Summer Cool de-grow in print by 19 pc during Jan-Apr ’09: AdEX Analysis
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Subject: Snapshot of advertising by Summer Cool categories in Print during Jan-Apr ‘09
(Note: The entire analysis is based on Volumes in Col*Cms)
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Highlights:
• Summer Cool categories saw a de growth of 19% in Print during Jan-Apr '09 compared to same period in Jan-Apr '08.
• High share of advertising under 'Air Conditioners' categories in Print during Jan-Apr '09.
• ‘LG Electronics India Ltd’ topped the list of advertiser of Summer Cool categories in Print during Jan-Apr ’09.
• ‘Hitachi Ace Follow Me’ was the most advertised new brand under Summer Cool categories in Print during Jan-Apr ’09.
• Max. advertising of Summer Cool brands in Non Metro Newspapers.
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| The categories taken into consideration for the analysis are as follows: |
Sr. No |
Categories |
Sr. No |
Categories |
1 |
Aerated Soft Drinks |
9 |
Non Aerated Soft Drinks |
2 |
Air Conditioners |
10 |
Prickly Heat Powders/lotions |
3 |
Air Coolers |
11 |
Range of Soft Drinks |
4 |
Fans |
12 |
Refrigerators |
5 |
Hair Oils (Cooling) |
13 |
Squashes/Cordials/Syrups |
6 |
Ice Cream/Frozen Desserts |
14 |
Sunglasses |
7 |
Milk Beverages |
15 |
Talcum Powders |
8 |
Mineral Water |
16 |
Toilet Soaps (Cooling) |
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Volume Growth of Summer Cool categories in Print
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| •During Jan-Apr ’09, Print ad volumes of Summer Cool categories saw a decline of 19% compared to same period in 2008. |
Categorization of Summer Cool brands in Print during Jan-Apr ‘09
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| •‘Air Conditioners’, ‘Refrigerators’ and ‘Air Coolers’ the Top 3 categories accounted for 61% share of overall advertising share of Summer Cool brands in Print during Jan-Apr ’09. |
| Growing Summer Cool categories in Print during Jan-Apr ‘09 over Jan-Apr '08 |
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•‘Talcum Powders’ has recorded maximum growth in its Print ad volumes followed by ‘Prickly Heat Powders/Lotions’ and ‘Non Aerated Soft Drink’ category respectively during Jan-Apr ‘09 compared to Jan-Apr ‘08.
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| Top Advertisers of Summer Cool brands in Print during Jan -Apr'09 |
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•‘Top 3 Advertisers of Summer Cool brands advertised in Print were ‘LG Electronics India Ltd’, ‘Videocon Industries Ltd’ and ‘Usha International Ltd’ during Jan-Apr ’09.
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| New Summer Cool brands advertised in Print during Jan-Apr ‘09 |
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• ‘Hitachi Ace Follow Me’, ‘Panasonic Econ Series’ and ‘Samsung Bio Sleeplus’ were the Top 3 new Summer Cool brands advertised in Print during Jan-Apr ‘09..
• 2 brands each of ‘Videocon Industries Ltd’ and ‘Usha International Ltd’ were among the Top 10 list of new brands of Summer Cool categories advertised in Print during Jan-Apr ’09. |
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Advertising of Summer Cool brands in Newspapers and Magazines was in the ratio of 97:3 during Jan-Apr ’09.
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| Advertising of Summer Cool brands in Non Metro/Mini Metro and Metro Newspapers during Jan-Apr ‘09 |
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• Non Metro Newspapers had the highest share (59%) of the overall advertising share of Summer Cool brands in Newspapers followed by Metro and Mini Metro Newspapers with 28% and 13% share respectively during Jan-May ’09. |
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| Usage of Sales Promotion for advertising of Summer Cool brands in Print |
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•‘Add on Promotion’ was most preferred Sales Promotion for advertising of Summer Cool brands in Print followed by ‘Contest Promotion’ and ‘Multiple Promotion’ respectively during Jan-Apr ’09. |
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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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