Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Advertising
trends of Two-wheelers in Print during Jan-Aug 2007 |
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Highlights:
• Print ad volumes of Two-wheelers declined
by 36% during Jan-Aug '07 over Jan-Aug '06
• 80% of the advertising share was taken by the ‘Motorcycle’
category.
• Bajaj Auto took the lead in Print
advertising during Jan-Aug '07
• TVS Star Spot was
the highlight among new launches in Print.
• Two-wheeler advertisers preferred advertising in Non-Metro
Newspapers.
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(Note:
The entire analysis is based on Col. Cm volumes)
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Volume
Growth of Two-wheelers in Print
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• Interestingly,
though the advertising share of Two-wheelers declined, the
number of players rose by 96% during Jan-Aug '07 compared
to Jan-Aug '06.
• Two-wheelers advertised in Newspapers and Magazines
in the ratio of 99:1.
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Segments
of Two-wheelers in Print during Jan-Aug ‘07
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• Bajaj
Auto led advertising of 'Motorcycle' and 'Range
of Two-wheelers' followed by Hero
Honda Motors.
• TVS Motor Company
and Kinetic Engineering
drove the advertising for the 'Scooterette' category.
• Among all Two-wheeler category advertising, only ‘E-Bicycle’
and ‘E-Bike’ saw a advertising growth of 5 and 3
times respectively during Jan-Aug '07 compared to Jan-Aug'06.
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The Top 5 Two-wheeler players in Print
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Top 5 players accounted for 86% share of total advertising
during Jan-Aug ‘07.
• Baja
Auto led the advertising with 27% share, advertising
maximum for its brand Bajaj
Platina.
• Hero
Honda Motors took 2nd place and focused its
advertising on ‘Hero Honda
Motorcycles’.
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| New
Two-wheeler brands advertised in Print during Jan-Aug ‘07
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• On the whole there
were 87 new models in the Two-wheeler category seen in Print.
• Maximum new entries in Print
were under ‘Motorcycle’ and ‘E-Bike’
category.
• Top 10 new brands launched
had 2 brands each of TVS Motor Company, Baja Auto and Yamaha
Motor India.
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Share
in Metro vs Non-Metro City Newspapers
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Among the Non-Metro cities, Jalandhar had maximum advertising
share whereas Mumbai ruled among Metro publications.
• Bajaj Platina
was mostly seen in Non-Metro Newspapers whereas Hero
Honda Motorcycles preferred advertising in Metro
Newspapers.
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Various
Promotions used by Two-wheelers in Print
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• Brand
Promotion and Sales Promotional ads were used maximum by players
in the ‘Motorcycle’ category.
• 37% of Two-wheeler ads used Sales Promotion, where
Price Promotion was preferred the most..
• Hero Honda Motors
used Sales Promotional campaigns the most.
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| Watch out
for forthcoming interesting analyses in future.
(Analysis from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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