11374 Multi-Variable Segementation

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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)

11374 Multi-Variable Segementation

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