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City SkylineCity Skyline of of

IndiaIndia

Top 40 City MarketsTop 40 City Markets

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TargetinTargeting g

The The Relevant Relevant ConsumeConsume

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Targeting Targeting The The

Relevant Relevant ConsumerConsumer

Targeting Targeting The The

Relevant Relevant ConsumerConsumer

Targeting Targeting The The

Relevant Relevant ConsumerConsumer

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Relevant Relevant ConsumerConsumer

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Using City SkylineUsing City SkylineDecipher the Indian consumer markets at high levels of granularity.

IdentifyLargest marketsRapidly growing markets (for repeat buyers)Emerging markets (for new buyers)The ‘on-the-verge’ markets (first mover advantage)

DiscoverNew geographies (for the sales manager)Socio-economic segments (for the market planner)Relevant income segments (for product planning and pricing)Economic and Financial indicators (for retaining or building that edge)

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CoverageCoverageConsumer MarketConsumer DemographyConsumer ExpenditurePsychographicsGrowth RatesHousing StatusMarket Characteristics

Finer Distribution in Upper Income SegmentHousehold Size, Age & Gender DistributionEmployed Members in HouseholdsMotor Vehicles PenetrationOther Assets PenetrationMedia ConsumptionLife Stage Distribution of Chief Wage EarnersEmployment & Education Status of Chief Wage Earners

Very fine Distribution in Upper Income Segment

47 parameters in Basic version and a further 98 parameters in Premium Version

A further 142 parameters in Premium Plus Version

A further 6 parameters in Premium Gold Version

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The Top City MarketsThe Top City MarketsUrban Agglomeration Markets (6)

•NCR•Mumbai Metropolitan Region•Greater Kolkata Region•Bangalore Metropolitan Region•Greater Chandigarh Region•Greater Pune Region

Other City Markets (34)

Delhi, Gurgaon, Ghaziabad, Noida, Faridabad, Mumbai, Outer Mumbai, Chandigarh, Outer Chandigarh, Bangalore, Outer Bangalore, Chennai, Kolkata, Outer Kolkata, Hyderabad, Ahmedabad, Guwahati, Patna, Mysore, Thiruvananthapuram, Indore, Bhopal, Kochi, Coimbatore, Nagpur, Amritsar, Ludhiana, Jaipur, Kanpur, Lucknow, Ranchi, Jamshedpur, Surat, Vadodara

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ParametersParametersConsumer Demography

•Population•Households•Households in each income bracket.•Population in each income bracket.•Household size, Gender, Age Distribution•Number of earning members in a household

Consumer Demography

•Population•Households•Households in each income bracket.•Population in each income bracket.•Household size, Gender, Age Distribution•Number of earning members in a household

Consumer Markets

•Annual Household Income, Savings, Expenditure across each income bracket •Annual Market Size across

•Food Products, FMCG products, Durables, •Clothing & Footwear, Miscellaneous Goods & Services•Further drilled in to 21 categories (urban only)

•Socio-Economic Classification of households (5 SEC)• Distribution of Households & Population in 15 consumer segments (by Chief wage earners SEC profile and 3 life stages)

Consumer Markets

•Annual Household Income, Savings, Expenditure across each income bracket •Annual Market Size across

•Food Products, FMCG products, Durables, •Clothing & Footwear, Miscellaneous Goods & Services•Further drilled in to 21 categories (urban only)

•Socio-Economic Classification of households (5 SEC)• Distribution of Households & Population in 15 consumer segments (by Chief wage earners SEC profile and 3 life stages)

Asset Penetration & Media Habits Asset Penetration & Media Habits

Over 290 parametersFor top 40 City Markets

Over 290 parametersFor top 40 City Markets

Psychographics: Indices on

•Youthfulness•Experimentation•Westernization•Cosmopolitan•Gender Equality

Psychographics: Indices on

•Youthfulness•Experimentation•Westernization•Cosmopolitan•Gender Equality

Other Parameters: • Annual Growth Rate of Population, Employment, Credit & Deposit•Education Status of Chief Wage Earners•Employment Status of Chief Wage Earners •Housing Status •Market Characteristics related to :

• Transportation• Energy Distribution• Education• Malls & Multiplexes• Health Facilities• Starred Hotels• Financial Service Outlets• Offices of Companies• Car & Two wheeler Dealers• Retail Establishments (by types)

Other Parameters: • Annual Growth Rate of Population, Employment, Credit & Deposit•Education Status of Chief Wage Earners•Employment Status of Chief Wage Earners •Housing Status •Market Characteristics related to :

• Transportation• Energy Distribution• Education• Malls & Multiplexes• Health Facilities• Starred Hotels• Financial Service Outlets• Offices of Companies• Car & Two wheeler Dealers• Retail Establishments (by types)

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Product Versions AvailableProduct Versions Available

• Basic – Households, Population across income groups (Rs<75k, 75-150k, 150k-300k,>300k), Income, Savings, Expenditure (Food, FMCG, Durables, Clothing & Footwear, Misc. Goods & Services), SEC distribution, Gender distribution, Psychographics.

• Premium – Basic + additional income breakup (Rs 300k- 500k, 500k-1000k, >1000k), Age distribution (3), Household Size (2), Expenditure on 21 categories, Annual growth rate of population, employment, credit & deposit, Housing Status, Market Characteristics (total across categories).

• Premium Plus – Premium + additional income breakup (Rs1000k – 2000k, >2000k), Household size (6),Age distribution (7), Earning members, Minors & senior citizens, Asset penetration, Media Consumption, Distribution of households and population across 15 segments based on the CWEs life stage and SEC, Employment Status of CWE, Market Characteristics (total across categories & break up of retail).

• Premium Gold – Premium Plus + additional income breakup (Rs 2000k- 5000k, 5000k-10000k, >10000k)

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WhyWhySurveys vs. Estimations: The problems and pitfalls of overdependence on surveys

Surveys lie at the core of all economic and market estimates. However, surveys have certain flaws that serious researchers are aware of. Some of the more common problems are:

Under-reporting – when information on certain segments is less than

its importance/share in the populationOver-reporting – when information on certain segments is more than

its share/importance in the populationMis-reporting – when information is not correctly reported/entered

Inappropriate sampling – when sample is not representative of the

population characteristicsWeighting – when incorrect proportions are imposed on certain

segments in the sample to get the population averages/levels

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How How The Indicus Methodology:

Follows techniques of economic research as well as the latest in small area estimation techniques to develop robust estimates.

What differentiates Indicus from others is our focus on economic research and an understanding of India’s economic structure at the micro level. This enables us to drill down to finer and finer economic-geographic-demographic cuts.

The Indicus Methodology:

Follows techniques of economic research as well as the latest in small area estimation techniques to develop robust estimates.

What differentiates Indicus from others is our focus on economic research and an understanding of India’s economic structure at the micro level. This enables us to drill down to finer and finer economic-geographic-demographic cuts.

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How How

Access to raw databases that contain information on socio-economic characteristics and economic activities of households - Income, Expenditure, Saving, Demography, Asset, Gender, Education, Employment, Trends, Age, Family, etc.

Raw Primary Data

Indicus proprietary, National Sample Survey,National Family and Health Survey, DistrictLevel HouseholdSurvey, etc.

Raw Primary Data

Indicus proprietary, National Sample Survey,National Family and Health Survey, DistrictLevel HouseholdSurvey, etc.

Basic Database

Contains information on allhousehold types acrossgeographic and demographicsegments.

Basic Database

Contains information on allhousehold types acrossgeographic and demographicsegments.

Final Products

Market Skyline – Districts, Towns, Rural blocksConsumer Spectrum – SEC,Life Stage, CombinationsExpenditure SpectrumCity Skyline - Neighbourhood

Final Products

Market Skyline – Districts, Towns, Rural blocksConsumer Spectrum – SEC,Life Stage, CombinationsExpenditure SpectrumCity Skyline - Neighbourhood

Find Patterns with EconometricsFind relationships between individual and household characteristics. Estimate under and unreported information using these relationships.

The full range of household and individual types is available for further analysis. This requires that for each district and sub-district geographical unit of interest there are enough data-points for robust results..

The internal structure of the database issynchronous with the economic structure of the location; moreover, the better weighting scheme ensures representative-ness across fine geographic and consumer segments.

• Representative• Fine Segments •Robust and up-to-date • Validated withall known info on Indian economy andconsumer markets •

Core Database

Augmented Database With appropriate weights relevant at national, state, district, sub district, city andneighbourhood level.

Core Database

Augmented Database With appropriate weights relevant at national, state, district, sub district, city andneighbourhood level.

Calibration & Distribution AnalysisEconomic and socio-economic distributions are comparable with credible known information - National Accounts, Registrar General of India, etc.

Cluster using Neural NetworksFind common patterns across geographical andconsumer cuts; validate with Indicus data on district economic structure to derive appropriate weights.

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Users and UsesUsers and UsesMarketing Managers — Identify appropriate markets to target Sales Teams — Distinguish between new markets where networks need

to be built and old ones where channels need to be strengthenedMarket Strategists — Prioritize locations for more effective consumer

targetingBanking — Find areas with poor credit penetration and unmet credit

demand.Insurance – Identify locations that have the most appropriate socio-

economic and income profile for different insurance productsAsset Management Companies – Locations and consumer groups

there-in with rapidly growing incomes and with best savings profilesReal Estate Developers — Focus on areas with unmet housing demand

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For query or placing orders please contact

Indicus Analytics Pvt. Ltd.2nd Floor, Nehru House,4 Bahadur Shah Zafar MargNew Delhi- 110002.Phone: 91-11-42512400/01E-mail: products@indicus.netwww.indicus.net