This week, AdEx India looks
at ‘Petroleum Jelly’ category. First, let’s have a look
at Petroleum Jelly advertising spends across the years
on Television.
Post 2000, Petroleum Jelly could not maintain its advertising
spends in 2001-02 and shows a dip of 86 per cent and 33
per cent respectively. In 2003, it grew 351 per cent (maximum
advertising across 01-04) on TV and 172 per cent growth
in 2004.
Let’s also look at the share of Petroleum Jelly Spenders
across 2001-04.
- Only six advertisers for Petroleum Jelly on TV
- Paras Pharmaceuticals and Ponds India, the only
two National advertisers on TV
- Other advertisers like Paras Products, Himkar Products,
Franch Herbs Technologies and Kopran have fewer spends
on TV
Let’s have a look at the brands advertised on Television
in 2004. The pie below shows the percentage share
of the brands in 2004.
- Vaseline White Petroleum Jelly’ brand on top with
71 per cent of the advertising share whereas Dr Lips
with 28 per cent share
- Remaining three brands advertised are Apna Petroleum
Jelly, Nawab Brillantine and Franch Oil
We shall be coming out with similar analyses on other
categories in the coming days.
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