City Skyline of India


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The City Skyline of India, The City Skyline of India, provides information on different kinds of consumers, market sizes, their income, savings and expenditure patterns. The product covers demography, age distribution, consumer markets – assets owned, socio economic classifications, life stage of chief wage earner, employment status of chief wage earner, consumer psychographics, income categories, earning potential, education, housing, media consumption, market characteristics, among others

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City Skyline of India

  1. 1. City Skyline of India Top 40 City Markets
  2. 2. Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer
  3. 3. Using City Skyline <ul><li>Decipher the Indian consumer markets at high levels of granularity. </li></ul><ul><li>Identify </li></ul><ul><ul><li>Largest markets </li></ul></ul><ul><ul><li>Rapidly growing markets (for repeat buyers) </li></ul></ul><ul><ul><li>Emerging markets (for new buyers) </li></ul></ul><ul><ul><li>The ‘on-the-verge’ markets (first mover advantage) </li></ul></ul><ul><li>Discover </li></ul><ul><ul><li>New geographies (for the sales manager) </li></ul></ul><ul><ul><li>Socio-economic segments (for the market planner) </li></ul></ul><ul><ul><li>Relevant income segments (for product planning and pricing) </li></ul></ul><ul><ul><li>Economic and Financial indicators (for retaining or building that edge) </li></ul></ul>
  4. 4. Coverage Consumer Market Consumer Demography Consumer Expenditure Psychographics Growth Rates Housing Status Market Characteristics Finer Distribution in Upper Income Segment Household Size, Age & Gender Distribution Employed Members in Households Motor Vehicles Penetration Other Assets Penetration Media Consumption Life Stage Distribution of Chief Wage Earners Employment & 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
  5. 5. The Top City Markets <ul><li>Urban Agglomeration Markets (6) </li></ul><ul><li>NCR </li></ul><ul><li>Mumbai Metropolitan Region </li></ul><ul><li>Greater Kolkata Region </li></ul><ul><li>Bangalore Metropolitan Region </li></ul><ul><li>Greater Chandigarh Region </li></ul><ul><li>Greater Pune Region </li></ul><ul><li>Other City Markets (34) </li></ul><ul><li>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 </li></ul>
  6. 6. Parameters <ul><li>Consumer Demography </li></ul><ul><li>Population </li></ul><ul><li>Households </li></ul><ul><li>Households in each income bracket. </li></ul><ul><li>Population in each income bracket. </li></ul><ul><li>Household size, Gender, Age Distribution </li></ul><ul><li>Number of earning members in a household </li></ul><ul><li>Consumer Markets </li></ul><ul><li>Annual Household Income, Savings, Expenditure </li></ul><ul><li>across each income bracket </li></ul><ul><li>Annual Market Size across </li></ul><ul><ul><li>Food Products, FMCG products, Durables, </li></ul></ul><ul><ul><li>Clothing & Footwear, Miscellaneous </li></ul></ul><ul><ul><li>Goods & Services </li></ul></ul><ul><ul><li>Further drilled in to 21 categories (urban only) </li></ul></ul><ul><li>Socio-Economic Classification of households (5 SEC) </li></ul><ul><li>Distribution of Households & Population </li></ul><ul><li>in 15 consumer segments (by Chief wage earners </li></ul><ul><li>SEC profile and 3 life stages) </li></ul>Asset Penetration & Media Habits Over 290 parameters For top 40 City Markets <ul><li>Psychographics: Indices on </li></ul><ul><li>Youthfulness </li></ul><ul><li>Experimentation </li></ul><ul><li>Westernization </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Gender Equality </li></ul><ul><li>Other Parameters: </li></ul><ul><li>Annual Growth Rate of Population, Employment, </li></ul><ul><li>Credit & Deposit </li></ul><ul><li>Education Status of Chief Wage Earners </li></ul><ul><li>Employment Status of Chief Wage Earners </li></ul><ul><li>Housing Status </li></ul><ul><li>Market Characteristics related to : </li></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><li>Energy </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Hospitality </li></ul></ul><ul><ul><li>Financial Services </li></ul></ul><ul><ul><li>Retail Establishments (by types) </li></ul></ul>
  7. 7. Product Versions Available <ul><li>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. </li></ul><ul><li>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). </li></ul><ul><li>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). </li></ul><ul><li>Premium Gold – Premium Plus + additional income breakup (Rs 2000k- 5000k, 5000k-10000k, >10000k) </li></ul>
  8. 8. Why Surveys vs. Estimations: The problems and pitfalls of overdependence on surveys <ul><li>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: </li></ul><ul><ul><li>Under-reporting – when information on certain segments is less than its importance/share in the population </li></ul></ul><ul><ul><li>Over-reporting – when information on certain segments is more than its share/importance in the population </li></ul></ul><ul><ul><li>Mis-reporting – when information is not correctly reported/entered Inappropriate sampling – when sample is not representative of the population characteristics </li></ul></ul><ul><ul><li>Weighting – when incorrect proportions are imposed on certain segments in the sample to get the population averages/levels </li></ul></ul>
  9. 9. 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.
  10. 10. 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, District Level Household Survey, etc. Basic Database Contains information on all household types across geographic and demographic segments. Final Products Market Skyline – Districts, Towns, Rural blocks Consumer Spectrum – SEC, Life Stage, Combinations Expenditure Spectrum City Skyline - Neighbourhood Find Patterns with Econometrics Find 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 is synchronous 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 with all known info on Indian economy and consumer markets • Core Database Augmented Database With appropriate weights relevant at national, state, district, sub district, city and neighbourhood level. Calibration & Distribution Analysis Economic and socio-economic distributions are comparable with credible known information - National Accounts, Registrar General of India, etc. Cluster using Neural Networks Find common patterns across geographical and consumer cuts; validate with Indicus data on district economic structure to derive appropriate weights.
  11. 11. Users and Uses <ul><li>Marketing Managers — Identify appropriate markets to target </li></ul><ul><li>Sales Teams — Distinguish between new markets where networks need to be built and old ones where channels need to be strengthened </li></ul><ul><li>Market Strategists — Prioritize locations for more effective consumer targeting </li></ul><ul><li>Banking — Find areas with poor credit penetration and unmet credit demand. </li></ul><ul><li>Insurance – Identify locations that have the most appropriate socio-economic and income profile for different insurance products </li></ul><ul><li>Asset Management Companies – Locations and consumer groups there-in with rapidly growing incomes and with best savings profiles </li></ul><ul><li>Real Estate Developers — Focus on areas with unmet housing demand </li></ul>
  12. 12. For query or placing orders please contact Indicus Analytics Pvt. Ltd. 2 nd Floor, Nehru House, 4 Bahadur Shah Zafar Marg New Delhi- 110002. Phone: 91-11-42512400/01 E-mail: