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FMCG

Helping consumer goods companies and brands to grow their business and optimize their processes through accurate and actionable consumer insights

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What We Do

Category assessment
Category trends
Sector scan
Customer NPS and loyalty
Voice of customers
Customer purchase journey
Shopping decision tree
Customer segmentation
Need and intent gap analysis
Digital persona mapping
Mystery shopping
Employee engagement
Employee satisfaction and NPS
Voice of channel
Sales and distribution benchmarking
Brand health diagnostics
Advertising effectiveness
Product and concept testing
Product price benchmarking
Catalogue gap assessment
Availability visibility study
Go-to-market
Future share of wallet

Category assessment

What is the total consumer goods market in India?
What is the demand / market potential for each category?
How does the competitive landscape look like across categories?
Which companies / brands hold the largest share? Which companies are growing fast?
What are the growth drivers / barriers? Any differences across sub-categories?
What are the new emerging categories / sub-categories?
How satisfied are consumers with the available product mix?
What are the whitespaces in the category? What are the opportunities for category extension?
How is the compliance to product specifications and efficiency?

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Category trends

What is the market size and growth rate of the category? How are sub-sectors within the category growing?
What is the growth outlook for the categories / sub-categories?
How are the consumer needs changing?
How does the unit economics look like for each category?
Are there global categories in other advanced markets yet to enter India?
Which business models are doing well? Why?
What are the key trends and innovations driving category growth?

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Sector scan

What is the competitive landscape of the sector? How are different players positioned?
How are different players performing?
How has the PE / VC interest varied across sectors?
Has the sector created value for stakeholders?
What the growth drivers for the sectors?
What are the leading brands? Are there upcoming brands in the segment?
What are the unique business models in the segment – D2C, etc.?

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Customer NPS and loyalty

How likely is customer to promote this brand or product?
Which customer segments are unsatisfied and at-risk for the brand?
What are drivers for customer loyalty and NPS? How does the brand fare on those?
What are the industry and competitor NPS benchmarks?
What are common global best practices that can be implemented to drive customer experience?

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Voice of customers

What are latent and unmet needs of the customer? What do customers value the most?
Where do customers want the brand to improve?
What is the customer’s feedback on new products / services / concepts etc?
What are the top 3 factors consumers look for while purchasing products?
Is the customer journey broken? What are the pain points?
What are the things that the brands can improve upon?

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Customer purchase journey

How does a typical consumer journey look like?
How do customers interact with the brand? What are the most valuable touchpoints?
How was the customer’s experience across touchpoints – from discovery to after sales? What are their key pain points across the journey?
What are the various channels for purchasing - online vs. offline? How does a customer decide on purchase channel?
What is the impact of offers / discounts on conversion of consumer?
What is the consumer satisfaction with redressal services - call / text / email?
Where are the opportunities to optimize and innovate across the customer journey?

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Shopping decision tree

What is the intention or the purchase occasion of the buy?
What are the key purchase criteria that are responsible to induce repeat purchase?
Is the content promoted by the brand relevant to the customers?
What are the tendencies to switch a brand or a product?
How is the performance of the store-staff compared to the competitors / industry? Does it drive purchase?

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Customer segmentation

Who are your key customer segments? What is their persona?
How do needs, preferences, and?behavior?vary by demographic, geographic or psychographic profile?
What are different aspirations of the consumers?
How is the digital presence of the consumer – online shopping, subscribed to OTT platforms, usage of payments apps, etc?
Which customer segments are most valuable for your brand?
How can you target specific customer segments?

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Need and intent gap analysis

What are customers’ expectations and perception of the brand?
Where are the gaps between customer expectations and current product offerings / service levels?
Is there are supply-demand mismatch in the market? How big is the opportunity?
What are the underlying reasons for the gap?
Are there any new entrants in the market that are focussing on these gaps?
What do the global analogues show about fulfilling gaps for the existing players?
What are the communication changes needed to manage customer expectations?

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Digital persona mapping

What are the personas that contribute to a major share of the brand?
How educated is the consumer?
What is the NCCS profile of the customers?
What is the online usage behaviour of the consumer?
How is the digital presence of the consumer – online shopping, subscribed to OTT platforms, usage of payments apps, etc?
What are the purchase patterns represented by personas?
How the digital experience can be altered to provide better experience to different personas?

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Mystery shopping

How does customer journey vary across different purchase channels?
What are the various industry benchmarks in the process parameters and how does the player rate across them?
How does in-store experience differ from store to store? How does it compare against competitors?
What are the gaps and improvement areas in customer experience?
What are other key and upcoming players in the industry doing to improve customer experience?
What is the NPS? What are its drivers?

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Employee engagement

What are the drivers for employee productivity and motivation?
How does the company score across various dimensions of People Value Creation framework (PVC) framework? How do they stand against similar companies?
What are the current employee engagement levels? How can that be improved?
How do employer actions impact employee productivity and organizational KPIs?
What has been the trend in employee retention / churn? What are the reasons for them?
How satisfied are the employees with the rewards and recognitions policy of the organization?
What are the improvement areas in terms of training and learning for the employees?

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Employee satisfaction and NPS

What is the employee NPS? What are the drivers of NPS?
How do your employees feel about your brand?
What can you do better as an employer?
How satisfied are the employees with the workplace conditions across different parameters?
What are the areas of strength for your organization?

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Voice of channel

What is the feedback from multiple channel participants on brand, products, service levels?
Which brands are channel partners most satisfied with across product categories and why? How is their overall experience?
What are the reasons for preference of a particular brand over others?
What are the channel TATs and process lead times? How do they compare across competitors?
What tactics are competitors pursuing in the market?
What do trade partners like / dislike about the brand?
How can the brand improve their relationship with trade partners?

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Sales and distribution benchmarking

What are the margin structures paid by different brands? What are the industry standards?
How does client’s sales organogram compare with that of the competition?
What incentives policies / schemes are working wells?
What are the drivers / barriers in expanding the distribution network?
Which are the most effective distribution channels used by brands?

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Brand health diagnostics

What is the maximum potential of different brands in the market?
What is the degree of brand awareness with respect to competitors?
How does brand awareness change with demographics and customer needs and taste?
How slowly / quickly is the brand growing relative to competitors?
What is the brand salience in the market? What are trial and conversion rates?
What is the repeat purchase and customer retention rate? How does it compare to industry standards?
What are some of the best practices to strengthen brand value?

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Advertising effectiveness

What is the perception of the advertisement campaign content?
What is the annual advertising spend & ROI? How does it compare to competitors?
What are the advertising channels deployed? Where does it lack compared to industry?
What is the effect of advertisements on purchase intent?
Which advertisements are performing better than the others?
Which channels are most effective in reaching customer?

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Product and concept testing

What is the effectiveness of product / concept?
How to do the pilot testing of the product? What should be the target audience? Why?
How to get customer feedback on proposed new product launches?
What is the ideal methodology for testing new product concepts? What should be the sampling plan?
What are the strengths and weaknesses of new product / concept?
What should be key message and tonality while advertising the new product launch?
What is the optimal beta launch design for a proposed product?

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Product price benchmarking

What products variants are offered by competitors at different price points?
What is the competitive position of brand’s products against that of competitors?
What are the features for which the customer is ready to pay the premium?
What is the different promotion used to lower price across periods?
How can price be used as a strategy to win market share?

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Catalogue gap assessment

What is the product width and depth of the category?
Where are the whitespaces in the portfolio – by price, feature, brands?
How well does the product catalogue address potential customers?
What are the over or underselling products? Why do they perform that way?
What are product offerings of key competitors? What are their largest selling products? Are there products that can be adopted?
What are the other products that can be carved out from the existing products (bundling, sub-products, etc.) to meet unserved customer requirements?
How can the catalogue be improved for better conversion?

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Availability visibility study

What is the percentage of shelf space offered by retailers to different brands?
Are there any product offerings relevant to customers but not available to them? If yes, why?
What is the on-ground product availability and visibility across geos and store types? How does it compare to competition?
What are the weak geographical areas in terms of availability & visibility?
What are the deciding factors for the shelf space?
Where are retailers facing shortage of SKUs?
What is availability of fast selling SKUs vs low selling SKUs?
What is the replenishment time for key products? How does it affect availability?
How does the brand visibility vary locations and geographies?

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Go-to-market

What is the total addressable market for the FMCG product categories?
What is the share of serviceable available market?
What should be your target customer segment? What are their typical personas and preferences?
What is the customer journey for the target customer? Where is it broken? Where can it be improved?
What is the competitive intensity in the region? What should the communication strategy be to cut through the noise?
How is the market evolving? What segments are driving growth of the market?
How to develop the value chain necessary to run operations, from supplies to legal permits?

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Future share of wallet

What share of consumer’s total FMCG spend is on the brand?
How much do consumers spend on competitors?
What drives higher share of wallet in FMCG categories?
What are the significant steps required to retain the market leader position?
What are the significant steps required to acquire market share?

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Connect with our FMCG Experts

Madhur Singhal

Mentor

Aryaman Tandon

Mentor

Hitesh Gossain

CEO, Network

Amar Choudhary

CEO, Intelligence & Insights

Aditya Thakur

Growth Leader, Operations

Related Case Studies

Competitive intelligence for an online grocery player

Objective

A grocery player wanted to track GMV and other scale related metrics of key competitive players, and how they are growing across different cities

Methodology

Conducted trade interviews of operations managers, category managers, regional managers, and other key personnel across different players in the sector
Conducted multiple visits to warehouses, dark stores, delivery locations and connected with key ground people (warehouse managers & delivery staff)
Carried out benchmarking for key players in India across key metrics (# orders per day, average order value, gross merchandise value, availability of items, delivery speed, etc.)
Built an overall model to estimate and triangulate scale metrics across players by feeding inputs generated from multiple conversations

Impact / Outcome

Client was able to understand how key competitive players are growing month-on-month in key cities in India and understanding the focus areas (channels, product categories) of key players

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Customer behavior and preference study for personal care brands

Objective

A PE firm wanted to understand the customer behavior and trends, repeat purchases, brand perception and experience across multiple personal care brands in the sector

Methodology

Conducted detailed quantitative survey (N = 1,000) of selected personal care brand users across 15 cities (combination of 60% metro population and 40% tier-2 and tier-3 population)
Conducted in-depth conversations (N = 30) with direct to customer brand customers along with in-depth conversations with KoLs (N = 5)
Carried out mystery shopping to benchmark multiple brands in terms of quality, experience, touchpoints, etc.

Impact / Outcome

Client was able to get clarity on brand perception, changes in customers' buying behavior in the present and future, purchase preferences and changes in spend on personal care products across time periods

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Dairy consumer NPS study

Objective

An investor wanted to conduct an NPS study for one of its portfolio companies operating in milk subscription business to understand the overall experience / satisfaction level of the customers

Methodology

Conducted consumer survey (N = 130) and in-depth interviews of dairy subscription customers and churned customers across multiple cities (mix of metro and tier 1 cities) for different customer archetypes (based on household types, age groups, employment status, and gender)
Created a dynamic excel model and survey data book to depict the trends in customer profile, consumer experience & usage, reasons for subscribing to the player’s services, up-selling opportunities, reasons for churn across age profile, location & annual household income

Impact / Outcome

Client was able to understand the key strengths and improvement areas of the dairy subscription company, detailed insights on the consumer behavior, up-selling opportunities and the reasons of churn among the consumers

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Merchant behavior study for a store discovery platform

Objective

A store discovery platform wanted to understand the profile of merchants, various mediums of advertising, discovery, selling & branding used by merchants, merchant’s overall experience with its services, NPS & its drivers, key criteria for advertising on its portal, merchant’s expectations & barriers of adoption

Methodology

Conducted merchant survey and in-depth interviews of across multiple cities (mix of metro and tier 1 cities) for different merchant categories
Conducted multiple visits to the market for merchant interviews across different product categories
Benchmarked merchant’s feedback for client services against its direct competitors along with alternative methods of sales, discovery and advertising used by them

Impact / Outcome

Client was able to understand the merchant’s unmet needs & design their offering accordingly along with identifying the drivers of adoption, NPS & drivers of promotion and detraction for the merchants enrolled with its services

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Price benchmarking of grocery store SKUs across retail formats

Objective

A PE / VC firm wanted to benchmark prices and discounts across multiple retail formats and geographies in India

Methodology

Conducted trade interviews of retailers, and other relevant personnel such as store managers
Carried out market visits to benchmark multiple SKUs across three store formats

Impact / Outcome

Client was able to understand the buying behavior, pricing strategies and discounting strategies across multiple retail formats in India

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Revenue acceleration and GTM diagnostics of leading cosmetics brand

Objective

A leading cosmetics brand wanted to accelerate its revenue, brand awareness, network coverage across retail stores, supply chain effectiveness, throughput process and distribution analysis across stores along with salary benchmarking for PoS employees, technology usage benchmarking, and benchmarking of training program (product, sales, makeover) for PoS employees

Methodology

Conducted detailed quantitative survey (N = 1,000) of cosmetics product users across India
Conducted trade interviews of distributors, sales officers, retailers, and other relevant personnel such as beauty assistants
Carried out market visits to benchmark multiple brands along with the trade interviews (N = 189)

Impact / Outcome

Client was able to get a recommendation of actionable initiatives which were taken and implemented by the company towards increasing the effectiveness of distribution network and toward increasing the customer experience at POS

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Study Customer Behavior and Customer Satisfaction of Online and Offline Grocery Consumers

Objective

A PE / VC player wanted to analyze e-grocery and offline retail grocery consumer behavior to understand brand perception, consumer satisfaction, and NPS

Methodology

Conducted consumer survey (N = 861) for online grocery consumers and primary consumer surveys (N = 556) across multiple cities (mix of metro and tier 1 cities) for different customer archetypes (based on household types, age groups, employment status, and gender)
Mapped customer journeys for offline and online purchases to understand the spending on groceries in a month across different weeks (based on different personas)
Mapped the grocery spend across different product categories
Carried out benchmarking for key players in India across key parameters (product price/discount, product quality, wide product selection, availability of items, delivery speed, etc.)

Impact / Outcome

The client was able to understand a clear distinction in the consumer behavior patterns and customer journeys across online and offline grocery players, along with a benchmarking for the top 5 grocery players in India against the key parameters and their drivers for NPS

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Usage, preference, and purchase behavior of cosmetic items

Objective

A leading cosmetics brand wanted to understand cosmetics product usage, frequency of purchase of cosmetics good, brand resonance and brand awareness amongst customers across Metros, T1, T2 cities

Methodology

Conducted detailed quantitative survey (N = 1,000) of cosmetics product users across India
Conducted trade interviews of distributors, sales officers, retailers, and other relevant personnel such as beauty assistants
Carried out market visits to benchmark multiple brands along with the trade interviews (N = 189)

Impact / Outcome

Client was able to understand the buying behavior, the purchase preferences and annual spend (~INR xx for users in Metros) on cosmetic products along with the brand perception – own vs competitors

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