Kaizen corporate presentation

Contents

Who we are
What we do
How we can help you
Why work with us
Get in touch
Selected Case Studies
Our World in Pictures

Our Philosophy

“It is not enough to do your best; you must know what to do, and then do your best”
~ W. Edwards Deming, pioneer of ‘Kaizen’ ~

At Kaizen Research and Marketing we
apply the principles of ‘Kaizen’ to not only
continuously improve ourselves but also in Plan Do
helping our clients exceed customer
expectations by delivering the best.
PDCA*
We believe that in order to deliver the very
best it is essential to keep questioning , to
keep reinventing and to keep learning. At Act Check
Kaizen we do just that. There is always a
better way to do every task and it is our
constant endeavor to find it for every
project and every client.
* PDCA is an iterative four-step management method used in business for the control and continuous improvement of processes and products. It was made popular by Dr.
W. Edwards Deming. 4

Our Team
Kamlesh Shukla, Founder and Managing Director
Kamlesh is one of the stalwarts of the Market Research and Promotion industry. In a career spanning 30 years, Kamlesh has
worked with some of the most prominent companies in the sector. Starting at IMRB, he steadily moved up the ranks
working with leading Market Research agencies – MODE, MARG and ACNielsen. His work involved managing multiple
large pan-India projects and the teams executing them. His last Market Research assignment was as the National Head of
ACNielsen’s field group, following which Kamlesh moved on to Market Men. He spent the next five years building and
growing the company’s activation and promotion business. Kamlesh lives in Mumbai with his wife and three daughters.

Sunita C Bhagatjee, Executive Director
Sunita brings over 18 years of experience in sales and marketing with her. At Kaizen she is responsible for managing and
developing the activation and promotions business. Before coming to Kaizen, she has held senior management positions at
leading companies such as BPL where she was responsible for new channel development and marketing, Essel Group where
she managed the first ever press and television campaign for Dish TV and Gitanjali Gems, where she was responsible for
managing promotions, marketing communication and major alliances. Sunita completed her B.Sc. from Mumbai University
and MBA (Marketing) from SIMSREE. She lives in Mumbai with her family.

Shayam Karmakar, Executive Director
Shyam is responsible for providing thought leadership to Kaizen’s Market Research business. He has over 30 years of
experience in the industry where he has worked across a wide variety of assignments. More significantly, he has contributed
to the FMCG sector, Environment, Rural Health and Social Development Programs, Pharmaceutical, Industrial and
Economic Research. Over this period, Shyam has held senior positions with MarketRx, ACNielsen, Fortis, a leading PSU and
as a consultant to IGIDR (Indira Gandhi Institute of Development Research) and a Media Research company. He completed
his Masters from Indian Statistical Institute, specializing in Market Research and Sampling. He lives in Kolkata with his
family.

5

Our Solution

A learning based approach ensures more effective customer engagement, meeting business objectives

Define Engage
Listen and Learn Create Solutions
Objectives Consumers
Single point ownership of both phases ensures no knowledge loss

• Test/Launch a new • Understand • Create • Leverage research
concept/product. consumer needs, differentiated learning during
• Improve brand expectations and products and follow-up
perception and aspirations. solutions based on marketing and
awareness. • Get real-time need-gap. promotion.
• Create feedback on your • Improve existing • Fine tune execution
differentiation. concepts/products. products based on in real-time using
• Generate trial and • Determine most consumer feedback. Kaizen’s integrated
drive sales. attractive consumer • Create innovative research-marketing
• Drive customer segments and marketing strategies approach.
loyalty. marketing channels. to drive trial and • Benefit from highly
conversion. effective execution.

Client Kaizen 7

Some of our Clients

8

Our Services

Market Research* Brand Building Direct Marketing

• Qualitative • Promotions • Sampling
Ethnography Door-to-door and in- Door-to-door programs
Focus Groups store demo’s Kiosks and Road Shows
In-depth Interviews Kiosks and Road Shows Haats and Bazaars
Observation Studies In-home/kitty parties In-Store, Mall/Multiplex
Diary/Journal Studies • Merchandising and Shopping Arcade
• Quantitative In-Store, Mall/Multiplex Exhibitions
Concept Tests, Pre-Post and Shopping Arcade • Sales
Studies Pubs and Bars Door-to-door sales
Awareness and Cigarette shops/street Mobile marketing and
Perception Studies kiosks and hawkers WoM programs
Usage & Attitude Studies Outdoor Branding Tele-calling based sales
Satisfaction Studies • Digital Marketing campaigns
Mystery Audit and Build and manage online School and RWA events
Opinion Polls presence/campaigns In-store/Modern Trade

* Our sister company ‘Fieldnet’ offers a variety of Market Research support services and back-end services. Please ask for the corporate presentation to know more about
Fieldnet’s service portfolio. 10

Our Differentiators

1. Unique combination of Market Research, Promotion and Activation experience:
Kaizen learns along with you during the research phase and then is able to
leverage that learning when executing subsequent marketing activities.

2. Execution model based on real-time effectiveness tracking and ongoing learning:
Kaizen builds research elements into the entire execution process, measuring
effectiveness at each stage. This regular tracking helps in keeping the execution
programs relevant and in delivering maximum RoI.

3. Focused yet flexible: Kaizen focuses specifically on your needs that are directed
towards improving consumer engagement. We ensure that we understand
consumer needs in the research phase, so that subsequent execution can be
planned accordingly. We are also mindful of the fact that despite the best
planning, all successful promotion and marketing campaigns depend on the ability
to improvise on the fly when required.

12

Uncompromising Focus on Quality

1. Stringent team recruitment process: Strong emphasis is placed on selection of manpower
for all our projects. All prospective candidates go through multiple interview rounds and
skill assessments that test their attitude, commitment and abilities.
2. Robust training: Depending on the scope and size of a project the execution team is either
trained by the key management staff or a ‘train-the-trainer’ approach is employed where
the supervisory staff is trained and they in-turn coach their respective teams.
3. Real-time monitoring: We recommend a 1 to 6 supervisor to staff ratio for all our projects.
This enables the supervisors to accompany team members, conduct spot checks and back-
checks on a daily basis.
4. Independent auditors: An independent team of auditors provides a second layer of quality
control. 10% of all field contacts are verified physically or via phone.
5. Performance based remuneration: Our staff incentives are typically 20% of basic salary and
are not only designed to reward target achievement but also quality work. We also use
incentives as a tool to control misrepresentation and fraudulent reporting.
6. Customized execution: We plan every project keeping in mind even the smallest details.
Parameters such as timing of execution, demographic of the field staff, geographic location,
target respondent/consumer profile, nature of the client’s business etc. are all carefully
assessed during the project set-up phase.
13

Our Offices

Kaizen Research-Marketing
L- 355, Ground Floor
The Dreams Mall
Near Bhandup Station
Delhi
Station Road
Kanpur Lucknow Bhandup (West)
Mumbai-400078
Ahmedabad Indore Kolkata
Nagpur 022-2512 4615
Mumbai
info@kaizen-research-marketing.com
Pune
Under construction
Hyderabad

Bangalore Chennai

Cochin
Call Kamlesh @ +91-98927-87127

Head Office Zonal Head Offices Field Offices 15

FMCG / Marketing Model Testing (1/3)

Background and Objectives
• The client had come up with a new marketing concept with the
goal to improve the quality of life of the hand-wash/semi-auto
washing machine users by providing them an affordable washing
system viz. a fully automatic washing machine with a high
performance detergent. The ultimate goal was to improve market
share and penetration of their detergent brand on the back of this
marketing tactic. The key objective of the project was to validate
In-store pitching and
some key elements of the marketing concept. These included: sales
• Effectiveness of the door-to-door marketing model for driving
trial/purchase.
• Potential for scalability of the concept to a national, pan-India
activity.
• Successful integration of existing promotional activities with the
new concept.
• Role of microfinance in driving trial and purchase.
• Impact of ‘relationship marketing’ among purchasers to drive
long-term loyalty.
Live in-store demo

17


Execution
• Based on the client’s strategic needs and specific product and
concept features, SEC B/C were targeted for promotion and
research in Northern India over a 3 month period.
• In the first month, door-to-door teams delivered over 4,000
pitches aided by printed material and pictorial demo’s. Along with
the door-to-door campaign, promoters were also stationed at
appliance stores where they delivered pitches to walk-in consumers
with the aid of a live demo. They were also tasked with engaging
the consumers who came as a result of the door-to-door activity
and with closing the final sale.
• In the second month, along with the appliance store activity, a
promotional activity resembling the client’s typical ‘kirana store’
promotions was organized and was linked back to the new
marketing concept. The promotion was aimed at educating
consumers about the new concept on their purchase of the client's Door-to-door marketing
detergent from the kirana shop.
• The third month involved passive observation, where all
promotional aids were removed and sales were tracked.

18


Results
• The results helped the client understand:
• Trial – Are there sufficient trial levels to make the concept
financially viable?
• Integration with existing promotions – Does integration with
existing promotional programs drive incremental trial and
positive ROI?
• Microfinance – Does finance drive incremental consumers to
Door-to-door team in-
purchase the machine? field briefing
• Source of volume – Is there cannibalization and/or
conversion from hand wash in all channels?
• Operational cost – Can the program be executed in a cost
efficient manner that is easy to execute and are all marketing
elements are scalable.
• Pitch – Is the pitch promoters are delivering, effective?
• Reconfirm conversion – Do consumers really convert to the
client’s detergent after the initial ‘free’ supply that they get
with their washing machine purchase is over?
Client observed in-home
pitching

19

FMCG / New Product Testing (1/3)

• The client had come up with a new concept in the hair-care
segment and wanted to test acceptability and overall consumer
reactions towards their new product. They wanted the project to
be executed as a promotion, where the consumers are educated
about the product and then it is offered to them for sale. The idea
was to understand barriers to trial and repurchase along with
general reactions towards the product overall. Beside this overall
objective, the client wanted to project to be able to help with: Door-to-door marketing
• Identifying the strongest benefit and overall consumer
proposition or ‘hook’ to drive product trial among the target
segment.
• Developing a deeper understanding of the kind of consumers
who are most interested and if HH penetration for the client’s
brand can be improved with this new product.
• Understanding consumer habits and re-purchase process.

Outdoor trial and sales kiosk

20


Execution
• Based on the client’s strategic needs and specific product features,
SEC A/B were targeted for promotion and research in Northern &
Central India.
• A promotion based research approach was used. A majority of the
data collected was qualitative and observational.
• Home parties were organized and retail kiosks were set-up where
consumers were introduced to the product by promoters using a
verbal pitch, TV and live demo’s. The kiosks were operational for Home party
a period of 2 weeks and consumers were allowed to purchase the
product from the kiosks itself.
• Two weeks of kiosk promotion and sales were followed by a 6
week door-to-door campaign where consumers were allowed to
repurchase the product.
• 120 follow-up interviews were also conducted with all types of
consumers (rejecters, trialists, repurchases) to gather feedback
• These were followed by 12 in-depth interviews and 10 focus
groups with distinct consumer segments (satisfied/dissatisfied) to
develop a deeper understanding of product benefits etc. Home party with demo

21


Results
• The results helped the client:
• Create a clear and compelling message that will encourage
product trial among the target consumer segments.
• Develop a strategy for positioning and marketing to groups
where their existing products/brands have a low penetration
rate.
• Identify areas of strength and weakness as well as repurchase
drivers for the new product. Home focus group

In-depth (home) interview In-depth (home) interview Home focus group with demo

22

Healthcare / New Product Launch & Sales (1/3)

• The client had come up with a new range of health enhancement
products and wanted to create awareness about their brand as well
as launch the products and drive maximum trial/sales.
• They wanted the activation to be executed in a way that would
not only achieve the above objectives but also help build the
image of their new brand along pre-defined characteristics. The
client did not want to pursue the traditional retail channel for
initial launch and sales of the products. The products were to be Product display
made available only through doctor clinics and on prescription.
Therefore it was essential to design an activation program that
would:
• Create a strong health oriented identity for the brand, distinct
from other commonly available OTC health supplements.
• Position the products close to prescription drugs endorsed by
physicians, thereby lending credibility to the brand.
• A secondary objective of the activity was to collect information on
consumer reactions to be used to refine product parameters
(packaging etc.) and fine-tune marketing messaging. Introduction to the products

23


Execution
• The client initially wanted to pilot the execution model at housing
societies in Mumbai. 200 housing societies were selected after
careful consideration to their location and resident profile.
• Keeping the desired health-oriented positioning of the product line
in mind, a customized activation plan was devised. The execution
was centered around the theme of ‘community health’.
• The team personally met RWA representatives of each society and
introduced them to the products as well as the ‘one day’ event Audience at the venue
planned for their society. Letters of invitation issued by the RWA
were circulated to all households in the society.
• The activation itself revolved around a free health check-up camp
where trained doctors and nurses conducted evaluation including
BMI (Body Mass Index), blood pressure, blood sugar, orthopedic,
ENT and dermatology.
• The event also included a presentation about the entire product
range, sampling and an opportunity to buy the products. Real time
consumer feedback was collected by the Kaizen research team.
Health check-up camp

24


Results
• The program was a resounding success with good turnout at every
society. An estimated 1.2 lakh consumers were exposed to the
program. Overall, more than 6,000 paid trails were generated.
• Real time consumer feedback collected, helped the client in
refining their packaging and pricing strategy. It also validated the
program’s success in meeting the client’s brand building objectives.
• Based on the success of the activation model, the client has asked
Real-time consumer
Kaizen to draw up plans for a pan-India activation program. feedback

Queue for health check-up Games for children at the Product sampling
venue

25

Indoor Branding & Merchandising

27

Outdoor Branding & Merchandising

28

Vehicle Branding

29

Kiosk Promotion & Sales

32

Door-to-door Marketing & Sales

33

In-store Promotion & Sales

34

Market Research

In-depth interview including live hair wash Rural focus groups

Door-to-door interviews Urban focus groups

36

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