Campaign India Team
Jun 13, 2008

RK Swamy unveils new version of Guide to Market Planning

RK Swamy BBDO has launched the latest version of the Guide to Market Planning book. The book has been launched in two volumes along with an interactive CD. The new edition has a composite urban and rural view in two separate volumes.

RK Swamy unveils new version of Guide to Market Planning

RK Swamy BBDO has launched the latest version of the Guide to Market Planning book. The book has been launched in two volumes along with an interactive CD. The new edition has a composite urban and rural view in two separate volumes.

The book has been put together by RK Swamy BBDO's I Natrajan and Gauri Arun. It covers 515 districts, 22 states and 3 union territories. The book ranks 515 districts by market potential value (MPV) and breaks these MPVs into means, consumption, media exposure and market support. It gives an insight to the characteristic of the district and its urban and rural constitutes. It combines 24 indicators covering per capita income, rich households, house ownership, consumption of FMCG products, ownership of durables etc. The guide provides market potential value, market intensity index and media exposure index for each district and for its urban and rural constitute separately.

Speaking at the launch, Srinivasan K Swamy (pictured), chairman and managing director, RK Swamy BBDO, said, "I don't know any marketer in this country who does not find this book extraordinary. We make sure that the statistical framework of the book is responsible. The CD that we give along with the book is extremely useful as it is an interactive CD. Marketers can actually analyse the numbers for the market needs according to their own set of priorities."

Explaining the importance of covering rural markets, I Natrajan, senior advisor, RK Swamy BBDO, said "This time we are covering rural and urban areas both. There are not many people who have studied the potential of the rural market in detail .  The rural market potential is as high as urban. In this book, we have given the quality of the market. The quality is high, that means the per capita is high and that means that you can sell premium products. There are 77 districts in which rural potential is high. If marketers concentrate only on urban they can miss out on rich rural districts. The main focus of the book is to help the marketers prioritise."
 

Source:
Campaign India

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