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I3RC INSIGHTS -
EMPOWERING YOUR DECISIONS
August 2018
WE STAND FOR… OUR MISSION & PHILOSOPHY… THE 3 Is
What do the 3 Is mean?
INNOVATION
INSIGHTS
• Today is the age of information, • This century has been full of • The business world is constantly
INFORMATION
however the most critical element innovation. evolving and with it the business of
is the accuracy of the information • New technologies, new products, market research.
& the speed at which it comes to new services, whole new industries • Every business needs to maintain
you. have emerged. competitive advantage
• It has to be timely, relevant and • Innovation is the need of the hour • We have the passion to deliver
accurate. for competitive advantage. insights that are strategic,
• We at i3RC have focused on using • We invest in developing & using meaningful and actionable
State-of-the-art technology & innovative statistical and
robust system and processes to analytical tools to make data come
ensure the information collected is alive & gain actionable insights.
timely, relevant and accurate.
“To be a preferred boutique research & consultancy firm by offering Superior Client Service, Strategic
Insights, Innovation, Quality & Commitment”
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OUR MULTI SECTOR EXPERTISE…
i3rc team has experience working in multiple sectors and servicing various clients across sectors.
++ Partial list.
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OUR RANGE OF OFFERINGS
We deliver end to end market research solution ranging….
BASIC ANALYSIS &
DATA COLLECTION-
MARKET RESEARCH- REPORTING/
F2F/ CATI/CAPI/ QC
INSIGHTS MULTIVARIATED
etc.
ANALYSIS
Concept/Product Development Basic data operations Quantitative Research
Idea Generation Basic data cleaning and processing Face 2 Face Interviews
Concept Development Computing frequency distribution CATI/ CAPI/ CAWI etc.
Concept Evaluation/Testing Basic cross tabulation CLT
Product Testing/
Multivariate analysis Product Clinic
Evaluation
Regression Qualitative Research
Brand Development
Factor and cluster Focus Group Discussion
Brand Positioning/Testing
Multi dimensional Scaling In-depth Interviews
Brand Tracking
Dashboards Mystery Shopping
Communication
Excel based dashboards Observation
Pricing Research
Presentation based dashboards
Market Entry & understanding
Supervised Prediction modelling ICE*
Market Exploration & attractiveness
ARC*
Market Mapping Data Auditing
Channel distribution/ mapping
*Our proprietary models
Customer Acquisition & Retention
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KIND OF STUDIES WE UNDERTAKE ….
We bring an extensive knowledge, with the core team having a vast experience in customized research solutions across marketing functions
Concept & New Product Positioning & Day after recall Understanding
Ad Evaluation Pricing Research
Product Test Evaluation Communication studies buying behavior
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OUR EXPERIENCE IN MILK & MILK PRODUCT…
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CASE STUDY # MARKET ESTIMATION & BRAND POSITIONING
Carrying out complete repositioning strategies for a leading milk and milk product brand and wanted to get some cue from the different stakeholders such
as consumers as well as franchises associates.
Research overview
The primary objective is to derive cues for positioning “Key Milk and Milk Product Brand in UP”
o Share of different brands and overall market size of milk and different milk product
o Dig for consumer insights for a communication plan for the Brand
o To get directions for the brand architecture
o To find consumer insights for the cow milk launch
o Assessing scope for co-branding with some specific brand
Approach Geographical Coverage
Western UP
FGD’s: IDI’s: Teledepths: Central UP
Housewives Housewives Retailers F2F Interviews: Key
Decision Makers
Eastern UP
Sample 6 9 12 630
Meerut, Agra, Kannauj, Barielly ,Moradabad, Kanpur,
Lucknow, Allahabad, Varanasi, Gorakhpur
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CASE STUDY # BRAND HEALTH & INSIGHTS FOR TRIGGER AND BARRIER
To gain insights for a milk and milk product brand for their positioning statement, brand architecture & to identify reasons for decreasing trend of the
milk and milk products
Research overview
The primary objective is to derive cues for positioning “Key Milk and Milk Product Brand in Haryana”
o Dig for consumer insights for a communication plan for the Brand
o To get directions for the brand architecture Through
▪ Category Mapping – value mapping
▪ Market Mapping
▪ Brand Funnel– Client vs. Competition
▪ Brand Perception Mapping
Research overview
The objective of the study was to assess the brands reach and penetration among farmers and Dealers to track brand in terms of:
▪ To understand current marketing dynamix of insecticides
▪ To assess the reach of the 2 brands & at two levels- Retailers & Farmers
▪ How the reach has changed over the last year since the marketing tie up has happened?
▪ To assess the level of cannibalization between 2 brands
▪ Perception about these 2 brands- Different or Replacement brands
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CASE STUDY # PRICING RESEARCH
Pricing study to identify the optimal price point/ range & arrive upon the price which will maximize top line (Revenue) and bottom line (Profit) for the ‘Brand A’
Research overview
• The objective of the study was to identify the optimal price point/ range & arrive upon the price which will maximize top line (Revenue)
and bottom line (Profit) for the ‘Brand ‘A’.
• Along with it client wanted to find out which all value adds are the best complements with ‘Brand A’ when it is launched in India. Also
client wanted to understand tradeoff between Price, brand & Value adds .
• We launched the study & used pricing techniques to bring insights. We used Choice based conjoint technique to understand the trade
offs between various element of the brand.
• We also used Price Sensitivity meter for arriving at the optimal price point , We also included Gabor Granger, its results are required
for calculating REVENUE POTENTIAL INDEX. This model has been developed by i3 Research Consultant
• The findings were used to launch ‘Brand A’ as augmented products with desired value adds & balanced trade off between price & brand
Approach
Methodology Geographical Coverage Sample size
Face to Face Structured 4 Metros & 5 Non Metros n=500
Interview
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OUR FOOTSTEPS IN INNOVATION…
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ARC® TECHNIQUE…
Qualitative research model…leads to identification of Trigger Action Points (TAP®)
Exploring the subconscious state of purchase evaluation through systematic laddering & microscopic analysis of consumer behavior
ARC®, Analyzing Root Cause is a qualitative technique that aims
at finding the actual reasons for change/transformation in usual
or habitual purchase behavior
Analysing
Root Cause
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AN INTRODUCTION TO ICE®
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ICE® INTERACTIONS…
• ICE® is i3RC’s proprietary tool* which captures moments of truth in a natural setting
• It helps to capture the on ground realities, get unaffected responses and gain insights into real triggers & motivations
• Adds some useful consumer insights or clarity on consumer behaviour in terms of Whys &
Hows? Research Instrument
• The focus of these interactions is usually to understand the specific aspects as per the •Usually a very broad level checklist is prepared which the researchers
research brief though the method is open ended to be all inclusive of the context and the use to cover all topics of interest
environment
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RPI: OUR PRICING MODEL
IDENTIFY PRICE POINT THAT HELPS MAXIMIZE REVENUE OR PROFIT OR
MARKET SHARE
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WILLING TO BUY BY PRICE POINTS
DESI MILK
100%
95%
90%
85% 284
80% 263
252 Maximum stretch limit – can be
75% 246
Ideal price point at which considered for new product launch
70%
maximum market share can 224
65%
60% be captured
194
55% 185
50%
45% 146145
40% 125
35% 114
105106
30% 97
25% 85 79 77
73
20%
15% 52 50 47
44
10% 33
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5% 14 15 14
Price 0 6 0 0
0%
10 20 30 40 50 60 70 80 90100110120130140150160170180190200210220230240250260270280290300 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 250 260 270 280 290 300 310
About 83% of the people are willing to buy at price point of The highest revenue potential is at Rs. 130 however the drop is
Rs.110/- not significant till Rs. 150
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INTRODUCTION TO LTGA
GET THE LOST CUSTOMERS BACK
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LTGA MODEL – LOST TO GAIN ANALYSIS
• LTGA is i3RC’s scientific approach to manage Lost Customers for competitive advantage
• It has a 4 pronged approach to arrive at Action Points for improving conversions among Lost Customers over time
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LTGA ANALYSIS
Lost to – lost customers bought
Sedan Small car MPV
Profile – whom lost to
Brand 1 33% Brand 12 8% Brand 19 3%
Executives (Mid/Senior) (-18) Brand 2 18% Brand 13 5% Brand 20 3%
Brand 3 3% Brand 14 1% Brand 21 1%
Aged between 25-30 years (-8)
Brand 4 3% Brand 15 1%
Leisure trip – once in 2 months or more (-46) Brand 5 3% Brand 16 1%
Additional car (-23) Brand 6 2% Brand 17 1%
SUV
Brand 7 2% Brand 18 1%
Driver to work (-13) Brand 22 3%
Brand 8 1%
Brand 23 2%
Brand 24 2%
( ) difference Brand 25 1%
To
Who
Whom
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KEY PEOPLE @ i3RC
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ROHIT CHURAMANI
Managing Director & Founder
• Rohit has more than 25 years' research and marketing consultancy experience across the consumer (FMCG and durables), automobile,
farm-agri machinery, social, rural, healthcare and government/development sectors.
• Rohit, an MBA & Economics Graduate, began his research career at IMRB where he spent almost 8 years before moving to Blackstone,
(Later Synovate). He then set up his own consulting firm pioneering Pharma and Auto Research in India
• He was key team member in two start-ups IMRS in 2004 and Kadence in 2009, where he helped each organization set up a stable
research agency.
• In 2012 November, He started i3RC Insights with a mission to establish a boutique research & consultancy firm that offers Superior
Client Service, Strategic Insights, Innovation, Quality & Commitment.
• Rohit is driven by his passion and commitment to offer meaningful insights to his clients. Over years he has developed innovative
research tools and analytical models that help in providing meaningful insights to his clients. He is an inspiring leader and has been very
effective in grooming professional teams in all his endeavours
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TARUN AHUJA
Analytics Consultant
• Terry is a seasoned marketing consultant with almost 3 decades of experience who is multi faceted with strong creative skills, excellent
understanding of media and advertising as well as an uncanny ability to capture incisive consumer insights
• He has successfully contributed in various marketing & communication launches/ re-launches of some big brands like Vikrant tyres (JK
Tyres), Hero Puch, Olesan, Nestle Polo, Zipouch, Dainik Bhaskar Jalandhar Issue
• Terry graduated from IIM Ahmedabad in 1985 and took to advertising
• Over the years, he has worked with agencies like MAA Bozell, Mudra, Lintas, Dhar & Hoon, R K Swamy in various capacities
• He has also been in media marketing at Home TV (an HT JV) and later at Dainik Bhaskar
• Tarun is quite tech savvy and is the first one to use latest technology. He has also taken many initiatives on the web and even launched
an online consumer research site, reseatrchorbit.com
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MANOJ KUMAR JHA
Associate Director
• Manoj has over 15 years of market research experience across the consumer (FMCG and durables), automobile, service
industry, social and government/ development sectors. He has done his Graduation from Ranchi University and MBA from
SMU.
• He has worked with ORG-MARG, Nielsen, HRG, IMRS and Kaizen Research before joining i3RC Insights in December 2012.
• Manoj has experience of handling multiple research projects in Auto, FMCG and Financial Services spanning different stages of
product life cycle (Concept test, Product & Package tests, Positioning, Brand image/equity, Ad testing). Equal exposure of
urban & rural research requirement.
• Additionally, he has experience of field operations, project planning , management and client servicing.
• He has successfully managed very large studies like NRS/ IRS in north India.
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PRAKUL GUPTA NIDHI MARKANDAY
Associate Director Senior Research Executive
• Prakul has over 10 years of market research experience across the • Nidhi has almost 7 years of market research
consumer (FMCG and durables), automobile, online space and different experience in different domain like FMCG Consumer
sectors in service industry. durables, automobile, service industry.
• He has done his B.Tech IT from IP University, MBA from Amity University
• She has MBA in Marketing and Finance form BVP
and MDP from Fore School of Management.
University, Pune and M.Com from Kanpur University.
• He has worked with IMRS, Synovate (now IPSOS), Evalueserve and
AbsolutData and joined i3RC in April 2014. • Nidhi has experience of handling multiple research
projects in Auto, FMCG and Financial Services
• Prakul has experience of handling multiple research projects spanning spanning different stages of product life cycle (Concept
different stages of product life cycle (Concept test, Product & Package test, Product & Package tests, Positioning, Brand
tests, Pricing, Positioning, Customer Satisfaction, Brand image/equity image/equity, Ad testing).
and Ad testing) as well as B2B studies.
• Additionally, she has experience of field operations,
• He is client focussed and believes in delivering excellent value to clients project planning, management and client servicing.
through dedication and timely response.
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OUR QUALITY
ASSURANCE PLAN
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OPERATIONAL PLAN
A multi pronged quality control system will be deployed…
Project Management
Research Team
i3RC Research Team Field Agency – Field team QC Agency Team
Supervisors
Overall Briefing, Training,
Multi Layer Quality 30% Physical back check
Control 80%-100% Back-check
Supervision & Quality
• Field Executive – Supervisor – (telephonic) - attempted
& 100% scrutiny
Check Interviewer
Selection of Appropriate
Continuous monitoring of
Interviewer in
fieldwork & data 100% scrutiny
collected
consultation with I3RC Interviewers
Team
Field Visits – 30% Back-check of each Data collection, Regular Field work updates
accompaniments, Back- Interviewer’s work &
checks & training 100% scrutiny & Data punching
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REGIONAL INTELLIGENCE, LOCAL INSIGHTS
Indonesia
Regional offices
Field Presence
India Philippines
Kenya
Manoj Jha
Associate Director
mjha@i3rcinsights.com
9313195176