Online/Omnichannel growth strategy for a leading beauty retailer in India

KEY QUESTIONS

  • What is the market size of beauty & personal care in India? What is the growth rate and key trends?
  • What is the share of online in the overall market? How will it evolve in future?
  • Who are the key customers for the client? Define key customer personas.
  • How does the wallet spend share look like for current and future customer?
  • How to use core strengths in repositioning to the right target customer group?

APPROACH

  • Primary trade research across retail formats to understand the strength and disposition of category
  • Primary consumer research to understand the consumer demographics, psychographics, behavioural trends, buying journey and other preferences
  • Discussion with industry experts to understand key fulfilment, procurement & inventory management models to develop both business as well as financial benchmarks
  • Secondary Research from various resources, RedSeer Knowledgebase, etc..

RESULT

  • Projected online dominance in Indian beauty & personal care segment
  • Delineated core customer groups, their preferences, needs, existing gaps and current & future wallet share
  • Appropriate Digital Strategy based on the analysis done on core customer group
  • Financial Implications of the suggest Digital Strategy



To devise a category extension strategy for a super premium lifestyle accessories player

KEY QUESTIONS

  • Is the men’s accessory market in India a huge opportunity for a player?
  • Which categories are doing well and have high potential in future?
  • Is the premium to luxury pen market growing?
  • What is the customer buying behaviour when shopping men’s accessories-–split by customer personas
  • What learnings can be derived for a new player from the successes and failures of key niche and broad based players ?

APPROACH

  • Primary trade research across retail formats to understand the strength and disposition of category
  • Primary consumer research to understand the consumer demographics, psychographics, behavioural trends, buying journey and other preferences
  • Secondary Research from various resources, RedSeer Knowledgebase, etc..

RESULT

  • Mapped the customer perception for various brand attributes to identify the likes and dislikes
  • Studied the existing customer behaviour and identified the focus target segment
  • Delineated the category extension strategy for various lifestyle accessories without changing the positioning of the brand

India frozen food market study to help an international frozen food brand make India market entry

KEY QUESTIONS

  • What is the potential of the online grocery market in overall retail channel in India?
  • How does the online platform wise landscape look like for beverages specifically?
  • What are some of the key triggers and challenges associated for online sales of beverages?

APPROACH

  • In depth discussion with 15 brands across beverage and other FMCG categories to understand dynamics of online channel across category
  • Discussions with 8 experts in the online grocery platforms and eB2B platforms to understand dynamics of FMCG on their platform
  • Connect with platforms and industry experts across China, SEA, UK and USA for understanding of non-alcohol beverages online traction in global markets

RESULT

  • Current market and future opportunity of beverage market on online channel
  • Best practices and learnings from other FMCG brand on online platform
  • Roadmap of strategy for achieving growth on online platform

Growth strategy for a leading meat super-vertical in India

KEY QUESTIONS

  • What are the key cities that must be focused on to drive 15x growth?
  • Which Micro-Markets within a city are high priority for online meat delivery?
  • What are the key personas that must be focused on within each city?
  • What is the meat consumption, purchase behaviour and pain points faced by these key personas?

APPROACH

  • Data from Redseer IP and secondary sources was collected & indexed for each parameter, for comparable analysis with a focus on residential Micro Markets
  • Client’s understanding of Micro Markets to create the Indexing engine
  • Customers at select micro markets were interviewed to understand their meat-eating inclinations, purchase behaviour and pain points to leverage critical insights for the client to fine-tune their targeting strategy and value proposition

RESULT

  • The findings and recommendations by this study was utilized by the client to expand its operations into high priority micro-markets

Geographical expansion and route to break even strategy for Italian baked goods brand

KEY QUESTIONS

  • What is the market size and addressable market for baked goods in India?
  • What are the methods to increase presence, utilize manufacturing capacity and break even in the Indian market?
  • Who are the potential partners in South India (most lucrative market identified) for reaching optimal number of stores to break even?

APPROACH

  • Comprehensive market and competitor study
  • Shortlist potential partners for distribution potential in select regions
  • Multi-scenario growth modelling for route to market with potential partners in South India
  • Price/ volume and profit sensitivity analysis

RESULT

  • Helped the brand to assess the most profitable route to market, and helped them to identify their potential partner to embark on the process

Online market assessment Of Chocolate and Confectionary and other Impulse FMCG

KEY QUESTIONS

  • What is the share of online channel in chocolate & confectionary market?
  • What is penetration of key impulse and non-impulse food category on online grocery platform?
  • How FMCG brands can utilize online platforms to drive the sales?
  • What are the factors driving growth of online channel for impulse and non-impulse FMCG category?
  • What are the strategies adopted by brands for driving growth online B2C and online B2B channels?

APPROACH

  • depth discussion with 5 category heads across online platforms to understand dynamics of various categories
  • In depth discussion with 12 FMCG brands across Chocolate & Confectionary and other FMCG categories to understand their strategy for online channel
  • Discussions with 5-6 experts in the online grocery platforms

RESULT

  • Current market and future opportunity of beverage market on online channel
  • Best practices and learnings from other FMCG brand on online platform
  • Roadmap of strategy for achieving growth on online platform

Supported commercial due diligence of a woman-focused fashion brand for a top Pe fund

KEY QUESTIONS

  • What is the proportion of different styles of wear in a  fashion-wardrobe composition?
  • What is the proportion of ethnic wear in that?
  • What are the purchase patterns of ethnic wear?
  • What are the growth trends of ethnic wear and growth drivers?

APPROACH

  • Customer exit interview –
  • MBO visit
  • Competitive intelligence – understanding the brand on
  • Growth Parameters
  • Brand Strength
  • Store productivity
  • Brand Footprint

RESULT

▪The fund house was able to gain a better understanding of customer buying experience, brand presence (of the brand in question) in multi-brand outlets and competitive landscape of women focused brands, and decided to invest $140 Mn in the brand

Supported commercial due diligence of a childcare omni-channel retailer for a top Pe fund

KEY QUESTIONS

  • What is the current opportunity sizing and the growth drivers?
  • What is consumer buying preferences for child-care products across channels and perception of suppliers across retail platforms?
  • Where does the brand stand on the parameters like brand perception, awareness, adoption, recommendation and future prospects?
  • What 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, RedSeer Knowledgebase, etc..

RESULT

  • Helped the fund understand child-care market dynamics and identify the opportunity of growth for the target omni channel platform
  • Key focus segments for the target brand
  • Go-no-Go strategy

Opportunity assessment of beverages category for online channel

KEY QUESTIONS

  • What is the potential of the online grocery market in overall retail channel in India?
  • How does the online platform wise landscape look like for beverages specifically?
  • What are some of the key triggers and challenges associated for online sales of beverages?

APPROACH

  • In depth discussion with 15 brands across beverage and other FMCG categories to understand dynamics of online channel across category
  • Discussions with 8 experts in the online grocery platforms and eB2B platforms to understand dynamics of FMCG on their platform
  • Connect with platforms and industry experts across China, SEA, UK and USA for understanding of non-alcohol beverages online traction in global markets

RESULT

  • Current market and future opportunity of beverage market on online channel
  • Best practices and learnings from other FMCG brand on online platform
  • Roadmap of strategy for achieving growth on online platform

Product launch and India Positioning Strategy for an International Milk Food-based brand

KEY QUESTIONS

  • Identify key consumer target groups and gauge adoption willingness and brand affinity in category
  • Select product variants to be rolled out in key Indian markets 
  • Define product packaging associated with each variant

APPROACH

  • Consumer Research – blinded and branded product testing, in-depth consumption characteristics interviews
  • Trade Interviews – potential and competition channel partner interviews on price build-up and incentive schemes
  • Expert Interviews – regulators, industry veterans
  • Secondary Research – census, local news, market sentiment

RESULT

  • Recommended product positioning and pricing strategy 
  • Recommended product packaging characteristics