Lowering The Price For A Premium Alcohol Brand

The Indian entity of the client wanted to lower the price of its flagship liqueur brand. With the industry being extremely regulated, the client wanted to conduct a market study to make a case for price reduction.

KEY QUESTIONS

  • What is the profile of the aperitif’s direct consumers? What is their willingness to pay for the brand?
  • What is the usage at bars, pubs and restaurants? How do retailers react to the brand’s pricing?
  • How does the brand’s pricing compare against key competition (e.g., whiskey in Indian context) at the various points of sales?

APPROACH

  • Customer: Van Westendorp Price Sensitivity Meter
  • Supply: Retailers, pubs and bars selling the brand
  • Competitive benchmarking: duty free and retail

RESULT

  • RedCore identified in between the project execution that the original research scope would not be able to fulfil the client’s agenda. The approach was pivoted in between to increase the focus on Supply side and Competitive Benchmarking
  • RedCore prepared a report that the client leveraged to reduce the market prices

Marketing Plan For Selected Micro-Markets For A Leading Hospital

The client wanted benchmarking key competitors on IPD share from the key city of operations and create a micro-market wise marketing plan

KEY QUESTIONS

  • What is the client’s current performance on key metrics from Gurgaon in terms of: Therapeutic areas (# of IPD patients, surgeries etc.), Marketing Channels (# of camps, conversions etc.), Micro-markets (Footfall from various micro-markets etc.)
  • What are the marketing channels/ initiatives used by client and their performance on key metrics?
  • What are the strengths and weaknesses of the client (in their perception)?

APPROACH

  • Detailed discussion with client team
  • Competitor patient surveys (30 from each competitor)
  • Competitor doctor interviews (5 from each competitor)
  • Interviews with competitors’ BD and marketing team
  • Interviews with GPs and specialists

RESULT

  • RedSeer was able to help client to benchmark the client’s IPD numbers from the key catchment areas with that of key competitors and identify why they are not getting a “fair share”. Consequently, a marketing plan for various micro-markets was created.

Strategy To Address The Decreasing Sales Of Seeds

To understand the reasons for lower sales of a particular crop seeds in selected districts of Uttar Pradesh

KEY ISSUES

  • Identify key reasons for lower sales of seeds, crop shift and crop economics in the district
  • Market share change for client and competitor brands
  • Perception of farmer for value-added seeds

APPROACH

  • 10 qualitative retailer surveys were conducted to understand ground-level situation
  • 1 farmer FGD was conducted to understand buying criteria and crop economics
  • The hypotheses generated through FGD and qualitative surveys was further validated through 240 farmer surveys

 

RESULT

  • We helped the client understand the potential reasons for decrease in sales and suggested approach to overcome the challenges

Market Perception And Potential Challenges On Plant Population For Rice Seeds

To understand farmers’ perception on plant population and usage of tool provided by client for optimum yield

KEY ISSUES

  • Farmers’ perception and potential drivers and barriers on increasing plant population
  • Awareness and willingness to adopt this approach
  • To understand the experience of farmers in using the plant population tool and its impact on yield realization
  • Benefits of company assistance

APPROACH

  • 14 in-depth interviews and 180 surveys were conducted with farmers in a UP district
  • Analysis was done on the data collected from farmers to provide key recommendations to the client

RESULT

  • The insights from the survey helped the client understand the challenges faced by the farmers
  • The insights were further presented to the management team for brainstorming on the population tool

Strategy To Address The Pain Points Around Adoption And Buying Behaviour For Farmers

To identify the challenges across entire cultivation cycle; adoption and buying behaviour for client based on farmers and agri-retailers

KEY ISSUES

  • Understand broad issues and challenges across entire cultivation cycle
  • Adoption and buying behavior for farmers around Specialty CPP and Hybrid seeds
  • Value proposition of DuPont and compare it with competitors
  • Inputs from farmers and agri-retailers on CPP and Hybrid business

APPROACH

  • 97 In depth surveys were conducted across India based on key state-crop combinations
  • Qualitative data based on 20 focus group discussions (FGDs) with farmers, including CPP and Hybrid Seeds

RESULT

  • The qualitative insights from Focus Group Discussions and quantitative insights from surveys helped the client understand the challenges faced by the farmers

Electrical Store Price Benchmarking Across Categories

The client wanted to understand the price difference for 20 key electrical product category across different store type in identified cities

KEY ISSUES

  • Price variance in un-organized retail for similar SKU
  • Ensuring Data quality for each store and understand reason for price variance

APPROACH

  • Field visit in 4 cities based on cohort design
  • Interviews with store owner/Manager
  • Field heuristic to identify hotspots for electrical goods

RESULT

  • The research helped our client in understanding the price points which retailers stock electrical products across different zones in a city

Retail Census In Building Materials Across The Largest Cities In India​

To map all retailers stocking any of three identified anchor categories in building materials across the densest real estate markets in India

KEY ISSUES

  • Estimating the total number of retailers touch points across top 5-6 cities
  • Ensuring >90% coverage of the retail hubs in each city
  • Ensuring consistent data collection across cities with detailed information such as

-Geo-physical locations and store front photographs

-Categories of products and brands stocked

-Business characteristics

APPROACH

  • Industry reports and existing RedSeer databases
  • Web crawling and geo-mapping
  • Interviews with senior executives of companies in the related business
  • Field data collection

RESULT

  • The research helped our client to build a database to perform advanced analytics and understand the key trends in the building materials market in India

We segmented the approach into 4 stages

Market Entry For Automotive Components Manufacturer

Client wanted to explore the market potential of CV joint boots and steering boots for passenger vehicles in India with a view to enter it in a JV with a European manufacturer

KEY ISSUES

  • Market Opportunity Sizing and Entry Strategy into CV joint boots and steering boots in Passenger Vehicle, Commercial Vehicle (LCV) through JV

APPROACH

  • To understand the market size, growth and growth drivers
  • To profile key players in the CV joint boots and steering boots market in terms of their financials, operations, JV/Tie-ups

RESULT

  • Recommended not entering the market owing to an over-competitive landscape, entry barriers, and client capability synergy

Market Diversification Of Automotive Technical Textiles Business

The client, a leading automotive technical textile manufacturer, wanted to assesses the opportunity for 3 product categories, including automotive soft trims, and recommend go/ no-go for each

KEY ISSUES

  • GTM strategy for three product categories to expand product portfolio horizontally using existing manufacturing capability

APPROACH

  • Conducted competitive benchmarking to identify business characteristics, key products, prices and margin of the key competitors
  • Assessed size of opportunity for each segment, expected growth rates and their drivers/ inhibitors for each of the targeted product categories in India

RESULT

  • Did not recommend market entry 2 out of 3 products, and generated strategic options to enter the Indian market in the third product category

Strategy To Address The Decreasing Sales Of Corn Hybrid Seeds

To take feedback from farmers on the client's corn seeds and identify reasons for suspected trend around poor feedback

KEY ISSUES

  • Understand the reasons for negative feedback by the farmers for the client’s corn hybrid seeds, establish market trends and identify possible solutions

APPROACH

  • Survey was conducted with around 300 farmers in the three districts. Sample was selected to ensure appropriate representation from different strata.
  • FGDs were conducted to design the survey. Emphasis of this FGD was to identify possible reasons that could have led to this trend. The reasons included climatic, irrigation technique, irrigation methodology, soil behavior etc.
  • A very aggressive risk mitigation methodology was adopted to ensure data quality.

RESULT

  • Client used the trend that was established and reasons that were identified solve farmers discontentment.