| Two new tools have been added. The first
is IRS Local Area Potential (Ilap). This is packaged to the clients
specifications and provides demographic, penetration of product and
service in potential areas like distribution, test marketing, below
the line activity, growth etc with insights at micro area level for
the products and service. MRUC states that till now all syndicated
studies have been providing data at a city level. The marketer could
only do analysis at a city level and not do any planning at the micro
level. Last year IRS introduced the concept of sub-metro reporting
wherein broad areas of big Metros were broken down to two to four
parts. Ilap takes this concept forward.
Functions of Ilap: Ilap breaks cities into various smaller areas
and enables the user to analyse these areas within the city. For
instance Mumbai can be broken into 45-50 areas. Bangalore can be
broken down into 15-20 areas. The number of areas depends on the
size of the city. One can compare Juhu to Linking Road. A comparison
can be made based on affluence , ownership and usage of products,
media consumption. One can also compare brand shares for large brands
across categories like personal care, consumer
durables, telecom, food and beverages. MRUC states that Ilap will
be useful for people opening a new restaurant, multiplex, bank branch,
super market. As far as marketing activity is concerned it is helpful
in test marketing, below the line activity in terms of sampling
and conducting outdoor campaigns.
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