Grail Research Overview India Capabilities November 2009
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 Our Clients World
In A New World, A New Model For Answers Combine the best elements of strategy consulting and market research and improve them Strategy Consulting Personalized Insightful Rigorous Market Research Cost-effective Data rich Analytical Immediate, global, and concise 3
Serve Different Stakeholders With Custom Services Corporate Center Support highest stakes decisions for board members, CEOs, M&A, and Corporate Strategy groups with concise answers Business Units Business Units Business Units Provide strategic research to drive new product and new market growth of business units and product groups Sales and Marketing Services Support sales and marketing professionals with ongoing market and competitive intelligence insights 4
Section I Introduction to Grail 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 Office location Countries where we have conducted research 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 6
How are we Different? Focus On Answers Research Rigorous and consistent Triangulation: secondary, experts, surveys Ensure approach meets the required burden of proof Insights Clear so what s Context to make data meaningful Question Analytical Plan Extract logical conclusions Explain the non-obvious insights 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 Synthesis Simple but not superficial Articulate nuanced summary in 1-2 pages Presentation Concise Powerful graphics 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 7
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 Access thousands of subject matter and industry experts as interviewees and project support Distill large volumes of disparate publicly available materials and client reports with insight generating proprietary approaches (e.g.: Scanalytics TM ) Networks Observation Meta-analysis Leverage technology and proprietary approaches to gain insight from customers and buyer influencers online media usage (e.g.: blogs, discussion forums, etc.) Provide ongoing insights from transaction data (e.g.: CRM systems, loyalty card databases, etc.) Primary Analytics Deliver deep consumer insights from extensive experience in primary research, specifically related to brand, advertising, and marketing mix Question Answer 8
Section II India Experience and Capabilities
India Experience and Capabilities Understanding Research Challenges India s diversity presents unique research challenges that we understand and help clients navigate India Research Challenge Grail Research Capability 1 2 3 Understanding the diversity in local behavior and business environment in India Navigating language complexities across various regions Untangling the complicated, multilevel regulatory environment Extensive experience across industries in leveraging our research methodology in addition to the knowledge of appropriate cultural conventions India-based team with multilingual skills and deep local knowledge can interview industry contacts and analyze all sources Experienced insiders know how to find the right people to get critical information quickly 4 Addressing the scarcity of information on private companies Deep understanding of local information sources and network of relationships that enable access to primary sources of information 10
India Experience and Capabilities Overview of Our Credentials Our team has completed more than 20 projects on the Indian Market in the last 2 years 1 Vast Industry Expertise 2 Expansive Coverage 3 Comprehensive Research Capabilities 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 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 regionspecific information sources and access to regional experts 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 11
India Experience and Capabilities Types of Challenges We Have Helped Clients Address Grail Research has helped global clients understand and analyze the Indian market India Entry Strategy For an industrial products company, analyzed the Indian micro-irrigation market and identified potential states where the client might want to start operations Market Overview 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 Competitive Intelligence For an Asian telecom company, profiled existing mobile network operators in India and compared the mobile plans offered to consumers Potential Partnership/Acquisition Targets Customer Preferences 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 Regulatory Environment 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 12
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 Senior Management from Strategy Consulting Hundreds of Associates in + Delhi + Access to Thousands of Specialists and Partner Organizations Roles Industry Experience Specialized Skills Client Engagement Information Technology Telecom Survey Writing / Programming Language Experts Project Management Research Analysis Consumer Products Government Oil and Energy Financial Services Life Sciences Real Estate Industrial Business Services Quantitative Analyses Qualitative Interviews Proprietary Database Search Visual Information Presentation Specialized Industry and Technical Experts Field Research Partners Panel Providers (for customers and experts) 13
India Experience and Capabilities Leveraging Our Local Networks Our wide network ensures we provide accurate and insightful answers to our clients strategic research questions Leveraging Our Local Networks Research Partners Network Language Experts Network Professional Network Strong research vendor relationships across different regions of India Capability to conduct qualitative interviews (indepth/ expert interviews) and quantitative surveys across the region 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 researchrelated areas The Grail team has a wide Grail has access to personal and professional the network wide in India, industry that network includes former that Monitor colleagues, classmates has in India (Monitor and professors from some has of the been leading in companies India for around and academic institutions in the region x years and has Through our 3+ years of built strong local conducting research in the network region and with our relationship senior with Monitor, Grail has access to a broad network of industry experts and senior opinion leaders 14
India Experience and Capabilities Our Team s Background Our talented India team earned degrees from world class institutes 15
Section III Case Studies
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: Phase 1: Market Potential Phase 2: Consumer Study Assess the current and future market potential for the client s beverage Develop a richer understanding of the preferences and lifestyles of Indian alcoholic beverage consumers to inform marketing and distribution strategies 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 4 weeks 4 weeks 17
Analysis of Indian Alcoholic Beverages Market (2/3) Phase 1: Market Potential 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 Conducted research using publicly available information sources to gather information on market size, competition, pending legislation, etc. Held conversations with industry experts and conducted retail visits to validate data and uncover emerging trends Used in-house expertise and research to provide PEST analysis and overview of industry and public affairs in India Delivered findings to the client and discussed potential approaches for addressing the market opportunity 3 weeks 1 week 18
Analysis of Indian Alcoholic Beverages Market (3/3) Phase 2: Consumer Study 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 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 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 1 week 1 week 2 weeks 19
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 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 Calculated current and future addressable market size; validated approach, assumptions and findings with industry experts Delivered concise, validated answers to the client in 5 business days; provided support on follow-up questions thereafter 1 week 20
Acquisition Targets in the Cosmetic Industry 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 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 Executed a deep-dive analysis to profile the product portfolio, manufacturing locations, geographical presence, and financial performance of each company Discussed relevant findings with the client to help make strategic decisions about investment targets to pursue 2 Days 5 Days 1 Day 21
For More Information Contact: Grail Research (info@grailresearch.com) 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 22