 Two
Wheeler Advertising in Press-Motorcycles Run The Show !: TAM
AdEx Analysis
Sep 26, 03 |
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Two Wheelers for the past
few years have been amongst the top categories on Print. It
is the Top category on Print so far, this year too. Two Wheelers
have contributed a healthy 6% to print advertising in the two
quarters that have passed. On further segment-wise analysis
on this industry we found that Motorcycles have been the force
that has been 'driving' Two Wheeler advertising.
The following graph shows that a staggering 80 % of advertising
revenue from Two Wheelers is generated from Motorcycle advertisers. |
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| The initiation of economic
reforms in the early eighties saw many new entries in the motorcycle
segment after which they have simply refused to look back. Attributes
like increased mileage and constant improvement in product design
have resulted in increased usage of motorcycles. This has naturally
hit the Scooters segment, which has contributed a negligible
0.5 % to Two Wheeler advertising so far this year. The late
nineties saw the emergence of a new segment 'Scooterettes'-
a hybrid between a scooter and a moped. Their easy-to-drive
nature has made Scooterettes a rage amongst the younger generations
& Women. Though way behind Motorcycles, Scooterettes come
second, contributing a respectable 12% to Two Wheeler advertising.
The number of new launches in this category
also has been growing since 1995. 2002 saw 33 new brands being
launched. The figure has already touched 15 in 2003, indicating
this might again be a year which will see many new Two Wheeler
brands & models being launched.
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Every advertiser in this category has to resort
to Sales Promotion campaigns to fight the fierce competition.
On analyzing this we found that Price Promotions are the most
widely used, as due to the wide variety of brands on offer
it is the Cost, which usually influences a customer's choice.
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| Almost 40 % of the Two Wheeler advertising
in Newspapers has sales promotion offers associated with it.
Interestingly though, when we look at Magazines the focus entirely
shifts from Sales Promotions to more of brand building activities.
This may be attributed to the different types of readers that
Magazines have from Newspapers. For an advertisement in a magazine
it is more important that the Brand itself should appeal to
the reader rather than the Cost. |
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| Two Wheelers is a category where presence
of a very strong dealer network is quintessential. About 8 %
of the advertising on Two Wheelers is Retail in nature i.e.,
ads released by dealers themselves. |
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Two Wheelers have always made use of Sports,
Sports Personalities and Sporting Events as an effective platform
for advertising. This is true even when it comes to choice
of positions for placing an ad, for this category. Back Pages
& Sports Pages account for almost half the advertising
spends in this category. A point to be noted here is that
Sports news & articles feature on the Back pages of a
majority of newspapers.
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| In the coming few days we shall
come up with a segment wise analysis on other categories too.
Keep Watching!
Analysis from TAM AdEx (TAM Media Research Pvt. Ltd.)
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