Category Mapping Consultancy Service
Price On RequestCategory mapping exercises are broad based studies which use primary research, market intelligence services and desk research as inputs. These involve a comprehensive coverage of the industry. Outputs from such exercises are comprehensive category reports, which include category size, structure protocols and in that context provide best practices benchmarking. Details that such reports would cover are as listed herewith:- Market overview
Sizing value / volume / customer base
Construct by product types, etc
Market trends
Expected trends
Regional contribution to the category volumes
Trade Trade policies, discount structures and credit policies Trade promotions, schemes etc Pricing retail price and operating price in the category How are exclusive outlets positioning their brands and models
Competition for benchmarking purposes
Value / volume trends for players
Brand communication and its evolution
Their assessment of market trends
Their expectations in the market
Their portfolio strategy
Customer
Their expectations in the category
Their experiences of services / products delivered by competition and trade
Their brand preferences
Their price sensitivity
Need gap analysis
Brand positioning mapping positioning of brands and their variants, media used, communication done on respective media, key message conveyed and taken out
by the target audience For category mapping exercises also, we use a combination of various methodology options. This could involve mystery customer exercises, expert interviews, primary consumer and trade research and or desk research. Our cross category experience gives us adequate platform for basic understanding of any category and we build on it with a wide variety of tools. Beyond standard data collection techniques, this could also involve mystery customer exercises, market visits, trade interviews and expert interviews. In these exercises, researchers usually visit markets, observe, participate in the purchase process and assess the purchase dynamics that seems to be operating in the market. AZR brings in expertise in overall mapping the market. Therefore for brands / corporates entering the market, we provide consultancy to aid them in developing strategy for the entering / entrenching their presence in the market. We also work with entrenched brands in providing them comprehensive information on the slice of market that they wish a deeper look of. We have experience of market mapping consultancy services in these industries:
Banking
FMCG categories
Aviation
Energy
Environment
Pharma