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8/6/2019 New SEC - Demographic Map of India
http://slidepdf.com/reader/full/new-sec-demographic-map-of-india 1/27
1
THE NEW DEMOGRAPHIC MAP OF INDIA
8/6/2019 New SEC - Demographic Map of India
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UNDERSTANDING NEW SEC GROUPS2
8/6/2019 New SEC - Demographic Map of India
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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
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Understanding New SEC Groups
4
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% 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
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Understanding New SEC Groups
5
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% 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, 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
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Understanding New SEC Groups
6
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% 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, 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 9.4Electric 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
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Understanding New SEC Groups
7
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% 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
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 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent
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
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Understanding New SEC Groups
8
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% 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
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 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent
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
8/6/2019 New SEC - Demographic Map of India
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Understanding New SEC Groups
9
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% Cum
A1 0.5 0.5Dining table, Computer,Car, Geyser, AC, DVD, MFD,Noodles, Ketchup, basmati
Digital camera, Internet,Water purifier, Microwave,
Vacuum cleaner
Video camera, Cooking range, Electrickettle, Baby foods, Diapers
A2 1.8 2.3Telephone, Kitchen sink,Washing machine, Floorcleaners
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 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent
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 28.7Cooker, 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
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Understanding New SEC Groups
10
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% Cum
A1 0.5 0.5Dining table, Computer,Car, Geyser, AC, DVD, MFD,Noodles, Ketchup, basmati
Digital camera, Internet,Water purifier, Microwave,
Vacuum cleaner
Video camera, Cooking range, Electrickettle, Baby foods, Diapers
A2 1.8 2.3Telephone, Kitchen sink,Washing machine, Floorcleaners
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, Washing
machine, Noodles Computer, Car, Geyser, baby oil
B1 4.0 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent
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 28.7Cooker, LPG, Talcumpowder, Fabric whitener
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
8/6/2019 New SEC - Demographic Map of India
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Understanding New SEC Groups
11
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% Cum
A1 0.5 0.5Dining table, Computer,Car, Geyser, AC, DVD, MFD,Noodles, Ketchup, basmati
Digital camera, Internet,Water purifier, Microwave,
Vacuum cleaner
Video camera, Cooking range, Electrickettle, Baby foods, Diapers
A2 1.8 2.3Telephone, Kitchen sink,Washing machine, Floorcleaners
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, Washing
machine, Noodles Computer, Car, Geyser, baby oil
B1 4.0 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent
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 28.7Cooker, LPG, Talcumpowder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD,Dining table, Milk powder
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
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Understanding New SEC Groups
12
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% Cum
A1 0.5 0.5Dining table, Computer,Car, Geyser, AC, DVD, MFD,Noodles, Ketchup, basmati
Digital camera, Internet,Water purifier, Microwave,
Vacuum cleaner
Video camera, Cooking range, Electrickettle, Baby foods, Diapers
A2 1.8 2.3Telephone, Kitchen sink,Washing machine, Floorcleaners
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, Washing
machine, Noodles Computer, Car, Geyser, baby oil
B1 4.0 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent
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 28.7Cooker, LPG, Talcumpowder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD,Dining table, Milk powder
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 74.6Toothpaste, Talcum
powder, Electricity
Fan, Cooker, Utensil cleaner, Coffee,
Hair wash productsE2 15.8 90.4
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8/6/2019 New SEC - Demographic Map of India
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Understanding New SEC Groups
14
NewSEC
Size Most Own / Use(60%+)
About Half Use(30 – 60%)
Newly Adopted(5 – 30%)
% Cum A3 3.0 5.4 Ghee, Toilet cleaner
Air cooler, DVD, Washingmachine, Noodles
Computer, Car, Geyser, baby oil
B1 4.0 9.4Electric iron, 2 wheeler,Refrigerator, Mosquitorepellent
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 28.7Cooker, LPG, Talcumpowder, Fabric whitener
Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD,Dining table, Milk powder
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 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,
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New SEC Distribution
15
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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
16
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
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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
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New SECDistribution
by State
18
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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19
SEC A1Distribution
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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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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21
SEC EDistribution
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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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
22
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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
23
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Delhi Mumbai Chennai Kolkata Hyderabad Ahmedabad Bangalore Pune
Where are the Premium Consumers?
24
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
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What Happens to Your Existing TGBased on SEC?
25
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 %
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Targeting: Product Concentration
26
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.