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Caselet 1

Client: A leading FMCG company based out of South India

Category: Personal Care - Sanitary napkins

Requirement: Product purchase pattern linked with packaging communication

Time frame: 4 days

Client interaction methodology: Written brief and direct interaction

The case: Client has recently entered into the sanitary napkins market and wanted to understand the perceptions of the target segment

• Understand the buying behavior and pack information dissemination
• Attitude towards brand/variant change

Methodology of approach:
• Focus group and depth interviews amongst young women & their mothers living in semi-urban and rural areas
• Competitor packs of players in the category such as Whisper, Carefree, Stayfree, She etc were compared with the client’s product

• The findings very clearly traced the planned buying behavior and the possibilities of changing it at the outlet.
• Identified reasons for purchase of specific brand & variant
• Determined the factors influencing brand loyalty

CCG’s Recommendation:
• Additional benefit to be offered in the sanitary napkin that would minimize the product Gap
• List of elements/information to be incorporated on the product packaging that would entice the Target segment

Caselet 2

Client: A start-up sports company

Category: Sports

Requirement: Concept Feasibility Study

Time frame: 4 days

Client interaction methodology: Written brief and direct interaction

The case: The client proposes to establish an open-to-public indoor sports facility in Chennai and thus needs to determine the market potential

• Understand the need for an indoor sports venture
• Services expected from an indoor sports facility
• Determine the pricing levels

Methodology of approach:
• Interviews with 300+ professional & non-professional sportspersons
• Depth Interviews with Sports Coaches

The chennai market seemed to be absolutely inclined towards the indoor sports facility concept proposed by the client

CCG’s Recommendation:
• Classification of expected features based on importance level
• Potential locations in Chennai for setting up the venture
• Pricing levels that would result in maximum market share
• A scalable Business Model


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  • Caselet 1
  • Caselet 2

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