Welcome to TGIAn international network of harmonized market and media research surveys, present in over 60 countries around the world, TGI offers an extensive and flexible range of solutions to meet your marketing needs. For example, TGI can tell you: • • • • • How your customers think What drives customer choice What you need to know when launching a new product Your ideal marketing partners How your brand could enter a new territory About TGI: TGI provides invaluable, comparable product, brand, media, attitudinal and demographic data for over 60 countries across 6 continents. TGI can help you find the answers to all types of marketing questions, quickly and flexibly By accessing TGI data, clients have extremely valuable information at their fingertips for all their marketing analysis and planning. Whatever the priority: whether it is consumer profiling, market segmentation, targeting, re-positioning, market entry, product development, brand insight, cross- promotions or media planning Who uses TGI? Brand Owners, their Creative, Media, Direct Marketing, PR and Promotions agencies and Media Owners use TGI extensively to help them develop more efficient marketing strategies and advertising campaigns. The TGI Survey: The TGI survey collects information on many different aspects of its respondents. Not only do we ask our respondents about their product and brand use but also about their leisure activities, their use of services, their media exposure and preferences, their attitudes and motivations and of course demographics. This means that the data available to you is extremely broad and flexible, presenting virtually endless opportunities for market analysis and segmentation and helping you develop your targeting and consumer understanding. All TGI data is weighted to match known demographic profiles, and our media measures either constitute national media currency themselves, or are re-weighted to match the accepted currency. TGI 2008 Post the four rounds of TGI in India, we were flooded with requests for increasing the frequency of this study and respecting your sentiments we have decided to make TGI a yearly affair from the eighteen monthly one earlier. Announcing the next round of TGI – TGI 2008 –released in February ‘09
[email protected] [email protected] TGI 2008 – A single source marketing, communication and planning tool IMRB International had launched Target Group Index (TGI) in India in 2001. TGI is an international product from Kantar Media Research (KMR) – WPP’s specialist global research agency offering media research services. KMR offers TGI in 60 plus countries and is widely used by Advertising agencies, Media owners and Advertisers round the world. TGI is the largest single source database offered in India till date, combining products, brands, media, demographics and lifestyles. Subsequent to the successful launch in 2001, IMRB International did three more rounds of TGI viz; TGI 2003, TGI 2005 and TGI 2007. IMRB International now presents to the industry the fifth round of TGI - TGI 2008. This note covers comprehensively all that TGI 2008 has to offer: TGI 2008 covers more than: 200 categories 3000 brands 40 radio stations 250 television channels 195 lifestyle statements Truly, its analysis possibilities are limitless! Why is TGI important? TGI is important because it enables practitioners in marketing, whether they are manufacturers, advertising agencies or sellers of media to improve their existing businesses and obtain new business. Marketing TGI identifies heavy, medium and light users as well as non-users of a category in a vast range of product categories and sub-categories and links them up to demographics, media and lifestyles. So, it is possible to explain who these people are, what their attitudes are and what media vehicles are best to reach them. Looking at brand usage, it is possible to identify some elements of brand loyalty by examining: Solus users Those who prefer the brand over others – but also use other brands Those who are more casual in their use of a brand So, it is possible for a marketer to know for his brand who his users are, what they read, watch and listen to and what their attitudes are. He will also have the same information about his competitors. Advertising Agency To an advertising agency, another use of TGI is acquisition of new business. TGI is a readymade library of products, brands, demographics and media data – and offers enormous potential for new client prospects. Media Owner Buying and selling of media today is even more concerned with cost effective and accurate targeting of an advertiser’s product. From the media owner’s point of view, he must not only know who his audience is, but also how that audience fills the requirements of the market place. Just as TGI provides advertising agencies with the expertise to define markets, the same tools provide the media owner to relate his audience to the advertiser’s target. TGI 2008 Coverage TGI 2008 covers: Metros: North West South East Delhi, Lucknow, Kanpur, Ludhiana, Jaipur Mumbai, Ahmedabad, Pune, Surat, Indore Chennai, Bangalore, Hyderabad, Cochin Kolkatta, Patna, Bhubaneswar 190+ Urban towns (classified into <1L, 1-5L, 5-10L, 10-40L ) in the states of Andhra Pradesh, Maharashtra, Karnataka, Punjab/Haryana, TamilNadu, Uttar Pradesh/Uttaranchal, Rajasthan, Madhya Pradesh/Chattisgarh, Kerala, Gujarat, Orissa, Bihar/Jharkhand & West Bengal. Target Group TGI 2008 respondents are: Individuals aged 15 –55 years Belonging to Social Class A, B, C. Sample size The total sample size for TGI 2008 is about 31,000 of which SEC A and B would account for about 75% of the sample. Over-sampling of higher social classes was deliberate to capture usage of high end products and brands. Topics covered TGI 2008 covers the following broad areas: 1. Food 2. Household Products 3. Pets and Pet Food 4. Pharmaceutical & Chemist products 5. Toiletries and Cosmetics: Women & Men 6. Non-Alcoholic Drinks 7. Alcoholic Drinks 8. Sweet & Salty snacks (including confectioneries) 9. Tobacco Products 10. Motoring 11. Shopping, Retail and Clothing 12. Sports and Leisure 13. Holidays and Travel 14. Financial Services 15. Communications & Internet 16. Appliances and other Household Durables 17. Electronics and other Personal Items 18. Lifestyle 19. Attitudes and opinions regarding self, family, media, advertising, brands, health, etc 20. Media consumption 21. Demographics APPENDIX : TOPICS COVERED The specific categories covered in the TGI are as follows: Products for individual consumption / use (Information: Eaten/used in the last 12 months, frequency of use, brand used ‘most often’ and ‘others’) Food 1. Ice creams 2. Chocolates 3. Toffees, candies, lozenges 4. Mint and mouth fresheners 5. Chewing gums / bubble gum 6. Chips/wafers 7. Potato/corn/rice puffs 8. Other snack items (like dalmoth, sev, mixture) 9. Biscuits 10. Breakfast cereal 11. Butter 12. Cheese and Cheese spread 13. Margarine/Low fat Butter 14. Mayonnaise/Sandwich spreads 15. Salad Dressings 16. Soup 17. Tomato Ketchup 18. Instant Noodles 19. Instant Pasta 20. Ready to eat meals 21. Branded & packaged yoghurt/Dahi 22. Packeted & Tinned Peanuts, Cashews & other nuts Soft Drinks / Mineral water / Tea / Coffee (Non alcoholic drinks) 23. Fruit drink / juices 24. Ready to drink Flavoured milk and lassi 25. Colas (like Pepsi, Coke) 26. Other fizzy soft drinks (like Sprite, 7 up) 27. Soda 28. Bottled mineral water 29. Tea 30. Coffee 31. Ready to drink Fruit & Vegetable Juices 32. Energy Drinks 33. Glucose powder 34. Fruits/Squashes/Cordials/Concentrates/Powders 35. Iced Tea OTC products, health supplements and others 36. Ailments and Complaints 37. Cold and flu remedies 38. Throat lozenges 39. Cough Mixtures 40. Acidity and indigestion remedies 41. Laxatives for constipation 42. Pain killers (headaches and other pain) 43. Rubs, balms & pain killing sprays 44. Mouthwash and gargles 45. Artificial sweeteners (like saccharine) 46. Honey and Chyawanprash 47. Vitamins and other supplements 48. Antiseptic lotions for personal use 49. Medicated/antiseptic creams for personal use/ 50. Condoms (Males) 51. Medicines for Dust, Pollen & other allergy 52. Health & Fitness Toiletries 53. Toothpaste 54. Tooth powder 55. Toothbrush 56. Talcum powder 57. Toilet / bathing soaps 58. Shampoos 59. Hair oil 60. Moisturising creams, lotions / gels, cold creams 61. Fairness and turmeric creams 62. Cleansing creams and lotions 63. Hair styling products 64. Hair colourants 65. Deodorants (roll on / spray) excluding after shaves / perfumes 66. Expenditure on toiletries and skin care products 67. Liquid soaps for washing hands 68. Shower Gels 69. Hair Conditioners 70. Hair & skin type 71. Body Creams & Lotions 72. Face washes & Scrubs 73. Hair sprays 74. Henna / Mehandi 75. Hand Creams & Lotions Only women 76. Details on • Length of hair • Visit to beauty parlour 77. Body sprays / perfumes 78. Shaving & hair removing products 79. Nail polish 80. Eye make up (kajal, eye liner, mascara) 81. Face powder and foundation (liquid) 82. Lipstick 83. Blushers & highlighters 84. Bleaches at home 85. Sanitary napkins/tampons/liners 86. Expenditure on skin care products 87. Foundation Only Men 88. Razors / razor blades 89. Shaving cream, soap, foam, gels 90. After shave / sprays / cologne 91. Expenditure on toiletries and skincare items 92. Male grooming activities Alcohol (Adults 18+ years) 93. Alcoholic drinks 94. Beer & lager 95. Wine 96. Rum 97. Whisky 98. Brandy 99. Gin & gin pre mixed 100. Vodka & vodka pre mixed 101. Liqueurs / other alcoholic drinks Tobacco(18+ years) 102. 103. Cigarette Zarda, Gutkha, Pan Masala Products for household consumption / use (Information: Used in last 12 months, frequency of use, brand used most often and others) Food 1. Cooking oil 2. Vanaspati 3. Ghee 4. Tea 5. Coffee 6. Biscuits 7. Liquid milk 8. Health food drink 9. Powdered milk / whitener 10. Flavoured milk in large Tetra packs 11. Fruit juices in large Tetra packs 12. Baby milk 13. Baby food 14. Condensed milk 15. Instant noodles 16. Other noodles, macaroni, spaghetti, vermicelli (sevai / semai) 17. Bread 18. Breakfast Cereals 19. Atta 20. Salt 21. Packet branded spice powder / pastes 22. Butter 23. Table margarine 24. Cheese 25. Jams 26. Marmalade 27. Pickles 28. Tomato ketchup/sauce 29. Mayonnaise / Salad dressing and other sauces 30. Squashes / sherbets / concentrates 31. Custard powder 32. Jelly powder/crystal 33. Ready to eat packaged food 34. Ready to eat chopped vegetables 35. Tinned and packet soups/soup mixes 36. Baking powder 37. Cornflour 38. Snack mixes ( like dhokla, vada, dahi vada, dosa, idli, adai, uttapam, upma, poha) 39. Cake mix / pudding mix / gulab jamun mix / kulfi mix 40. Basmati rice 41. Soft drinks for serving at home 42. Ice cream in tubs and blocks 43. Packaged meat and fish (bought uncooked or ready to fry or ready to eat) Food (contd) 44. Sweets from halwai 45. Microwave/ pressure cook popcorn 46. Packet frozen vegetables & paneer 47. Vegetables and fruits in bottles and tins 48. Honey and chyawanprash 49. Instant Pasta 50. Packet Pasta 51. Packeted mixed spice powder 52. Ginger/Garlic paste 53. Tamarind Paste 54. Curry Paste 55. Tomato Puree 56. Conserve 57. Chutneys 58. Salad Dressings 59. Willingness to pay a premium for packaged food Non-food 60. Powder, cakes & liquids for washing clothes 61. Post-wash - blue 62. Post-wash - instant starch / stain removers / fabric softeners 63. Post-wash - bleach 64. Toilet / bathing soaps 65. Liquid soaps for bathing / washing hands 66. Toothpaste 67. Toothpowder 68. Toothbrush 69. Household insecticides 70. Products for cleaning floors/tiles/bathrooms/toilets/commodes 71. Products for cleaning utensils 72. Dish washing powder, bars, liquids, pastes 73. Scrubbing pads 74. Shoe polishes and cleaners 75. Disposable nappies 76. Baby talc 77. Aluminium foils / cling wraps 78. Air freshener 79. Match Box 80. Liquid soap for washing clothes 81. Fabric Conditioners 82. Stain Removers/Products for Cuffs and Collars 83. Antiseptic liquid for household use 84. Glass or plastic metal surface cleaners 85. Blocks in cisterns 86. Ziplock bags 87. Furniture polish/Metal Polish 88. Toilet paper Durables and Related products 1. Products in home (53 items) • Currently owned • Decision maker in purchase • Bought in last 12 months • Intention to buy in next 12 months (for some items) Detailed modules (including brand information) on 2. Television sets 3. Cable / satellite connection 4. DTH connection 5. VCR/VCP/VCD/DVD player 6. Digital diary / personal electronic organiser 7. Microwave oven 8. Electrical light, bulb/tube light 9. Radio, music playing equipment, ipods, MP3 players 10. Records, tapes and compact discs 11. Washing machines 12. Refrigerator 13. Air conditioner 14. Telephones 15. Use of phone booth / call box / pay phone 16. Mobile phones 17. Cameras & photographic accessories 18. Film and film processing 19. Dry cell batteries 20. Personal computer at home 21. Personal computer at work 22. Computer games 23. UPS and Gensets 24. MP3 Players 25. Video camera / camcorders Computer Courses and others 26. Computer education 27. Other courses Cars and 2-wheelers 28. Car ownership 29. Car insurance 30. Car driving 31. Car fuel 32. Car lubricants 33. Car battery 34. Car tyres 35. Car CNG/LPG kits 36. Car accessories 37. Driving license 38. Commercial vehicle ownership 39. 2 Wheeler ownership 40. 2 Wheeler Insurance 41. 2 Wheeler Driving 42. 2 Wheeler fuel 43. 2 Wheeler lubricants 44. 2 Wheeler battery 45. 2 Wheeler tyres Travel and Leisure 1. Holiday travel in India 2. Holiday travel outside India 3. Air travel 4. Air miles 5. Airlines traveled and feedback on the same 6. Hotels 7. Travel to work 8. Travel on business 9. Air travel on business 10. Car rental 11. Business decisions taken or not 12. Business trips abroad 13. Traveler’s cheques Leisure, Interests and Activities 1. Sports & leisure activities – participation and interest in the last 12 months 2. Theatre, music and art - attendance 3. Theme parks – visited or not 4. Eating habits – veg / non veg 5. Eating out in restaurants – incidence and frequency 6. Fast food restaurants / home delivery - incidence 7. Pubs and liquor bars – incidence and frequency 8. Visits to Malls – incidence, frequency and activities done 9. Coffee Bar 10. Discos – incidence and frequency 11. Clubs – incidence and frequency 12. Type of movies watched 13. Type of music listened to 14. Weekday activities 15. Health and fitness 16. Time diary – record hour wise activity ‘yesterday’ 17. Housework – participation in 18. Shopping for fresh foods – incidence and place 19. Shopping for groceries – incidence and place 20. Ice Cream Parlours 21. Gifts Home 1. House details 2. Home painting 3. House construction / extension – cement / rebars used 4. Sanitary-ware / bathroom fittings 5. Modular Kitchen cabinet 6. Electric Kitchen chimneys 7. Branded furniture 8. Floor / wall tiles 9. Power cuts 10. Fuel and others Apparel, Footwear, Jewellery and others 1. Clothes for men including expenditure Readymade trousers Readymade shirts Material for suits, trousers, shirts Branded readymade coats, suits, jackets, blazers T-Shirts Readymade sweaters, pullovers Innerwear 2. Clothes for women including expenditure 3. Body warmers 4. Jeans 5. Shoes, sandals, slippers 6. Sneakers, sports shoes, trainers 7. Hawai slippers 8. Rubber PVC Shoe/Slippers/Floater/Sandal 9. Watches 10. Jewellery 11. Luggage and briefcase 12. Pen 13. Greetings cards 14. Toys bought 15. Large shops 16. Book shops 17. Music Store 18. Alcohol purchase for home consumption Savings and Investments 1. Bank accounts – primary account, most preferred bank 2. Telephone banking 3. Credit cards / ATM cards / Debit Card 4. Stocks and shares 5. Loans 6. Investments – Government related / Non-Government related 7. Mutual funds 8. Health / medical Insurance 9. Life insurance 10. General insurance (excluding medical) 11. Annual Income Attitude and opinion 1. Lifestyle attitudes (Yes, No type statements) 2. Attitude towards Media, Finance, Food, Electric / Electronic equipment, Shopping, New age shopping (retail), Drink, Travel, Diet / Health, Home, Personal appearance, Environment and other General statements (on a 5-point agree disagree scale statements) 3. Health Opinions regarding health – physical or mental Chronic lifestyle diseases – profile of people in family who suffer from those diseases What being healthy means to respondent Self rating of physical fitness and mental alertness Faith in alternative medicines for treatment of health problems Giving up smoking (18+ , smokers) Media consumption 1. Press Languages read Number of issues read or looked at recently for each publication Last occasion on which a specific publication was read For publications read within the issue period (eg : 1 month for monthlies) • • • Place of reading the publication (On last occasion) Read own copy or borrowed copy (On last occasion) Time spent reading / looking through the publication (on last occasion) Number of days newspaper or magazine read in a week Time spent reading newspaper or magazine on • an average working day in the last week • Sunday / Holiday in the last week Home delivery : magazines Topics of interest in newspapers and magazines 2. Television viewing Watched TV in the last 3 months Watched TV in the last 1 month Number of days watched in an average week Time spent on watching TV on Saturday in an average week Time spent on watching TV on Sunday in an average week Time spent on watching TV on an average working day in an average week Time slots at which TV watched in the last 1 week on an average working day Time slots at which TV watched in the last 1 week on Saturday Time slots at which TV watched in the last 1 week on Sunday 3. TV channels watched Channels watched nowadays, for at least one hour in a week. Channels watched in the last 6 months, for at least one hour Channels watched in the last 7 days, for at least one hour Channels not watched nowadays, but received on TV Language in which programmes watched. Favourite channels for watching news Favourite channels for watching serials Favourite channels for watching sports Favourite channels for watching movies Favourite channels for watching music programmes Favourite Hindi / Regional language channels Favourite English language channels Type of programme genre watched Opinion on TV channels 4. Radio listening Listened to radio broadcast in the last 12 months Last listened to any radio programme Radio station listened to in the last 3 months / 1 month / 1 week Number of days listened in an average week Time spent listening to radio on Saturday in an avg. one week Time spent listening to radio on Sunday in an avg. one week Time spent listening to radio on average working day in an avg. week Type of programmes listened to Languages of radio programmes usually listened to Languages in which BBC World Service and FM listened to Place where radio is heard Frequency of listening to specific radio stations (including all FM stations) Number of hours spent listening to specific radio stations on an average listening occasion (including all FM stations) Times at which radio listened to on an average working day Times at which radio listened to on a Sunday / holiday Favourite FM channels – overall, on the weekend, on a week day 5. Cinema / halls Incidence of watching cinema at halls Frequency of watching cinema at halls Last visit to cinema hall Language of movie watched last Type (Genre) of movies preferred 6. Word of Mouth Categories talked about Amount of WOM Conviction about brands advertised through WOM 7. Celebrities and Celebrities endorsements Celebrity association with categories Celebrity – Valued a lot/valued earlier 8. Internet Incidence of accessing Internet in the last 3 months • • • At home At office Elsewhere Last accessed the internet Place where internet accessed from Number of days internet accessed in an average week Time spent online in the last one week • • On a Sunday / holiday On an average working day E-mail Surfing the net Chatting Purchases through the net Time spent online on various activities • • • • Medium through which internet is accessed at home Amount spent per month if accessed through cable operator Service provider used to access the internet Purpose for which internet is used Search engine used Downloading of Music Online Gaming and Downloading of games Usage of e- cards Usage of blogs ( create, read, names of blogs) Usage of networking sites Wikipedia 9. Other Media Direct mail – incidence of response to SMS/ MMS Usage and reasons for using Response to advertising Outdoor Type of site re-called No. of hrs/ week by mode of transport Frequency of using mode of transport Demographics 1. Age 2. Education 3. Occupation – respondents and other family members 4. Languages spoken 5. Employment 6. Marital status 7. Children – number, age, medium of instruction in school, type of school 8. Family size 9. Income 10. Social Class