Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Overview
of advertising in Home Appliances sector in Print |
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Highlights:
• Jan-Apr ‘07 saw a 14% rise in Home
Appliances advertising
• ‘Television Sets’ garnered nearly 50%
of Home Appliances ad volumes
• Publications from South and West zone had the maximum
share
• Mirc Electronics and Samsung India were the Top 2
players
• More than 50% of ad volumes contributed by Sales Promotional
activities, wherein Exchange and Multiple promotions had the
maximum share
• Maximum usage of Innovative layout ads by Onida Pure
Flat
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This
week, AdEx India looks at the advertising trends of the Home
Appliances sector in Print. (Note: The analysis is based in
Volumes in Column Centimetres.)
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| Advertising
growth by Home Appliances in Jan-Apr ’07
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Mere 14% rise was registered in ad volumes of Home Appliances
in Jan-Apr ’07 over Jan-Apr ’06
• Home
Appliance categories that saw the maximum growth in Jan-Apr
‘07 were Toasters and Electric Irons e
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Share of categories in Home Appliances sector in
Jan-Apr ’07
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Television Sets category was way ahead with 47% share of Home
Appliances ad volumes, followed by Air-conditioners and Refrigerators
with 13% and 9% shares respectively
• Out of
30 categories, 18 of the categories saw growth in Jan-Apr ‘07
compared to Jan-Apr ‘06
• Interestingly,
Television Sets (154) advertised the maximum number of brands
followed by Mixers/Grinders (111) and Water Purifiers (104)
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| Advertising
dispersion of Home Appliances across zones in Jan-Apr ‘07
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• Publications
from South zone took a lead with 39% share of ad volumes in
Home Appliances segment followed by West zone with 30% in
Jan-Apr ’07
• Compared to Jan-Apr ’06, South and West zones
saw growth of 32% and 13% in Jan-Apr ’07 respectively
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Top
players of Home Appliances sector on Print in Jan-Apr ’07 |
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Close competition between Mirc Electronics and Samsung India
in Home Appliances advertising in Print
• Among
the Top 5 players, Samsung India saw maximum shift in rank of
4 places from 6th position (in Jan-Apr 06) to 2nd position in
Jan-Apr 07
• Compared to Jan-Apr 06, high rise
in ad volumes was registered by the Top 2 players, i.e., Mirc
Electronics (for range of Durables & Microwave Ovens) and
Samsung India (for Refrigerators and TV Sets) in Jan-Apr ‘07
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Brands
launched in Home Appliances sector during Jan-Apr ’07 |
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Overall 238 new brands were launched in Home Appliances sector
in Print during Jan-Apr ’07, out of which maximum share
was contributed by Television Sets, Range of Kitchen/Household
Products & Mixers/Grinders
• ‘Crompton Greaves’ saw the maximum launch
of 19 new brands in Jan-Apr ‘07
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Promotions
used by Home Appliances sector |
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More than 50% of ad volumes came from Sales Promotions by
Home Appliances sector in Jan-Apr ‘07
• Exchange and Multiple promotions were used extensively
in Sales promotions
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Nearly 55% of ad volume in Sales Promotions was contributed
by Television Sets, where Sansui India and Mirc Electronics
were the major players
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Innovative
ad layouts used by Home Appliances sector in Jan-Apr ’07 |
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Usage of Innovative ad-layouts by 4 Home Appliances brands
in Jan-Apr ‘07
• Onida Pure Flat topped with 68% share of Innovative
layout ads, followed by Whirlpool Fusion
• Figured outline was the most preferred ad layout
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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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