It happens in most of our lives that what looked like a bad event or a decision a few years back actually doesn't seem like that bad an event or a decision today. Similarly, what looked like a great decision or an event a few years back doesn't seem like that great a decision or …
Importance of question sequence in MR questionnaire design
One of the most important aspects in designing a market research (MR) questionnaire is the sequence of the questions. Each question that you ask poses a potential danger to sensitize or condition the respondent, and thereby bias the respondent in the subsequent questions. One example is that asking a question like ‘Have you heard of Brand …
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How the visibility budgets are used for price undercutting in FMCG?
If you speak to any Territory Sales In-charge or Manager (TSM) of a large FMCG company, they are going to mention one huge problem called price undercutting that affects their daily work. In an earlier post, I have written about how the wholesale trade leads to price undercutting. In this post, I am going to write about …
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Why the team means more than the idea in a start-up?
Ideas are a dime a dozen, at least in the start-up world. Paul Graham once said that ideas mean something, but execution means far more. He also said that if he provided the entire idea to a team and the team executes the idea, he would still be entitled to less than 10% of the company. …
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The Smartphone Boom in India
India has about 600+ million mobile phone users with about 800+ million subscriptions (SIM Cards base). About, 60% of these users are in Urban India. Now, imagine converting all those mobile users to smartphone users. Thanks to its population, India is a huge market for smartphone manufacturers. In the coming 2 years, smartphone manufacturers look …
How start-up equity dilution works for Founders and Early Investors ?
Startups typically have three broad ways of funding their companies. They are incubators/accelerators, angel investors, and venture capitalists (institutional investor). Generally, Incubators and Accelerators help the start-up team to set-up the company, and shape the start-up's Go-To-Market strategy. This article is limited only to explain how the equity dilution works and won't get into the …
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Analysis of New Triers, Repeaters, and Lapsers of a Brand – ecommerce and fmcg
At any period of time, the consumer base of a brand is comprised of two sets of buyers: New Triers, and Repeat Purchasers. The terms are self-explanatory. To put it simply, Repeat Purchasers are consumers (or households) who repeated the purchase of the brand, and New Triers are consumers (or households) who bought the brand …
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How Price Undercutting happens via Wholesale Trade?
Wikipedia defines price undercutting as: 'Price cutting, or undercutting, is a sales technique that reduces the retail prices to a level low enough to eliminate competition'. It is obvious that price under-cutting happens mostly to boost volume sales. This article is about how undercutting works in the context of Indian FMCG. Brief Overview of the …
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3 Most Common Fallacies in Our Everyday Decision-Making
Occasionally, we all get into a situation where we have contrasting opinions about two individuals, even when we don’t have any contextual evidence to prove it. We all fall prey to these mistakes in our everyday decision-making. Based on my observations, I want to share with you what I think are the three most common …
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Belief System – Our Comfort Zone
Almost all human beings, except a few, are nothing but a set of belief systems. We develop our own personal system of beliefs. We all interpret the world with our own set of belief systems. Our belief systems shape our reasoning and behavior. 'What you believe' comes first and it leads to how you feel …
What is changing in the television experience?
People are no more watching television in the same way they used to watch television five years ago. Today, most viewers are using their smart phones and tablets while watching television. These devices are called second screens, as viewers are using these devices as a companion while watching the primary screen or the first screen - Television. If the television content …
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Please Stop Complaining About How Busy You Are
This is a blog post from Harvard Business Review Blog Network and it is written by Meredith Fineman. I am re-blogging this post as I felt the article is spot-on and it is relevant to all our lives. The post starts below.We’re all just so “busy” these days. “Slammed” in fact. “Buried.” Desperately “trying to keep our …
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The buzz about Twitter, TV, and Nielsen
What is Twitter for TV ? Historically, TV viewers have always liked to discuss and debate about TV shows. People always talked about that particular cricket shot, actor, and that movie scene as they watched TV in their drawing rooms. But, the discussion was traditionally limited (geographically) to people inside the room. Twitter for TV allows you to tweet your ‘talk’ …
Entertainment in Television Advertisements
As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient. Communication: Command Attention (Clutter breaking) -> Be Relevant This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the …
E-commerce in India
As per IAMAI, the current number of Internet users in India is around 150 million users (~50 million in Rural) growing at a CAGR (2010-12) of 40%. This number is expected to grow to around 300-350 million by 2015. This means 30% of India is online covering most of the Urban India, which is where …
Choice based Conjoint (CBC) and Brand Price TradeOff (BPTO)
Choice based Conjoint Choice based Conjoint (CBC) is a research technique based on the observation that consumers always choose products among a set of products in the marketplace, and a simulation of it is the closest to the real consumer behaviour. CBC is a technique wherein the respondent is shown a set of concepts (with …
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The Modern Trade Consumer in India
With increased exposure to global brands, latest internet communications, and desire for better lifestyle, the consumers today are looking to use the global, trendy, life-style oriented products and are demanding more in terms of the shopping experience, simplicity, quality products, and value. The evolution of Modern Trade is just meeting the demands of these consumers …
Wholesale market in India
Wholesellers are none but middlemen who buy products from distributors (wholesale/retail) and sell them to retailers. In most cases, the retailers come to the wholesellers to buy products to replenish their stock. However, wholesellers may also sell to end consumers, but such sales are minimal. In the Indian FMCG market, we have broadly two types of wholesellers: 1. …
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