Market Pulse Profile 2009


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Market Pulse Profile 2009

  1. 1. MARKET PULSE Retail Research Market Analytics Consumer Insight
  2. 2. An Introduction… <ul><li>Fast growing marketing research and analytics company </li></ul><ul><li>Privately held, headquartered in Delhi, India with a pan-India coverage and international survey capabilities </li></ul><ul><li>Recognized for pioneering work in market assessment of new technologies, products, & services and distribution research. </li></ul><ul><li>A strong management team with hands-on experience in market research </li></ul><ul><li>Portfolio of proprietary research frameworks to enable fast time to market, cost savings and reliable market information </li></ul><ul><li>High level of customer retention > 90% </li></ul>
  3. 3. Market Pulse Delivers Strategic Value <ul><li>Our 5 year forecast for mid-sized cars in India was within 10% of reality </li></ul><ul><li>Our unique research report on hospitality based on a sample survey was found to be close to the national economic census </li></ul><ul><li>Our distribution performance tracking is used by 4 of the 6 leading mobile service companies & 5 majors in building electrical products in India. </li></ul><ul><li>Our research reports are being used by MNCs for making an India strategy – LG Chemicals Seoul, Daiken JAPAN, Katun Singapore, Affinity Spain… </li></ul>
  4. 4. Market Pulse is Recognized as a Quality Partner Nestle India Ltd. – Market Pulse has been associated with database management for some of our brands and has conducted consumer research for Nestle India Ltd. Through this period, Market Pulse has provided good fieldwork and analysis. (Market Research Manager) Honda Siel Cars – Market Pulse has been providing Marketing Research & Consultancy, and Econometric forecasting & assessment services to us on a regular basis. We value their services due to their ability to assimilate the brief, the incisiveness of the methodologies proposed, their quantitative skills and their habit of adhering to tight deadlines. (Marketing Manager) INAPEX – Research reports from Market Pulse are accurate, comprehensive and useful for strategic decision making. The research team has exhibited a high level of service too. (Executive Director)
  5. 5. Our Clients Include Leading Brands
  6. 6. Other Clients Include Telecom Leaders Datacom
  7. 7. We Offer a Full Service Spectrum Market Assessments New Product Research Price Sensitivity Modelling Brand Research Retail Audits Customer Satisfaction Measurement
  8. 8. Extensive Experience in Retail Audits <ul><li>Market Pulse has over 7 years of experience in telecom retail audit research in India. </li></ul><ul><li>We have broken new ground often with new offerings. </li></ul><ul><li>Our research studies cover over 10000 telecom outlets across 220 towns, every month. </li></ul><ul><li>We offer both syndicated research reports as well as customized solutions to our clients. </li></ul>Market Pulse Audits - Prepaid mobile telephony - Vehicle lubricants - Mattresses - Lighting products - Wiring accessories - Cement
  9. 9. We Have a Suite of Incisive Research Tools shareTRACK Robust framework for tracking retail performance serveTRACK Customized brand tracking for services mpEVOLUTION Demand forecasting for data sparse environments mPOTENTIOMETER Robust research tool for new product development CSmeter Comprehensive satisfaction measurement framework PROMOmeter Unique tool for measuring impact of promotions
  10. 10. Market Pulse Retail Audit is an Integral Part of the Sales Planning Process Leading mobile service players have commissioned our firm to conduct a monthly retail survey to track retail performance in the pre-paid mobile SIMs market. Research Design: Stock audit & survey among a panel of 10,000 retailers in 220 towns. <ul><li>Market Pulse research reports provide strategic value… </li></ul><ul><li>Track marketing/ sales effectiveness </li></ul><ul><li>Monitor distributor performance and service levels, in an unbiased manner </li></ul><ul><li>Track trade practices through a trade intelligence mechanism </li></ul><ul><li>Track in-shop merchandising activity. </li></ul><ul><li>Monitor relative popularity of different handsets and bundled offers </li></ul>
  11. 11. Market Pulse Brand Research Provides Important Inputs for Marketing Strategy A Leading Internet Service Provider has commissioned Market Pulse to carry out a quarterly research to track the performance of their Broadband Internet Service brand. Research Design: Primary survey among a sample of 1200 households and businesses (both users and intenders) across India. <ul><li>Market Pulse research provides cues for increasing brand competitiveness… </li></ul><ul><li>Tracks brand salience and predisposition among intenders </li></ul><ul><li>Measures strength of word-of-mouth (an important influencer of brand choice) </li></ul><ul><li>Tracks brand loyalty </li></ul><ul><li>Gauges impact of advertising and below the line promotions </li></ul><ul><li>Tracks consumer behaviour </li></ul>
  12. 12. Market Pulse Consumer Insight Helps Evolve Business Strategy Market Pulse has launched the single largest consumer research report in the mobile domain - mpMOBILE , to track emerging subscriber profile, their preferences and churn patterns. Research Design: A sample of more than 9500 new mobile subscribers are being interviewed every quarter, across 60 cities in 19 telecom circles in India. <ul><li>Market Pulse research report has become the most authentic input for any marketing strategy for prepaid mobile connections… </li></ul><ul><li>Segments the universe of new subscribers </li></ul><ul><li>Pinpoints the preferred mix of features and price </li></ul><ul><li>Identifies emerging VAS usage </li></ul><ul><li>Discovers churn patterns & switching triggers </li></ul>Alpine Electronics Asia commissioned Market Pulse to track emerging consumer preference with respect to car audio systems. Research Design: A stratified sample of more than 500 car owners was taken up for this study, across major metropolitan cities. <ul><li>Market Pulse research report provided new direction to business strategy, by spotting the following trends… </li></ul><ul><li>Emerging preference for MP3 players among younger consumers </li></ul><ul><li>Growing importance attached to a remote controlled car audio system </li></ul>
  13. 13. Market Pulse Forecasts serve as Important Inputs for Business Planning Hyundai Motor successfully scaled up production to meet the growing demand. Hyundai Motor India Ltd. wanted a demand forecast for all passenger car segments over a time frame of 5 -10 years, to establish the basis for capacity expansion involving an outlay of approximately US $ 250 million. Research Design: Consumer research in 12 cities among a sample of 2400 car owners and 300 two-wheeler owners. Twelve focus group discussions and 50 in-depth interviews were initially used for gaining consumer insight. Hella AG., wanted to estimate the demand potential and map competitive scenario in the market for lamps and electrical equipment used in different vehicle segments. Research Design used by Market Pulse : Structured interviews with 200 players in distribution and manufacturing as well as 1500 consumers coupled with analysis of data from secondary sources. Client decided to focus on the mid-priced car segment and 2-wheeler spares market.
  14. 14. Market Pulse Customer Satisfaction Measurement Helps Strengthen Service Strategy Telecom Regulatory Authority of India has commissioned Market Pulse to benchmark the service of mobile, broadband & fixed line service providers, in the Western Region. Research Design: Structured face-to-face, telephonic and Web-based interviews with a sample of more than 50,000 customers in 4 circles of Western India. The sample has been stratified to include different socio-economic segments. <ul><li>Market Pulse research is providing improvement cues for quality of service … </li></ul><ul><li>Cellular mobile network reliability & Internet access speed </li></ul><ul><li>Service billing </li></ul><ul><li>Fault repair </li></ul><ul><li>Customer care management </li></ul><ul><li>Grievance redressal mechanism </li></ul>Honda Siel Cars conducted a sales service customer satisfaction in 16 research centres across India for 2 years. Research Design: Telephonic research in 16 cities among a sample of 650 recent car owners on a quarterly basis. Result: Honda was able to strengthen their dealer network and sales service being provided to its customers.
  15. 15. Market Pulse Operations & Infrastructure <ul><li>National presence in India through field offices in 16 Indian cities. </li></ul><ul><li>Research & analysis team of 15 professionals, with an average market research experience of 5 years </li></ul><ul><li>A trained tele-survey team of 20 executives </li></ul><ul><li>An experienced operations team with an average of 7 years of experience </li></ul><ul><li>Regular internal audits of operations team </li></ul><ul><li>Zero tolerance quality management system for data collection, processing and analysis </li></ul><ul><li>In-house Internet survey capabilities </li></ul><ul><li>Centralized data processing and analysis facility in New Delhi with usage of industry standard software tools </li></ul><ul><li>Strong IT infrastructure including servers, multiple data storage & retrieval systems ensure efficient information management. </li></ul><ul><li>Rigorous internal systems ensure data security. </li></ul><ul><li>Well defined systems for quick turn-around and adherence to deadlines. </li></ul>
  16. 16. Our Quality Processes are Rigorous <ul><li>Scientific sampling methods are employed and followed diligently. </li></ul><ul><li>Translations are checked thoroughly. </li></ul><ul><li>Each questionnaire is passed through a pilot test. </li></ul><ul><li>Each interviewers goes through a drill of mock & accompanied calls </li></ul><ul><li>100% Scrutiny and 35% back-check with supporting evidence </li></ul><ul><li>Data entry is checked and outliers identified </li></ul><ul><li>Consistency & logical checks are conducted </li></ul><ul><li>Market Pulse follows a zero-tolerance quality process </li></ul><ul><li>Questionnaire is finally approved by </li></ul><ul><li>the client service director/ CEO </li></ul><ul><li>Random internal audit is conducted every month by management </li></ul><ul><li>Data analysis results are reviewed by client service director/ CEO </li></ul><ul><li>Final report is reviewed by CEO </li></ul>
  17. 17. Management Team Ejaz Hoda, Founder & CEO: A Graduate of IIT, Delhi and a post-graduate from IIM, Bangalore, has over 18 years of experience in the area of marketing research. Specializes in retail audit and research, consumer research and market entry strategy. Has pioneered new research tools such as mpEVOLUTION, mPOTENTIOMETER and promoMETER , has co-authored i Consumer , a comprehensive research publication on Indian consumer markets and has worked on assignments for TATA TeleServices, Spice Telecom, Frito Lay, Hyundai Motor, Nokia and Nestle India. Pankaj Agarwal , Director : A Graduate of IIT, Roorkee and a post-graduate from IIM, Bangalore, has joined our Board of Directors as a strategic investor. Has over 17 years of rich experience in the area of sales and marketing in information technology (in India, North America and Europe) and currently also serves as CEO of Sopra India. Pankaj, currently based in Vancouver, Canada, has been a recipient of a “40 under 40” award by Business in Vancouver, a leading Canadian business publication.
  18. 18. Management Team Anil Chauhan , VP (Client Engagement) : A Graduate of NIT, Kurukshetra and a post-graduate from IIM, Calcutta, has over 14 years of rich experience in the area of sales and marketing in diverse companies including Tata Steel. Anil specializes in client engagement and strategic thinking. He enriches customer relationships with his clear communication and professional delivery. He is a past winner of national level quiz contests like Brand Equity and Tata Crucible. Makarand Chaurey, Principal : A Graduate of IIT, Kanpur and a post-graduate from IIM, Ahmedabad, has over 19 years of experience in the area of marketing strategy, marketing research, finance and venture funding. Specializes in marketing strategy and business to business research. Has co-authored i Consumer and has worked on assignments for Asia-Pacific Communication Associates (APCA), Everest Industries Ltd., Honda Siel Cars Ltd., Baring Private Equity and Baxter (India).
  19. 19. Every successful business has leveraged incisive market insights & out-of-the-box thinking. Market Pulse has built enduring partnerships with such businesses. Give us a call to join this exclusive club… This is a confidential document and is intended for the recipient only. All research frameworks are proprietary tools developed by Market Pulse (A division of Metrix Research & Analytics Pvt. Ltd.) All correspondence must be marked to: Ejaz Hoda, Chief Executive Officer MARKET PULSE 701 A & B, Devika Tower, Nehru Place New Delhi 110 019 Ph: 011-2648 3521 - 23 Fax: 011- 2648 3520 E-mail: ejazhoda@