Motorcycles rule two-wheelers
category advertising in print during 2008: AdEx Analysis
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Subject: Overview of Two Wheelers advertising in Print
during 2008
(Note: The entire analysis is based on Col*Cms)
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| Highlights:
• ‘Motorcycle’ rules in Two
Wheelers category advertising in Print during 2008..
• ‘TVS Motor Company’
was the top advertisers of Two Wheelers in Print during
2008.
• ‘Bajaj Platina 125 DTS-Si’
topped the chart of new Two Wheeler brands advertised
in Print during 2008.
• Sales Promotion ad campaigns accounted for 40%
of overall Two Wheelers ads in Print during 2008..
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Volume Growth of Two Wheelers in Print during 2008
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During 2008, Print ad volumes of Two Wheelers declined by
34% compared to 2007.
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Share of Two Wheelers categories in Print during 2008
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• With 70% share ‘Motorcycle’
leads in Two Wheelers advertising in Print followed by ‘E-bike
and ‘Range of Two Wheelers’ each with 10% share
during 2008.
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Advertising of Two
Wheelers in Newspapers and Magazines was in an advertising
ratio of 98:2. |
Zone wise share of Two Wheelers in Print during 2008
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• Two Wheelers advertising maximum
in Publications from ‘West zone’ closely followed
by ‘North’ and ‘South zone’ publications
with 29% and 28% respectively during 2008.
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Top Two Wheelers Advertisers in Print during 2008
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• ‘TVS Motor Company’,
‘Hero Honda Motors Ltd’ and ‘Bajaj Auto
Ltd’ were the Top 3 advertisers of Two Wheelers in
Print during 2008.
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Top New brands of Two Wheelers in Print during 2008
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• Bajaj Platina 125 DTS-Si’,
‘Yamaha Gladiator Type SS & RS’ and ‘Honda
Aviator’ were the Top 3 new brands of Two Wheelers advertised
in Print during 2008.
• Top 10 new Two Wheeler
brands advertised in Print comprised of 3 brand of ‘Yamaha
Motor India Pvt Ltd ‘ and 2 brands each of ‘Honda
Motorcycle & Scooter India Ltd’ and ‘TVS Motor
Company’ during 2008.
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Usage of Sales Promotions ad campaigns in the Two Wheelers
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During 2008, Brand Promotion ads of Two Wheelers had the maximum
share of 56% followed by Sales Promotion ads with 40% share.
• ‘Add on Promotion’
was preferred more for advertising of Two Wheelers in Print
followed by ‘Multiple promotion’ and ‘Finance
Scheme’ with 22% and 21% share respectively during 2008.
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