire models: P Zero SUV and Ice Zero FR. Next month, the activity of publications on this site will be
increased.
3
In October, the following features of discussions about various tires and about Pirelli tires can be noted:
- No acute negative situations were identified;
- The vast majority of tire-related discussions already concern the choice of winter tires. Traditionally, for this topic,
the amount of negativity regarding the first-generation Ice Zero tires has increased, to which complaints about
high noise levels are often made. At the same time, it should be noted that other negative characteristics of this
tire model are rarely mentioned;
- Also, traditionally, a large number of negatives are associated with the budget line of Formula tires. However,
even in this case, negative mentions can be characterized as a conditional negative, because users often
compare low-cost Formula tires with expensive (premium) models of competitors. In its price niche, this product
line has a positive image in most cases.

25.

KEY MODELS OF PIRELLI TIRES
Ice Zero & Ice Zero Fr.
In October, the number of mentions of the Ice Zero (first generation) and Ice Zero Fr models increased almost 1.5 times
and amounted to (in total) 291 publications from agents of influence (see slide 8). This is due to the previously noted
increase in user interest in choosing winter tires. The main problem noted in negative user reviews is the high noise level
of studded tires of the first generation. As for the friction model, it is less relevant in Russian conditions compared to
studded versions of winter tires, so its discussions are less active. Agents of influence when working with tires of these
models focus on the strengths of these tires, including price attractiveness. Also, as an alternative, in some cases,
agents of influence attract attention to the new generation of the studded Ice Zero 2 model.
Ice Zero 2 & Scorpion Ice Zero 2.
In October, the number of mentions of the Ice Zero 2 model by agents of influence increased not so significantly
compared to the previous period and amounted to 113 reviews and comments (see slide 7). In most cases, this tire
model enjoys a good reputation among real users, which is supported by agents of influence. However, the first
generation of Ice Zero tires retains its advantages and greater user interest due to a wider range of sizes and greater
affordability compared to the second generation. Currently, it is the availability of tire prices that is becoming the most
popular characteristic when choosing tires due to a significant increase in prices compared to last year.
FORMULA ICE & FORMULA Energy.
This line of tires has a good value for money. But the number of negative opinions of users is also large. Negative
reviews are usually associated with overestimated user expectations of tire performance. Negative user reviews of
this tire model are regularly compensated by the opinions of influential people who point to the strengths of the
product. In October, the activity of publishing comments and reviews about this tire line increased almost 1.5 times
compared to the previous month and amounted to 133 publications (see slide 7). As a rule, agents of influence
emphasize the competitive advantages of this line of tires in terms of price and performance. The most active
competitors of the Formula line in this price range are Viatti, Cordiant tires, as well as various brands of Chinesemade tires.

26.

Pirelli Cinturato P7С2.
In October, 7 comments and reviews about this tire model were published (see slide 9). The number of negative
reviews about these tires is minimal. The general decline in interest in this line is seasonal. In general, the image of this
line of branded tires is positive. Agents of influence regularly note that this product line is being updated and improved.
Pirelli Powergy.
In October, 3 publications about this tire model were created on behalf of the agents of influence (see slide 9).
The negative attitude towards these tires is only situational. In general, the image of these tires is positive, and the
interest of users in buying is quite active, but currently the decline in attention to these tires is seasonal. This tire model
appeared on the market more than a year ago. This allowed us to form and maintain a high rating on Yandex Market
and on the websites of online tire stores.
New models of 2022: Cinturato All SeasonS F2 and the updated Scorpion line.
In October, there was no activity regarding new products in the 2022 line, as the active interest of users at the moment
shifted towards winter tires.

27.

ANALYSIS OF PIRELLI’S MAIN
COMPETITORS

28.

TOTAL COVERAGE
Share of voice (all mentions)
Share of voice (relevant mentions)
9000
Bridgestone;
20%
8250
7500
Continental;
12%
6750
Michelin;
17%
6000
5250
4500
3750
Pirelli;
18%
3000
2250
1500
750
0
February
Nokian
March
Pirelli
April
Bridgestone
September
Michelin
October
Nokian;
33%
Continental
Pirelli leads in the number of relevant mentions, Nokian takes first place in terms of all mentions (33%).

29.

CATEGORIES OF NEGATIVE
60%
50%
40%
30%
20%
10%
0%
Noise
Rapid wear
Frequent damage
Pirelli
Rigidity
Nokian
Excessive softness
Michelin
Beat the wheel
Poor passage of
the track
Bridgestone
Continental
Aquaplaning
October statistics show that the most negative Pirelli's hottest topics are rapid wear and noise.
Changes of
characteristics
General negative
impressions

30.

TOV IN COMPARISON FOR 5 MONTHS
Positive mentions
Negative mentions
Neutral mentions
Feb
Mar
Apr
Sep
Oct
Feb
Mar
Apr
Sep
Oct
Feb
Mar
Apr
Sep
Oct
Pirelli
4,9%
4,95%
5,7%
4,2%
3,5%
16,8%
14%
11,8%
16,2%
13,9%
78,3%
81,1%
82,5%
79,6%
82,6%
Michelin
3,6%
1,4%
2,7%
4.3%
3,9%
10,8%
3,8%
5,1%
14,4%
10,2%
85,6%
94,8%
92,2%
81,3%
85,9%
Bridgestone
4%
1%
3,9%
2,3%
2,0%
11,4%
1,8%
5,8%
8%
5,3%
84,6%
97,2%
90,3%
89,6%
92,8%
Continental
3,4%
0,8%
1,9%
1,6%
0,8%
7%
1,4%
2,6%
4,0%
2,6%
89,7%
97,8%
95,5%
94,4%
96,6%
Nokian
8,1%
7,5%
10,8%
9,2%
7,1%
9,9%
7,7%
12,1%
22,1%
12,9%
82%
84,8%
77,1%
68,7%
80,0%
BRAND

31.

TOV
Negative
Neutral
8%
Positive
7,1%
19%
120%
100%
96,6%
85,9%
6%
92,8%
14%
80,0% 82,6%
80%
5%
13,9%
12,9%
3,9%
10,2%
3,5%
10%
60%
3%
2,0%
40%
2%
20%
5,3%
5%
0,8%
0%
0%
Continental
Michelin
Nokian
Pirelli
Bridgestone
Pirelli is in first place in terms of positive (13,9% to 12,9% for Nokian).
Nokian ranks first for negative reviews (7,1%).
0%
2,6%

32.

CATEGORIES OF POSITIVE
70%
60%
50%
40%
30%
20%
10%
0%
Quietness
Price to quality
Softness
Pirelli
Nokian
Coupling with road
Michelin
Bridgestone
Wear resistance
Flotation ability
Continental
Pirelli ranks third in the number of positive reviews. Ahead of Bridgestone and Nokian.
General positive

33.

CATEGORIES OF NEGAIVE AND POSITIVE
NEGATIVE
Pirelli
Michelin
Bridgestone
Continental
Nokian
03
04
09
10
03
04
09
10
03
04
09
10
03
04
09
10
03
04
09
10
NOISE
38
04
74
26
4
12
11
11
17
60
11
26
4
13
9
5
34
34
50
108
RAPID WEAR
16
04
17
6
19
27
24
33
9
7
4
6
8
14
7
8
79
97
39
55
FREQUENT
DAMAGE
0
04
7
3
11
11
10
9
2
0
3
3
5
8
3
2
37
44
20
30
RIGIDITY
22
04
7
11
1
6
1
2
14
52
0
11
2
8
0
2
4
5
4
7
EXESSIVE SOFTNESS
6
04
0
1
3
8
5
3
0
1
0
1
2
4
0
0
26
15
10
4
HIGH PRICE
3
04
0
7
5
16
7
9
1
98
5
7
3
14
1
1
3
5
8
10
BEAT THE WHEEL
0
04
0
0
1
2
2
1
0
0
0
0
0
0
0
0
2
0
1
1
POOR PASSAGE OF
THE TRACK
15
04
19
11
2
7
3
8
7
4
8
11
3
12
4
3
14
11
10
20
AQUAPLANING
15
04
9
5
1
2
2
0
0
3
1
5
0
1
1
1
0
2
4
4
POSITIVE
Pirelli
Michelin
Bridgestone
Continental
Nokian
03
04
09
10
03
04
09
10
03
04
09
10
03
04
09
10
03
04
09
10
QUIETNESS
65
140
74
80
32
35
37
52
10
13
13
26
9
17
6
16
29
51
22
37
GOOD RATIO
PRICE TO
QUALITY
78
62
59
84
3
2
0
3
1
5
2
3
1
2
0
0
10
9
3
18
SOFTNESS
52
80
31
46
17
20
15
12
6
7
3
9
5
13
3
11
15
36
14
23
COUPLING
WITH ROAD
50
118
87
84
16
18
32
30
21
33
22
26
7
14
11
16
18
27
59
58
WEAR
RESISTANCE
72
137
99
119
12
15
23
26
16
48
20
37
3
8
9
12
23
46
67
61
FLOTATION
ABILITY
45
97
3
24
7
9
0
4
7
12
5
2
0
8
3
4
6
14
8
3
PIRELLI PROPERTY - STRICTLY CONFIDENTIAL

34.

SOURCES OF COVERAGE, COMPARISON
This slide shows in comparison what are the preferences of the brands’ owners in choosing the media
platform to communicate in.
Continental
Bridgestone
2440
Pirelli
161 135
4979
Michelin
1595
Nokian
2514
vk.com
41 40 75
7 226
2958
ok.ru
facebook.com
748
85 67
76 335
1083
39 29 151 24
55 20 48
97
instagram.com
twitter.com
433
828
drive2.ru
44
419
810
654
857
436
864
telegram.org
The most popular resource for discussions is VK. Next in terms of the number of messages are social
networks such as Telegram, Instagram and the site of motorists Drive2.ru

35.

MICHELIN: TONALITY & SOURCES
Monitoring system has found 18.198 mentions about Michelin:
3.129 Relevant mentions;
895 Mentions connected to Formula 1;
14.036 Mentions about buying and selling;
103 Mentions connected to restaurants;
35 Mentions about motorsports
3,9%
The most references were on
October 24th, when the news came
out that the prices of studded tires in
Russia had increased by up to 43%,
including X-Ice North 4.
10,2%
14%
12%
14%
60%
85,9%
Negative
Neutral
Positive
Blogs
Social Networks
Other
Messengers chats

36.

MICHELIN: MAIN PRODUCT LINE
100%
11%
200
90%
27%
28%
181
180
36%
80%
160
70%
0%
11%
19%
0%
6%
3%
140
7%
60%
23%
120
50%
100
89%
40%
80
75%
70%
30%
60
89%
57%
50%
20%
40
23
22
20
19
16
9
0
10%
0%
X-Ice
Snow
X-Ice
North 4
X-Ice Pilot Alpin X-Ice
North 2
5
North 4
SUV
Alpin 6
X-Ice
Snow
Total amount of mentions
PIRELLI PROPERTY - STRICTLY CONFIDENTIAL
X-Ice
North 4
X-Ice Pilot Alpin X-Ice
North 2
5
North 4
SUV
Neutral
Negative
Positive
Alpin 6

37.

MICHELIN: CATEGORIES OF NEGATIVE AND POSITIVE
NEGATIVE
X-Ice Snow
X-Ice North 4
X-Ice North 2
Pilot Alpin 5
X-Ice North 4 SUV
Alpin 6
NOISE
0
3
1
0
0
0
RAPID WEAR
0
4
2
0
0
0
FREQUENT DAMAGE
0
0
0
0
0
0
RIGIDITY
0
0
0
0
0
0
EXESSIVE SOFTNESS
0
0
0
0
0
0
HIGH PRICE
0
1
0
0
0
0
BEAT THE WHEEL
0
0
0
0
0
0
POOR PASSAGE OF THE TRACK
1
1
0
0
0
0
AQUAPLANING
0
0
0
0
0
0
POOR GRIP ON ICE
0
0
0
0
0
0
CHANGES OF CHARACTERISTICS
0
0
0
0
0
0
LOW PERMEABILITY ON SNOW
0
1
1
0
0
0
GENERAL NEGATIVE IMPRESSIONS
0
1
2
0
1
0
QUIETNESS
1
13
0
1
0
1
GOOD RATIO PRICE TO QUALITY
0
0
0
0
0
0
SOFTNESS
1
4
0
1
0
0
COUPLING WITH ROAD
0
7
0
1
0
0
WEAR RESISTANCE
1
8
0
0
0
0
FLOTATION ABILITY
0
1
0
0
0
0
GOOD PERMEABILITY ON SNOW
1
4
0
0
0
0
PERFORMANCE AT LOW TEMPERATURE
0
0
0
0
0
0
GRIP ON ICE
1
6
1
0
0
0
GENERAL POSITIVE
8
36
5
1
3
0
POSITIVE

38.

BRIDGESTONE: TONALITY & SOURCES
Monitoring system has found 22.135 mentions about Bridgestone:
5.276 Relevant mentions;
486 Mentions connected to Formula 1;
16.322 Mentions about buying and selling;
51 Mentions about football;
0 Mentions about moto/bicycles
7%
2,0%
8%
5,3%
Most mentions were on October 21,
when they summed up the results of
the contest in the drawing of winter
tires, among which the most frequent
users mentioned tires Bridgestone.
19%
66%
92,8%
Negative
Neutral
Positive
Messengers
Social Networks
Other
Microblogs

39.

BRIDGESTONE: MAIN PRODUCT LINE
0%
100%
80
71
14%
90%
70
5%
13%
10%
0%
0%
80%
60
59
54
70%
50
60%
40
50%
31
100%
87%
81%
40%
90%
30
30%
20
20%
10
10%
0
0%
Spike 02
Blizzak Ice
Blizzak LM
Spike 02 SUV
Spike 02
Blizzak Ice
Neutral
Total amount of mentions
PIRELLI PROPERTY - STRICTLY CONFIDENTIAL
Negative
Blizzak LM
Positive
Spike 02 SUV

40.

BRIDGESTONE: CATEGORIES OF NEGATIVE AND POSITIVE
NEGATIVE
Spike 02
Blizzak Ice
Blizzak LM
Spike 02 SUV
NOISE
1
0
0
0
RAPID WEAR
1
0
0
0
FREQUENT DAMAGE
0
0
0
0
RIGIDITY
1
0
0
0
EXESSIVE SOFTNESS
0
0
0
0
HIGH PRICE
0
0
0
0
BEAT THE WHEEL
0
0
0
0
POOR PASSAGE OF THE TRACK
1
0
0
0
AQUAPLANING
0
0
1
0
POOR GRIP ON ICE
1
0
0
0
CHANGES OF CHARACTERISTICS
0
0
0
0
LOW PERMEABILITY ON SNOW
0
0
1
0
GENERAL NEGATIVE IMPRESSIONS
0
0
0
0
QUIETNESS
2
1
0
0
GOOD RATIO PRICE TO QUALITY
1
1
0
0
SOFTNESS
0
1
0
0
COUPLING WITH ROAD
2
1
0
0
WEAR RESISTANCE
1
1
0
0
FLOTATION ABILITY
0
0
0
0
GOOD PERMEABILITY ON SNOW
1
0
0
0
PERFORMANCE AT LOW TEMPERATURE
0
0
0
0
GRIP ON ICE
0
0
0
0
GENERAL POSITIVE
3
4
3
0
POSITIVE

41.

CONTINENTAL: TONALITY & SOURCES
Monitoring system has found 13.409 mentions about Continental:
4.192 Relevant mentions;
4.335 Mentions about buying and selling;
4.192 Mentions about motorsports;
690 Mentions about cars
2,6%
8%
The largest number of mentions
is observed on October 26, when
Parisian outdoor brand Urban
Circuis and Continental have
developed a reflective jacket.
0,8%
6%
12%
74%
96,6%
Negative
Neutral
Positive
Blogs
Social Networks
Other
Messengers channels

42.

CONTINENTAL: MAIN PRODUCT LINE
100%
180
167
7%
2%
10%
90%
160
29%
80%
140
120
70%
118
60%
100
50%
40%
71%
48
30%
10%
0%
Winter Contact TS860
Ice Contact 2
Ice Contact 3
Viking Contact 7
0
0%
Neutral
Total amount of mentions
PIRELLI PROPERTY - STRICTLY CONFIDENTIAL
Negative
Positive
Winter Contact TS860
20
Ice Contact 2
20%
Ice Contact 3
40
Viking Contact 7
60
0
92%
90%
80

43.

CONTINENTAL: CATEGORIES OF NEGATIVE AND POSITIVE
NEGATIVE
Viking Contact 7
Ice Contact 3
Ice Contact 2
Winter Contact TS860
NOISE
0
0
0
0
RAPID WEAR
0
1
0
0
FREQUENT DAMAGE
0
0
0
0
RIGIDITY
0
0
0
0
EXESSIVE SOFTNESS
0
0
0
0
HIGH PRICE
0
0
0
0
BEAT THE WHEEL
0
0
0
0
POOR PASSAGE OF THE TRACK
0
0
0
0
AQUAPLANING
0
0
0
0
POOR GRIP ON ICE
0
0
0
0
CHANGES OF CHARACTERISTICS
0
0
0
0
LOW PERMEABILITY ON SNOW
0
0
0
0
GENERAL NEGATIVE IMPRESSIONS
0
2
0
0
QUIETNESS
2
3
2
0
GOOD RATIO PRICE TO QUALITY
0
0
0
0
SOFTNESS
1
0
2
0
COUPLING WITH ROAD
1
4
3
0
WEAR RESISTANCE
0
3
5
0
FLOTATION ABILITY
0
1
0
0
GOOD PERMEABILITY ON SNOW
0
0
0
0
PERFORMANCE AT LOW TEMPERATURE
0
0
0
0
GRIP ON ICE
0
0
0
0
GENERAL POSITIVE
10
5
6
0
POSITIVE

44.

NOKIAN: TONALITY & SOURCES
Monitoring system has found 36.634 mentions about Nokian:
4.968 Relevant mentions;
27.062 Mentions connected to Formula 1;
4.604 Mentions about buying and selling.
12,9%
The most references were on
October 24th, when the news came
out that the prices of studded tires in
Russia had increased by up to 43%,
including Nokian Hakkapeliitta and
Nordman tires.
7,1%
16%
18%
12%
54%
80,0%
Negative
Neutral
Positive
Messengers chats
Social Networks
Other
Blogs

45.

0
149
40%
100
30%
57
0
0%
79%
Neutral
12%
50%
84%
6
Negative
Positive
Hakkapeliitta TR5
60%
17%
Hakkapeliitta TR3
80%
34%
Hakkapeliitta 10P
70%
23%
Hakkapeliitta 10
240
Hakkapeliitta R3
90%
Hakkapeliitta 9
17
Hakkapeliitta TR5
300
Hakkapeliitta 10P SUV
Total amount of mentions
Hakkapeliitta TR3
Hakkapeliitta 10P SUV
61
Hakkapeliitta 10P
150
Hakkapeliitta 10
Hakkapeliitta R3
250
Hakkapeliitta 9
NOKIAN: MAIN PRODUCT LINE
100%
17%
4%
3%
200
12%
10%
100%
83%
65%
56%
50
20%
10%
0%

46.

NOKIAN: CATEGORIES OF NEGATIVE AND POSITIVE
Hakkapeliitta 9
Hakkapeliitta R3
Hakkapeliitta 10
Hakkapeliitta 10P
Hakkapeliitta 10P
SUV
Hakkapeliitta TR3
Hakkapeliitta TR5
NOISE
15
1
2
1
0
0
0
RAPID WEAR
4
0
1
0
0
0
0
FREQUENT DAMAGE
1
0
0
0
0
0
0
RIGIDITY
0
0
0
0
0
0
0
EXESSIVE SOFTNESS
0
0
0
0
0
0
0
HIGH PRICE
1
0
0
0
0
0
1
BEAT THE WHEEL
0
0
0
0
0
0
0
POOR PASSAGE OF THE TRACK
2
1
0
0
0
0
0
AQUAPLANING
1
0
1
0
0
0
0
POOR GRIP ON ICE
0
0
0
1
0
0
0
CHANGES OF CHARACTERISTICS
0
1
0
0
0
0
0
LOW PERMEABILITY ON SNOW
0
0
0
0
0
0
0
GENERAL NEGATIVE IMPRESSIONS
4
2
0
0
0
0
0
QUIETNESS
1
1
0
2
0
0
0
GOOD RATIO PRICE TO QUALITY
1
0
0
0
0
0
0
SOFTNESS
2
1
1
0
0
0
0
COUPLING WITH ROAD
7
1
3
0
0
0
0
WEAR RESISTANCE
8
0
2
0
0
0
0
FLOTATION ABILITY
0
0
0
0
0
0
0
GOOD PERMEABILITY ON SNOW
4
0
1
0
0
0
0
PERFORMANCE AT LOW
TEMPERATURE
0
0
0
0
0
0
0
GRIP ON ICE
3
0
0
0
0
0
0
GENERAL POSITIVE
33
18
20
5
0
0
0
NEGATIVE
POSITIVE

47.

APPENDIX: EXAMPLES OF
REVIEWS

48.

NEGATIVE

49.

NEGATIVE: Pirelli Ice Zero

50.

NEGATIVE: Pirelli Ice Zero 2

51.

NEGATIVE: Formula Ice

52.

POSITIVE

53.

POSITIVE: Pirelli Ice Zero

54.

POSITIVE: Pirelli Ice Zero 2

55.

POSITIVE: FORMULA Ice

56.

THANK YOU!