Identifying low performing areas for a nationally marketed toothpaste.

Using the Guide :

A marketer is selling the leading brand of toothpaste and his brand is available 'everywhere'. Yet can he identify areas where increased efforts can bring home more sales ? How can the Guide help ?

The guide provides Market Potential Value (MPV) figures for every district. If the marketer indexes his sales by area and compares it with MPV, high potential/low sales areas can easily be located. As an illustration, we compare figures across nine distriicts.

Source : R K SWAMY/BBDO Guide to market planning - 1999

Conclusion :

It appears from this information that the districts of Faridkot and Medinipur are worth a look for greater sales. They have a low sales index as compared with MPV.

If these areas are indeed taken up for special efforts the Guide can be used further through its Media Exposure Index (MEI) available at the district level. The MEI can be used to evaluate current advertising media usage and also help in media selection for any special effort.

Who can access the guide ?

The guide is available as a 440 pages, four colour, hardbound book. It has a companion CD. It can be purchased from any office of R K SWAMY/BBDO Advertising Ltd