Multi-Variable Segmentation

One of the recent developments in multivariable segmentation is geodemographic segmentation.

MULTIVARIABLE SEGMENTATION
Tools Developers

Thompson Rural Market Index (TRMI)

MICA Rural Market Ratings (MRMR)

Hindustan Thompson Associates Ltd

Mudra Institute of Communications, Ahmedabad (MICA)

LinQuest
Relative Development Index Ogilvy Radar R-panel Socio-economic classification (SEC)

Initiative Media of Lintas

Centre for Monitoring Indian Economy (CMIE) Ogilvy ORG-MARG NCAER Media Research Users Council (MRUC) and Indian Readership Survey (IRS)95

Household Potential Index (HPI)

Hansa Research for Media Research Users Council (MRUC)

Thomson Rural Market Index

Hindustan Thompson Associates Ltd developed TRMI as a guide to segment markets in the rural areas in 1972 and improved it in 1986. They compiled a data out of 335 districts, based on 26 variables. They collected the value of agricultural output data for each district.

 It is considered to be the overall indicator of rural market potential as it has strong correlation with 10 selected agriculture related variables. Agricultural Labourers Gross Cropped Area Gross Irrigated Area Area under Non food crop

Pump Sets Fertilizer Consumption Tractors Rural Credit, Rural Deposits,Villages Electrified. Based on Index number, districts have been classified as A B C D E class of markets.

A 60-100 No of Districts 22 B40-59.99 39 C30-39.99 54 D20-29.99 86 E<20 154

17.8% of market 20.5% 20.4 23 18.3

Lin Quest
Initiative Media developed Lin quest, a software package that provides marketers with data on rural India. The data can be sorted on 5 parameters : Demographic Agricultural Income Literacy and Civic Amenities

 Depending upon the product being launched, ,marketers will be interested in certain parameters such as literacy levels, male female ratios, bank deposits, income levels, accessibility, dispensaries, schools, distance from near town. It allows marketers to assign a weighted average on each of these.

 The package then lists all the places that satisfy the marketers criteria. EG- For the rural launch of a regional daily newspaper, the parameter could be villages (>10000Pop), income (>2000),distance (<45) and literacy levels. Lin quest provides a list of districts and villages within the district.

 MICA has developed MICA Rural market Rating.It is available in a CD-ROM with digital maps and provides the relative market potential of a particular district. The ratings have been arrived at by using six parameters: Total Value of Agricultural Output Bank Advances, Cropped Area, Irrigated Area,Number of Fertilizers, Fertilizer Consumption. It also highlights the rural HAATS-when and where they are held and proximity to the centre by rail and road.

MICA Ratings

Relative Development Index

Relative Development Index by CMIE is a comparative index of Socio-Economic development generated by the Centre for Monitoring of Indian Economy with index for India as base of 100. Karimganj District stands at 39 in comparison to 54 for state (Assam) and 100 for India. Geographical remoteness from the main part of the country coupled with poor communication and other infra-structural facilities are the main factors behind the low level of development.

O&M
Ogilvy and Mather (O&M) India, a subsidiary of WPP group is one of the leading advertising agencies in India having a presence since 1928. The company in India operates with offices located in all the major cities. The focus areas include Advertising, Direct Marketing, Public Relations.

 O&M has been active to introduce its global practices in the country. The company was the first to set up divisions for Public Relations, Direct Marketing, Event Management, Business-to-Business, Outdoor and Rural Outreach which gave the firm a clear advantage over the other players. The subsidiary in the country has specialized divisions for various sectors of advertising. O&M over the years has been a pioneer in the out-of-home advertising sector with: Ogilvy Landscapes, specialist in outdoor media; Ogilvy Outreach, the rural communication specialist division, which services rural India and the low income consumer; Ogilvy Live, the ground-level brand communications division; and Ogilvy Signscapes, the retail brand identity division.

ORG MARG
Having realized the importance of Rural Markets, ORG MARG, the well known MR firm launched a new consumer panel (R) to track the rural buying behaviour.It is largest consumer panel in the country which covers 20000 households in 1000 villages randomly selected from 215 districts across the country.The information on monthly purchases on 32 FMCGs is collected from these household every month.

 Socio Economic Classification Already discussed. By NCAER By Media Research Users Council (Household Potential Index by HANSA Research, Indian readership Survey and Indian Outdoor Survey)