Soft drinks is perhaps
the most hard fought product categories in India in every respect
- media, events, distribution, pricing, communication, endorsements
and so on... Every year it consistently emerges as one of the
top 10 categories on television. We, at AdEx India, have looked
at year 2003 to understand the year that was for this exceptionally
competitive segment!
One clear and predictable pattern in 2003 was
the two clear peaks of ad spend - one during the world cup and
the other during the festive time. Interestingly, while Pepsi
dominated media budgets during World Cup, Coca-Cola seems to have
been the dominant spender in the month of September.
However, this time we at AdEx thought of dwelling
on aspects of advertising in terms of strategy adopted by the
different players in this category and the duration of advertising
across genres on TV and press.
This paper tries to throw some light on the
following aspects: -
-
Genre wise and channel wise composition of advertising
on TV
-
Advertising strategy adopted by the aerated
soft drink players on TV and press
-
Zone wise and genre wise advertising on press
-
Specific case: zone wise and genre wise advertising
for Pepsi and Coke
Channel wise and genre wise composition of
advertising on TV
Genre wise analysis on aerated drinks establishes
that this category is heavily advertised on feature films, music,
cricket and soaps. Major part of the advertising on Cricket can
be attributed to the fact that Pepsi was the official sponsor
of the Cricket World Cup 2003. However, apart from cricket Pepsi
is actively present on other types of sports such as soccer, wrestling
etc.
|
