Market Assessment and GTM Strategy for online lingerie portal

KEY QUESTIONS.

  • What is the market size and opportunity for lingerie – online vs. offline? How is the market growing and what are the key growth drivers?
  • What is the competitive landscape? Detailed profiles of competitors
  • What are the trends in consumer buying behaviour and preferences?
  • What should be the Go-to-market strategy for launching and online portal?

APPROACH.

  • 20+ In-Depth Interviews with industry experts and competitors to understand the market dynamics and trends
  • 250+ customer surveys across segments to understand buying behaviour, trends and preferences

RESULT

  • The client is executing the Go-to-market strategy as proposed by us and acting on recommendations

Dipstick due diligence for a new brand making waves in rural India

KEY QUESTIONS

  • What are the key growth characteristics?
  • What are the key flavors, variants, and SKUs, fronted by the Target?
  • Are there any combinations that are working well? Why/ why not?
  • What is the sustainability of the growth – demand and supply side?
  • What are the key user segments?
  • Is the customer satisfied with the Target’s products and Why / why not?
  • In which geographies the product is doing well?
  • Does the product occupy enough mind-share, counter-share, and inventory-share in its core areas?

APPROACH

  • Field visits to ~10 districts that represented the strength and weak areas for the Target
  • Retailer Interviews within each district (moving away from the urban center to rural)
  • Customer exit interviews
  • Secondary research

RESULT

  • We helped the Client identify the suitability of the Target to advance the discussion to the next stage of conducting a full due diligence

Brand health due diligence for a INR 500 Cr investment target in fashion retail for a large PE firm

KEY QUESTIONS

  • What is the current opportunity sizing and the growth drivers?
  • What is consumer psyche towards denim brands and mapping of buying cycle?
  • What is the current brand image and positioning category-wise?
  • How does the competitive landscape look like and where is the target brand positioned here?

APPROACH

  • Primary trade research across retail formats to understand the strength and disposition of category
  • Primary consumer research to understand the consumer disposition towards category and map the buying cycle
  • Discussion with industry experts to understand the market and trade dynamics.
  • Secondary Research from various resources.

RESULT

  • Helped the fund understand market dynamics and identify the brand positioning vs. competitive landscaping
  • Guide on consumer trends and preferences and suggest key focus categories

Dipstick Consumer Survey and Product Feedback for International Luxury BPC brand

KEY QUESTIONS

  • Who is the primary target group for the Client products? How do Indian customers currently use beauty products – brands, price points, POS, occasion, dressing table composition?
  • What is the acceptance towards an international, new luxury, herbal, but relatively unknown brand?
  • What is the feedback of potential customers towards its best-selling products?

APPROACH

  • 200+ Consumer Attitude Surveys in the key metro locations with existing presence
  • Product testing at all central locations in above cities

RESULT

  • We helped the client to identify the strengths of its brands, and the positioning that should be taken by the client to increase the market footprint in India.

Dipstick due diligence for a Target to evaluate the strength of its brand and supply chain network

KEY QUESTIONS

  • To validate the daily total sales volume of the Target brand across Delhi-NCR
  • To understand the distribution network for SKU delivery by Target brand on a daily / weekly basis.
  • To validate the sales volume and inventory returns at point of sale.
  • To identify the customer and consumption profile for the Target brand.

APPROACH

  • Midnight route audits on the identified route plans for the Target brand.
  • Distributor and retailer interviews
  • Customer exit interviews
  • Secondary research

RESULT

  • We were able to help the Client identify the strengths of the Target and close the deal with a fair valuation

Opportunity assessment and Channel deep-dive in Energy Drinks space

KEY OBJECTIVES

  • To evaluate the opportunity and the existing channel structure of Energy drinks in India

APPROACH

  • 200+ retailers were interviewed across major cities in north, east, west and south India
  • Discussions with Industry experts and market players

RESULT

Research helped client to understand:

  • Opportunity available currently in energy drinks segment in India
  • Distribution potential and optimal sales structure for the product category

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

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