MxMIndia

Tag: Chrome Data Analytics

  • The proprietary tool monitors brands health and provides insights into the efficacy of their retail visibility across 6100+ towns, 1,03,000+ retail stores and 1100+ brands in India

    Brickworks Media launches Retail Track for brands

     

     

    Brickworks Media, a sister concern of Chrome Data Analytics and Media which focuses on market research and third party audits, has launched Retail Track for brands. Brickworks Media’s latest proprietary tool monitors brands health and provides insights into the efficacy of their retail visibility across 6100+ towns, 1,03,000+ retail stores and 1100+ brands in India.

     

    With Retail Track, brands would be able to access the following insights: Retail Index – visibility index calculated based on collateral; Share of Visibility – comparative analysis of brand visibility (in/out shop; Brand Visibility – in-store visibility of your brand vis-à-vis competition; Compliance Audit- audit on price violations, product availability and promotor recommendation etc; Competition Tracking- tracking of price, availability and recommendation for competition brands.

     

    Speaking at the launch, Pankaj Krishna, Founder and CEO, Brickworks Media said, “Retail Track will assist brands understand the exact measure of their visibility as well as its impact across the country. With the major chunk of markets belonging to the unorganised sector, tracking retail visibility for brands in a scientific, actionable manner can be a challenge. Brickworks Media, with its unmatched infrastructure and pan-India presence helps brands gain insights into the efficacy of their campaigns. Retail Track breaksdown the clutter into a structured landscape for retailers and brands using a mix of technology and manpower to achieve unprecedented market coverage. ”

     

  • Chrome Data Analytics has released a Rural Establishment Report covering 2 lakh villages representing 300mn people

    Decoding Rural India

     

    It’s being billed as the World’s Largest Rural Establishment Report. Chrome Data Analytics, has unveiled a report covering 200,000 villages representing over 300 million people.  The Rural Establishment Survey covers consumer behaviour and habits in over 200,000 Indian villages.

     

    The survey, which was done over a period of 15 months, involved the entire Chrome DM infrastructure of over 650 field executive, 450 telecalling staff and the 150 strong analytics team, together speaking over 22 languages to map the length and breadth of the country. Respondents were made to fill out a detailed questionnaire which included consumer habits, family income and lifestyle patterns among other things.  The survey holds direct actionables for brands and agencies to help target growth regions Broadcasters, for example can know the exact subscriber base of cable networks in the villages covered.

     

    Here are some of the key findings of the report:

    1.90% of Rural Bihar prefers branded tea over local players.

    2. Rural:  Kerala, Punjab and Haryana have the max disposable incomes to spend on FMCG products.

    3. Data for Patanjali:

    :: Patanjali has been spotted most across all channels, no of insertions – 24828 (Wk-33).
    :: As a result, 93% of rural HSM India are aware about Patanjali/Ramdev baba’s product.
    :: 56% of rural HSM are not even aware about 30% of Patanjali’s products, most accessible products are Shampoo, Hair Oil, Chyawanprash & Honey, of which Honey & Chyawanprash’s market contribution is over 40% within the category.
    :: Within the Sugar category, 90% of rural HSM India buy open local sugar & only 5% have been buying sugar from Patanjali store.
    :: Within the Atta Category, 91.5% of rural HSM buy local atta/or chakki atta rest prefer Aashirvaad in this category.

     

    Important Categories – Most popular/consumption brands:

     

    Soap Lux, Lifebuoy (70% of North market share)/ Medimix (South)
    Shampoo Clinic Plus (Sachets especially)
    Hair Oil Parachute/Dabur Amla (Known as Amla)
    Hair Color Godrej  
    Detergent Surf/Nirma
    Beauty Cream Fair & Lovely (Sachets)
    Telcum Powder Ponds  
    Toothpaste/Toothbrush Colgate
    Butter Amul
    Chywanprash Dabur
    Honey Dabur
    Soft Drinks Coca Cola & Pepsi (almost 40% of market share each)  
    Chips Lays  
    Tea Tata Tea  
    Coffee Nestle  
    Ketup Kissan  
    Ointments Iodex, Vicks  

     

    As per Chrome’s latest survey (Monthly per capita expenditure):

    Across all major states in India, in Rural, Kerala followed by Punjab & Haryana have got maximum disposable income (an average of 2500 per month) whereas Odisha, Chhattisgarh, Jharkhand & Bihar spends very less (an average of 1150 per month).