Top Story

e4m_logo.png

Home >> Marketing >> Article

S-Group Insights: Mosquito Repellents & Toilet/Floor cleaners add up to 50% in Television advertisements for household products category

07-October-2015
Font Size   16
S-Group Insights: Mosquito Repellents & Toilet/Floor cleaners add up to 50% in Television advertisements for household products category

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 Household Products Category.

Purchasing household items for day-to-day use is a monthly deal and advertisers are consistently reaching out to the audiences every year with growing competition. This category includes tangible and movable personal properties placed in the living rooms, dining rooms, kitchens, family rooms, bedrooms, bathrooms and other rooms of a house but does not include Electronic Appliances. Mosquito Repellents, Furniture & Furniture Related Items, Scourers, Glassware/crockery, Air Fresheners, Toilet/Floor Cleaners, Agarbatti etc.  are some examples are come under household products.

Household Product Category has share of 3% on Television Platform and 1 % on both Print & Radio platform. However, it is interesting to see that many advertisers opt for print media for branding & marketing of larger variants than that is present on other mediums.

TELEVISION

Household Product Category witnessed an average yearly growth of 9% since 2011 in advertisement Duration.

Over the years seasonality is observed in Quarter 3 of every year rises to  24% as compared to Quarter 2 which can be attributed to the festive season and Quarter 4 has witnessed drop  except 2014.

Top 3 Product Categories of Household Product Category in Television are:



Mosquito Repellents is majorly driven by Advertisers like Godrej Sara Lee, Reckitt Benckiser & S C Johnson Products.

Godrej Sara Lee has increased their advertisements over the years whereas Reckitt Benckiser has dropped its duration since 2012. Duration of S C Johnson Products has remained constant over the years. Over the years Godrej Sara Lee has launched new variants under the brand umbrella of Good Knight with increased Advertisement duration, unlike competitor Reckitt Benckiser which has reduced its advertisements & no further addition in variants under Mortein.

While on other hand, in Scourers product group Hindustan Lever increased their advertisements in 2013 when Reckitt Benckiser increased their advertisement with the introduction of new brand Dettol Kitchen Gel which is direct competitor to Vim Gel (a brand of Hindustan Lever).

PRINT

Household product category which had an average yearly growth of 11% from 2011 to 2013 dropped by 7% in 2014 in print media.

From 2011-2014, Quarter 4 (Oct-Dec) has highest contribution in terms of Advertisements of 32% as compared to other quarters.

Durian Industries Ltd. was the second highest Advertiser in 2011. However, it has drastically  reduced its promotions on the print platform. It currently holds 10th Rank in terms of Advertisements to other brands.

RADIO

On Radio platform,  Furniture category has seen a growing trend since 2011 in terms of advertisements. In 2011, Furniture related Items was 2% which has grown to 37% in 2015. In last two years, this growth was mainly driven by Advertiser Royale Touche group. They mainly focused in the states of Gujarat & Maharashtra.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

Azhar Iqubal, co-founder of Inshorts, expresses his views on how shorter form of content is preferred more over the in-depth stories and has also focused on how mobile has become the effective medium to target consumers

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow

While domestic and international brands are competing for a bigger pie of the growing digital content market, Reliance Jio with its Jio Studios has added a new dimension to this competition.

At the Ad Club Knowledge series event in association with Hindustan Times presented an interactive session with Chandramouli Venkatesan, CEO (special projects) - ‎Pidilite Industries Limited, on his b...