MICROMARKET

ANALYSIS
Kirti Upadhyay
Applicant ID: 3998688
Mentor : Mr. Ashish Mishra
College name : FOC BHU
What is Micro Market and Micro
Marketing

Micromarketing is a marketing strategy in
which marketing and/or advertising efforts are focused on
a small group of tightly targeted consumers.
Key Points
 Micromarketing is an advertising strategy that allows a
corporation to target a niche group with a particular product or
service.
 With micromarketing, a company defines an audience by a
specific trait, such as gender or job title or age range, and then
creates campaigns geared toward that specific group.
 A company's ultimate goal in micromarketing is to
communicate to a targeted group of consumers and get them to
take action, such as buying a good or service.
My Ecosystem : GORAKHPUR
AREA OF STUDY : MICRO
MARKET
 Basharatpur
 Raptinagar
 Asuran
 Shahpur
 Padribazar
 Mohaddipur
 Golghar
Profiling Key customer segment

Type Of Customer

13% Service
Self Employed
8% Student
41%
Retired
Not working
16%

21%
Government Employees :
 Railways.
 Government Schools
 Government Degree colleges
 Public sector banks
 LIC
 Government Doctors
 Other center and state government services .
Private Employees :
 Medical Representative
 Sales person in various mobile company
 Private school teacher
 Private colleges
 Real estate sector
 Private companies
 Factories etc
Self employed
 Private doctors
 Medical store
 Cloth shop
 Electronic shop
 Retail shop
 Jewelry shop
 Footwear shop
 Real estate business
 Cosmetic Shop etc
Working Class

Working class segment

20%
Goverment Job
35% Private Job
Self Employed

45%
Dominant Local Industries

1.ARP pvt . Ltd

2.Gallant ISPAT Limited
3.Goyal Edibles Ltd
4.Hi-Tech Hospital and health care Corporation Ltd
5. Indian Glycols Limited
6.Jalaan Jee Polytex Ltd.
7.V.N Dyers and processores Pvt. Ltd.
8.Ankur Udyog Ltd.
9.Saraiya Distillery
10.Saraiya suger mill
Competition

 The biggest competitor is State Bank Of India with around 33

branches in Gorakhpur. The second is Punjab National Bank
and Union Bank Of India , these have around 13 to 14
branches in Gorakhpur.
COMPETITION
PRODUCT COMPETITOR COMPETITOR
PRODUCT
SAVING ACCOUNT SBI , PNB, UNION PRODUCTS :
BANK OF INDIA SBI: Saving bank
account

PNB:PNB saving
account

Union bank of India:

Saving Bank Account

CURRENT SBI, HDFC, AXIS SBI: Regular current

ACCOUNT account
Normal current account
HDFC :Plus current
account
Premium current
account
AXIS: Prime current
account
PRODUCT COMPETITOR COMPETITOR
PRODUCT

FD AND RD SBI,UNION BANK

OF INDIA, PNB

SIP HDFC HDFC small cap

fund

Health Insurance Star health insurance Low cost Premium

Personal Loan SBI SBI Quick Loans

Competitive Digital Products

BANK PRODUCTS
HDFC HDFC Mobile Banking app ad
payzapp
SBI YONO SBI
Market Information
The market of Gorakhpur is vast and well diverse It Contains all
types of shops and businesses. The most important areas are
Golghar , Asuran ,Rapti Complex,Mohhadipur , Pardari Bazar etc.
Golghar is the main market , it has all kinds of shops from cloths,
jewellery, household utensils etc. Baldev Plaza in Golghar has
most of the mobile shops . Shahi market in Golghar is famous for
the electronic items especially laptops and computer related
products . Bhalotia market has medical shops . Rapti complex has
cloths shop , though it does not have branded products but it has
nice cloths at low rate. Asuran chouk has jewellery shops and
various other small shops. There is various malls, big bazar,
Spenser's , reliance trends and pantaloons in Gorakhpur . There are
many other important areas but my area of study was confined to
these places.
Local Market Practices and
Trends
 2 show rooms of Big bazar
 4 show rooms of Reliance trends
 2 Spencer's
 3 malls with all the major brands and shops
 Ramjas Rai clothing shop
 Tanishq showroom
 Reliance Jewels and a lot other major shops
Demographic Profile of the
customers

Types Of People according to age

18% 40-60
20-40
40% above 60
13% below 20

29%
Income range(Monthly)

8% 15% Less than 10k

10k-40k
27% 40k-70k
more than 70k

49%
Customer Preferences

Banking Products(According to use in percentage)

90
80

60
50 50
40 40
30

10
5
t t rd rd P e t ns
n n SI c FD RD n a
c ou c ou Ca Ca ran c ou Lo
Ac Ac b it it su Ac
t De ed In t
ng n Cr a
vi rr
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Sa C u D
 Banking Products in Demand(in Percentage)

22 22

13
11
10
8
6
5
4
2
nt nt rd rd SI
P c e FD RD n t ns
ou ou Ca Ca ran ou Lo
a
Ac
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Acc b it it su cc
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Sa C u De
 Digital Banking
Most of the people are doing mobile banking by using different
digital banking platforms .Digital banking in mostly used by the
youth but one cannot say that it is not used by adults , They too use
it and find it easy to use . Though some are afraid to use it and
consider it not safe.
 Digital Banking

30% Use mobile banking

Do Not use Mobile Banking

70%
Biggest local competitors overall

 State Bank of India is the biggest local competitor, about 45%

people have their bank account in SBI. It is the biggest
competitor in case of saving account, current account, FD and
RD and loans.
 Punjab National Bank and Union bank of India also has a lot of
customers followed by SBI.
 When it comes to private banks and the services offered , the
biggest competitor is HDFC bank.
THANK YOU