Consumer Goods & Durables

Consumer Product Research

Challenge/Problem: Understand the market opportunity for fortified curd among low income consumers

• Study the consumption of milk products, especially curd  in homes across 6 states of India
• Study the neighborhood retail store behavior towards stocking of milk products, including curd and specifically fortified curd.
• Understand the consumer response to fortified curd. Concept test.

Our Approach: The research was designed in two parts, first to understand consumers and second to study retail behavior

• A qualitative study was conducted to gain insights into consumption of curd and attitude towards fortified curd.
• The qualitative phase also included studying neighborhood retail stores for stocking and selling behavior for curd and fortified curd.
• A quantitative study was conducted among consumers of milk products/curd to understand their knowledge and attitude towards fortified food and curd. The study also profiled the consumers based on usage of curd in their dietary habits. The concept of fortified curd was tested for acceptance among low income consumers.

Prototype Testing

Challenge/Problem:  Mosquito repellents in two forms were tested for their relevance and acceptance in different socio-economically classified households.  Study was conducted in small towns of Maharastra and Tamil Nadu.

Our Approach

• Identified households from different SECs and studied their usage habits for mosquito repellents (coil, tablet or liquid).
• One prototype was placed with a household for trial use for a fortnight. Feedback for the first prototype was collected at the end of every week. Sample households were given prototype 1 and second set of sample households were given prototype 2.
• The placement of prototypes was then switched for another 15 days of usage. Households were then asked to respond to the new prototype for its effectiveness and also give a comparative between prototype 1 and prototype 2.

Results/Solution:  The study assessed the relevance and acceptance for each type of prototypes among different SEC households. One prototype had higher acceptance in SEC A households.

Business Modeling

Challenge/Problem:  30% of population in the rural areas of Uttar Pradesh (India), do not use dental hygiene products. The leading brand in dental care needed to grow the market against growing competition from MNC brand and Indian brands

Our Approach

• Conducted a market assessment study to understand the practices and reasons for non-adoption among target consumer groups. Identified potential communication points and explored potential trigger points to induce trials
• Designed a low cost ‘last mile distribution’ model – ‘DISHA’, to reach the uncovered markets and create new markets. Educated rural youth were trained to become entrepreneurs and do business in the uncovered villages within the territory of company sub-stockist.
• These entrepreneurs were trained and equipped to communicate with consumers and induce trial use.

Results/Solution:  DISHA was scaled across 28 districts of Uttar Pradesh and nearly 250 youth entrepreneurs became channel partners to the company’s distribution network. Their contribution to sale was 15% of the total rural sales in U.P.

Effective Communication

Challenge/Problem: Understand the consumption habits of sparkling drink among rural consumers and identify communication cues for effectiveness

Our Approach: A qualitative study was conducted to understand the target consumer and their association with sparkling drinks. The consumption practices and attitude was studied in different states. Insights were developed towards consumer preferences and aspirations.

Results/Solution: Communication cues were used to develop the concept of ‘occasion to celebrate’ with sparkling drink.