MART:Comprehensive End to End Solutions in Emerging Markets

8/8/2019 MART:Comprehensive End to End Solutions in Emerging Markets

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MART

A-32, First Floor, Sector 17, Noida


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MARTProfile

&Work

Ares

Research

Too

ls

Research

Assignments

Strategic

Roles

ClientList

ContentsLayout of Presentation


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MART

Comprehensive End to End Solution in EmergingMarkets


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MARTA Brief Profile

Established in 1993 MARThas emerged as Indiasleading Emerging MarketsConsultancy Firm

Unique organizationworking both in Corporateand Social sectors

We provide end to endsolutions

Team of 50 professionalshaving all India presence


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Healthcare Agribusiness

TelecomBanking &

Finance

Livelihoods

FMCG &

Durables

Core Sectors of WorkAreas In Which We are Working


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ResearchDiagnosis of Business Problem through user centric

method.

Strategy

Developing 4 Ps strategy for Effective Decision Making

Piloting

Demonstration of strategy through incubation incontained geography

Scale Up

Strategic implementation in large geography evolvingsustainable business models

Training

Rural Sensitisation, Capacity building and Handholding

Our Services PortfolioDescribing Our Work Flow


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Our Research Tools

Understanding the Rural Audience


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User CentricNew Approach in Rural

Market Research Rural respondents being less literate cannot respond to numeric

measurement scales used in urban research

They display strong association with colors/visuals

MART has developed a set of appropriate research tools and

techniques (PRA) to induce community participation and accuracy ofresponses

Resource Map

Leads to

understanding

profile ofconsumer &

community

behaviour

availability of

commercial and

social

infrastructure...highlighting

need

gapstherefore

opportunities


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PRA Tool ApplicationThe Activity Clock

Maps the economic &social activities in

daily life identifiestime windowavailable for

communicating withconsumer


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Understandinglinkages

with service provider& quality of

accessmappingperceptions

identifying need

gaps

PRA Tool ApplicationThe Needs Assessment Tree


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Research ToolsApplication of Dyad & Triad

Rural life revolves around community which influencesthe individuals buying decisions. For a high involvementproduct, several persons can be involved Initiator

Influencer Decider Buyer User

Thus in-depth interview of an individual does not capturebuying process fully. To understand the buying ecosystem and roles of

different people, Dyad, Triad or a mini group is necessary


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Research AreasWhere Do We Focus

Knowledge, usage, attitude and practices

Consumer behavior

Product development

Brand study

Demand estimation

Rural distribution

Testing communication materials

Impact Study


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Research Assignments

Description of key assignments in the research area


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Intel, US

Ethnographic Research

Objectives Technology with relevant solution for the consumer. Need to scan rural environment to identify need gaps and

pain points and opportunities

Research Methodology Ethnography Study Live in the rural environment Observe daily life of men, women and children

Study associations, aspirations, attitude, interest andopinions

Opportunities Identified Education, Health and Entertainment


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John DeereOpportunity Mapping

Objectives John Deere worldwide operated in over 50HP category and in India sub 35 HP

contributes the major market. Understanding purchase behavior of sub 35HP tractor owners in North India Understanding the marketing mix to be used for such a segment. To assess the opportunity to enter this segment with a new product.

Research Methodology Qualitative Study using PRA Live in the rural environment Study associations, aspirations, attitude, interest and opinions Followed by Quantitative Study

Outcomes Opportunity of sub 35 HP tractors Marketing Mix


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Tata IndicomConsumer Needs Assessment

Objectives Tata Indicom wished to enter the rural market with specific

telecom products and services.

For this purpose Tata Indicom wanted to understand the needs ofthe consumers in rural

Research Methodology Qualitative assessment of different consumer segments

Slice of Life observations need for communications

Associations, aspirations, attitude, interest and opinions

Outcomes Parameters for designing a rural product Modes and means of reaching communication across through

specific platforms


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Our Esteemed Client List

Description of the clients that we have been working


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Our Esteemed ClientsCorporate Sector
http://images.google.co.in/imgres?imgurl=http://remade.files.wordpress.com/2008/04/gd2.jpg&imgrefurl=http://remade.wordpress.com/2008/04/27/godrej-approaches-interbrand-for-a-change-in-its-master-identity/&usg=__VBPmT6wCQMNq_Vpk4oSB-77G4NE=&h=174&w=532&sz=14&hl=en&start=3&um=1&itbs=1&tbnid=vXY7uMLG5-6i5M:&tbnh=43&tbnw=132&prev=/images?q=Godrej+logos&hl=en&sa=G&um=1http://www.dsm.com/


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Our Esteemed ClientsDevelopment Sector
http://www.alertnet.org/redir/mem_out_aaindia/http:/actionaidindia.orghttp://www.oxfam.org.uk/http://www.dfid.gov.uk/


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Curriculum Vitae

Profile of key personnel


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Pradeep Kashyap is an engineer from BITS Pilani with a PG Diploma in Business Management. He worked for

17 years with MNCs. His last corporate assignment was in 1987 as Head of Marketing of Denso India, part of

the worlds largest auto ancillary.

He started MART in 1993 which has emerged as Indias leading rural marketing and livelihoods promotion

consultancy organisation. He has been Marketing Advisor to Ministry of Rural Development and has served on

PMO and Chief Minister Committees on rural development. He was Chairman of KVIC marketing committee

and a member of NABARD, SIDBI and CAPART national marketing committees. He is a World Bank and United

Nations consultant.

He started the highly successful Gramshree melas for sale of rural products in cities. 300 such melas have

been held in 60 cities benefiting 1,00,000 poor women. MART has also pioneered the 3M micro enterprise

model, the most comprehensive approach for large scale employment generation in rural areas using the micro-

finance route. 3M has been approved by NABARD, governments of A P, M P, Rajasthan, Tamil Nadu and

Orissa and CARE India.

He co-created Project Shakti with Hindustan Lever to appoint women micro entrepreneurs among SHGs as

company dealers. 13,000 women in 12 states have benefited and each of them earns Rs 1,000 per month as

profit from this business.

He has pioneered another low cost, last mile rural distribution model using village volunteers on bicycles for

Colgate, Godrej, Eveready, Heinz and others.

He has led the MART team to develop rural market entry strategy for MNCs and large corporates such as GSK

(Horlicks), Airtel, Microsoft, Goodlass Nerolac and others

SPECIAL INTERESTSAn acknowledged authority on rural marketing Pradeep kashyap is a recipient of the Jamnalal BajajEndowment Award for his outstanding contribution. He is called the father of rural marketing by industry

experts. He has authored the most definitive Rural Marketing Book for students and practitioners alike. Hismarketing career spans 37 years. He is a sought after visiting faculty at several premier management schools. He

is recognized as a thought leader and is a regular speaker at CEO forums.

PROJECTS: Some of the path breaking Projects

PRADEEP KASHYAP

B.E., PGDM Marketing


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After completing his Management degree in 1992 and a brief stint in advertising space marketing , Saroj

joined Brooke Bond Lipton India Ltd , in the Oil & Dairy Foods Division, as Technical Sales Executive. He

worked in distribution, sales and marketing. In 1999, he joined MART as a marketing consultant

undertaking research and consulting assignments. The experience of understanding the businessenvironment, consumer behavior and developing innovative strategies to meet market needs was

instrumental in further developing understanding of rural sector as a whole. He has since been involved in

developing innovative rural research tools and methodologies in the team.

SPECIAL INTERESTS

Saroj has deep insights into the rural consumer behavior. His interests are to understand the consumer in

the low income high volumes markets or the emerging markets.

He is a qualitative researcher with experience in ethnography and has built understanding of rural consumer

life, aspirations and behavior. He has worked with the team to develop innovative approaches in market

research like adapting social research tools to market research tools.

Key ExpertiseResearch Project planning & design

Market analysisDistribution systems and logistic planning

Designing Positioning strategy

Countries worked .India, Nepal, Bangladesh

PROJECTS:Intel : Ethnography Research to understand Rural Life in Context of Education, Health and Entertainment. Ethnography researchincluding PRA tools, interviews, influence track, photographs and video were applied.

Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs

Novartis : Qualitative Research to map the general ailments and the health services seeking behavior of rural population with respectto the ailments. Also map the available health services in the villages in both government and private sector.AED (USAID Program) : Evaluate and assess the distribution models of socially marketed products under the USAID, N-MARCprogram in Nepal

SAROJ KUMAR MOHANTA

M.B.A. Marketing


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After completing his Management degree in 2000, he worked with USHA Martin and joined MART in

2001. He joined PSI in 2004 in the area of research, monitoring and evaluation of health programs. He

rejoined MART in 2006 and has been with MART since.

SPECIAL INTERESTS

He is a qualitative researcher with experience in ethnography. He has been part of the team which has

evolved PRA and other innovative research methodologies.

Key ExpertiseFormulation of project proposals, Secondary data research, questionnaire designing, Co-ordination and

supervision of Project team, data compilation and analysis

Countries worked .India, Bangladesh

PANKAJ MISHRA

M.B.A. Rural Marketing

PROJECTS: Relevant projectsIntel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas.

Understanding of health consumers health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on

health consumption process.

Intel, Bangladesh : Ethnography Research to understand Rural Economy , Household Income and spend on Health .

UNICEF :Conducted Qualitative Research to understand Knowledge, Attitude, Behavior and Practices related to Water and Sanitation

to develop Behavior Change communication strategy in Rajasthan

HPCL :Conducted qualitative study to understand the cooking habits and usage of LPG in rural households. The relevance and

acceptability of 5 Kg LPG cylinder in the rural households.

DA : Conducted a study on livelihood, Natural Resource Management, Infrastructure and Community empowerment in Bundelkhand for

Development Alternatives

DPIP-MP: Baseline study of Non Timber Forest Products for livelihood promotion. The study required tracking of the roles of various

stakeholders in the value chain and value addition to the NTFP.


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After completing his Masters in 1993, he worked with a few reputed research organisations before joining

MART in 2005. He has specialized in conducting qualitative studies specially with the BoP markets.

SPECIAL INTERESTS

He is a qualitative researcher with experience in ethnography. He has been part of the team which has

evolved PRA .

Key ExpertisePrimary & Secondary data research, questionnaire designing, Co-ordination and supervision of field

team, and analysis & Report writing

Countries worked .India, Bangladesh

PROJECTS: Relevant projectsIntel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas.

Understanding of health consumers health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on

health consumption process.

Intel, Bangladesh : Ethnography Research to understand Rural Economy , Household Income and spend on Health .

Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs

Novartis : Qualitative Research to map the general ailments and the health services seeking behavior of rural population with respectto the ailments. Also map the available health services in the villages in both government and private sector

Shell Foundation: Qualitative study using ethnography research tools and PRA to understand kitchen behavior, cooking stoves, fuels

and costs involved. The study inputs were used to develop inputs for improvised biomass stove

Max New York Life: Evaluation and assessment of the non-conventional channel partner designed for marketing of a insurance product

targeted at BoP markets. The study required a ethnography study of the channel partners and the interface of the non-conventional

channel partners and the target group customers.

BISWADEEP PALIT

M.Sc. Econometric

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MART:Comprehensive End to End Solutions in Emerging Markets