Freshness segment of toilet
soaps saw maximum advertising in print in 2008: AdEx Analysis
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Subject: Overview of Soaps* category advertising in
Print during 2008
(Note: The entire analysis is based on Col*Cms)
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| Highlights:
• ‘Soaps*’ from Freshness
segment had been advertised the maximum in Print during
2008
• ‘Rohit Surfactants Pvt
Ltd’ was the top advertisers under ‘Soaps*’
category in Print during 2008.
• ‘Venus Toilet Soaps’
topped the list of new Soaps* brands advertised in Print
during 2008.
• Maximum share of ‘Soaps*’ category
advertising on Non Metro Newspapers during 2008.
• Sales Promotional ad campaigns accounted for 33%
of overall ads of ‘Soaps*’ in Print during
2008.
Note:
Soaps* category only includes Bathing/Toilets Soaps* and
not the Laundry/Washing Soaps*. |
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Volume Growth of Soaps* category in Print during
2008 |
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9% decline in advertising of ‘Soaps*’ category
in Print during 2008 compared to 2007.
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Share of Newspaper and Magazine Genre in advertising of Soaps*
category |
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• Maximum advertising of ‘Soaps*’
category on Newspapers i.e. 86% followed by Magazines with
14% share respectively during 2008.
• Among the Magazine genres, ‘Women’s’
genre had maximum share of overall ‘Soaps*’ category
advertising in Print followed by ‘Entertainment (Movie/TV)’
and ‘General Interest’ with 20% and 15% share
respectively during 2008.
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Share of Soaps* Variants advertised in Print during
2008 |
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• Soap* brands under ‘Freshness’
segment were advertised the most in Print followed by ‘Protection’
and ‘Nourishing’ segment with 29% and 24% segment
respectively during 2008.
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Top Advertisers of Soaps* category in Print during
2008 |
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• ‘Rohit Surfactants Pvt
Ltd’, ‘Hindustan Unilever Ltd’ and ‘ITC
Ltd’ were the Top 3 advertisers in ‘Soaps*’
category in Print during 2008.
• Top 10 advertisers contributed
for 80% of overall ‘Soaps’ category advertising
in Print during 2008.
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Top New Soap brands advertised in Print during 2008
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• ‘Fiami Di Wills’
and ‘Vivel Di Wills Toilet Soap’ were the Top 2nd
and 3rd new ‘Soaps*’ brand advertised in Print,
followed the number one new brand i.e. ‘Venus Toilet Soaps*’
in Print during 2008. |
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Advertising of Soaps* category in Metro/Non Metro/Mini
metro Newspapers. |
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Advertising of ‘Soaps*’ category more on Non Metro
Newspapers (63%) followed by Metro and Mini Metro Newspapers
with 23% and 14% share respectively during 2008.
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Brand Promotion: 61%; Sales Promotion: 33%;
Others: 6%.
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Usage of Sales Promotional ads
for advertising of Soap brands in Print.
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During 2008, among all the Sales Promotional Ad campaigns used
in Print, ‘Discount Promotion’ was used maximum
followed by ‘Contest’ and ‘Combination’
Promotion.
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