Byan research and consultancy credentials 2014

August, 2014
Byan for Research and Consultancy
Company Profile
Cairo, Egypt
C O N F I D E N T I A L | w w w . b y a n . c o
Byan [ba-yaan] to explain; emphasize; illustrate; express and clarify.

C O N F I D E N T I A L | w w w . b y a n . c o | 2BYAN
Overview
• BYAN is a young firm founded early 2013 by a distinguished group of
partners with diverse backgrounds in fields of research, strategy and
operations management consulting.
• BYAN specializes in offering wide range of research and advisory
services serving four main distinct sectors namely FMCG, ICT & Media,
Finance & banking and Healthcare; focusing on four core business
aspects which are Business Strategy, Commercial/Marketing
Management, Operations Management and Business Improvement.
• Our approach to research is about creating knowledge rather than
providing data. We offer full range of research solutions designed to
guide our clients through all development stages.
• We provide strategic and operational consultancy services to
businesses, organizations and portfolio holders to help improve their
performance or seek new business opportunities.
• Unique approach to consulting services based on a combination of
strategic advice and a hands-on pragmatic approach
BYAN offers full range advisory services designed to address all
your strategic and operational needs
Introduction to BYAN

Real-estate developers
1 Client references refer to personal client relationships of Byan’s team members, including those established with previous employers
Telecoms FMCG, Electronics & Retail Financial Institutions Automotive
NON EXHAUSTIVEOur Clients1
Pharmaceutical

FMCG
Byan Clients
Electronics & Retail
Professional Services
Others
NON EXHAUSTIVE

Clients Testimonials
• “Byan has reflected the highest commitment to the project regarding meeting the required and expected Quality , It
was our first co-operation and definitely not the last one, it is a beginning of a long term partnership” - Alaa Jamal –
Senior Research Executive - Kantar Health
• “We appreciate the work that was done and see our partnership with Byan in this project is successful and useful. I
appreciate sense of responsibility and belonging as we feel you are one of El Araby group trying to add value, do more
analysis, enhance the report and take several steps further. I really see that you have done very good job and achieved
successful results” - Omneya Youssef – Marketing Research Manager – El-Araby Group
• “Through my work with Byan– I found them highly responsive, accurate and provide insightful findings” – Shaimaa
Moharam – Brand Manager – SCIB Paints
• “ Byan managed to provide a high quality of deliverables and analysis and in timely manner we highly recommend
them as a market research agency” – Hisham Shehab El-Din – Foresight Consulting

Our offering covers wide range of services and industries
Byan Services Industry practices
Telecoms
FMCG
Retail
Banking
Real estate
Automotive
Health Care
Strategy Consulting
Commercial Consulting
Operations Consulting
Research
Training
OD Consulting
PMO

Help our clients
maximize their
enterprise value …
… by seeking new business opportunities … by exploiting new business lines and models
… by superior commercial management … by achieving operational excellence
M&A & Start ups
Strategy and Business
Development
Branding & Marketing
Sales & Distribution
Product Development
Business Model development
Business improvement
Transformation Program
Management
1
2
3
4
5
6
7
8
Our Consultancy Services
BYAN focuses on generating and maximizing value to our clients
through a pragmatic and result-oriented approach

BYAN team have a significant track record in establishing new
businesses as well as in exploiting new business opportunities
Help our
clients
maximize
their
enterprise
value …
… by seeking new business
opportunities
… by exploiting new
business lines and models
M&A & Start ups
Strategy & Business
Development
Product
Development
Business Model
development
• M&A strategies and opportunities
identification
• Financial and operational evaluations
• Bid applications for licenses
• Commercial and technical due
diligences
• Business planning
• Business valuations
• Full start ups management
M&A & Start ups Strategy & BD Product Development Business Model development
• Advisory to the Board
• Corporate strategies and strategic
plans
• Market entry, expansion and
partnership strategies
• New business models definition and
strategies
• Product lifecycle management
strategies
• Wholesale strategy
• Product strategy
• Detailed product marketing review
including target segmentation,
pricing, distribution and promotional
activities
• Evaluating corporate or unit
business model and profitability
• Alternative strategies to turn around
business.
1
2
3
4
1 32 4

We help our clients optimize and transform their organization to
become leaner and more profitable
Help our
clients
maximize
their
enterprise
value …
… by superior commercial
management
… by achieving operational
excellence
Sales &
Distribution
Branding &
Marketing
Program
Management
Business
improvement
• Branding & communication
• Analytical marketing and VBM
- Revenue stimulation
- Up and cross-selling
• Value proposition redesign
• Pricing strategies
• Customer experience design
• Loyalty programs
Marketing Sales & Distribution Business improvement Program Management
• Routes to market strategies
• Distribution models
• Channel management and
compensation
• Sales & Distribution revamp
• Channel strategy and set-up for new
services
• Performance improvement programs
• Business model transformation
• Revenue assurance
• Innovative sourcing
• Managed services
• Vendor management
• Program management / launch
offices
• Portfolio management
• Transformation program offices
• Organization structure and
governance model re-definition
5
6
7
8
5 76 8

A unique approach to advisory services
• We develop deep understanding of the industry, the only way to be true partners and
deliver value to our C-level clients
• Our focus is on realizing the results, not just leaving our clients with the good ideas,
hence we work on developing a lasting partnership with our clients
• Our team is mainly comes from multinational and consultancy backgrounds to provide
true value for money
• Unique combination of senior advice with hands-on experience that drive the
implementation to true results
Industry
understanding
Lasting
partnerships
Knowledgeable
teams
Strategists &
implementers
Research
excellence
How we deliver the difference
• We create knowledge rather than providing data, our approach is to provide the
analytical insights not just the numbers and trends to support decision making

Why Byan Research? 4 compelling reasons
Our Research Services
1 Quality research using state of art tools and techniquesQuality
2 Speed and scalability in research executionSpeed
3 Top-notch team balancing category understanding and deep research expertiseExperience
4 Best value for your research budgetValue

Quality research using state of art tools and techniques
We believe that quality of fieldwork is the foundation of a high quality
research, hence we focus on accuracy in implementing the research
methodology as planned with experienced interviewers, back-checkers
and operations across the different methodologies Paper and Pencil
Interviews Computer Aided Telephonic Interviews.
1
We employ strict quality checking approach:
1. For all types of studies: Prior to fieldwork we do extensive field
brief training, mock calls and pilot testing.
2. For Face to Face interviews:
• 50% back check for all the questionnaires (vs ESOMAR standards
of 30%), along with 10% accompanying interviewers.
• Regional back checkers ensuring daily checks for best quality.
• 100% scrutinized questionnaires
3. For Mystery Shopper:
• Supervisors accompany the interviewers at least 50% of their
visits
• Cards/ photos/ receipts are attached with Mystery shoppers
questionnaires
• Random visits are done by supervisors / back-checkers for a
sample of stores’ visits done by the Mystery Shoppers in the
same day to ensure high accuracy
4. For Computer Aided Telephonic Interviews:
• Phone calls are recorded for later quality checks.
• Supervisors listen to most of the interviews done by the
interviewers live to provide feedback.
We apply advanced analysis to provide insights not just numbers, for
example: Multivariate analysis allowing for in-depth understanding the
relations between the variables yielding the optimum results. Examples
include Principal component analysis, regression analysis,
correspondence analysis, among others.
We apply sensory analysis tools such as Penalty Analysis, TURF analysis,
among others.
A. Fieldwork quality C. Quality Checking Approach
B. State of art tools and techniques

Speed and scalability in
research execution
We have flexible and easily scalable workforce and facilities:
• For CATI: we have an access to extra call center facilities
that can go up to 15 extra seats based on urgency of ad-
hoc research needs.
• For Face-to-Face interviews and mystery shoppers: we
have up to 20 experienced field work interviewers and a
number of supervisors and quality checkers. Regional field
back-checking enabling any large scale regional on timely
manner.
2 Top-notch team balancing
robust category understanding
and deep research expertise
Extensive research experience covering primary and secondary
data allowing for efficient tackling of the business challenge.
Our team has extensive years of experience working with
different global research firms, handling ongoing complicated
trackers nationwide across different industries.
3
Best value for your research budget
Given local and international tough market conditions, research budgets are being challenged to offer the best value at lowest
costs. We understand this challenge, and we are structured to offer the best value. We have minimal overheads ensuring low
administration costs for any contracted research.
With out compromising on quality, we enable you to do more with your research budget.
4

Our Regional Footprint
• We have a full operating research office in Egypt and we
conduct research through contacted field offices in MENA
region.
• Given our experience and relationship with these field offices,
we can guarantee high quality of fieldwork, competitive time
and cost in these countries.
Our Research Service Portfolio
We provide quantitative and qualitative research services
covering most of the MENA region
• Qualitative Research:
– Focus Groups Discussions (Regular and Extended)
– In-Depth Interviews for consumer, traders and business
customers
– Home visits
• Quantitative Research
– Paper and Pencil Interviews
– Computer Aided Telephonic Interviews
Covered Segments
• Consumers
• Business to Business
• Traders

Sample studies under the mentioned category
Customer
Understanding
Marketing Studies
Political Researches
Distribution Studies
Market Research
We cover a wide range of research studies delivering insights
into every aspect of our client’s business
• Customer satisfaction studies
• Demand Estimation studies
• Category Usage and Attitude Studies
• Market information and trends
• Market sizing and entry strategy
• Market risk analysis and mitigation
• Brand equity and association studies
• Concept/Product testing
• Pricing Studies
• Trade mystery shopping
• Trade audits
• Geo mapping studies
• Public opinion polling
• Political parties brand tracking
• Customer segmentation and analytics
• Buyer motivation and expectations
• Loyalty studies
• Advertising Researches and trackers
• Positioning studies
• Product testing
1
2
3
4
5

Customer Understanding: Customer satisfaction studies
1
Satisfaction Studies types Importance Performance analysis
Satisfaction Studies
Consumers
Partners/
Traders
Employees
• It is easier to RETAIN than to gain a new customer
• It costs you five times more to gain a new customers
than retaining a customer
• Satisfied customers tend to be loyal who engage in
positive word of mouth reinforcing your brand and
strengthening it
WHY?
Importance/Performance Analysis
Importance Level
PerformanceLevel
Potential Opportunity
High performance attributes
that currently consumers
don’t realize their
importance. Must raise
consumer’s awareness.
Ideal Situation
You are performing well in
the significant attributes”
– Keep up the good work.
Secondary Focus
De-prioritize
Area of Action
You are not performing
well in the significant
attributes.

Market Research: Market Scanning
2
Example: Market scanning For Real Estate Prices Example: Market Scanning for Competition and client Brands
Source : Primary Data – Mystery Shopper and Scanning
Illustrative Example
Source : Primary Data – Mystery Shopper and
Scanning

Marketing Studies: Brand Equity
3
Brand’s Presence within the category
What does the Brand stand for? (Knowledge
and impressions associated with the brand)
Behaviour & Attitude towards the brand
(Consideration – Trial)
Being Connected to the Brand
Continue / Increase Using it Positive word of
mouth
50%
55%
40%
12%
16%
11%
26%
54%
34%
34%
34%
34%
0% 20% 40% 60% 80% 100%
Attribute 1
Attribute 2
Attribute 3
Attribute 4
Share of Endorsement
Brand 1 Brand 2 Brand 3
59
53
58
Brand 1
Brand 2
Brand 3
Ever Bought / Sell Currently Used
49
48
41
Most Often Used
35
33
32
Sample brand equity research approach Example: Competitive brand study

Marketing Studies: Category Usage and Attitude Studies
3
Example: Mapping market opportunities and need gaps approach Example: Usage and buying habits
“WHY” Needs
for consumption
and usage
“What is used”
Details about
usage
“When”
Occasions of
consumption/
usage
Who are the
category users
Decision Making
process
Brands
Dynamics
Purchase /
Subscription/
Activation
Behavior
Where it is used
46
60
35
45 45
38
34 47 24 35 35 25
7.32
7.9
6.3
5.0
6.0
8.0
0
3
6
9
12
15
0
20
40
60
80
100
All Region 1 Region 2 15-24 yrs 25-34 yrs 35+ yrs
Penetration (L12M)
Current Usage (L30D)
15%
10%
25%
50%
Weekly Buying
Biweekly buying
Monthly Stocking
Upon Need
Occasions of Buying

Marketing Studies: Concept and Product testing
3
Example: Testing Cycle approach Example: Concept testing approach
Idea Generation
Concept
Testing
Product
Testing
We study:
• Appeal Level
• Comprehension
• Relevance of Concept for the consumers’ needs
• Uniqueness versus the current offerings
• Key message / benefit communicated in the concept?
• Reasons to Believe for the claimed message and benefit
To be able to answer:
• Does your new product generate the required level of
appeal?
• Does the new product meet the consumers’ needs?
• Is it unique than the remaining offerings in the market?
• What are the sensory attributes which need to be modified
?
Concepts / Products Testing
Monadic Sequential
Monadic
Paired
Comparison
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0
Overall Rating
PurchasingIntention
Concept A
Concept B

Marketing Studies: TURF and Penalty analysis studies
3
Example: TURF analysis Example: Penalty analysis
Penalty Analysis Application Example
Just right Too Strong
6.0
If we are testing a sensory attribute – and we need to measure the
penalty of not scoring “Just Right” in this attribute for the overall
product evaluation.…
Too Weak
Penalty
Mean Scores 6.54.8
-0.5-1.7
Based on the above – we can recommend to strengthen the attribute
TURF Application Example
% of Respondents Willing to Buy Different Flavors
(Multiple Answers)
Flavor A 50%
Flavor B 40%
Flavor C 30%
Using TURF analysis – we can measure the maximum reach of
different flavors combinations post removing the possible
duplication of respondents between different flavors:-
• Flavors A & B: 60%
• Flavors A &C: 75%
• Flavors B &C: 65%
Looking at the table – obvious results is to recommend to launch
favors A & B.. But TURF reveals something different …
Hence through TURF we can recommend to launch
flavors A&C.

Marketing Studies: Pricing Research
3
Example: Pricing Studies approach
Pricing Techniques
Price Sensitivity Meter
0
10
20
30
40
50
60
70
80
90
100
<30 30 40 50 60 70 80 90 100 110 120 130 >130
Price (EGP.)
%Responses
Cheap Expensive Too Expensive Too Cheap
• Respondents answer four questions regarding the price
points where products are considered:
• Too cheap – Bargain – Expensive – Too expensive to
buy
• Identifying the price point which generates
optimum revenue.
• Calculates the extent of demand elasticity
with price change
Gabor Granger

Marketing Studies: Advertising Researches
3
Example: Advertising Research types Example: Ad enjoyment and recall
Advertisement Researches
Story Board Animatic Copy Finished Copy
DIAGNOSTICS
• Is the copy enjoyable
and engaging enough
to capture attention?
• Comprehension Level
• Persuasion Level
• Key message captured
REACH & RECALL
• Extent of reach of the
copy
• The recall of story
elements
• The recall of the brand ,
logo and slogan.
• Advertising message
recall
50% 20% 10% 10% 10%
0% 20% 40% 60% 80% 100%
Enjoyment Level
Extremely enjoyed warching it Somehow enjoyed watching it Neutral
Somehow didn’t enjoy it Didn’t enjoy it at all
T2B: 70%
Scene 1:
Introductory
Scene
25%
Scene 2:
(60%)
Branding
Elements Scene
(75%)
Scene 4:(30%)
Ending Scene
(10%)
Slogan
(5%)
The Song / The
Music
(80%)
Story Recall Across All respondents

Distribution Studies: Geographic Mapping Surveys
35%
37%
39% 38%
40%
42%
40%
45%
40%
46%
43%
33%
30%
50%
Wave 1 Wave 2 Wave 3 Wave 4
Regional Product
Recommendation
Total Cairo
Alex Delta
40%
50%
60%
70%70%
50%
40%
30%30%
35%
50%
55%
W1 W2 W3 W4
Recommendation by Brands
Cairo Region
Brand 1 Brand 2 Brand 3
Regional Dashboard – Drill down to Qism Level
90
%
50
%
60
%
70
%
10
%
50
%
60
%
70
%
40
%
50
%
60
%
70
%
Recommendation by Qism
Qism 1 Qism 2 Qism 3
4
Product
Recommendation
Before & After
implementing
dealers’ schemes.
Example: Automotive Industry – Lubricants market leader Example: Mystery Shopper – FMCG sector
Linking Geo-mapping by regions

Political Studies: Political party trackers
5
27%
20%
18%
15%
20%
21%
25%
20% 20%
14%
0%
5%
10%
15%
20%
25%
30%
FJP Masr El-
Kaweya
Dostour Wasat Misr
Wave 1 Wave 2
60%
70%
50%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
TV Radio Newspapers Internet websites
TV Radio Newspapers Internet websites
Preference for Political Parties
Sources of Information for the Political PartiesPolitical Party Preference

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