annik capability document india

©2013 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.Confidential

Flash Survey ToolsJune 2009

2013


We Help You Understand India Better!!!

Annik Research Services

“Nurturing innovation to illuminate & support growth”


Corporate Overview

Highly experienced leadership and operations team in the Market Research domain.

Proven delivery capability across Market Research; supporting Fortune 100 clients

Founded in 2000 and headquartered in Gurgaon (India) with global office locations at Hyderabad, Dalian, Dubai, Warsaw, Seattle, San Francisco, Hong Kong, and Boston

750+ staff globally with Multiple Service Delivery locations


Our Certifications, Accreditations & Accolades

• Quality Compliant for CASRO, ESOMAR, AMA, MRA• Six Sigma

• COO Master Black Belt• Black belts throughout organization

• ISO Compliant• 27001 certified• 20252 compliant as per CASRO guidelines

• CMMi Level 3 certified• Average Client Satisfaction Score of 4.7 / 5• 99% data accuracy maintained as per SLA’s• Investment in Six Sigma & CMMi to drive Process

Standardization & Continuous Improvement

ACCOLADES


Leadership Team

Ranjan Kapur

• Country Head, WPP Group and Head, Bates India• Ex-Executive Chairman,

O&M India & Vice Chairman, O&M Asia-Pacific

• Founder/CEO• CASRO Board Member

• +20 yrs experience in

MR/MRO

• COO• 19 yrs experience across GE,

GM, Suzuki

• Certified Six Sigma MBB

Vikas Srivastava

• Board of Advisors• Experience in the area of

Corporate Taxation• Ranked as a leading lawyer

by Chambers and Partner 2011

• SVP, Consulting Practice • 14 years at Microsoft• Deep experience on IT

architecture, development, deployment & Operations

Rahul Sahgal Sandeep Bhatia

Justin Tomboulian


ANNIK’s Research Team

• An MBA in International Marketing with about 9 years of experience in TNS, etc.

• Diverse studies conducted in Consumer Durables, FMCG and IT

Kapil KalraSenior Project Director

• An MBA in marketing, has nearly 9 years of experience in qualitative research.

• Prior to Annik has worked with TNS, Gfk- Mode, Drshti

• Expert in Ethnographic study, Kids research,FMCG, Automobile

• Industries- Telecom, Automotive, FMCG, Liquor, Consumer durable, Cigarette

Anuj PandeySenior Project Director

Rahul SahgalCEO – Research Head

• Has more than 20 years of experience in market research and analytics

• Prior to Annik, was in TNS

• Founder/CEO of Annik. Member of CASRO Board

Team size -22 of Quantitative and Qualitative Researchers


Types of Services Offered

MARKET RESEARCH

India Market Insights (IMI)

Industry Report

Research: B2B, B2C

Additional Services: Business Matching

Identifying partner for Acquisition or Joint Venture (Non-Financial Due Diligence)

Identification of Vendors

Identification of Distributors

Identification of Prospective clients


Specially designed program for the international businesses interested in India as their future Market. This program provides flavor of India for businesses that are new to India

This program is ideal for all business visitors to India viz. - Leadership team- R&D team members- Marketing- Sales- Finance

Our carefully designed program provides insight into India through:

Unique Offering ~ India Market Insight

•Provides overview of India using presentationsIndia Insight Presentation

•Interaction with the Indian households at the grass root level to understand the Indian consumers in-depthHome Visits

•Visits to retail markets, wholesale markets, commercial and business districts, industrial areas, ports, SEZ etcField Visits

http://www.google.co.in/imgres?imgurl=http://www.sikhnet.com/files/news/2008/May/Punjabi-American_Festival.jpg&imgrefurl=http://www.sikhnet.com/daily-news/14th-punjabi-american-festival&h=250&w=301&sz=44&tbnid=VNSoLgnnF0jjVM:&tbnh=96&tbnw=116&prev=/images?q=punjabi+people&hl=en&usg=__oZI4VZhOO__s86ss9WBRvBWtcyc=&ei=CoZZS_KfLc3S8Abfhuj_BA&sa=X&oi=image_result&resnum=7&ct=image&ved=0CB0Q9QEwBg

http://en.wikipedia.org/wiki/File:Punjabi_sardar.jpg

http://en.wikipedia.org/wiki/File:Punjabi_sardar.jpg


Industry Report provides an overview of the entire industry. This report provides an overall understanding of a specific Indian industry. Below are some of the topics which are covered in the report. Topics can be added or deleted as per client requirement History of the industry

PEST Analysis of the industry

Current market size, growth rate and trends

Key players in the industry and their relative market share & their marketing mix

Key customers of the important industry players

Company profile of key top players

SWOT analysis of the 1 or 2 key players

Employment conditions in the industry

Drivers of growth for the industry

Key challenges in growth of the industry

Overview of tax and regulatory environment

Industry ReportIN

DU

STRY REPORT


Additional Services ~ Business MatchingBusiness M

atching

•Partner for contract manufacturing, marketing finished goods, giving financial support, supplying raw materials are identified through search and due diligence process

Channel Partner Identification

•Prior to actual tie-ups, non-financial due diligence of the potential partner is conducted through interviews with stakeholders (customers, vendors, competitors, experts etc.)

Identification of Partner for Joint

Venture or Acquisition

•Prior to entering India, identifying prospective target industries and the organizations for the client product, setting up appointment with some of the prospective customers

Identification of Prospective

Clients


B2B Capabilities

Need Assessment

Market Assessment

Market Projections

Competitive Intelligence

Partner Identification

Non-Financial Due Diligence

Buyer Behavior

Usage & Attitude

Corporate Image

Customer Satisfaction

Employee Satisfaction

Trade Audit

Catchment Analysis

Pricing Strategy

Sourcing Strategy

Segmentation

Marketing Strategy Studies

Concept Testing

Marketing Effectiveness

Campaign Impact


Quantitative

Qualitative

Nee

d Id

entifi

catio

nPr

oduc

t Int

rodu

ction

Concept Testing

Product TestPack EvaluationPricing ResearchCopy Test Ad Test (Pre)

Simulated Test MarketingCustomer SatisfactionMystery ShoppingRetail AuditAd Test (Pre/ Post)Brand Health

Face to face interviews,

CATI, Online, HUT,

Central Location Test

Ethnography,Consumer

Immersion, Contextual DI,Conflict FGD,

Creative groups

Product Development

Consumer Research Studies & Capabilities

Usage & Attitude (U&A)

Demand EstimationCustomer Satisfaction

(Stated/ Non-Stated)

Concept TestPricing ResearchPositioning Research


India Research Services

•ANNIK has capabilities to execute research (Quantitative & Qualitative) from start to end. Client provides us a brief, thereafter ANNIK creates questionnaire, does the fieldwork, compile data, prepares the report and present the findings

Full Service Market

Research

•ANNIK also provides ‘only data collection’ services for both Quantitative and Qualitative studies•Client provides us with a finalized questionnaire and ANNIK conducts the fieldwork•Client may ask us for raw data or tabulated data that is yet to be compiled into a final report

Only Data Collection


Why ANNIK?

Past experience in research agencies of global repute

Extensive experience • New Product Development• U&A, Brand Health, Ad

Testing, Concept Testing

Unique Modus Operandi• Researcher personally

remains in the field • Hybrid research designs

Actionable Insights

Experienced Researchers

Organizational Experience

Quality Data


Field Team Presence Across India P

resen

ce o

f field

team

acro

ss c

ities

in In

dia


Industries Worked On

Automobile

Consumer Packaged

Goods

Durable Consumer

Goods

Education Financial Media

Pharmaceutical Retail Technolog

y

Telecom Industrial Equipment


A few clients of ANNIK for the Indian Market

Triton Communications

Versus Brand Solutions

http://www.bhaskar.com/

http://www.dentsu.com/index.html

http://www.intage.co.jp/english/

http://www.google.co.in/url?sa=i&rct=j&q=oye+fm&source=images&cd=&cad=rja&docid=_g-bd9nHN7uKBM&tbnid=KUGgZXy8Yt-WRM:&ved=0CAUQjRw&url=http://www.indiantvinfo.com/2012/09/oye-fm-hunts-for-the-sabse-filmi-rj-jo-jeeta-wohi-sikandar/&ei=Zl5_Ue6fIef0iQLG3oCQCw&bvm=bv.45921128,d.cGE&psig=AFQjCNGEXEqF1MHk0Gvkmopx67F-3mlHow&ust=1367388105955523


Case Studies


Case Studies: B2B


Case Study: Financing of Industrial Equipment

• The client is an international brand of Industrial Equipment (machines involving use of CNC component). They are planning to enter the Indian market and wish to understand the financing market prior to entering India. Basis this they would either enter India with their own financing business unit or tie-up with existing Banks/ NBFC. If they plan to enter India with their own financing unit they would like to get into financing of Light Commercial Vehicle (LCV) and Passenger Vehicles as well

Research Design

Objectives

Target Group• Passenger Vehicles, Commercial

Vehicles and Industrial Equipment• Consumers, • Loan providers (Bank, NBFC)• Dealers, • Collection Agencies

Sample Size• Qualitative: 109 IDI in Delhi, Mumbai,

Kolkata, Chennai, Bangalore, Kochi, PuneDeliverables• Understand the entire purchase process• Understand pitfalls (i.e. default rate, re-

possession etc.)

Qualitative In-Depth Interviews among various stakeholders in the loan process


Case Study: Market of Metal Working Fluids

• The client, is planning to enter the Indian market and at an overall level wished to understand the market of MWFs in India

Research Design

Objectives

Target Group• Production heads, plant heads

working in large size organizations• Users of MWF in their production

processes

Sample Size• N=100

Deliverables• How have MWF volume and intensity of use

changed in recent years and what are future expectations?• What factors are most important when

selecting a MWF manufacturer?• Which manufacturers are likely to gain share

vs. lose share in the near future?• How sticky are end user relationships?

QuantitativeA Qualitative study involving a 20 minute discussion was conducted telephonically. 100%

recording of the interviews was done


Case Study: Online Browsing Habits of IT Heads

• The client, wished to understand the online touch points wherein they can tap potential clients for their Enterprise level Hardware and Software such as Servers, Data Storage and back-ups etc. Thus, as part of the objectives, browsing habits of the IT heads was understood

Research Design

Objectives

Target Group• Top level IT decision makers above

the designation of AVP IT• Working in 1000+ employee company

Sample Size• N=30

Deliverables• General habits i.e. hours spent online etc.• Identified reason for visiting online both

general and specific to Enterprise level Hardware and Software Platforms used • Sites and platforms used to visit online and

relative ease in searching for information

QuantitativeA Quantitative study involving a 10 minute questionnaire was designed which was

administered telephonically. 100% recording of the interviews was done


Case Study: Market Landscape of Welding Products (B2B)

• The client, manufacturer of welding products was planning to enter the Indian market and thus required overall understanding of the industry

Research Design

Objectives

Target Group• C level purchase decision makers in

mid to large size industries such as construction, fabrication units, heavy manufacturing industries etc.• Leading distributors of the welding

equipmentsSample Size• Qualitative (n=80)

Deliverables• Understanding of the size of the industry

and the related growth trends• Distinct characteristics of the category• Key growth factors and barriers to growth• Competition’s market share, unique offering• Mapping the industry supply chain • Impact of brand from the consumer

perspective in the category

Qualitative As the study was exploratory and involved landscaping of the industry, Qualitative In-Depth interviews using face-to-face and telephonic methodology of approximately one hour each


Case Study: Mapping of Purchase Decision Process (B2B)

• The client is a manufacturer of personal computers and wished to enter the Small & Medium business (SMB) space and thus wanted to map the entire process of how the consumer makes the purchase decision

Research Design

Objectives

Target Group• Purchase decision makers in 20 to 100

employees and 100+ employees • C level employees of the PC

manufacturers and channel partnersSample Size• Qualitative (n=10)• Quantitative (n=600)

Deliverables• Triggers and barriers for purchase• Sources of information• Brands in consideration set, Brand imagery

and perceptions of its users• Influencing factors (WoM, Magazines etc.)

and influencers (vendors, peers/ colleagues)• Factors impacting purchase decision• Satisfaction with brands

QualitativeIn-Depth interviews were

conducted to better understand the behavior

QuantitativeFace-to-face quantitative

interviews were conducted


Case Studies: Automobile


Case Study: Car Clinic

• The client, a car manufacturer was planning to re-design its existing SUV in the Indian market and thus required understanding of their offering in terms of look and acceptance amongst the target group

Research Design: Since the client wanted the consumer to experience the real feel of the car, dynamic car clinic was proposed. A real client and competitor car was placed along with the client offering

Objectives

Target Group• Current Users and Intenders of client

brand in the age group of 25 to 55 years in Delhi

Sample Size• Quantitative: N=250

Qualitative: 6 FGD

Deliverables• Identified elements which most effectively

drives and strengthens purchase interest • Assisted in understanding the strength of

competitor car vs. the client car• Identified areas of improvement• Suggested optimum pricing strategy• Provided communication cues

Quantitative Evaluation Qualitative Focus Group Discussions


Case Studies: CPG


Product Usage by Respondent

Case Study: Home Usage Test (HUT)

Business ObjectiveThe client wished to test its new variant of Sanitary Napkin vis-à-vis competition

However, the client wanted a research design which provides “Quality” and “Verifiable” output

Daily Diary Filling by the Respondent

Filling up of Questionnaire

Collection of Used Sanitary Napkins

daily and storage in air-conditioned

facility

Very Unique

Research DesignSingle placement of two test products with rotational usage on alternate days

Objectives and Constraints

Physical respondent check and

accompaniment during product

placement

Physical Researcher back-check for diary

filling

Researcher accompaniment

during filling up of questionnaire

Analysis of the entire data across diary, questionnaire and

“used Sanitary Napkins”

Proj

ect S

tage

ANN

IK’s

Uni

que


Case Study: Home Usage Test (HUT)(Cont’d..)

Target Group• Females in the age group of 18 to 35 years who are housewife, working &

students in Delhi

Sample Size• Quantitative sample size (n=300)

Deliverables• Measured the level of acceptance of the proposed product offering among the

target segment• Assess the performance of the proposed product offering on key parameters• Identify the areas of improvement in the proposed product offering• Assisted in understanding the price (range) that consumers will be willing to pay

for the proposed product offering

High Quality and Verifiable Research Solution

“I am struggling with the research capabilities in other countries at this moment ……Gosh, I wish you have your office in Egypt. I am having so hard time dealing

with the data obtained there, so many wrong inputs..I am fed up”


Case Study: Retail Shopper Study

A cosmetics brand was interested to understand the buying behavior of the consumer at the retail outlet level

Research Design

Objectives

Target Group• SEC A, Females of age 18 to 45 years;

purchasers of range of cosmetics in modern and traditional retail outlet

Sample Size• Qualitative : n=20; Quantitative:

n=300 in Delhi & Mumbai

Deliverables• The factors impacting choice of stores• Understanding of the in-store influencers• Hierarchy of factor impacting choices made

in-store• Impact of in-store display and promotion• Impact of the sales person on the decision

Qualitative Vox PopObserve the shopper at the store without intervention

QuantitativeExit interviews among those

purchasing the target products


Case Study: Usage & Attitude (CPG)

• The client is a leading global brand of hair coloring products had presence only in the hair dye segment in India and was planning to launch its hair coloring products as well in India. Thus they wanted to understand the Indian market holistically in terms of the usage and practices involved in the hair coloring among urban consumers

Research Design

Objectives

Target Group• SEC A, Males and Females of age 18

to 55 years; working, housewives, and students

Sample Size• Qualitative: 10 FGD; Quantitative:

N=600 in Delhi and Mumbai

Deliverables• Attitude towards hair dye and hair color• Various brands and products used and their

method of application• Usage behavior such as frequency of

product use, frequency of product purchase• Brand imagery and perceptions of its users

Qualitative Focus Group Discussion

(FGD) conducted at a central location

Quantitative Face-to-face quantitative interviews conducted at

respondent’s house


Respondents recruited for Peer Dyads

followed with an observation for the entire

day

Researchers follow, observe

and video-graph respondents,

including when they are getting

ready in the morning

At the end of the day,

researchers discuss their observations and conduct

Peer Dyad interviews

The new product offering

is placed for one week and followed with a Dyad interview

at the end

Case Study: Ethnography

• The client was planning to launch male twin shaving blade for lower strata of the consumers and thus was interested to understand the male grooming habits and also fitment of shaving in the entire grooming regime• Product experience with the new product – ‘ Moments of Truth’

Research Design

Objectives

Target Group• SEC B,C, D Males in life stage of

college going, young adults and married adults• Users of double edge shaving blade Sample Size• 12 dyads were conducted in Ujjain,

and Coimbatore

Deliverables• Importance of male grooming and fitment

with the concepts such as Macho, Intellect .. • Attitude towards male grooming. • Role of shaving in the entire grooming

habits • Moments of truth post using the client’s

new product offering


Case Study: Market Landscape of Retail Tea Market(CPG)

• One of the India’s largest tea brands at the regional level was planning to enter the Delhi market. Thus the client wished to understand the retail market for Tea in Delhi as a part of launch strategy

Research Design

Objectives

Target Group• Store owners and store managers of

Traditional retail format and Modern retail format stores

Sample Size• N=360

Deliverables• Highest and least selling brands and SKUs• Stocking and quantum stocked of the

Brands, SKU, and its variants• Sale volume of brands• Margins being offered to retailers• Cyclicality of sales

QuantitativeA Quantitative study was designed which involved conducting interviews among the

owners/store managers of various formats of retail outlets


Case Studies: Durable Consumer Goods


Case Study: Customer Satisfaction for a Durable Goods Manufacturer (DCG)

• A leading brand of Durable Goods manufacturer was interested to measure its customer’s level of satisfaction with its team involved in installation of new products and repair of old products

Research Design

Objectives

Target Group• Those purchasing a product in last 1

month• Those requesting service and repair

of their product in last 1 monthSample Size• Qualitative: n=50• Quantitative: n=1500

Deliverables• Level of satisfaction with the brand• Determined attributes influencing

satisfaction• Used NPS (Net Promoter Score)

Qualitative Telephonic In-Depth

InterviewsQuantitative

Telephonic interviews


Respondents

recruited for central

location

All 13 features exposed

rotationally to all the

respondents

Respondents rank the

Top3, Bottom2

and Middle8 features

Detailed evaluation

of Top3 and Bottom2 features

Case Study: Concept Test (CLT) of Microwave Oven

Business ObjectiveThe client wished to identify the winning feature out of 13 features of Microwave Oven at concept level

However, the client wanted all 13 features to be evaluated by all the respondents

Research Design

Objectives and Constraints

Target Group• SEC A, Married females and couples

of age 25 years to 45 years who are Intenders and owners (regularly cooked main dish) of Microwave oven

Sample Size• n=360 in Delhi, Mumbai, Chennai and

Kolkata

Deliverables• Identified winning features• Understood relative importance of features• Level of acceptance of the concepts • Performance of concepts on key parameters• Areas of improvement in the concepts• PSM for the additional features


Case Study : Retail Shopper Study for Flat Panel TV

A flat panel TV brand was interested to understand the buying behavior of the consumer at the retail outlet level and also understand the impact of salesman on the purchase decision

Research Design

Objectives

Target Group• SEC A, B; purchasers and decision

makers of flat panel TV in selected retail outlet

Sample Size• Qualitative : n=20;

Quantitative: n=1200 in Delhi, Mumbai, Ludhiana, and Chandigarh

Deliverables• The factors impacting choice of stores• Understanding of the in-store influencers• Hierarchy of factor impacting choices made

in-store• Impact of in-store display and promotion• Impact of the sales person on the decision

Qualitative Vox PopObserve the shopper at the store without intervention

QuantitativeExit interviews among those purchasing the flat panel TV


Case Study: Feasibility Assessment Study (DCG)

• Client wished to assess the feasibility of stocking small goods (hair dryer, shaver etc.) of other brands at its exclusive outlets. The client is one of the largest MNC durable good brand in India

Research Design

Objectives

Target Group• Owners of the retail outlets of client’s

exclusive stores spread across India• Exit interviews among consumer’s

visiting the client’s exclusive outletsSample Size• Retailer Quantitative: N=65 in 10

cities of India• Consumer Quantitative: N=1000 in 10

cities of India

DeliverablesRetailer point of view• Acceptance of the concept of selling other

brand products in the client’s exclusive brand outlet

Consumer point of view• Understand the drivers for visiting different

types of outlets • Acceptability of non-client products in

client’s exclusive outlets

QuantitativeFace to face Quantitative Interviews


Case Studies: Healthcare


Case Study : Concept Test of a Television Advertisement

A leading Indian manufacturer of (Diclofenac Sodium + Paracetamol) tablet wanted to test 3 advertisement concepts of its planned Television advertisement being developed for the Indian market at conceptual level. The study aimed to identify the winning concept which the client can take forward to create the advertisement

Research Design

Objectives

Target Group• SEC B, C, D, Males and Females of age

25 years to 40 years and involved in laborious employment• Decision makers and self-purchasers

of the pain killersSample Size• Quantitative (n=360) and Qualitative

(n=36) in Delhi, and Kanpur

Deliverables• Identified the winning concept• Relative ranking of the concepts• Measured the level of acceptance of the test

concepts• Assessed the performance of the concepts

on key parameters and identified areas of improvement in the concepts• Price Sensitivity Measurement (PSM)

Quantitative + QualitativeTo understand the 3 concepts, Quantitative study was designed to test all these concepts in a

Central Location followed by a short qualitative in-depth interviews


A leading orthopedic implants manufacturer wished to understand how physicians perceive the key messages delivered by its sales representatives for its trauma products.

Research Design

Objectives

Target Group• Tier 1 and Tier 2 physicians of the

client spread across 6 cities in India and have been detailed at-least once in the last two weeks

Sample Size• N=200 physicians in Delhi, Mumbai,

Lucknow, Kolkata, Chennai and Bangalore from the client’s target list

Deliverables• Evaluated the content of the messages

communicated by measuring recall• Assessed response to these messages on

believability and relevance• Determined prescribing intent to gauge the

potential impact of sales presentations• Assessed how the key messages are

received relative to those of the competitors

QuantitativeQuantitative study using face-to-face methodology

Case Study : Sales Rep Message Recall Study


Case Study : U&A and Communication Evaluation

A leading global player of disposable syringes wanted to understand Usage & Attitude towards disposable syringes. The study also entailed evaluating a new communication and a new line of product at the concept level

Research Design

Objectives

Target Group• GPs owning independent clinic ~

upto a 50 bed hospital, and quacks

Sample Size• 6 mini-groups among GPs & 8 IDIs

among Quacks • In Mumbai & Lucknow.

Deliverables• Assessed the potential for the disposable

syringes and the challenges therein• Explored the process of treating the patients

and thereby understood the role, importance and practices in usage of syringe• The physicians’ current understanding and

awareness of the disposable syringe players • Measured the level of acceptance of the test

concepts and identified improvement areas

QualitativeA qualitative study was designed to understand the issue at hand by conducting Mini-groups

in a CLT and In-Depth interviews at the doctor’s clinic


Case Studies: Mystery Shopping


Case Study: Retail Shopper Study

A leading retail chain in home lifestyle and re-modeling store wished to ascertain the level of service quality at its outlets

Research Design

Objectives

Target Group• The client and competitor retail

outlets retailing home lifestyle products and re-modeling services

Sample Size• N=30 in Delhi, Mumbai, Lucknow,

Pune

Deliverables• Measure visibility of products & promotion• Measured service quality across various

customer touch points • Understanding of promotions & products• Measured compliance of organizational

policies

Basis the above objectives a Mystery shopping exercise was conducted


Case Studies: Media


• To understand the needs from a newspaper amongst the Hindi daily readers in Uttaranchal for launch of a Hindi daily of a reputed national media house

Research Design

Objectives

Target Group• SEC A, B, C• Readers of Amar Ujala, Dainik Jagran

& other daily locals

Sample Size• Qualitative FGD 10

Deliverables• What is the current daily news providing to

the readers? • Assessment of the need gaps were done to

design the content of the newspaper ? • Role of product promotions and its

assessment in the growth of newspaper? • Assist the client in devising the positioning

platform for the hindi daily

QualitativeQualitative Focus Group Discussions (Involving 8 people per group)

Case Study: U&A for Hindi Daily Newspaper


Client Testimonials


For Any Queries, please get in touch with us at:

Kapil KalraSenior Project Director

[email protected]: +91-124 418 4412Cell: +91- 98111 72400

mailto:[email protected]