INTRODUCTION

Current penetration in India stands at 74.52%

States like Delhi & AP have reached 100% penetration while NE states like Assam & Mizoram have less than 1% reach

Hence geographical segmentation provides a clearer picture of areas that require immediate action

CURRENT SCENARIO

North East as target segment

Value proposition being subsidies, financial inclusion and banking services

Proposed penetration of 50% in the target region

Below Poverty Line• Requiring

subsidies and financial assistance from government

Middle Income Groups• PF,

Pension and Bank Account linkage

Rural Population• Benefits

of health and education

Urban populati

onHassle

free process

MICRO SEGMENTATION

GROUP E2

Concept 1: An identity and address proof for all citizens that can be easily obtained at any nearest center

Concept 2: A card that helps fulfill the financial needs of people and ensures hassle-free transfer of subsidies

Concept 3: A scheme that helps a citizen receive healthcare and education benefits easily

Concept Development

Scoring System

Communicable and BelievableNeed-Gap

Perceived ValueIntention

“Aadhaar card helps you in getting a bank account so that you receive government subsidies and loans

easily ”

Concept TestingFocus Group Discussions

DISTRIBUTION POINTS AND SERVICE DESIGN

Aizawl and Lunglei districts of Mizoram account for majority share of the 0.3 million current penetration

In Aizawl, 75% of the share comes from the subdistrict Tlangnuam

In Assam too, districts of Nagaon and Golaghat account for more than 90% of registrations

The sub districts Hojai and Khumtai have the maximum registrations in these districts

Hence we need to increase the service points in these leading districts and sub districts to reduce population to centre ratio from the current 10,800:1

• Centrally located, easily accessible and identified

Advantages

• In sync with the 20-20-20 marketing plan

Marketing

Strategy

• Will help position Aadhaar as a convenient and hassle free process

Positioning

Primary Schools as registration centres

COMMUNICATION INNOVATION

ChannelsOf

Communication

Television

Radio

JeepsPamphlets

INNOVATION STRATEGIES

Aadhar Bus

Aadhar Vans

Aadhar Fair

ACTION PLAN

Guwahati, Dimapur, Aizawl, Imphal

Population 20 lakh, 300 centers

Shillong, Agartala, Dilbrugarh, Silchar

Population 11 lakh, 250 centers

Jorhat, Nagaon, Tinsukian, Tezpur

Population 5 lakh, 200 centers

Year 1 Year 2 Year 3 0

500

1000

1500

2000

2500

3000

3500

Target Population per cen-terNew enrolments(in 000)Cumulative Enrolment (in 000)

• Open centers in frequently visited places

• Center should be accessible within 20 minutes from any part of the city