Ice Cream category
drops by 37 pc in Print during Jan-May 2009: AdEx Analysis
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Subject:
Overview of Ice Cream category in Print during Jan-May ‘09
(Note: The entire analysis is based on Col*Cms)
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Highlights:
• Ice Cream category
has seen de growth of 37% in its Print ad volumes
during Jan-May ’09 compared to same period
in 2008.
• GCMMF
and Vadilal Enterprises Ltd the
Top 2 Advertisers together accounted for 61% share
for Ice Cream category Print
ad pie during Jan-May ‘09.
• High share of Ice
Creams advertising in Non Metro Newspapers
during Jan-May’09.
• 34% of Ice Creams ads in
Print were for Sale Promotion during Jan-May ’09.
Print Data Available
till
Metro Newspapers: 30th May ’09; Non Metro
Newspapers and Magazines: 23rd May’09 |
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Volume Growth of Ice Cream category
in Print during Jan-May ‘09
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Print ad volumes of Ice Cream category has seen a decline
of 37% during Jan-May ’09 compared to Jan-May ’08. |
Top
Advertisers of Ice Cream category in Print
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Top 10 advertisers contributed for 86% of overall Ice Cream
category share in Print during Jan-May ’09.
• ‘GCMMF (Gujarat Cooperative Milk & Marketing
Federation)’ had the maximum share (33%) of overall
Ice Cream category advertising share in Print followed by
‘Vadilal Enterprises Ltd’ and ‘Havmor’
with 28% and 8% share respectively during Jan-May ’09.
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| New
Brands of Ice Cream category advertised in Print during Jan-May
‘09 |
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• Top 3 new Ice Cream brands advertised in Print during
Jan-May ’09 were ‘Thirumala Dairy Ice Cream’,
‘Shree Balaji Janta Ice Cream’ and ‘Hangyo
Caramel Crunch’.
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Advertising of Ice Cream category in
Newspapers and Magazines was in the ratio of 98:2. |
| Share
of Ice Cream category in Metro/Non Metro/Mini Metro Newspaper |
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• Non Metro Newspapers contributed for the 61% of
overall advertising share of Ice Cream category in Newspapers
followed by Metro and Mini Metro Newspapers with 22% and
17% share respectively during Jan-May ‘09.
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| Usage
of Sales Promotional ads for Ice Cream brands in Print
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• ‘Combination
Promotion’ accounted for the highest share i.e. 87% of
overall Sales Promotion ads of Ice Creams advertised in Print
followed by ‘Discount Promotion’ and ‘Add
on Promotion’ at 2nd and 3rd place respectively during
Jan-May ’09..
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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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