Transcript
1THE NEW DEMOGRAPHIC MAP OF INDIA
UNDERSTANDING NEW SEC GROUPS 2
Understanding New SEC Groups
3
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5
AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, , Readymade paste
A2 1.8 2.3
A3 3.0 5.4
B1 4.0 9.4
B2 5.1 14.5
C1 7.0 21.4
C2 7.2 28.7
D1 11.4 40.1
D2 15.1 55.1
E1 19.5 74.6
E2 15.8 90.4
E3 9.6 100.0
Understanding New SEC Groups
4
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table,Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4
B1 4.0 9.4
B2 5.1 14.5
C1 7.0 21.4
C2 7.2 28.7
D1 11.4 40.1
D2 15.1 55.1
E1 19.5 74.6
E2 15.8 90.4
E3 9.6 100.0
Understanding New SEC Groups
5
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digitalcamera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cookingrange, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser
B1 4.0 9.4
B2 5.1 14.5
C1 7.0 21.4
C2 7.2 28.7
D1 11.4 40.1
D2 15.1 55.1
E1 19.5 74.6
E2 15.8 90.4
E3 9.6 100.0
Understanding New SEC Groups
6
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table, Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser,
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5
C1 7.0 21.4
C2 7.2 28.7
D1 11.4 40.1
D2 15.1 55.1
E1 19.5 74.6
E2 15.8 90.4
E3 9.6 100.0
Understanding New SEC Groups
7
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table, Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleanerRefrigerator, Toilet cleaner
Large refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4
C2 7.2 28.7
D1 11.4 40.1
D2 15.1 55.1
E1 19.5 74.6
E2 15.8 90.4
E3 9.6 100.0
Understanding New SEC Groups
8
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table, Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4 Music system, 2 wheeler
C2 7.2 28.7
D1 11.4 40.1
D2 15.1 55.1
E1 19.5 74.6
E2 15.8 90.4
E3 9.6 100.0
Understanding New SEC Groups
9
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table,Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser,
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4 Music system, 2 wheeler
C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder
D1 11.4 40.1
D2 15.1 55.1
E1 19.5 74.6
E2 15.8 90.4
Understanding New SEC Groups
10
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table,Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser,
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4 Music system, 2 wheeler
C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder
D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensil cleaner
2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles
D2 15.1 55.1
E1 19.5 74.6
Understanding New SEC Groups
11
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table,Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4 Music system, 2 wheeler
C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder
D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensil cleaner
2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles
D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose
E1 19.5 74.6
E2 15.8 90.4
Understanding New SEC Groups
12
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup
Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera
Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table,Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser,
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4 Music system, 2 wheeler
C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder
D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensil cleaner
2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles
D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose
E1 19.5 74.6Toothpaste, Talcum powder, Electricity
Fan, Cooker, Utensil cleaner, Coffee, Hair wash products
Understanding New SEC Groups
13
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A2 1.8 2.3Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee
Car, Computer, Still camera, Flat TV, Large refrigerator,Dining table,Ketchup/sauce, Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4 Music system, 2 wheeler
C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder
D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensil cleaner
2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles
D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose
E1 19.5 74.6Toothpaste, Talcum powder, Electricity
Fan, Cooker, Utensil cleaner, Coffee, Hair wash products
E2 15.8 90.4 Shampoo, Hair oilTooth powder / brush,Fabric whitener, Vanaspati
TV, Cooker, Music system, Electricity
Understanding New SEC Groups
14
New SEC
Size Most Own / Use (60%+)
About Half Use (30 – 60%)
New Adoption(5 – 30%)% Cum
A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles
Car, Computer, Geyser
B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent
Telephone, Kitchen sink, Coffee, Floor cleaners, MFD
Fabric bleaches
B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam
C1 7.0 21.4 Music system, 2 wheeler
C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder
D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensil cleaner
2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles
D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose
E1 19.5 74.6Toothpaste, Talcum powder, Electricity
Fan, Cooker, Utensil cleaner, Coffee, Hair wash products
E2 15.8 90.4 Shampoo, Hair oilTooth powder / brush,Fabric whitener, Vanaspati
TV, Cooker, Music system, Electricity
E3 9.6 100Edible oil, Bathing soap, Washing cakes / powder, Tea, Biscuits
Bicycle, Shampoo, Hair oil, Vanaspati
Tooth paste/powder / brush, Talcum powder, Fabric whitener, Mosquito repellent, Ghee,
New SEC Distribution
15
The New SEC Pyramid (U+R)
1.1
2.1
2.5
2.5
6.1
7
3.5
5.3
3
8.4
28.4
30.1
A1
A2
B1
B2
C
D
E1
E2
R1
R2
R3
R4
16
SEC/New SEC Size in , U+R Full Database(IRS 2008 R2)
0.5
1.8
3.0
4.0
5.1
7.0
7.2
11.4
15.1
19.5
15.8
9.6
A1
A2
A3
B1
B2
C1
C2
D1
D2
E1
E2
E3
Note: The two distribution are not strictly comparable as SEC is different for Urban & Rural & New SEC combines the two
How Different are New SEC Groups?
17
0
5000
10000
15000
20000
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
Average MHI in Rs.
Population Avg. MHI 2900
0
50
100
150
200
250
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
Average HPI
Population Avg. HPI: 11.1
HPI: Household Premiumness Index
New SEC Distribution
by State
18
A1A2A3B1
B2
C1
C2
D1
D2
E1
E2
E3
All
Ind
ia N
ew
SEC
Dis
trib
uti
on
Maharashtra
AP
TN
Kerala
Madhya Pradesh
Uttar Pradesh
Uttarakhand
HP
Punjab
Haryana
Rajasthan
Gujarat
Orissa
WB
BiharAssam
Goa
Jharkhand
19
SEC A1 Distribution
Maharashtra
AP
TN
Kerala
Madhya Pradesh
Uttar Pradesh
Uttarakhand
HP
Punjab
Haryana
Rajasthan
Gujarat
Orissa
WB
BiharAssam
Goa
Jharkhand
High
Low
20
SEC A Distribution
Maharashtra
AP
TN
Kerala
Madhya Pradesh
Uttar Pradesh
Uttarakhand
HP
Punjab
Haryana
Rajasthan
Gujarat
Orissa
WB
BiharAssam
Goa
Jharkhand
High
Low
A = A1 + A2 + A3 = 5.4
21
SEC E Distribution
Maharashtra
AP
TN
Kerala
Madhya Pradesh
Uttar Pradesh
Uttarakhand
HP
Punjab
Haryana
Rajasthan
Gujarat
Orissa
WB
BiharAssam
Goa
Jharkhand
Low
High
AllIndia
New SEC Distribution Index
0
100
200
300
400
500
600
700
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
22
SEC A1 – 40L+ penetration 3.5SEC A1 - All India penetration 0.5Index 3.5 / 0.5 X 100 = 700
What Happens to Your Existing TG Based on Current SEC?
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A1 A2 B1 B2
A1 25.6 8.9 1.6 0.2
A2 63.8 39.7 17.6 3.6
A3 80.7 63.6 42.6 21.6
B1 90.6 80.5 65.2 42.1
B2 95.6 90.7 81.4 60.9
C1 95.7 91.4 85.6 77.7
C2 98.5 96.8 93.9 83.0
D1 99.2 98.8 98.0 93.4
D2 99.6 99.5 99.5 97.7
E1 100.0 100.0 99.9 99.5
E2 100.0 100.0 100.0 100.0
E3 100.0 100.0 100.0 100.0
Cumulative Col %
* Assumed %. You may work with different %
24
Thank You
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