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Introducing MMS.IND ....

the Indo-German Joint Venture


Global
Connections
GERMANY

Vikas Puthran Dr. W.H. Anders


COO CEO
LSI
Micro Marketing Service
India Pvt. Ltd.

GPS Partner
SatNav
Technologies 20 Years Worldwide Experience in
Geo-Based Market Analytics

1
The Concept

Profitable Growth and Right Selling


The MMS.IND Concept and Technology

2
The Concept

The MMS.IND Innovation


vs.
Conventional Approaches

“Artifact” Customer “Life” Customer

Socio - Household Socio - Household


Demographics Environment Demographics Environment
Territorial
Integration

3
The Concept

GPS controlled, geographical network of micro-markets


(longitude/latitude grids of 1 km sq.) for total India

India
States
Districts
Sub-Districts
City Village
Ward
LSI Grid
GPS based
LSI
Indicators

4
The Concept

Who lives in the grids?

? LSI

5
The Concept

Life-Style Segmentation: Data Basis

 Individual Data / Socio-Demographic Data ... such as age,


work/profession, education, gender, family status, migration
background

 Household Data … for example defined by size of household,


ownerships, main supporters, age of children

 Territorial Data … whereby MMS.IND qualifies the granular


micro-areas on a GPS based grid level with life-style indicators
such as property rates, household density, shopping
environment, medical infra-structure

6
The Concept

Life-Style Segmentation India: Reference Data


Urban Education Spending per LSI Affinity Group

Under the Bridge

Daily Survivors 2005-2006


Down the Road

Depandants 2006-2007
Trialers

Dreaming Aspirers

Seeking Aspirers

Confident Aspirers

Mid-Affluent Seekers

Affluent Seekers

Strivers

Global Indians

0 50 100 150 200 250 300 350 400 450

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The Concept

Life-Style Segmentation India: Reference Data


Urban Medical Spending per LSI Affinity Group

Daily Survivors 2005-2006

Depandants 2006-2007

Dreaming Aspirers

Confident Aspirers

Affluent Seekers

Global Indians

0 50 100 150 200 250 300 350

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The Concept

Identifying Neighbourhood Clusters with


Key Segmentation Profiles

Factor Analysis, Cluster Analysis, Neural Networking Technology

9
The Concept
LSI Affinity Groups and Colour Code
Urban and Rural

Global Indians Traditional Home


Strivers Shining Indians
Affluent Seekers High Visibility
Mid-Affluent Seekers Rural GenX
Confident Aspirers Smart Starter
Seeking Aspirers Train of Dreams
Dreaming Aspirers Entangled in Details
Trialers Amazing Confidence
Dependants Work is Struggle
Down the Road Anonymous Life
Daily Survivors Hand to Mouth
Under the Bridge Impossible to Forget
10
The Concept

Life-Style Segmentation India: Samples

Bengaluru Chennai Delhi

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 11
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
The Concept

Life-Style Segmentation India: Delhi NCT

Rohini Mansarovar Greater


Garden Kailash
Karol
Bagh

Uttam
Nagar
Kanjhawala

Jaffarabad
Mustafabad

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 12
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
The Concept

Life-Style Segmentation India: Delhi NCT

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High Smart Train of Entangled Amazing Work is Anonymous Hand to Impossible
Rural GenX
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
The Concept

The Socio-Demographic Twin


Compatible Income – Different Spending Behavior

URBAN RURAL

Lifestyle Lifestyle
Housing Condition Housing Condition
Brand Affinities Brand Affinities
Hobbies Hobbies
Consumer Attitude Consumer Attitude
Cancellation Risk Cancellation Risk

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 14
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
The Concept

Rural Branch Network


Building Rural Sales Infrastructure in Central
Towns using Centrality Index

Centrality
600,000 Village/Town Index Households
Villages Purbba Naopara 3.63 460
Uttar Chandannagar 3.37 160
Chinchurah 3.15 301
Kamranga 3.10 996
Barisha 3.07 140
Bandhgora 3.03 63
1,000
Benagarya 3.03 800
Branches
Narayanpur 3.01 603
Khairachati 2.95 859
Uttar Hazipur 2.94 87

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 15
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
Rural India – Central Villages

Opportunity Current Status


Centrality Policy Total Average Village Centrality Policy Total Average
Village Name Index Count Premium Premium Name Index Count Premium Premium
Daund 3.04 11 31,087 2,826 Balapur 0.94 350 614,344 1,755
Gadegaon 2.96 4 11,846 2,962 Walwa 0.49 297 317,770 1,070

Pali 4.06 10 23,336 2,334 Seoni 0.91 129 160,374 1,243

Karanpur 3.20 2 5,722 2,861 Sitapur 0.92 151 150,819 999

High Centrality Low Centrality

High Value Low Value

Low Penetration High Penetration

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The Concept

Life-Style Segmentation India: Affinity Groups

• Global Indians – Mesmerizing Complexity

• The establishment, have their international orientations, know


their traditions. They are secure, confident of their decisions.
They are willing to delegate decision details. They associate with
world-class services and brands.

• Strivers – Genuine Resonance


Ambitious, are successful, believe in their own strengths. They
critically compare prices, services, values. They are security-
minded to safe-guard their achievements. They are focused in
their profession.
Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 17
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
Customer Segments within the LSI Affinity Groups

• It is the salaried class that tends to buy the most


life insurance, followed by businessmen.

• Life insurance awareness is the highest amongst


the salaried class
Nearly 96 % households that have a regular salary as a source
of income are aware about life insurance.

Source: NCAER

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 18
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
The Concept

The MMS.IND Concept:


Linking Your Internal Data with External
Consumer Profiles and Market Data

GPS
+
Normative Address

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 19
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
The Concept

GPS
+
Normative Address

Global Affluent Mid-Affluent Confident Seeking Dreamings Down the Daily Under the
Strivers Trialers Dependants
Indians Seekers Seekers Aspirers Aspirers Aspirers Road Survivors Bridge

Traditional Shining High


Rural GenX
Smart Train of Entangled Amazing Work is Anonymous Hand to 20
Impossible
Home Indians Visibility Starter Deams in Details Confidence Struggle Life Mouth to Forget
Indian Insurance Industry
Position after 10 years of Privatization

In the Indian Life Insurance Sector, the incumbents continue to


dominate even 10 years after opening-up to the Private Sector.
Looking at the Indian Insurance Industry market results until
now, the overall premium growth has been 25 %. But in the
Private Sector of the industry growth has been disappointing at
barely 12% with a combined market share of only 35% versus
LIC.
Individual New Business as at March 2010
Life Insurance Growth Market Share
Private 12% 35%
LIC 34% 65%
Grand Total 25% 100% Source: IRDA, Mar 2010

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