new sec - demographic map of india

8/6/2019 New SEC - Demographic Map of India

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THE NEW DEMOGRAPHIC MAP OF INDIA



UNDERSTANDING NEW SEC GROUPS2



Understanding New SEC Groups

3

NewSEC

Size Most Own / Use(60%+)

About Half Use(30 – 60%)

Newly Adopted(5 – 30%)

% Cum

A1 0.5 0.5

Dining table, Computer,Car, Geyser, AC, DVD,MFD, Noodles, Ketchup,basmati

Digital camera, Internet,Water purifier, Microwave,

Vacuum cleaner

Video camera, Cooking range,Electric kettle, Baby foods,Diapers

A2 1.8 2.3

A3 3.0 5.4

B1 4.0 9.4

B2 5.1 14.5

C1 7.0 21.4

C2 7.2 28.7

D1 11.4 40.1

D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




4

NewSEC




% Cum

A1 0.5 0.5Dining table, Computer, Car,Geyser, AC, DVD, MFD,Noodles, Ketchup, basmati

Digital camera, Internet, Waterpurifier, Microwave, Vacuumcleaner

Video camera, Cooking range, Electrickettle, Baby foods, Diapers

A2 1.8 2.3Telephone, Kitchen sink,Washing machine, Floorcleaners, Coffee

Dining table, Still camera,Computer, Car, Glucose,Honey, Ketchup/sauce,

Jam

AC, Digital camera, Internet,Water purifier, Microwave,

Vacuum cleaner, Printer, Cheese,

Soups, Tomato paste A3 3.0 5.4

B1 4.0 9.4

B2 5.1 14.5

C1 7.0 21.4

C2 7.2 28.7

D1 11.4 40.1D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




5

NewSEC




% Cum





Dining table, Still camera,Computer, Car, Glucose,Honey, Ketchup/sauce, Jam

AC, Digital camera, Internet, Waterpurifier, Microwave, Vacuum cleaner,Printer, Cheese, Soups, Tomato paste

A3 3.0 5.4 Ghee, Toilet cleaner Air cooler, DVD, Washingmachine, Noodles Computer, Car, Geyser, baby oil

B1 4.0 9.4

B2 5.1 14.5

C1 7.0 21.4

C2 7.2 28.7

D1 11.4 40.1

D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




6

NewSEC




% Cum








B1 4.0 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent

Telephone, Kitchen sink,Coffee, Floor cleaners,MFD

Fabric bleaches

B2 5.1 14.5

C1 7.0 21.4

C2 7.2 28.7

D1 11.4 40.1

D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




7

NewSEC




% Cum




A2 1.8 2.3Telephone, Kitchen sink,Washing machine, Floorcleaners





Telephone, Kitchen sink,Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerWashing machine, Still camera,Ketchup, Jam

C1 7.0 21.4

C2 7.2 28.7

D1 11.4 40.1

D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




8

NewSEC




% Cum









Telephone, Kitchen sink,Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerWashing machine, Still camera,Ketchup, Jam

C1 7.0 21.4 Music system, 2 wheeler

C2 7.2 28.7

D1 11.4 40.1

D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




9

NewSEC




% Cum

A1 0.5 0.5Dining table, Computer,Car, Geyser, AC, DVD, MFD,Noodles, Ketchup, basmati


Vacuum cleaner








Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerWashing machine, Still camera, Ketchup,Jam


C2 7.2 28.7Cooker, LPG, Talcumpowder, Fabric whitener

Electric iron, GheeRefrigerator, Kitchen sink, Air cooler,DVD, Dining table, Milk powder

D1 11.4 40.1

D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




10

NewSEC




% Cum



Vacuum cleaner





A3 3.0 5.4 Ghee, Toilet cleaner

Air cooler, DVD, Washing

machine, Noodles Computer, Car, Geyser, baby oil



Fabric bleaches




Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD,Dining table, Milk powder

D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensilcleaner

2 wheeler, Telephone, Floor cleaner,MFD, Honey, Noodles

D2 15.1 55.1

E1 19.5 74.6E2 15.8 90.4




11

NewSEC




% Cum



Vacuum cleaner










Fabric bleaches





D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensil cleaner

2 wheeler, Telephone, Floor cleaner, MFD,Honey, Noodles

D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose

E1 19.5 74.6

E2 15.8 90.4

E3 9.6 100.0




12

NewSEC




% Cum



Vacuum cleaner










Fabric bleaches








E1 19.5 74.6Toothpaste, Talcum

powder, Electricity

Fan, Cooker, Utensil cleaner, Coffee,

Hair wash productsE2 15.8 90.4




14

NewSEC




% Cum A3 3.0 5.4 Ghee, Toilet cleaner

Air cooler, DVD, Washingmachine, Noodles

Computer, Car, Geyser, baby oil



Fabric bleaches








E1 19.5 74.6 Toothpaste, Talcumpowder, Electricity

Fan, Cooker, Utensil cleaner, Coffee, Hairwash products

E2 15.8 90.4 Shampoo, Hair oilTooth powder / brush,Fabric whitener, Vanaspati

TV, Cooker, Music system, Electricity

E3 9.6 100Edible oil, Bathingsoap, Washing cakes /powder, Tea, Biscuits

Bicycle, Shampoo, Hairoil, Vanaspati

Tooth paste/powder / brush, Talcumpowder, Fabric whitener, Mosquitorepellent, Ghee,



New SEC Distribution

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The New SEC Pyramid (U+R)

1.1

2.1

2.5

2.5

6.17

3.5

5.3

3

8.428.4

30.1

A1

A2

B1

B2

CD

E1

E2

R1

R2R3

R4

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SEC/New SEC Size in , U+R Full Database(IRS 2008 R2)

0.5

1.8

3.0

4.0

5.17.0

7.2

11.4

15.1

19.515.8

9.6

A1

A2

A3

B1

B2C1

C2

D1

D2

E1E2

E3

Note: The two distribution are not strictly comparable as SEC is different for Urban &

Rural & New SEC combines the two



How Different are New SEC Groups?

17

0

5000

10000

15000

20000

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

Average MHI in Rs.

Population Avg. MHI 2900

0

50

100

150

200

250

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

Average HPI

Population Avg. HPI: 11.1



New SECDistribution

by State

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A1A2A3

B1

B2

C1

C2

D1

D2

E1

E2

E3

A l l I n d i a N e w S

E C D i s t r i b u t i o n

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand



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SEC A1Distribution

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand

Desirable

Non-desirable



20

SEC ADistribution

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand

Desirable

Non-desirable



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SEC EDistribution

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand

Desirable

Non-desirable



New SEC Distribution Index

•

Index Explanation

• All India Penetration of SEC A1 0.5

• 40L+ Penetration of SEC A1 3.5

3.5

• 40L+ Distribution Index = ----- X 100

0.5

= 700

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AllIndia

New SEC Distribution Index

0

100

200

300

400

500

600

700

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

40L+ 10-40L 5-10L 1-5L 0.5-1L

<0.5L 5K+ 1-5K <1K

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Delhi Mumbai Chennai Kolkata Hyderabad Ahmedabad Bangalore Pune

Where are the Premium Consumers?

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0

100,000

200,000

300,000

400,000

500,000

600,000

A 1

A 2

A 3

A 1

A 2

A 3

A 1

A 2

A 3

A 1

A 2

A 3

A 1

A 2

A 3

A 1

A 2

A 3

A 1

A 2

A 3

A 1

A 2

A 3



What Happens to Your Existing TGBased on SEC?

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A1 A2 B1 B2

A1 25.6 8.9 1.6 0.2

A2 63.8 39.7 17.6 3.6

A3 80.7 63.6 42.6 21.6

B1 90.6 80.5 65.2 42.1

B2 95.6 90.7 81.4 60.9

C1 95.7 91.4 85.6 77.7

C2 98.5 96.8 93.9 83.0

D1 99.2 98.8 98.0 93.4

D2 99.6 99.5 99.5 97.7

E1 100.0 100.0 99.9 99.5

E2 100.0 100.0 100.0 100.0

E3 100.0 100.0 100.0 100.0

Cumulative Col %

Know Your TG in new SEC1. Word out TG distribution by SEC &

new SEC

2. Identify New SEC class that

accounts for 75%* plus of TG by

SEC class. Know Your TG in new SEC

1. Compare overall profile of existing

TG in terms of product usage and

other variables relevant to your

TG. Profile new SEC classes onsame variables to see which new

SEC classes match closely with the

existing TG

* Assumed %. You may work with different %



Targeting: Product Concentration

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Penetration A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

TV 46.3 1.1 5.0 11.5 20.0 30.6 44.6 58.3 74.7 89.4 98.1 99.9 100.0

Refrigerator 13.3 3.9 17.3 38.8 60.6 78.5 91.6 96.5 99.1 99.9 100.0 100.0 100.0

WashingMachine

4.4 11.6 43.9 74.0 88.7 95.3 98.8 99.7 99.9 100.0 100.0 100.0 100.0

Automobile 0.6 27.1 62.0 84.9 92.3 96.0 98.1 99.2 99.6 99.9 100.0 100.0 100.0

MicrowaveOven

1.7 35.4 72.4 89.5 95.4 98.3 99.3 99.8 100.0 100.0 100.0 100.0 100.0

AC 0.9 43.8 80.4 94.7 98.3 99.1 99.6 99.8 99.9 99.9 100.0 100.0 100.0

Cumulative Row %

The New SEC could be used for product targeting based on product concentration.

The chart above uses 75% cut-off to identify potential New SEC groups for durables.



Thank You

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new sec - demographic map of india

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