1. CASE STUDY: BRAND MOMENTUM
Business Challenge
A diaper brand was enjoying inordinate success in India, growing at a scorching pace of
15% quarter-on-quarter. Yet the brand guardians were concerned about sustaining a
winning strategy for a market known to behave schizophrenically at times especially in an
oligopolistic environment. They needed to know: What are the drivers for the diaper
market in India? Should the brand focus on increasing penetration or consumption, or
both? And if so, in what magnitude should the emphasis be on what strategy? The VP was
also keen to understand the drivers of the Indian market for diapers and the reasons for its
rapid success.
Solution
Insights & More team evaluated the client’s question and met up with all the stakeholders
in the business – the marketing team, the market intelligence folks, the ad agency and
finally the country business unit. Based on these 360 degree one-on-ones, Insights & More
was able to re-evaluate the business problems and bucket them into smaller issues. The
following solution was delivered for the group.
INVESTIGATE a) Insights & More crafted an Insights Investigation plan which consulted all
existing knowledge sources to create a Primers & Drivers analysis of the market.
EMBED b) The Insights were embedded in the team via a multi-functional team
workshop. The Insights were instrumental in changing the way the team looked at the
business in India. It brought to light the schizophrenic character of the India market –
which has “this and that” and hence could not be looked at with a single lens. There was a
market for super premium offerings, opportunity with the huge and growing middle class
as well as with consumers in Tier 3 & rural areas.
COMMUNICATE A communications clinic to update the team on what-works and what-
doesn’t in the context of the consumers of various classes and profiles.
http://insightsandmore.com/