 Hyundai,
Maruti Udyog and TATA Motors dominate Cars/Jeeps advertising
on Print in 2003: An AdEx India Analysis
March 12, 04 |
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Last week's analysis highlighted the dominance
of the Automotive Sector on Print advertising in 2003. We
had left you with the top advertisers in this sector. Hyundai
Motor India Ltd and Bajaj Auto were the toppers accounting
for close to 12% of the advertising spends by this sector.
It's now time to focus on each of the Product Categories within
this sector. Let's begin with Cars/Jeeps. The following graph
shows the top Cars/Jeeps advertisers in 2003.
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Hyundai Motor India Ltd was the top Cars/Jeeps
advertiser on Print in 2003 accounting for close to 30% of
the spends. The second and third ranks go to Maruti Udyog
(19%) and Tata Motors (16%) respectively. The three of them
account for two-thirds of the advertising spends on Print
in 2003 in the Cars/Jeeps category. There is a close competition
between the other advertisers
With Their shares ranging from 7% to 2%.
Let's compare this with 2002. Did the same advertisers dominate
in the previous year?
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The graph shows that the top three advertisers
were the same even in 2002. One can see a reshuffle in the
second and third ranks between TATA Motors and Maruti Udyog.
A major difference is the drop in the percentage shares of
Hyundai and TATA Motors by 3%-4%. Maruti Udyog's share stays
more or less the same at 18%. The advertiser, which has dropped
down considerably, is FIAT India Automobiles, which is ranked
fourth in 2002 drops to the 8th position in 2003. Toyota Kirloskar
which was 7th in 2002 is ranked 4th in 2003.
So, which were the top brands during 2003? The following
graph has the answers.
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| This list is once again, dominated
by Hyundai, Maruti Udyog and TATA Motors. Both Hyundai and Maruti
Udyog have three brands each in the Top 10 list. Hyundai Santro
Xing was the top Car brand on Print in 2003 accounting for nearly
10% of the advertising spends. Hyundai Accent and its variant
Hyundai Accent GVS are at the 5th and 9th spots respectively.
There are two brands from TATA Motors-TATA Indica V2 and TATA
Indigo at the 2nd and 4th places respectively. Mahindra Scorpio
grabs the third place. Maruti Udyog's three brands are all in
the second half of the list. Maruti Car Range, Maruti Suzuki
WagonR and Maruti Suzuki Zen are at the 6th, 7th and 10th places
respectively. The Toyota Corolla is at the 8th place.
An interesting analysis on this category would be the share
of Retail advertising. The pie below indicates that close
to 20% of the Cars/Jeeps advertising is Retail in nature i.e.,
ads released by the Dealers.
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All the above analyses have been done from the 650+Publications
that AdEx India monitors. We shall be coming up with similar
analyses on this sector in the coming days.
Keep watching this space for more...!
(Analysis from AdEx India- A Division of TAM Media Research)
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