Latest Newsletter from AdEx India, a division of TAM Media
Research
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Hair
Care products advertising in Print in 2006 |
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Highlights:
• 16% growth in ad volumes of Hair Care products
in Print in 2006 over 2005
• 1/3rd of ad volumes garnered by Hair Oils
• High growth in ad volumes registered by Hair Conditioners
in 2006
• Hair Care advertising skewed towards publications
from North and West zones
• Summer season saw maximum ad volumes across 2005-06
• 85:15 ratio of advertising in Newspapers and Magazines
used by Hair Care products
• CavinKare topped Hair Care advertising in 2006
• Hair Oils contributed maximum new launches
• Maximum use of Innovative layout ads by ‘Himani
Navratna’ & ‘Nyle Active Herbal Shampoo’
This
week, AdEx India looks at the advertising trends of Hair Care
products in Print in the year 2006. (Note: The entire analysis
is based on Volumes in Column Centimeters)
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| Growth
in Hair Care products advertising on Print in 2006
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| • 16% more ad volumes registered
by Hair Care products in Print in 2006 compared to previous
year |
| Segments
of Hair Care products in Print in 2006
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• Top 3 Hair
Care categories accounted for 81% of ad volumes in Print in
2006
• Hair Oils had the maximum 36% share of ad volumes
followed by Hair Dyes & Shampoos with 24% and 22% share
respectively |
| Growing
Hair Care categories in Print in 2006 compared to 2005
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• Hair Conditioners
registered a maximum 4.9 times growth in ad volumes in Print
in 2006 over the previous year
• Other 3 categories that showed growth in 2006 were
Shampoos, Hair Oils and Hair Dyes |
| Zone-wise
share of advertising by Hair Care products in 2006
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| • Hair Care advertising
skewed towards publications from North and West zones with 38%
and 31% share of ad volumes in 2006 |
Seasonality
trend of Hair Care products in Print across 2005 & 2006 |
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Maximum advertising by Hair Oils, Shampoos, Hair Dressing
products, etc., led to a peak in the 2nd quarter in 2005 and
2006 |
Contribution
of advertising by Hair Care products in Newspapers & Magazines
in 2006 |
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| • A dominant 85% share
of ad volumes was contributed by Newspapers whereas a 15% share
went to Magazines in 2006 |
| Key
Players in Hair Care sector in Print in 2006 |
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• Top 5 players
accounted for 44% of ad volumes in Print in 2006
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CavinKare topped advertising with 14% share of ad volumes followed
by Hygienic Research with 10% share |
Segments
in Hair Care sector with new brand launches in Print in 2006 |
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• Hair Oils contributed
the maximum 40% of new brands
in Hair Care sector in Print in 2006
• Also a high
share of new launches
registered by Hair Dyes and Range of Hair Care products in 2006 |
Top
Hair Care products launched in Print in 2006 |
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• Among the total 213 new
Hair Care entrants in 2006, Chik Black Shampoo
was on Top in Print
• Other 2 top
new entrant were Shanti Amla Badam Hair
Oil and Chik Cool Shampoos |
Promotions
used by Hair Care products in Print in 2006 |
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• Among Hair Care ads
in Print, 83% used Brand promotions and 10% used Sales promotions
in 2006
• In Sales promotion, high usage of Contest and Add-On
promotions by Hair Care products |
Innovative
ad layouts used by Hair Care products in Print in 2006 |
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• ‘Figured Outline’
was the most widely used ad layout by Hair Care products
• ‘Himani Navratna’ had the maximum share
of ads with Innovative layout followed by ‘Nyle Active
Herbal Shampoo’ |
| 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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