Product Sgmnt Lifestyle

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Introducing MMS.IND ....the Indo-German Joint Venture

Dr. W.H. AndersCEO

GlobalConnectionsGERMANY

GPS PartnerSatNav

Technologies 20 Years Worldwide Experience inGeo-Based Market Analytics

Vikas PuthranCOO

LSIMicro Marketing Service

India Pvt. Ltd.

1



Profitable Growth and Right Selling

The MMS.IND Concept and Technology

2

The Concept



“Artifact” Customer “Life” Customer

Socio -Demographics

HouseholdEnvironment

TerritorialIntegration

The MMS.IND Innovation

vs.Conventional Approaches

Socio -Demographics

HouseholdEnvironment

3

The Concept



IndiaStates

DistrictsSub-Districts

City

Ward

Village

LSI GridGPS based

LSI

Indicators

GPS controlled, geographical network of micro-markets(longitude/latitude grids of 1 km sq.) for total India

4

The Concept



? LSI

Who lives in the grids?

5

The Concept



Individual Data / Socio-Demographic Data ... such as age,work/profession, education, gender, family status, migrationbackground

Household Data … for example defined by size of household,ownerships, main supporters, age of children

Territorial Data … whereby MMS.IND qualifies the granular

micro-areas on a GPS based grid level with life-style indicatorssuch as property rates, household density, shoppingenvironment, medical infra-structure

Life-Style Segmentation: Data Basis

6

The Concept



Life-Style Segmentation India: Reference Data

Urban Education Spending per LSI Affinity Group

The Concept

0 50 100 150 200 250 300 350 400 450

Global Indians

Strivers

Affluent Seekers

Mid-Affluent Seekers

Confident Aspirers

Seeking Aspirers

Dreaming Aspirers

Trialers

Depandants

Down the Road

Daily Survivors

Under the Bridge

2005-2006

2006-2007

7



The Concept

0 50 100 150 200 250 300 350

Global Indians

Affluent Seekers

Confident Aspirers

Dreaming Aspirers

Depandants

Daily Survivors

Life-Style Segmentation India: Reference Data

Urban Medical Spending per LSI Affinity Group

2005-2006

2006-2007

8



Identifying Neighbourhood Clusters with

Key Segmentation Profiles

Factor Analysis, Cluster Analysis, Neural Networking Technology

9

The Concept



Traditional HomeShining Indians

High Visibility

Rural GenX

Smart Starter

Train of Dreams

Entangled in Details

Amazing Confidence

Work is Struggle

Anonymous Life

Hand to Mouth

Impossible to Forget

LSI Affinity Groups and Colour CodeUrban and Rural

Global IndiansStrivers

Affluent Seekers

Mid-Affluent Seekers

Confident Aspirers

Seeking Aspirers

Dreaming Aspirers

Trialers

Dependants

Down the Road

Daily Survivors

Under the Bridge 10

The Concept



Life-Style Segmentation India: Samples

GlobalIndians

StriversAffluentSeekers

Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers

Trialers DependantsDown the

RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility

Rural GenXSmartStarter

Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth

Impossibleto Forget

DelhiBengaluru Chennai

11

The Concept



The Concept

KarolBagh

Mustafabad

Jaffarabad

Mansarovar

Garden

Greater

Kailash

Kanjhawala

UttamNagar

Rohini

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth

Impossibleto Forget

Life-Style Segmentation India: Delhi NCT

12



Life-Style Segmentation India: Delhi NCT

The Concept

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth

Impossibleto Forget



Lifestyle

Housing Condition

Brand Affinities

HobbiesConsumer Attitude

Cancellation Risk

Lifestyle

Housing Condition

Brand Affinities

HobbiesConsumer Attitude

Cancellation Risk

The Socio-Demographic Twin

Compatible Income – Different Spending Behavior

URBAN RURAL

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth

Impossibleto Forget14

The Concept

C



Village/Town

Centrality

Index

Purbba Naopara 3.63

Uttar Chandannagar 3.37Chinchurah 3.15

Kamranga 3.10

Barisha 3.07

Bandhgora 3.03

Benagarya 3.03

Narayanpur 3.01

Khairachati 2.95

Uttar Hazipur 2.94

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth

Impossibleto Forget

600,000

Villages

1,000

Branches

Rural Branch NetworkBuilding Rural Sales Infrastructure in Central

Towns using Centrality Index

15

The Concept



Rural India – Central Villages

Village Name

Centrality

Index

Policy

Count

Total

Premium

Average

Premium

Village

Name

Centrality

Index

Policy

Count

Total

Premium

Average

Premium

Daund 3.04 11 31,087 2,826 Balapur 0.94 350 614,344 1,755

Gadegaon 2.96 4 11,846 2,962 Walwa 0.49 297 317,770 1,070

Pali 4.06 10 23,336 2,334 Seoni 0.91 129 160,374 1,243

Karanpur 3.20 2 5,722 2,861 Sitapur 0.92 151 150,819 999

Opportunity Current Status

High Centrality

High Value

Low Penetration

Low Centrality

Low Value

High Penetration

16

Th C t



• Global Indians – Mesmerizing Complexity

• The establishment, have their international orientations, knowtheir traditions. They are secure, confident of their decisions.They are willing to delegate decision details. They associate withworld-class services and brands.

• Strivers – Genuine Resonance

Ambitious, are successful, believe in their own strengths. Theycritically compare prices, services, values. They are security-minded to safe-guard their achievements. They are focused intheir profession.

Life-Style Segmentation India: Affinity Groups

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth


The Concept



• It is the salaried class that tends to buy the mostlife insurance, followed by businessmen.

• Life insurance awareness is the highest amongstthe salaried class

Nearly 96 % households that have a regular salary as a sourceof income are aware about life insurance.

Source: NCAER

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth


Customer Segments within the LSI Affinity Groups

Th C t



The MMS.IND Concept:Linking Your Internal Data with External

Consumer Profiles and Market Data

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth

Impossibleto Forget

GPS

+Normative Address

19

The Concept

Th C t



GPS+

Normative Address

GlobalIndians


Mid-AffluentSeekers

ConfidentAspirers

SeekingAspirers

DreamingsAspirers


RoadDaily

SurvivorsUnder the

Bridge

TraditionalHome

ShiningIndians

HighVisibility


Train ofDeams

Entangledin Details

AmazingConfidence

Work isStruggle

AnonymousLife

Hand toMouth


The Concept



Indian Insurance IndustryPosition after 10 years of Privatization

Source: IRDA, Mar 2010

In the Indian Life Insurance Sector, the incumbents continue todominate even 10 years after opening-up to the Private Sector.

Looking at the Indian Insurance Industry market results until

now, the overall premium growth has been 25 %. But in thePrivate Sector of the industry growth has been disappointing atbarely 12% with a combined market share of only 35% versusLIC.

Life Insurance Growth Market Share

Private 12% 35%LIC 34% 65%Grand Total 25% 100%

Individual New Business as at March 2010

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Product Sgmnt Lifestyle

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