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 jewellery segment.
• Personal Accessories is a very diverse category consisting of various sub-categories such as Jewellery, Footwear, Lifestyle, Luggage and Watches, etc.
• Across the past 5 years, Personal Accessories as a category has contributed to around 1.8 % of Insertion Volumes on TV, Print & Radio.
• Within Personal Accessories, Jewellery has an Advertising share of 64.6% on TV, 87.5% on Radio and 66.3% on Print making it the most important category for analysis.
• On Print, the category which was growing at 24% in 2012 has decreased in 2013 & 14. Similarly on TV, the category which was growing in 2012 & 13 has seen a 14% drop in 2014.
• October/November seems to be the most inventory heavy months for the category on TV as well as Print showing spikes across past 5 years. April/May also contribute heavily for TV Medium.
• Gitanjali Gems Ltd as an advertiser is responsible for around 30% of the overall Print advertising volume for Jewellery. Most of the players are region specific when it comes to print advertising. For example, Joy Alukkas & Sons is south focused; Swarg Jewellers majorly focuses its print advertising in the West Zone, whereas Anjali Jewellers concentrates on the East Zone.
• Top players like Gitanjali Gems Ltd & Titan Company Ltd have targeted their print communication in multiple zones. Kalyan Jewellers has also expanded its print messaging. From a zone-wise advertising share of 99% in the South market in 2011, the share has decreased to 59% in 2015 with increased focus in North & West Market.
• Around 50% of TV advertising for this category comes from the top 6 players, i.e., Kalyan Jewellers, Joy Alukkas Group, Gitanjali Gems Ltd, Josco Jewellers, Malabar Group of Companies and Titan Company Ltd. Just like print, TV also experiences region specific advertising. For instance, Josco Jewellers used about 26 south regional channels which constitute a share of 99% of their total ad inventory. On the other hand, Kalyan Jewellers which used to be a south regional TV advertiser with 100% advertising on south regional channels in 2011 has expanded its footprints in non south markets as well. A channel mix of 115 channels of which 49 are non south clearly symbolizes the expansion plan for this advertiser whose store count has grown from 0 to 19 in non south markets
• With Women being the Prime Target for the category the Media Plans further reinforces the Female Gender preference. Women enjoy a 1.3 Times higher exposure on the Jewellery campaigns as compared to their male counterparts since 2014.
• Among the Females, the Ad Campaign registers higher promo GRPs for the higher Age Group (45+) and SEC C as compared to other Age Groups and SECs.
• Judging on how things have progressed over the years in the Jewellery category and with October/November around the corner, it would be interesting to see whether Kalyan Jewellers enhance their expansion plan into the non south markets, whether the regional players venture into the national market, or if Gitanjali Gems Ltd ventures into the southern markets and the implications these will have on their media plans.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx & Kalyan Jewellers Official Website