Page 137 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 7.4.5 Business Intelligence Unit

The term Business Intelligence (BI) represents the tools and systems that play a key role in the
strategic planning process of the corporation. These systems allow a company to gather, store,
access and analyze corporate data to aid in decision-making. Generally these systems will
illustrate business intelligence in the areas of customer profiling, customer support, market
research, market segmentation, product profitability, statistical analysis, and inventory and
distribution analysis to name a few.

7.4.6 Lincompass

Lintas has developed a specialised Rural marketing division named linterland and it also has
developed a software tool that does the mapping of the rural market named lincompass. Software
has calculated a fixed market potential for the district .The geographical information based
software has data on 6,26,000 villages all over the country barring Jammu and Kashmir. Each of
these districts can be analysed with 256 parameters of which 32 are considered key to avoid
overlaps.

7.4.7 ARCVIEW

This knowledge based intelligence system depicts the 5,87,962 villages as digitized points
on the maps depicting the market potential of an area as a cluster. It generated maps of
different kinds: agricultural maps, Socio-cultural maps, national and state highway maps and
river maps.
The tool can be used for optimal decisions for logistics and distribution applications, territory
planning and dealer development. It identifies potential markets from state to district to village
or town. It also analyses accessibility, coverage and penetration enabling cost effective
transportation planning.

Self Assessment

Multiple Choice Questions:
12. The term ........................ represents the tools and systems that play a key role in the strategic
planning process of the corporation.

(a) potential Market (b) business intelligence
(c) dealer development (d) penetration
13. ..................................... has developed a specialised Rural marketing division named
linterland.
(a) Logistics (b) Territory
(c) Lintas (d) Transportation
14. The result of this joint effort is an exciting and outstandingly useful .................................
tool.
(a) rural (b) segmentation
(c) geographical (d) marketing

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