| The above
graph shows the indexed spends of this category in the Print
Medium in the first halves of 2003 and 2004. The Spends for
H1 2003 have been indexed to 100. The graph indicates that
the Print Advertising in this category has grown by 20% in
H1 2004 as compared to H1 2003.
But, does this category exhibit the same growing trend over
the past few years. Let’s find out.
|
| The above
graph suggests that spends in the Writing Instruments category
were almost the same in 2000 and 2001. But, in 2002 it shows
a growth of nearly 100% (i.e., 2 times that in 2000). The
worm again goes linear in 2003.
Let’s now take a look at the Top Advertisers in this
category in H1 2004 and H1 2003.
|
|
The table
shows that Cello Pens & Stationery is the Top Advertiser
in this category in both H1 2004 and H1 2003 with a share
of 34% and 41% in advertising respectively. One can also see
significant changes in positions of advertisers for both these
periods. Luxor Writing Instruments, which was at the 7th position
in H1 2003, jumps to the 2nd spot in H1 2004 with a 19% share
in advertising. Linc Pen & Plastics, which was at the
8th spot in H1 2003, is another advertiser to move up the
chart to bag the 3rd spot in H1 2004. Add Pens, which was
at the 3rd position in H1 2003 does not feature in the Top
10 rankings in H1 2004. Similarly, Rotomac Pens Ltd, which
was at the 4th place in H1 2003, also drops out of the list
in H1 2004.
We shall come out with similar analyses every week. Keep
Watching...!
(Analysis from AdEx India- A Division of TAM Media
Research)
|
Advertising in the Writing Instruments Category in Print grows
by 20% in H1 2004 as compared to H1 2003 : An AdEx India Analysis
