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The Marketing whitebook 2010-2011 India One stop guide for marketers

The Marketing whitebook 2010-2011 India One stop guide for marketers

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  • 1. CONTENTSSpending Patterns across SECs Essay: Understanding Consumer India by Rama Bijapurkar ..................................................45 Consumer India in Terms of Income Quintiles ............................................................................46 The Urban vs. Rural Income Index....................................................................................................48 Urban Consumers ......................................................................................................51 SECs in the Total Urban Population..................................................................................................52 Average Monthly Household Incomes of Urban SECs ..............................................................52 Distribution of Monthly Household Incomes of Urban SECs ................................................53 The New Urban Indian Consumer Pyramid ..................................................................................53 Ownership of Asset Categories at the Household Level..........................................................54 Ownership of Various Vehicles at the Household Level ..........................................................55 Ownership of Popular Physical Assets/Durables at the Household Level ........................55 Ownership of Popular Financial Assets at the Household Level ..........................................56 House Ownership Levels and Type of House ..............................................................................56 Average Allocation of Household Expenditure among Major Spends* ............................56 District/Town Class by Population Size ..........................................................................................58 Educational Level and Occupation ..................................................................................................59 Gender of Chief Wage Earner ............................................................................................................60 Age of Chief Wage Earner ....................................................................................................................60 Preferred Language of Chief Wage Earner ....................................................................................61 Marital Status of Chief Wage Earner ..............................................................................................61 Top 5 Priorities across SECs ................................................................................................................61 Top 5 Luxuries across SECs ..................................................................................................................62 Top 10 Necessities across SECs1 ........................................................................................................63 Top 5 Attributes Defining Social Status..........................................................................................64 Personality Orientation across SECs ................................................................................................65 Active Members of Professional Associations/Community Clubs/ Religious Groups ........................................................................................................................67 Technology Orientation across SECs ..............................................................................................69 Indoor Entertainment Activities/Pastimes ....................................................................................70 Top 5 Hobbies and Interests ..............................................................................................................71Businessworld Marketing Whitebook 2010-2011 15
  • 2. Contents Top 10 Preferred Attributes While Buying Products/Services ................................................73 Usage of Various Media at Home......................................................................................................74 Most Trusted Medium for Information on Products/Services ................................................74 Top 5 Lifestyle Diseases ........................................................................................................................75 Media Overview - All Metros........................................................................................................76-78 Ownership of Consumer Durables - All Metros ....................................................................79-81 Rural Consumers ......................................................................................................82 Educational Level of the Homemaker vs. Product Penetration (%) ....................................82 Exposure to TV & Cable & Satellite (C&S) vs. Consumer Durables Penetration (%)........83 Exposure to TV & Cable & Satellite (C&S) vs. FMCG Penetration (%)....................................83 Gender Literacy among 12 Years + Individuals (%)....................................................................84 Highest Educational Level in a Household - 10th Grade & Above (%)................................84 Homemaker Literacy (%)......................................................................................................................85 TV Ownership (%) ..................................................................................................................................85 Cable & Satellite (C&S) Availability (%)............................................................................................86 Penetration of Consumer Durables (%) ..........................................................................................87 Penetration of Food and Beverages (%) ........................................................................................87 Penetration of Personal and Household Products (%)..............................................................88 Global Outlook ..........................................................................................................89 Consumer Confidence Index ........................................................................................................... ..90 Actions in June 09 vs Predicted Actions in March 09 (%) ........................................................91 % Utilising Spare Cash after Covering Essential Expenses ......................................................91 Analysts View: Striving for a Better Life by Santosh Desai ......................................................92Growth in the Consumer Markets Essay: The Resurgent Tiger by Ramesh Srinivas ..........................................................................97The Food and Beverages Industry ................................................................................102 Food Consumption in India..............................................................................................................102 Share in Total Consumption across Product Categories........................................................104 Change in Overall Consumption Spends across Product Categories (USD billions) ............................................................................................................................104 Expected Growth of Food Private Final Consumption Expenditure (PFCE) ..........................................................................................................................................105 Indias Rank Relative to the World in Various Agri-products ................................................106 16 Businessworld Marketing Whitebook 2010-2011
  • 3. Contents Market Size and Composition of Fruits and Vegetables ........................................................106 Spends on Agri-products (USD millons) ......................................................................................107 Market Size and Composition of Dairy Products......................................................................107 Milk and Milk Products Production in India ..............................................................................108 Spends on Milk and Milk Products (USD millions) ..................................................................108 Milk and Milk Products Processing Statistics, India ................................................................109 Total Meat Statistics in India ............................................................................................................110 Market Size and Composition of Buffalo Meat and Poultry Products ..............................111 Broiler Meat and Beef Production vs. Consumption in India ..............................................111 Fish and Fisheries Products Processing Statistics, India ........................................................112 Market Size and Composition of Fish and Marine Products ................................................113 Spends on Meat and Marine Products (USD millions)............................................................113 Awareness of New Food Types ......................................................................................................114 Meals Consumed Over a Week........................................................................................................114 Most Important Meal to Stay in Good Health............................................................................115 Incidence of Consuming Egg in any form in the Course of a Month................................115 Indian Food Industry (USD billions) ..............................................................................................116 Incidence of Ordering in/ Eating out Chaat Items -in the Course of a Month ..........116 Indian Food Processing Industry ....................................................................................................117 Processed Food Output......................................................................................................................118 Packaged Food Industry ....................................................................................................................118 Market Size and Composition of Packaged Foods ..................................................................119 Segments Contributing to the Growth of the Packaged Food Industry (%)..................119 Growth Trend of the Packaged Food Industry ..........................................................................119 Market Segmentation in Confectionery ......................................................................................120 Confectionery Market Size (by Volume) ......................................................................................120 Confectionery Market Size (by Value) ..........................................................................................120 Indian Soft Drink Market by Volume (litres billion)..................................................................121 Forecast Off-trade vs. On-trade Sales of Soft Drinks (as Sold) by Channel: % Volume Growth 2008-2013 ............................................................................................121 Forecast Off-trade Sales of Soft Drinks (as Sold) by Region: Volume 2008-2013 ........122 Forecast Off-trade Sales of Soft Drinks (as Sold) by Sector: Volume 2008-2013 ..........122 SWOT Analysis ......................................................................................................................................123Businessworld Marketing Whitebook 2010-2011 17
  • 4. Contents Indian Alcoholic Drinks Market ......................................................................................................124 Indian Spirits Market Value ..............................................................................................................124 Indian Beer Market Value ..................................................................................................................124 Indian Wine Market Value..................................................................................................................124 Wine Consumption - Volume and Growth..................................................................................124 Wine Consumption Across Cities and Segments......................................................................125 Domestic Production of Wine - Volume and Growth..............................................................125 Imported Wines - Volume and Growth ........................................................................................126 Forecast Sales of Health and Wellness Food and Beverages by Sector: Value 2008-2012 ......................................................................................................................128 Indias Food and Drink Trade............................................................................................................129 Forecast Units, Transactions and Value Sales in Consumer Food Service - 2008-2013 ................................................................................................................130 Market Size and Growth in Warehousing Space (USD billions) ..........................................130The Automobile Industry ........................................................131 Domestic Sales Trend of Automobiles (FY09) ............................................................................132 Share of the Various Automotives..................................................................................................135 Passenger Vehicles (PVs): Domestic Sales Trend (FY09) ........................................................136 Passenger Cars: Segment-wise Y-o-Y Domestic Sales Growth (FY09)...............................136 PVs: Domestic Sales by Manufacturers ........................................................................................137 PVs: Manufacturers Exports Share (FY09) ..................................................................................138 PV Industry Growth Drivers ..............................................................................................................138 Share in New Passenger Car Sale by Fuel Type ......................................................................139 Growth of Commercial Vehicles......................................................................................................140 Demand Potential of Buses ..............................................................................................................140 Goods Carrier: Segment-wise Domestic Sales Trend (FY09) ................................................141 Light Commercial Vehicle (LCV) Goods Carrier: Segment-wise Y-o-Y Domestic Sales Growth (FY09) ..........................................................................................142 Medium and Heavy Commercial Vehicle (MHCV) Goods Carrier: Y-o-Y Segment-wise Domestic Sales Growth (FY09) ..................................................142 Commercial Vehicle (CV): Segment-wise Y-o-Y Exports Growth (FY09) ..........................142 (CV): Tonnage-wise Y-o-Y Exports Growth (FY09) ....................................................................143 Domestic Sales Y-o-Y% Growth ......................................................................................................143 Domestic Annual CV Sales Outlook ..............................................................................................144 18 Businessworld Marketing Whitebook 2010-2011
  • 5. Contents Percentage Share of Each Sub-segment within Two-Wheelers (FY09) ..........................145 Two-Wheeler Sales Declined in 2007 but the Industry is Recovering Since 2008 ......145 Motorcycles: Segment-wise Y-o-Y Domestic Sales Growth (FY09) ....................................146 Domestic Market Share by Volume: (FY09) ................................................................................147 Three-Wheelers: Domestic Sales Trend (FY09) ..........................................................................147 Sale of Auto Components ................................................................................................................148 Auto Component Exports ................................................................................................................148 Geographic Distribution Spanning a Huge Customer Base in Rural Areas.................... 149 Percentage of Households in Each Income Category.............................................................150 Rural vs. Urban Penetration of Selected Products ..................................................................151 Examples of Companies Sourcing Components Either from Local Suppliers or One’s Own Manufacturing Facilities ....................................................................152 Companies Sourcing/Planning to Source Completely Built Units (CBUs) from India 152 Expected Growth Rates in FY2010 ................................................................................................154 FMCG and Consumer Durables ................................................155 FMCG Industry is Expected to Triple in Size by 2018 ..............................................................155 FMCG Industry Category Breakup..................................................................................................156 FMCG Sector Growth ..........................................................................................................................156 Category Penetration in India..........................................................................................................158 Growth Drivers ......................................................................................................................................158 Share of Wallet ......................................................................................................................................159 Rising Urbanisation..............................................................................................................................160 Growth of Retail (US$ billions) ........................................................................................................160 Investments by Retail Format - 2007-2014 ................................................................................161 FMCG Share in Modern Retail ..........................................................................................................161 LCD TV Demand in the World ..........................................................................................................162 Projected Scenarios in the FMCG Industry, 2008-2013 ..........................................................162 Ownership of Consumer Durables by Households - Urban India ............................166-169 Ownership of Consumer Durables by Households - Rural India ..............................170-173 Ownership of Consumer Durables by Households - All India ....................................174-177 Forecast Sales of Consumer Electronics by Sector - Volume 2008-2013 ........................178 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown - 2008-2013 ........................................................................................................178Businessworld Marketing Whitebook 2010-2011 19
  • 6. ContentsPersonal Care and Accessories ................................................179 Forecast for the Colour Cosmetics Market (Million US$), 2009-2012................................179 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013 ..........................180 Forecast Sales of Cosmetics and Toiletries by Region: Value 2008-2013 ........................181 Percentage-wise Consumption of Skin Creams/anti-creams/liquids by Urban Households ..................................................................................................................181 Percentage-wise Consumption of Skin Creams/anti-creams/liquids by Rural Households, 2007-09 ..................................................................................................182 Usage of Hair Oils/Dressings in Urban India: % of Volumes, 2007-09 ..............................183 Percentage-wise Usage of Hair Oils/Dressings by Rural Households, 2007-09 ............184 Usage of Hair-wash Products in Urban India: % of Volumes, 2007-09 ............................185 Percentage-wise Usage of Hair-wash Products by Rural Households, 2007-09............186 Forecast for Toothpaste Market (Million US$), 2009-2012 ....................................................186 Usage of Dentifrices in Urban India: % of Volumes, 2007-2009..........................................187 Percentage-wise Usage of Dentifrices by Rural Households, 2007-2009 ........................187 Usage of Toothbrushes in Urban India: % of Volumes, 2007-2009 ....................................188 Percentage-wise Usage of Toothbrushes by Rural Households, 2007-2009 ..................189 Forecast for Toothbrush Market (Million US$), 2009-2012....................................................189 Forecast for the Spa Market (Million US$), 2009-2012 ..........................................................190 Forecast for Gold Jewellery Sales (Billion US$), 2009-10 to 2011-12 ................................190 Forecast for Share in World Gold Consumption (2012).........................................................192 Forecast for Diamond Jewellery Market (Billion US$), 2009-10 & 2010-11 ....................192Baby Care and Products ..........................................................193 Forecast Sales of Baby Care by Sub-sector: Value (2008-2013) ..........................................193 Forecast Baby Care Premium Versus Mass % Analysis (2008-2013) ..................................194 Diapers Market (Rs. Crore), 2008 and 2009 ................................................................................195 Share of Brands in Diapers Market (2008) ..................................................................................195 Forecast for Diapers Market (Rs. Crore), 2008 & 2009 ............................................................196 Skin Care Market (Rs. Crore), 2008 & 2009 ..................................................................................196 Forecast for Skin Care Market (Rs. Crore), 2010-2013 ............................................................196 Baby Skin Care Brand Shares by Retail Value, 2007-2008 (% Retail Value RSP) ............197 Forecast Sales of Baby Care by Sub-sector: % Value Growth (2008-2013)......................197 Forecast Sales of Toys and Games by Sector: Value (2008-2013)........................................198 20 Businessworld Marketing Whitebook 2010-2011
  • 7. Contents Sales of Toys and Games by Distribution Format: % Analysis 2004-2009 ......................198 Forecast Sales of Toys and Games by Sector: % Value Growth (2008-2013) ..................199 Toys and Games Company Shares by Value 2004-2008................................................201-202 Forecast Sales of Toys and Games by Sector: Value 2009-2014 ..........................................204 Analysts View: Golden Geese, Steel Safes - The Evolving Consumer Market by Devangshu Dutta ..........................................................................................................................206 Consumption Patterns and Trends in the Services Sector Essay: The Emerging Breed of Service Brands by Swapan Seth ..........................................211 The Media and Entertainment Industry ..................................214 Size of the Indian Media & Entertainment (M & E) Industry ................................................216 Share of Channel Genres at All India Level ................................................................................217 Pay Direct to Home (DTH) Subscriber Base ................................................................................218 Cable Households in India ................................................................................................................218 Internet Protocol Television (IPTV) Subscribers ........................................................................219 Average Time Spent Watching Television....................................................................................219 Distribution of TV Households ........................................................................................................222 Size of Indian Television Industry ..................................................................................................222 Projected Growth of Television Distribution, Advertising and Content - 2009-2013............................................................................................................................223 Projected Growth of TV, Pay TV, Cable TV and DTH Households - 2009-2013 ..............224 Projected Size of Indian Print Media Industry ..........................................................................225 Print Advertising Sectors by Volumes ..........................................................................................226 Print Media Break-up by Segments ..............................................................................................226 Projected Growth of Newspaper and Magazine Publishing - 2009-2013 ......................227 Projected Growth of Print Industry Advertising and Circulation - 2009-2013 ..............227 Ratio of Local to National Advertisements on Radio ..............................................................228 Size of Indian Radio Industry ..........................................................................................................228 Projected Growth of Indian Radio Industry................................................................................229 Size of Indian Music Industry ..........................................................................................................230 Projected Growth of Indian Music Industry - 2009-13 ..........................................................230 Size of Indian Animation Industry..................................................................................................231 Size of Indian Gaming Industry ......................................................................................................232Businessworld Marketing Whitebook 2010-2011 21
  • 8. Contents Projected Growth of Indian Animation and Gaming Industry 2009-13 ..........................234 Size of Indian Film Industry ..............................................................................................................235 Number of Multiplex Screens ..........................................................................................................236 Composition of Film Revenues........................................................................................................237 Projected Growth of Indian Filmed Entertainment Industry-2009-13..............................238 Projected growth of Indian Internet Advertising Industry-2009-13 ................................240 Projections for Major Sectors in the M & E Industry - 2009-2013 ......................................240 Outlook for the Indian M & E Industry 2009-2013 ..................................................................241Healthcare and Wellness Services............................................243 Average Annual Growth Rate in Healthcare Infrastructure Expenditure (2009-2013) ......................................................................................................244 Cumulative Expenditure on Healthcare Infrastructure ..........................................................245 Ratio of Forecast Cumulative Expenditure on Healthcare to the Forecast Average for All States (2009-2013)....................................................................................246 Individual Needs are Influenced by Changing Lifestyle Trends..........................................247 Changes in Needs and Consumption Patterns ..........................................................................248 Expected Double Digit Growth Potential for Most of the Core Segments and Sub-segments in the Wellness Space ............................................................249 Growth to be Aided by the Large Base of Addressable Retail Consumer Class............250 Non-Compensation Expenses (NCE)* ..........................................................................................251 Growth is Being Augmented by Strategic Alliances across the Value Chain ................252 The Wellness Economy in India ......................................................................................................253 Key Challenges in the Wellness Space .........................................................................................255 Sales of OTC Healthcare by Sector: Value 2008-2013..............................................................257 Sales of OTC Healthcare by Region: Value 2008-2013 ............................................................258 Sales of OTC Healthcare by Region: %Value Growth (2008-2013) ....................................259Hospitality and Tourism Services ............................................261 Indian Hospitality Industry Outlook..............................................................................................261 Market Size and Projections* ..........................................................................................................262 Market Size and Projections of the Restaurant Sector* ........................................................262 Quick Service Restaurants (QSRs) in India ..................................................................................263 Growth of Retail vs Retail and Healthcare ..................................................................................263 22 Businessworld Marketing Whitebook 2010-2011
  • 9. Contents Investment Needs ................................................................................................................................264 Incentives at Central and State Level............................................................................................265 Contribution of the Hospitality Sector to GDP..........................................................................266 Changing Consumer Dynamics and Ease of Finance ............................................................266 FDI Inflow Break-up ............................................................................................................................267 Credit Card Base in 2008....................................................................................................................267 Domestic Tourist Arrivals ..................................................................................................................268 International Tourist Arrivals ............................................................................................................268 Current Supply of Hotel Rooms ......................................................................................................269 Gap in the Number of Hotel Rooms ............................................................................................269 Indias Share in the Global Medical Tourism Market (2008)..................................................271 Hospital Market in India (billion US$), 2008 and 2012 ..........................................................271 Forecast for Indias Share in the Global Medical Tourism Market ......................................272 Key Operating Characteristics by Major City - Occupancy ..................................................272 Key Operating Characteristics by Major City - Average Rate ..............................................273 Growth of Room Supply - India (1998/99-2013/14) ..............................................................274 Reasons for Eating Out ......................................................................................................................275 Online Market Share by Channel....................................................................................................276 Market Size and Growth ....................................................................................................................276 Online Travel ..........................................................................................................................................276 Growing Internet Users ......................................................................................................................277 Urban vs. Rural Split ............................................................................................................................277 Package Resellers Commission ......................................................................................................277 Online Ticket Booking - From Air to Non-air Segments ........................................................279 Revenues of Major OTAs (March 2008) ........................................................................................280 Global Distribution Systems (GDS) Market Share - India ......................................................280 Barriers to OTA Usage Amongst Non-users of the Category................................................281 Drivers of Brand Equity ......................................................................................................................282 Retail Services ........................................................................283 Organized Retail Penetration - Gap Created by Slowdown..................................................283 Year-on-Year Net Sales Growth........................................................................................................284 Operating Profit Margin ....................................................................................................................284 Net Profit Margin ..................................................................................................................................285Businessworld Marketing Whitebook 2010-2011 23
  • 10. Contents Rentals Eating into Profit Margins of Retailers ..........................................................................288 Classification of Cities and Towns ..................................................................................................289 Buying Power is Concentrated in 8 Tier-1 Cities Today ..........................................................290 KPMG Research on Consumer Markets ........................................................................................291 Retailers will Need to be Famous for Something ..................................................................292 Share of Wallet in India is Shifting from Food to More Discretionary Spending ..........293 Fresh Food, Ethnic Apparel and Mobile Electronics will be Key Categories for Organized Retail ................................................................................................................294 Indias Apparel Market is Dominated by Mens Wear ............................................................295 Non-food Categories will Lead the Shift to Organized Retail ..............................................296 Organized Retail Penetration ..........................................................................................................296 Share in Retail ........................................................................................................................................297 Modern Retailing to Touch $170 Billion by 2018......................................................................298Domestic BPO Services ............................................................299 The New Economies of the Indian BPO Industry......................................................................300 Vertical Sector-wise Analysis of Domestic BPOs ......................................................................301 Manpower Employed by Vertical....................................................................................................301 Market Share of Third-party Service Providers ..........................................................................303 Current and Projected Cost Structure of the Domestic Market (% of Revenue) ..........304 Key Industry Metrics............................................................................................................................305 Projected EBITDA Margins for Domestic BPOs ........................................................................306 Domestic BPO Revenues from Telecom ......................................................................................306 Manpower Employed by Telecom BPO ........................................................................................307 Domestic BPO Revenues from Banking ......................................................................................307 Manpower Employed by Banking BPO ........................................................................................308 Insurance Industry Growth by Premiums Collected................................................................308 Domestic BPO Revenue from the Insurance Sector ................................................................309 Manpower Employed by BPOs in the Travel Sector ................................................................309 Domestic BPO Revenue from the Travel Sector ........................................................................310 Projected Domestic BPO Revenue from Customer Care ......................................................310 Projected Domestic BPO Revenue from Sales and Marketing ............................................311 Projected Domestic BPO Revenue from Finance and Accounting ....................................311 Analysts View: Everything as a Service by Premjeet Sodhi ................................................312 24 Businessworld Marketing Whitebook 2010-2011
  • 11. Contents Youth Spends in India Essay: Emerging Youth Trends by Neerja Wable and Radhika Shapoorjee ....................317 Weekly Spends by Teens ........................................................................................324 Average Weekly Money Received and Money Spent..............................................................325 Division of Money Received Range-wise ....................................................................................325 Amount Spent on Key Categories by Boys ................................................................................326 Amount Spent on Key Categories by Girls..................................................................................327 Cell Phone Usage ....................................................................................................327 Cellphone Ownership (%) ................................................................................................................328 Cellphone Activities in Past 30 Days (Number of Times a Month) ....................................328 Top Cell Phone Brands (%) ................................................................................................................328 Means of Transport..................................................................................................329 Driving License Ownership - Motorcycle ....................................................................................329 Means of Transportation....................................................................................................................329 Eating Habits............................................................................................................330 Views on Fast Food ..............................................................................................................................330 Preferred Food when Eating Out - Zone-wise ..........................................................................331 While Watching the Internet ............................................................................................................332 While Watching the TV ......................................................................................................................332 Online Spending ......................................................................................................332 Online Spending Incidence (%) ......................................................................................................333 Things Purchased Online (%) ..........................................................................................................333 Media and the Youth Market ..................................................................................333 Media-wise Characteristics (%)........................................................................................................334 Incidence of Media Usage - Gender-wise....................................................................................334 Favourite Magazines by Gender (%)..............................................................................................335 Favourite Magazines by Zone (%) ..................................................................................................336 Favourite Magazine Sections (%)....................................................................................................336 Newspaper Readership ..........................................................................................336 Newspaper Readership: Town-wise ..............................................................................................337 Time Spent Reading Newspapers (Traditional vs Online) (%) ............................................337 Sections Most Read in a Newspaper (%) ....................................................................................338Businessworld Marketing Whitebook 2010-2011 25
  • 12. Contents TV Viewership ..........................................................................................................338 Favourite TV Channels (%) ................................................................................................................339 Favourite TV Show (%) ........................................................................................................................340 Favourite TV Channels Zone-wise (%) ........................................................................................340 Favourite TV Commercials (%) ........................................................................................................341 Entertainment Online ............................................................................................341 Favourite Online Activities (Number of Times a Month) ...................................................... 342 Exercises and Sports................................................................................................342 Kind of Exercise Done (Gender-wise across SEC A and SEC B) ............................................343 Sports Played by them - Gender and Occupation-wise across SECs ..............................343 Outdoor Sports Played ...................................................................................................................... 344 Favourite Sports - Top 5 ....................................................................................................................344 Preferred Ways of Spending Free Time..................................................................345 Preferred Ways of Spending Time ..................................................................................................345 Top 3 hangouts ....................................................................................................................................346 Saving and Investing ..............................................................................................346 Effect on Category Purchase when Money is Tight (%) ........................................................346 Average Monthly Saving....................................................................................................................347 Brand Building ........................................................................................................348 Top 3 Brands (Categorised by Gender, Age, Socio-economic Class, Town Class)................................................................................................348 Top 5 Brands and Reasons for Choosing Them ........................................................................349 Analysts View: The ‘Generation Next’ in India by Sanjay Tiwari..........................................350The Education Market Essay: Freeing up Education by Bibek Debroy ..........................................................................355 Industry Overview ..................................................................................................363 The Education Industry has been Growing Strongly (USD 50bn)......................................363 Indian Education System ..................................................................................................................364 Education Market Segmentation....................................................................................................365 Total Education Market -Size and Growth ..................................................................................365 Favourable Demographics is a Key Factor Influencing the Higher Education Story ........................................................................................................................367 Demographics Data ............................................................................................................................368 26 Businessworld Marketing Whitebook 2010-2011
  • 13. Contents Demand Supply ....................................................................................................................................368 Type of Institutions across Schools................................................................................................369 Enrolment by Grade Level ................................................................................................................369 Schooling: Enrolment in Grades 1 to 12 ......................................................................................370 Percentage Break-up of Sectorwise Public Expenditure on Education............................370 Projected Growth ................................................................................................................................371 Aggregate Annual Disposable Income (INR tn) ........................................................................371 Distribution of Income Among the Middle Class ....................................................................372 A Public Private Partnership Model ..............................................................................................373 Higher Education ....................................................................................................373 Higher Education Institutes..............................................................................................................374 Import of Education ............................................................................................................................374 Indian Higher Education Segment ................................................................................................375 The Leaders in this Segment............................................................................................................376 Higher Education and Skill Development: Projected Growth ............................................376 Higher Education Market Size and Growth ................................................................................377 Market Segmentation (Higher Education) ..................................................................................377 Skill Development and Vocational Training................................................................................377 Enrolment in Higher Education ......................................................................................................378 Enrolment Levels Across Countries................................................................................................378 Low Public Spending on Higher Education................................................................................379 Annual Public Expenditure on Higher Education per Student ..........................................379 Lack of Co-operation between Government and Private Sector Entities has Hampered Public Private Partnerships....................................................................380 Privatization in India has Emerged in Various Forms ..............................................................381 Distribution of Population Opting for Higher Education ......................................................381 Revenue Generation by Private Players ......................................................................................382 India Lacks Large Players in the Higher Education Market ..................................................382 India: One of the most Promising Global Destinations for Higher Education ..............383 Introduction of an Independent National Commission for Higher Education and Research (NCHER) as the Apex Body in Education ............................................384 Vocational Education ..............................................................................................384 Break-up of Vocational Education by Market Segment ........................................................385 Student Intake Restrictions in First Year of Operations..........................................................386Businessworld Marketing Whitebook 2010-2011 27
  • 14. Contents Share of Labour Force Receiving Vocational Training ............................................................386 Student Intake Restrictions in First Year of Operation ..........................................................387 Norms for Subsequent Years of Operation ................................................................................387 The E-learning Market in India ..............................................................................386 E-learning Market in India (2008-2012e) ....................................................................................387 Online Education ..................................................................................................................................388 Multimedia and ICT in Schools........................................................................................................388 Low Penetration in Schools and Government Initiatives to Promote Computer Education Driving the E-learning Market ................................................388 Government Spends on Sarva Siksha Abhiyan ........................................................................389 Analysts View: Educating India by Sangeeta Goyal ..............................................................390Telecom in India Essay: A Global Telecom Market by Prashant Singhal ............................................................395 Access Services ........................................................................................................399 Subscriber Base and Teledensity - Rural and Urban................................................................399 Market Share - Rural and Urban......................................................................................................400 Composition of Access Subscription - Wireline and Wireless ............................................400 Gross Revenue (GR), Adjusted Gross Revenue (AGR), License Fee (LF) and Spectrum Charges..........................................................................................................401 Access Services - Service Provider-wise Gross Revenue ........................................................401 Category-wise Growth Rate in Access Services ........................................................................402 Category-wise Share in Access Revenue ....................................................................................402 Wireline Services ....................................................................................................402 Wireline Subscriber Base and Teledensity - Rural and Urban ..............................................402 Wireline Market Share - Rural and Urban ....................................................................................403 Number of (PCOs) ................................................................................................................................403 Growth in Wireline Subscribers ......................................................................................................403 Growth in Village Public ....................................................................................................................404 Telephones (VPTs) ................................................................................................................................404 Wireless Services ....................................................................................................404 Wireless on a Roll..................................................................................................................................404 Projected Circle-wise Wireless Subscribers (in millions) ........................................................405 Growth in Wireless Subscribers ......................................................................................................406 28 Businessworld Marketing Whitebook 2010-2011
  • 15. Contents Wireless Subscriber Base and Teledensity ..................................................................................406 Wireless Service: Service Provider-wise Net Additions during the Month......................406 Wireless Market Share - Rural and Urban ....................................................................................407 Rural Subscribers and Market Share..............................................................................................407 Wireless Subscription: GSM vs. CDMA ..........................................................................................408 Wireless Operators Market Share (March 2009)........................................................................408 Internet/Broadband Services ................................................................................408 Penetration of Broadband in Homes and Enterprises ............................................................409 Growth in Internet Users....................................................................................................................410 Trend in Growth of ‘Regular’ Urban Internet Users ..................................................................410 Years of Experience in Using Internet ..........................................................................................411 Growth in ‘Daily’ Internet Users ......................................................................................................412 Current Landscape of Internet Users in India ............................................................................412 Penetration Levels of Internet Users in India ............................................................................413 Ownership of Popular Assets Among Online Indians at the Household level ..............414 Top 10 Most Popular Online Brands (Most Used Websites)..................................................415 Broadband Access -Technologies and Market Share ..............................................................416 Internet Subscriber Base and Market Share of Top 10 ISPs ..................................................417 Wireless Internet Use on the Rise ..................................................................................................418 Broadband Growth to Pick up in India ........................................................................................418 Broadband Connections in 2014 ....................................................................................................419 Expected Number of Users by 2014 ..............................................................................................419 Broadband Roadmap for Inclusive Growth, 2009-2014 ........................................................420 Mobile Value-Added Services ................................................................................420 All India Mobile Subscriber Base ....................................................................................................420 Market Segmentation ........................................................................................................................421 MVAS Market Size and Growth........................................................................................................421 Mobile Advertising Market ..............................................................................................................422 Rural Mobile Subscribers ..................................................................................................................422 Mobile Teledensity ..............................................................................................................................422 Mobile Music Market ..........................................................................................................................423 Mobile Gaming Market ......................................................................................................................423 Forecast for Number of 3G Mobile Subscribers (million units), 2009-2012....................424Businessworld Marketing Whitebook 2010-2011 29
  • 16. Contents Forecast for 3G-enabled Handset Sales (million units), 2009-2012 ..................................424 Average Revenue Per User (ARPUs) and Minutes of Usage (MOU) to Stabilise ............425 Socio-economic Characteristics that Enable Mobile Banking ............................................426 Key Drivers for Adoption of 3G and WinMax in India ............................................................426 The Telecom Tower Industry ..................................................................................427 Tower Requirement Estimates ........................................................................................................427 Majority of Telecom Operators are Using Shared Telecom Infrastructure ......................428 Major Tower Companies in India ....................................................................................................429 Growth in Subscribers(%)..................................................................................................................429 Analyst’s View: Telecom : Where is the Growth Going to Come From? by Anjan Ghosh ........................................................................................................................430 Time Spent by Salesmen/Clerks on the Print Media............................................................... 432 30 Businessworld Marketing Whitebook 2010-2011

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