1. 1
Market
Evaluation
DIGIT 5 - MARKET EVALUATION CASE STUDY
“Small opportunitiesare often the beginning
of great enterprises”
Objectives:
• To map the market potential
• To understand thecompetitive landscape
• To craftan effectiveentry strategy
• To determine the 4 P’s – Product, Price, Place and
Promotion
Case Study - A global leader in metal transformation was
exploring opportunitiesin India
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Handshake
Global
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 Marketevaluation projectcovered 350 stakeholdersacross
25 cities and was executed in 3 months
 Provided in-depth insights aboutmarketpotentialby
product& applications, low hanging fruits, technical
adaptations, challengesand more
 Client invested in capacity & growing successfully in India
 Mapped similar opportunitiesfor clientin Asia
• Wide rangeof productsincluding mix of nicheand
commodity products
• Many applicationsranging fromautomotive, agriculture,
aviation, machinebuilding, household, etc
• Which ones to make in India and which trade?
• Who arethe competitors? Importers?
• What about value chain including rawmaterials,
converters, OEMs, etc?
• Who could be potential customers? Which locations?
• What about market operating prices?
Challenge
Approach&
Outcome

2. 2
DIGIT 5 - SATISFACTION SURVEY CASE STUDY
“The first step in exceeding your customer’s
expectations is to know those expectations”
Objectives:
• To understand customer needs and expectations
• To retain existing customers
• To identify the areas of improvement
• To derivevaluable insights
Market
Evaluation
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India Hand-
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Global
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Case Study
 Started with a voice of customer (VOC) program which later
evolved into a six-sigma project
 Whatstarted as a one-off activity grew into quarterly
project
 Entailed visits to 3600 customersspread over 3 years
 Quarterly scoresby product, by region/state/branch/city,
by OEM and by service provider
 Client designed incentives based on VOC scores
 VOC also provided competition benchmarking and best
practicesin the industry
 Findingsled to productinnovationsand service level
improvements
• A product manufacturing company catering to theenergy
& power sector with a significant market sharein India
wished to understand voiceof their customers
• Route-to-market through OEMsand distributors
• Further, after salesservicesupport is rendered by
authorized but third party providers
Challenge
Approach&
Outcome

3. 3
DIGIT 5 - PARTNERSEARCH CASE STUDY
“Alone we can do so little; together we can do so
much”
Objectives:
• Identifying JV / Acquisition / Alliance Partners
• Identifyingrepresentatives/distributors
• Evaluatingtheir strengths and weaknesses
• Developing an effectivemarket entry
and expansion strategy
Market
Evaluation
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Lead
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Global
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Case Study
 Detailed product, technicaland application training
 Identified about30 potential companiesthrough desk
research based on existing productportfolio, principal
companies, geographies and targetcustomers
 Narrowed down to 20 after consulting with client
 First level contactsthrough telephonic interviews
 Visited prospects for in-depth discussions with decision
makers
 Short-listed 5 companiesbased on performance scores
 Client visited India to meet short-listed companies
 Finalised 2 distributorsin India
• A medium size family run company based in Germany
• Market leader and strong in-housetechnology
• Over the last few years expanding in other European
markets but, the big question was how to tap
opportunitiesin emerging market like India
• After initial discussionswith theclient and considering
their existing scaleand investmentsin Germany it was
agreed to start business through distributors in India
Challenge
Approach&
Outcome

4. 4
“Leads are metric that, as marketers, we have
to rely on, because leads mean money”
Objectives:
• Identifying potential customers /applications in specifies
industries or geographicallocations
• To createawareness aboutyour productamong the
relevant targetaudience
• Understanding their currentusage, preferences,
pain points, growth plans, etc
• To gather effectiveleads / enquiries
DIGIT 5 - LEAD GENERATION CASE STUDY
Market
Evaluation
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Lead
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Global
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Case Study
 Lead generation project started by listing potential
automotive OEMs, Tier 1 and Tier 2 companiesby location
and type of products
 Identified R&D contacts and new projectowners
 Connected to understand if their design function wasin-
house or external
 Visited companiesthat were outsourcing design and
gathered insights aboutscale, frequency, type of project,
costs, pain areas, willingness to consider new entrant
 Created awarenessand understood businesspotentialor
their new projectsin pipeline
 Client kick-started India business with just one BD executive
• A Spanish company providing design and prototypesto
the automotiveindustry set-up 100% owned subsidiary in
India
• Their core strength wasdesign and had a strong for
providing efficient solutionswithquick turnaround time
• Challengebeing business development resources
Challenge
Approach&
Outcome

5. 5
“Atithi Devo Bhavo”
Objectives:
• To help our clients understand India as a market and
beyond
• To make our client’s India business trip productive&
trouble free
• To establish right contacts and enable meeting them
• To ensurea safe, time tabled and costeffectivetrip
INDIA HAND-SHAKE
Market
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Global
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Case Study
 Organized allof the above and accompanied the delegates
 Client got first-hand experience of varioustechnologies in
India
 Client was impressed with some of the testing lab
infrastructure and started outsourcingfew teststo India
 Client had a productive, safe and cost effective visit due to
our planning
 After the first experience we have hosted three such teams
from other client departmentsto India
• A Belgian company, which is fully integrated into
polypropylenegranules, yarn, fabric and many finished
productswished to undertakea technology tour in India
• Their objectivewas to understand thecurrent technology
in India including customer practices, machinebuilders,
testing labs/ facilities, etc
• CTO and R&D teamwanted to make a trip to India and
needed local support in identifying companies, fixing
appointments, local logisticsand follow-up post their visit
Challenge
Approach&
Outcome

6. 6
GLOBAL SOURCING
“Procurement strategy aimed at exploiting
global efficienciesin production ”
Objectives:
• To develop effective sourcing strategies
• To identify various sourcing partners
• To evaluate differentsourcing opportunities
• To shortlistthe most efficient sourcing partners
Market
Evaluation
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Lead
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India Hand-
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Global
Sourcing
Case Study
 We identified the numero uno manufacturerin India after a
detailed evaluation processincluding technicalcriterion and
commercialfactors
 After the first batch of samples being tried and tested
positive our shortlisted manufacturer from India signed up
for annualsupply of XYZ containersto Africa
 We were also instrumentalin bringing on board both
partnersincluding final negotiations
• A Oil & Gas production unit in Africa constantly needs
specific gradeand derivativeof Sodium chemical
• In their quest to find a reliablesourcethey connected with
our associatein UK who operatesacross 24 countries
• Each of the country partnerslooked at local
manufacturersand short-listed thebest options
Challenge
Approach&
Outcome