Company Details

An American multinational manufacturer of confectionery, pet food, and other food products.

Assignment Details

Our Client is an American multinational manufacturer of confectionery, pet food, and other food products and are looking to onboard a consumer insights consultant who can give insights in the Buying Behaviour of Affluent Consumers.

Research Background :-

There are 200,000 affluent households in India in top 10 cities which have annual income more than $100,000. 78000 of these households have $1M net worth. The client is launching a premium imported range in India to cater to these rich households who are not price conscious and are actively looking to purchase.

Research Objective :-
1. Which all imported categories do they buy from our range – chocolate, protien
bars, confectionary, mints, pasta sauces, shakes.
2. How frequently do they purchase.
3. Is the purchase planned or unplanned.
4. What are the buying occasions- gifting, self consumption, sharing.
5. Where do they purchase products from – neighbourhood stores, malls, online ,
airport travel.
6. Who makes the physical purchase- themselves, house help.

Actions to be taken :-
1. Categories beyond chocolate from consideration
2. Identity the right marketing mix basis who make purchase
3. Which are the right channels of sales? D-com, Travel, MT, TT. Planning will be
done according to the channel potential
4. What would be right format basis buying occasions and preferred sizes

Skills Required

-Strong business analysis and analytics acumen;

-Fluency in pulling and summarizing datasets

-Excellent communication and presentation skills;

-Ability to work independently without supervision;