Tuesday, 17th June, 2008

  
 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.
 
This week, AdEx India analyzes the advertising trends in Beveragel Industry on TV during 2007.

Volume Growth of Beverage Industry in Print

 

Share of Beverage Industry in overall F&B market

  
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  • During 2007 advertising of Beverage Industry saw a drop of 16% compared to 2006.
  • During 2007, Beverages had 30% share of overall F&B ad pie in Print.

Seasonality of Beverage Industry in Print during 2007 & 2006

 

Share of segments of Beverage Industry in Print during 2007

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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.
  • 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.

Rank Shift of Key Players of Beverage Industry in Print during 2007

  

New brands of Beverage Industry launched 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.
  • ‘Minute Maid Pulpy Orange’, 'Mohani Fresh Tea' and 'Tata Tea Life' were the top 3 new beverage brands launched in Print during 2007.

  • During 2007, the top 10 new beverage brands was a mix of 6 brands of 'Tea' and 2 were of 'Non Aerated Soft Drinks'.

Contribution of Metro, Non- Metro and Mini Metro Newspapers in Beverage Industry

  

Usage of Sales Promotional ads in the Beverage Industry in Print during 2007

Advertising of Beverages in Newspapers and Magazines in the ratio of 92:8 during 2007
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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.
  • 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.
 

Watch out for forthcoming interesting analyses in future. (Analysis from AdEx India-A Division of TAM Media Research)

Ad Volume is based on secondages. Advertising spends, if any, indicate market valuation of the ad space/time bought.
The figures should be taken only as indicative and not absolutes
Siddhartha Mukherjee, Vice President - Communications, Business Head - Eikona PR Track,
TAM Media Research Pvt. Ltd, Mafatlal Chambers – C/D, N M Joshi Marg, Lower Parel (East), Mumbai – 400 013, India.
Tel: +91 22 66531205, Mobile: +91 9820082516, E-mail: Siddhartha@tamindia.com, Website: www.tamindia.com