Setting targets for sale of Scooters.

A leading scooter manufacturer of southern India is planning to enter northern markets in a major way. The need is to precisely identify areas for marketing efforts and set sales targets for these areas. Can the Guide help ?

Using the Guide :

The guide provides Market Potential Value (MPV) for each district. The MPV can be straight away used to identify markets in, say, Haryana. That is the first step. Further the scooter maker has historical data on scooter sales in south India. If he can match the sales figures in each district with the MPV of that district in south India he can estimate the market potential for each level of MPV. This can be applied to the target markets in Haryana to estimate market potential in each district there. We present the calculation in two tables.

Districts in Tamil Nadu with MPV and Sales/month

We can see that 39 scooters are being sold per MPV in Tamil Nadu. Now we use this number and apply it on MPV of select districts in Haryana to estimate potential there.

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

Conclusion :

As an example the market size in these five districts of Haryana is estimate as about 4300 scooters per month. The target for the company can be fixed vis-à-vis competition and distribution and advertising efforts can be planned out.

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