DEL Analysis (Defection and Leakage Analysis – MDRA proprietary) has been developed by MDRA to:

• Analyze why people defect to a competitor brand after using a product
• Identify key factors involved in such defection
• Analyze the gap between perceived benefits and benefits offered by a product
• Identify why customers leak out in the middle of their purchase process
  

Case Studies
Diagnostic Study on Dropping Sales of a Particular Model of Motorcycle in UP The client was experiencing stagnant sales in certain markets. MDRA was approached to design and carry out a diagnostic study to bring out the underlying factors and suggest measures to improve sales. Quantitative as well as qualitative modules were used to carry out the study. The study tried to find out loopholes in all the dimensions of the marketing i.e. Product, Promotion and Place. Since MDRA already had a lot of quality information on product aspect, this study specifically measured Place (Distribution) and Promotion related loopholes.   The study highlighted that brand did not significantly figure in the consideration set. The study also assessed the impact of competitor brand on the client’s brand. Inputs were provided on promotion and sales strategies of the competitors. The impact of certain schemes like the passport scheme was also studied in detail. The study was able to identify problem areas and provided inputs to formulate sales strategy in the region. It also provided inputs for designing promotional campaigns. buy levitra online
Leakage Analysis The major concern for the client was that though interest for its product was growing, it was not resulting in sales. Increased enquires could not be converted to increased sales. The company wanted to know why the customers were dropping out after initial enquiry and at what stage the customers decided to drop the product from their consideration set. MDRA had designed a unique approach to find out the stages of leakages between enquiries and sales and the reasons for this defection. buy levitra online
Understanding Rural Customers in the Catchments for a Large Format Retail Chain- Hariyali Kisaan Bazaar (DSCL) At the time of the retail revolution, Hariyali Kisaan Bazaar (HKB), large format rural retail stores by DSCL group wanted to expand its rural retail outlets across the country. The research was conducted to understand the differences in expectations of the rural consumer segments – viz. Farmers vs. Non-farmers. This study also aimed to ascertain the buying behavior, spending patterns, expected product baskets, problems from current purchase points, views on current nomenclature and understanding about existing large format retail stores. Based on the inputs of this study and success of strategies recommended by MDRA, similar studies were conducted at many other places in the country buy levitra online