Which are our target segments?

What is the consumer buying behavior / pattern?

Frequency of purchase, location, occasion, decision process

Primary research through a questionnaire

Questionnaire

Cluster Analysis

Questionnaire

Cluster Analysis

Questionnaire

Frequency statistic

What are the consumer segments and size /growth of each segment?

Demographics, Purchase patterns, lifestyle bases of segmentation

What are the needs and preferences of the different segments?

(Need gap analysis)?

Attributes ranking

Questionnaire

N.A.

Questionnaire

Cluster Analysis

What are the products we will offer?

What are the different product segments and size/growth of each segment?

Product segments, Basis of segmentation

Secondary research

What are the need gaps of the target segment?

Attributes ranking

Primary research through a questionnaire

Questionnaire

Frequency statistic

Questionnaire

Frequency statistic

Questionnaire

Rating score

Questionnaire

Rating score

Questionnaire

Rating score

What are the brand associations of Product?

Brand perceptions and associations of Product, Brand attributes, imageries etc.,

Primary Research through FGD and questionnaire

Questionnaire

Cluster Analysis

Questionnaire

Rating score

Questionnaire

Frequency statistic

How should we position our offering?

What are the brand associations of Product?

Brand perceptions of Product, Brand attributes, imageries etc.

Primary Research through FGD and questionnaire

Questionnaire

Cluster Analysis

Questionnaire

Rating score

Questionnaire

Frequency statistic

What are the attributes that the target segment looks for?

Attributes ranking

Primary research through a questionnaire

Questionnaire

Frequency statistic

Questionnaire

Rating score

Questionnaire

Rating score

Questionnaire

Rating score

Questionnaire

Frequency statistic

What kind of Brand names would be effective with the consumer?

Brand perceptions and associations of Product, Brand attributes, imageries etc.,

Primary Research through FGD and questionnaire

Questionnaire

Cluster Analysis

Questionnaire

Multidimensional scaling

Questionnaire

Multidimensional scaling

What should be the media mix to launch the product?

Types of mass media available, Impact and reach of each media

Secondary research and primary research through questionnaire

Questionnaire

Frequency statistic

What should be the promotion and communication strategy?

What would be the theme of the promotions?

Attributes consumers associate with the product, brand associations

Primary Research through FGD, Questionnaire

Questionnaire

Rating score

Questionnaire

Frequency statistic

Questionnaire

Multidimensional scaling

Questionnaire

Multidimensional scaling

What should be the distribution formats we will employ?

What are the existing formats and what new ones can we explore?

Distribution, retail, packaging, logistics formats existing in the industry and for various product segments

Secondary research and primary research through questionnaire

Questionnaire

Rating score

Questionnaire

Frequency statistic

Questionnaire

Multidimensional scaling

Questionnaire

Multidimensional scaling

What format will be most suitable for the target segment and the product offering?

Questionnaire

Rating score

Questionnaire

Frequency statistic

Questionnaire

Multidimensional scaling

Questionnaire

Multidimensional scaling

What are the costs involved with the different formats?

Cost structure (Rentals, transportation etc.,) for various formats and Product's cost structure

What should be the price points at which we operate?

What is the cost structure involved?

Cost structure (Rentals, transportation etc.) for various formats and Product's cost structure

Secondary research and primary research through questionnaire

What is the price point at which competitors operate?

Competitor cost structure, margins, prices

How much premium will the target segment be willing to pay?

Attribute ranking, purchase behavior patterns

Questionnaire

Multidimensional scaling