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Guide To Marketing Planning

The Fourth Edition of the Guide covers and presents data for 541 districts in 24 States and three Union Territories (out of a total of 640 districts according to the Census of 2011). These districts are a combination of urban areas (towns) and rural areas (villages). The R K SWAMY HANSA Guide covers both the urban as well as the rural potential for each district, separately.

Assessing Market Potential

The Market Potential of a district, or the purchasing power, is a combination of several variables. The potential was arrived by answering four basic questions at the District level:

1. Does it have the Means or Ability to purchase or consume?

Means or the Ability to buy is the foremost requirement for any marketing activity to take place. A district with higher Means or Ability necessarily qualifies for marketing activity.

2. Is it willing to buy and consume; what is the consumption pattern?

Having Means need not necessarily convert to Consumption. It is important for a district to have an inclination to consume.

3. What is the exposure to mass media or what is the measure of Awareness?

Even if a district is inclined to consume, consumption should be facilitated with the ability to create adequate Awareness. Therefore, Awareness becomes another important variable to district prosperity.

4. Does it enjoy infrastructure or Market Support to facilitate marketing activity?

Means or the Ability to buy is the foremost requirement for any marketing activity to take place. A district with higher Means or Ability necessarily qualifies for marketing activity.

Key Definitions

Market Intensity Index (MII)

This is a measure of the concentration of the purchasing power (Purchase Intensity). The contributions of all the four factors have been used to measure this intensity. This is a weighted index, and the rationale for the weights is explained separately.

This index is based on per capita values and all India MII has been indexed as 100. MII reflects the quality of the market. A higher value of this index would mean a greater concentration of the more affluent. The proportion of higher income households is likely to be more in such districts. As a result, these districts are likely candidates for higher consumption or sale of premium products.

Market Potential Value (MPV)

MPV is the aggregate measure of the district potential. The per capita market potential was adjusted to the respective district population to arrive at the total market potential value for these districts. This was indexed with Greater Mumbai as 1000, the district with maximum market potential, and consequently all other districts’ potentials are relative to this potential.

Media Exposure Index (MEI)

Market can be created and led by media. The constituents of this index are exposure at district level to four types of mass media, namely, Print, Television, Radio, Cinema and Internet.

Market can be created and led by media. The constituents of this index are exposure at district level to four types of mass media, namely, Print, Television, Radio, Cinema and Internet.

Case Studies

We have some case studies which we have compiled for helping our various sectoral clients to get benefit on how to use the guide effectively.

Click here to download the case studies Hansa Research

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