2. 2
• IIFT 2015-17 MBA(IB) candidate
• Strategy and Marketing majors
• Fresher
• Love reading books
• First stint in the Corporate World
• Learning What is Consumer Insights
• My first brush with Marketing Research
• Had the opportunity to do two projects = twice
the learning
4. 4
Understand.
The current dashboard has the following data sources:-
• Integrated
• Secondary
• Nielsen
• BVC
• Premium
The following sources were helpful in understanding the data:-
1. Insights Module
2. Data provided by Ipsos, where all the BVC and Premium Track data was given
in an excel sheet
3. The Summary Report circulated in the company every month
4. Secondary Data from Internet
5. 5
Visits.
For this project, critical factor was to understand the involved agencies and their workings. There
were basically two phases to my project:- Data Collection and GUI Creation.
Data
Collection
GUI CreationWHITE BOX
To understand the way data is being collected for the dashboard, I visited both agencies, IPSOS
and Nielsen.
After the metrics were decided and work on the preliminary GUI design was started, I visited
OSG to understand their capabilities and communicate our requirements.
Ipsos gives monthly report on our
BVC Track and Premium track
and also analyzes data.
Nielsen collects
tertiary data from a
number of sample
outlets.
Optimal Strategix Group, or OSG, is the
firm with whom we have partnered for the
creation of our GUI of dashboard. Once the
key metrics have been decided, OSG will be
designing the interface according to our
requirements.
6. 6
Brainstorm.
After agency visits and learning
dashboard designs, the next step was to
decide on the key metrics
Finally, we came
to the conclusion
to divide the
whole GUI into
two parts:-
1. Key Metrics
2. Deep Dive
Section
We brainstormed within our team to get an
idea of what the dashboard would comprise
of. It provided with a starting point for the
designing process.
7. 7
Key
Metrics.
After discussions, the following metrics were selected for incorporation in the
dashboard
BVC
Key Equity Measures
Brand Funnel
Quality of AE Graph
Quality of Consideration
Secondary
Market Share Trend
Segment Share Trend
Volume v/s Market Share
Percentage Change in Market Share
Volume Waterfall Chart
Nielsen
Retail Availability
Retail Throughput
Premium
Brand Funnel
Awareness-Trial-Consideration Charts
CBS
Brand Heat
Integrated
Market Share Comparison
Market Share By State
Key Equity Performance
Quality of AE
Quality of Consideration
Retail Availability
10. 10
Key
Takeaways.
The key takeaways from these project were:-
• Introduction to Marketing Research
• Learning about different kind of data collection techniques
• Interpretation and Way of Usage of Data so as to know how data
is interpreted and how it is applied //future.
• Dashboard Designing
12. 12
Approach
Shop Survey
Observations made across
the shop to know about
different communication
medium Consumer
Interviews
Interviews taken to
know what PoS
communication is
retained by them
14. 14
Drops, Koramangla: A Case Study
Beer
Freezers
Counter
Entrance
Kingfisher Bird on glass
walls of the shop
Heineken footsteps
leading to beer freezers
Smirnoff vertical displays
between shelves
15. 15
Drops, Koramangla: Case Inferences
Heineken did a brilliant communication by putting its stickers
from the entrance to its freezers.
The outlet, which has glass walls were covered with ‘Kingfisher
bird’ posters completely to give an effect of the whole shop
advertising it. Because of the huge exposure, consumers were
able to remember this communication.
The traditional posters on top of shelves escape the eyes of
consumers, while vertical displays are recalled. One reason
can be because of the eye-level position of vertical displays.
16. 16
Other
Observations
CRACKING THE ‘PLACEMENT’ CODE: Foster’s brand theatres hit or not?
Foster’s brand theatre right in the middle… …but filled with old Foster’s
• Very effective in terms of consumer’s recall
• The placement of the theatre in most of the shops were bang on, either
at center or near entrance
• But, most brand theatres had old Foster’s
• Reasons given:- to empty out the old ones, have not got the new stock,
unawareness
X
17. 17
GOING ALL OUT ON ADVERTISING OFFERS: Why KFS IPL offer is a hit?
More than 60% of the display dedicated to
the offer…
…message on offer not coming
across
X
18. 18
Consumer
Truth.
31 to 40 years old 41 above
• First timers
• Mostly college students
• Price Sensitive, will ask
for offers
• Not male dominant, many
women come under this
segment
LDA to 30 years old
• Same segment drinks in
BnR without being price
sensitive
• Testers
• Working people or just
started working
• Not price sensitive
• Male dominant
• Priority is to try different
things, regardless of offers
• Habitual drinkers
• Whisky/Scotch popular in
this group
• Price sensitive, will ask for
offer
• Male dominant
• Would not try different
things
19. 19
New Ideas.
IA ‘premium platform’ to wine displays
i.e. the whole section is on an elevated
platform
Bhagini Spirits(Kammanahalli)
Heineken stickers
from the entrance to its
freezers
Drops(Koramangla)
Delhi Metro uses
the same kind of
communication
for passengers to
deal with the
huge metro
network.
Glass walls covered with
‘Kingfisher bird’ posters
completely to give an
effect of the whole shop
advertising it
Drops(Koramangla)
20. 20
Key
Takeaways.
The key takeaways from these project were:-
• On ground work
• Learning how to see data from different perspective for taking out
concrete inferences
• Learned how shoppers interpret PoS communication
• How areas made a difference in terms of consumer group
21. 21
Challenges.
• First stint in Corporate World
• Language barrier (Project 2)
• PSSS footfall occurs mostly in late evenings (Project 2)
• Key Metrics Selection (Project 1)
