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GIS for Rural Marketing
Limitation of the exiting system
The existing system, allowed to analyze the data but lacked relation with their respective geographic location. This impeded the user to analyze the target areas geographically and overlooked many hidden spatial factors.
Time consumed in manually assessing the potential customers and designing of the route plan/campaigns was enormous and resulted in erroneous orientations.
Design Requirements
With intensions to provide an end-to-end solution, a thorough study of current work procedure was done.
The study results helped in setting following design criteria for the software.
Functions
- Market analysis: Assist user to analyze, identify target areas using various parameters.
- Route designing: Function to design various type route plan having maximum coverage according to given criteria.
- Future expansion facility: Facility for future expansion, such as adding and removing data.
- Prioritization system: Facilitate in prioritizing the states and districts based on the desired parameter.
- Congregation: Allows user to include mela, mandi and haat in the coverage plan.
- Multi -State Coverage: Allow user to cover multiple states or districts in the same route plan.
- Route calculation: Tool for deciding number of days and places to be covered
- Diverse route plan: Function to create route plan with different combinations.
- Tips on database: Provision for regular prompt function to indicate the type of data and remark associated with places to help user in giving necessary input.
- Report generation: Automatic generation of reports displaying required information.
- Print facility: Function to print or copy route plans and reports.
- Save & storage facility: provision for saving all the reports and route plans created by the user.
- Integration: synchronize the exiting system and the proposed to make the best use of available methods
Moving to GIS - Advantages
- Wide-range information: Creation of extensive spatial and attribute database having information up to village level.
- Accuracy: correctness in various map and associated information.
- Flexibility: Allows the user to adopt any procedure or options at any stage. The user can run 'n' number of iterations before finalizing the route plan within 10-15 min of time.
- Swift working: Allows speedy analysis and drilling huge database.
- User Friendly: simple process and effortless user interface.
- Database to be created was of enormous size. 15 states were to be covered which consisted of 374 districts. Each district comprised of over 1500 villages on average which made entire data of approximately 6,00,000 villages having various information in 189 fields. Creating such massive data and to make it operational was not easy.
- Challenges.Time limit for developing application and creating database was just six months, which was a short period.
User was a hardcore technocrat in media and had no experience in the usage of any software.
As per the requirement and the user's limitation, demand was more on flexibility of the application.
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