Market Prioritization and Distribution Footprint is the Quintes approach to identify priority markets at a granular level (at district and lower levels) and provide inputs that would help the company reach the priority markets efficiently.
The inputs help clients in planning localised marketing initiatives and increasing the company’s distribution reach and efficiency (expanding reach, increasing focus and optimising direct/indirect reach).
The Quintes approach is a customised approach that takes into account both the ‘category’ and ‘economic’ variables to prioritise markets. Using these variables, Quintes identifies markets that are ‘attractive’ using three key parameters – size, growth and premiumness/category nature.
A combined classification using all three dimensions is then derived - ‘market attractiveness’. Finally, combining the market attractiveness score with the company’s ability (company distribution strength, cost of reach, relative market share etc), the agency identifies markets to invest in, maintain or lower emphasis.
Economic data and category data are not available at lower levels normally. Therefore, Quintes uses different methods/techniques to breakdown the state GDP and category size to lower levels.
The other key deliverable is to identify key ‘anchor’ towns and agglomerations (urban+rural) around them. The key anchor towns and select towns/villages around them are potential points for establishing branches, appointing distributors/micro-distributors etc.
