Todays Session

Todays SessionMarket Prioritization TG DefinitionWhat?

Why?

When?

Who?

How?

Data SourcesPrimary Sales

Retail off-take

Product Linkage

- With > 5500 towns, 6 lakh+ villages, India is more a continent than a country. Differences across each market, makes planning & prioritization a challengeMarket Contribution & GrowthMarketSales units(2011)% Sales contributionSales units (2010)% GrowthA10,000209,00011B25,0005021,74015C7.000145,18535D8,000165,51745Total50,00010041,44221Competition & Market ShareMarket S A L E S% MS Brand X % Market Contribution Brand XBrand XBrand YBrand ZCategoryA4751772178695532B43295578921762030C31546954213262422D242651294365616Total 146416661677480730100Category SizeMarketSALE S% MS Brand X% Market Contribution Brand X% Category sizeBrand XBrand YBrand ZCategoryA475177217869553218B4329557892176203045C3154695421326242228D2426512943656179Total 146416661677480730100100BDI & CDIIt is a more evolved form to prioritize marketsBrand Development Index & Category Development Index incorporates the per capita consumption to SalesTwo markets may have the same contribution but if the Sales per capita is higher in one of the markets, investments will higher ROI

Formula for BDI & CDIBDI = Brand Sales Salience / TG Salience X 100CDI=Category Sales Salience /TG Salience X 100State% DispersionBDICDICategoryBrandTGBihar14.7103.8263387AP11.88.711.476103Maharashtra9.39.35.7163163NE7.63.36.7??Himachal2.72.83.8??Index < 100 indicates scope for Market development. Index > 100 indicates developed MarketIndex & TaskLarge MarketBDI > CDI: Big fish in a big pondConsolidate or Maintain2. BDI < CDI: Small fish in a big pondGrowSmall MarketBDI > CDI: Big fish in a small pondMaintainBDI < CDI: Small fish in a small pondIgnore