Realign your targets_in_rajasthan_11_q1
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Align your targets RAJASTHAN UNRAVELED
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Transcript of Realign your targets_in_rajasthan_11_q1
Align your targetsRAJASTHAN UNRAVELED
Units of the State
The State
Urban Rural
VillagesCities & Towns
Urban area?
Fulfils all 3 criteria's simultaneously:
1. A min. pop. > 5,000
2. Male pop. in non-agri pursuit > 75 %
3. Pop density > 400 per sq. km
Area not satisfying above criteria - Rural
The great
Urban-Rural divide !
•AFFLUENCE•CONSUMPTION•MEDIA EXPOSURE
Urban : 2/3 times more
Affluence
Annual Per Capita Income of Urban HHs
Annual Per Capita Income of Rural HHs
% HHs with
Annual Income Rs.3L+ (Urban)
% HHs with
Annual Income Rs.3L+ (Rural)
Annual Per Capita Potential Consumption
Expenditure of Urban HHs
Annual Per Capita
Potential Consumption
Expenditure of Rural HHs
Rs. Rs. % % Rs. Rs.
41,000 18,000 12% 5% 26,000 14,000
Source: Indicus Analytics, Market Skyline of India 2008
Consumer Durables
Higher penetration in Urban areas
Rajasthan- Ownership of Durables
% Penetration (Urban)
% Penetration (Rural)
Television 79% 32%
LPG - Stove 79% 21%
Pressure Cooker 74% 18%
Air cooler 57% 15%
Refrigerator 45% 10%
Moped / Scooter / Motor Cycle 40% 18%
Cellular Phones 42% 26%
DVD Player 27% 9%
Kitchen Sink 22% 1%
Washing Machines 17% 1%
Car / Van / Jeep 7% 1%
Source: IRS 2011 Q1
FMCGs : Life style indicators : Urban FocusFMCGs - Purchased
% Penetration (Urban)
% Penetration (Rural)
Toothpaste 88% 55%
Hair Oil 75% 44%
Utensil Cleaners 70% 18%
Fabric whiteners / blues 68% 34%
Talcum Powder 30% 9%
Readymade Shirts 16% -
Readymade Trousers 16% -
Shampoo 48% 25%
Soft Drinks / Juices 17% 4%
Mineral Water 16% 4%
Ice Cream (1 month) 14% 2%
Chocolate (1 month) 13% 1%Source: IRS 2011 Q1
Mass mediaReach in Urban area thrice that of Rural
Rajasthan Media Reach (Weekly)
% Reach (Urban)
% Reach (Rural)
Base Pop (000s) 12,712 35,590
Any Newspaper 59% 28%
Any Hindi Newspaper 59% 28%
Television 77% 27%
C&S Television 64% 19%
Radio 18% 9%
FM Radio 16% 5%
Internet 6% 1%
Cinema 0.2% -
Source: IRS 2011 Q1
Most of our mass-media TGs are
urban-centric
Urban- rural mkt strategies differ
Mass-media - a very limited role in rural
Tonality & expression vary
With literacy levels below critical-mass, meaningful print
penetration and impact is negligible
Today’s communication in use of print, firmly focused on the urban audience
Size of Urban Rajasthan214 towns : 132 lac pop.
Pop-StrataNo.of Towns
Tot Pop (Lakhs)
Pop 10L+ 1 23
5-10L 3 21
1-5L 16 31
50k-1L 27 19
10k-50k 146 36
<10k 21 1
Urban Total 214 132
Source: Census of India 2001
The Urban Core of Rajasthan5 district- almost 50% Urban Pop
The Top 5 Urban Districts
Urban Population
(000s)
Total Number of Urban HHs
(000s)
Jaipur 3,159 580
Jodhpur 1,114 201
Kota 986 192
Ajmer 983 179
Bikaner 667 113
Total of Top 5 Urban Districts
6,909 1,265
Rajasthan State 15,298 2,754
Top 5 Urban Districts as a % of Urban Rajasthan
45% 46%
Source: Indicus Analytics, Market Skyline of India 2008
Core Urban Rajasthan : 5 Districts
Account for half of urban consumption
The Top 5 Urban Districts
Number of Urban HHs with Annual HH income
>Rs.3L (Figs 000s)
Annual Total Potential Consumption Expenditure of
Urban HHs (Rs.Crs)
Jaipur 98 9,287
Jodhpur 25 2,767
Kota 25 2,767
Ajmer 9 1,816
Bikaner 13 1,850
Total of Top 5 Urban Districts 169 18,486
Rajasthan State 328 37,714
Top 5 Urban Districts as a % of Total Urban Rajasthan
52% 49%
Source: Indicus Analytics, Market Skyline of India 2008
56% of Dainik Bhaskar readers are in Urban area
Dainik Bhaskar urban readership : much better skewed with far more relevant audience.
Urban Rajasthan
Any Hindi Daily
Dainik Bhaskar
Rajasthan Patrika
Ave Issue Readership
5,527 3,520 3,184
336Lead in Readership Figures
Figs 000s
Source: IRS 2011 Q1
25% more reach in top 4 cities of Rajasthan
Dainik Bhaskar43% more
consumers in the largest metropolis of Rajasthan- Jaipur
3.4L+ additional readers in the top 4 urban centers of the State
Top 4 Urban Centres
Any Hindi Daily
Dainik Bhaskar
Rajasthan Patrika
Jaipur 1,452 1,023 713
Jodhpur 414 281 271
Kota 387 260 240
Bikaner 243 143 146
All 4 Cities 2,496 1,707 1,370
337Lead in Readership Figures
Figs 000s
Source: IRS 2011 Q1
The Bhaskar focus
Not just the numbers.Providing you relevant numbers that matters to you.
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