Approach note for baseline brand study for ghcl

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Brand Perceptual Map Study
Prof. Ravi Sangal, Saurabh Sharma and V Shekhar Avasthy
June 29, 2018
Chemicals
Textiles
Consumer Products
Approach Note for

GHCL Brief

GHCL’s profile – as shared by GHCL
▪ Incorporated on 14th of October 1983, Well-diversified group with a market capitalisation of almost Rs 3000 Crores -
footprints in Chemicals, Textiles and Consumer Products segments.
• Chemicals - manufactures Soda Ash at manufacturing plant at Sutrapada in Gujarat (9.75 MTPA installed capacity, to add
another 1.25 L MTPA by 2019). Also produces 0.60 Lakh MTPA of Sodium Bicarbonate. Targeting to become largest Soda
Ash manufacturer in country in next 5 years.
• Textile - an integrated set up from spinning of yarn to weaving, dyeing, printing and processing till the finished products
like sheets & duvets, take shape which are primarily exported worldwide. Spinning unit at Madurai (TN) - spinning
capacity 1.76 Lacs Spindles & 3,320 rotors and Airjet spinning facility manufacturing yarn ranging from 16s to 32s in open
end, 30s to 120s in ring spun compact counts in 100% cotton and 24s to 70s counts in blended yarns. State-of-the-art
home textiles facility at Vapi with a weaving and processing capacity of 45 Mn meter fabric up to made ups. GHCL’s Home
Textiles products are predominantly exported worldwide to countries like United Kingdom, United States of America,
Australia, Canada, Germany and other European Union countries as well.
• Consumer Products operation - GHCL is a leader in manufacturing and selling Edible salt, Industrial grade salt, spices and
blended spices, and Honey in the country under the brand name of I-Flo.
▪ Sustainability is core element of its business strategy - ‘GHCL Way’ has four pillars i.e. Responsible Stewardship, Social
Inclusiveness, Promoting Relationship and Adding Value. CSR activities are carried on at various plant locations in areas of
Education & Skill development, Healthcare, Agro & Animal husbandry, Women empowerment, and Water & Sanitation.
GHCL has been recognised with various awards and accolades which bear testimony to its commitment towards
operational excellence, innovation, corporate governance, social responsibility and Quality. GHCL has been adjudged as a
Great Place to work for two consecutive years and has also been certified as a "Preferred Work Place for Women” by
FICCI FLO.

GHCL’s Brief
▪ Project Objective: To understand the perception of GHCL as a brand to help shape strategy
▪ Key Questions to be answered:
a) How well the stakeholders know GHCL
b) Brand GHCL’s attributes
c) Why does the particular stakeholder need GHCL
d) One thing that they remember GHCL for
e) What is GHCL’s USP
f) GHCL’s strengths & weaknesses
g) Areas for improvement
h) Leadership’s image
i) GHCL’s positioning in comparison to its competitors & what would be the customer preference
j) Information about Website and other touch points
k) What are their expectations from GHCL and does the brand live up to these expectations
l) What can we do better
▪ Target Respondent Group: Employees, vendors, customers, Investors & society; Geographical Scope: India
Reproduced verbatim

Proposed Project Objective
▪ To understand the perception of GHCL as a brand to help shape strategy
• To identify attributes of importance for Brand in the three segments, namely,
Chemicals, Textiles, and Consumer Products
• To assess how GHCL is faring on these attributes and how are the 2 closes competitors
(to be identified by GHCL) are perceived on those attributes
• To therefore identify the areas of strength and gaps, if any, to be plugged, by GHCL

Facts n Data® Framework for Perceptual Mapping Exercise

GHCL Eco System
Chemicals
Textiles
Consumer Products
Employees
Investors
Suppliers
Direct to Customer
B2B Channel Partners
B2C Channel Partners
B2B Customers
• Top Management
• Procurement / QC
• Production
B2C Customers
Proposed methodology aims at creating perceptual
map by all the three product segments and all
stakeholders, namely investors, employees, suppliers,
Channel Partners (B2B/ B2C – own plus Competition),
and end users. It may be noted that multiple
respondents from different functional areas are needed
from all B2B customers.

Proposed Methodology

Sample Frame, Sample Size and Sampling Methodology
Vendors/
Suppliers
Employees Channel Partners
(B2B/ B2C)
Customer Segments
(B2B/ B2C)
Investors Society (GHCL
CSR Initiative
Population)
Sample
Frame
List to be provided by
GHCL (including details
such as Product
Category/ Importance
of Supplier for
Production/ Longevity
with GHCL/ Supplied
Merchandise Value/
Exclusive supplier or
otherwise, etc)
GHCL (including
details such as
Employee
Designation/ Level/
Years with GHCL/
Functional Area/
Location/ Gender)
GHCL (including details
such as B2B or B2C/
Business Size/ Product
Category/ Longevity
with GHCL/ Exclusive
partner or otherwise,
etc)
B2B Customers: List to be
provided by GHCL
including details such as
Names/ Designations/
Functional area of various
execs. For every B2B
customer, details of execs
at 3 levels (Top
Management/ Procurement/
User) shall be needed.
B2C and Public: To be
identified by Facts n Data
field staff in identified
geographical areas.
GHCL
Sample to be picked
around Sutrapada and
Viraval (Gujarat)
SIZE Qualitative: 8-10
Quantitative: 60 (20 in
each Product Category)
Qualitative: 15-20
Quantitative: ~300
Qualitative: 5-6
Quantitative: ~25-30
(20-25 own partners + at
least 5-10 channel
partners who are either
exclusive or dominant
partners of
competition.)
Qualitative: 15-20
B2C: ~300 total
B2B: 90-100 (30 per
Category Chemicals/
Textiles / Consumer
Products – should include
customers who ARE NOT
GHCL customers)
Qualitative: 15-20
Qualitative: ~10
Quantitative: ~60
(30 at each location)
Methodology Convenience Sampling Qualitative:
Convenience
Sampling;
Quantitative: Random
Sampling
Qualitative:
Convenience Sampling;
Quantitative: Random
Sampling
Qualitative: Random
Sample
Quantitative: Systematic
Random Sampling
Random Sampling Random Sampling

Research Design
Phase 1: Qualitative
Objective: To draw a list of attributes important
for Brand in than Product Category
Technique: Expert Depth Interview by Senior
Researcher
Research Instrument: Open Ended Discussion
Guide
Time: 6 weeks
Output: Inputs to prepare questionnaire for
Phase 2
Phase 2: Quantitative
Objective: To quantify importance of various
attributes and to assess positioning of GHCL vs
Competition on the same*
Technique: Quantitative Research using Survey
Instrument (Questionnaire)
Research Instrument: Fully structured multi-
lingual survey instrument with some partially
or fully open ended questions to be
administered by e-Mail to most and Face to
Face / Telephonic to some respondents
Time: 4 weeks
Output: Brand Perceptual Map
*It is likely that attributes of importance could differ for various Product Categories/ various Respondent Segment. Thus, survey
instrument too may differ for various respondent segments and/ or product category

Phase 1: Qualitative Research
▪Lead Analyst (Experienced Market Researcher with 20 years plus experience) will
himself / herself conduct these interviews, mostly Face to Face, but 20-30% could be
telephonic/ through VC depending on respondent’s convenience
▪These shall be open ended discussions in the disguise of “understanding the market”
and without explicitly revealing the Client Name (except for GHCL channel partners/
employees) and without explicitly referring to the discussion guide
▪Subject to explicit written permission from GHCL and the respondent, attempt shall be
made to do audio recordings of such interactions, though such recordings won’t be
shared along with respondent’s name and shall be deleted on completion of the project

Phase 2: Quantitative Research
▪The survey instrument (questionnaire) shall be designed by Facts n data® and hosted on
Research.net with GHCL branding (for own suppliers, employees, own channel partners
and own customers) and WITHOUT GHCL branding for others, online
▪For those segments to whom GHCL branding shall be used, e-Mail invite shall have to
be sent by GHCL execs dealing with such partners – e.g., e-Mail to employees to be sent
by Division Head’s mail box, to suppliers shall be sent by, say, Procurement or User’s
mail box and so on. For others, it shall be sent by Facts n Data® or collected by Facts n
Data® field force
•There could be some respondents who may not be comfortable in responding in
online mode. Facts n Data® trained execs shall collect their responses in telephonic
mode and record their responses using CATI.

Sample Chart – Perceptual Map
0
1
2
3
4
5
6
7
8
9
10
Attribute 1
Attribute 2
Attribute 3
Attribute 4Attribute 5
Attribute 6
Attribute 7
Brand Perception Chart (DUMMY DATA)
Expectation GHCL Competitor 1
Expectation of Respondent on this attribute
Perception of GHCL on this attribute
Perception of Competition on this attribute
Wasted effort by GHCL as Gap is High
Area to work on by GHCL
Attributes shall be identified by Qualitative
Research and Quantified by Quantitative
Research; Attributes shall be arranged in
decreasing order of importance

Caveats
▪ Brand attributes in respective product categories, the importance of such brand attributes cannot be predicted
beforehand and shall be a result of findings of Phase 1. Facts n Data® does not support creating a list of such
attributes by guess work, common sense or desk research.
▪ Subject to policy of GHCL, Facts n Data®, on receiving explicit written permission, may perform Audio Recordings of
EDI’s with various respondents.
▪ Possibility of increasing sample size in some product categories can’t be ruled out.
▪ List of vendors, employees, channel partners and B2B customers shall be shared by GHCL in strict confidence.
▪ GHCL shall be required to send introductory e-mails to target respondents so that Facts n Data® execs can then
contact them for seeking appointments for Phase 1. Part of Phase 1 could be administered telephonically.
▪ As chunk of Phase 2 shall be administered electronically (meaning that the link to questionnaire shall be sent on e-
mail to the respondents) GHCL shall have to send the e-mail for the same while data collected shall be stored at
Research on Net servers. Raw data containing respondent details shall not be shared with GHCL.
▪ The proposed timelines assume that there shall be no delay on part of GHCL in sharing contact details of target
respondents. Any such delays, or any circumstances not in control of Facts n Data® may delay the project.
▪ Project shall commence one week after issue of Purchase Order AND release of advance.

Data Protection and Sharing Policy
▪ Facts ‘n’ Data™ subscribes to the code of ethics of Market Research Society of India which implies that we maintain very strict data confidentiality, do
not reveal the client’s name to any third party (except Government/ Tax and Law and Order agencies, if needed), and do not undertake similar project
for client’s competition. Complete code can be found here (https://www.mrsi.in/code_of_conduct.php)
Additionally, this means that:
1. The data shared by the client can only be used for specific client project only;
2. All the data on our machines, if any, is SHREDDED (permanently deleted) on project completion and is not stored at any place in our systems in any
format - hard copy or soft form or otherwise;
3. Data is stored on an isolated desktop or server dedicated to the team working on it and no one else ever accesses the same. This is implemented
very strictly. These machines are accessible after dual factor authorisation. We never store data on cloud or on any machine accessible to those not
part of the team working on the project or any machine connected to the Internet or having active USB ports/ IR or Bluetooth/ Optical disk
functionality/ additional active ports or on laptops and users working on such machines do not have any admin rights to alter the same. The HDD is
also password protected and is encrypted. After every project the data is shredded and HDD us unconditionally formatted. We do not transfer data
or store it on cloud or thru emails. Even authorised personnel work on it on the dedicated desktop/ server only and never carry it on any laptops;
4. Either the machines are based out of client premises after getting sanitized by the client OR the client provides us the hardware and allows us to
install our proprietary software. Data can be shared on these machines by client directly OR it can share it over secure FTP or on secured external
drive but once it is transferred to the machine, it is never saved or transferred thru the Internet;
5. Staff is not allowed to use their machines for any work or carry these desktops/ HDD’s anywhere;
6. Customer’s personal information such as eMail Id’s, Name, Address, Cell Phone is never accepted by Facts ‘n’ Data™ and in case there is an
Analytical reason to get that, it is accepted only in masked form and the masking key is never shared with Facts ‘n’ Data™ team ever. In case it is
needed to access unmasked data, the exercise is undertaken from Client’s premises under Client’s supervision and to the Satisfaction of their
Security team.
7. If any relaxation is needed for execution of project, it can only be had after written permission of the client after explaining business reasons and
only to the extent permitted by the client subject to client’s IT policy.
Facts n Data® shall NOT share feedback at individual level – Data shall only be shared at an overall level while hiding respondent’s identity.
Before the start of the project, we request the IT security policy of the client organization and accept the project only if it is possible to meet all client
requirements.

Queries?
+91-9811090404
Saurabh.sharma@goldmineltd.com
+91-9810228402
shekhar@factsNdata.com

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