Case Study

2. Kadence International
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1. Below is a table which contains the sample size of a Quantitative study. Please fill
up the weighted sample size.
Population
Sample
size
Weighted
samp
le
size
Jakarta 8,000,000 300
Surabaya 2,500,000 200
Medan 2,000,000 150
Makassar 600,000 150
Bandung 2,000,000 100
Denpasar 500,000 100
1000
2. Below is a concept, please read it and answer the following questions. A concept
typically has 3 parts, the human insight, the product proposition and the reasons
to believe (RTB).
a. What according to you is the human insight statement : (10 words)
b. Identify the product proposition (30 words)
c. What are the RTBs (60 words)

3. Kadence International
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I like my house to be clean and sleek. Living room is an important face of the
house where friends and relatives often hang out at. That’s why I spend a good
amount of time making it look good. Brand XX is the one air conditioning brand
that understands how important it is to keep a beautiful living room. Check out
these features and you’ll realise that it will give your living room a face lift!
- The LCD screen on its surface has wall paper function that can be adjusted to
show family pictures or a painting like as part of living room decoration.
- The slim and sleek design is guaranteed to change all your perceptions about
AC. No more stiff, bulky white box in the corner of your living room. The black LCD
screen that changes to a clock when it is on idle make s its appearance even
classier.
When there are guests around, it is easy to impress them. Just call out “Brand XX”
and it will do what you want it to do – its voice command is really a ground
breaking innovation. When you want to switch it on before you enter the living
room, you can control it from “Brand XX” on your smart phone.
Yep, it definitely feels good to have such a good looking living room. Brand XX
understands that a pretty face always impresses.
3. Below are 2 charts, the first chart gives you the brand imagery scores and the 2nd
chart tells you about the normalized brand image score
Please answer the following questions
a. Can you make an educated guess as to the biggest brand in this category :
___________
b. If Kadence client is Brand A can you identify the statements which are its
Strengths and Weaknesses:____________________________________________________
c. Why should we normalize the scores? Answer in 40 words

4. Kadence International
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5. Kadence International
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4. Below is Van Westendorp's Price Sensitivity Meter, please answer the following
questions
a. What is the optimum price point:_______________
b. What is the ideal High :_______________
c. What is the ideal Low :_______________
d. What is the penetration price :_______________
5. Below is a brand funnel; in 40 words what can you tell us about the performance
of the brand. (P6M – Past 6 months)

6. Kadence International
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6. Below is the Hofstede Model; please prepare it for your favorite brand in the space
provided below.

7. Kadence International
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7. Shown below is the motivation model. Please map brands of motorcycles onto this
model. (Place brand names in the quadrants)
8. Below are scores that 3 packs got. We used an Explicit model where respondents
are asked to rate on scalesand the 2nd table shows scores on emotion got using a
System1 Implicit association test (IAT)
Please answer the following questions
a. Which pack would you suggest to go forward with? : _____________
b. Please tell us why you chose the pack: (Answer in 30 words)
c. Why do you think Kadence tested packs using both Explicit and Implicit
techniques? (Answer in 30 words)

8. Kadence International
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9. A client has commissioned Kadence to conduct a market sizing project on
Chocolates in India
Please advise on the following
a. Which are the areas/regions/cities you will cover
b. Preferred methodology (Qual or Quant or Both and why in 30 words)
c. If the budget is INR 1,400,000 what would your sample sizes be? (Cost of
Research per interview – Rs. 900. Cost for FGD Rs. 60,000)
Quant: Sample size:
Qual : Sample size:
d. Will you do any online research? And why or why not?
Pack A Pack B Pack C Pack A Pack B Pack C
Overal liking 5.75 5.89 5.91 Pride 42% 60% 69%
Purchase intention 4.02 4.15 4.12 Satisfaction 54% 65% 62%
Image scores Trust 67% 60% 59%
Safety 80% 84% 89% Interest 62% 69% 70%
Modern 75% 78% 77% Sadness 15% 19% 14%
Convenient 84% 85% 83% Affection 71% 73% 80%
Eye catching 79% 74% 72% Anger 10% 9% 12%
Contempt 15% 17% 14%
Embarrassment 19% 14% 15%
Worry 12% 10% 9%
Implicit scoresExplicit scores

9. Kadence International
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Brand A Brand B
Population 8,000,000 8,000,000
Target population 40% 30%
Incidence rate 36% 24%
Times bought in a month 2.9 3.5
Price per pack 30 40
Volume per pack 200ml 330ml
Distribution coverage 40% 40%
Repeat purchase rate 23% 15%
Value contribution
Volume contribution
e. Budget has been slashed by client to Rs. 900,000. How would you adjust your
sampling framework?
10.Think of your favorite AD in, please tell us what were the functional benefits the Ad
communicated, the emotional benefits the Ad communicated and what was their
rationale behind using either/and both types of benefits.
Answer in 100 words
11.Please look at the table below and calculate the volume and value share of the 2
brands.