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One of the recent developments in multi-
variable segmentation is geodemographic
segmentation.
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MULTIVARIABLE SEGMENTATION
Tools Developers
Thompson Rural Market Index (TRMI) Hindustan Thompson Associates Ltd
MICA Rural Market Ratings (MRMR) Mudra Institute of Communications, Ahmedabad
(MICA)
LinQuest Initiative Media of Lintas
Relative Development Index Centre for Monitoring Indian Economy (CMIE)
Ogilvy Radar Ogilvy
R-panel ORG-MARG
Socio-economic classification (SEC) NCAER
Media Research Users Council (MRUC) and Indian
Readership Survey (IRS)95
Household Potential Index (HPI) Hansa Research for Media Research Users Council
(MRUC)
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Thomson Rural Market Index
Hindustan Thompson Associates Ltd
developed TRMI as a guide to segment
markets in the rural areas in 1972 and
improved it in 1986.
They compiled a data out of 335 districts,
based on 26 variables.
They collected the value of agricultural output
data for each district.
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It is considered to be the overall indicator of
rural market potential as it has strong
correlation with 10 selected agriculture
related variables.
Agricultural Labourers
Gross Cropped Area
Gross Irrigated Area
Area under Non food crop
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Pump Sets
Fertilizer Consumption
Tractors Rural Credit, Rural Deposits,Villages
Electrified.
Based on Index number, districts have beenclassified as A B C D E class of markets.
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A 60-100 No of Districts 22 17.8% of market
B40-59.99 39 20.5%
C30-39.99 54 20.4 D20-29.99 86 23
E
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Lin Quest
Initiative Media developed Lin quest, a
software package that provides marketers
with data on rural India. The data can be
sorted on 5 parameters :
Demographic
Agricultural
Income
Literacy and Civic Amenities
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Depending upon the product being launched,
,marketers will be interested in certain
parameters such as literacy levels, male
female ratios, bank deposits, income levels,
accessibility, dispensaries, schools, distance
from near town.
It allows marketers to assign a weightedaverage on each of these.
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The package then lists all the places that
satisfy the marketers criteria.
EG- For the rural launch of a regional daily
newspaper, the parameter could be villages
(>10000Pop), income (>2000),distance (
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MICA Ratings MICA has developed MICA Rural market
Rating.It is available in a CD-ROM with
digital maps and provides the relativemarket potential of a particular district. Theratings have been arrived at by using sixparameters:
Total Value of Agricultural Output
Bank Advances, Cropped Area, IrrigatedArea,Number of Fertilizers, Fertilizer
Consumption. It also highlights the ruralHAATS-when and where they are held andproximity to the centre by rail and road.
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Relative Development Index
Relative Development Index by CMIE is acomparative index of Socio-Economicdevelopment generated by the Centre forMonitoring of Indian Economy with index for
India as base of 100. Karimganj District stands at 39 in comparison to
54 for state (Assam) and 100 for India.Geographical remoteness from the main part of
the country coupled with poor communicationand other infra-structural facilities are the mainfactors behind the low level of development.
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O & M
Ogilvy and Mather (O&M) India, a subsidiaryof WPP group is one of the leading advertisingagencies in India having a presence since
1928. The company in India operates with offices
located
in all the major cities. The focus areas includeAdvertising, Direct Marketing, PublicRelations.
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O&M has been active to introduce its global practices in thecountry. The company was the first to set up divisions forPublic Relations, Direct Marketing, Event Management,Business-to-Business, Outdoor and Rural Outreach whichgave the firm a clear advantage over the other players.
The subsidiary in the country has specialized divisions forvarious sectors of advertising. O&M over the years hasbeen a pioneer in the out-of-home advertising sector with:Ogilvy Landscapes, specialist in outdoor media; OgilvyOutreach, the rural communication specialist division,
which services rural India and the low income consumer;Ogilvy Live, the ground-level brand communicationsdivision; and Ogilvy Signscapes, the retail brand identitydivision.
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ORG MARG
Having realized the importance of RuralMarkets, ORG MARG, the well known MR firmlaunched a new consumer panel (R) to track
the rural buying behaviour.It is largestconsumer panel in the country which covers20000 households in 1000 villages randomlyselected from 215 districts across the
country.The information on monthlypurchases on 32 FMCGs is collected fromthese household every month.
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Socio Economic ClassificationAlready
discussed. By NCAER
By Media Research Users Council (Household
Potential Index by HANSA Research, Indian
readership Survey and Indian Outdoor Survey)
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