Product SGMNT Lifestyle

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
7
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
8
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

Rural GenX
Impossible
The Concept
Life-Style Segmentation India: Delhi NCT
Traditional Shining High Smart Train of Entangled Amazing Work is Anonymous Hand to Impossible
Rural GenX
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

Rural GenX
Impossible
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

Rural GenX
Impossible
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
16
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.

Rural GenX
Impossible
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

Rural GenX
Impossible
The Concept
The MMS.IND Concept:

Linking Your Internal Data with External
Consumer Profiles and Market Data
GPS
+
Normative Address

Rural GenX
Impossible
The Concept
GPS
+
Normative Address

Rural GenX
Impossible
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
21

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Introducing MMS.IND ....

the Indo-German Joint Venture

Vikas Puthran Dr. W.H. Anders

Profitable Growth and Right Selling

The MMS.IND Innovation

“Artifact” Customer “Life” Customer

Socio - Household Socio - Household

GPS controlled, geographical network of micro-markets

Who lives in the grids?

Life-Style Segmentation: Data Basis

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

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

 Territorial Data … whereby MMS.IND qualifies the granular

Life-Style Segmentation India: Reference Data

Under the Bridge

Daily Survivors 2005-2006

0 50 100 150 200 250 300 350 400 450

Life-Style Segmentation India: Reference Data

Daily Survivors 2005-2006

0 50 100 150 200 250 300 350

Identifying Neighbourhood Clusters with

Factor Analysis, Cluster Analysis, Neural Networking Technology

Global Indians Traditional Home

Life-Style Segmentation India: Samples

Bengaluru Chennai Delhi

Traditional Shining High

Life-Style Segmentation India: Delhi NCT

Rohini Mansarovar Greater

Traditional Shining High

Life-Style Segmentation India: Delhi NCT

The Socio-Demographic Twin

Traditional Shining High

Rural Branch Network

Traditional Shining High

Opportunity Current Status

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

Life-Style Segmentation India: Affinity Groups

• Global Indians – Mesmerizing Complexity

• The establishment, have their international orientations, know

• Strivers – Genuine Resonance

Traditional Shining High

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

• Life insurance awareness is the highest amongst

Traditional Shining High

The MMS.IND Concept:

Traditional Shining High

Traditional Shining High

In the Indian Life Insurance Sector, the incumbents continue to

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