Presentation on theme: "Presents…. The Car market in West Bengal W E NOW EVEN HAVE A WOMEN C HIEF M INISTER … No discussion on Bengal can start without its women! Not surprisingly."— Presentation transcript:
The Car market in West Bengal
W E NOW EVEN HAVE A WOMEN C HIEF M INISTER … No discussion on Bengal can start without its women! Not surprisingly for a society that staunchly worships many Goddess- Durga, Kali and Saraswati, the Bengali women sees herself as the personifications of Shakti and has an inherent streak of self confidence; she is assertive, outspoken and enjoys a fair amount of significance in society.
Countering a few myths on Bengal… Contrary to perception, people in Bengal are not averse to risk-taking and entrepreneurship…. Simply consider the fact that Bengal tops the country in the number of manufacturing units in the unorganized sector - a staggering 2.75 million units representing 15% of the national total. Not surprisingly for a city that has aspirations to be the pre-eminent IT destination in the world… Kolkata can boast of a generation of the most tech-savvy youngsters in the country. The TCS Generation Web 2.0 survey confirms that Kolkata’s youth lead in the country in mobile ownership (90%), PC ownership (76%) as well as the use of Wikipedia for information sourcing (31%).
A look at your industry in Bengal
The Car Market in Bengal Cars Target Group: Males from SEC A & B households with Monthly Household Income greater than Rs. 30,000. West Bengal has 88,000 households in the defined Target Group. West Bengal has the 4 th highest number of such households, after NCR, Maharashtra and Uttar Pradesh.
Current Ownership Needless to say Maruti leads the pack, Hyundai & Tata close to each other
What do I look for when I buy a car? Much the same as 2 wheelers Brand, Features & Price key discriminators
Brand Loyalty Brand loyalty gets stronger as we move up the value chain, ‘better offers’ more viable at the bottom end
Brand Preference Maruti most popular, Tata a strong Number 2
Unaided Awareness Top 3 brands Awareness significant
Total Awareness High awareness of brands in the category
How can Sanmarg help make your brands stronger?
Q1 2010Q1 2011% Growth Any Bengali Daily % Any English Daily % Any Hindi Daily % S ANMARG % In a growing market for Hindi Publications we not only lead this growth but are growing faster than the market… Source: IRS Q Where are we today?
Highlights Today, we are the most widely circulated Hindi Daily in Bengal with a readership that is over 5,00, 000. Highest percentage of sole readership (83%). No other English or language Daily enjoys such high brand loyalty. –AIR: 510, TR Readership in West Bengal: –AIR:238, TR: 483, Readership in SEC A1, A2, B1, B2. Readership in the top decision making age group of 20 years to 39 years: –AIR: 250, TR: 658.