Communication Development

Market Situation / Problem

  • Women mostly depend on the men at home or other male authority figures when making an investment and also manging money - Of the 23% women who invest on their own, 18% are single working women.
  • So as to be able to target working women and understand their reservations to investing the tea needed to - Understand the current behavior/disposition of women, apprehensions, what gives them comfort, how they plan their finances, their investments and goals etc.

Our Approach

  • Focus Group discussions amongst a cross section of women - working, on a sabbatical, married working women etc. across various cities.

Key Result

  • Identifying of key territories to drive communication.

Product Ideation

Market Situation / Problem

  • Arrive at relevant communication for the consumers for brand extension into Kidswear for either Raymond, Park avenue, Color Plus & Parx by: Understanding response to the Developed concepts

Our Approach

  • Mini Groups with parents who were key decision makers for purchase.

Key Result

  • We were able to identify the best brand fit for the extension and also decode key communication cues for the brand.

Consumer Understanding

Market Situation / Problem

  • The client team had developed a product - 'mixer-grinder' for the Indian market & Past consumer research showcased the strong need for 'Authenticity in taste' perceived to be the biggest driver in the category
  • The team wanted to explore credible solutions at a product level that will help live up to this promise & claim.

Our Approach

  • Workshop amongst - Consumer & Experts (Chefs) to understand the dimensions to 'Authentic Taste'.
    • The process involved.
    • The role of the product - how can it deliver the desired result &
    • What and How can the product showcase a strong RTB - product functionality / product proposition.

Key Result

  • We were able to identity key areas for product development - changes in the product.
  • Also identify the process that delivers Authentic taste - helped the team develop not just communication routes but also Identify key RTB resulting from product functionality.

Consumer Understanding

Market Situation / Problem

  • During summer months, the lotion category in India normally slumps and brands tend to concentrate their energies on other categories.
  • ITC felt that their skincare brand Vivel Cell Renew could benefit out of this summer slump & hence a need to create a portfolio with summer relevant benefits - specifically body lotion.
  • Hence the need to understand the current 'summer needgaps' in the market and how they are being addressed in order to tailor their summer range.

Our Approach

  • Extended Depth Interviews amongst women across age groups and skin types to understand their needs.

Key Result

  • We were able to identity key need gaps.
  • and also look at possible product solutions to address the summer market.

Consumer Understanding

Market Situation / Problem

  • Hair colour(HC) is a Rs.2000 crore category in India .
  • Godrej Expert dominates the PHC category
  • The CHC category has players like Garnier, Streax(120Cr) and other players in the premium Segment- like Wella, L'Oreal, etc.
  • Godrej launched a single use CHC in a sachet For MRP Rs 30. under the Brand name of Godrej Rich Creme Hair color.
  • It was also noticed that PHC users has a distinct male skew with about 59% users being male and 41% being females.
  • Given the various dynamics in the category - Emami wanted to understand weather launch a PHC or a Low price unit(LPU) CHC and how best to position the same.

Our Approach

  • Depth & Conflict Groups (CHC vs PHC users) amongst men and women
    • The Depths included a consumer diary pre-task – to understand the current practices with Hair Care & Coloring and also understanding the emotional drivers around the same
    • The groups included creation of collages and visually building of possible territories The groups and depth

Key Result

  • We were able to understand in detail the barriers and triggers to each format.
  • Also identify key need gaps for product development.

Consumer Understanding

Market Situation / Problem

  • The Sony Pix team wanted to understand heir viewer in depth and detail…
    • Not just identify their current media preferences but also
    • Understand the viewers aspirations, dreams etc. - so as to be able to communicate with its viewers in a engaging manner

Our Approach

  • So as to be able to gain maximum access to the consumer an also speak to them in a way that they relate to best we created a panel of viewers across cites and age groups and engaged with them for an entire week using our proprietary tool - 'Whatsapp Petrol'.
  • At the end of the week - we also brought the viewers together for a FGD to better understand channel perceptions

Key Result

  • Clear viewer typologies were created - this helped the client target each typology in a more relevant manner
  • The end output apart from the standard presentation was also a ready reckoner booklet about the typologies for the team to refer to at briefings and while designing communication.