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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!