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Relevant Case Studies

Healthcare market assessment to assess the healthcare delivery market
Development of marketing personas based on demographics, travel patterns, awareness, booking habits for a SEA-based online travel aggregator
Market potential estimation for ceramic tile player for residential & Commercial buildings
Assessment of reefer truck market in India
Market potential of 2W rental services
Market potential assessment for an industrial explosives manufacturer
Competitive benchmarking of players in the home improvement market
Market assessment study of Indian e-commerce logistics
Market sizing and growth projection of MRO products

Healthcare market assessment to assess the healthcare delivery market

Objective

Client wanted to assess the current healthcare delivery market in India and existing players in the integrated healthcare vertical while gauging its market attractiveness

Methodology

Analyzed the penetration of healthcare services in India across different parameters
Conducted deep market study across various sub-verticals in healthcare and found relevant up & coming players
Assessed the consumer spend across multiple healthcare components and mapped respective profit pools

Impact / Outcome

Enabled the client to identify their market of interest and define focal point for further study in the project

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Development of marketing personas based on demographics, travel patterns, awareness, booking habits for a SEA-based online travel aggregator

Objective

Client wanted to develop marketing personas based on traveller demographic, pattern, sources of awareness, role of influencers, budget allocated etc.

Methodology

Conducted mystery shopping (N = 50), in assistance with client stakeholders, across consumer segments to understand ongoing consumer behavior, particularly the digital purchase journey
Analysed why behaviors / booking patterns differ among customers and reasons for the same

Impact / Outcome

Helped client develop understanding about different kinds of marketing personas the platform caters to – nature of personalized marketing required to cater to different segments
Detailed recommendations to client on to leverage insights on travel patterns, awareness, booking habits etc.

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Market potential estimation for ceramic tile player for residential & Commercial buildings

Objective

A ceramic player is now looking to expand the sales of the ceramic tiles to South East Asia and wanted to understand market potential in these countries

Methodology

Conducted in-depth study of residential and commercial buildings in select cities in 3 countries combined with demographic data to understand affluence and estimate TAM (Total Addressable Market)
Conducted In-Depth Interviews (N=15) of real estate players to understand current / future market in these cities
Conducted In-Depth Interviews (N=10) of ex-senior leadership in competitor companies to estimate future market potential for the client
Carried out product and service benchmarking for key players offerings ceramic tiles in these cities

Impact / Outcome

Client understood market potential in each of the 3 targeted countries along with a preliminary idea of SAM (Serviceable Addressable Market)

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Assessment of reefer truck market in India

Objective

The client is a leading international automotive manufacturer and was interested to know the refrigerated truck (reefer truck) market in India

Methodology

PGA Labs conducted a detailed secondary research to understand the industry dynamics of reefer truck and cold chain requirements of various industries. It further conducted detailed in-depth discussions with consumers of cold chain services like F&B, Pharma etc. to understand their need of cold chain services
PGA Labs also conducted competition discussions to understand the models, features as well as trends in reefer truck segment with respect to customer demand and government regulations

Impact / Outcome

The client was provided with an understanding the cold chain and reefer truck market in India
The client was able to make strategic decisions on their reefer truck initiatives after understanding the consumer cold chain applications and logistic services in India

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Market potential of 2W rental services

Objective

A PE firm was interested in evaluating an investment in one of the shared mobility service providers and wanted to understand the market potential (TAM, SAM, growth, etc.) for the same

Methodology

Secondary research to understand the increase in penetration of 2W rental services as a % of total motorized trips
Triangulation using market potential for similar models in international geographies
Conducted primary conversations with customers (N = 1000) to understand their needs, requirements, selection criteria, stickiness for the service provider across 15+ cities
Conducted competitor interviews (N = 20) to understand Target’s positioning and growth across different types of cities
Carried out trade interviews (N = 10) for supply validation i.e. availability of infrastructure, parking norms in cities, docking station charges, etc.

Impact / Outcome

Client understood the market potential and potential increase in penetration of the 2-W renal services, growth drivers in the market

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Market potential assessment for an industrial explosives manufacturer

Objective

An Indian based industrial explosives manufacturer wanted to expand internationally and conduct a deep dive study in terms of primary and secondary research for assessing the market in terms of fragmentation, regulations for launching in the country, taxation policies, etc.

Methodology

Detailed study was conducted on the shortlisted countries through secondary and primary research with the industry experts of the country.
Minute details in terms of sourcing, payment terms, pain points of different relevant stakeholders and others were presented in detail which could impact the decision of the investments.
Primary discussions with key players in shortlisted countries were undertaken to understand on ground realities (N = 15)

Impact / Outcome

Helped the client to identify a market of USD ~3B for industrial explosives after incorporating the inputs from the market along with the existing pain points which helped them to understand their value addition for the market.

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Competitive benchmarking of players in the home improvement market

Objective

The client, a leading online home improvement player was looking to develop an offering to cater to economy clients in the home improvement space and required insights on unit economics, price sensitivity and offerings of other service providers

Methodology

In-depth interviews (N>50) of customers across 8 cities (metros and tier 1) who recently had home improvement done or were planning to do so soon
In-depth interviews of contractors, home improvement service providers, interior decorators on cost associated with home improvement
Comparison of cost of material, interior decorator / advisor fees and labor cost across different service providers
Customer requirements and distribution across need for different varieties of service including branded / unbranded material and specific design / generic design

Impact / Outcome

Client was provided with cost differentiation points, margins and unit economics benchmarking which enabled the client to launch a focussed offering for economy / low range customer segment

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Market assessment study of Indian e-commerce logistics

Objective

Client wanted to understand Indian e-commerce logistics market size, structure, key drivers and key risks / challenges

Methodology

We used the bottom-up approach to be calculated current and projected market using number of online shoppers, average purchase frequency, % returns, shipments per order and yield per shipment
We understood market structure by calculating demand generation split, shipping platform and Logistics service provider split
We understood value propositions and growth drivers for different LSPs (Captive, specialized and traditional) and LSP consolidators
Opportunities and challenges were understood for all the market segments

Impact / Outcome

Client was able to understand Current E-commerce logistics current market size, future projections, market structure, growth drivers as well as key existing risks and new challenges

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Market sizing and growth projection of MRO products

Objective

Client wanted to understand the B2B spend in the addressable maintenance, repair, and operations product, and respective drivers of growth / inhibitions

Methodology

Identified requirement of MRO supplies across manufacturing organizations, including their sourcing need, frequency and efficiency in procurement from the traditional supply chain
Segregated the market into various products and services verticals
Benchmarked key market players on various features and operational parameters across these segments