Application of guide to INDIAN MARKETING

Using the guide

Conclusion

Access to guide

Example :
Marketing of pesticides in Uttar Pradesh - Selection of best areas.

The guide gives the Market Potential Value (MPV) for each district and the MPV is further broken up into purchasing power derived from agriculture, industry and infrastructure sectors. We can read out the contribution of each district to the states agriculture and arrive at the five agriculturally most important districts of Uttar Pradesh.

District Contribution to States agriculture ( % ) Overall rank by MPV in state

Gorakhpur 4.32 6

Deoria 3.28 10

Gonda 3.14 16

Basti 3.75 14

Azamgarh 3.21 13

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

MPV* stands for Market Potential Value

Conclusion :

The data indicates that the Metro areas of Bombay, Pune and Nagpur can provide good concentrated markets and should be exploited first before spreading out to smaller markets.

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