Presentation is loading. Please wait.

Presentation is loading. Please wait.

Segmentation Research Criteria ResearchMarket Potential ResearchProduct ResponsivenessP roduct Research Concept TestingBrand DiagnosticsProduct Performance.

Similar presentations


Presentation on theme: "Segmentation Research Criteria ResearchMarket Potential ResearchProduct ResponsivenessP roduct Research Concept TestingBrand DiagnosticsProduct Performance."— Presentation transcript:

1 Segmentation Research Criteria ResearchMarket Potential ResearchProduct ResponsivenessP roduct Research Concept TestingBrand DiagnosticsProduct Performance Research Pricing Research Product Line Pricing Price Elasticity Promotional Research Budget ResearchCommunication Research Distribution Research Distribution ModelAttitude of channel members Industry Marketing Research New-Market ResearchDemand Estimation Demand SeasonalityClient Satisfaction RatingProduct Modification Strategy Consulting Strategic Planning Organizational StrategySupply Chain Strategy Supply Chain Flexibility Operations Consulting Supply Chain PlanningSales & Operations Planning Product Life-cycle PlanningSourcing & ProcurementSpend AnalysisProcurement Optimization Process Improvement Finance Analytics Integrated Performance Management COMPANY PROFILE

2 2

3 Advises clients on critical management issues through Consumer Market Research, Industry Research and Consult Practices We provide access to industry expertise, best practices and innovation through channel of associate companies and collaborating experts Our Passion - Innovative solutions that create long lasting benefits for organizations Our Focus - providing Workable Solutions, focus on Innovation, making Effective Communication and following Inclusion principle Fluid Axis is a Research and Consulting firm founded by alumnus of IITs, IIMs and ISB Hyderabad 3

4 4

5 5 Fluid Axis envisions to be recognized as most trusted Change Associate and to define new solution frontiers in the field of Research and Consulting Our Vision Our Values We value Quality in.. People (Core Team & Alliance Partners) Premier institutes like IITs/ IIMs/ ISB Hyderabad Prior work experience with lead organizations Local market know-how (Advisory Board) Years of field experience in their strategic areas Processes Well defined monitoring & control measures in data collection Benchmarking and standardization of research design frameworks Simplicity in data presentation Our Values Our Vision

6 6

7 Client Testimonials..Professionalism, adherence to quality and honest hard work are the three attributes that were clearly visible in the research work that Fluid Axis conducted for us. They have already set the bar high and would find it hard to better their own performance. But, I sincerely hope they surprise us again!.. - N.S. Arun, Senior Manager, Research and Advisory Services, Dun & Bradstreet Information Services India Pvt. Ltd...Given the short turn around time, Fluid Axis was able to give us key insights into the untapped market. This allowed us to fine tune our internal marketing efforts.. - Group Brand Manager, FMCG Major Workable Solutions Focus on Innovation Effective Communication Inclusion Principle Fluid Axis Thought-Leadership 7

8 Client Testimonials…cont …We appreciate that Fluid Axis helped us at each step of the way and successfully partnered with us to identify USP for communicating to the target customer base... - Rajiv Singh Chauhan, Diviniti Homes (P) Ltd..They have shown excellent commitment towards the project which is clearly evident from the fact that their research yielded results. They have impressed us particularly by their professionalism exhibited in their adherence to quality of work and timely execution.. -N.N.Talukdar, -- Head, Business Development, -Central UP Gas Ltd Workable Solutions Focus on Innovation Effective Communication Inclusion Principle Fluid Axis Thought-Leadership 8

9 9

10 Core Team Education BackgroundB.Tech, M. Tech (IIT – Kharagpur, Metallurgical Engineering) MBA (ISB – Hyderabad, Finance & Strategy) Experience Accenture Consulting Supply Chain Management Consulting; Maruti Suzuki India Ltd.Worked at process improvement for various SMEs in auto-parts, cost analysis and control, VA/VE as part of Supply Chain Management ; SuzlonEnergyAmong the youngest senior managers in the company and led a team in her role of financial control; Also developed Accounts teams performance management framework; ISGECGroupDeveloped Strategic Business plan followed by budgeting process and initiated its implementation; InterestsAn avid reader (currently The Prize- Daniel Yergin) 10

11 Education BackgroundB.Tech (IIT – Kanpur, Mechanical Engineering) MBA (IIM – Lucknow, Marketing & Operations) Experience RBNLCluster Integrated Sales Head Provided Integrated Branding Solutions to Key SMEs of UP & UK BPCLProject Management; worked for Natural Gas Pipeline Project for connecting Industrial Customers in Gujarat RIL & Mahindra FinanceDesigned & Executed Market Researches part of field projects NokiaDeveloped Marketing Plan for launch of Nokia – N95 for a Contest and was Institute Runners-Up ABU Robocon, 2003Designed & Fabricated a Team of Robots and were National Runners-Up in the competition InterestsEasily attracted by any field where creativity is involved; Pawas has a range of interests including Dramatics, Music, Poetry, designing Marketing Solutions, Creating TV Commercials (Won a few awards for that) and Robotics 11 Core Team

12 Education BackgroundB. Tech(Computer Science & Engineering) Experience ABS Solutions Leading a team of freelancers and providing IT solutions to SME clients in U.P and Uttarakhand Abhitech IT SolutionsWorked as software developer- Developed online shopping store and IT support for in-house office operations InterestsAn IT geek- likes to explore new web applications in free time. Also loves to meet new people. Core Team 12

13 Advisory Board Education BackgroundPhD (Sheffield University– UK, Strategy &Innovation Management) ExperienceProfessor of Strategy & Dean (MDP & Consulting) at IMI - New Delhi Also served at the IIM - Lucknow, MDI - Gurgaon, FMS – New Delhi and Malaviya REC - Jaipur Interests Teaching & Research Strategic management, Innovation and Entrepreneurship Training & ConsultingConducted a large number of training programmes on themes related to Strategy, Innovation, Entrepreneurship. Been chairman of the Strategic Management and Entrepreneurship group at IIM - Lucknow AuthorshipWritten a book on Entrepreneurship Development Has an invited chapter in the book titled Advances in Information ResourcesManagement Volume 6 (Pub: Idea group, Pennsylvania) Regularly publishes in Indian and International Journals. Active member of the Strategic Management Society and the International Council for Small Business Recipient of the Career Award for Young Teachers instituted by the AICTE, New Delhi 13

14 Advisory Board Ashok Kumar Misra Education BackgroundMA – Economics; LLB; B. Sc ExperiencePunjab National Bank- Has more than 30 years of experience in banking sector which ranges from Industrial Loans to Financial Analysis of SMEs to Foreign Exchange Balram Pandey Education BackgroundM. Sc; CAIIB ExperienceAllahabad Bank- Retired as Zonal head (DGM) with 38 years experience. Currently managing a registered NGO –TIARA that works for the betterment of poor children Subhash Gupta Education BackgroundM.A; LLB ExperienceNew India Assurance- Retired as Sr. Divisional Manager. More than 30 years of experience in providing Insurance solutions to Industrial Customers 14

15 15

16 16 Namaste India Foods Pvt. Ltd. (Ghadi Group of Companies) Rohit Surfactants Pvt. Ltd. (Ghadi Group of Companies) Central UP Gas Ltd. (JV of GAIL & Bharat Petroleum) Diviniti Homes (Upcoming Real Estate Player) Green Gas Ltd. (JV of GAIL & Indian Oil) Classroom 2 Boardroom (Consulting) Janki Media Associates (Innovative Media Solutions) Perfect 2 (Innovative Media Solutions) Rred Star Services (Marketing Services) Dun & Bradstreet (Worlds leading source of commercial information)

17 17

18 Fluid Axis provides high-quality expertise and specializes in business management consulting services. We offer client solutions that are practicable and relevant to the environmental context in which the organization operates When Fluid Axis is engaged, our client is getting specialized knowledge and valuable experience in our comprehensive services which include, - Consumer Market Research - Industry Market Research - Research Backed Consulting 18

19 Consumer Market Research Fluid Axis offers a range of comprehensive market research services catering clients that want a deep understanding of both urban and rural market Our portfolio includes a wide range of customized quantitative and qualitative market research techniques and solutions, including proprietary market feedback models covering areas of brand health, track, segmentation and advertising effectiveness. Our strength lies in our approach to service- find roots of the issue, delve into local context,innovate, critically analyze, deliver results Knowing which way to turn requires Fluid Axis in-depth understanding of the market place ClickClick for details 19

20 20 InSights: The Individual Consumer InSights: The Individual Consumer InSights: Environmental Influences InSights: Environmental Influences InSights: Decision Making Process InSights: Decision Making Process InSights: Purchase Process InSights: Purchase Process InSights: Consumer Feedback InSights: Consumer Feedback InSights: The Competition InSights: The Competition Fluid Axis can help you better understand your consumers Needs, Perceptions of Brand Characteristics and Attitudes towards Brand Alternatives. We can also analyze for you, the influence of Demographics, Lifestyle and Personality Characteristics on Purchase Decisions. Use Fluid Axis Research Services to align your marketing efforts and prioritize your marketing budgets by knowing how Cultures & Sub-Cultures (Norms & Values) and Face-to-Face Groups (Family, Friends and Reference Groups) influence Purchase Decisions. Fluid Axiss Consumer Satisfaction Researches can give you a clear analysis of what makes your consumers happy. Use these to convert your Consumers to your Brand Advocates Fluid Axis can bring to the surface the insights into your Consumers process of perceiving and evaluating brand information, considering how brand alternatives meet his needs and deciding on his preferred brand Have an edge over your competition through information and analysis. Assign Fluid Axis to bring out point-by-point comparison of your brand with competition, track their moves and understand the impact on Purchase Decisions. Purchase Decisions are often made four feet from the Sales Counter. Fluid Axis observes the consumers in the Retail Environment itself to give you insights into the purchase behaviour and what small elements influence the Purchase Decisions at the Point-of-Purchase. Consumer Market Research

21 21 InSights: The Individual Consumer InSights: The Individual Consumer InSights: Environmental Influences InSights: Environmental Influences InSights: Decision Making Process InSights: Decision Making Process InSights: Purchase Process InSights: Purchase Process InSights: Consumer Feedback InSights: Consumer Feedback InSights: The Competition InSights: The Competition Consumer Need-Gap Analysis Brand Characteristics Perceptual Mapping Media Habits Research Attitude & Lifestyle Mapping Demographic & Psychographic Mapping Values Mapping Socio-Cultural Segmentation Peer-Group Influence Research Price Elasticity Research Consumer Satisfaction Research Product Responsiveness Research Ad Copy Testing Pre-Campaign & Post- Campaign Testing Market Segmentation Criteria Research Attribute – Consequence – Value Associations Optimal Product Design Research Product Concept Testing Brand Positioning Research Optimal Promotional Mix Media Decisions Price Change Behaviour Research Brand Preference Research Brand Equity Research Promotional Budget Research Sales Promotion Relationship Charts Sales & Distribution Model Preference Research Wholesale & Retail Coverage Intensity Maps Attitudes of Channel Members Point-of-Purchase Behaviour Research Point-of-Purchase Response to Promotions Research Consumer Market Research

22 Industry Research We believe that a client desires to be aware of the dynamics of the local industries in a region and not just the macro picture for a highly-effective business decision making process. He expects attentive service, straight- forward information and total dedication of the people working for him. We analyze the specific market conditions regarding competitors, market structure, government regulations, economic trends and numerous other factors and offer customized industry research & analysis Click Click for details Allow Fluid Axis to walk you to a crystal-clear industry scenario 22

23 23 FoCus: Business-Environment FoCus: Business-Environment Competition Mapping FoCus: Industry Deep Dive FoCus: Industry Deep Dive Fluid Axis offers you a complete snapshot of the industry that includes local cultural influences and power dynamics prevalent among the participants of the industry. Understand your competitors not just in terms of their product domain, financial strength and market share but also their strategic positioning and be better prepared to offer your services to the end consumer. Industry Research Demand-side Supply-side Ease of availability of raw material or back-end services is just as critical as demand potential in deciding whether an industry is lucrative to invest in. We offer insights into supply chain, key influencers and cost elements of an industry Fluid Axis aids you with the understanding of the buyers, their sensitivity to price and even demand estimation and forecasts for the industry. We can also support you with Key Client Accounts Research. The go-no-go decisions on an industry need to be backed by an adequate amount of research on each aspect of the industry: demand side, supply side and the peer group. Our approach is to put in place objective, quantified models of estimation before we go out to test the field. Key Accounts Fluid Axis understands that the 80:20 principle applies for most businesses i.e. 80% of the revenue comes from Top 20% of the clients (sometimes even lesser). Therefore, when analyzing the Demand Side, we do in-depth research on your Key Accounts for their spending patterns, revenue potential, organization structure and purchase decision frameworks, brand perceptions etc.

24 24 FoCus: Business-Environment FoCus: Business-Environment Competition Mapping Competition Mapping FoCus: Industry Deep Dive FoCus: Industry Deep Dive Business Trends & Cultural Influences Industry Structure & Market Forces Dynamics- competitive intensity, ease of new entrants, availability of substitutes Macro-economic factors & their influence Industry Growth Drivers Key competitor Profiling & Strategic Grouping Market Share Study Competition- Strength & Weakness Study Industry Research Demand-side Supply-side Supply Chain structure Industry Cost Structure Key Product Characteristics Key influencers Pricing Dynamics End-user characteristics Demand Forecasting Market Potential Determination Market Sizing and Growth rate estimation Key Accounts Location & Business Potential Brands Perception Organization Structure & Political Grouping Sales Obstacles & Opportunities to Partners Delight & Satisfaction Maps

25 Research Backed Consulting Developing a clear, sustainable strategy requires an understanding that strategy is a function of the practice, the praxis and the practitioner. This essentially means that there does not exist a competitive strategy that is one-size fits all even within an industry. The necessity, hence, is to develop a unique business model, an innovative approach to challenges and quantifiable objectives to achieve the growth that a business leader desires. At Fluid Axis, we support you in doing just that. We make sure each and every venture we service not only keeps existing customers returning, but attract new one as well 25 Click Click for details

26 Research Design Problem Formulation 26 Research Backed Consulting Problem Audit Systemic Constraints Environmental Context Secondary Data Theoretical Foundation Industry Expertise Innovation Design Formulation Understand the aspiration/motives and objectives of decision- maker/s(DM); discussing on: Events that led to the decision for consulting Information that is needed to answer DMs questions Alternative courses of action available to DM Criteria to evaluate the alternative courses of action Look at the past information on the performance of the industry and the firm. Identify the industry trends forecast Identify the macro- economic forces as it relates to the problem context Corporate culture as it relates to decision making Understand the capabilities of the organization in product, services and resources vis-à-vis competition Identify the strengths and weaknesses of the organization in the context of the problem Analyze Secondary data to better define or develop an approach to the problem. Keep in mind the: Objective of the study Specification or methodology used Accuracy of data Time relevance & nature of content Develop an approach to research and identify variables to be investigated using theoretical frameworks Gather objective evidence by compiling relevant findings from secondary sources Note approaches taken in similar case studies, if any Develop analytical models that bring out interrelationship of variables Interview the industry experts to gain key insights on the industry trends, business practices, power dynamics of stakeholders, operational bottle-necks, changes occurring at macro-economic level, buyer behavior and marketing practices among others. Delineate the information required and develop the hypotheses Define nature and phases of research Specify the measurement and scaling procedures Construct and pretest questionnaire or interview guide Specify the sampling process and sample size Develop data analysis plan Objectification and quantification of data to be captured as much as possible Innovation in segmentation, execution

27 Field Research 27 Research Backed Consulting Analysis & Simulation Solution Roadmap Scenario Optimization Solution Roadmap Research Data Analysis Internal Factors External Influencer Scenario Simulation Qualitative Research Quantitative Research Qualitative Research Analysis Gather insights on aspects of problems that respondents are unwilling or unable to structure, quantify or formalize their response to. Analyze information using data reduction, data display techniques. Verify the conclusion drawn in context of the research questions. Select appropriate survey method depending upon information requirements and respondent characteristics. Use relevant analysis method: Data mining Business Intelligence Descriptive Statistics Confirmatory Data Analysis Capture Industry forecasts on environment, market and competition Capture Decision Makers estimate of permissible variance in organizational resources based on budgetary constraints Develop multiple solution scenarios and identify their Return on investment Identify impact on internal resource allocation Look-out for any unaccounted for outcomes Optimize the solution to achieve the Return on Investments closest to target and within the desired budgetary requirements Freeze solution roadmap with milestone and target achievement planning Implementation Map Plan Implementation including resource planning, milestone and measurement metrics

28 Segmentation Research Criteria ResearchMarket Potential ResearchProduct ResponsivenessP roduct Research Concept TestingBrand DiagnosticsProduct Performance Research Pricing Research Product Line Pricing Price Elasticity Promotional Research Budget ResearchCommunication Research Distribution Research Distribution ModelAttitude of channel members Industry Marketing Research New-Market ResearchDemand Estimation Demand SeasonalityClient Satisfaction RatingProduct Modification Strategy Consulting Strategic Planning Organizational StrategySupply Chain Strategy Supply Chain Flexibility Operations Consulting Supply Chain PlanningSales & Operations Planning Product Life-cycle PlanningSourcing & ProcurementSpend AnalysisProcurement Optimization Process Improvement Finance Analytics Integrated Performance Management THANK YOU

29 29 InSights: The Individual Consumer InSights: The Individual Consumer Consumer Need-Gap Analysis Brand Characteristics Perceptual Mapping Media Habits Research Attitude & Lifestyle Mapping Demographic & Psychographic Mapping Consumer Market Research Consumer Need-Gap Analysis Fluid Axis adopts a phase-wise approach, using a sequence of Qualitative and Quantitative methods, to clearly identify the significant consumer needs which the existing products are unable to fulfil. Usually proves a good starting point to develop ones Marketing Strategy Brand Characteristics Perceptual Mapping Difference in intended and actual Brand Positioning is often caused by the consumers perceptions of the Brand Characteristics. Our Perceptual Maps can clearly depict where there is a need for alignment of both Media Habits Research Customer Segmentation based upon Media Habits considers large number of parameters and we prefer to customize it as per your business requirements. Fluid Axis innovative research designs and data collection techniques (e.g. sampling based upon Socio-Cultural Strata) can help you maximize your Return on Marketing Investments (ROMI) Attitude & Lifestyle Mapping Consumers often have pre-dominant lifestyles and attitudes. Identifying the Attitudes & Lifestyle based Clusters not only helps to focus the Sales & Distribution efforts, but also to devise more effective Communication Demographic & Psychographic Mapping Get a different perspective on your target market based upon the demographic (e.g. Age Groups, Income Groups, Gender, Socio-Economic Classes) and relevant psychographic profiles (e.g. Risk Aversion, Innovation)

30 30 InSights: Environmental Influences InSights: Environmental Influences Values Mapping Socio-Cultural Segmentation Peer-Group Influence Research Price Elasticity Research Consumer Market Research Values Mapping Value System of a society is often at the foundation of consumption and purchase decisions of the consumers. We use Qualitative Research techniques like Laddering to look beyond the peripheral responses and unearth the actual reasons behind decisions. Our Value Maps can help marketers to target their brand communication to these core values and have a long lasting impact Socio-Cultural Segmentation Brand Preferences not only vary across geographical boundaries, but also with changing Socio-Cultural environment. By identifying the Socio-Cultural Segments and performing cross-sections of research variables across these segments also, we provide our client with a crystal clear market scenario Peer-Group Influence Research Peer-Group, like family, friends, colleagues, are strong influencers in many purchase decisions. They also induce and influence consumption habits. Depending upon the type of product and market, researches on the Peer-Group Influence often add great value to the strategic and tactical decisions of the marketers Price Elasticity Research Fluid Axis uses a number of research techniques to help you anticipate the effects of Price Variation. We not only consider the reaction of the consumers, but also of the competitors and other market forces

31 31 InSights: Decision Making Process InSights: Decision Making Process Market Segmentation Criteria Research Attribute – Consequence – Value Associations Optimal Product Design Research Product Concept Testing Brand Positioning Research Optimal Promotional Mix Media Decisions Price Change Behaviour Research Consumer Market Research Market Segmentation Criteria Research Use our research to choose the most appropriate criteria to segment your target market for more concentrated marketing efforts Attribute-Consequence-Value Associations Our Qualitative techniques can help you to link the Product Attributes to the benefits sought and the Values in their background Optimal Product Design Research Get new product design ideas through better understanding of consumer needs Product Concept Testing Make more informed decisions by testing the new product at the Concept stage Brand Positioning Research Measure the Share of Mind & determine Brand Positioning vis-a-vis purchase Optimal Promotional Mix Done to determine the role of Advertising & Sales Promotions in swaying purchase decisions and brand preferences Media Decisions Apart from the Media Reach & Coverage, also know which media creates a stronger impact on the purchase decisions of the consumers Price Change Behaviour Research Sense how much price change will significantly affect purchase decisions

32 32 InSights: Purchase Process InSights: Purchase Process Sales & Distribution Model Preference Research Wholesale & Retail Coverage Intensity Maps Attitudes of Channel Members Point-of-Purchase Behaviour Research Point-of-Purchase Response to Promotions Research Consumer Market Research Sales & Distribution Model Preference Research Know which are the most common and most preferred retail touch points through which your consumers want your product to reach them, why they prefer one over another and how important is the role that your distribution model plays in their purchase decisions. We also bring to surface the issues faced by the consumers due to the distribution network which ultimately results in switching of brands Wholesale & Retail Coverage Intensity Maps Our Retail & Wholesale audits can clearly indicate the holes in the distribution network of your competition as well as yours. Attitude of Channel Members Fluid Axis can help you to better understand the power dynamics and attitude of your Sales & Distribution Channel. Our Mystery Shopping techniques can also unearth the gaps between the intended marketing communication through the distribution channel and actual marketing communication happening at the retail end Point-of-Purchase Behaviour Research Fluid Axis Retail Ethnography techniques bring to you the insights into the smallest of the factors that affect purchase decisions just before the purchase. Equally useful for both Retailers and Brand Owners Point-of-Purchase Response to Promotions Research Measure the response to your and the competitions Promotional Schemes and utilize your promotions budget in a more effective manner

33 33 InSights: Consumer Feedback InSights: Consumer Feedback Consumer Satisfaction Research Product Responsiveness Research Ad Copy Testing Pre-Campaign & Post- Campaign Testing Consumer Market Research Consumer Satisfaction Research We not only help you to measure the satisfaction level of your consumers on the critical attributes, but also assign relative weightages to them using some of our statistical techniques (e.g. Analytical Hierarchy Process). This way you can know where to focus your efforts to achieve maximum Consumer Satisfaction with limited resources Product Responsiveness Research You can measure the consumer feedback about your existing products and re- adjust some of the elements for better acceptability Ad Copy Testing Most often a new advertisement is an expensive and risky matter. You can mitigate a big portion of this risk by going for consumer feedback at each stage right from Concept Stage to Pre-Release Stage. While our Quantitative techniques measure the acceptability, our Qualitative techniques bring out specific elements which need to be tweaked for better acceptability Pre-Campaign & Post-Campaign Testing A combination of Pre-Campaign & Post-Campaign Testing can provide a measure of Campaign Effectiveness. Specially useful, if your wish to measure the impact of your marketing investments and use the learning to better your marketing efforts each time

34 34 InSights: The Competition InSights: The Competition Brand Preference Research Brand Equity Research Promotional Budget Research Sales Promotion Relationship Charts Consumer Market Research Brand Preference Research Brand Preference tries to quantify the impact of marketing activities. It represents which brands are preferred if the price and availability are assumed to be same. Use this to track the effectiveness of the competitors marketing efforts and their impact on the overall market Brand Equity Research Brand Equity is a measure of the willingness of the consumer to pay a premium for a particular brand. It is the result of a large number of factors over a long period of time. Brand Equity Research on yourself and the competition can help to determine optimum pricing or to anticipate the extent of efforts required for inducing brand switching Promotional Budget Research An analysis of the competitions spend on Marketing Budgets and their impact on consumers can help you plan your marketing budgets in an optimum way. Sales Promotion Relationship Charts Fluid Axis can help you to track your competitions Sales Promotions Schemes vs. Incremental Revenue Generation due to them. This can help to determine the effectiveness of various kinds of promotion efforts and prove to be an effective tool for more informed decisions

35 35 Industry Research FoCus Business-Environment FoCus Business-Environment Business Trends & Cultural Influences Industry Structure & Strategic Grouping Macro-economic Factors Study Market Forces Dynamics- competitive intensity, ease of new entrants, availability of substitutes Industry Growth Drivers Business Trends & Cultural Influences Business Trends indicate the course that a particular industry is taking and hence are a precursor on the avenues where the resources would be invested in the near future. Local cultural patterns impact the way business dealings are done and how are they interpreted and is critical when charting into new territories. Industry Structure & Strategic Grouping The size and number of firms affects the competition dynamics and also the practices and policies that are prevalent in an industry. Strategic grouping of industry participants is especially relevant for new entrants as that determines the intensity and nature of rivalry they would face. Macro-economic Factors Study Impact of macro-economic conditions such as Political, Economic, Socio-cultural, technological and Global cannot be over-emphasized in the context of performance of a firm. Market Forces Dynamics- competitive intensity, ease of new entrants, availability of substitutes The power interplay of all industry participants- viz., Competitors, Suppliers, buyers, niche players and new entrants -arising out of their size, numbers, financial strength and strategic position determines the relative strength a firm may achieve by taking a strategic position. Industry Growth Drivers Drivers of growth for an industry may lie anywhere; from macro-economic factors to changing equation among industry participants to redefining of the product category itself.

36 36 Industry Research FoCus Industry Deep Dive FoCus Industry Deep Dive Market Potential Determination Market Sizing and Growth rate estimation Supply-side Competition Mapping Market Potential Determination Market analysis service of Fluid Axis helps you with evaluating economic opportunity available in any geography. A market potential analysis from Fluid Axis may include: A customer profile to understand where to find more like them Market penetration and market share reports showing performance in existing markets and expected performance in new markets Market ranking reports allowing you to prioritize resource deployment into new markets A geographic view of market opportunity on detailed maps Market Sizing and Growth rate estimation Market size estimations may be done from both supply-side (Top-down approach) or demand-side (bottom-up approach). Supply-side approach starts with market and industry data. It takes a close look at a geographic market area and profiles the consumers to identify their propensity to buy your products and services Demand-side approach to market sizing starts with your customers. How much and often do they buy? What is their profile? How many potential customers do you have in the market based on your customer profiles? How can you reach them? Fluid Axis has expertise in both these approaches to market sizing. Demand-side

37 37 Industry Research Demand-Side Pricing Dynamics End-user characteristics Demand Forecasting Key Accounts Pricing Dynamics How a product or service is priced in an industry depends on buyer psychology, product bundling and macro-economic environment among hoards of other factors. Fluid Axis helps you with a complete picture of the price play, specifically capturing consumers price sensitivity and pricing practices of incumbents. End-user Characteristics Fluid Axis helps you with capturing the key insights into the profile of the end- user and mapping it with the relevance of your product or service, that may not necessarily be available to you at point of sale Demand Forecasting We capture the demand-side market potential analysis and forecast it into the future based on validated growth trends so that you have an informed base for laying out your medium term corporate strategy. Key Accounts If you are a firm operating in B2B environment, Fluid Axis offers a specialized Key Accounts Research encompassing insights on your Geography-wise business potential with your client base, their brands perception and organization structure. We also offer opportunity analysis and a structured approach to measuring client satisfaction- delight and satisfaction maps. Location & Business Potential Brands Perception Organization Structure & Political Grouping Sales Obstacles & Opportunities to Partners Delight & Satisfaction Maps

38 38 Industry Research Supply-side Supply Chain structure Industry Cost Structure Key Product Characteristics Key influencers- Raw material availability, price fluctuations, price negotiation power, supplier concentration Supply Chain Structure We cover following key aspects in developing the supply chain structure of an industry for you: i.Key stakeholders and their inter-relationships ii.Relative strength of the stakeholders and its impact on the terms and conditions of their working relationship with others iii.Inventory, payment terms and margin structure iv.Efficiency in flow of product, information and service- impact of IT v.Nature of raw material sourcing Industry Cost Structure We help you estimate your costs with greater confidence by developing an exhaustive cost model that includes but is not limited to: i.effect of regulations, ii.margins of partners and their manipulative strength, iii.raw material cost broken down at quality levels, stability of vendors and geographic presence iv.Cost of servicing v.Logistics-cost and efficiency vi.Supply chain best practices under implementation Key Product Characteristics We research on key characteristics of products prevalent in your target industry including feedback of end-users on the same. Key Influencers We study key influencers to supply chain robustness including factors such as raw material availability, price fluctuations, price negotiation power and supplier concentration.

39 39 Industry Research Competition Mapping Key competitor Profiling & Strategic Grouping Market Share Study Competition- Strength & Weakness Study Key Competitor Profiling & Strategic Grouping We conduct Profiling of key competitor capturing information on their financial position, market strength, brand response and operational best practices. We also identify firms within the industry that have similar corporate strategies and hence would be liable to make similar strategic moves to an external stimuli Market Share Study Market share study answers questions such as: how fragmented is the market pie?, how much of it is unorganized?, how does it differ in terms of sales volume and revenue? who are the market leaders and they lead by how much? Competition-Strength & Weakness We take a structured approach to understanding the strength and weakness of your competitors, seeking inputs from their channel partners, clients and published company reports so as to provide you feed back of how string and how weak.


Download ppt "Segmentation Research Criteria ResearchMarket Potential ResearchProduct ResponsivenessP roduct Research Concept TestingBrand DiagnosticsProduct Performance."

Similar presentations


Ads by Google