exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesday and aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at the retail industry.
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space and this report analyses the promotional approach of Advertisers of Retail Category on Platforms like Print, Radio & TV which drives the growth of Retail Industry.
Overview of Retail Category on Print, Radio & TV Platform:
According to TAM AdEx data, in 2015 as per the trend, retail advertisers have preferred to promote on Print platform compared to Radio & TV since print platform has best local coverage as compared to rest of the two mediums.
Major product groups in retail category on all the platforms include clothing/textiles/fashion, departmental stores and electronics/durables. These product groups contribute more than 80% ad volume for retail category across Print, Radio & TV.
According to the available data, the Future Retail Ltd., is the Top Advertiser on all the platforms in 2015.
As compared to 2014, Future Group has increased its focus on Print platform as well as Radio platform in 2015; whereas on Television platform it has reduced advertisement duration. Future Retail Ltd. has also increased promotions on Print platform by 80%, whereas on Radio platform it has increased by 37% and on Television platform the group has reduced their ad duration by 8%.
Future Retail Group has also increased its promotional activities for both the product groups i.e. Departmental Stores & Clothing/Textile/Fashion and the primary focus of Future Retail Ltd has been Big Bazaar (Departmental Stores) & Fashion at Big Bazaar (Clothing).
Also, promotions of ‘Future Lifestyle Fashion,’ has increased in 2015 as compared to 2014 on Print platform. At the same time, major players under retail category i.e. Reliance Retail Ltd, V2 Retail Ltd, Vijay Sales and Shoppers Stop Ltd have reduced their promotions on Print platform in 2015 as compared to 2014.
On Television platform, Future Retail Ltd. is the Top Advertiser followed by Joy Alukkas Group & Pothys.
Future Retail Ltd. has dropped their promotions in South Regional markets, whereas Joy Alukkas & Pothys have increased their promotions in South Regional Channels & on Jukebox. In year 2015, Pothys also started promoting their new product --Pothys Hyper & Pothys Super Stores under product Group Departmental Stores on Television platform.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx ,IBEF Retail Industry Report(www.ibef.org)
Period: Jan 2015 to Oct-2015