Use of MIMI – Case Example

Urban Case Study

Problem situation:

A MNC retail player wants to enter into India for Grocery and Apparel Retailing. They are primarily looking at cities with a population in the range of 20 to 30 lakhs.

How can MIMI help?

MIMI data reveals that there are 13 cities with a population in the range of 20 to 30 lakhs.

How can three cities be selected out of these 13 cities?

District Urban MPI Urban Population MPI per Million Population Urban Amount Deposit Amount Deposit per Million (Lakh) Urban No. HH Television Population of
Ernakulam 222.02 2232564 99.45 2940133 1316931.12 481622
Coimbatore 143.69 2633170 54.57 2091441 794267.37 641987
Lucknow 139.91 3037718 46.06 3813865 1255503.31 435408
Kancheepuram 137.80 2537825 54.30 822948 324272.95 589338
Nashik 122.86 2598167 47.29 798287 307250.07 383471
Barddhaman 118.98 3079584 38.63 1148906 373071.82 443774
Thiruvallur 118.79 2433018 48.82 574865 236276.51 564393
Indore 115.55 2424312 47.66 1630883 672719.93 387486
Haora 112.47 3064668 36.70 709842 231621.17 409888
Kanpur Nagar 107.09 3015129 35.52 1678579 556718.80 409542
Rajkot 103.59 2208582 46.90 1022569 462997.98 386871
Patna 98.14 2510093 39.10 2514901 1001915.47 312297
Hugli 89.14 2131994 41.81 637520 299025.23 351693

Conclusion

  • It can be seen from the table that based upon MPI, the MNC can select Ernakulam, Coimbatore, Lucknow, Kancheepuram and Nashik in the first phase.
  • However, considering MPI per million, Ernakulam, Coimbatore, Kancheepuram, Athiruvallue and Indore are five cities where the MNC retailer can consider entry.
  • As an indicator of purchasing power, if we take Amount Deposit per Million, then Ernakulam, Lucknow, Patna, Coimbatore and Indore are five cities with the highest economic prosperity.
  • Finally, based on the above conclusions, the MNC should consider entry into Ernakulam, Coimbatore and Lucknow.

Rural Case Study

Problem situation:

A leading Bank would like to expand its rural branch network in the state of Bihar . How can they prioritise five districts with the help of MIMI?

In the first stage, we can take the districts with Rural MPI more than 100. This gives us a set of 12 districts from 39 districts to further analyse.

District Rural MPI Rural Population Value of Crop Production Rural No. of Bank Offices Rural No. of Accounts Rural Amount Deposit (INR Lakh) Rural Shop/Offices
Pashchim Champaran 120.37 3528781 73666724096 85 474177 63421 16462
Purba Champaran 154.43 4683820 19456818289 97 573976 84168 20449
Rohtas 106.88 2535085 17626811913 76 413108 62923 14931
Samastipur 131.37 4107725 14588466385 94 509577 99518 33745
Muzaffarpur 147.83 4308714 14056556718 112 750045 113468 28425
Siwan 108.73 3135865 10367331103 102 812096 138971 20792
Madhubani 144.47 4311466 10117675311 94 454135 72064 19780
Darbhanga 114.04 3541846 9659453486 95 451142 79795 20712
Vaishali 105.53 3262715 9440320260 79 586874 89135 24608
Gaya 117.31 3803888 9021828814 115 661383 105509 17313
Saran 114.82 3591053 8471279237 106 817117 132785 25224
Patna 117.69 3262711 8073637914 113 641417 133036 12727

Conclusion

  • Out of these 13 districts, if we consider Value of Crop Production as measure of wealth of the region then Paschim Champaran, Purab Champaran and Rohtas come on top.
  • In these three districts, the present number of bank offices is less than compared to other districts like Gaya and Patna and therefore, these three districts need more banking services.

Media Case Study

Problem situation:

An advertising agency wants to explore Media Penetration across major districts of Andhra Pradesh so as to allocate marketing expenditure and design media planning strategy

For this, 10 major districts of Andhra Pradesh with highest Market Potential Index (MPI) have been selected. To further understand media penetration in selected districts, the following variable is examined and penetration Per Household is calculated:

District Total MPI Total No. of HH Total No. of HH Television Total No. of HH Computer Laptop with Internet Total No. of HH Mobile Only Total No. of Newspaper Magazine Circulation Newspaper Penetration Composite Media Score
Hyderabad 242.76 1066289 746818 149034 583744 3837823 3.60 10.95
Rangareddy 203.73 1561322 949853 142879 900605 181470 0.12 10.01
Krishna 96.19 1476334 794346 30438 598166 718855 0.49 3.41
West Godavari 244.96 1255628 648607 12050 478091 407568 0.32 1.26
Guntur 101.46 1582990 816849 19383 617321 546085 0.34 2.55
East Godavari 340.12 1605841 821421 22411 614288 507989 0.32 2.28
Visakhapatnam 98.78 1379340 666976 45492 561627 700207 0.51 4.56
Chittoor 71.12 1303870 611465 13763 561188 422100 0.32 1.89
Prakasam 67.05 1087575 468022 6151 451056 258407 0.24 0.85
Srikakulam 116.55 902436 297418 3988 294830 168214 0.19 0.53

Conclusion

  • The Media Planner cannot afford to ignore Hyderabad and Rangareddy districts as they have the highest TV penetration along with an MPI of more than 200 and a Composite Media Score of more than 10.
  • Hyderabad and Rangareddy are also to be covered for communication with new media like Mobile marketing and Internet-based marketing.
  • Newspaper is having the highest penetration per HH in Vishakhapatnam and Krishna after the major district Hyderabad.