 Shampoos/
conditioners advertising in print jumps 90 pc during 2009:
AdEx Analysis
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Subject: Overview of
'Shampoos/Conditioners' category advertising in Print during
2009
(Note: The entire analysis is based on Col*Cms)
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| Highlights:
• Print advertising of 'Shampoos/Conditioners'
category grew by 90% during 2009 over 2008.
• 'HUL' advertised maximum
for the 'Shampoo/Conditioner' brands in Print
during 2009.
• 'Vivel Ultra Pro Anti-Dandruff
Shampoo' gathered maximum share of all the new
'Shampoo/Conditioner' brands advertised in Print
during 2009..
• Sales Promotional ad
campaigns had 30% share of total number of 'Shampoo/Conditioner'
ads in Print during 2009.
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Share
of 'Shampoos/Conditioners' in 'Hair Care' sector advertising
in Print |
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• During 2009,'Shampoos/Conditioners' category accounted
for 23% share of overall 'Hair Care' sector Print ad pie.
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Volume
Growth of ‘Shampoos/Conditioners’ category in
Print |
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• Compared to 2008,'Shampoos/Conditioners' category
recorded growth of 90% during 2009. |
| Top
Advertisers of ‘Shampoos/Conditioners’ category
in Print |
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• Top 3 advertisers i.e. 'Hindustan Unilever Ltd', 'Bans
Labs Ltd' and 'ITC Ltd' accounted for 52% share of overall
advertising share of 'Shampoos/Conditioners' category in Print
during 2009.
• 93% share accounted by the top 10 advertisers of 'Shampoo/Conditioner'
brands in Print during 2009.
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| New
Brands of ‘Shampoo/Conditioner’ advertised in
Print |
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• 'Vivel Ultra Pro Anti-Dandruff Shampoo', 'Garnier
Fructis Shampoo Plus Oil' and 'Charm Glow shampoo' were the
top 3 new 'Shampoo/Conditioner' brands advertised in Print
during 2009.
• Top 10 new ‘Shampoo/Conditioner’ brands
advertised in Print comprised of 2 brands each of ‘HUL’
and ‘L’Oreal India Pvt Ltd’.
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Share
of Newspaper and Magazine genres in advertising of Shampoos/Conditioners’
category |
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• Among the entire magazine genre, Women’s'
genre accounted for the highest share i.e. 67% followed
by 'General Interest' and 'Entertainment (Movie/TV) genres
with 11% and 8% share respectively during 2009.
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Share
of ‘Shampoo/Conditioner’ brands in Metro/Non Metro/Mini
Metro Newspapers |
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• With 59%
share ‘Non Metro’ Newspapers led overall advertising
of ‘Shampoos/Conditioners’ in Newspapers followed
by ‘Metro’ and ‘Mini Metro’ newspapers
with 26% and 15% share respectively.
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Share
of Sales Promotional ad campaign used for advertising of ‘Shampoo/Conditioner’
brands in Print |
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| • During 2009,
'Add on Promotion' had the highest share i.e. 48% of total number
of Sales Promotional ad campaigns used for 'Shampoo/Conditioner'
brands in Print followed by 'Volume Promotion' and 'Contest
Promotion with 44% and 5% share respectively. |
| • ‘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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