Summer cool categories in print advertising
dip 25 pc during Jan-Apr ’08 – AdEx Analysis
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Subject: Overview of advertising by Summer Cool categories in
Print in Jan-Apr ‘08
(Note: The entire analysis is based on Volumes in Col *Cms) |
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Highlights:
• Summer Cool categories advertising dipped
by 25% during Jan-Apr '08 compared to Jan-Apr '07.
• 'Air Conditioners' accounted for 40% share of overall
advertising of Summer Cool categories in Print during Jan-Apr'08.
• ‘LG Electronics India Ltd' topped the Summer
Cool advertisers chart in Print during Jan-Apr '08.
• ‘Samsung Bio Sleep' and 'Onida
SM 12 SLH Slim AC' were the top 2 new Summer Cool brands advertised
in Print during Jan-Apr '08.
• Advertising of Summer Cool brands
skewed towards Non Metro Newspapers during Jan-Apr '08.
• ‘Contest Promotion' was preferred more for advertising
of Summer Cool brands in Print during Jan-Apr '08.
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The
categories taken into consideration for the analysis are as
follows: |
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Volumes Growth of Summer Cool categories in Print
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• Compared to Jan-Apr '07, advertising
of Summer Cool categories has seen a drop of 25% in Print
during Jan-Apr '08.
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Categorizations of Summer Cool brands in Print
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During Jan-Apr ‘08,'Air Conditioners' lead in advertising
of Summer Cool brands in Print followed by 'Refrigerators'
and 'Aerated Soft Drink' categories at 2nd and 3rd place respectively.
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Top 10 categories contributed for 97% share of overall advertising
by the Summer Cool categories in Print during Jan-Apr '08.
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Fastest Growing Summer Cool categories in Print
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Among the fastest growing Summer Cool categories during Jan-Apr
'08 compared to Jan-Apr '07 'Talcum Powders' followed the top
category 'Range of Soft Drinks'. |
Key players of Summer Cool categories in Print during Jan-Apr
'08
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With 15% share 'LG Electronics India Ltd' is way ahead of
other advertisers of Summer Cool brands in Print during Jan-Apr
'08.
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'Videocon Industries Ltd' stood at 2nd position with 8% share
followed by 'Voltas Limited', 'Mirc Electronics', 'Whirlpool
of India Limited' and 'Samsung India Electronics Ltd' to share
the 3rd position with marginal difference in their ad volumes.
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New Summer Cool brands launched in Print during Jan-Apr '08
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• ‘Samsung Bio Sleep', ‘Onida
SM 12 SLH Slim AC' and 'LG Direct Cool' were the top 3 new
summer brands in Print during Jan-Apr '08.
• ‘Horlicks
Womens' from ‘Milk Beverages’ category made it
to the top 10 list of new Summer Cool brands comprising of
'Air Conditioners' and 'Refrigerators'.
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Newspapers and Magazines were used
by the Summer Cool categories in the ratio of 97:3. |
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Share of Newspapers advertising of Summer Cool categories
(Metro, Non Metro and Mini Metro)
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During Jan-Apr '08, Non Metro Newspapers garnered a high share
of 64% followed by Metro Newspapers with 23% share.
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Summer Cool categories using Sales Promotional
Ad campaign
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• Usage of Sales Promotional
ad campaign for the Summer Cool brands saw a rise of 16% during
Jan-Apr '08 compared to Jan-Apr '07.
• Among all the
Sales Promotional ad campaigns 'Contest Promotion' had the
largest share of 28% followed 'Multiple Promotion' and 'Finance
Scheme' with 19% and 15% share respectively.
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