Application of guide to INDIAN MARKETING

Using the guide

Conclusion

Access to guide

Example :
Selling Auto lubricants - where is the market ?

Lubricants go with fuel like Diesel and Motor spirit (Petrol or Gasoline). The guide has information on sales of these two and other fuel by district. The areas for marketing of Lubes can be the districts/areas with highest sales of fuel.

Consumption of fuel in Madhya Pradesh :

Total annual consumption of Diesel : 2.07 million tons

Total annual consumption of Petrol : 0.23 million tons

District	DieselConsumption ( % to State )	Petrol Consumption ( % to State )
Indore	8.47	15.12
Raipur	6.57	6.62
Bhopal	3.67	11.82
Raigarh	0.85	1.20
Satna	3.69	1.68
Narsimhapur	0.76	1.05
Jhabua	0.62	0.49

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

Districts with high potential for lubes can immediately be identified. As the Guide also comes with maps marking out all highways and major roads it will even help in distribution planning. Marketing territories can be marked out along highways rather than by State or other administrative delineation.

Conclusion :
The Guide is an amazing source of detailed information !!

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