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MR Programme for Sydenham post-grad class 2011:

MR Programme for Sydenham post-grad class 2011 Faculty: Partha Rakshit Sarang Panchal Satish Belani

Slide 2:

MR course for Sydenham MBA programme Tentative Topic Faculty dates Week 1 India facts for a marketing professional Partha Rakshit Feb 17 Exposure to frequently used databases Types of research Group project assignment Week 2 Research in the Product Life cycle Sarang Panchal Week 3 Research in the Product Life cycle Sarang Panchal Segmentation, positioning Week 4 Sample and sample size Partha Rakshit Research Design Questionnaire Design + assignment Week 5 Assignment review Data Collection methods Partha Rakshit

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MR course for Sydenham MBA programme Tentative Topic Faculty dates Week 6 Data Analysis Satish Belani Data preparation, Coding, Cleaning Week 7 Basic statistics and Hyp. Testing Satish Belani Crosstabs, regression Week 8 Marketing brief, handling agency Sarang Panchal generic and branded MR solutions Week 9 Proposal and Report writing Sarang Panchal Week 10 SPSS Satish Belani 2 sessions Partha Rakshit Week 11 Students' Project presentation Sarang Panchal Satish Belani

Session 1:

Session 1

India : must-know facts for a marketing professional:

India : must-know facts for a marketing professional

Geography:

Geography

Slide 11:

28 states, 7 union territories, 546 districts 58 socio-cultural regions (SCRs)

Slide 12:

Maharashtra – SCR’s

India - demographics:

India - demographics

2001 census : popn 1 billion:

2001 census : popn 1 billion no mn Metros (10 lakhs +) 35 108 cl 1a (5-10lakhs) 39 27.5 cl1b (1-10lakhs) 320 60.5 cl 2 (50 K-1 lakh) 404 27.9 cl 3 ( 20-50K) 1163 35.2 cl 4-6 (5-20K) 2417 26.8 all towns 4378 285.9 villages ~600000 742.1 All India 1028

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1 MUMBAI 16.4 14 PATNA 1.7 27 JAMSHEDPUR 1.1 2 KOLKATA 13.2 15 INDORE 1.5 28 JABALPUR 1.1 3 DELHI 12.9 16 VADODARA 1.5 29 ASANSOL 1.1 4 CHENNAI 6.6 17 COIMBATORE 1.5 30 DHANBAD 1.1 5 HYDERABAD 5.7 18 BHOPAL 1.5 31 FARIDABAD 1.1 6 BANGALORE 5.7 19 LUDHIANA 1.4 32 ALLAHABAD 1.0 7 AHMADABAD 4.5 20 KOCHI 1.4 33 VIJAYAWADA 1.0 8 PUNE 3.8 21 VIZAG 1.3 34 AMRITSAR 1.0 9 SURAT 2.8 22 AGRA 1.3 35 RAJKOT 1.0 10 KANPUR 2.7 23 VARANASI 1.2 11 JAIPUR 2.3 24 MADURAI 1.2 12 LUCKOW 2.2 25 MEERUT 1.2 13 NAGPUR 2.1 26 NASHIK 1.2 POPN METROS IN MILLIONS

India : Cumulative Age distribution:

India : Cumulative Age distribution

income:

income India GDP ~ $ 1.4trillion India popn ~ 1.2 billion India per cap inc ~ $1100 = Rs 48000 =Rs 4000 p.m MHI=Rs20,000 pm? Survey data : MHI ~ Rs 5,000 p.m ranging from Rs 2000 p.m. – Rs 20 lakhs p.m (for 95% of the population)

Cumulative Household distribution by MHI:

Cumulative Household distribution by MHI HHDs in 000 MHI IN Rs UPTO Source: IRS R2 2009

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>Rs 80000 pm Rs 40000 -80000 pm Rs 17500-40000 pm Rs 7500-17500 pm < Rs 7500 pm MONTHLY HOUSEHOLD INCOME DISPERSION ACROSS INDIA 2010 2025 225 mn 280 mn 2.3 9.5 Source : MGI 2007

Urban socio-economic classification (SEC):

Urban socio-economic classification (SEC) Education of Chief Wage Earner / Main Income Earner (MIE) OCCUPATION Illiterate Lit. no sch/school upto 4 years Sch 5-9 yrs SSC/HSC Some College but not Grad. Grad./ Post-Grad. General Grad./ Post-Grad. Professional Unskilled Workers E2 E2 E1 D D D D Skilled Workers E2 E1 D C C B2 B2 Petty Traders E2 D D C C B2 B2 Shop Owners D D C B2 B1 A2 A2 Clerical / Salesman D D D C B2 B1 B1 Supervisory level D D C C B2 B1 A2 Self employed Professional D D D B2 B1 A2 A1 Businessmen/ Industrialists with no of employees : None D C B2 B1 A2 A2 A1 <10 C B2 B2 B1 A2 A1 A1 10 + B1 B1 A2 A2 A1 A1 A1 Officers/ Executives Junior C C C B2 B1 A2 A2 Officers/Executives Middle/ Senior B1 B1 B1 B1 A2 A1 A1

Urban Household distribution of SEC:

Urban Household distribution of SEC Total urban households : 69 mn Total rural households : 159 mn All India households : 228 mn Figures in “000 % of urban households Source IRS 2009 R2

History:

History

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3139 BC,1000BC? 3100 BC 2500 BC 500 BC 421 BC 300 BC-40BC ~100-150 300-500 600-647 1000-1700 1757 1858-1947

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3139 BC,1000BC? Mahabharat war 3100 BC Start of kaliyug 2500 BC 500 BC 421 BC 300 BC-40BC ~100-150 300-500 600-647 1000-1700 1757 1858-1947

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3139 BC,1000BC? Mahabharat war 3100 BC Start of kaliyug 2500 BC mohenjodaro 500 BC Bimbisara Buddha, Mahavir, 421 BC Nanda empire Mahapadma 300 BC-40BC Mauryan empire Chandragupta Maurya, Ashoka ~100-150 Kushan empire Kanishka 300-500 Gupta empire Chandra Gupta I, Samudra Gupta 600-647 Harsha Vardhan 1000-1700 1757 1858-1947

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3139 BC,1000BC? Mahabharat war 3100 BC Start of kaliyug 2500 BC mohenjodaro 500 BC Bimbisara Buddha, Mahavir, 421 BC Nanda empire Mahapadma 300 BC-40BC Mauryan empire Chandragupta Maurya, Ashoka ~100-150 Kushan empire Kanishka 300-500 Gupta empire Chandra Gupta I, Samudra Gupta 600-647 Harsha Vardhan 1000-1700 Muslim rule Mahmud of Ghazni, Muhammed of Ghur Qutub-udin Babur, Humayun, Akbar, Jehangir, ShahJehan, Aurangazeb…Bahadur Shah II 1757 1858-1947

Slide 27:

3139 BC,1000BC? Mahabharat war 3100 BC Start of kaliyug 2500 BC mohenjodaro 500 BC Bimbisara Buddha, Mahavir, 421 BC Nanda empire Mahapadma 300 BC-40BC Mauryan empire Chandragupta Maurya, Ashoka ~100-150 Kushan empire Kanishka 300-500 Gupta empire Chandra Gupta I, Samudra Gupta 600-647 Harsha Vardhan 1000-1700 Muslim rule Mahmud of Ghazni, Muhammed of Ghur Qutub-udin Babur, Humayun, Akbar, Jehangir, ShahJehan, Aurangazeb…Bahadur Shah II 1757 East India Company 1858-1947 British rule

Slide 29:

King Bimbisara, depicted in Burmese art, offering his kingdom to the Buddha

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The Nanda Empire at its greatest extent under Dhana Nanda circa 323 BCE.

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Chandragupta extended the borders of his empire towards Seleucid Persia after his conflict with Seleucus c. 305 BCE Chandragupta's empire when he founded it c. 320 BCE, by the time he was about 20 years old

Slide 32:

Maurya Empire at the age of Ashoka. The empire stretched from Iran to Bangladesh / Assam and from Central Asia ( Afganistan ) to Tamil Nadu / South India

Slide 33:

Kushan territories (full line) and maximum extent of Kushan dominions under Kanishka (dotted line), according to the Rabatak inscription

Slide 34:

The " Kanishka casket ", dated to 127 CE , with the Buddha surrounded by Brahma and Indra , and Kanishka standing at the center of the lower part, British Museum

Slide 39:

Timeline: Northwestern India Northern India Southern India 6th century BCE Gandhara Magadha Satavahana empire 5th century BCE Shishunaga dynasty Pandyan 4th century BCE (Persian rule) Nanda empire Cholas (Greek conquests) Kalinga Chera 3rd century BCE Maurya Empire 2nd century BCE Sunga Empire Indo-Greeks 1st century BCE Kalabhras 1st century CE Kuninda Kingdom Kadamba Dynasty Indo-Scythians Pallava Indo-Parthians 2nd century Kushan Empire Chalukya 3rd century Western Satraps

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Timeline: Northwestern India Northern India Southern India 4th century 5th century Rashtrakuta 6th century Indo-Sassanids Gupta Empire 7th century Kidarite Kingdom 8th century Indo-Hephthalites Western Chalukyas 9th century Harsha Hoysala Empire 10th century Gurjara Pratihara 11th century (Islamic conquests) Shahi Pala Empire Solanki (Islamic Empire) Eastern Ganga dynasty Sena dynasty

Basics of market research:

Basics of market research

Slide 44:

Market research is all about representative sample and projection to universe Its about obtaining accurate facts and callibration Its about people’s tastes (like and dislikes) attitudes, perceptions and behaviour

Slide 45:

28 states, 7 union territories, 546 districts 58 socio-cultural regions (SCRs)

SCRs -WEST:

SCRs -WEST gujarat saurashtra gujarat plains kutch maharashtra desh khandesh marathwada vidarbha dadra konkan MP bhagelkhand malwa Chattisgarh chattisgarh MP/Raj/guj bhilistan

SCRs -EAST:

SCRs -EAST assam brahmaputra cachar bihar mithila magadh jharkhand UP/bihar bhojpur orissa/MP dandekarnia orissa kalinga orissa hills and plateau arunachal arunanchal manipur manipur meghalaya meghalaya mizoram mizoram nagaland nagaland Tripura tripura WB ganga delta rarh sikkim darjeeling

SCRs -NORTH:

SCRs -NORTH himachal himachal J&K kashmir valley kishtwarand jammu ladakh baltistan punjab bisht doab north punjab rajasthan jaipur maru mewar raj/haryana mewat haryana haryana UP braj oudh rohelkhand uttarakhand UP/MP bundelkhand

SCRs -SOUTH:

SCRs -SOUTH AP andhra rayalseema telengana karnataka karnatak mysore and malnad kerala malabar kerala coastal TN coramandel kongunad

Types of research:

Types of research Qualitative Quantitative

Tracking adhoc:

Tracking adhoc

Syndicated Customized:

Syndicated Customized

Syndicated research:

Syndicated research Retail audit FMCG, Pharma Prescription audit Consumer panel Audience measurement (TAM, RAM, IRS) Online panel

Customized research:

Customized research Concept test Concept-use- test Forecasting models (BASES) Usage & Attitude studies Advertising research (pretesting, post testing) Tracking studies (Milward Brown, Winning Brands) Observation research Ethnography Brain mapping A list of popular ones (not exhaustive!):

Slide 55:

Market research is all about representative sample and projection to universe Its about obtaining accurate facts and callibration Its about people’s tastes (like and dislikes) attitudes, perceptions and behaviour

Slide 56:

Final caveat : people not all that heterogeneous !

Group assignment:

Group assignment