PERF RMANCE 04 - The Performance Portal - Ernst & Young

Competing for market share in
rural India
Figure 2. Assessment framework
1.1 Market presence
Brand equity
1.2 Customer acceptance
Market share
performance
1.3 Consistent customer experience
2.1 Network strategy
2.2 Channel management
Distribution equity
2.3 Sales force effectiveness
2.4 Market enablers
The brand effect
Analysis revealed there was a little
correlation between the level of brand
recognition/awareness and the market
shares of players (see Figure 3).
Additional analysis revealed a positioning
mismatch between customer requirements
and recognition of product benefits by the
client (see Figure 4).
While analysis of brand equity revealed
some findings, none of them adequately
addressed the level of underperformance
by the client in key markets.
Figure 3. Market share vs. awareness for
different brands
89%
84%
Figure 4. Mismatch between customer requirements and product benifits
Percentage of respondents recognizing
a brand as leading for different
applications/usage
Product usage by variants
35%
9%
16%
11%
60% 57%
45% 43% 39%
11% 0% 4%
Player 1
Client
Player 3
Player 4
Player 5
Player 6
Player 7
Awareness Market share (FY09)
70%
60%
50%
40%
30%
20%
10%
0%
Product
usage 1
Product
usage 2
Multipurpose
Product
category 1
Product
category 2
Product
category 3
Total
Multi
purpose
Product
usage 1
Product
usage 2
Total
64% 21% 11% 97
71% 9% 18% 285
65% 13% 17% 23
69% 12% 17% 405
Client Player 1 Player 2
Positioning mis-match
63