Print ad volumes of soaps
jumps 108 pc during 2009: AdEx Analysis
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Subject: Overview of
‘Soaps*’ category advertising in Print during
2009
(Note: The entire analysis is based on Col*Cms)
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| Highlights:
• 108% increase in Print ad volumes
of ‘Soaps*’ category during 2009 compared
to same period in 2008.
• High advertising share
of ‘Freshness-Fragrance’ variants
of ‘Soaps*’ category in Print during
2009.
• ‘HUL’ was
the top advertiser of ‘Soap*’ brands
advertised in Print during 2009 .
• ‘Venus Wino’
was the number one new ‘Soap*’ brand
advertised in Print during 2009.
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Contribution
of ‘Soaps*’ category in advertising of ‘Personal
Hygiene’ sector in Print |
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• ‘Soaps*’ category has accounted for more
than half (i.e. 56%) of the overall advertising share of ‘Personal
Hygiene’ sector in Print during 2009.
Note: Soaps* Category only includes
Bathing/Toilets Soaps and not the Laundry/Washing Soaps |
Volume
Growth of ‘Soaps*’ category in Print |
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• Compared to 2008, ‘Soaps*’ category recorded
growth of 108% in its Print ad volumes during 2009. |
| Share
of ‘Soap*’ Variants in Print during 2009 |
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• Among all the variants of ‘Soaps*’ category
advertised in Print, ‘Freshness-Fragrance’ had
the highest share i.e. 49% share followed by ‘Hydration-Moisturising’
and ‘Nourishing-Beauty’ variants with 22% and
17% share respectively during 2009.
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| Top
Advertisers of ‘Soaps*’ category in Print |
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• During 2009, ‘Hindustan Unilever Ltd’,
’Rohit Surfactants Pvt Ltd’ and ‘ITC Ltd’
were the top 3 advertisers of ‘Soap*’ brands in
Print.'.
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New
brands of ‘Soaps*’ category advertised in Print |
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• ‘Venus Wino’, ‘Vivel Satin Soft’
and ‘Fiama Di Wills Gel Bathing Bar’ were the
top 3 new ‘Soap*’ brands advertised in Print
during 2009.
• During 2009, the top 10 list of new 'Soap*' brands
advertised in Print had 4 brands of ‘Protection-Ayurvedic/Medicated’
variants and 3 belonged to 'Nourishing-Beauty' variants
during 2009.
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Share
of Newspapers and Magazines in advertising of ‘Soap*’
brands |
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• During 2009,
Newspapers and Magazines were used for advertising of ‘Soap*’
brands in the ratio of 86:14.
• Women’s
genre contributed the highest among all the magazines used for
advertising of ‘Soaps*’ during 2009. ‘General
Interest’ and ‘News/Current Affairs’ magazine
genres followed at 2nd and 3rd place with 19% and 11% share
respectively.
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Share
of ‘Soap*’ brands in ‘Metro/Non Metro/Mini
Metro’ Newspapers |
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| • 68% advertising
of ‘Soaps*’ category in ‘Non Metro’
Newspapers followed by ‘Metro’ and ‘Mini Metro’
Newspapers with 17% and 14% share respectively during 2009. |
Usage
of Sales promotion ad campaigns for advertising of ‘Soap*’
brands |
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| • ‘Discount
Promotion’ had the highest share i.e. 37% of total number
of Sales Promotion ad campaigns used for advertising of ‘Soaps*’
category in Print followed by ‘Contest Promotion’
and ‘Volume Promotion’ with 24% and 16% share respectively
during 2009. |
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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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