RK Swamy BBDO launches Guide to Market Planning 2009

RK Swamy BBDO has launched the 2009 edition of the RK Swamy BBDO Guide to Market Planning.

This edition covers and presents data for 515 districts across 21 states and three union territories. These districts are a combination of both urban (towns) and rural areas (villages) which helps marketers focus limited resources for best results.

It provides an aggregate prosperity level, while also measuring the quality of the market. The Guide provides these measures using district as a geographic unit, along with prosperity measures for its urban and rural constituents. It provides insights into markets at aggregate level and in per capita terms.

While past editions have been brought out at district level (i.e. urban plus rural composite), and urban level separately, this yearRK Swamy has gone a step further.

Using feedback from past users, the agency has compiled this year's guide, which complements a composite urban plus rural view, with a disaggregated urban picture, and rural picture separately. Users can now define the geography they want analysed by districts, towns or rural areas, and develop plans that best suit their specific needs.

Data from 18 different sources has been used to arrive at a composite index across categories.