Last week, we had seen the seasonal nature of the Tractors category in Print. We had also seen that in spite of the good monsoons, there was no significant growth in advertising on this category. This week let's look at the Top Advertisers and Brands in Year 2003. The graph below shows the top advertisers on Print in this category for 2003.

International Tractors (Sonalika Tractors) was the top Tractor advertiser on Print in 2003 accounting for one-fifth of the money spent on this category (21%). Punjab Tractors Ltd (Swaraj Tractors) comes second contributing to 18% of the Print spends. Escorts Tractors Ltd, Mahindra & Mahindra and TAFE rank 3rd, 4th and 5th respectively.

Let's compare this with the graph for the top tractor advertisers in 2002.

The graph shows that Escorts Tractors was the top advertiser in 2002 with an 18% share. It has dropped to the third place in 2003, its share too dropping by 4% to stand at 14%. International Tractors with a 17% share was at the second place. It replaces Escorts to be the top advertiser in 2003, its share rising to 21%. Punjab Tractors is another advertiser which climbs up the ladder ranking 2nd in 2003 as compared to being 5th in 2002. Eicher too, jumps from being 10th in 2002 to the sixth spot in 2003. HMT Tractors which ranked 9th in 2002 is not in the Top 10 list for 2003. One can therefore conclude that there have been major changes in the positions in 2003 as compared to the previous year.

So, which were the Top Brands in this category in 2003.

Sonalika International Tractors was by far the top Brand in terms of percentage share of advertising spends accounting for nearly 19% of the spends in this category. TAFE tractors are ranked at a distant second with a 7% share. Punjab Tractors has as many as three brands in the Top 10 at the 5th, 7th and 10th positions all collectively helping in it being the Second in the Top advertisers list. Escorts Tractors has two brands; Escort Tractors and Farmtrac 35 Champion at the 3rd and 9th places respectively.

We shall come out with similar analyses in the coming weeks. Keep Watching!

(Analysis from AdEx India- A Division of TAM Media Research)