Home Solutions Market and Brand Tracks

Market and Brand Tracks

Monitoring and recording the metrics of a product or service over a period of time to gather intelligence on competitors and customer experiences & preferences

Brand track Customer satisfaction track Drivers & barriers

How can we help you grow faster? *

Enter Phone Number

Enter Email ID *

Let's talk

Market and Brand Tracks

How does the key performance indicators of the brand perform against competition?
Who are the brand’s considerers and who are the non-considerers? How can the non-considerers be made to consider it?
What is the frequency of purchase and usage of different products?
What factors influence the customers’ choice of products and brand?
Which brands are customers most satisfied with and why?
What are the specific pain points and areas for improvement?
What is the role of various channels (physical and digital) in the product lifecycle?
How do the role of channel vary with customer segment / demography? How have these changed over time?
What are the key differences in the channel strategy vis-à-vis competitors?
How does the extent of digital adoption vary across customer segments? What are the key drivers of digital adoption?
How does the customer acquisition cost vary across channels and customer segments?
What is the customer feedback and net promoter score (NPS) for our products? How does this vary across customer segments and products?

Relevant Case Studies

Benchmarking of competitors in terms of services provided, pricing, and revenue
Promote availability and reach of easy credit lines for MSMEs
Competitive intelligence tracking for India’s leading retailer
Usage, preference, and purchase behavior of cosmetic items
B2B opportunities assessment in Indian apparel market
Competitive intelligence tracking for a two-wheeler rental player
Competitive intelligence tracking for an online apparel player
Competitive intelligence tracking for India’s insurance industry
Conducting a brand track for a textiles company
Accelerating adoption of EMR products to improve healthcare outcomes for patients with chronic diseases
Channel strategy for a skilling and staffing firm to expand services in livelihood enhancement
Competitive intelligence tracking for a business productivity software company
Pharmacovigilance for a NSAID
Customer NPS track for a major co-living player in India
Quarterly competitor intelligence track for a leading Logistics Tech player in India
Competitive intelligence tracking for an online grocery player

Benchmarking of competitors in terms of services provided, pricing, and revenue

Objective

An online teleconsultation player wanted to understand what services the competitors provided, how they were placed amongst the competitors in terms of those services, revenue, and pricing across different modes of consultation (chat, audio, and video)
Also, client wanted to understand the type of subscriptions provided by the competitors

Methodology

Created a competitive landscape through secondary research
Conducted primary interviews with doctors and experts and secondary research to compare different tele-consultation providers across different modes (chat, audio, and video) in terms of pricing, revenue, and subscription packages
Comparison of different players on # consultations across different modes (chat, audio, and video)
Price comparison of different players across different modes (chat, audio, and video)

Impact / Outcome

Client understood the presence of different players in the tele-consultation landscape using different modes for consultation (chat, audio, and video)
Also, client got in-depth understanding of the pricing, subscription packages of the different players in the landscape and how are they different from hospitals

Let's talk

Promote availability and reach of easy credit lines for MSMEs

Objective

Client wanted to understand the current credit infrastructure for MSMEs and available options
Client also wanted to improve the availability of financial help for MSMEs and develop new products basis existing gaps

Methodology

Conducted on-ground research (30 IDIs) to develop in-depth understanding of the current credit infrastructure for MSMEs and the availability / adoption of available credit options
Understood key pain-points and unmet needs of MSMEs from available credit options / banking facilities
Mapped key MSME touchpoints in evaluating and selecting a particular financing option for their business and various offline / online influencers in the selection process

Impact / Outcome

Developed a framework and customer journey for the client to understand MSMEs credit infrastructure and identified parameters relevant for MSMEs while evaluating credit options

Let's talk

Competitive intelligence tracking for India’s leading retailer

Objective

Client wanted to benchmark key operational metrics of competitor vs their own outlets in key cities for a period of 12-months
Cover a good mix of micro-markets and regularly track metrics for the entire period

Methodology

Visited store and supplier locations, demand centers and hubs, and spoke to ground staff and customers (N = 70+)
Visited city offices and spoke to store managers
Built overall model to estimate and triangulate scale metrics across players

Impact / Outcome

Client understood how key competitor player is growing month-on-month in key cities of India
Client understood competitor’s focus on key operational aspects

Let's talk

Usage, preference, and purchase behavior of cosmetic items

Objective

A leading cosmetics brand wanted to understand cosmetics product usage, frequency of purchase of cosmetics good, brand resonance and brand awareness amongst customers across Metros, T1, T2 cities

Methodology

Conducted detailed quantitative survey (N = 1,000) of cosmetics product users across India
Conducted trade interviews of distributors, sales officers, retailers, and other relevant personnel such as beauty assistants
Carried out market visits to benchmark multiple brands along with the trade interviews (N = 189)

Impact / Outcome

Client was able to understand the buying behavior, the purchase preferences and annual spend (~INR xx for users in Metros) on cosmetic products along with the brand perception – own vs competitors

Let's talk

B2B opportunities assessment in Indian apparel market

Objective

Client wanted to understand the opportunities in B2B sales of apparel in India

Methodology

Conducted primary conversations with retailers and manufacturers to understand margins, SKUs, trends, and logistics across apparel product categories
Carried out primary conversations to understand pain points, supply – chain nuances and technological capabilities of customers, suppliers and manufacturers

Impact / Outcome

Client was able to gain valuable insights across the Indian apparel supply chain in terms of procurement, quality control, production, sales, and technological enablement

Let's talk

Competitive intelligence tracking for a two-wheeler rental player

Objective

The client is a 2 wheeler rental player and wanted to track key operational metrics like # vehicles, # trips per vehicle per day, % utilization, # customers, % repeat customers, average & gross booking value) of competitor vs own in key cities for a period of 6 months
The objective was to cover a good mix of micro-markets and regularly track metrics for a quantum period to get insights into areas of improvement

Methodology

PGA Labs conducted customer survey across the identified micro-markets major cities with target customer population.
PGA Labs field team visited pick up and drop locations, demand centers and hubs, and spoke to ground staff and customers at actual locations to get real time insights. The team also conducted Mystery shopping exercises across various micro-markets
The PGA Labs team also spoke to competition fleet operation managers of competition to understand their operations and metrics
The team then built an overall model to triangulate and scale the metrics across different players.

Impact / Outcome

Based on the study track the client was able to understand how the competition was growing month-on-month in key cities
The client was also able to benchmark and compare operational and performance metrics like fleet size, utilization, customer acquisition rate etc. of self with different players, along with the best practices creating highest impact
This gave the client the required market insights and understanding to build and launch initiatives to improve it’s own performance across various parameters

Let's talk

Competitive intelligence tracking for an online apparel player

Objective

The client, a large online apparel player in India, wanted to track GMV and other scale related metrics of key competitive players and how they are growing

Methodology

Conducted In-depth interviews (N = 35) of operations managers, category managers and other key personnel of the competitors
Visits to warehouses, dark stores, delivery locations and interviews with staff to capture on-ground market nuances
Compared experience through mystery shopping (N =10) across the different players
Built advanced excel model to estimate and triangulate scale metrics across key players

Impact / Outcome

Client understood how their key competitors are growing along with their focus areas (channels, product categories)

Let's talk

Competitive intelligence tracking for India’s insurance industry

Objective

Client wanted to benchmark key operational metrics of competitor vs their own, primarily on customer feedback and NPS and regularly similar track metrics

Methodology

Conducted In-Depth Interviews (IDIs, N = 15) of client and competitor customers to outline key purchase criteria for buying insurance across product segments
Conducted survey (N = 5,000) in 6 weeks across 40 cities (mix of metro, tier 1 & 2 cities) and different age-groups, genders, affluence and product segments
Built analysis framework to identify strengths and weaknesses for promoters and detractors of client vs competitors

Impact / Outcome

Client understood customer feedback clearly and was able to identify improvement opportunities

Let's talk

Conducting a brand track for a textiles company

Objective

A large textiles company wanted to run a brand track wherein they wanted to track customer decision making process, usage trends, brand funnel, NPS & experience

Methodology

Conducted in-depth interviews with procurement managers of end-use clients to understand key decision-making process for sourcing raw materials, usage trends and key considerations (N = 15)
Conducted quantitative survey (N = 150) with small and mid-sized clients of textiles company on a quarterly basis to understand NPS, key strengths and improvement areas, brand funnel and how these are changing with time
Conducted quantitative survey (N = 50) with small and mid-sized clients of competitor firms on a quarterly basis to understand relative NPS, strengths and improvement areas

Impact / Outcome

Client understood key strengths and improvement areas to increase share of wallet of its key customers, and also for acquiring new customers

Let's talk

Accelerating adoption of EMR products to improve healthcare outcomes for patients with chronic diseases

Objective

Client wanted to improve reach of its products / solutions to ensure better healthcare management for people with chronic diseases such as diabetes, cardiovascular diseases, etc.
Identify partnership avenues for client to increase the adoption of its healthcare products

Methodology

Identified key pain-points by interacting with patient groups (80+ IDIs across ailment categories) and understood their consultation journey and diagnosis process
Established key needs / challenges of hospitals and treatment-centers in adopting and maintaining different products for patient care
Short-listed key partners (hospitals, diagnostic labs, MR outsourcing companies, etc.) with significant reach among the target population to increase the reach of client product

Impact / Outcome

Developed roadmap for client to improve reach of medical devices in under-privileged patients and identified key partners to enable wider reach

Let's talk

Channel strategy for a skilling and staffing firm to expand services in livelihood enhancement

Objective

Client wanted to increase their social impact outreach through multiple channels and become a leading livelihood enabler for the communities it operates in

Methodology

Identified key needs of the target community through 50+ stakeholder interviews and survey
Shortlisted value chains & opportunities to be prioritized for solving the key pain points of candidates and corporates basis relevant parameters such as direct impact on livelihood, employment opportunities, etc.
Detailed out the top 4 action items across different channel tracks along with their implementation plan to steadily increase the skilling and training programs for the under-privileged community as outlined in their key needs

Impact / Outcome

Enabled the client to scale and deliver training / skilling programs in the relevant communities and improve livelihood opportunities for the marginalized community

Let's talk

Competitive intelligence tracking for a business productivity software company

Objective

Company wanted to track market share and other scale related metrics of key competitive players, and how they are growing

Methodology

Interviewed (N = 35) product managers, regional managers, support engineers in key players
Deep conversations with business users of such business productivity softwares
Mystery shopping and sentiment analysis from key online forums
Researched news articles, press releases, publications, publicly available resources and reports
Built overall model to estimate and triangulate scale metrics across players

Impact / Outcome

Company understood how key competitive players are growing month-on-month in key industry verticals in India

Let's talk

Pharmacovigilance for a NSAID

Objective

A CRO (Contract Research Organization) wanted to capture huge amounts of data as part of its post-market safety monitoring study on a newly approved NSAID (Non-Steroidal Anti-Inflammatory Drug) by CDSCO

Methodology

Conducted In-Depth Interviews (IDIs, N = 15) of medical practitioners to outline all possible physiological impacts of drug based on its pathway and pharmacokinetics across patient segments
Conducted patient survey (N = 10,000) and in-depth patient interviews (N = 5,00) in 10 weeks across 40 cities (mix of metro, tier 1 & 2 cities) and different age-groups, genders, affluence and use cases for NSAID
Conducted IDIs (N = 25) of channel partners (pharmacies and hospitals) to account for feedback from patients uncovered from survey
Carried out social media listening for in-context NSAID to substantiate survey claims
Drafted preliminary analysis of drug impact across patient age-groups, affluence, geography and use cases

Impact / Outcome

Client obtained elaborate data on patient results for the select NSAID across age-groups, affluence, geography and use cases. Preliminary feedback of drug performance across customer segments provided.

Let's talk

Customer NPS track for a major co-living player in India

Objective

A major co-living player in India wanted to understand the customer NPS, key retention drivers, and renewal propensity of its target segment across several micro-markets in India

Methodology

Conducted a deep survey (N = 4,000) with customers of co-living players per quarter across key micro-markets in India
Finalized N per micro-market basis # beds in each micro-market for optimizing the survey N
Created a robust excel data book to capture data derived from the survey which primarily included - NPS, retention drivers and renewal propensity of the consumers, and trends by regions & micro-markets

Impact / Outcome

Client was able to understand its positioning to the consumers and how to improve customer retention on an India level, regional level as well as the micro-market level

Let's talk

Quarterly competitor intelligence track for a leading Logistics Tech player in India

Objective

Client wanted to benchmark its business against key competitors in each distinct business unit, i.e., e-commerce express delivery, BFSI express delivery, heavy e-commerce (furniture & consumer durables), PTL freight, and warehousing
In each of these business units, client wanted to benchmark key metrics in terms of business, cost & customer metrics, network coverage, operational efficiency & operational quality, against key competitors

Methodology

Conducted in depth interviews (N = 400) per quarter with employees (ex & current - HR manager, operations manager, marketing manager, customer service manager, supply chain manager, etc., customers, vendors & gig workers, investors, industry experts
Created deep level discussion guides for different stakeholder and respondent type consisting of key questions in scope

Impact / Outcome

Client was able to understand the Logistics Tech market landscape in India
Also, client was able to benchmark its business against key competitors in each distinct business unit across key metrics in terms of business, cost & customer metrics, network coverage, operational efficiency & operational quality

Let's talk

Competitive intelligence tracking for an online grocery player

Objective

E-groceries players wanted to track GMV and other scale related metrics of key competitive players, and how they are growing
Objective was to cover a good mix of cities and regularly track metrics for a quantum period
The player wanted to start with one city (Delhi NCR) and over time, roll it to more cities starting next year

Methodology

Interviewed operations managers, category managers, regional managers, other key personnel in key players
Visited warehouses, dark stores, delivery locations and spoke to key ground people (warehouse managers & delivery staff)
Conducted mystery shopping
Researched news articles, press releases, publications, publicly available resources and reports
Built overall model to estimate and triangulate scale metrics across players

Impact / Outcome

Client understood how key competitive players are growing month-on-month in key cities in India, and their focus areas (channels, product categories) of key players
Client also understood how optimized key players are, in terms of planning and executing last mile deliveries from their LMD cost

Let's talk