Monitoring of advertising activity in the category of «SMALL HOUSEHOLD APPLIANCES FOR PERSONAL USE» in the 2014
Aug 15, 2015
Monitoring of advertising activity in the category of «SMALL HOUSEHOLD APPLIANCES FOR PERSONAL USE»in the 2014
1st quarter of 2014
Competitors Ad Spending
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•An absolute leader in the category is Philips (31%)•Rowenta is on the 2nd place•Oral-B is on the 3d place
Source: TNS Palomars AdEx, Period: 1Q2014
Category Ad Spending Dynamics (1Q2013-1Q2014)
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Total budget in the category decreased by 32% compared to the 1st quarter of 2013•Philips showed the highest reduction (32%)
Source: TNS Palomars AdEx, Period: 1Q2014
Promoted Products
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•Stylers (22%) and Electro Shavers (42%) are the leaders mostly due to Philips and Rowenta•Due to Babyliss, Remington and Clarisonic Various products (15,6%) is on the forth place •Electric toothbrush were promoted only by Oral-B
Source: TNS Palomars AdEx, Period: 1Q2014
Media-mix
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The main media was TV (61%)•Mostly players used only one media – Rowenta and Braun used mix of two media•Radio using only in cobranding union with appliance stores
Source: TNS Palomars AdEx, Period: 1Q2014
Seasonal Prevalence (2012-1Q2014)
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•Peak of activity in the 1st quarter of 2014 was in February (it is one of the most active month in 2013 and 2012 as well) – the 23d of February and the 8th of March probably had effected a lot
Source: TNS Palomars AdEx, Period: 1Q2014
Findings
Budgets:• An absolute leader in the category is Philips (31%)• The segment of Electric Shavers (42,5%) is leader mostly due to Philips and Braun• Due to Clarisonic, Babyliss and Remington Various products (15,6%) is on the forth place• Electric toothbrush were promoted only by Oral-B • Total budget in the category decreased by 32% compared to the 1st quarter of 2013
– Philips showed the highest decrease (-32%)– But the other brands were increased: Rowenta (by 7%), Oral B (by 25%)
Media:The main media was TV (61%)• Mostly players used only one media – Rowenta and Braun used mix of two media• Radio using only in cobranding union with appliance stores
Seasonal prevalence :• Peak of activity was in February (the 23d of February and the 8th of March had effected
a lot )
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Thank you for your attention!