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presents…. The Car market in West Bengal.

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Presentation Transcript
we now even have a women chief minister
No discussion on Bengal can start without its women! Not surprisingly for a society that staunchly worships many Goddess- Durga, Kali and Saraswati, the Bengali women sees herself as the personifications of Shakti and has an inherent streak of self confidence; she is assertive, outspoken and enjoys a fair amount of significance in society.We now even have a women Chief Minister…
countering a few myths on bengal
Countering a few myths on Bengal…
  • Contrary to perception, people in Bengal are not averse to risk-taking and entrepreneurship….
    • Simply consider the fact that Bengal tops the country in the number of manufacturing units in the unorganized sector - a staggering 2.75 million units representing 15% of the national total.
  • Not surprisingly for a city that has aspirations to be the pre-eminent IT destination in the world…
    • Kolkata can boast of a generation of the most tech-savvy youngsters in the country. The TCS Generation Web 2.0 survey confirms that Kolkata’s youth lead in the country in mobile ownership (90%), PC ownership (76%) as well as the use of Wikipedia for information sourcing (31%).
the car market in bengal
The Car Market in Bengal
  • Cars
    • Target Group:
      • Males from SEC A & B households with Monthly Household Income greater than Rs. 30,000.
    • West Bengal has 88,000 households in the defined Target Group.
    • West Bengal has the 4th highest number of such households, after NCR, Maharashtra and Uttar Pradesh.
current ownership
Current Ownership

Needless to say Maruti leads the pack, Hyundai & Tata close to each other

what do i look for when i buy a car
What do I look for when I buy a car?

Much the same as 2 wheelers Brand, Features & Price key discriminators

brand loyalty
Brand Loyalty

Brand loyalty gets stronger as we move up the value chain, ‘better offers’ more viable at the bottom end

brand preference
Brand Preference

Maruti most popular, Tata a strong Number 2

unaided awareness
Unaided Awareness

Top 3 brands Awareness significant

total awareness
Total Awareness

High awareness of brands in the category


Where are we today?

In a growing market for Hindi Publications we not only lead this growth but are growing faster than the market…

Source: IRS Q1 2011

  • Today, we are the most widely circulated Hindi Daily in Bengal with a readership that is over 5,00, 000.
  • Highest percentage of sole readership (83%). No other English or language Daily enjoys such high brand loyalty.
    • AIR: 510, TR 1326.
  • Readership in West Bengal:
    • AIR:238, TR: 483, Readership in SEC A1, A2, B1, B2.
  • Readership in the top decision making age group of 20 years to 39 years:
    • AIR: 250, TR: 658.