presents…

The Car market in West Bengal

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.

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%).

A look at your industry 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 Ownership35

11 11

1 1 1 0 0

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

What do I look for when I buy a car?

23%

21%16%

9%

9%

8%

7%7%

Company Product features Price Offers Family's preference Advetisment

Peers Retailers

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

Brand Loyalty

Hatch back

Sedan

27

33

23

17

4

10

5

5

Iwill definitely purchase a car from theof same car manufacturing companyIf I get a better offer, I will surely shift to a different car manufacturing companyI will definitely look for a change in car manufacturing companyNo answer

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

Brand Preference

49

28

12

2 1 1 1 1

5

Maruti Suzuki Tata Motors Hyundai Motors Fiat IndiaGeneral motors Ford India Honda Siel Cars Mahindra RenaultNone

Maruti most popular, Tata a strong Number 2

Unaided Awareness

Maruti Suzuki

Tata Motors

Hyundai Motors

Mahindra Renault

Ford India

Honda Siel Cars

Fiat India

General Motors

94

86

69

26

23

21

20

10

Top 3 brands Awareness significant

Total Awareness

Maruti Suzuki

Tata Motors

Hyundai Motors

Fiat India

Ford India

Mahindra Renault

General Motors

Honda Siel Cars

100

99

97

87

85

85

70

72

High awareness of brands in the category

How can Sanmarg help make your brands stronger?

Q1 2010 Q1 2011 % Growth

Any Bengali Daily 10230 9667 -5.50 %

Any English Daily 1563 1594 1.98 %

Any Hindi Daily 673 736 9.36%

SANMARG 455 502 10.33 %In a growing market for Hindi Publications

we not only lead this growth but are growing faster than the market…

Source: IRS Q1 2011

Where are we today?

Highlights• 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.

Our Performance across Income Groups

SanmargTOI -

Kolkata Telegraph Statesman ABP BartamanSample 256 509 930 169 2827 1123Est. Individuals (000s) 502 630 1035 199 6048 2926MHI % of Total ReadershipUpto Rs.500 - - - - 0.2 0.3Rs.501 to Rs.1000 - - - - 1.4 2.4Rs.1001 to Rs.1500 0.5 0.6 - - 2.7 3.2Rs.1501 to Rs.2000 1.1 1.1 1.9 - 9 11.9Rs.2001 to Rs.3000 6.7 1.7 1.7 3.2 12.4 12.3Rs.3001 to Rs.4000 15.9 4.9 4.2 0.9 13.2 14.5Rs.4001 to Rs.5000 12.3 5.6 4.9 6.5 7.8 10.1Rs.5001 to Rs.6000 12.0 6.2 7.6 6.5 7.4 9.1Rs.6001 to Rs.8000 15.3 9.1 11.3 8.2 10.4 9Rs.8001 to Rs.10000 10.4 16.1 17.6 18.5 10.7 9.6Rs.10001 to Rs.12000 5.8 7.3 4.9 4.4 3.7 3.8Rs.12001 to Rs.15000 5.4 9.3 7.5 12.6 5.5 3.8Rs.15001 to Rs.20000 4.8 10.4 8.3 9.5 4.9 4.2Rs.20001 to Rs.30000 4.0 8.6 11.9 14.3 4.9 2.7Rs.30001 to Rs.40000 2.5 6.9 6.8 6.5 2.8 1.5Rs.40001 to Rs.60000 0.9 4 5.9 4.3 1.7 1Rs.60001 to Rs.80000 * 2.4 1.5 1.4 0.5 0.2Rs.80001 to Rs.100000 1.1 2.4 0.9 0.2 0.3 0.1Rs.100000+ 1.1 3.4 3.2 2.8 0.5 0.3

Car ownership

SanmargTOI-

Kolkata

Telegraph

Statesman ABP Bartama

n

Sample 256 509 930 169 2827 1123Est. Individuals (000s) 502 630 1035 199 6048 2926Automobile - Ownership % of Total ReadershipOwner 5.4 17.6 17.7 14 5 2.6Automobile - No. OwnedOne 4.5 14.8 14.7 11.5 4.5 2.2Two 0.8 1.7 2.3 1.7 0.4 0.2Three 0.2 1.1 0.8 0.9 0.1 0.1

Our reach amongst Car BrandsSanmarg

TOI-Kolkata

TelegraphStatesma

nABP Bartaman

Est. Individuals (000s) 502 630 1035 199 6048 2926Automobile - Brand % of Total ReadershipFord Ikon 0.1 0.5 0.5 0.2 * *Honda City 0.6 0.6 0.9 0.4 0.1 -Hyundai i10 0.3 0.4 0.3 0.3 * *Hyundai i20 - - - - - -Hyundai Santro * 1.3 1.3 0.9 0.4 0.2Hyundai (Others / Unspec.) 0.4 0.3 0.4 - * -Maruti 800 0.1 2.2 2.9 2.1 0.8 0.3Maruti Alto 0.3 1.7 1.9 1.5 0.7 0.4Maruti Swift 0.5 0.7 0.7 0.3 0.1 -Maruti Zen / Estilo 0.3 1.1 1.8 0.6 0.4 0.2Skoda Fabia 0.2 - * - - -Tata Indica (Any) 0.9 1.2 0.7 0.3 0.2 0.2Tata Indigo (Any) 0.4 0.3 0.5 0.3 0.1 *Tata Nano - 0.1 * - * *Mahindra Scorpio 0.1 0.7 0.7 0.3 0.2 *Tata Sumo 0.1 0.7 0.8 2.7 0.2 0.3Toyota Innova 0.2 0.4 0.3 - * -Automobile - Type OwnedCar 4.9 16.2 16.4 11.2 4.5 2.2Van 0.3 0.3 0.5 0.8 0.2 0.2Jeep / SUV 0.6 2.2 2 3.4 0.6 0.4

Some automotive brands we carrying…

We look forward to helping sell your brand…

namaskar