Market Structure and Segment Analysis helps companies in:

• Developing and accessing new markets
• Introducing new products into markets
• Repositioning existing products or identifying gaps in the market place with strong sales potential

The analysis provides companies with several key strategic marketing insights:

• The strength and weakness of brand owned by clients in comparison with the competition
• The important aspects of brand image
• Visualization of repositioning the brand owned by our clients and impact of this on market share
• Exploring the opportunities for extending the product line or introducing completely new products
  

Case Studies
Market Study for Parcel Traffic - Container Corporation of India Limited The main objective of the survey was to study the nature and volume of parcel traffic on major routes from Delhi (such as Kolkata, Chennai, Mumbai, Bengaluru, Guwahati and Hyderabad). A detailed survey was conducted among the manufacturers, traders, logistics companies and carry and forwarding agents. The industries covered were classified as “large and medium” and “small” industrial units. Market Segmentation was done on the basis of service quality required and price charged. Transit time and frequency requirement for each route was also studied. The major agencies providing these services by road, major parties whose cargo is moving in large quantities on each route and marketing channels through which these services operate / can operate were also identified. 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
Market / Marketing Analysis and Formulation of Strategy for the Development of Seven Clusters in Kerala - Foundation for MSME Clusters A benchmark study of clusters involving market / marketing analysis was conducted in seven clusters of Kerala. The scope of work also included formulating strategy for the development of these clusters. Marketing analysis included validating the product value chain, current supply chain, customer satisfaction and perception survey, analysing and evolving marketing and branding strategies, measuring relative sales growth and future changes in product market, identifying international / benchmark market needs and target market segments. buy levitra online
Feasibility Study for Setting Up New Petrol Pumps at 18 New Locations for One of the Navratnas – RMSI Pvt. Limited The client wanted to evaluate the potential for setting up fuel retail outlets at 18 locations. This evaluation process basically consisted of two phases: (a) evaluating the potential business volume; (b) understanding the consumer behavior. The exercise also aimed at identifying and evaluating travel related value added services that could be offered at the outlets. Non-petroleum products offering at retail outlets are particularly important in today's scenario of stretched profits margins in the petroleum products sales. Non-fuel products have the potential to significantly contribute to the top line as well as bottom line of the retail outlets. The objectives for the study could be broadly defined as following: To assess the potential for selling motor fuels at identified retail outlet locations. To understand consumer behavior in terms of fuel buying behavior and retail outlet selection. To assess consumer preferences for value added services and travel related facilities (TRF) including lodging facilities to be provided at retail locations. To identify suitable partners to handle the TRF part of the business. The study was conducted in three stages: Traffic survey Sales volume estimation Consumer behaviour understanding This study gave invaluable guidance to the client in terms of deciding the locations for opening fuel stations and providing specific travel-related facilities unique to each of the locations. buy levitra online
Finalization of Strategy and Action Plan for Rural Initiatives - IBP Co. Limited Erstwhile IBP (now merged with IOCL) had a vast network of rural retail outlets. The study was conducted to identify products/ services that could be offered at these retail outlets as value added services and to estimate sales projections for identified products/ services. On identifying products/ services, brands/ agencies were identified for franchisee tie-ups/ alliances. MDRA made a 3-D assessment of the potential by way of Market evaluation, Industry analysis and Retail Outlets' competency mapping. Based on this, a unique Rural Opportunity Index (ROI) was prepared at district and state-levels. buy levitra online
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