grail research overview – india capabilities

Grail Research Overview – India Capabilities November 2009

Our Clients’ World

Our clients seek insights into dynamic, amorphous, and complex issues Clients recognize the importance of broad changes in their environment,

but often cannot articulate what information or insights, or even which issues within a broad topic, would be useful

| Copyright © 2009 Grail Research, a division of Integreon November 2009 3

In A New World, A New Model For Answers

Cost-effective

Data rich

Analytical

Personalized

Insightful

Rigorous

Immediate, global, and concise

Combine the best elements of strategy consulting and market research – and improve them

Strategy Consulting Market Research


Serve Different Stakeholders With Custom Services

Corporate Center

Sales and Marketing Services

Business Units

Business Units

Business Units

Support highest stakes decisions for board members, CEOs, M&A, and Corporate Strategy groups with concise answers

Provide strategic research to drive new product and new market growth of business units and product groups

Support sales and marketing professionals with ongoing market and competitive intelligence insights

Section I

Introduction to Grail Research


Office location

Countries where we have conducted research

Who is Grail Research?

Grail Research provides organizations with accurate, succinct answers to their most important business questions Global firms rely on Grail to deliver market intelligence required

to make strategic decisions that support business growth Common client themes include entering new markets,

launching and enhancing products, making acquisitions or strategic investments, unseating competitors, and more Grail Research was founded by Monitor, one of the world’s

leading business advisory and investment firms with US $2Bn+ in assets under management and over 1,000 professionals in 25 offices around the world

Grail’s global capabilities include conducting research in 110+ countries and 35+ languages


How are we Different? Focus On Answers

Question Analytical Plan

Research Rigorous and consistent

Triangulation: secondary, experts, surveys

Insights Clear “so what’s”

Context to make data meaningful

Presentation Concise

Powerful graphics

Synthesis Simple but not superficial

Answer

Reframe business need as a research question

Know why the question is being asked

Weigh the importance of the question

Identify the audience Confirm that the right

question is being asked Determine whether the

question can be answered

Articulate nuanced summary in 1-2 pages

Ensure approach meets the required burden of proof

Extract logical conclusions Explain the non-obvious insights

Provide visual metaphors to make insights from data intuitive and easy to grasp

Address the underlying need behind the initial question

Highlight and explain findings that are surprising, new, or provocative

State what remains unanswered

Leverage for future value


How are we Different? Research Capabilities Customized to Each Client

We have invested heavily in a broad and deep set of capabilities and we combine them as needed for each engagement

Question Answer

Analytics

Primary

Meta-analysis

Networks

Observation

Access thousands of subject matter and industry experts as interviewees and project support

Leverage technology and proprietary approaches to gain insight from customers and buyer influencers online media usage (e.g.: blogs, discussion forums, etc.)

Distill large volumes of disparate publicly available materials and client reports with insight generating proprietary approaches (e.g.: ScanalyticsTM)

Deliver deep consumer insights from extensive experience in primary research, specifically related to brand, advertising, and marketing mix

Provide ongoing insights from transaction data (e.g.: CRM systems, loyalty card databases, etc.)

Section II

India Experience and Capabilities


India’s diversity presents unique research challenges that we understand and help clients navigate

India Research Challenge Grail Research Capability

Deep understanding of local information sources and network of relationships that enable access to primary sources of information

Addressing the scarcity of information on private companies 4

1 Extensive experience across industries in leveraging our research methodology in addition to the knowledge of appropriate cultural conventions

Understanding the diversity in local behavior and business environment in India

3 Untangling the complicated, multi-level regulatory environment

Experienced insiders know how to find the right people to get critical information quickly

2 India-based team with multilingual skills and deep local knowledge can interview industry contacts and analyze all sources

Navigating language complexities across various regions

India Experience and Capabilities Understanding Research Challenges


Our team has completed more than 20 projects on the Indian Market in the last 2 years

Grail has experience in India across a number of industry sectors. Some of the notable sectors where we have developed domain-specific expertise and capabilities include: Food and Beverage / FMCG Travel and Tourism Services Aviation Telecom Industrial Products

Vast Industry Expertise 1 Grail has completed various types of research projects in the country involving both primary and secondary research methodologies. These include:

Market Study and Analysis

Industry / Company Profiling

Benchmarking Study

Value Chain Analysis

Customer Segmentation

3 Comprehensive Research Capabilities

With extensive experience across India, Grail has developed strong ‘India focused’ research capabilities: Conducted projects in leading metro

cities Strong ‘region-specific knowledge’

including deep understanding of region-specific information sources and access to regional experts

2 Expansive Coverage

India Experience and Capabilities Overview of Our Credentials


For a leading Japanese cosmetics manufacturer, identified potential acquisition targets by filtering players that met the client’s criteria and profiling the capabilities of the shortlisted players

For a European liqueur brand, provided an overview of the Indian alcoholic beverages market and conducted focus groups to better understand Indian consumers, their lifestyle and their interaction with alcohol

Assessed the impact of the deregulation of the Indian aviation sector by analyzing changes in official statistics on aviation and tourism before and after deregulation

For an industrial products company, analyzed the Indian micro-irrigation market and identified potential states where the client might want to start operations

Analyzed the current state of the Legal, Tax and Regulatory (LTR) information services market in India. The study included a market overview, competitor analysis and customer usage pattern analysis

For an Asian telecom company, profiled existing mobile network operators in India and compared the mobile plans offered to consumers

India Experience and Capabilities Types of Challenges We Have Helped Clients Address

India Entry Strategy

Market Overview

Competitive Intelligence

Potential Partnership/Acquisition

Targets

Customer Preferences

Regulatory Environment

Grail Research has helped global clients understand and analyze the Indian market


India Experience and Capabilities The Right Mix of Skills to Serve Clients

Our management team, with extensive strategy/business consulting experience, leads a seasoned team of research specialists, research generalists and external partners

Research Analysis

Project Management

Client Engagement

Information Technology

Visual Information Presentation

Telecom

Consumer Products

Government

Oil and Energy

Financial Services

Life Sciences

Real Estate

Industrial

Business Services

Proprietary Database Search

Qualitative Interviews

Survey Writing / Programming

Quantitative Analyses

Panel Providers (for customers and experts)

Field Research Partners

Language Experts

Senior Management from Strategy Consulting

Hundreds of Associates in Delhi

Access to Thousands of Specialists and Partner

Organizations + +

Specialized Industry and Technical Experts

Roles Industry Experience Specialized Skills


Leveraging Our Local Networks

Research Partners Network

Strong research vendor relationships across different regions of India

Capability to conduct qualitative interviews (in-depth/ expert interviews) and quantitative surveys across the region

India Experience and Capabilities Leveraging Our Local Networks

Language Experts Network

Access to language experts who help us conduct high quality research across different languages (English, Hindi, Punjabi, Bengali, Assamese, Marathi, etc.)

Rigorous process to track the performance of each language expert partner. Process includes regular feedback to help them improve in all research-related areas

Professional Network

Grail has access to the wide industry network that Monitor has in India (Monitor has been in India for around x years and has built strong local network with senior

Our wide network ensures we provide accurate and insightful answers to our clients’ strategic research questions

The Grail team has a wide personal and professional network in India, that includes former colleagues, classmates and professors from some of the leading companies and academic institutions in the region

Through our 3+ years of conducting research in the region and our relationship with Monitor, Grail has access to a broad network of industry experts and senior opinion leaders


Our talented India team earned degrees from world class institutes

India Experience and Capabilities Our Team’s Background

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Section III

Case Studies


Analysis of Indian Alcoholic Beverages Market (1/3)

Client Objective: A European liqueur brand was evaluating their positioning and development strategy for the Indian market and needed help quantifying the market potential for their high-end brand and gaining a richer understanding of Indian consumers and their alcohol consumption patterns

Grail Research Approach: Supported the client’s insight needs through two distinct research and analysis efforts:

Assess the current and future market potential for the client’s beverage

Gathered market intelligence and insights on emerging trends from publicly available information sources,

interviews with industry experts and site visits to quantify the current and future potential market opportunity for the

client’s brand

Organized and conducted focus groups with consumers and bartenders to learn about the consumption patterns,

beverage choices and brand perception of various consumer segments

Develop a richer understanding of the preferences and lifestyles of Indian

alcoholic beverage consumers to inform marketing and distribution strategies

Phase 1: Market Potential Phase 2: Consumer Study

4 weeks 4 weeks


Analysis of Indian Alcoholic Beverages Market (2/3) Phase 1: Market Potential

Conducted research using publicly available

information sources to gather information on

market size, competition, pending legislation, etc.

Used in-house expertise and research to provide

PEST analysis and overview of industry and

public affairs in India

Held conversations with industry experts and

conducted retail visits to validate data and uncover

emerging trends

Delivered findings to the client and discussed

potential approaches for addressing the market

opportunity

Client Objective: A European liqueur brand was evaluating their strategy for the Indian market and needed help quantifying the current and future market opportunity for their high-end brand

Grail Research Approach: Gathered market intelligence and insights on emerging trends from publicly available information sources, interviews with industry experts and site visits to quantify the current and future potential market opportunity for the client’s brand

3 weeks 1 week


Analysis of Indian Alcoholic Beverages Market (3/3) Phase 2: Consumer Study

Synthesized results and identified patterns and

insights that were relevant in the context of the

decisions the client needed to make

Discussed findings with the client and shared ideas

for capitalizing on opportunities in light of the findings from this and prior

research

Worked with the client to plan and organize focus

groups with various consumer segments and

bartenders in 3 cities

Conducted in depth focus groups to better

understand consumer lifestyles and consumption

occasions, choices and preferences

Client Objective: A European liqueur brand needed to better understand the preferences and lifestyle of Indian consumers to inform growth objectives and marketing and distribution strategies

Grail Research Approach: Organized and conducted focus groups with consumers and bartenders to learn about the consumption patterns, beverage choices and brand perception of various consumer segments. Then assimilated and delivered findings in the context of prior research and the client’s pending decisions

1 week 2 weeks 1 week


Calculated current and future addressable market size; validated approach, assumptions and findings

with industry experts

Gathered data on the highly-fragmented

luminaires industry and on the supply and unit

structure of the housing market in Indian cities

Leveraged consumer market studies and population data to identify and size

relevant consumer segments

Delivered concise, validated answers to the client in 5 business days;

provided support on follow-up questions

thereafter

Indian Luminaires Market Opportunity Client Objective: A global consumer company that was a relatively new player in the Indian luminaires

market urgently needed to know the size of the market opportunity to help guide strategic decisions Grail Research Approach: Quickly gathered information from available sources to quantify the current

and future addressable market opportunity in this highly-fragmented, rarely-studied industry

1 week


Acquisition Targets in the Cosmetic Industry

2 Days 1 Day

Discussed relevant findings with the client to help make strategic decisions about

investment targets to pursue

Identified ~30 skin care and cosmetics companies that met the client’s

screening criteria; collected data for each on key parameters, including market capitalization and revenue

5 Days

Executed a deep-dive analysis to profile the product portfolio,

manufacturing locations, geographical presence, and

financial performance of each company

Client Objective: A major cosmetics company in Asia-Pacific was considering an investment in the Indian cosmetics industry and needed help identifying acquisition targets

Grail Research Approach: Worked closely with the client to define screening criteria and systematically identify and gather detailed financial and operational information about potential acquisition targets


For More Information Contact:

Grail Research ([email protected])

Copyright © 2009 by Grail Research, a division of Integreon

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means — electronic, mechanical, photocopying, recording, or otherwise — without the permission of Grail Research, a division of Integreon

grail research overview – india capabilities

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