Analysis Report

March 14
2011
Monarch is market leader in India for Videography
segment, due to various factors like good customer
support, product , distribution etc. This is an analysis
of market geographically in India. The market for
Indian Videography is majority consisting wedding
segment.
Videography
industry

Contents
Assam ....................................................................................................... 3
Bihar ......................................................................................................... 5
Chattisgarh ................................................................................................. 7
Gujarat ...................................................................................................... 8
Haryana ................................................................................................... 10
Jharkhand ....................................................... 77o7 Bookma7k not defined.


3

ssam
The Assam economy represents a unique example of poverty amidst plenty.
Inspite of being richly endowed with natural resources, the State lags behind
the rest of India in many aspects.
According to the latest estimates published by the Department of Panchayat
and Rural Development,
Government of Assam, in its website, the magnitude of poverty in the State
is alarming with
(i) Total BPL families in rural areas: 20,28,058 . SC: 2,59,316- ST: 4,28,337
(i) Percentage of BPL families in rural areas: 59.43%
(iii) Geographical distribution of poverty
(a) Highest PC of BPL families in the State: Goalpara (75.25%)
(b) Next Highest: Dhubri (75.03%)
(c) Lowest PC of BPL families in the state: Jorhat (41.00%) & Tinsukia
(41.31%)

It is to be noted that there has been a decrease in the incidence of urban
poverty in the State over time and it has also been lower than the all India
average, but the incidence of rural poverty continues to be higher than the
all India average and has not also shown any sign of improvement over
time.
Other indicators of poverty like Monthly per capita consumer expenditure,
the proportion of expenditure on food to total expenditure and level of food
security also place Assam at a much lower level than the all India average.

onthly Pe7 Capital Consume7 penditu7e
According to NSSO 58th Round data, the average monthly per capita
consumer expenditure in
Assam is marginally higher than the all India average but is the lowest
among the North.Eastern States. For rural Assam it is Rs.532.00 and against
the all India average of Rs. 531.00 and an average of Rs. 628.00 for the
North Eastern States.
For Urban Assam, the average monthly per capita consumer expenditure
with Rs.947.00 is much lower than both the national average and the
average for the N. E. States, the two figures being respectively Rs. 1,012.00
and Rs.1,069.00
Corresponding to the high growth rate of population, there has also been an
increase in the density of population in the State.

nalysis

There is a huge scope of growth in Assam, the market in Assam is majority
NLE market .The majority of customers in Assam consider Monarch as the
pioneer, have a high goodwill for Monarch products , here there is a huge
4

scope of growth as the area is not covered .The major revenue will be from
NLE product , then LE products.
O Assam is a potential market, people are interested in Monarch
Products.
O It is dominant player in the market, there is a huge scope in market.
O There is huge unexplored market.
O This market needs to be pushed by us by increasing dealer relations.
O There is 64% market out of which 15% are interested and rest are yet
to be covered.
O Dibrugarh has good number of interested monarch users.
O Golaghat, Marigaon,North Chachar Hills, Sibsagar, Karbi anglong are
unexplored areas.
O Jorhat is highly competitive market, as major market share is taken by
competitors, yet good number of interested customers.
O Guwahati is a neglected by sales team, very low customer interested
in monarch product.
O Karimganj ,Nagaon, Kokrajhar,Lakhimpur, could be tapped by one TCC
course.
O Nalbari area is completely captured by competitior need to convert the
consumers there.
O Sonitpur & Tinsukia has no videogarphy market needs to be
developed.
O Expected sale of video products in Assam is less than 50 products.


3

Biha7
Bihar is third most populated state of India with total population of
82,998,509 (43,243,795Male and 39,754,714 Female)
Projected population of Bihar for year 2008 is 93,823,000 (Total),
48,677,000 (Male) and 45,146,000(Female).
In terms of income the districts of Patna, Munger and Begusarai in Bihar
were the three best-off districts out of a total of 38 districts in the state,
recording the highest per capita gross district domestic product of Rs
31,441, Rs 10,087 and Rs 9,312, respectively in 2004-05.
%he pe7 capita income of state.
The state has a per capita income of $148 a year against India's average of
$997 and 30.6% of the state's population lives below the poverty line
against India's average of 22.15%. However, Bihar's GSDP grew by 18%
over the period 2006-2007, which was higher than in the past 10
years. Hajipur, near Patna, remains a major industrial town in the state,
linked to the capital city through the Ganga bridge and good road
infrastructure. The level of urbanisation (10.5%) is below the national
average (27.78%); and behind states like Maharastra (42.4%). Urban
poverty in Bihar (32.91%) is above the national average of 23.62%.Also
using per capita water supply as a surrogate variable, Bihar (61 litres per
day) is below the national average (142 litres per day) and that of
Maharastra (175 litres per day) in civic amenities.

nalysis
O There is huge market for NLE product in Bihar.
O Although we are market leaders yet there is a huge market to be
tapped.
O There is a huge market of Videography products in following districts:

1. Chapra
2. Sitamarhi
3. Siwan
4. Vaishali
5. Begusarai
6. Khagaria
7. Munger
8. Muzaffarpur
9. Nalanda
10.Nawada
11.Saharsa
12.Bhagalpur
13.Bhojpur
14.Gaya
15. Gopalganj
16.Pashchim Champaran
17.Patna
18.Purab Champaran
19.Purnia
20.Rohtas
21.Samastipur

6

O Monarch is well established in following districts: Buxar, Darbhanga,
Gaya, Madhubani.
O These are very small markets: Jamui, Jehanabad, Bhabua,Kishanganj,
Lakhisarai, Sheikhpur, Sheohar, Supaul.
O The Banka district is highly covered by competitor.
O Unexplored markets are Arwal district & Aurangabad.
O The market needs to be developed in Katihar & Madhepura district.
O The Event needs to be conducted in these districts: Begusarai, Purnia,
Samastipur, Darbhanga , Khagari, Muzzafarpur, Patna, Sitamarhi,
Araria.
O The analysis shows that atleast 400 video products can be sold all
over Bihar, assuming we can tap 25% of non users and 50% of
interested customers, 25% of competitors product users & 50%
growth in sales of NLE product.

7

Chattisga7h

Chhattisgarh is primarily a rural state with only 20% of population residing
in urban areas. According to the report from Government of India,at least
96% of Chhattisgarh population is either Shudra or scheduled tribes [ST]:
34% are Scheduled Tribes, 12% are Scheduled Castes and over 50% belong
to official list of Other Backward Castes.
%he economy of state:
The economy of Chhattisgarh has grown rapidly in recent years: GDP grew
7.35% from 2004-05 to 2008-09. More than 80% of the population depends
on agriculture, and 43% of the land is cultivated. The main crops
are paddy, wheat, maize, groundnut, pulses and oilseeds. Chhattisgarh is
also called the "rice bowl of India". It has very good irrigation systems,
with dams and canals on various rivers.
Chhattisgarh is also rich in minerals. It produces 20% of the country's steel
and cement. Iron-ore, limestone, dolomite, coal, bauxite are abundant. It is
the only tin-ore producing state in the country. Other minerals
include korandum, garnet, quartz, marble and diamonds.
Industry is significant part of state's economy. State-owned industries
include Bhilai Steel Plant and NTPC. Big private companies include Balco
(sterlite industry), Lafarge and Jindal steel.
nalysis:
O The Chhattisgarh as a state needs to be developed as market for
monarch products as it has a huge purchasing power.
O These districts need to be developed as a market: Bastar, Koriya,
Rajnandgaon, Surajpur,
O These districts need to be tapped for new customers: Bijapur,
Dhamtari, Kanker,Jashpur, Kawardha, Narayanpur, Mahasamund.
O There is a good market for monarch products in these districts:
Bilaspur, Bhilai, Korba, Raipur.
O There is very small market in Champa & Raigarh district
O The estimated sale of Monarch products in Chhattisgarh region will be
100 products.
8

O TCC needs to be done at following areas: Bilaspur, Bhilai, Korba,

Raipur.
O There is a huge demand for NLE product.




uja7at
The population of the Gujarat State was 50,671,017 as per the 2001 census data.
The density of population is 258 persons per km, a lower density compared to
other states of the country.
conomy of Guja7at
Gujarat has some of the largest businesses in India. Major agricultural produce of
the state include cotton, groundnuts (peanuts), dates, sugarcane, milk and milk
products. Industrial products include cement and petrol. Gujarat's major cities
include Ahmedabad, Surat, Vadodara, Rajkot, Bhavnagar and Jamnagar, Karamsad
- v.v.nager. In year 2010, Forbes list of world's fastest growing cities
included Ahmedabad at number 3 after Chengdu and Chongqing from China.
Surat is also one of the fastest growing city in India. Major resources produced by
the state include cotton, groundnut, dates, sugarcane, and petrochemical products.
The state is rich
in calcite, gypsum, manganese, lignite, bauxite, limestone, agate, feldspar and quar
tz sand, and successful mining of these minerals is done in their specified areas.
nalysis:
O The market in Gujarat is a huge market, we have penetrated well.
O The LE market is very well taken care.
O The estimation to sell is 1600 monarch products in market, assuming to
convert 25% non users & 50% interested in our products.
O There is a need to develop NLE market.
O e are well established in following districts: Bhavnagar, Dohad.
O There is a huge market in following districts :Kutch, Mehsana , Banas
Kantha, Sabar kantha, Gandhinagar, Ahemedabad, Anand ,Navsari, Patan,
Surendranagar ,Panch mahals, Junagarh, Valsad.
O The competitors are dominating in following districts need to build a strategy
to grow in following: Bharuch, Narmada.
9

O The following are the districts that are promising : Jamnagar, Rajkot, Kheda,
Vadodra, Porbandar, Amreli, Surat.
O These are too small markets :Tapi & Dangs

10

a7yana
nalysis:
O The market in Haryana is a huge market, we need to penetrate.
O The LE market is very well taken care.
O The estimation to sell is 308 monarch products in market, assuming to
convert 25% non users & 50% interested in our products.
O There is a need to develop NLE market.
O There is a huge market in following districts :Bhiwani, Faridabad , Fatehabad,
Guragon,Hissar, Jind, Karnal, Kurukshetra, Mahendargarh, Sirsa
O The competitors are dominating in following districts need to build a strategy
to grow in following: Yamunanagar.
O The following are the districts that are promising :
O These are too small markets :Kaithad, Jhajjar, Rewar & Rohtak.
O Monarch is a developed market in Ambala, Mewat, Palwal, Panchkula.

11

nalysis:
Cu77ent Status
O The market in Jharkhand is a moderate market, we have penetrated well in
certain places, whereas some need to be developed.
O The LE market is very well taken care.
O There is a need of NLE product.
O The estimation to sell is mona7ch products in market, assuming to
convert 25% non users & 50% interested in our products.


O %he7e is a huge ma7ket in following dist7icts:

Jharkhand Dhanbad
Hazaribaug Purbi singhbhun
Ranchi.


O Plan Of action:
Develop the market strategy to penetrate more in these areas and make the most
of the market

O %he competito7s a7e dominating in following dist7icts need to build a
st7ategy to g7ow in following:

Deoghar
O Plan of action:
Need to work on converting the competitor product uses into Monarch Users with
exchange offers etc.
O %he following a7e the dist7icts that a7e p7omising :

Garhwa Palamu
Godda Kunti
Kodarma Latehar
Lohardaga Pakaur
Sahibganj


ff
1

O %hese a7e too small ma7kets:

Chatra Dhumka
Paschimi Giridih Singhbhum
Gumla Jamtara
Ramgarh
The market is too small can be developed into large market with TCC &
O ona7ch is a developed ma7ket :

Bokaro