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.