Overview of ‘Soaps*’
category advertising in Print during Jan-Oct 2010: AdEx
Analysis
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Subject: Overview of
‘Soaps*’ category advertising in Print during
Jan-Oct 2010
(Note: Entire analysis is based on Col*Cms)
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| Highlights:
• 74% increase in Print ad volumes
of ‘Soaps*’ category during Jan-Oct
2010 compared to same period in 2009.
• ‘ITC Ltd’
was the top advertiser of ‘Soap*’
brands advertised in Print during Jan-Oct 2010.
• ‘Lux Sandal and
Cream’ was the number one new ‘Soap*’
brand advertised in Print during Jan-Oct 2010.
• Women’s magazine
tops in advertising of ‘Soap*’ brands
during Jan-Oct ‘10.
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Contribution
of ‘Soaps*’ category in advertising of ‘Personal
Hygiene’ sector in Print |
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• ‘Soaps*’ category accounts for 32% of
the overall advertising share of ‘Personal Hygiene’
sector in Print during Jan-Oct ‘10. |
Volume
Growth of ‘Soaps*’ category in Print |
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• Compared to Jan-Oct ‘09, ‘Soaps*’
category recorded growth of 74% in its Print ad volumes during
Jan-Oct ‘10.
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| Top
Advertisers of ‘Soaps*’ category in Print |
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• During Jan-Oct ‘10, ‘ITC Ltd’, ‘Hindustan
Unilever Ltd’ and ’Rohit Surfactants Pvt 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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• ‘Lux Sandal and Cream’, ‘Venus Sandal
Soap’ and ‘Lux Purple Lotus and Cream’ were
the top 3 new ‘Soap*’ brands advertised in Print
during Jan-Oct ‘10.
• During Jan-Oct ‘10, the top 10 list of new 'Soap*'
brands advertised in Print had 4 brands of ‘ITC Ltd’
and 3 brands of 'HUL'.
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| Share
of Newspapers and Magazines in advertising of ‘Soap*’
brands |
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• During Jan-Oct ‘10, Newspapers and Magazines
were used for advertising of ‘Soap*’ brands in
the ratio of 89:11.
• Women’s genre contributed the highest among
all the magazines used for advertising of ‘Soaps*’
during Jan-Oct ‘10. ‘General Interest’ and
‘News/Current Affairs’ magazine genres followed
at 2nd and 3rd place with 16% and 15% share respectively.
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| Usage
of Sales promotion ad campaigns for advertising of ‘Soap*’
brands |
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• ‘Contest Promotion’ had the highest share
i.e. 39% of total number of Sales Promotion ad campaigns used
for advertising of ‘Soaps*’ category in Print
followed by ‘Combination Promotion’ and ‘Add
on Promotion’ with 24% and 14% share respectively during
Jan-Oct ‘10.
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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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