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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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 4
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 6
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 7
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 8
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 10
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 11
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 12
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 13
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 14
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 15
Our talented India team earned degrees from world class institutes
India Experience and Capabilities Our Team’s Background
Section III
Case Studies
| Copyright © 2009 Grail Research, a division of Integreon November 2009 17
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 18
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 19
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 20
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 21
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
| Copyright © 2009 Grail Research, a division of Integreon November 2009 22
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