MICA releases third edition of MIMI

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | May 02, 2013
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The marketing intelligence report compiled by Mudra Institute of Communications provides the Market Potential Index data for all 630 districts of India.

MICA has released the third edition of MICA Indian Marketing Intelligence report (MIMI) that can be used by strategic decision makers to make informed marketing decisions in various industry sectors such as advertising, manufacturing, FMCG, durables, banking and finance, food products, automobiles, pharmaceuticals, travel and hospitality, and telecommunication for both urban and rural sectors.

MICA Report


MIMI offers the Market Potential Index (MPI) calculated for 630 districts in graph formats and Excel sheets. The report is an interactive and user-friendly software interface with additional features like customised query, comparison of variables for different districts, creation of customised variables and others.

The report can also come handy for researchers, consultants, entrepreneurs, academicians and students to get a better understanding of the market potential across India.

MIMI uses 143 variables under different broad categories such as Demographics, Household size and Usage, Household basic amenities, Household Light and Fuel, Vehicle Ownership, Agriculture, Media ownership, and Financial services to compile the report which is a result of a unique data fusion algorithm created by analysts at MICA.

MICA has compiled this report using the data from authentic sources such as 2011 Census report, Planning Commission, Ministry of Agriculture, RBI (2009), Audit Bureau of Circulations (Jan-June 2010-11), National Sample Survey Office (2009-10), Bureau of Economics and Statistics of states and union territories and Fertiliser Association of India.

The report has been developed under the leadership of Prof. Vina Vani, PhD in statistics; Prof. Shailesh Yagnik, an expert on information management; and Dr Rohit Trivedi, who comes with more than 10 years of experience in marketing and research.

Mudra Institute of Communications, Ahmedabad (MICA) trains students in the practice, development and management of communications to serve the needs of industry and society through education, research and advocacy. The institution has won several awards. It offers several academic programmes in advertising, research and data analytics, management communications and others.

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