Cluster Mapping Strategy – New Product Launch

The Cluster Strategy: an Introduction

New product for an existing segment

The Goal-Objective-Outcome matrix

No. Goal Objective Outcome

1 Identify clusters To identify high Taluka-level analysis
potential markets for
New Model
2 Analyze clusters To gain consumer Understanding of each
insights & market and their critical
understanding of the factors
market
3 Phase clusters Classification of Focused resource
clusters allocation

4 Cluster-specific Focused custom- Greater effectiveness of

strategy strategies for the pre-launch activities
market
Project scope & dependencies

• Geographical Scope: 2 states

• Strategic scope: Channel strategy customized to clusters

Dependencies

Primary: Secondary:

Area Office Agents

Dealers Customers
Competition’s Dealers
Government agency (RTO)
Deliverables and Intern Role

RTO Data analysis and identification of Clusters.

Cluster-level market analysis
Cluster specific Purchase Drivers
Cluster-level consumer behavior insights
Customized positioning strategy
Customized promotion strategy
Action Plan for optimal Dealer health
Plans for increasing effective coverage and MS
Milestones

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

TMP data
Authentication

Scanning
& identification
of Clusters

DC and R&R data validation

Devising Action Plans for

clusters

Phasing Of
Clusters
Formulation of cluster-
customized strategy