Hair care advertising in
print jumps 33 pc during 2009: AdEx Analysis
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Subject: Overview of
‘Hair Care’ sector advertising in Print during
2009
(Note: The entire analysis is based on Col*Cms)
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| Highlights:
•'Hair Care' sector has seen growth
of 33% in its Print ad volumes during 2009 compared
to same period in 2008.
• 'Hair Oils' was the
top category under 'Hair Care' sector in Print
during 2009.
• 'HUL' led advertising
of 'Hair Care' sector in Print during 2009.
• Maximum advertising for
'Dove Hair Fall Therapy System' of all the new
'Hair Care' brands advertised in Print during
2009.
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Volume
Growth of 'Hair Care' sector in Print |
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• Print ad volumes of 'Hair Care' sector grew by 33%
during 2009 compared to same period of 2008. |
Share
of 'Hair Care' categories in Print during 2009 |
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• 'Hair Oils' category with 28% advertising share leads
among all the categories of ‘Hair Care’ sector
in Print, followed by 'Shampoos' and 'Hair Dyes' with 22%
and 20% share respectively during 2009. |
| Top
Advertisers of 'Hair Care' sector in Print |
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• ‘Hindustan Unilever Ltd’, 'Ban Labs Ltd'
and 'Ratan Ayurvedic Sansthan' were the top 3 advertiser of
'Hair Care' sector in Print during 2009.
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| New
brands of 'Hair Care' sector advertised in Print |
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• Top 3 new 'Hair Care' brands advertised in Print were
'Dove Hair Fall Therapy System', 'Vivel Ultra Pro Anti-Dandruff
Shampoo' and 'Kesh King Oil'.
• 4 brands of 'HUL' and 2 of 'L'Oreal India Pvt Ltd'
made it to the top 10 list of new 'Hair Care' brands advertised
in Print during 2009.
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Advertising
Share of 'Hair Care' sector in Newspapers and Magazines |
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• Advertising of ‘Hair Care' brands in Newspapers
and Magazines was in the ratio of 84:16.
• 'Hair Care' advertising was maximum in Women's'
magazine genre i.e. 63% share followed by ‘General
Interest' and 'Entertainment (Movie/TV)' with 17% and 8%
share respectively.
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Share
of 'Hair Care' brands in ‘Metro/Non Metro/Mini Metro’
Newspapers |
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• During 2009,
61% of 'Hair Care' advertising was on Non Metro Newspapers followed
by 'Metro' and 'Mini Metro' Newspapers with 22% and 17% share
respectively.
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Share
of Sales Promotional ad campaigns used for advertising of
'Hair Care' brands |
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| • 'Add on Promotion'
with 41% share was the most preferred Sales Promotional ad campaign
used for advertising of 'Hair Care' brands in Print followed
by 'Volume Promotion' and 'Contest Promotion' with 29% and 10%
share respectively during 2009. |
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| The
second part of 10 –year round-up of Print Media advertising
will include brief on Performance of Brands in Print, New Brands
of 2008… |
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