Summer Internship Final-Review

Swati SinghIntern(Consumer Insights)

Please press F5 for the presentation

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• IIFT 2015-17 MBA(IB) candidate• Strategy and Marketing majors• Fresher• Love reading books

• First stint in the Corporate World• Learning What is Consumer Insights• My first brush with Marketing Research• Had the opportunity to do two projects = twice

the learning

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Text

Text

Text

Text

TextObjective

Scope

MentorDeliverable

HOW???

user-friendly dashboard

Improved dashboard with only the required data

Ms. Shaonli BhattacharyaMr. Sanat Narayankar

dashboard with relevant key metrics

Project 1

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Understand.

The current dashboard has the following data sources:-• Integrated• Secondary• Nielsen• BVC• Premium

The following sources were helpful in understanding the data:-

1. Insights Module2. Data provided by Ipsos, where all the BVC and Premium Track data was given

in an excel sheet3. The Summary Report circulated in the company every month4. Secondary Data from Internet

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Visits.

For this project, critical factor was to understand the involved agencies and their workings. Therewere basically two phases to my project:- Data Collection and GUI Creation.

Data Collection GUI CreationWHITE BOX

To understand the way data is being collected for the dashboard, I visited both agencies, IPSOSand Nielsen.After the metrics were decided and work on the preliminary GUI design was started, I visitedOSG to understand their capabilities and communicate our requirements.

Ipsos gives monthly report on ourBVC Track and Premium trackand also analyzes data.

Nielsen collectstertiary data from anumber of sampleoutlets.

Optimal Strategix Group, or OSG, is thefirm with whom we have partnered for thecreation of our GUI of dashboard. Once thekey metrics have been decided, OSG will bedesigning the interface according to ourrequirements.

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Brainstorm.

After agency visits and learningdashboard designs, the next step was todecide on the key metrics

Finally, we cameto the conclusionto divide thewhole GUI intotwo parts:-1. Key Metrics2. Deep Dive

SectionWe brainstormed within our team to get anidea of what the dashboard would compriseof. It provided with a starting point for thedesigning process.

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Key

Metrics.

After discussions, the following metrics were selected for incorporation in thedashboard

BVCKey Equity MeasuresBrand FunnelQuality of AE GraphQuality of Consideration

SecondaryMarket Share TrendSegment Share TrendVolume v/s Market SharePercentage Change in Market ShareVolume Waterfall Chart

NielsenRetail AvailabilityRetail Throughput

PremiumBrand FunnelAwareness-Trial-Consideration ChartsCBSBrand Heat

IntegratedMarket Share ComparisonMarket Share By StateKey Equity PerformanceQuality of AEQuality of ConsiderationRetail Availability

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Current

Status???

The alpha version of the dashboard has been released and now will be given to employees to evaluate and suggest

changes.

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For alpha release, click:-

http://52.91.215.136:8080/sabmiller/

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Key

Takeaways.

The key takeaways from these project were:-

• Introduction to Marketing Research

• Learning about different kind of data collection techniques

• Interpretation and Way of Usage of Data so as to know how datais interpreted and how it is applied //future.

• Dashboard Designing

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Text

Text

Text

Text

TextObjective

Scope

MentorDeliverable

HOW???

PSSS PoSCommunication

effectiveness

Communication Improvement

Ms. Shaonli BhattacharyaMr. Sanat Narayankar

Inferences from survey and

questionnaire

Project 2

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Approach

Shop Survey

Observations made across the shop to know about

different communication medium Consumer

Interviews

Interviews taken to know what PoS

communication is retained by them

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Road Map.

ShopSurvey

Consumer Experienc

e

DataGathering

Analysis ofData Inferences New

Ideas

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Drops, Koramangla: A Case Study

Beer

Freezers

Counter

Entrance

Kingfisher Bird on glass

walls of the shop

Heineken footsteps

leading to beer freezers

Smirnoff vertical displays

between shelves

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Drops, Koramangla: Case Inferences

Heineken did a brilliant communication by putting its stickersfrom the entrance to its freezers.

The outlet, which has glass walls were covered with ‘Kingfisherbird’ posters completely to give an effect of the whole shopadvertising it. Because of the huge exposure, consumers wereable to remember this communication.

The traditional posters on top of shelves escape the eyes ofconsumers, while vertical displays are recalled. One reasoncan be because of the eye-level position of vertical displays.

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Other Observations

CRACKING THE ‘PLACEMENT’ CODE: Foster’s brand theatres hit or not?

Foster’s brand theatre right in the middle… …but filled with old Foster’s

• Very effective in terms of consumer’s recall• The placement of the theatre in most of the shops were bang on, either

at center or near entrance• But, most brand theatres had old Foster’s• Reasons given:- to empty out the old ones, have not got the new stock,

unawareness

X

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GOING ALL OUT ON ADVERTISING OFFERS: Why KFS IPL offer is a hit?

More than 60% of the display dedicated to the offer…

…message on offer not coming across

X

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Consumer

Truth.

31 to 40 years old 41 above

• First timers• Mostly college students• Price Sensitive, will ask

for offers• Not male dominant, many

women come under thissegment

LDA to 30 years old

• Same segment drinks inBnR without being pricesensitive

• Testers

• Working people or juststarted working

• Not price sensitive

• Male dominant

• Priority is to try differentthings, regardless of offers

• Habitual drinkers• Whisky/Scotch popular in

this group• Price sensitive, will ask for

offer• Male dominant• Would not try different

things

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New Ideas.IA ‘premium platform’ to wine displays

i.e. the whole section is on an elevated

platform

Bhagini Spirits(Kammanahalli)

Heineken stickers

from the entrance to its

freezers

Drops(Koramangla)

Delhi Metro uses

the same kind of

communication

for passengers to

deal with the

huge metro

network.

Glass walls covered with

‘Kingfisher bird’ posters

completely to give an

effect of the whole shop

advertising it

Drops(Koramangla)

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Key

Takeaways.

The key takeaways from these project were:-

• On ground work

• Learning how to see data from different perspective for taking outconcrete inferences

• Learned how shoppers interpret PoS communication

• How areas made a difference in terms of consumer group

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Challenges.

• First stint in Corporate World

• Language barrier (Project 2)

• PSSS footfall occurs mostly in late evenings (Project 2)

• Key Metrics Selection (Project 1)

Thank you!