Description
To come up with a marketing strategy for a launch of new products in any of the 3 states (Karnataka, Kerala and Tamil Nadu) based on the data provided in the HUL excel sheet.
To know the customers to be targeted for various product launch in any of the 3 states (Karnataka, Kerala and Tamil Nadu).
Data Mining of HUL data
Submitted To: Prof Prabhakar Sastri
2010
Submitted By: Abhishek Vyas Bharatesh Pai Sandeep Sinha Sudip Mukherjee
B A T C H 210 0 9 - 1 1
Table of Contents
Introduction .................................................................................................................................................. 3 Objective ....................................................................................................................................................... 3 Methodology................................................................................................................................................. 3 Descriptive Statistics ................................................................................................................................. 3 OLAP Cube................................................................................................................................................. 4 Charts ........................................................................................................................................................ 4 1. Education Vs Income ......................................................................................................................... 4 2. Education Income Age ...................................................................................................................... 5 3. Occupation Vs Average Income ........................................................................................................ 6 4. Monthly Income Vs Marital Status Region wise ............................................................................... 7 5. Monthly Expenses on Tea and Grocery based on Marital Status ..................................................... 8 6. Number of People in Income Bracket ............................................................................................... 9 7. Number of Cars based on Income................................................................................................... 10 Findings ....................................................................................................................................................... 11 Business Recommendations ....................................................................................................................... 12
2|Page
Introduction Objective
? ? To come up with a marketing strategy for a launch of new products in any of the 3 states (Karnataka, Kerala and Tamil Nadu) based on the data provided in the HUL excel sheet. To know the customers to be targeted for various product launch in any of the 3 states (Karnataka, Kerala and Tamil Nadu).
Methodology
Various approaches have been followed in order to carry out data mining. The various methodologies used in this case are: 1. Descriptive Statistics 2. OLAP Cube 3. Charts
Descriptive Statistics
This technique was carried out for a sample size of 2162. The analysis is shown in the below table.
3|Page
OLAP Cube
OLAP Cube stands for Online Analytical Processing. It is a data structure that allows fast analysis of data. It can also be defined as a capability of manipulating and analyzing from multiple perspectives. The arrangement of data into cubes overcomes a limitation of relational databases. Relational databases are not well suited for near instantaneous analysis and display of large amounts of data. The screenshot below captures a particular plot of data:
Charts
From the data various charts were plotted for data mining. These charts helps in analyzing the data more accurately. 1. Education Vs Income A graph was plotted with Education on the X-axis and Monthly Income on the Y-axis.
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The above graph is divided in the 3 parts. The first part is for Karnataka, second for Kerala and the third for Tamil Nadu. The observations from the chart are: ? For Karnataka, with the higher the educational qualification more is the average monthly income. The consumers who are holding any masters degree is earning more than any other consumer with a lower educational qualification. The consumers next to them are the one holding a bachelors degree, then a diploma and finally a high school graduate. ? For Kerala, again the trend is similar to that of Karnataka. The Masters Degree holders are earning the most then followed by the bachelor’s degree holder. The only difference here is the one who are a high school pass out are having higher average monthly income than the ones with diploma degree. ? For Tamil Nadu, the trend is very opposite from Kerala and Karnataka. The people who are holding the Masters Degree have the lowest average monthly income. The consumers with Diploma degrees are having the highest average monthly income then followed by the Bachelor’s degree holders and then High School pass outs. 2. Education Income Age The graph is plot with the monthly income on the Y-axis and Age (bins) on the X-axis.
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From the above graph it can be inferred that the consumers that fall in the age bin of 30-40 are the ones with highest monthly income. This age bin category has bachelors, diploma, high school and masters degree owners. Then it is followed by the age bin of 20-30 then 40-50. The least earning ones are in the category of 60-70 followed by 0-20. 3. Occupation Vs Average Income
The above graph is plotted with Occupation on the X-axis and Average Monthly Income and Average number of children on the Y-axis. It is inferred from the graph that the consumers who are in an 6|Page
occupation of management have the highest average monthly income and also highest average number of children. The consumers who are professionals are second in the list followed by Skilled manual, clerical and manual. 4. Monthly Income Vs Marital Status Region wise The graph is plotted with Region on the X-axis and Monthly Income on the Y-axis.
From the above graph, it is observed that same trend is present in all the 3 states (Karnataka, Kerala and Tamil Nadu). The trend is the consumers whose marital status is married have higher monthly income than the consumer whose marital status is single. However the consumers in Karnataka have higher monthly income than Tamil Nadu and Kerala.
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5. Monthly Expenses on Tea and Grocery based on Marital Status
From the above graph following points are inferred: ? Condition – Marital Status “Married” ? ? ? In Karnataka, the consumers expenses on tea is the highest In Kerala, consumer’s expenses on grocery are more than on tea. In Tamil Nadu, consumer’s expenses on grocery are more than tea.
So the highest expenses on grocery and tea are in Karnataka, and then followed by Tamil Nadu and Kerala. ? Condition – Marital Status “Single” o Similar trend is followed as seen for the Married section.
The difference in the above graph is that the consumers with marital status “married” expenses are more than the consumer’s marital status “single”.
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6. Number of People in Income Bracket
The above graph is used to plot number of people in different income brackets across the three states. It can be seen that Karnataka has the highest number of people with salary in the range of Rs 60000 to Rs 80000. This information coupled with the next graph can be used as discussed below.
9|Page
7. Number of Cars based on Income
As discussed in the previous graph, maximum number of people in Karnataka have income in the range of Rs 60,000 to Rs 80,000. Accordingly the graph shows the same segment owns highest number of cars. Hence the purchase power of this segment is higher.
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Findings
• • • •
In Kerala Masters degree population has highest average monthly income. High school education has one of the lowest average monthly income. Majority of population in these three states are in age group of 30-50 years. Avg. Monthly income is highest for management occupation also they have highest no. of children.
• •
Married couples have higher level of income than single in all the three states. Spending on tea and grocery is higher in Karnataka and Kerala for married while Tamil Nadu being an exception.
•
In Karnataka maximum numbers of people are in the income group of60-80K and they own maximum no. of cars.
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Business Recommendations
•
When an expensive product is launched in Kerala population having masters degree should be targeted.
• •
Product should be designed taking viewpoint of age group from 30-50 years. When launching a grocery product target single in Tamil Nadu and married in Karnataka and Kerala.
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doc_718994533.docx
To come up with a marketing strategy for a launch of new products in any of the 3 states (Karnataka, Kerala and Tamil Nadu) based on the data provided in the HUL excel sheet.
To know the customers to be targeted for various product launch in any of the 3 states (Karnataka, Kerala and Tamil Nadu).
Data Mining of HUL data
Submitted To: Prof Prabhakar Sastri
2010
Submitted By: Abhishek Vyas Bharatesh Pai Sandeep Sinha Sudip Mukherjee
B A T C H 210 0 9 - 1 1
Table of Contents
Introduction .................................................................................................................................................. 3 Objective ....................................................................................................................................................... 3 Methodology................................................................................................................................................. 3 Descriptive Statistics ................................................................................................................................. 3 OLAP Cube................................................................................................................................................. 4 Charts ........................................................................................................................................................ 4 1. Education Vs Income ......................................................................................................................... 4 2. Education Income Age ...................................................................................................................... 5 3. Occupation Vs Average Income ........................................................................................................ 6 4. Monthly Income Vs Marital Status Region wise ............................................................................... 7 5. Monthly Expenses on Tea and Grocery based on Marital Status ..................................................... 8 6. Number of People in Income Bracket ............................................................................................... 9 7. Number of Cars based on Income................................................................................................... 10 Findings ....................................................................................................................................................... 11 Business Recommendations ....................................................................................................................... 12
2|Page
Introduction Objective
? ? To come up with a marketing strategy for a launch of new products in any of the 3 states (Karnataka, Kerala and Tamil Nadu) based on the data provided in the HUL excel sheet. To know the customers to be targeted for various product launch in any of the 3 states (Karnataka, Kerala and Tamil Nadu).
Methodology
Various approaches have been followed in order to carry out data mining. The various methodologies used in this case are: 1. Descriptive Statistics 2. OLAP Cube 3. Charts
Descriptive Statistics
This technique was carried out for a sample size of 2162. The analysis is shown in the below table.
3|Page
OLAP Cube
OLAP Cube stands for Online Analytical Processing. It is a data structure that allows fast analysis of data. It can also be defined as a capability of manipulating and analyzing from multiple perspectives. The arrangement of data into cubes overcomes a limitation of relational databases. Relational databases are not well suited for near instantaneous analysis and display of large amounts of data. The screenshot below captures a particular plot of data:
Charts
From the data various charts were plotted for data mining. These charts helps in analyzing the data more accurately. 1. Education Vs Income A graph was plotted with Education on the X-axis and Monthly Income on the Y-axis.
4|Page
The above graph is divided in the 3 parts. The first part is for Karnataka, second for Kerala and the third for Tamil Nadu. The observations from the chart are: ? For Karnataka, with the higher the educational qualification more is the average monthly income. The consumers who are holding any masters degree is earning more than any other consumer with a lower educational qualification. The consumers next to them are the one holding a bachelors degree, then a diploma and finally a high school graduate. ? For Kerala, again the trend is similar to that of Karnataka. The Masters Degree holders are earning the most then followed by the bachelor’s degree holder. The only difference here is the one who are a high school pass out are having higher average monthly income than the ones with diploma degree. ? For Tamil Nadu, the trend is very opposite from Kerala and Karnataka. The people who are holding the Masters Degree have the lowest average monthly income. The consumers with Diploma degrees are having the highest average monthly income then followed by the Bachelor’s degree holders and then High School pass outs. 2. Education Income Age The graph is plot with the monthly income on the Y-axis and Age (bins) on the X-axis.
5|Page
From the above graph it can be inferred that the consumers that fall in the age bin of 30-40 are the ones with highest monthly income. This age bin category has bachelors, diploma, high school and masters degree owners. Then it is followed by the age bin of 20-30 then 40-50. The least earning ones are in the category of 60-70 followed by 0-20. 3. Occupation Vs Average Income
The above graph is plotted with Occupation on the X-axis and Average Monthly Income and Average number of children on the Y-axis. It is inferred from the graph that the consumers who are in an 6|Page
occupation of management have the highest average monthly income and also highest average number of children. The consumers who are professionals are second in the list followed by Skilled manual, clerical and manual. 4. Monthly Income Vs Marital Status Region wise The graph is plotted with Region on the X-axis and Monthly Income on the Y-axis.
From the above graph, it is observed that same trend is present in all the 3 states (Karnataka, Kerala and Tamil Nadu). The trend is the consumers whose marital status is married have higher monthly income than the consumer whose marital status is single. However the consumers in Karnataka have higher monthly income than Tamil Nadu and Kerala.
7|Page
5. Monthly Expenses on Tea and Grocery based on Marital Status
From the above graph following points are inferred: ? Condition – Marital Status “Married” ? ? ? In Karnataka, the consumers expenses on tea is the highest In Kerala, consumer’s expenses on grocery are more than on tea. In Tamil Nadu, consumer’s expenses on grocery are more than tea.
So the highest expenses on grocery and tea are in Karnataka, and then followed by Tamil Nadu and Kerala. ? Condition – Marital Status “Single” o Similar trend is followed as seen for the Married section.
The difference in the above graph is that the consumers with marital status “married” expenses are more than the consumer’s marital status “single”.
8|Page
6. Number of People in Income Bracket
The above graph is used to plot number of people in different income brackets across the three states. It can be seen that Karnataka has the highest number of people with salary in the range of Rs 60000 to Rs 80000. This information coupled with the next graph can be used as discussed below.
9|Page
7. Number of Cars based on Income
As discussed in the previous graph, maximum number of people in Karnataka have income in the range of Rs 60,000 to Rs 80,000. Accordingly the graph shows the same segment owns highest number of cars. Hence the purchase power of this segment is higher.
10 | P a g e
Findings
• • • •
In Kerala Masters degree population has highest average monthly income. High school education has one of the lowest average monthly income. Majority of population in these three states are in age group of 30-50 years. Avg. Monthly income is highest for management occupation also they have highest no. of children.
• •
Married couples have higher level of income than single in all the three states. Spending on tea and grocery is higher in Karnataka and Kerala for married while Tamil Nadu being an exception.
•
In Karnataka maximum numbers of people are in the income group of60-80K and they own maximum no. of cars.
11 | P a g e
Business Recommendations
•
When an expensive product is launched in Kerala population having masters degree should be targeted.
• •
Product should be designed taking viewpoint of age group from 30-50 years. When launching a grocery product target single in Tamil Nadu and married in Karnataka and Kerala.
12 | P a g e
doc_718994533.docx