Tuesday, 24th June, 2008

Highlights :

58% rise in advertising of Ice Creams in Print during Jan-Apr '08 compared to Jan-Apr '05.
'Vadilal Enterprise Ltd' leads with 52% share of overall Ice Cream advertising in Print during Jan-Apr '08.
‘Vadilal Ice Cream' was the number one brand in Print with advertising share of 47% during Jan-Apr '08.
High share of Ice Cream advertising in Non Metro Newspapers during Jan-Apr '08.
Maximum usage of 'Combination Promotion' for advertising of Ice Cream brands in Print during Jan-Apr '08.

	This week, AdEx India analyzes the advertising trends in Ice Cream Category Advertising on Print during Jan-Apr 2008.

Volume Growth of Ice Cream category in Print during Jan-Apr '08

Top 10 Ice Cream advertisers in Print during Jan-Apr '08

Ice Cream advertising saw a growth of 58% in Jan-Apr '08 compared to Jan-Apr '05.
On the contrary, compared to Jan-Apr '07 Print advertising of Ice Creams has seen a drop of 42% during Jan-Apr '08.

During Jan-Apr '08, the Top 10 advertisers of Ice Creams in Print contributed for 90% share.
‘Vadilal Enterprises Ltd', 'GCMMF' and 'Havmor' were the Top 3 Ice Cream advertisers in Print during Jan-Apr '08.

Top 10 Ice Cream brands in Print during Jan-Apr '08

State wise advertising share of Ice Cream category in Print during Jan-Apr '08

During Jan-Apr '08, 'Vadilal Ice Cream', 'Amul Vanilla Royale' and 'Havmor Ice Cream' were the top 3 Ice Cream brands in Print.
Top 10 brands accounted for 82% share of Ice Creams advertising in Print during Jan-Apr '08.
Among the Top 10 brands, 2 each of Ice Cream brands were of 'Valdilal Enterprise Ltd' and 'GCMMF' in Jan-Apr '08.

During Jan-Apr '08, Maximum share of Ice Cream advertising was in Gujarat followed by 'Uttar Pradesh' and 'Maharashtra' with 19% and 13% share respectively.

Advertising of Ice Creams in Newspapers (Metro, Non Metro and Mini Metro cities)

Usage of Sales Promotion ad campaign for Ice Creams in Print during Jan-Apr ‘08

Ice Cream advertising in Newspapers and Magazines in the ratio of 99:1 during Jan-Apr ‘08

Click here to enlarge:Advertising of Ice Creams in Newspapers (Metro, Non Metro and Mini Metro cities)

Click here to enlarge:Usage of Sales Promotion ad campaign for Ice Creams in Print during Jan-Apr ‘08

During Jan-Apr '08, Non Metro Newspapers had maximum advertising share of Ice Creams i.e. 57% share followed by Metro Newspapers with 26% share.

During Jan-Apr'08, Sales Promotional ad campaigns were used more in comparison to Brand Promotion for advertising of Ice Cream brands.
Among the Sales Promotional ad campaigns,'Combination Promotion' leads with 70% share followed 'Discount Promotion' and 'Add on Promotion' with 17% and 10% share respectively.

Overview of Ice Cream advertising in Print during 2007

New Ice Cream brands advertised in Print during 2007

During 2007, advertising of Ice Cream Category in Print has seen a dip of 3% compared to last year.

High share of advertising of Ice Creams during the 2nd quarter of 2006 & 2007

‘Amul Prolife Probiotic Wellness' topped the chart of new launches in Ice Cream category in Print 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