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Consumer Durables and Electronics

Helping consumer durables brands gain actionable insights on user behavior and usage, competitor tactics and changing business environment

Consumer electronics / appliance Furniture Tools

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What We Do

Category assessment
Category trends
Sector scan
Consumer NPS & loyalty
Voice of consumer
Consumer purchase journey
Shopping decision tree
Consumer segmentation
Need & intent gap analysis
Digital persona mapping
Mystery shopping
After sales service benchmarking
Advertising effectiveness
Brand health diagnostic
Employee satisfaction and NPS
Voice of channel
Employee engagement
Go-to-market
Product price benchmarking
Product and concept testing
Sales and distribution benchmarking
Catalog gap assessment
Availability visibility study

Category assessment

What is the total Consumer Durables market of India?
What is the demand / market potential for each category?
How does the competitive landscape look like across categories?
Which companies / brands hold the largest share? Which companies are growing fast?
What are the growth drivers / barriers? Any differences across sub-categories?
What are the new emerging categories / sub-categories?

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Category trends

What are the different categories? How have they been growing?
What is the growth outlook for the categories / sub-categories?
How are the consumer needs changing?
How does the unit economics look like for each category?
Are there global categories in other advanced markets yet to enter India?
Which business models are doing well? Why?

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Sector scan

What is the market attractiveness across sectors – macro-economic indicators, capital markets, unite-economics, etc?
How has the PE / VC interest varied across sectors?
Has the sector created value for stakeholders?
What the growth drivers for the sectors?
What are the leading brands? Are there upcoming brands in the segment?
What are the unique business models in the segment – D2C, etc.?

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Consumer NPS & loyalty

How satisfied is the consumer?
What is the NPS across leading brands?
What are the drivers of NPS?
What are the common problems and pain points?
What are the unserved / underserved customer needs?
What are common global best practices that can be implemented to drive customer experience?

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Voice of consumer

How do the consumers perceive the company compared to the competition?
What is the value proposition of key players?
What are the top 3 factors consumers look for while purchasing products?
Is the customer journey broken? What are the pain points?
What are the things that the brands can improve upon?

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Consumer purchase journey

How does a typical consumer journey look like?
What are the key purchase criteria? How does it vary across product categories?
What are the pain points at each stage in the purchase journey?
What are the various channels for purchasing - online vs. offline? How does a customer decide on purchase channel?
What is the impact of offers / discounts on conversion of consumer?
What is the consumer satisfaction with redressal services - call / text / email?

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Shopping decision tree

What is the intention or the purchase occasions of the purchase?
What are the factors influencing consumers to shop from the store vs. online?
What are the key purchase criteria that are responsible to induce repeat purchase?
Is the content promoted by the store relevant to the consumers?
How is the performance of the store-staff compared to the competitors / industry? Does it drive purchase?

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Consumer segmentation

Where are the consumers present across geographies?
What is NCCS profile of the different consumers?
What are different aspirations of the consumers?
How is the digital presence of the consumer – online shopping, subscribed to OTT platforms, usage of payments apps, etc?
What are the major consumer archetypes?

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Need & intent gap analysis

Is there are supply-demand mismatch in the market? How big is the opportunity?
What are the underlying reasons for the gap?
Can the players upgrade their offerings to meet the unmet demand / gap in the market? How?
Are there any new entrants in the market that are focussing on these gaps?
What do the global analogues show about fulfilling gaps for the existing players?

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Digital persona mapping

How educated is the consumer?
What is the NCCS profile of the customers?
What is the online usage behavior of the consumer?
How is the digital presence of the consumer – online shopping, subscribed to OTT platforms, usage of payments apps, etc?

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Mystery shopping

What is the customer journey? How does it vary across player to player?
What are the various industry benchmarks in the process parameters and how does the player rate across them?
How was the customer experience during the journey? What are the pain points in the journey? Are there any gaps?
What are other key and upcoming players in the industry doing to improve customer experience?
What is the NPS? What are its drivers?

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After sales service benchmarking

What is the CSAT score benchmarks in the industry? How does it vary across players?
What do customers have to say about your after-sales service process?
What is the customer grievance process like? What are other leading players in the industry following?
What is the TAT for any request? How does it vary across types of request?
How to improve the process and TAT for service queries?
What is the escalation matrix like? Is it effective?

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Advertising effectiveness

What is the annual advertising spend & ROI? How does it compare to competitors?
What are the advertising channels deployed? Where does it lack compared to industry?
What is the advertising reach across modes and customer segments? How does it vary across channels / segments?
How does the advertising reach compare with competition? What is the customer recall?
What is the click-through rate of digital advertising for various products and customer segments? How does it compare with benchmarks?
How does the top of the funnel look like? What is its composition?

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Brand health diagnostic

What is the degree of brand awareness with respect to competitors?
How does brand awareness change with demographics and customer needs and taste?
What are the key values associated with the brand? What does the brand stand for?
What is the effectiveness of various channels for brand introduction?
How important is brand in the sale process?
What are some of the best practices to strengthen brand value?

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Employee satisfaction and NPS

What is the employee NPS? What are the drivers of NPS?
How satisfied are the employees with the company across different parameters – job satisfaction, career development, etc.?
What are the areas of strength which employees would like the organization to continue and build on?
What are the key improvement areas?
How likely are the employees willing to recommend the organization / restaurant to others?

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Voice of channel

Which brands are channel partners most satisfied with across product categories and why? How is their overall experience?
What are the reasons for preference of a particular brand over others?
What are the channel TATs and process lead times? How do they compare across competitors?
What are the improvement areas across product categories?
What is the level of stickiness across product categories?
What are the triggers that would make channel partners shift to another brand?
What are the key elements to provide a comprehensive channel partner experience?

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Employee engagement

How does the company score across various dimensions of People Value Creation framework (PVC) framework? How do they stand against similar companies?
What are the current employee engagement levels? How can that be improved?
What has been the trend in employee retention / churn? What are the reasons for them?
What are the employee perceptions of the ethos and values of the organization?
What do the employees have to say about company leadership and where can the leadership improvement?

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Go-to-market

What is the potential of the market? What is the projected growth?
What should be your target customer segment? What are their typical personas and preferences?
What is the customer journey for the target customer? Where is it broken? Where can it be improved?
What is the competitive intensity in the region? What should the communication strategy be to cut through the noise?
How do plan to build brand awareness and generate demand in the target market?
How to develop the value chain necessary to run operations, from supplies to legal permits?

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Product price benchmarking

How should we set the price for the new products / features / value proposition?
For the same products, how does the price stack against the competition?
For the same raw materials, how does the procurement price stack against the competition?
What does the product price – feature look like in the market?
What are the services and features for which customers are willing to pay more?
How can price be used as a strategy to win market share?

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Product and concept testing

How to do the pilot testing of the product? What should be the target audience? Why?
How to get customer feedback on proposed new product launches?
What is the ideal methodology for testing new product concepts? What should be the sampling plan?
How to get insights on customer preferences on the features and overall product concept pre-launch?
What should be key message and tonality while advertising the new product launch?
What is the optimal beta launch design for a proposed product?

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Sales and distribution benchmarking

How does client’s sales organogram compare with that of the competition?
What is the role of the sales and distribution team in the customer journey?
How do customers rate the sales and service experience as compared to major competitors?
What is the sales team incentive and how does it fare compared to key competitors?
What are the key gaps in sales / distribution strategy across micro & macro markets?
What is the sales force’s effectiveness in terms of standard industry parameters?

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Catalog gap assessment

What are the key gaps in our product catalog across various macro and micro markets / customer segments?
Is the client fulfilling the features and functions as per the customers’ requirements? Are these features and functions working as expected?
What is the gap in terms of performance? Is the performance as per industry benchmarks?
What are the over or underselling products? Why do they perform that way?
What are product offerings of key competitors? What are their largest selling products? Are there products that can be adopted?
What are the other products that can be carved out from the existing products (bundling, sub-products, etc.) to meet unserved customer requirements?

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Availability visibility study

Are there any product offerings relevant to customers but not available to them? If yes, why?
What is the on-ground product availability and visibility across geos and store types? How does it compare to competition?
What are the weak geographical areas in terms of availability & visibility?
What are the steps taken to ensure better availability and visibility of the products vis-à-vis that of competition?
Has the relation between visibility and product sales identified and leveraged upon?
What is the replenishment time for key products? How does it affect availability?

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Related Case Studies

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

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Consumer preferences and price sensitivity analysis

Objective

An Investment fund wanted to study the consumer preferences and price sensitivity for consumer durables

Methodology

Visited stores, demand centers and hubs, and spoke with ground staff and customers (N = 50+)
Conducted market research survey for the client (N = 1,500) across Metros, Tier 1 and Tier 2 cities
Spoken with more than 200 survey respondents to understand the specifics of purchase behavior in detail

Impact / Outcome

Successfully provided client with deep, comprehensive customer behavior aspects
Client was able to understand the price sensitivity trend by customer type, geo, product category and platform type (online vs offline)

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Customer feedback and positioning of a D2C consumer durables company

Objective

An investor wanted to understand the customer feedback on a D2C internet consumer durable company
They also wanted to evaluate the strengths and improvement areas for the target company

Methodology

Management discussion was conducted with the founders of the target
Primary conversations were conducted with 10 customers
Primary survey was conducted with 300+ customers, broadly categorized in to first time customers, dormant customers, and repeat customers

Impact / Outcome

The segment, the company, and the products were evaluated across awareness, needs assessment, purchase behavior, customer experience and benchmarking
The investor was able to get an initial overview of the target’s market positioning, customer feedback and areas of improvement

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NPS study to understand drivers of promotion and detractors for a large electronic store chain

Objective

Client was looking to collect NPS of its products by customer segment and geography while understanding drivers of promotion and detractors

Methodology

Conducted in-depth interviews (N = 50) of store owners across 8 cities of India to understand key drivers of promoters and detractors at category and sub-category level
Conducted in-depth interviews (N = 200) of customers looking to shop for specific products in the categories and sub-categories to understand NPS and its drivers
Primary surveys for customers (N = 500) and non-customers (N = 500) to understand preferences and NPS (and its drivers)

Impact / Outcome

Client was able to understand correlation between NPS and future share of wallet across segments and geographies
Enabled the client in understanding themes around key strengths and weaknesses across type of store and geographies and map factors that will convert detractors to promoters

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Understand digital journey and pain points associated towards digital adoption

Objective

Client wanted to understand digital journey of a consumer from the point of exploration to point of purchase
They also wanted to understand the pain points in the journey to improve upon and consumer outlook on new products / features

Methodology

Conducted market survey (N = 500) of customers that buy electronic products from online stores or e-commerce platforms
Conducted in-depth interviews (N = 50) customers to understand their about digital journey and pain points associated with it; also discussed about different platforms and their advantages / disadvantages
Held a focus group discussion (N = 10) to ask specific questions to understand consumer outlook on new products / features
Performed product / process benchmarking for major players