Hero Honda is Rock Solid on its Top Position: An AdEx India Analysis

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Hero Honda is Rock Solid on its Top Position: An AdEx India Analysis (12 May 2004)

This week, lets take a look at the another leading category from the automobile sectors - two wheelers. The boom in the Automobile industry has also benefited TV Channels in terms of advertising revenues from the Cars/Jeeps as well as the Two Wheelers category. Last time we delved into the advertisers/brands within the cars/jeeps category. First, let's see which advertisers topped TV advertising in 2002. Hero Honda Motors Ltd was the top advertiser then, accounting for a little over 25% (one fourth) of the share. TVS Motor Company came a close 2nd with its share just above the 25% mark and Bajaj Auto was ranked third with shares close to 17%.

Does the chart show the same results on analyzing the numbers for Year 2003? Let's look at the graph below.

Interestingly, Hero Honda maintains its position and is above the 25% mark(one fourth market share) whereas TVS Motor Company which was neck to neck with Hero Honda slides down to the 4th position with a market share that's just above 10%. The 2nd and the 3rd position see LML Ltd. and Bajaj Auto in a neck to neck situation.

Going a bit further, let's look at the results for Q1 2004.

Hero Honda retains the top slot but its share falls just below 25%. Bajaj Auto, LML Ltd as well as TVs Motor Company almost tie for the 2nd position. Kinetic Engineering Ltd. is in the 5th place and Eicher Motors Ltd. is 6th with market share almost equivalent to 10%. Yamaha Motor India Pvt. Ltd. is in the 7th position with a share of the pie just above 5%.

So, which were the top brands advertising on TV in 2003?

One can see a sea of Hero Honda brands (as many as four of them) and Bajaj brand (three of them) in this list but topping the list is LML Freedom. LML Freedom tops the list hands down. It enjoys a market share almost equal to 19% whereas the 2nd brand on this list Kawasaki Bajaj Caliber 115 has a market share close to 8%. Closing on its heels is Hero Honda Ambition in the 3rd position. The other brands which feature in the top brand list are TVs Victor, Bajaj Wind 125, Hero Honda CD-Dawn, Yamaha Libero, Bajaj Pulsar and Hero Honda Karizma.

Finally, let's look at the program genres in which Two Wheelers prefer to advertise?

The pie shows that more than half of the advertising happens during Feature Films and Drama/soap whereas the other major program genres during which two wheelers are advertised is cricket and news bulletin. What is noticeable is that two wheelers prefer the Drama/soap genre of programs to advertise in whereas cars/jeeps use the news bulletin program genre to advertise in.

We shall be coming out with similar such analyses in future. Keep watching this space for more…….

Analysis from AdEx India (A Division of TAM Media Research pvt LTD)

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