Beverage ads in print dipped by 16 pc in
2007: AdEx Analysis
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Subject: Snapshot of advertising by Beverage Industry in Print
during 2007
(Note: The entire analysis is based on Volumes in Col *Cms) |
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Highlights:
• Print ad volumes of Beverage Industry have
dipped by 16% during 2007 compared to 2006..
• ‘Tea’ leads in Print advertising of Beverage
Industry during 2007..
• ‘Brooke Bond Lipton India Ltd' topped the advertisers
list of Beverage Industry in Print during 2007.
• ‘Minute Maid Pulpy Orange'
was number one brand among the new beverage launches in Print
during 2007.
• Beverage brands were advertised more
in Non Metro Newspapers during 2007.
• ‘Greendale Tez Tea' had used maximum innovative
ad layout in Print 2007.
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Volume Growth of Beverage Industry in Print
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• During 2007 advertising of Beverage
Industry saw a drop of 16% compared to 2006.
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Share of Beverage Industry in overall F&B market
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During 2007, Beverages had 30% share of overall F&B ad
pie in Print..
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Seasonality of Beverage Industry in Print during
2007 & 2006
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Maximum advertising share of Beverages during the 1st quarter
of 2007, while in 2006 it was on its peak during 2nd quarter.. |
Share of segments of Beverage Industry in Print during 2007
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During 2007, with 52% share 'Tea' leads among all categories
of Beverage Industry in Print followed by 'Aerated Soft Drinks'
and 'Milk' with 11% and 8% share respectively.
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Rank Shift of Key Players of Beverage Industry in Print during
2007
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• During 2007 'Brooke Bond Lipton
India', 'Mohani Tea Leaves Pvt Ltd' and 'Coca Cola India Ltd'
were the top 3 advertisers of Beverage Industry in Print during
2007.
• ‘Coca Cola India Ltd',
'Pepsi Co' and 'GCMMF' have moved down in their respective ranks
within the top 10 advertisers list of Beverages in Print during
2007 compared to 2006. |
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New brands of Beverage Industry launched in Print during 2007
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‘Minute Maid Pulpy Orange’, 'Mohani Fresh Tea'
and 'Tata Tea Life' were the top 3 new beverage brands launched
in Print during 2007.
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During 2007, the top 10 new beverage brands was a mix of 6
brands of 'Tea' and 2 were of 'Non Aerated Soft Drinks'.
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Advertising of Beverages
in Newspapers and Magazines in the ratio of 92:8 during 2007.
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Contribution of Metro, Non- Metro and Mini Metro Newspapers
in Beverage Industry
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• During 2007, Non Metro
Newspapers garnered a high share of 61% of overall Beverages
advertising followed by Metro with 24% share.
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| Usage
of Sales Promotional ads in the Beverage Industry in Print during
2007 |
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During 2007, nearly 49% share of overall Sales Promotional ad
campaign were based on 'Contest Promotion' followed 'Add on
Promotion' and 'Multiple Promotion' with 38% and 5% share respectively. |
| Top
brands using Innovative Ad layout in Print during 2007 |
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4 of the top 5 brands with maximum usage of innovative ads belonged
to 'Tea' category during 2007. |
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